Trust Is Built in a Thousand Small Digital Moments
Panelists from Roper St. Francis Healthcare, Emory Healthcare, Reason One, and WG Content explain why better healthcare design is not just about look and feel. It is about reducing friction, building trust, and making access easier for patients.
// By Therese Lockemy, MBA //
Healthcare organizations talk often about needing better design. But in a health system, design is not just a visual refresh, a new color palette, or a cleaner homepage.
It is access.
The words patients read, the links they click, the photos they see, and the scheduling paths they follow all shape whether they move forward with confidence or stop before they ever reach care.
During The Future of Hospital Websites virtual summit hosted by eHealthcare Strategy & Trends, panelists in the session, Better Design, Easier Access: How Digital Experience Shapes Care, discussed how UX, content, operations, and emerging technology shape access to care across the digital journey.
(left to right) Diane Hammons, director of digital engagement, WG Content; Ben Cash, CEO, Reason One; Andy Lyons, chief marketing and communications officer, Roper St. Francis Healthcare; Kayla Saturday, director, digital experience and integration, Emory Healthcare
“Design is a verb. It’s about problem solving,” says Ben Cash, CEO of Reason One. “And we like to think of design as a process to solve two things in healthcare UX. Number one is friction. Number two is empathy.”
That distinction framed the discussion. Better design is not just about how a digital experience looks. It is about how well it helps people find care, understand what to do next, and feel seen in moments that often carry stress, fear, or uncertainty.
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