HxRefactored -Aha Media Group - Ahava Leibtag
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HxRefactored -Aha Media Group - Ahava Leibtag HxRefactored -Aha Media Group - Ahava Leibtag Presentation Transcript

  • The Power of Empathy in Healthcare Content Ahava Leibtag President Aha Media Group @ahavaL  #HxRconf   1  
  • @ahavaL #HxRconf @ahavaL  #HxRconf   2  
  • Deep Sea Oil Rigging @ahavaL  #HxRconf   3  
  • Jack Up Rig @ahavaL  #HxRconf   4  
  • Bottom-Setting Platform @ahavaL  #HxRconf   5  
  • @ahavaL  #HxRconf   6  
  • Production Casing @ahavaL  #HxRconf   7  
  • Oil Shale @ahavaL  #HxRconf   8  
  • @ahavaL  #HxRconf   9  
  • @ahavaL  #HxRconf   10  
  • @ahavaL  #HxRconf   11  
  • Today 1.  What is empathy? 2.  Content is a conversation 3.  Are we giving patients the conversations they want? 4.  How to create empathetic healthcare content @ahavaL  #HxRconf   12  
  • What is Empathy? @ahavaL  #HxRconf   13  
  • The ability to understand and share the feelings of another. @ahavaL  #HxRconf   14  
  • @ahavaL  #HxRconf   15  
  • @ahavaL  #HxRconf   16  
  • @ahavaL  #HxRconf   17  
  • @ahavaL  #HxRconf   18  
  • @ahavaL  #HxRconf   19  
  • @ahavaL  #HxRconf   20  
  • @ahavaL  #HxRconf   21  
  • Content is a conversation. @ahavaL  #HxRconf   22  
  • To whom are we talking? à @ahavaL  #HxRconf   23  
  • To whom are we talking? à Who are our customers? @ahavaL  #HxRconf   24  
  • Who are we? à @ahavaL  #HxRconf   25  
  • Who are we? à Who is our brand? @ahavaL  #HxRconf   26  
  • CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL  #HxRconf   27  
  • CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL  #HxRconf   28  
  • Email  Addresses/Contacts   Engaged   Prospect  &   Recycled   Lead   Sales  Lead   Opport unity   Custo mer   Sales Funnel Marke=ng  Sales   Nurturing   Database     @ahavaL  #HxRconf   29  
  • @ahavaL  #HxRconf   30  
  • Complexities of Healthcare Content •  Intimate •  Politically sensitive •  Opaque •  Dangerous •  Requires definition @ahavaL  #HxRconf   31  
  • Intimate @ahavaL  #HxRconf   32  
  • Politically Sensitive @ahavaL  #HxRconf   33  
  • Opaque @ahavaL  #HxRconf   34  
  • Dangerous @ahavaL  #HxRconf   35  
  • Requires Definition @ahavaL  #HxRconf   36  
  • @ahavaL  #HxRconf   37  
  • I don’t know what to say. @ahavaL  #HxRconf   38  
  • @ahavaL  #HxRconf   39  
  • What would you want to hear? @ahavaL  #HxRconf   40  
  • MULTIDISCIPLINARY @ahavaL  #HxRconf   41  
  • COMPLEX @ahavaL  #HxRconf   42  
  • ADVANCED @ahavaL  #HxRconf   43  
  • STATE-OF-THE-ART @ahavaL  #HxRconf   44  
  • WORLD- CLASS @ahavaL  #HxRconf   45  
  • @ahavaL  #HxRconf   46  
  • Are we giving patients the conversations they want? @ahavaL  #HxRconf   47  
  • CHALLENGE: TOP 50 CANCER WEBSITES @ahavaL  #HxRconf   48  
  • 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-­‐KeQering  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   MassachuseQs  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  Bap=st  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  Ins=tute   17   Thomas  Jefferson  University  Hospital   42   UC  San  Diego  Medical  Center   18   Duke  University  Medical  Center   43   University  of  North  Carolina  Hospitals   19   MoffiQ  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  PiQsburgh  Medical  Center   50   Beth  Israel  Deaconess  Medical  Center  @ahavaL  #HxRconf   49  
  • ADVANCED 43   @ahavaL  #HxRconf   50  
  • RANKED BY U.S.NEWS & WORLD REPORT 21   @ahavaL  #HxRconf   51  
  • COMPASSIONATE 17   @ahavaL  #HxRconf   52  
  • MULTIDISCIPLINARY 14   @ahavaL  #HxRconf   53  
  • WORLD-CLASS 9   @ahavaL  #HxRconf   54  
  • CUTTING-EDGE 5   @ahavaL  #HxRconf   55  
  • PATIENT-FOCUSED 1   @ahavaL  #HxRconf   56  
  • CHALLENGE: WHAT DO PATIENTS REALLY WANT? @ahavaL  #HxRconf   57  
  • SURVEY •  Used survey monkey •  Sent out link through emails, Twitter, Facebook and LinkedIn •  Survey was open for 6 weeks •  Closed survey at 200 respondents @ahavaL  #HxRconf   58  
  • GENDER 66%   34%   @ahavaL  #HxRconf   59  
  • AGE 30%   34%   8%   6%   22%   @ahavaL  #HxRconf   60  
  • USAGE PATTERNS 95%   68%   91%   53%   @ahavaL  #HxRconf   61  
  • EDUCATION 6%   41%   54%   @ahavaL  #HxRconf   62  
  • EXPERIENCE 52%   48%   @ahavaL  #HxRconf   63  
  • @ahavaL  #HxRconf   64  
  • WORDS •  World-class •  Advanced •  Multidisciplinary •  Cutting-edge •  Compassionate •  Patient-focused •  Ranked by U.S.News & World Report @ahavaL  #HxRconf   65  
  • 21%   World-Class 9   @ahavaL  #HxRconf   66  
  • ADVANCED 43   26%   @ahavaL  #HxRconf   67  
  • MULTIDISCIPLINARY 14   28%   @ahavaL  #HxRconf   68  
  • CUTTING-EDGE 5   21%   @ahavaL  #HxRconf   69  
  • COMPASSIONATE 17   47%   @ahavaL  #HxRconf   70  
  • RANKED BY U.S.NEWS & WORLD REPORT 21   43%   @ahavaL  #HxRconf   71  
  • PATIENT-FOCUSED 1   70%   @ahavaL  #HxRconf   72  
  • How do we ensure empathetic user experiences? @ahavaL  #HxRconf   73  
  • @ahavaL #HxRconf Criteria  for Evaluating User Experience A user-friendly experience is the result of: •  Effective navigation – Can users find what they’re looking for? •  Valuable content – Is the information useful and usable? •  Good presentation – Is it easy to quickly comprehend? •  Efficient interaction – Can they act on it effectively? +   +   +  
  • And content? @ahavaL  #HxRconf   75  
  • Business   Goals   User     Tasks   @ahavaL  #HxRconf   76  
  • Business   Goals   User     Tasks   @ahavaL  #HxRconf   77  
  • Business Goals User Tasks @ahavaL  #HxRconf   78  
  • WHY SHOULD WE BOTHER WITH CONTENT? @ahavaL  #HxRconf   79  
  • WHY SHOULD WE BOTHER WITH GOOD CONTENT? @ahavaL  #HxRconf   80  
  • 57%   43%   @ahavaL  #HxRconf   81  
  • 77%   23%   @ahavaL  #HxRconf   82  
  • PEOPLE ARE HUNGRY FOR INFORMATION. @ahavaL  #HxRconf   83  
  • 20%   40%   46%   @ahavaL  #HxRconf   84  
  • How do You Create Empathetic Healthcare Content? @ahavaL  #HxRconf   85  
  • #1: Start with what your audience wants to hear. @ahavaL  #HxRconf   86  
  • #1: Start with what your audience wants to hear. NOT what you want to say. @ahavaL  #HxRconf   87  
  • Creating Empathetic Content •  Personas •  Customer Journey Maps •  Testing @ahavaL  #HxRconf   88  
  • Personas @ahavaL  #HxRconf   89  
  • @ahavaL  #HxRconf   90  
  • @ahavaL  #HxRconf   91  
  • Customer Journey Maps @ahavaL  #HxRconf   92  
  • @ahavaL  #HxRconf   93  
  • CONTENT AUDITS @ahavaL  #HxRconf   94  
  • Google   Condi=on   Treatment   Service   Provider   @ahavaL  #HxRconf   95  
  • @ahavaL  #HxRconf   96  
  • @ahavaL  #HxRconf   #FAIL   97  
  • Revised “Condition” pages @ahavaL  #HxRconf   98  
  • Test @ahavaL  #HxRconf   99  
  • Diabetes Page @ahavaL  #HxRconf   100  
  • https://www.youtube.com/ watch?v=-3fW_zTNvFM @ahavaL  #HxRconf   101  
  • Round 1: User Testing How much weight do you need to lose to lower your risk of diabetes? 17% @ahavaL  #HxRconf   102  
  • @ahavaL  #HxRconf   103  
  • @ahavaL  #HxRconf   104  
  • Round 2: User Testing How much weight do you need to lose to lower your risk of diabetes? 63% @ahavaL  #HxRconf   105  
  • https://www.youtube.com/ watch?v=iWhb09cS4sI @ahavaL  #HxRconf   106  
  • Diabetes Pages: Before and After @ahavaL  #HxRconf   107  
  • Testing 1.  Usability Testing 2.  Quality Audits 3.  Paper Testing 4.  Recall Testing 5.  Focus Group Testing @ahavaL  #HxRconf   108  
  • #2: What makes you different? @ahavaL  #HxRconf   109  
  • @ahavaL  #HxRconf   110  
  • @ahavaL  #HxRconf   111  
  • #3: Are you willing to speak human? @ahavaL  #HxRconf   112  
  • @ahavaL  #HxRconf   113  
  • @ahavaL  #HxRconf   114  
  • @ahavaL  #HxRconf   115  
  • @ahavaL  #HxRconf   116  
  • Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahavaL  #HxRconf   THANK YOU! 117