What are patients going through? What sorts of questions do they ask in social media? What do they think about what health professionals tell them about their conditions? Do you know?
Suggestion: on Facebook there are many groups for people with different health conditions. Join these groups for a while to see what they are talking about. Do not tout for business, use them an an opportunity to walk in their shoes to see what their issues are.
For example, there is this Facebook group on Freiberg’s disease and this one on Morton’s Neuroma.