Trust vs. Ease of Use in Health-Related Content

How much does your organization spend annually when it comes to building trust in your brand?

Your hard effort in creating an authoritative destination on the web may have been misplaced.

Results from the 6th annual Makovsky/Kelton “Pulse of Online Search” Survey suggests ease of use triumphs over trust when it comes to how online consumers use health-related information.
This has major implications when it comes to health care communications.

The takeaway: when information isn’t easily accessible, consumers look elsewhere.

Five Ways to Improve Ease of Use

How can you improve accessibility? Start with these five. 

  • STAY IN FOCUS (GROUPS). When was the last time you brought in a couple dozen members of your target audience and watch them interact with your website? For a small mountain of boxed lunches you can gain amazing insights into what works and what needs a rethink. 
  • PRETEND YOU ARE RAND McNALLY. Websites, like waistlines, tend to expand over time. Create a map and ask yourself, "Does the website's organizational structure make sense?" and "Does it really need this many clicks to get to the information?"
  • WALK IN THEIR SHOES. All too often, content is crafted around the organization's message rather than consumer needs. When someone is searching for answers, odds are it is not how to conveniently pay their bill or news of groundbreaking for a new addition. 
  • DON'T LEAVE THEM STRANDED. Particularly when it comes to content about health conditions, include calls to action. Give them instructions/options. It can be something as simple as, "Schedule your mammogram today. Call us at 555-24-HEALTH."
  • WATCH YOUR LANGUAGE. Most of your consumers did not go to Medical or Nursing School. While they may watch Grey's Anatomy, they still do not know the jargon. Write content as if you are trying to explain it to your grandparents. 

This infographic from Makovsky highlights how ease of use triumphs over trust.

 [H/T makovsky.com]

[H/T makovsky.com]