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Plan Your Content Strategy Before Your Social Media

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Ahava Leibtag presents at NESHCO on May 22, 2015

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Plan Your Content Strategy Before Your Social Media

  1. 1. Plan Your Content Strategy BEFORE your Social Media Strategy Ahava Leibtag, President Aha Media Group New England Society for Healthcare Communications May 22 2015
  2. 2. @ahavaL #NESHco2015
  3. 3. Treatment Options What to do when you find a lump 1 2 Breast Center About Breast Cancer Treatments Our Doctors Breast Scans Treatments
  4. 4. Region Hospital Treatments Centers Services Region Hospital Mike Smith 1hrs • Anytown, USA Just got tested for colon cancer in honor of my dad. You should too. Region Hospital was great! Like • Comment • Share
  5. 5. Genetic Testing Center BREAST OVARIAN COLON SHARE Genetic Testing Center BREAST OVARIAN COLON Region Hospital Treatments Centers Services Region Hospital
  6. 6. Lung Cancer Treatments Hospital Cancer Center Clinical TrialsLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet sollicitudin. Quisque eu justo et elit faucibus efficitur ut in justo. Aenean id ante in eros pharetra euismod. Curabitur imperdiet commodo elit non bibendum. Mauris vulputate congue leo, vel vehicula ex consectetur vel. Aenean accumsan ante dui, in efficitur dolor tincidunt ac. Integer vitae neque ut diam aliquam molestie. Praesent eu arcu lectus. Aliquam mattis enim scelerisque, lobortis enim eu, convallis nibh. Maecenas tellus est, egestas vitae bibendum vel, fermentum quis dolor. In in ullamcorper quam. Phasellus vitae posuere urna. Quisque ac auctor est. Aliquam erat volutpat. Donec condimentum lacus scelerisque, tincidunt sapien vel, tincidunt nunc. Suspendisse rhoncus augue ac ex pellentesque, varius venenatis nisi feugiat. Pellentesque cursus, dolor eget tempus blandit, purus velit fermentum erat, eu consectetur nisi lacus vel tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet Clinical Trials 1.Maecenas tellus est, egestas vitae bibendum vel, fermentum quis ullamcorper quam. 4.Phasellus tincidunt diam dolor, vitae lacinia orci faucibus eu. Aliquam convallis. 2.Curabitur id lectus varius, ultrices dui sit amet, mollis dui. Ut. 5.Nulla sagittis sapien ut ornare consectetur. Phasellus quis turpis luctus, ultricies. 3.Fusce ut fringilla magna. Mauris at tortor et urna commodo venenatis. 6.Sed dignissim mi tempus lectus venenatis, vel facilisis nisi consectetur. Aliquam. Need Help? Contact Us Nurse Navigator Live Support SEND How can we help you?
  7. 7. #1: Multiple Touchpoints
  8. 8. Need 1 Awareness 2 Engagement 3 Decision 4
  9. 9. Unconscious Incompetence Conscious Incompetence Conscious Competence Unconscious Competence Need Awareness Engagement Decision
  10. 10. What is content?
  11. 11. Content has 3 parts.
  12. 12. Content Formats • Written articles • Podcasts • Videos • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data
  13. 13. Vs. (Don’t Get Confused)
  14. 14. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare
  15. 15. If we don’t know what we’re saying, how can we possibly plan distribution?
  16. 16. What is content strategy?
  17. 17. Content Strategy: • Align content with business objectives • Support customers in accomplishing tasks Business Goals User Tasks
  18. 18. Need 1 Awareness 2 Engagement 3 Decision 4
  19. 19. Content Strategy Has 3 Parts 1. External Messaging: Answer the 5 essential questions 2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle? 3. Technological Delivery of Content: How do we control the display and delivery of content?
  20. 20. #1: Editorial/Brand All organizations need to know: 1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?
  21. 21. #2: Workflow They also need to know: Internally who is responsible for all the different phases of a content strategy? • Plan • Create • Publish • Distribute • Analyze • Govern
  22. 22. #3: Technical Display/Delivery of Content • XML • DITA • Metadata • Structured content • Adaptive content • Content modeling
  23. 23. 5 Essential Questions
  24. 24. 5 Essential Questions 1. To whom are you speaking?
  25. 25. To Whom Are you Speaking?
  26. 26. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand?
  27. 27. Who are you as a brand?
  28. 28. Identity Pillars Current Identity Pillars  Future Identity Pillars    
  29. 29. Identity Pillars Current Identity Pillars  Future Identity Pillars    
  30. 30. Identity Pillars Current Identity Pillars  Future Identity Pillars Unusable    
  31. 31. Identity Pillars Current Identity Pillars  Future Identity Pillars Unusable  User-friendly   
  32. 32. Identity Pillars Current Identity Pillars  Future Identity Pillars Arrogant Academics Patient Experts Excellent Nursing Care Excellent Nursing Care Advanced Technology Advanced Technology Research-driven Patient-care and research when appropriate
  33. 33. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say?
  34. 34. What are you trying to say?
  35. 35. Healthcare.gov Current Identity Pillars  Future Identity Pillars Unusable  User-friendly   
  36. 36. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable 
  37. 37. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly
  38. 38. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
  39. 39. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster.
  40. 40. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster. • We improved our databases.
  41. 41. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster. • We improved our databases. • We created a glossary so people could understand our terms.
  42. 42. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it?
  43. 43. How do you say it?
  44. 44. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  45. 45. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  46. 46. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  47. 47. Voice and Tone at Facebook
  48. 48. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?
  49. 49. When and where do you say it?
  50. 50. Editorial Calendar
  51. 51. #2: Improve the Patient Experience (PX)
  52. 52. What makes great conversations?
  53. 53. Great Conversations 1. Listen first
  54. 54. Great Conversations 1. Listen first 2. Let the other person talk about themselves
  55. 55. Great Conversations 1. Listen first 2. Let the other person talk about themselves 3. Emphasize similarities
  56. 56. Are we giving patients the conversations they want?
  57. 57. Perception
  58. 58. Round 1: User Testing How much weight do you need to lose to lower your risk of diabetes? 17%
  59. 59. Round 2: User Testing How much weight do you need to lose to lower your risk of diabetes? 63%
  60. 60. Diabetes Pages: Before and After
  61. 61. CHALLENGE: TOP 50 CANCER WEBSITES
  62. 62. 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-Kettering 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 Massachusetts 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 Baptist 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 Institute 17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center 18 Duke University Medical Center 43 University of North Carolina Hospitals 19 Moffitt 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 Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Center
  63. 63. Are we connecting? • World-class • Advanced • Multidisciplinary • Cutting-edge • Compassionate • Patient-focused • Ranked by U.S.News & World Report
  64. 64. SURVEY • Used Survey Monkey • Sent out link through emails, Twitter, Facebook and LinkedIn • Survey was open for 6 weeks • Closed survey at 200 respondents
  65. 65. GENDER 66% 34%
  66. 66. AGE 30% 34% 8% 6% 22%
  67. 67. EDUCATION 6% 41% 54%
  68. 68. EXPERIENCE 52% 48%
  69. 69. WORDS/PHRASES • World-class • Advanced • Multidisciplinary • Cutting-edge • Compassionate • Patient-focused • Ranked by U.S. News & World Report
  70. 70. 21% World-Class 9
  71. 71. ADVANCED 43 26%
  72. 72. MULTIDISCIPLINARY 14 28%
  73. 73. CUTTING-EDGE 5 21%
  74. 74. COMPASSIONATE 17 47%
  75. 75. RANKED BY U.S. NEWS & WORLD REPORT 21 43%
  76. 76. PATIENT-FOCUSED 1 70%
  77. 77. Need 1 Awareness 2 Engagement 3 Decision 4
  78. 78. Summary 1. People move through a buying process. Support those multiple touchpoints with strategic content. 2. How do we define content? 3. How do we define content strategy and how do we answer 5 essential questions? 4. How do we support the patient experience through conversations?
  79. 79. Plan Your Content Strategy BEFORE your Social Media Strategy Ahava Leibtag, President Aha Media Group New England Society for Healthcare Communications May 22 2015
  80. 80. Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook

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