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  • Writer's pictureLeanna Coy, FNP-C

What Kind of Exam Am I Getting: Creating User-friendly B2C Content

How to make your B2C education and explanation of services easy to understand


Older Indian woman sitting at a table with a coffee cup working on a computer

As a provider of women's health exams, I frequently see patients confused about what type of exam they need for a routine well check or a problem. Many women think any pelvic exam is a pap smear. I am here to tell you there are many different types of pelvic exams. I see this confusion from women of all ages. From a patient's perspective, most pelvic exams seem the same. From the health care perspective, they are not the same. Do you know the difference? If you are a healthcare organization providing information about services patients can receive or educating patients about health, it is essential to make sure your educational materials and website can convey to patients what type of exam or any other services the organization provides in a way that is easy for patients to understand.

From my experience working directly with patients, I can identify common concerns and questions patients have when I write B2C content. When creating patient-facing content, I have found several user-friendly formats healthcare organizations can use to help reduce patient confusion.

  • Single pages of information in plain speak that outline a service or procedure so patients know what to expect. Take these informational pages one step further by adding easy-to-understand images because everyone likes pictures. Informational pages can be used on websites and as handouts in the office setting.

  • An infographic is a more concise way of providing information using images or charts. Infographics work well when information is easily explained with little detail. Plus, everyone likes pictures.

  • Providing information in a question format is an excellent method of guiding patients with medically relevant and factual data. An FAQ - a list of frequently asked questions that is searchable on a website gives the reader a sense of control and reassurance when they can find not only their questions, but others they may not have thought to ask.

  • Video links with healthcare professionals talking through procedures. Scripted content describing surgeries, examinations, and services in detail with the added benefit of real-time visuals appeals to consumers who can watch videos on the go or while waiting in office settings.

As a nurse practitioner and health writer, creating user-friendly B2C content in an easy-to-understand format is a specialty of mine. I have the knowledge and experience to write informational handouts, blogs, FAQs, and video scripts that inform the readers and drives website traffic. Make sure your consumer-facing content has the same level of expertise backing the information you are trying to convey to patients.


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