Measuring your Content

Strategy

Margo Whisler

Manager, Digital

Content Strategy

Seattle Children’s

Hospital

Ahava Leibtag

President

Aha Media Group

Today

• Background

• Challenges

• Research

• Process

• Findings

BACKGROUND

Seattle Children’sSeattle Children’s Hospital (Seattle Children’s) specializes in treating children from infancy through young adulthood. For more than 100 years, they have been providing top-quality care to children. Through the collaboration of physicians in nearly 60 pediatric subspecialties, they provide inpatient, outpatient, diagnostic, surgical, rehabilitative, behavioral, emergency and outreach services. Seattle Children’s is consistently ranked among the nation’s best children’s hospitals by U.S. News & World Report magazine.

Focus Programs• Cancer and Blood Disorders Center• Craniofacial Center• Gastroenterology and Hepatology• Heart Center• Neonatology• Neurosurgery• Orthopedics and Sports Medicine• Pediatric Surgery (includes Reconstructive Pelvic Medicine)• Psychiatry & Behavioral Medicine and Autism Center• Transplant Center

The Goal

The goal is to create a template content strategy for one focus program so the

digital and clinical marketing teams can implement that sample for all focus

programs.

Content is a conversation.

Content Strategy: Two Parts

External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you

say it?

Internal Workflow

Content Strategy Answers

External Messaging Questions

• To whom are you speaking? �

• Who are you? �

• What are you trying to say? �

• How do you say it? �

• When and where do you say it?

Content Strategy Tools

• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

• Editorial Calendar

CHALLENGES

Challenge #1

How to communicate the concept and

value of multidisciplinary?

The multidisciplinary nature of our work and why its beneficial to patients and

families sometimes gets lost

Challenge #2

What does pediatric really mean and

why does it matter?

How can we emphasize the importance of a pediatric hospital and research

institute?

Challenge #3

Too wordy and not patient-focused

Key messages are getting lost in too much text that were not speaking to the

end-user

Challenge #4

Lack of Clear Direction

Current content lacks clarity around how you get an appointment(do you need a referral, can you just come?)

Lycra® Content Strategy: Goals

How do we:

1. Design and create a content strategy for 10 different specialties (focus programs)focused on the end-user?

2. Create a consistent information architecture so we don’t have to keep designing templates?

3. Make sure we are consistent in overall messaging?

4. Plan for and measure KPIs (Key Performance Indicators) to evaluate and tune content strategy implementation?

RESEARCH

Aha Media’s Approach

Establish

Content Governance

Content

Analysis

Content

Creation

Establishing

workflows

Content

Planning

•Persona Development

•Messaging Architecture

•Identity Pillar Identification

Build

business case

Content

AuditingDiscovery

Discovery

1. Content Auditing

2. Stakeholder Interviews

3. Analysis

Content Audits

Stakeholder Interviews

• Interviewed 12 key stakeholders over the course of 11 days

• 5 marketing & communications staff members participated in some interviews

Discovery Included• Reviewed and analyzed:

– Surveys of Parents and Referring Physicians

– Marketing dashboards

– Current Metrics

– Content Creation Process

– Personas

– Strategic Documentation

– Voice and Tone Guidelines– Core Strategy Statements for Clinics and Programs

Data

Data

• Audience research before an appointment

• Facebook surveys

• Feedback on current focus programs

• Focus Program Trackers

• Strategic Planning Dashboards

• Prospective Patient Reports

Data will tell you a story.

You have to be patient.

And listen.

Choosing a specialist?

Primary Concerns

FACTORS [Choosing a specialist] SCORE

Insurance 91%

Seriousness 89%

Reputation 87%

Referral from PCP/Pediatrician 85%

Access 79%

Possible out of pocket expenses 74%

Actual Situation (IBD)FACTORS [Primed for a certain situation] SCORE

Special training

or expertise in disease

90%

Outcomes

(Success of the specialist)

86%

Research 61%

Number of patients treated 61%

Recommendations

from other patients/families

57%

Recommendations

from family/friends

48%

WHAT WE LEARNED FROM

DISCOVERY

Finding #1

Providers are the Focus

For every focus program, at least a quarter of the traffic goes straight to

content about program team members/providers. This means who is treating is my child is top of mind for

every focus program.

Finding #2

Certain Content is Ignored

Press releases and media are completely ignored and clutter the

pages.

Finding #3

Customer Journey Challenge

Patients are going to conditions pages,

which means they are bypassing our

services. From your user surveys, this means

their questions are not being answered

because the conditions aren’t always

funneling them directly to the treatments.

Putting it all Together

Stakeholders shared concerns about messaging and information we provide

to patients and families

Lycra Content Strategy

The outliers are important because when we are striving for a Lycra content strategy, we want to ensure we are capturing the needs of all of the focus programs and their patients/families—not just the central needs.

Internal Workflow Concerns• Strategic Thinking: It’s a challenge for internal stakeholders to think about the content creation and management process strategically

• Direction: Process is well-managed but how do the internal stakeholders direct and drive that process?

• Texture: They want more texture—the content should reveal something visually and emotionally about the process

PROCESS: WORKSHOPS

Objectives• Focus on needs of prospective patient families

• Illustrate “why choose us”

• Standardization + “Lycra”– Respond to realities of visitor flow / organic search

– Focus and refine our messaging

– Plan for nimble maintenance

– Plan to measure – KPIs

– Plan to stre-e-e-e-e-tch to meet the differing needs of various focus programs

– Meets needs of audience no matter where they are in their journey (diagnosis/treatment)

4-Step Methodology

• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

Personas

• Build a real person

• Discover their questions

• Understand how they come to the content

Questions?• About the Doctors: “How long has the specialist been practicing this specialty?”,

“That the specialist would be too narrow in his/her scope of practice and not be able to see my child as a whole”, “Pediatric vs. general specialist?”

• Condition/Diagnosis: “I would want proof in my face stating that my child is sick.”

• Testing: “Should my child have food or drink restrictions before the appointment to ensure accuracy of test results?”, “What tests will be performed and how best do I prepare my child for what might take place?”

• Cost: “And last, but certainly not least…I would be concerned about the cost of the specialist.”

• Preparation: “What will I need to bring with me or for my child?”

• Appointment: “How long will the appointment take?”, “Whether I will be able to be with my child the entire time?”, “Are siblings welcome, feeding, changing options?”

• Emotional: “How do we need to prepare the child emotionally for the appointment?”

Identity Pillars

• Who are we as a brand?

• What do people think of us currently?

• How do we want to shift that perception?

Identity PillarsCurrent Identity Pillars ���� Future Identity Pillars

�

�

�

�

Messaging Architecture

• How do our identity pillars map from a business and patient/family perspective?

• How are we representing those ideas?

• What are our messages that reinforce the identity pillars?

Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

Creating the Information

Architecture• Is every question getting answered?

• What do the outliers want that we don’t have represented in this current IA?

• How much can the template flex?

Gap Analysis to Doublecheck

GI/Hepatology : Before

http://www.seattlechildrens.org/

clinics-

programs/gastroenterology-

hepatology/

GI/Hepatology: New

Side by Side

Outcomes

– Tableau format = real time

updates and reduces errors

– Brand consistency

vs.

Revised “Condition” pages

• Elevate information on how Seattle Children’s treats condition

• 4th tab: Meet Our Team

FINDINGS

Overall Findings

• Use data as your true north

• Work closely with the stakeholders

• Confirm your findings outside of your group

• Use an iterative approach

Use data as your true north

Work closely with stakeholders

Confirm your findings outside of

your group• Show to front line people you did not interview

• Consider usability testing

• Watch your analytics

Use an iterative approach

Positive Externalities

• Efficiency gains in editorial training and management

• Reduced future web development costs

• Replacing banners with identity pillars allows for timely updates, when needed

• KPI measurement becoming part of department culture

Questions?

Ahava Leibtag

Ahava Leibtag

Aha Media Group, LLC

ahava@ahamediagroup.com

Twitter: ahavaL

301-452-5331

Margo Whisler

Seattle Children’s

Margo.whisler@seattlechil

drens.org

206-987-4984

THANK YOU!