Transforming healthcare comms: how to make complex medical information accessible
Healthcare communications demands a unique balance between scientific accuracy and public accessibility. Drawing on extensive work with organisations such as the European Parkinson's Disease Association, Merck Serono, and Global Kinetics, here are eight proven strategies for creating healthcare communications that genuinely connect with audiences while maintaining medical integrity.
1. Put patients at the centre of your design process
When redesigning digital platforms for healthcare, user accessibility must drive every decision. The European Parkinson's Disease Association needed a website accessible to users with motor control issues whilst serving diverse stakeholders, including healthcare professionals and policymakers.
Key tactics:
Conduct stakeholder interviews with actual patients, not just clinical experts
Test navigation systems with users who have relevant physical or cognitive challenges
Create multiple pathways to the same information to accommodate different user needs
Measure success through engagement metrics, not just traffic numbers
Case study: The EPDA's digital transformation demonstrated these principles in action. Working with an organisation representing 45 member organisations and 1.2 million people with Parkinson's across Europe, the challenge was multifaceted. Through extensive workshops and stakeholder interviews with their 70,000 monthly visitors, we discovered that motor control issues created specific navigation challenges that many web designers never consider. The redesigned platform featured larger click targets, simplified navigation paths, and multiple ways to access critical information. The results validated this patient-first approach: a 102% increase in year-on-year unique visitors, improved Google rankings, and most importantly, users spending significantly more time engaging with content. As Chiu Man, EPDA's Head of Operations, noted: "Having helped us to consolidate the huge amount of information housed on our various sites, the team developed a new single site structure and navigation system that has significantly improved the user experience."
2. Unite communities through coordinated campaigns
Large-scale awareness campaigns succeed when they provide both emotional resonance and practical tools for action. The #UniteForParkinsons campaign reached 12 million people across 180 countries by combining global coordination with local activation.
Key tactics:
Develop a 12-week content calendar mixing expert insights with patient stories
Create shareable toolkits that local organisations can customise
Use multiple channels strategically – email campaigns can achieve exceptional conversion rates
Measure engagement depth, not just reach
Case study: The #UniteForParkinsons campaign marked 200 years since Dr James Parkinson's groundbreaking essay, creating an opportunity to unite the global Parkinson's community like never before. As the official media partner through Parkinson's Life magazine, we developed content that served as the campaign's beating heart. Our 12-week editorial calendar featured 10 special articles, from expert debates to a specially commissioned World Parkinson's Day poem, each designed to maximise shareability and engagement. The strategic use of multiple channels proved crucial: whilst social media provided reach (152,731 organic impressions), the email campaign delivered conversion – 16% of subscribers clicked through to the campaign website, with over half downloading toolkits. The average engagement time of 5 minutes 41 seconds per article demonstrated that compelling content keeps audiences engaged far beyond typical benchmarks for healthcare communications. As Parkinson's UK noted in their post-campaign report: "These numbers show that the campaign delivered against its objectives, and exceeded expectations in several areas too."
3. Humanise technology through patient storytelling
Healthcare technology can intimidate patients, particularly older demographics managing chronic conditions. Documentary-style content that places patients at the narrative centre helps bridge this gap.
Key tactics:
Feature real patients using the technology in their daily lives
Show the impact on doctor-patient conversations, not just product features
Work with filmmakers experienced in sensitive-access documentaries
Create both long-form content and social-friendly edits to maximise reach
Case study: Global Kinetics' Parkinson's KinetiGraph™ (PKG) represented a breakthrough in symptom tracking, but previous product demonstration videos hadn't resonated with patients. We recommended a fundamentally different approach: following patient Fred and his wife Olive as they experienced their first PKG fitting. By bringing in documentary filmmaker Alana McVerry, who specialises in sensitive-access documentaries for the BBC and Channel 4, we ensured the film would handle personal medical experiences with appropriate care. The four-minute documentary didn't just explain the watch-like device's features; it showed Fred's relief at having objective data about his symptoms, Olive's perspective as a carer, and the transformed dynamic in their medical consultations. We also created a shorter social edit that worked both as a standalone story and a trailer for the full film. Despite limited budget and time constraints, the approach succeeded. As Malin Sendén from Global Kinetics reflected: "I'm amazed by the end result based on the little time (and budget) Speak had to work with. I'm most pleased that Speak managed to bring an educational but still very personal feeling into the film."
4. Adapt global content for local markets
Healthcare information must respect cultural contexts whilst maintaining medical accuracy. Successful international platforms require more than translation – they need transformation.
Key tactics:
Create flexible design systems that accommodate different reading patterns (left-to-right vs right-to-left)
Develop multiple layout options for varying cultural expectations
Localise examples and case studies, not just language
Maintain consistent medical information whilst adapting delivery methods
Case study: Merck Serono's PKU.com platform demonstrated the complexity of truly global healthcare communications. Phenylketonuria (PKU) is a rare genetic disorder requiring lifelong dietary management, and Merck needed a digital resource that would work across UK, European, and Arabic markets. Each region brought distinct challenges: UK users expected NHS-style information architecture, European audiences required multiple language options with varying healthcare system contexts, and Arabic markets needed right-to-left layouts with culturally appropriate imagery and examples. Working with Weber Shandwick's global PR team, we developed a flexible front-end system with multiple layout templates. This wasn't simply about translation – food examples in dietary guidance needed localisation, medical professional titles varied by country, and even colour psychology differed across cultures. The platform launched successfully across all target markets, becoming the third multi-region website we delivered for Merck Serono and establishing a template for their future global health initiatives.
5. Transform awareness into measurable action
Effective healthcare campaigns move beyond raising awareness to driving specific behaviours. Success requires combining emotional engagement with practical utility.
Key tactics:
Set clear, measurable objectives beyond vanity metrics
Provide downloadable resources and toolkits for sustained engagement
Create replicable models that partner organisations can implement independently
Track conversion metrics at each stage of the user journey
Case study: The European Unity Walk transformed from concept to continent-wide movement through strategic planning and practical execution. The EPDA needed to create a new annual event that would capture imaginations across Europe whilst providing tangible benefits for national Parkinson's organisations. We developed the complete strategic framework, from brand identity to tactical execution. The vibrant visual identity and dedicated microsite generated initial enthusiasm, but the comprehensive Unity Walk toolkit ensured lasting impact. This resource enabled member organisations to replicate the event model independently, including customisable materials, planning templates, and promotional assets. The first event in Amsterdam exceeded all targets, attracting 1,000 participants from 25 countries – double the original goal. Media coverage extended across national and local outlets, validating the campaign's newsworthiness. Most importantly, the toolkit approach ensured sustainability: subsequent walks in other European cities built on the original model, creating an annual tradition. As Lizzie Graham, EPDA Secretary General, noted: "Speak Media has been instrumental in helping us to achieve such a compelling event in such a short time, from their support in developing our marketing strategy through to their delivery of a wonderful looking website and brand identity."
6. Simplify complex science without sacrificing accuracy
Healthcare professionals and consumers require different levels of scientific detail, but both deserve accurate information. Visual communication tools can bridge this gap effectively.
Key tactics:
Use progressive disclosure – summary information with optional deeper dives
Develop infographics that visualise metabolic processes and treatment pathways
Create information hierarchies that guide readers through complexity
Test materials with both healthcare professionals and lay audiences
Case study: Merck Serono's Bion health enhancer range presented a particular challenge in explaining how probiotics, vitamins, and minerals work together at a cellular level to support energy metabolism. European pharmacists needed to understand the science to recommend products confidently, whilst also being able to explain benefits simply to customers. We developed a visual language that worked across multiple formats – from detailed PowerPoint presentations for medical education to consumer-friendly brochures. The key innovation was our "three metabolisms" infographic, showing how digestive, immune, and energy systems interconnect. Complex processes like probiotic survival through gastric transit were visualised step-by-step, using consistent iconography that pharmacists could sketch for customers if needed. Tables and diagrams were completely redesigned to highlight key information whilst maintaining scientific accuracy. Every piece included both quick-reference summaries and detailed explanations, allowing healthcare professionals to choose their engagement level. The materials were rolled out across multiple European markets, with the established visual system ensuring consistency whilst allowing for local language adaptation.
7. Leverage interactive technology for medical education
Digital tools can transform passive information delivery into active exploration, particularly valuable for professional education at conferences and training events.
Key tactics:
Design non-linear navigation that allows users to explore at their own pace
Use magazine-style layouts with multiple entry points
Incorporate interactive elements that encourage exploration
Create touchscreen-optimised interfaces for conference settings
Case study: The Merck Serono Femibion touchscreen application showcased how interactive technology can revolutionise medical conference engagement. Traditional conference materials – posters, handouts, PowerPoint loops – often fail to capture busy clinicians' attention. For this major international conference, Merck needed to communicate complex nutritional information about pregnancy supplements in a way that would stop healthcare professionals in their tracks. We reimagined the clinical data as an interactive magazine, with multiple entry points allowing users to explore based on their interests. Key facts appeared as animated infographics, clinical studies became explorable visualisations, and pull-quotes from research created natural conversation starters for the Merck representatives. The Flash-based application (cutting-edge at the time) was programmed for touchscreen monitors, with gesture controls that felt intuitive even for less tech-savvy users. The non-linear structure meant a GP interested in patient benefits could take a completely different journey than a researcher interested in clinical trials, yet both would encounter the key brand messages. The positive reception led to multiple follow-up commissions, including European campaigns and consumer-focused animations, proving that innovative presentation of medical information creates lasting impact.
8. Build collaborative networks for specialised expertise
Healthcare communications often requires expertise beyond traditional marketing skills. Success depends on assembling the right team for each project's unique demands.
Key tactics:
Partner with medical writers who understand regulatory requirements
Engage accessibility specialists for inclusive design
Work with cultural consultants for international campaigns
Collaborate closely with client teams who provide clinical expertise
Case study: The Parkinson's Life online magazine demonstrates the power of collaborative expertise in creating sustainable healthcare communications platforms. Launched in 2015 for the EPDA, this content-rich magazine required a unique blend of skills to serve its 27,000 monthly visitors effectively. Medical writers ensured accuracy when covering new research, whilst journalists with health specialisms made complex studies accessible. Digital accessibility experts guaranteed the platform worked for users with motor symptoms, and our network included photographers experienced in sensitive health portraiture. The editorial team worked closely with the EPDA's scientific advisory board, ensuring content met rigorous standards whilst remaining engaging. This collaborative model enabled us to publish 3-4 stories weekly, maintaining quality across news, features, and patient stories. The magazine's role as official media partner for major campaigns like #UniteForParkinsons demonstrated how a well-resourced platform becomes a trusted voice in the healthcare community. Building these collaborative networks takes time and investment, but the result is content that genuinely serves its community's needs whilst meeting professional healthcare standards.
The bottom line
Effective healthcare content, comms and campaigns respect audience intelligence whilst ensuring accessibility. Every project should strike a balance between emotional connection and factual accuracy, serving practical needs while inspiring positive health behaviours.
The real measure of success extends beyond engagement metrics. When healthcare communications work well, they improve health outcomes, strengthen patient communities, and advance medical understanding. Each percentage point of increased engagement represents real improvements in real lives.
These strategies aren't just theoretical – they're proven approaches that have helped organisations reach millions of patients, double campaign targets, and transform how healthcare technology is understood and adopted. The key is remembering that behind every metric is a person seeking information that could change their life.