Presented at Confab 2011: The Content Strategy Conference Presented at 15th Annual Greystone.Net Healthcare Internet Conference Content strategy for healthcare organizations is critical, as hospitals focus their efforts on increasing patient volumes and awareness of their brand. In an academic medical center – with additional demands from research and educational sides of the organization – the organizational goals can be especially complex. What kind of content do users really want? What types of content work best? And how can the organization’s content strategy balance widespread internal goals with those of its Web site visitors? Using analytics, user data and usability studies, Ahava Leibtag and Aaron Watkins discovered if the business strategy for developing clinical service line websites worked for users.

1. Johns Hopkins and the Healthcare Content Conundrum:Aligning Business Strategy with User Goals Ahava Leibtag and Aaron Watkins We believe in content.

2. Hashtag #jhtc= Johns Hopkins Testing Content Thank you #jhtc

3. Objectives The Story Testing content Lessons learned Recommendations #jhtc

4. Johns hopkins web strategy #jhtc

5. Johns Hopkins Medicine #jhtc

6. Challenges of an AMC #jhtc

7. Academic Medical Center: Push and Pull in Content #jhtc

8. Digestive Weight Loss Center #jhtc

9. Players Abbey Pulcinella, Marketing Manager, JH Anthony Kalloo, MD: Chairman, GI at JH Mimi Huizinga, MD: Internist, GI #jhtc

10. The conundrum #jhtc

11. Academic Medical Center: Push and Pull in Content Digestive Health Website Kalloo: wants crazy research site Huizinga: wants to answer patients’ questions WE THINK: Answer questions Provide context Promote services = Make Money and Reinforce the Brand #jhtc

12. Developing quality content Can we : Satisfy all the different groups? Create content that is valuable? #jhtc

13. The SOLUTION to ALL problems: The CREATIVE BRIEF #jhtc

14. Competitive Landscape Analysis #jhtc

15. Defining the Patients/Audience Those that have a disease associated with obesity and are seeking treatment for it. Those that came to the clinic (or other physician) to lose weight, but were told they have obesity-related health conditions. #jhtc

16. Creating Content Defined what we wanted the users to know about the diseases/conditions Articulated the treatment options Subject matter experts reviewed sections 6 month editorial process Launched the site #jhtc

17. TESTING CONTENT #jhtc

18. Content Value Can users findthe content they need? Can they read the content? Can they understand the content? Will they act on the content? Will they share the content? #jhtc

19. #jhtc

20. Clinic User Demographic Data #jhtc

21. Tasks 1-2 Task 1: Take a few moments to review the home page. Given your concern about your doctor’s advice that losing weight will decrease your risk of diabetes significantly, which information are you most likely to read first? Please identify a link. Task 2: Find information about how Johns Hopkins can help you prevent diabetes, specifically medication, lifestyle changes, surgical procedures? #jhtc

22. Tasks 3-5 Task 3: If you have not already read about available endoscopic procedures, please find information about this weight-loss treatment option. Task 4: Show me how you would make an appointment. Task 5: Try to share this web site with aaron.watkins@jhmi.edu #jhtc

23. Questions 1-3 Question 1: Is there a link between obesity and diabetes? Question 2: How much weight do you need to lose to decrease your risk of diabetes? Question 3: How does knowing these facts about diabetes change how you would act about your weight in the future? #jhtc

24. Questions 4-5 Question 4: Would you share this content with others? Who? Question 5: Based on this information, would you trust Johns Hopkins Medicine for your care and would you consider joining the concierge treatment program if you wanted to lose that amount of weight? #jhtc

25. Diabetes Page #jhtc

26. Round 1: UserTesting.com #jhtc

27. Round 1: Scoring Tasks 4.8/5 Comprehension 67% How much weight do you need to lose to lower your risk of diabetes? #jhtc

28. Round 2: GI Clinic [Lutherville, MD] #jhtc

29. Round 2: Scoring Tasks 3.25/6 Comprehension 17% How much weight do you need to lose to lower your risk of diabetes? #jhtc

30. Between Round 2 and 3 #jhtc

31. Diabetes Page: Before and After #jhtc

32. Round 3: Curves [Towson, MD] #jhtc

33. Round 3: Scoring Tasks 3.9/6 Comprehension 63% How much weight do you need to lose to lower your risk of diabetes? #jhtc

34. Between Round 3 and Round 4 Added video where Dr. Kalloo says 3 things: Diabetes is a disease that has risk You need to lose 5-10% of your body weight to lower your risk of diabetes by 53% You can lose 20-30 lbs. by undergoing this new endoscopic procedure Changed name of link on home page to Endoscopic Procedures Using Botox #jhtc

35. Diabetes Page with Video #jhtc

36. Round 4: GI and Weight Loss Clinic [Lutherville, MD] #jhtc

37. Round 4: Scoring Tasks 3.75/6 Comprehension 33% [didn’t watch video] 20% [did watch video] How much weight do you need to lose to lower your risk of diabetes? #jhtc

38. The findings #jhtc

39. Summary of Findings Changed actionable content and information flow Added video #jhtc

40. Was the content findable? 80% of the users could find some information about medications, lifestyle changes, surgical procedures 67% of the users could find the diabetes page 57% could find information about the endoscopic weight loss program #jhtc

41. Was the content readable? Font size Button size Layout, location & readability #jhtc

42. Was the content understandable? 100% equated diabetes and obesity Users said that they’d prefer simpler language “If it wasn’t so complicated, it wouldn’t have taken me so long.” “Now wait, what does that mean?” #jhtc

43. Was the content actionable? 100% said they would change their diet, exercise, and try to watch their weight 100%claim they trust the JH brand 71% would consider joining the program after using the site #jhtc

44. Was the content shareable? 96% said they would share this content 41% used the share widget Others said they would copy and paste the link or tell friends about it #jhtc

45. Patient Findings When people have more time, they will probably spend more time, but they will not necessarily comprehend better Patients want things as simple as possible Provide direct actions to solve their problems Patients will share if the content valuable and meaningful #jhtc

46. Video Findings Watching a video actually lowered users comprehension by half More research is needed, but video should not be used for actionable content. If so, keep it very direct with only 1 message. #jhtc

47. The recommendations #jhtc

48. Recommendations (1) #jhtc

49. Recommendations (2) #jhtc

50. Recommendations: Testing Content (1) Use an iterative approach with small user numbers Choose when you test Pick areas of the site that are business critical #jhtc

51. Recommendations: Testing Content (2) Clearly define your user groups Use moderated usability testing to test (test the content, not the site) Ask direct questions about the content and let users talk about their impressions from there #jhtc

52. Recommendations: Content Development Don’t be afraid to try new ways of looking at things Don’t expect every solution to solve every problem for every user Carefully align your content development with your intended promotion #jhtc

53. Questions/Comments/Concerns? Aaron Watkins AhavaLeibtag @aaronwatkins @ahavaL THANK YOU! #jhtc