Personal stories where the reader could relate is an important factor.
What do patients look for on health websites?
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A personal story is nice, but with consumers in the driver’s seat (now needing to be actively engaged in the decision making process) the time for accurate information has never been greater.
I argue as much in this recent post:http://www.revolutionhealth.com/blogs/valjonesmd/medicines-real-langu-2846