Insights territory
Make the path to care easier to understand and complete.
Research on websites as decision-support and access infrastructure—not visual brochures or collections of disconnected pages.
Begin with the featured article ↗
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Published research
Research for the decisions inside this territory.
Each article addresses a distinct decision and connects evidence to a practical next step.
Position paper and diagnostic · 9 min
Read article ↗What a Medical Website Must Do Before It Looks Good
Healthcare website projects are usually approved on a design presentation. Nobody in that room asks whether a woman with a lump she found last night can…
Decision-page standard · 14 min
Read article ↗The Doctor Profile as a Conversion Page: 12 Signals Patients Need
The doctor profile is usually the last page a healthcare organization writes and the first page a patient reads carefully. It is treated as an…
Scorecard and field guide · 9 min
Read article ↗The Booking Friction Index: How Hard Is It to Become a Patient?
Everyone agrees that booking should be easier. Nobody can say by how much, or which part is worst, because friction is discussed as a feeling rather than…