Never underestimate the value of content that doesn't necessarily look like content: routine maintenance emails, forms, error pages, summaries of rules and procedures, handbooks, and deadline warnings. These have a big effect.
There are enough frictions between physician offices and health plans without additional ambiguity or administrative overhead. I came up with the Hotsheet so a physician office working with our Medicaid health plan would have a single document that would answer 90 percent of their “how do I do this?” questions.
If I could have added the number of the local pizza delivery, I would have: it would have insured the piece got used. Make your material useful!
Forms are an underappreciated interaction. Before I modified it, this form was 37 questions on three pages. Why ask things you're not interested in? Still, almost everyone does. Resist the urge.
A health plan member handbook is typically read only in frustration or despair--and so needs to be clear and helpful under stressful circumstances. Ideally, it contains everything a health plan member would need, and nothing else. Everything about it should be reassuring.
This was also aimed at a low-literacy Medicaid audience, and so had to be as clear and simple as possible.