hxr 2016: content strategy: how do we talk about healthcare - marli mesibov & dana ortegon,...

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PREPARED BY

HOW DO WE TALK ABOUT HEALTHCARE?

@MARSINTHESTARS@XACERB8

April 5, 2016

HxRefactored

Marli Mesibov, Director of Content StrategyDana Ortégon, Senior Content StrategistMad*Pow

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Content Strategists at Mad*Pow

Marli MesibovDirector of Content Strategy

Dana OrtégonSenior 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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QUESTIONS?

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COMMON QUESTIONS

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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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YOUR TURN!

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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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Common Questions

How do you separate individual “voices” from the brand voice?

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Thank you!