Tamara Shores
Shepherding Style
Working in patient education means two things: crafting visual content for a wide array of purposes and conforming to some very rigid technical requirements. As a white label B2B content team, our content needed to fit both rich digital ecosystems and RTF integrations with an office laser printer as an end-point.
While I was able to rely on a large team of very talented people--medical directors, animators, medical illustrators, and medical writers--developing a coherent visual language across such varied work proved challenging and rewarding.
It took building a team culture that valued trust and visibility. Sharing and critiquing work allowed us to sync up style across different types of projects; developing robust style guides meant individuals could work without micromanagement.
The results speak for themselves: we developed what was consistently regarded the best-in-class, award-winning patient education.
Plain
Personal
Possible
For every health decision
"The greatest untapped resource in healthcare is the patient."
As part of our mission to help people make better health decisions, we'd focused on not just endlessly expanding our content offering, but were investing heavily in updating and enhancing our existing content. During my time at Healthwise, I oversaw the evolution of every type of content we made as well as introduced new types. We evolved our visual approach and style for videos, medical illustration, and instructional content. And always we kept an eye out for efficient visual choices (so we could do more) and inclusive visual choices (so we could represent more people).
Creative Direction:
3D Medial Animation
Working with a talented medical animator, we developed a visual style using 3D animation that met our goals for plain language. This simplified style helps patients understand complex health conditions.
3D Animation: Erin Martin
Motion Graphics: Tamara Shores
Accessibility Team Graphics
Special Projects
Some projects are bigger. And special.
Visual Patient Instructions
Our B2B content flowed through a complex architecture to be able to integrate securely inside rigid health care ecosystems. A major content redesign project involved developing new content patterns that included images at the section level. As part of the visual strategy the images needed to hold up whether printed out on an clinic's laser printer or flowing into a client's web portal. And we needed to be able to create images quickly for a range of topics.
