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Plan Your Content Strategy BEFORE
your Social Media Strategy
Ahava Leibtag, PresidentAha Media Group
New England Society for Healthcare Communications
May 22 2015
@ahavaL #NESHco2015
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Clinical TrialsLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet sollicitudin. Quisque eu justo et elit faucibus efficitur ut in justo. Aenean id ante in eros pharetra euismod. Curabitur imperdiet commodo elit non bibendum. Mauris vulputate congue leo, vel vehicula ex consectetur vel. Aenean accumsan ante dui, in efficitur dolor tincidunt ac. Integer vitae neque ut diam aliquam molestie. Praesent eu arcu lectus. Aliquam mattis enim scelerisque, lobortis enim eu, convallis nibh. Maecenas tellus est, egestas vitae bibendum vel, fermentum quis dolor. In in ullamcorper quam. Phasellus vitae posuere urna. Quisque ac auctor est. Aliquam erat volutpat. Donec condimentum lacus scelerisque, tincidunt sapien vel, tincidunt nunc. Suspendisse rhoncus augue ac ex pellentesque, varius venenatis nisi feugiat. Pellentesque cursus, dolor eget tempus blandit, purus velit fermentum erat, eu consectetur nisi lacus vel tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet
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Need Help?
Contact Us
Nurse NavigatorLive Support
SEND
How can we help you?
#1:Multiple Touchpoints
Need
1 Awareness
2 Engagement
3 Decision
4
UnconsciousIncompetence
ConsciousIncompetence
ConsciousCompetence
UnconsciousCompetence
Literacy
Fluency
Mastery
Need
Awareness
Engagement
Decision
What is content?
Content has 3 parts.
Content Formats
• Written articles• Podcasts• Videos• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
Vs.(Don’t Get Confused)
Content Delivery Tools
• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
If we don’t know what we’re saying, how can we possibly
plan distribution?
What is content strategy?
Content Strategy:
• Align content with business objectives• Support customers in accomplishing tasks
Business Goals
User Tasks
Need
1 Awareness
2 Engagement
3 Decision
4
Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the display and delivery of content?
#1: Editorial/Brand
All organizations need to know:1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?
#2: Workflow
They also need to know:Internally who is responsible for all the different phases of a content strategy?
• Plan• Create• Publish• Distribute• Analyze• Govern
#3: Technical Display/Delivery of Content
• XML• DITA• Metadata• Structured content• Adaptive content• Content modeling
5 Essential Questions
5 Essential Questions1. To whom are you speaking?
To Whom Are you Speaking?
5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?
Who are you as a brand?
Identity Pillars
Current Identity Pillars Future Identity Pillars
Identity Pillars
Current Identity Pillars Future Identity Pillars
Identity Pillars
Current Identity Pillars Future Identity Pillars
Unusable
Identity Pillars
Current Identity Pillars Future Identity Pillars
Unusable User-friendly
Identity PillarsCurrent Identity Pillars Future Identity Pillars
Arrogant Academics
Patient Experts
Excellent Nursing Care
Excellent Nursing Care
Advanced Technology
Advanced Technology
Research-driven Patient-care and research when appropriate
5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?
What are you trying to say?
Healthcare.gov
Current Identity Pillars Future Identity Pillars
Unusable User-friendly
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable User-friendly
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
• We improved code so information loaded faster.
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
• We improved code so information loaded faster.
• We improved our databases.
Messaging ArchitectureCurrent Content
PillarsFuture Content Pillars Articulation Statement Messaging
Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
• We improved code so information loaded faster.
• We improved our databases.• We created a glossary so
people could understand our terms.
5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?4. How do you say it?
How do you say it?
Voice and Tone
We are:sophisticated innovative academic
friendly fun important smart differentfunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
Voice and Tone
We are:sophisticated innovative academic
friendly fun important smart differentfunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
Voice and Tone
We are:sophisticated innovative academic
friendly fun important smart differentfunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
Voice and Tone at Facebook
5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?4. How do you say it?5. When and where do you say it?
When and where do you say it?
Editorial Calendar
#2:Improve the Patient Experience
(PX)
What makes great conversations?
Great Conversations
1. Listen first
Great Conversations
1. Listen first2. Let the other person talk about themselves
Great Conversations
1. Listen first2. Let the other person talk about themselves3. Emphasize similarities
Are we giving patients the conversations they want?
Perception
Round 1: User Testing
How much weight do you need to lose to lower your risk of diabetes? 17%
Round 2: User Testing
How much weight do you need to lose to lower your risk of diabetes? 63%
Diabetes Pages: Before and After
CHALLENGE: TOP 50 CANCER WEBSITES
Rank Top 50 Cancer Hospitals (*U.S. News & World Report) Rank Hospitals
1 University of Texas MD Anderson Cancer Center 26 Cedars-Sinai Medical Center
2 Memorial Sloan-Kettering Cancer Center 27 University of Kansas Hospital
3 Mayo Clinic (Rochester, MN) 28 Vanderbilt University Medical Center
4 Johns Hopkins Hospital 29 Yale-New Haven Hospital
5 Dana-Farber/Brigham and Women's Cancer Center 30 Fox Chase Cancer Center
6 Massachusetts General Hospital 31 University of Chicago Medical Center
7 UCSF Medical Center 32 IU Health Academic Health Center
7 University of Washington Medical Center 33 Mayo Clinic (Phoenix, AZ)
9 Cleveland Clinic 34 Mayo Clinic (Jacksonville, FL)
10 Stanford Hospital and Clinics 35 Hackensack University Medical Center
11 UCLA Medical Center 36 University of Iowa Hospitals and Clinics
12 Wake Forest Baptist Medical Center 37 University of Minnesota Medical Center
13 Hospital of the University of Pennsylvania 38 NYU Langone Medical Center
14 Northwestern Memorial Hospital 39 University of Maryland Medical Center
15 City of Hope 40 Houston Methodist Hospital
15 Seidman Cancer Center at UH Case Medical 41 Roswell Park Cancer Institute
17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center
18 Duke University Medical Center 43 University of North Carolina Hospitals
19 Moffitt Cancer Center 44 Emory University Hospital
20 Ohio State University James Cancer Hospital 45 Nebraska Medical Center
21 Barnes-Jewish Hospital/Washington University 46 Hahnemann University Hospital
22 New York-Presbyterian University Hospital of Columbia and Cornell 47 University of Wisconsin Hospital and Clinics
23 University of Colorado Hospital 48 USC Norris Cancer Hospital
24 University of Michigan Hospitals and Health Centers 49 Oregon Health and Science University
25 UPMC-University of Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Center
Are we connecting?
• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S.News & World Report
SURVEY
• Used Survey Monkey• Sent out link through emails, Twitter, Facebook and LinkedIn• Survey was open for 6 weeks• Closed survey at 200 respondents
GENDER
66%
34%
AGE
30%
34%
8%
6%
22%
EDUCATION
6%
41%
54%
EXPERIENCE
52%
48%
WORDS/PHRASES
• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S. News & World Report
21%
World-Class
9
ADVANCED
43 26%
MULTIDISCIPLINARY
14 28%
CUTTING-EDGE
5 21%
COMPASSIONATE
17 47%
RANKED BY U.S. NEWS & WORLD REPORT
21 43%
PATIENT-FOCUSED
1 70%
Need
1 Awareness
2 Engagement
3 Decision
4
Summary1. People move through a buying process. Support those
multiple touchpoints with strategic content.2. How do we define content?3. How do we define content strategy and how do we answer 5
essential questions?4. How do we support the patient experience through
conversations?
Plan Your Content Strategy BEFORE
your Social Media Strategy
Ahava Leibtag, PresidentAha Media Group
New England Society for Healthcare Communications
May 22 2015
Thank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.com
ahavaLLinkedinFacebook