8 March 2007

Britons prefer health websites that offer the "human touch", according to a report by the Economic and Social Research Council.

The study, which was conducted by Professor Pamela Biggs at Northumbria University, found that human-user interface was the key to successful interaction with a site, irrespective of the accuracy of information it contained.

"People don't have the patience to scroll through pages in order to find something useful. Ease of access is so important," explained Professor Biggs.

Additionally, features such as case studies where users could find stories similar to their own experiences were found to be effective in establishing trust in the site.

Links to pharmaceutical companies and adverts were found to engender distrust in the user.

Last year the Healthcare Commission created a new website allowing Britons to examine the performance of private healthcare providers - aiming to help them receive a better quality of service.

© Adfero Ltd

Keep up to date with industry and Nomensa news by signing up to Nomensa newsletters.