Consolidating Content
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Presentation delivered at APHA Annual Conference in 2005 describing issues associated with consolidating public health information.
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Consolidating Content
- 1. Responding to public queries for health care information – Consolidating Program Content APHA Roundtable December 13, 2005
- 2. The Problem: • Consumers are confused where to find answers • Difficult to locate a definitive answer • Content is not always appropriately presented within the audience context • Content is often out of date 2
- 3. Why Are We Experiencing This? • Organizations distribute information using a wide variety of channels – Phone – Fax – Websites – publications • These channels often deliver conflicting messages or at the very least are duplicative and different in tone 3
- 4. How Have Agencies Responded? • Consolidated channels – 1 800 Number – 1 Website • Centralized publishing control – Office of Communications – Organizational Style Guides • Application of Information technology – Enterprise Content Management infrastructures – Search engines – Standardized content taxonomies 4
- 5. Challenges Consolidating Content • No clear lines of ownership • Not consistently written (tone, reading level, terminology) with audience in mind • Confusion between organizing for consumer usefulness and internal chargeback • How do you provide feedback to content sources? • How do you measure ROI? • Scale has it’s own impact • Formatting, coding for new uses can result in invalid content 5
- 6. Critical Issues Delivering Content • Ability to locate relevant content • Fastest, lowest cost means of delivery of content • Measuring utility of content provided 6
- 7. Technologies That Can Help • Search engines • Enterprise Content Management 7
- 8. Techniques That Can Help • Corporate style guides • Standardized data dictionaries, terms • Uniform content taxonomy • Implementing content quality program • Tracking how content is used and valued – EVA/ROI • Mystery Shoppers 8
- 9. Rick Verrill Constella Group Questions 301-562-1014 rverrill@constellagroup.com 9
Editor's Notes
- At the end of this session, the listener will be able to: Describe the challenges associated with consolidating public healthcare content from several different programs and perspectives Construct a list of the critical issues in delivering a consistent message across channels (web, voice, fax, email) Discuss the use of information technology in achieving a consolidated presence
- Consumers looking for public health information from an organization typically find there are numerous phone numbers, Web sites, and contact points each offering a different piece of the information they are looking for. As providers of this information we need to simplify how consumers find us, ensure they receive accurate information that is consistent across delivery channel (Web, phone, email, fax, and print), and is usable by them. To address these challenges, several organizations have initiated programs to provide the general public, media, and health care professionals with a single point of contact with the agency. By calling one toll free phone number consumers can receive accurate, consistent information, tailored for their needs.