This document discusses developing effective patient education content for digital platforms in healthcare. It emphasizes having clear goals and messaging, ensuring content is relevant, and testing the impact on audiences. Key points include choosing the right expert partners, leveraging dwell time with targeted content, and continually refreshing content to keep messages engaging. The overall goal is to improve the patient experience through digital signage while delivering impactful messaging.

1. Developing Successful Patient Education for
Digital Platforms in Healthcare
Wednesday, September 21, 2011 / 1:45 – 2:15PM

2. Presenter
____________________________________________________________
Philip M. Cohen
PRESIDENT/CEO
CARE MEDIA HOLDINGS CORP.

3. Learning Objectives
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1. Be clear about your goals in order to build a
cohesive and effective content strategy.
2. Establish the story you want to tell/your
messaging. Select an expert content partner
with proven experience.
3. Ensure that content is relevant to the
environment and create a meaningful
connection that appeals to their specific
needs.
4. Test. Prove your audience and network value
through third-party research data.
Advertisers are buying results.

4. Average Wait Time
____________________________________________________________
The average wait to
see the doctor is
22 minutes*
* Source: 2009 report by Press Ganey Associates.

5. Dwell Time is Opportunity
____________________________________________________________
Dwell time is opportunity to…
Deliver highly targeted messaging…

6. Goals for Digital Signage
____________________________________________________________
Patient/Visitor/ Staff Reduce perceived
Communication Inform & educate
wait times

7. Value of Digital Signage
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 Impacts total patient experience
 Ultra-targeted messaging – right
time to the right person
 Decreases perceived wait time
 Motivates and impacts an action
/ behavior
 Research proves people pay
attention and respond/recall at
increased levels

8. Why Content is Important
____________________________________________________________
Content creates Targeted Good content
media content can builds audience
experiences deliver engagement.
across all messaging with
screens: online, impact and
TV, mobile and impel an
digital-out-of audience to take
home. a desired action

9. Critical Success Factor
____________________________________________________________
You are in the
business of What is your
delivering a objective?
message…

10. Delivering Relevance
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 Create a meaningful connection with your audience through
messaging that is relevant to their situation … a hospital cafeteria
vs. outpatient waiting area vs. doctor’s waiting room, etc.
 Leverage captive dwell times with relevant content:
◦ Patient education
◦ Additional patient services
◦ Relieve patient anxiety
◦ Establish your practice as a trusted resource
◦ Encourage patients to refer their family and friends
◦ Special announcements
◦ Call to action

11. Playlist Development
____________________________________________________________
The right Playlist will evolve out
of an in-depth understanding of
key factors:
◦ Dwell time
◦ Environment
◦ What the audience is doing
◦ Loop Time

12. Sample Play List
____________________________________________________________
Source: KidCARE TV

13. Planning & Management
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Partner with the right
Partners…
Content/Hardware/Software
Develop a targeted Test / Adjust / Refresh
and sustainable
Optimize
Content Strategy
Develop your “story”
Keep message
to respond to
delivery fresh,
audience needs,
relevant and
values, culture,
engaging
emotions

14. 5 Key Takeaways
____________________________________________________________
 Have an objective/mission – know exactly what you want
out of your digital signage.
 Create a plan that will offer long-term effectiveness and
scale-ability.
 Content must be the first priority in the planning process.
 Select experienced and trusted partners.
 Build a sustainability model.

15. Questions?
____________________________________________________________

16. Contact
____________________________________________________________
Philip M. Cohen
President / CEO
CARE MEDIA HOLDINGS CORP.
5625 W. Waters Avenue, Suite E
Tampa, FL. 33634
(813) 888-7330
PCohen@CAREMediaTV.com
www.caremediatv.com