User Experience – Diagnosing Healthcare Communications and Websites

User Experience – Diagnosing Healthcare Communications and Websites

by Shawn Noratel, July 31, 2017

For healthcare providers and medical systems, there’s nothing more important than developing a clean and strategic user experience to guide visitors through your digital landscape.

When it comes to the overall communications with a healthcare provider and patients, the conversation between a patient and your medical staff member is just the tip of the iceberg. In today’s day and age, patients and consumers are exposed to a vast range of information, treatment options, medical libraries, and updates provided by their local hospital or medical health care systems. This bombardment of information may be valuable, however, the delivery and intake of this information vary based on the success and palatability of the user’s experience.

Outside of a facility itself and the care received—the impression combined with the physical nature of a patient’s experience or interaction with a physician/ medical group results in the devised loyalty level a patient and their family. This continued conversation with patients is more than a simple on-off interaction—it’s a relationship that goes beyond just a visit or a diagnosis.


There’s No One-and-Done with User Experience

Test, refine, and test again. As with most medical treatments, continued monitoring and changes in treatment are always needed to achieve optimal results. The same is said with your user experience strategy. As your dialogue with your audience continues and evolves, so should the design elements and environment that nurtures your conversation. regardless of your taste, you must evolve to your audience’s preferences— despite what your intuition may tell you is best. Remember above all, your care and environment should be patient-centric at all times in order to meet your patient’s needs.


Know Thy Patients

The key to successful UX is a defined understanding of what your audience needs and how they find that information. In most cases, this means creating a simple journey through a users desired destination, be it a set of directions to a medical resource on a page. Open communication with your audience should be the number one priority for both healthcare marketers and medical systems alike.

Always consider your user’s feedback. Engage with them and allow them to offer continued feedback as you grow and nurture continued communications. Not only will this encourage and develop an ongoing relationship, but it will allow your users the opportunity to send you referrals.


UX Strategy is Your Stepping Stone to Improving Engagement

From your website design to development to email marketing strategies—UX is a cornerstone to ongoing communications.

Always keep your navigation easy to understand, explore, and use—this is the pathway to your users as they initiate a relationship with your medical system or medical practice. Your visitor should arrive at their intended destination with ease and with the smallest number of clicks as possible.

Don’t be bashful—keep your intended focal points visible and definitive. If you feel something is important, make sure that information or conversation is available and accessible through strategic UX and information hierarchy. Users tend to scan their screens quickly, so make sure whatever stands out is what you want them to focus on or find with ease.

Don’t hinder your users. Avoid trying to change trends quickly by introducing functionality of a user’s browser or navigational patterns, like changing scrolling behavior or awkward navigation patterns. And above all, make sure that your content and links function as expected. Broken links and 404 pages will result in a user abandoning your site, as it will give the impression that the site is unreliable or an amateur attempt at engagement. Your online relationship begins with perception then secured with the reputation of a user’s experience.


Seek a Professional UX Diagnosis

Just like the medical profession, it is always wise to see a professional evaluation from a seasoned and experienced UX and marketing source. Your relationship and conversation with patients is not only the key to continued success and in-take; it is also the source of being able to advocate health and wellness to your patient body. UX should carry the same weight and value as the communications and experience that you are aiming to share with your audience. Please contact Liquified Creative if you’d like to evaluate your website.