Simplified communications: Email design in healthcare

Task

Redesign lengthy appointment reminder emails to reduce support calls caused by buried critical information.

Challenges

• Length: Condensing 475 words and 11 URLs while retaining all required content
• Content inconsistencies: Merging different content from two clinics into one consistent message
• Required disclaimers: Incorporating mandatory COVID-19 safety information
• Plain text format: Working without text formatting, bullets, or hyperlinks

Process

• Audited email content: Extracted critical appointment scheduling information from less critical tips on how to prepare for an appointment
• Interviewed stakeholders: Confirmed core vs supplemental content through interviews with clinical and support staff from both clinics
• Created a microsite: transferred appointment preparation details from the email to the microsite
• Crafted email and text templates: Developed a 75-word template focused on appointment essentials (time, location, provider) and a link to the microsite

Results

• Microsite usage: Analytics showed consistent user engagement with the microsite
• Improved compliance: Support staff reported improved patient preparedness and fewer support calls
• Added resources: Used the extra space to link to a new mental health resource which received strong user engagement, unlike previous links in the original email
• Template: Created a template for future content needs, and established a repeatable model for separating essential from supplemental information

Takeaway

Meeting users at the right moment with the right information—essential details in the email, supplemental content one click away—improved both the user experience and our ability to communicate effectively.