Patient-Centred Content

Client

Established online pharmacy and doctor service, operating across three different continents.

Brief

Review existing web content to identify key areas for improvement. 

Process

More informed patients, make better decisions about their health

Our client had already managed to convey complicated medical information to a lay audience, but so had all their competitors. We were looking for something else that could make their content stand out. As a private online pharmacy, our client was able to give patients a significant amount of choice over which medication they would be prescribed, compared to conventional UK prescribing. But with increased choice, increased knowledge is also important, if a patient is to make the right choice. With this in mind, we decided to develop a series of graphic tools to integrate into the client’s existing content structure. These graphic elements were designed to improve informed consent, by translating official medical documents into easy-to-understand diagrams, tables and flowcharts.

Building trust and knowledge

The UK is one of our clients biggest markets. In the UK, prescribing decisions are governed by the NICE guidelines. The NICE guidelines are used to indicate the most cost-effective treatment for patients, whilst also weighing up the risks and benefits. Currently, the NICE guidelines are aimed at medical professionals and therefore, the language and layout are not easily accessible to the general public. For an online pharmacy two things are really important:

  1. Informed Consent
  2. Trust

With this in mind, we decided that it was really important that the NICE guidelines could be made accessible to patients. If patients could understand how and why their doctors make decisions about their health, this could build trust through transparent decision making, whilst also giving patients the tools they need to make more informed health choices themselves. Therefore, we generated a series of flowcharts based on NICE guidelines to make sure that the patients had access to the information they need. This not only makes it easier for patients to identify which medication is most suitable for them, but it also improves the doctor-patient relationship in an online setting.

Antimalarial map

Our flowcharts had their limits, so we devised various other tables and diagrams to support content in other ways. Antimalarials are required for people travelling to countries with a significant risk of malarial infection. The CDC issue guidelines regarding which countries require antimalarials and which types of antimalarial are most suitable. The logical thing when dealing with any geographical data is to make a map, so that’s exactly what we did. Based on the CDC guidelines, our Antimalarial Map was designed as a quick reference for patients to help them identify which countries require antimalarials and which types of antimalarial are effective in these locations.

Antimalarial Map

Results

Our hard work paid off, with our clients receiving plenty of positive feedback from patients.

They also experienced continued growth and improvement in their search engine ranking. Following this success, we began developing a new social media strategy for our clients to make the most of their new high-quality content.