This amazing article explains how two usability consultants responded when they went into a hospital to interview website users and discovered that patients and families were not even really engaging with the website, because it didn't occur to them.

So they threw away their preconceived notions and went with the real stories of the people using the service, and developed a proper patient engagement strategy including things like sending a follow-up email with reliable sources of information and links to videos of people talking about their experiences with cancer.

They did this by creating a safe space for people to talk about what was often the worst day of their lives, and they really listened to people's emotions.