Healthcare: patient education people can trust
A healthcare organisation needed content that answers real patient questions accurately and helps people find the right service, without overpromising.
- Client
- Healthcare provider
- My role
- Content strategist and editor
- Engagement
- Focused sprint with quarterly reviews
Existing pages were hard to read, partly outdated and blurred the line between general education and medical advice. Patients could not easily find the service that matched their concern.
How I diagnosed it
Before changing anything, I separated the real problem from its symptoms.
Reviewed accuracy and readability of every key page
Mapped the questions patients ask before booking and after
Checked author and reviewer credentials
Flagged outdated information and unsupported claims
Assessed how clearly each service page explained the next step
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1
Organised content around concerns, services, preparation, process and follow-up
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2
Added clinician review for medical accuracy and plain-language editing for clarity
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3
Used clear disclaimers where needed and removed sensational wording
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4
Linked educational pages to the relevant service information
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5
Set up a review protocol so accuracy stays current
What I delivered
The concrete assets and systems the team kept using after launch.
- Patient-question inventory
- Revised service pages
- Clinician-reviewed education pages
- Content review protocol
- Metadata and internal-link updates
How success was measured
Agreed before launch and compared against a baseline, so progress was real, not assumed.
- Relevant organic visibility
- Engagement with service information
- Appointment-related actions
- Review completion and accuracy checks