Content Strategy for Healthcare

Defining a patient-centred model propels content strategy solutions

Moving from an out-of-date CMS which made content maintenance difficult, this healthcare client wanted to create a patient-centred website. But without a firm definition of how “patient-centred” should manifest in the website, we stepped back to ask what this means. Using patient and stakeholder interviews as well as a content audit, we captured the role the website plays in the everyday experience of patients. We discovered that the website was for patients and their caregivers, that information provided was unpredictable and difficult to find.

Based on these findings, we created a strategy for moving forward and then used this strategy to build out the information architecture, content types, and taxonomy. The website was restructured around the health topic, service, and location content types and used taxonomy to dynamically display content on these pages.

In exploring a patient-centred model, we illustrated the current department-centred state vs what a patient-centred model would look like. This diagram illustrates a portion of this domain model work. We used the more detailed domain model (not shown) to extract metadata, taxonomy, and build interact on the website.

Department-centred view

Department centred view of healthcare

Patient-centred view

Patient centred view of healthcare