1. Respect their time

Read Time

• Helps communicate article length concisely.
• Reading time is easier for users to understand than word count.
• Healio articles vary in size, making the indicator useful.
• Informs users before they click on a link.

2. Earn their trust

• Article header includes author, sources, and associated brand
• Industry standard publication logo reinforces authenticity.
• Association with trusted source helps build user trust.

3. Give them what they want

User specialty filter

• Users typically stay within their specialty and rarely switch channels.
• Specialists, like Endocrinologists, focus only on their specific field (e.g., no crossover to Cardiology).
• It is important to deliver specialty-specific content.
• While switching specialties is possible, it happens rarely.