Einstein Healthcare — UX Copywriting and Content Strategy
My time with Einstein Healthcare was centrally focused on a single project: the launch of 27 templated micro sites for all medical care offices within the Montgomery County Einstein Healthcare network. My role for this project went beyond just writing site copy. I had the opportunity to partner with the Director of Marketing to tailor an across-the-board strategy that created a uniform experience but still felt individual by using a shift in color story per location. I was also able to direct all photography for each site location, plus collaborate with the partner agency to develop new experiences for bill payment and appointment booking.
No place like homepage
Our homepage strategy was rooted in the idea that no matter what an individual practice had to offer, the high-level needs of site visitors could be condensed into 5 key areas:
Learning the types of care offered at a facility
Access to practitioner and staff information
The ability to book an appointment online
The ability to pay a bill online
To find the address and driving directions of a specific practice
As this sample will illustrate, the user is able to accomplish all of these tasks upon landing, above the fold. We also created new opportunities including accessing their Einstein Network Patient Portal, link to other practices’ sites with related care, and access articles that relates to newly emerging healthcare technology.
A practiced approach
Developing an “about us” or in this case, “our practice” page meant having to consider more than a deeper look into company goals and principles. We first elevate this experience by using actual images of the sites themselves in lieu of splashy stock photos. By doing this we help to establish trust and familiarity.
Next, we wanted to present a straight-forward bulleted list of what each facility offers. When you are unwell, or caring for someone who is ill, you shouldn’t have to sift through paragraphs of copy touting accolades to find the information you need.
The story continues building trust through the inclusion of Google Reviews. The functionality of this section also refreshes the reviews on a regular basis so they don't become outdated or stale.
Finally, we end the story with actionable information for the reader. It’s hard to always remember all the proper items you need for an appointment. This is an easily referenced snapshot they can save.
It pays to make billing convenient
When it came to offering Einstein patients the ability to pay online, we looked to major online retailers for inspiration. This lead to a path that divided three ways:
Log into your account to pay
Quick pay without creating an account
Pay with your mobile device
By asking the user to create an account, they’re able to access more convenient options like savings payment info for faster future checkouts, easily make future appointments online 24/7, and download invoices.
The second and third options were included for those patients who wanted a private way to pay for appointments and procedures that were both secure and convenient.
A more direct directory
It’s not uncommon for any medical practice to offer online appointment booking and a directory of professionals. We wanted to take both a step further by combining the experience.
The story begins with the doctors and nurse practitioners themselves. What most sets this page apart from the norm is images. We knew part of establishing patient trust and comfortability starts by putting a face to a name. Each image links to open a new tab with education and career history as well as areas of specialty. Users also have the ability to make an appointment from whatever page they land.
The final parts to this page complete the appointment-hub story by providing the location powered Google Maps — making it easier to link to the Google GPS platform on their mobile device. Plus, users can find fast information like phone numbers and hours of operation.