Understanding a message is not the same as acting on it
Healthcare organizations put real effort into making member and patient communications accurate, compliant, and complete. Yet a member can understand that a benefit exists and never use it. A patient can agree that a screening matters and still never schedule it. Limited attention, distant benefits, steps that feel like work, and good intentions that fade all stand between reading a message and acting on it.
This paper walks through the four layers we design around to close that gap, from engaging attention to triggering action now. For each layer, you'll see the barriers that stall people and what designing for them looks like in practice, with real examples. Use it to pinpoint where a communication loses people and which fix is most likely to move them.
What's Inside
The four layers every communication has to get right before someone acts, and the barriers that stall people at each one.
A simple way to diagnose where a communication is breaking down, so you fix the right layer instead of adding more information.
Practical design moves for each layer, from clearer hierarchy and concrete value to fewer choices and well timed cues.
How one enrollment outreach redesign increased response by 240%.
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