Developing a
Lycra® Content Strategy at
Seattle Children’s Hospital
Ahava Leibtag
President
Aha Media Group
Our Team
• Elizabeth Austen, Seattle Children’s
• Jill Richmond, Seattle Children’s
• Margo Whisler, Seattle Children’s
• ...
@ahavaL #confabMN
@ahavaL #confabMN
Seattle Children’s Hospital
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
FOCUS PROGRAMS PROJECT
@ahavaL #confabMN
Focus Programs
• Cancer and Blood Disorders Center
• Craniofacial Center
• Gastroenterology and Hepatology
• Heart Center
...
The Goal
Create a content strategy that would
work for all of the focus programs.
@ahavaL #confabMN
Challenge #1
How to communicate the concept and
value of multidisciplinary?
The multidisciplinary nature of our work
and w...
@ahavaL #confabMN
Challenge #2
What does pediatric really mean and
why does it matter?
How can we emphasize the importance
of a pediatric ho...
@ahavaL #confabMN
@ahavaL #confabMN
Challenge #3
Too wordy and not patient-focused
Key messages are getting lost in too
much text that were not speaking to th...
@ahavaL #confabMN
Challenge #4
Lack of Clear Direction
Current content lacks clarity around
how you get an appointment(do you
need a referra...
@ahavaL #confabMN
Challenge #5
Swimming in Data
How do we use all this data to create a
coherent, relevant content strategy?
@ahavaL #confab...
What type of content strategist
are you?
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
OUR APPROACH
@ahavaL #confabMN
Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Conte...
Content is a conversation.
@ahavaL #confabMN
Content Strategy: Two Parts
External Messaging
• To whom are you talking?
• Who are you?
• What are you trying to say?
• H...
External Messaging
External Messaging Questions
• To whom are you
speaking? 
• Who are you? 
• What are you trying to
sa...
Who will do all this work?
@ahavaL #confabMN
Requesters
Providers
Creators
Reviewers
Approvers
Publishers
What are the business
objectives?
@ahavaL #confabMN
@ahavaL #confabMN
Lycra® Content Strategy: Goals
How do we:
1. Design and create a content strategy for 10 different
specialties (focus prog...
@ahavaL #confabMN
RESEARCH
@ahavaL #confabMN
Discovery
1. Content Auditing
2. Stakeholder Interviews
3. Analysis
@ahavaL #confabMN
Content Audits
@ahavaL #confabMN
Stakeholder Interviews
• Interviewed 12 key stakeholders over
the course of 11 days
• Used key points to measure how they
...
DATA
@ahavaL #confabMN
Data Included
– Surveys of Parents and Referring Physicians
– Marketing Dashboards
– Facebook Surveys
– Audience Research ...
@ahavaL #confabMN
@ahavaL #confabMN
Data will tell you a story.
@ahavaL #confabMN
You have to be patient.
And listen.
@ahavaL #confabMN
@ahavaL #confabMN
Choosing a specialist?
Primary Concerns
FACTORS [Choosing a specialist] SCORE
Insurance 91%
Seriousness 89%
Reputation 87%...
@ahavaL #confabMN
@ahavaL #confabMN
WHAT WE LEARNED FROM
DISCOVERY
@ahavaL #confabMN
Finding #1
Providers are a Main Focus
For every focus program, at least a
quarter of the traffic goes straight to
content ...
Diagnosis:
The Teams Matter
@ahavaL #confabMN
Finding #2
Certain Content is Ignored
Press releases and media are
completely ignored and clutter the
pages.
@ahavaL #conf...
Treatment:
Kill the Press Release
@ahavaL #confabMN
Finding #3
Customer Journey Challenge
Patients are going to conditions pages, which
means they are bypassing our services....
@ahavaL #confabMN
@ahavaL #confabMN
#FAIL
Diagnosis:
Reassess the pages on the
customer journey
@ahavaL #confabMN
Finding #4
Strategic Thinking
It’s a challenge for internal stakeholders
to think about the content creation and
managemen...
Treatment:
Create structured meetings
around content development
@ahavaL #confabMN
Finding #5
Texture
Stakeholders wanted more texture—the
content should reveal something visually
and emotionally about the...
Treatment:
Use stories and different content
formats more effectively
@ahavaL #confabMN
What are the business
objectives?
@ahavaL #confabMN
@ahavaL #confabMN
PROCESS: WORKSHOPS
@ahavaL #confabMN
5-Step Methodology
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
@ahavaL #confa...
#1
Personas =
To whom are we speaking?
@ahavaL #confabMN
@ahavaL #confabMN
Questions?
• About the Doctors: “How long has the specialist been practicing this specialty?”,
“That the specialist would ...
What are the business
objectives?
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
#2
Identity Pillars =
Who are we?
@ahavaL #confabMN
Identity Pillars
• Who are we as a brand?
• What do people think of us currently?
• How do we want to shift that
perceptio...
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
Identity Pillars
Current Identity Pillars  Future Identity Pillars




@ahavaL #confabMN
@ahavaL #confabMN
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP




@ahavaL #confabMN
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP

AFFORDABLE



@ahavaL #confabMN
#3
Messaging Architecture=
What are we trying to say?
@ahavaL #confabMN
Messaging Architecture
• How do our identity pillars map from a
business and patient/family
perspective?
• How are we repr...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP 
@ahavaL #...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
What are the business
objectives?
@ahavaL #confabMN
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Creating the Information
Architecture
• Is every question getting answered?
• What do the outliers want that we
don’t have...
@ahavaL #confabMN
@ahavaL #confabMN
@ahavaL #confabMN
What are the business
objectives?
@ahavaL #confabMN
Gap Analysis to Doublecheck
@ahavaL #confabMN
GI/Hepatology : Before
@ahavaL #confabMN
http://www.seattlechildrens.org/
clinics-
programs/gastroenterology-
hepatology/
@ahavaL #confabMN
GI/Hepatology: New
@ahavaL #confabMN
Side by Side
@ahavaL #confabMN
@ahavaL #confabMN
Revised “Condition” pages
@ahavaL #confabMN
FINDINGS
@ahavaL #confabMN
Positive Externalities
• Efficiency gains in editorial training and
management
• Reduced future web development
costs
• Re...
More Positive Externalities
• KPI measurement becoming part of
department culture
• Identity pillars being applied to othe...
@ahavaL #confabMN
Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahavaL #confabMN
THANK YOU!
Upcoming SlideShare
Loading in...5
×

Developing a Lycra® Content Strategy at Seattle Children’s Hospital

1,625

Published on

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,625
On Slideshare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
52
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Transcript of "Developing a Lycra® Content Strategy at Seattle Children’s Hospital"

  1. 1. Developing a Lycra® Content Strategy at Seattle Children’s Hospital Ahava Leibtag President Aha Media Group
  2. 2. Our Team • Elizabeth Austen, Seattle Children’s • Jill Richmond, Seattle Children’s • Margo Whisler, Seattle Children’s • Talia Eisen, Aha Media • Ahava Leibtag, Aha Media @ahavaL #confabMN
  3. 3. @ahavaL #confabMN @ahavaL #confabMN
  4. 4. Seattle Children’s Hospital @ahavaL #confabMN
  5. 5. @ahavaL #confabMN
  6. 6. @ahavaL #confabMN
  7. 7. @ahavaL #confabMN
  8. 8. @ahavaL #confabMN
  9. 9. @ahavaL #confabMN
  10. 10. @ahavaL #confabMN
  11. 11. FOCUS PROGRAMS PROJECT @ahavaL #confabMN
  12. 12. Focus Programs • Cancer and Blood Disorders Center • Craniofacial Center • Gastroenterology and Hepatology • Heart Center • Neonatology • Neurosurgery • Orthopedics and Sports Medicine • Pediatric Surgery (includes Reconstructive Pelvic Medicine) • Psychiatry & Behavioral Medicine and Autism Center • Transplant Center @ahavaL #confabMN
  13. 13. The Goal Create a content strategy that would work for all of the focus programs. @ahavaL #confabMN
  14. 14. Challenge #1 How to communicate the concept and value of multidisciplinary? The multidisciplinary nature of our work and why its beneficial to patients and families sometimes gets lost @ahavaL #confabMN
  15. 15. @ahavaL #confabMN
  16. 16. Challenge #2 What does pediatric really mean and why does it matter? How can we emphasize the importance of a pediatric hospital and research institute? @ahavaL #confabMN
  17. 17. @ahavaL #confabMN
  18. 18. @ahavaL #confabMN
  19. 19. Challenge #3 Too wordy and not patient-focused Key messages are getting lost in too much text that were not speaking to the end-user @ahavaL #confabMN
  20. 20. @ahavaL #confabMN
  21. 21. Challenge #4 Lack of Clear Direction Current content lacks clarity around how you get an appointment(do you need a referral, can you just come?) @ahavaL #confabMN
  22. 22. @ahavaL #confabMN
  23. 23. Challenge #5 Swimming in Data How do we use all this data to create a coherent, relevant content strategy? @ahavaL #confabMN
  24. 24. What type of content strategist are you? @ahavaL #confabMN
  25. 25. @ahavaL #confabMN
  26. 26. @ahavaL #confabMN
  27. 27. @ahavaL #confabMN
  28. 28. @ahavaL #confabMN
  29. 29. @ahavaL #confabMN
  30. 30. @ahavaL #confabMN
  31. 31. @ahavaL #confabMN
  32. 32. OUR APPROACH @ahavaL #confabMN Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning •Persona Development •Messaging Architecture •Identity Pillar Identification Build business case Content Auditing Discovery
  33. 33. Content is a conversation. @ahavaL #confabMN
  34. 34. Content Strategy: Two Parts External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you say it? Internal Workflow @ahavaL #confabMN
  35. 35. External Messaging External Messaging Questions • To whom are you speaking?  • Who are you?  • What are you trying to say?  • How do you say it?  • When and where do you say it? Content Strategy Tools • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar @ahavaL #confabMN
  36. 36. Who will do all this work? @ahavaL #confabMN Requesters Providers Creators Reviewers Approvers Publishers
  37. 37. What are the business objectives? @ahavaL #confabMN
  38. 38. @ahavaL #confabMN
  39. 39. Lycra® Content Strategy: Goals How do we: 1. Design and create a content strategy for 10 different specialties (focus programs)focused on the end-user? 2. Create a consistent information architecture so we don’t have to keep designing templates? 3. Make sure we are consistent in overall messaging? 4. Plan for and measure KPIs (Key Performance Indicators) to evaluate and tune content strategy implementation? @ahavaL #confabMN
  40. 40. @ahavaL #confabMN
  41. 41. RESEARCH @ahavaL #confabMN
  42. 42. Discovery 1. Content Auditing 2. Stakeholder Interviews 3. Analysis @ahavaL #confabMN
  43. 43. Content Audits @ahavaL #confabMN
  44. 44. Stakeholder Interviews • Interviewed 12 key stakeholders over the course of 11 days • Used key points to measure how they felt web pages were performing • Had to stay consistent in the interviews @ahavaL #confabMN
  45. 45. DATA @ahavaL #confabMN
  46. 46. Data Included – Surveys of Parents and Referring Physicians – Marketing Dashboards – Facebook Surveys – Audience Research before an appointment – Focus Program Trackers – Strategic Planning Dashboards – Prospective Patient Reports @ahavaL #confabMN
  47. 47. @ahavaL #confabMN
  48. 48. @ahavaL #confabMN
  49. 49. Data will tell you a story. @ahavaL #confabMN
  50. 50. You have to be patient. And listen. @ahavaL #confabMN
  51. 51. @ahavaL #confabMN
  52. 52. Choosing a specialist? Primary Concerns FACTORS [Choosing a specialist] SCORE Insurance 91% Seriousness 89% Reputation 87% Referral from PCP/Pediatrician 85% Access 79% Possible out of pocket expenses 74% Actual Situation (IBD) FACTORS [Primed for a certain situation] SCORE Special training or expertise in disease 90% Outcomes (Success of the specialist) 86% Research 61% Number of patients treated 61% Recommendations from other patients/families 57% Recommendations from family/friends 48% @ahavaL #confabMN
  53. 53. @ahavaL #confabMN
  54. 54. @ahavaL #confabMN
  55. 55. WHAT WE LEARNED FROM DISCOVERY @ahavaL #confabMN
  56. 56. Finding #1 Providers are a Main Focus For every focus program, at least a quarter of the traffic goes straight to content about program team members/providers. This means who is treating is my child is top of mind for every focus program. @ahavaL #confabMN
  57. 57. Diagnosis: The Teams Matter @ahavaL #confabMN
  58. 58. Finding #2 Certain Content is Ignored Press releases and media are completely ignored and clutter the pages. @ahavaL #confabMN
  59. 59. Treatment: Kill the Press Release @ahavaL #confabMN
  60. 60. Finding #3 Customer Journey Challenge Patients are going to conditions pages, which means they are bypassing our services. This means their questions are not being answered because the conditions aren’t always funneling them directly to the treatments. @ahavaL #confabMN
  61. 61. @ahavaL #confabMN
  62. 62. @ahavaL #confabMN #FAIL
  63. 63. Diagnosis: Reassess the pages on the customer journey @ahavaL #confabMN
  64. 64. Finding #4 Strategic Thinking It’s a challenge for internal stakeholders to think about the content creation and management process strategically @ahavaL #confabMN
  65. 65. Treatment: Create structured meetings around content development @ahavaL #confabMN
  66. 66. Finding #5 Texture Stakeholders wanted more texture—the content should reveal something visually and emotionally about the process. @ahavaL #confabMN
  67. 67. Treatment: Use stories and different content formats more effectively @ahavaL #confabMN
  68. 68. What are the business objectives? @ahavaL #confabMN
  69. 69. @ahavaL #confabMN
  70. 70. PROCESS: WORKSHOPS @ahavaL #confabMN
  71. 71. 5-Step Methodology • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar @ahavaL #confabMN
  72. 72. #1 Personas = To whom are we speaking? @ahavaL #confabMN
  73. 73. @ahavaL #confabMN
  74. 74. Questions? • About the Doctors: “How long has the specialist been practicing this specialty?”, “That the specialist would be too narrow in his/her scope of practice and not be able to see my child as a whole”, “Pediatric vs. general specialist?” • Condition/Diagnosis: “I would want proof in my face stating that my child is sick.” • Testing: “Should my child have food or drink restrictions before the appointment to ensure accuracy of test results?”, “What tests will be performed and how best do I prepare my child for what might take place?” • Cost: “And last, but certainly not least…I would be concerned about the cost of the specialist.” • Preparation: “What will I need to bring with me or for my child?” • Appointment: “How long will the appointment take?”, “Whether I will be able to be with my child the entire time?”, “Are siblings welcome, feeding, changing options?” • Emotional: “How do we need to prepare the child emotionally for the appointment?” @ahavaL #confabMN
  75. 75. What are the business objectives? @ahavaL #confabMN
  76. 76. @ahavaL #confabMN
  77. 77. @ahavaL #confabMN
  78. 78. @ahavaL #confabMN
  79. 79. #2 Identity Pillars = Who are we? @ahavaL #confabMN
  80. 80. Identity Pillars • Who are we as a brand? • What do people think of us currently? • How do we want to shift that perception? @ahavaL #confabMN
  81. 81. @ahavaL #confabMN
  82. 82. @ahavaL #confabMN
  83. 83. @ahavaL #confabMN
  84. 84. @ahavaL #confabMN
  85. 85. @ahavaL #confabMN
  86. 86. @ahavaL #confabMN
  87. 87. @ahavaL #confabMN
  88. 88. @ahavaL #confabMN
  89. 89. Identity Pillars Current Identity Pillars  Future Identity Pillars     @ahavaL #confabMN
  90. 90. @ahavaL #confabMN
  91. 91. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP     @ahavaL #confabMN
  92. 92. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP  AFFORDABLE    @ahavaL #confabMN
  93. 93. #3 Messaging Architecture= What are we trying to say? @ahavaL #confabMN
  94. 94. Messaging Architecture • How do our identity pillars map from a business and patient/family perspective? • How are we representing those ideas? • What are our messages that reinforce the identity pillars? @ahavaL #confabMN
  95. 95. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  @ahavaL #confabMN
  96. 96. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE @ahavaL #confabMN
  97. 97. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. @ahavaL #confabMN
  98. 98. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program @ahavaL #confabMN
  99. 99. What are the business objectives? @ahavaL #confabMN
  100. 100. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE 35 You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program @ahavaL #confabMN
  101. 101. Creating the Information Architecture • Is every question getting answered? • What do the outliers want that we don’t have represented in this current IA? • How much can the template flex? @ahavaL #confabMN
  102. 102. @ahavaL #confabMN
  103. 103. @ahavaL #confabMN
  104. 104. @ahavaL #confabMN
  105. 105. What are the business objectives? @ahavaL #confabMN
  106. 106. Gap Analysis to Doublecheck @ahavaL #confabMN
  107. 107. GI/Hepatology : Before @ahavaL #confabMN
  108. 108. http://www.seattlechildrens.org/ clinics- programs/gastroenterology- hepatology/ @ahavaL #confabMN
  109. 109. GI/Hepatology: New @ahavaL #confabMN
  110. 110. Side by Side @ahavaL #confabMN
  111. 111. @ahavaL #confabMN
  112. 112. Revised “Condition” pages @ahavaL #confabMN
  113. 113. FINDINGS @ahavaL #confabMN
  114. 114. Positive Externalities • Efficiency gains in editorial training and management • Reduced future web development costs • Replacing banners with identity pillars allows for timely updates, when needed @ahavaL #confabMN
  115. 115. More Positive Externalities • KPI measurement becoming part of department culture • Identity pillars being applied to other channels such as social media, print and internal communications @ahavaL #confabMN
  116. 116. @ahavaL #confabMN
  117. 117. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahavaL #confabMN THANK YOU!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×