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5 Rules for Avoiding Boring Hospital Web Content
1. Hospitals: Is your content putting your
patients to sleep?
5 Rules for Avoiding BORING Hospital Content
Ahava Leibtag
Principal
Aha Media Group, LLC
2. Who is coming to your website?
Patients Family Members
And… job applicants, potential employees
and visitors to the hospital.
7. RULE #2: WORK FROM A POSITION OF
STRENGTH, I.E. “TELL THE TRUTH”
8.
9. What does the truth look like?
• We’re small, so you don’t feel like a number.
• We’re big so we can take advantage of the
latest research and technology.
• We are in a suburban setting, so you get free
parking and you don’t have to walk very far.
• Our doctors are fellowship-trained, which
means they’re the best.
11. What to Expect Guides
• What to expect on your day of surgery
• What to expect the day of your mammogram
• How should I prepare for a CT scan?
• What should I bring to my first appointment?
• For Patients and Visitors: Where you can find
the ATM, cafeteria, etc?
• Overnight stays: hotels near-by, tourist
attractions, places to eat
12. RULE #4: DON’T FORGET—CONTENT
ISN’T JUST TEXT YOU’VE WRITTEN
13. Use social media, resources, patient
testimonials to augment textual content
17. How do you stop the blah, blahing to
avoid the blahs?
1. Take a good look at your analytics
2. See where your users are bouncing off
3. Cut through the crap and put stuff up there
that really matters
4. And consider asking patients what they want:
o In lobbies
o Survey software
o By talking to the administrative staff
18. You MUST read this:
http://www.health.gov/healthliteracyonline/
19. Review
1. Ask yourself: Do my patient/friends/family
members care about this content?
2. Tell the truth-who you REALLY are is
important.
3. Create what to expect, step-by-step guides
using photos, videos, text, slideshows.
4. Content is more than text so use it all.
5. Stop the blah blahing around and give your
users the content they really want.
20. Ask me questions
Ahava Leibtag
Principal, Aha Media Group, LLC
301-452-5331
ahava@ahamediagroup.com
Twitter: ahavaL
Blog: Online it ALL Matters