Healthcare

For administrative work (routing enquiries, drafting non-clinical correspondence, answering logistical questions from approved content), with human review and no clinical decision-making. Clinical applications carry regulatory obligations that must be assessed by the provider's own advisers.

Because the people most likely to need the service are disproportionately likely to rely on assistive technology, larger text or high contrast. An inaccessible site excludes exactly its intended audience.

Healthcare organisations are searched by people making consequential decisions, often urgently. Accuracy, clarity and accessibility matter more here than persuasion, and the regulatory constraints are real.

Patients and carers search symptoms, conditions, procedures and providers, frequently under stress and often on a phone. The content that serves them well is specific, readable and honest about uncertainty. Because health information is held to a higher standard by both search engines and readers, thin or exaggerated content performs worse here than in almost any other sector.

Patient data handling, consent and record-keeping obligations vary by jurisdiction and by the nature of the data involved. We design to keep personal data out of systems that do not need it, and we expect the obligations that apply to a specific organisation to be confirmed by that organisation's own compliance advisers rather than assumed by us.

Sites describe services in clinical language while patients search in everyday words about cost, waiting time, preparation and what will actually happen.

Multi-site providers frequently have inconsistent listings, wrong hours or missing services, which affects both search and the patient's first impression.

Small text, poor contrast and forms that cannot be completed with assistive technology exclude exactly the people most likely to need the service.