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Your Content Can Be an Asset: Put Down That Hammer
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Your Content Can Be an Asset: Put Down That Hammer

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You know Maslow's hammer: If all you have is a hammer, everything looks like a nail. Right now, a lot of us in the life sciences are running around with the hammer of poorly written, long, boring, …

You know Maslow's hammer: If all you have is a hammer, everything looks like a nail. Right now, a lot of us in the life sciences are running around with the hammer of poorly written, long, boring, impersonal content. We've been told that this is the only tool we're allowed to use -- by regulators, by our legal department, by our IT departments, sometimes by our own marketing or product development departments.

Of all things, this isn't the kind of content we need in health care -- because we're dealing with much more than nails. We need responsive, adaptive, patient-centered content. Yes, it needs to meet liability and regulatory guidelines, and it's got to work with legacy and current systems, but it needs to be engaging. It needs to be effective for the situation. Most of all, it needs to meet our patients' needs. And our providers' needs. And the needs of every other audience we have.

Given the constraints we work in, how do we treat content in a new way?

We'll talk about how to treat your content like an asset, and just as importantly, how to convince legal, medical, and finance teams to work with you.

Published in: Technology, News & Politics

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  • 1. Put Down That Hammer @lauracreekmore
  • 2. The Cardinal Sins of Content Strategy
  • 3. One Size Fits All
  • 4. Bureaucracy
  • 5. Just Do It!Once
  • 6. Just Say No
  • 7. Failure to Heart the Customer
  • 8. And Now for Something Completely Different
  • 9. • Trusting • Collaborative • Sharing • Teaching • Supporting • Comforting • Decisive • Flexible • Understanding • Relevant • Appropriate • Personal
  • 10. Which of those words describes your content?
  • 11. • Trusting • Collaborative • Sharing • Teaching • Supporting • Comforting • Decisive • Flexible • Understanding • Relevant • Appropriate • Personal
  • 12. • Trusting • Collaborative • Sharing • Teaching • Supporting • Comforting • Decisive • Flexible • Understanding • Relevant • Appropriate • Personal
  • 13. • Trusting • Collaborative • Sharing • Teaching • Supporting • Comforting • Decisive • Flexible • Understanding • Relevant • Appropriate • Personal
  • 14. • Trusting • Collaborative • Sharing • Teaching • Supporting • Comforting • Decisive • Flexible • Understanding • Relevant • Appropriate • Personal
  • 15. Legal
  • 16. Slow Reviews
  • 17. Rigid Systems
  • 18. Lack of Resources
  • 19. Lack ofVision
  • 20. Head, Meet Wall
  • 21. YES
  • 22. Money
  • 23. Accountability
  • 24. Customer/Patient Engagement
  • 25. Flexible
  • 26. Multi-Specialty
  • 27. The Whole Toolbox
  • 28. @lauracreekmore