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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 t...
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	
  
Cus...
@ahavaL	
  #HxRconf	
   30	
  
Complexities of Healthcare
Content
•  Intimate
•  Politically sensitive
•  Opaque
•  Dangerous
•  Requires definition
@aha...
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	
   ...
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 week...
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...
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 navi...
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	
  #...
#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...
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Transcript of "HxRefactored -Aha Media Group - Ahava Leibtag"

  1. 1. The Power of Empathy in Healthcare Content Ahava Leibtag President Aha Media Group @ahavaL  #HxRconf   1  
  2. 2. @ahavaL #HxRconf @ahavaL  #HxRconf   2  
  3. 3. Deep Sea Oil Rigging @ahavaL  #HxRconf   3  
  4. 4. Jack Up Rig @ahavaL  #HxRconf   4  
  5. 5. Bottom-Setting Platform @ahavaL  #HxRconf   5  
  6. 6. @ahavaL  #HxRconf   6  
  7. 7. Production Casing @ahavaL  #HxRconf   7  
  8. 8. Oil Shale @ahavaL  #HxRconf   8  
  9. 9. @ahavaL  #HxRconf   9  
  10. 10. @ahavaL  #HxRconf   10  
  11. 11. @ahavaL  #HxRconf   11  
  12. 12. 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  
  13. 13. What is Empathy? @ahavaL  #HxRconf   13  
  14. 14. The ability to understand and share the feelings of another. @ahavaL  #HxRconf   14  
  15. 15. @ahavaL  #HxRconf   15  
  16. 16. @ahavaL  #HxRconf   16  
  17. 17. @ahavaL  #HxRconf   17  
  18. 18. @ahavaL  #HxRconf   18  
  19. 19. @ahavaL  #HxRconf   19  
  20. 20. @ahavaL  #HxRconf   20  
  21. 21. @ahavaL  #HxRconf   21  
  22. 22. Content is a conversation. @ahavaL  #HxRconf   22  
  23. 23. To whom are we talking? à @ahavaL  #HxRconf   23  
  24. 24. To whom are we talking? à Who are our customers? @ahavaL  #HxRconf   24  
  25. 25. Who are we? à @ahavaL  #HxRconf   25  
  26. 26. Who are we? à Who is our brand? @ahavaL  #HxRconf   26  
  27. 27. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL  #HxRconf   27  
  28. 28. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL  #HxRconf   28  
  29. 29. Email  Addresses/Contacts   Engaged   Prospect  &   Recycled   Lead   Sales  Lead   Opport unity   Custo mer   Sales Funnel Marke=ng  Sales   Nurturing   Database     @ahavaL  #HxRconf   29  
  30. 30. @ahavaL  #HxRconf   30  
  31. 31. Complexities of Healthcare Content •  Intimate •  Politically sensitive •  Opaque •  Dangerous •  Requires definition @ahavaL  #HxRconf   31  
  32. 32. Intimate @ahavaL  #HxRconf   32  
  33. 33. Politically Sensitive @ahavaL  #HxRconf   33  
  34. 34. Opaque @ahavaL  #HxRconf   34  
  35. 35. Dangerous @ahavaL  #HxRconf   35  
  36. 36. Requires Definition @ahavaL  #HxRconf   36  
  37. 37. @ahavaL  #HxRconf   37  
  38. 38. I don’t know what to say. @ahavaL  #HxRconf   38  
  39. 39. @ahavaL  #HxRconf   39  
  40. 40. What would you want to hear? @ahavaL  #HxRconf   40  
  41. 41. MULTIDISCIPLINARY @ahavaL  #HxRconf   41  
  42. 42. COMPLEX @ahavaL  #HxRconf   42  
  43. 43. ADVANCED @ahavaL  #HxRconf   43  
  44. 44. STATE-OF-THE-ART @ahavaL  #HxRconf   44  
  45. 45. WORLD- CLASS @ahavaL  #HxRconf   45  
  46. 46. @ahavaL  #HxRconf   46  
  47. 47. Are we giving patients the conversations they want? @ahavaL  #HxRconf   47  
  48. 48. CHALLENGE: TOP 50 CANCER WEBSITES @ahavaL  #HxRconf   48  
  49. 49. 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  
  50. 50. ADVANCED 43   @ahavaL  #HxRconf   50  
  51. 51. RANKED BY U.S.NEWS & WORLD REPORT 21   @ahavaL  #HxRconf   51  
  52. 52. COMPASSIONATE 17   @ahavaL  #HxRconf   52  
  53. 53. MULTIDISCIPLINARY 14   @ahavaL  #HxRconf   53  
  54. 54. WORLD-CLASS 9   @ahavaL  #HxRconf   54  
  55. 55. CUTTING-EDGE 5   @ahavaL  #HxRconf   55  
  56. 56. PATIENT-FOCUSED 1   @ahavaL  #HxRconf   56  
  57. 57. CHALLENGE: WHAT DO PATIENTS REALLY WANT? @ahavaL  #HxRconf   57  
  58. 58. 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  
  59. 59. GENDER 66%   34%   @ahavaL  #HxRconf   59  
  60. 60. AGE 30%   34%   8%   6%   22%   @ahavaL  #HxRconf   60  
  61. 61. USAGE PATTERNS 95%   68%   91%   53%   @ahavaL  #HxRconf   61  
  62. 62. EDUCATION 6%   41%   54%   @ahavaL  #HxRconf   62  
  63. 63. EXPERIENCE 52%   48%   @ahavaL  #HxRconf   63  
  64. 64. @ahavaL  #HxRconf   64  
  65. 65. WORDS •  World-class •  Advanced •  Multidisciplinary •  Cutting-edge •  Compassionate •  Patient-focused •  Ranked by U.S.News & World Report @ahavaL  #HxRconf   65  
  66. 66. 21%   World-Class 9   @ahavaL  #HxRconf   66  
  67. 67. ADVANCED 43   26%   @ahavaL  #HxRconf   67  
  68. 68. MULTIDISCIPLINARY 14   28%   @ahavaL  #HxRconf   68  
  69. 69. CUTTING-EDGE 5   21%   @ahavaL  #HxRconf   69  
  70. 70. COMPASSIONATE 17   47%   @ahavaL  #HxRconf   70  
  71. 71. RANKED BY U.S.NEWS & WORLD REPORT 21   43%   @ahavaL  #HxRconf   71  
  72. 72. PATIENT-FOCUSED 1   70%   @ahavaL  #HxRconf   72  
  73. 73. How do we ensure empathetic user experiences? @ahavaL  #HxRconf   73  
  74. 74. @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? +   +   +  
  75. 75. And content? @ahavaL  #HxRconf   75  
  76. 76. Business   Goals   User     Tasks   @ahavaL  #HxRconf   76  
  77. 77. Business   Goals   User     Tasks   @ahavaL  #HxRconf   77  
  78. 78. Business Goals User Tasks @ahavaL  #HxRconf   78  
  79. 79. WHY SHOULD WE BOTHER WITH CONTENT? @ahavaL  #HxRconf   79  
  80. 80. WHY SHOULD WE BOTHER WITH GOOD CONTENT? @ahavaL  #HxRconf   80  
  81. 81. 57%   43%   @ahavaL  #HxRconf   81  
  82. 82. 77%   23%   @ahavaL  #HxRconf   82  
  83. 83. PEOPLE ARE HUNGRY FOR INFORMATION. @ahavaL  #HxRconf   83  
  84. 84. 20%   40%   46%   @ahavaL  #HxRconf   84  
  85. 85. How do You Create Empathetic Healthcare Content? @ahavaL  #HxRconf   85  
  86. 86. #1: Start with what your audience wants to hear. @ahavaL  #HxRconf   86  
  87. 87. #1: Start with what your audience wants to hear. NOT what you want to say. @ahavaL  #HxRconf   87  
  88. 88. Creating Empathetic Content •  Personas •  Customer Journey Maps •  Testing @ahavaL  #HxRconf   88  
  89. 89. Personas @ahavaL  #HxRconf   89  
  90. 90. @ahavaL  #HxRconf   90  
  91. 91. @ahavaL  #HxRconf   91  
  92. 92. Customer Journey Maps @ahavaL  #HxRconf   92  
  93. 93. @ahavaL  #HxRconf   93  
  94. 94. CONTENT AUDITS @ahavaL  #HxRconf   94  
  95. 95. Google   Condi=on   Treatment   Service   Provider   @ahavaL  #HxRconf   95  
  96. 96. @ahavaL  #HxRconf   96  
  97. 97. @ahavaL  #HxRconf   #FAIL   97  
  98. 98. Revised “Condition” pages @ahavaL  #HxRconf   98  
  99. 99. Test @ahavaL  #HxRconf   99  
  100. 100. Diabetes Page @ahavaL  #HxRconf   100  
  101. 101. https://www.youtube.com/ watch?v=-3fW_zTNvFM @ahavaL  #HxRconf   101  
  102. 102. Round 1: User Testing How much weight do you need to lose to lower your risk of diabetes? 17% @ahavaL  #HxRconf   102  
  103. 103. @ahavaL  #HxRconf   103  
  104. 104. @ahavaL  #HxRconf   104  
  105. 105. Round 2: User Testing How much weight do you need to lose to lower your risk of diabetes? 63% @ahavaL  #HxRconf   105  
  106. 106. https://www.youtube.com/ watch?v=iWhb09cS4sI @ahavaL  #HxRconf   106  
  107. 107. Diabetes Pages: Before and After @ahavaL  #HxRconf   107  
  108. 108. Testing 1.  Usability Testing 2.  Quality Audits 3.  Paper Testing 4.  Recall Testing 5.  Focus Group Testing @ahavaL  #HxRconf   108  
  109. 109. #2: What makes you different? @ahavaL  #HxRconf   109  
  110. 110. @ahavaL  #HxRconf   110  
  111. 111. @ahavaL  #HxRconf   111  
  112. 112. #3: Are you willing to speak human? @ahavaL  #HxRconf   112  
  113. 113. @ahavaL  #HxRconf   113  
  114. 114. @ahavaL  #HxRconf   114  
  115. 115. @ahavaL  #HxRconf   115  
  116. 116. @ahavaL  #HxRconf   116  
  117. 117. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahavaL  #HxRconf   THANK YOU! 117  
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