HXR 2016: Content Strategy: How Do we Talk About Healthcare - Marli Mesibov & Dana Ortegon, Mad*Pow

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It’s a constant struggle to find the right words when communicating with patients. Healthcare has a lot of medical and insurance terminology, and patients and their families just don’t understand it. At Mad*Pow, Marli Mesibov and Dana Ortégon design strategies for communicating across the healthcare ecosystem. Join them for a fast track session, and ask all the content and communications questions that have built up in your brain.

Healthcare

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Content Strategists at Mad*Pow
Marli Mesibov
Director of Content Strategy
Dana Ortégon
Senior Content Strategist

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Agenda
1. Why does content strategy
matter?
2. How do we do it?
3. The Main Event: Q&A

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Why does content strategy matter?
Design without content is just
decoration
Content without strategy is just
empty words

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To quote GatherContent:

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But healthcare content is hard!
• People don’t trust the organization or its
online content
• Health information is naturally complex and
difficult to simplify
• There are myriad audiences to account for
and connect with
• The consequences for misunderstandings in
healthcare are severe

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HOW DOES CONTENT
STRATEGY WORK FOR
HEALTHCARE

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Discover: Identify the organizational mission

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Discover: Learn about the audience(s)

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Synthesize: Analyze all existing content

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Synthesize: Create voice and tone guidelines

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Generate: Write, design, or video proto-content

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Generate: Don’t forget the metadata!

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Common Questions
When should we create our own content, vs.
using preexisting content from outside sources?

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Common Questions
Do people ever read this stuff?

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Common Questions
How long should it be?

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Common Questions
How successful are online wellness programs?

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Common Questions
How do we know what metadata to use on our
site?

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Common Questions
How do we make sure we’re HIPAA compliant
when building an app or interactive site?

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Common Questions
Are there any general best practices for writing?

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Common Questions
How do we know if we have the right content or
right tone of voice?

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Common Questions
How do you write authoritatively about content
you know nothing about?

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Thank you!

The document summarizes a presentation by two content strategists on how to develop content strategies for healthcare organizations. It outlines the challenges of healthcare content like complex information and diverse audiences. It then describes the key steps in a content strategy: discovering the organizational mission and audiences, analyzing existing content, defining voice and tone guidelines, creating prototype content, and ensuring proper metadata. The presentation concludes by addressing common questions around when to create vs. use external content, measuring readership, determining optimal length, and maintaining compliance.

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1. 1 PREPARED BY HOW DO WE TALK ABOUT HEALTHCARE? @MARSINTHESTARS @XACERB8 April 5, 2016 HxRefactored Marli Mesibov, Director of Content Strategy Dana Ortégon, Senior Content Strategist Mad*Pow

2. 2 @marsinthestars | @xacerb8 Content Strategists at Mad*Pow Marli Mesibov Director of Content Strategy Dana Ortégon Senior Content Strategist

3. 3 @marsinthestars | @xacerb8 Agenda 1. Why does content strategy matter? 2. How do we do it? 3. The Main Event: Q&A

4. 4 @marsinthestars | @xacerb8 Why does content strategy matter? Design without content is just decoration Content without strategy is just empty words

5. 5 @marsinthestars | @xacerb8 To quote GatherContent:

6. 6 @marsinthestars | @xacerb8 But healthcare content is hard! • People don’t trust the organization or its online content • Health information is naturally complex and difficult to simplify • There are myriad audiences to account for and connect with • The consequences for misunderstandings in healthcare are severe

7. 7 HOW DOES CONTENT STRATEGY WORK FOR HEALTHCARE

8. 8 @marsinthestars | @xacerb8 Discover: Identify the organizational mission

9. 9 @marsinthestars | @xacerb8 Discover: Learn about the audience(s)

10. 10 @marsinthestars | @xacerb8 Synthesize: Analyze all existing content

11. 11 @marsinthestars | @xacerb8 Synthesize: Create voice and tone guidelines

12. 12 @marsinthestars | @xacerb8 Generate: Write, design, or video proto-content

13. 13 @marsinthestars | @xacerb8 Generate: Don’t forget the metadata!

14. 14 QUESTIONS?

15. 15 COMMON QUESTIONS

16. 16 @marsinthestars | @xacerb8 Common Questions When should we create our own content, vs. using preexisting content from outside sources?

17. 17 @marsinthestars | @xacerb8 Common Questions Do people ever read this stuff?

18. 18 @marsinthestars | @xacerb8 Common Questions How long should it be?

19. 19 YOUR TURN!

20. 20 @marsinthestars | @xacerb8 Common Questions How successful are online wellness programs?

21. 21 @marsinthestars | @xacerb8 Common Questions How do we know what metadata to use on our site?

22. 22 @marsinthestars | @xacerb8 Common Questions How do we make sure we’re HIPAA compliant when building an app or interactive site?

23. 23 @marsinthestars | @xacerb8 Common Questions Are there any general best practices for writing?

24. 24 @marsinthestars | @xacerb8 Common Questions How do we know if we have the right content or right tone of voice?

25. 25 @marsinthestars | @xacerb8 Common Questions How do you write authoritatively about content you know nothing about?

26. 26 @marsinthestars | @xacerb8 Common Questions How do you separate individual “voices” from the brand voice?

27. 27 @marsinthestars | @xacerb8 Thank you!

Editor's Notes

I want today to be about conversation and discussion.
People think content is just the words, but it isn’t. It’s all the information on your site.
Talk about content audits, usability analyses, etc.
Talk about branding, and the connection between visual and voice
Talk about testing and creating proto-content, and how this becomes real content (instead of using Lorem Ipsum!!)
Talk about the importance of metadata, and how it connects to IA – helping people find things, categorize information, accessibility, etc.

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