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.
3. Learning Objectives
____________________________________________________________
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.
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
____________________________________________________________
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
10. Delivering Relevance
____________________________________________________________
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
13. Planning & Management
____________________________________________________________
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.