How it started

Banner Health had achieved scale and clinical strength, but many patients coming in for surgery were arriving unprepared. Pre-op and post-op materials were available, but they were inconsistent in tone, clarity and format; patients and their families often didn’t absorb the information or follow the steps required for optimal recovery.

This wasn’t just a communication issue. It was an experience issue: patients didn’t feel confident in their preparation, and variation across locations eroded trust and continuity of care.

What we did

We performed audience and market research to pinpoint where the patient experience broke down: interviews with patients and families, audits of existing materials, journey-mapping of pre- and post-surgery touchpoints.

Our a-ha moment: There was no shortage of materials. What was missing was consistent, clear, aligned content and process across every provider, hospital and location. The experience varied so much that patients couldn’t reliably trust what they were told.

With that insight, we developed a unified content and experience strategy. We rewrote and redesigned patient education materials — simplifying language, standardising design, aligning across pre-op classes, home-preparation steps and recovery guides. We also ensured that the experience connected back into the patient’s family context, making it about preparedness and trust, not just tasks.

How it’s going

Today, Banner Health’s patient education experience feels cohesive, understandable and relationship-focused. Patients and families engage more confidently from pre-op through recovery.

Internally, the consistent strategy has enabled referring physicians and practices to align around the same experience promise — strengthening trust and clarity at every stage.

The shift is from “we gave information” to “we shape experiences that build confidence, reduce variation and support lasting relationships between patient, family and provider.”

Instructional Marketing™ Content for Patients