1 A lot of people in the healthcare industry simply don’t “get it” when it comes to the way patients receive information. Some communications are technical and difficult to understand. The rest is written with total disregard for the audience it is intended for. Boring newsletters are deleted without ever being opened. Information that is intended to help patients stay healthy is disregarded because it’s buried in mounds of copy. For Geisinger Health Plan, the question became: “How do we take the stuff that helps our members with decisions and make it direct and informative?” This question lit a fire for me. After joining Geisinger, I never wanted to send communications to members that they couldn’t do something with. Every letter that came across my desk, I wanted to make sure

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