content strategy | page 1 content strategy: lungsandyou.com april 3, 2014
TRANSCRIPT
Content Strategy | Page 1
Content Strategy: Lungsandyou.com
April 3, 2014
Content Strategy | Page 2
Current Content Quality
Content Strategy | Page 3
Current State Analysis: knowCOPD.com
General Observations
• Summary content for the recently diagnosed is for the most part useful and clearly presented.
• The site fares less well supporting afflicted users and does not provide information or access to resources that might make managing the disease and staying healthy easier.
• Despite the singular focus of the content on the website, there is too much redundancy and repetition on different pages.
• Some critical content (such as quit smoking) is low quality, primarily because it is not detailed enough.
Content Strategy | Page 4
Current State Analysis: KnowYourCOPD
Content Quality varies across the current section site. Below is an illustration of content quality per site section
• Trouble Breathing?
• Living With?
• Just Diagnosed?
(add specific numbers)
(add specific numbers)
(add specific numbers)
Content Strategy | Page 5
Current State Analysis: KnowYourCOPD
Tertiary Content QualitySome of the site’s most critical content is linked to via the footer; However, some of this content is also of low quality, and its position may make it difficult for users to locate and re-locate.
High
Medium
Low
Content Strategy | Page 6
Reasons for Low/Medium Content QualityReasons for suboptimal content quality include lack of sufficient detail to be meaningful to users; lack of relevance in a specific context; and redundancy. Most content is tonally appropriate and clear.
Current State Analysis: KnowYourCOPD
Lack of Detail
Lack of Opportunities for Engagement
Relevance
Clarity
Tone
Redundancy
Content Strategy | Page 7
Content Coverage and Gap
Analysis
Content Strategy | Page 8
Strategic Goals of New Site
• Lungsandyou.com can not be the resource that users go to again and again to understand everything about COPD.
• However, it can be a practically focused guide that orients, educates, and supports them at various points in their experience with COPD.
• Informative and supportive content may be added to the sites that address user needs that are currently unmet, but that have a direct bearing on quality of life.
• The overall tone of the site can be reworked to be friendly, supportive, and uplifting, to help users sustain a positive attitude, which is an important factor in treatment.
Content Strategy | Page 9
Current State Analysis: KnowYourCOPD• We have chosen to analyze content according to type of broad user
need it is intended to address: Learn About COPD, Cope with COPD, or Take Action (Do)
• As depicted in the diagram below, content for the current site is primarily oriented to learning about COPD. Significantly less information is available about coping with it.
learn
cope
do
other
KnowCOPD content
Content Strategy | Page 10
User Considerations
Current State Ideal Outcome
QOL Negatively Impacted
High QOL
User’s Desired Outcome
Content/Knowledge Gap
Diagnosis
To bridge the gap, users Require:• Information about specific actions to take (exercise, maintenance therapy)• Information about supporting organizations • Information about how to get support from from others• Emotional support leading to non-judgmental acceptance of condition
Patient
• Critical gaps exist in the patient’s ability to understand and manage their disease, and thereby effect change. Additional information and support should be provided by the site to help bridge this gap.
Content Strategy | Page 11
User Considerations
Additional User Groups Not Currently Served by
KNOWCopd.comGroup Needs
Caregivers • Links to resources• Content devoted to managing/coping• Practical advice for limiting exacerbations, stress
Women • Why COPD is sometimes misdiagnosed• Understanding of specific risks to women
Long-Term Users Living With COPD
• Specifics of oxygen therapy• Inspirational content• Information on measuring your own symptoms• Information on managing depression
Content Strategy | Page 12
Gap Analysis
• Learn content is most useful for providing basics about COPD and diagnosis.
User Need Content Quality
Learn who is likely to get COPD
Learn about COPD
Learn about disease progression
Learn whether I have COPD
Learn about treatment options
Learn why I’m having breathing difficulties
Learn how to share with friends/family
User Need Content Quality
Learn about lung disease
Learn about lung disease tests
Learn about programs to help manage
Learn about treatment side effects
Learn what physicians think
Content Strategy | Page 13
Gap Analysis
User Need Content Quality
Cope by establishing a support network
Cope with feelings of guilt and fear
Cope by seeing hope for a positive QOL
Cope by understanding treatability
Cope by learning to recognize exacerbations
Cope by becoming part of a support group
User Need Content Quality
Cope by recognizing and managing stress
Cope with depression and anxiety
Cope by learning how to communicate effectively
Cope by hearing from others
Cope by learning to re-establish identity
• Cope content is generally perfunctory or non-existent.
Content Strategy | Page 14
Gap Analysis• Do content on the site succeeds at enabling the user to open
a dialog and work with their doctor. However, many more additional resources and tactics could be offered/linked to.
User NeedContent Quality
Discuss how I’m doing with my doctor
Change lifestyle and environment to minimize exacerbations
Get support and tools for quitting smoking
Get personalized information
Do things to promote emotional balance
Take Medication on Schedule
Maintain cardiovascular health
User NeedContent Quality
Create a long-term plan to manage COPD
Change my diet to promote well-being
Advocate for COPD Patients
Find a doctor/facility
Content Strategy | Page 15
Future State
Content Strategy | Page 16
Future State Observations
• Site will include content devoted to helping groups, including not currently accomodated user groups, find information about how to learn, cope, and do. (note that some of this content will also be used for the lungsandyou.com site).
LearnCope
Do
Content Strategy | Page 17
Future State Observations: Learn
• Much of the learn content from Knowcopd.com can be retained with some minor re-tooling.
Content Element
What COPD Is and Isn’t
COPD Symptoms and Progression
Just Diagnosed?
COPD Essentials
Chronic bronchitis
Emphysema
Medications for COPD
Content Strategy | Page 18
Future State Observations: Learn• High priority learn content to be added includes details around the impact
of smoking, specifics of disease progression and treatment, and content for women and caregivers
Need Create/Link To Source (if applicable)
Animation about how lungs are affected by smoking
Create
Animation or depiction of how lungs may recover
Create
Factoids – Benefits of giving up Create
Learn About Treatment Side Effects Link to Treatment Types brochures (COPD foundation)
http://www.copdfoundation.org/Learn-More/ Educational-Materials/Downloads.aspx
Learn about risk factors unique to women
Create
Learn about disease progression Link to NIH/NHLB http://www.nhlbi.nih.gov/health/health-topics/topics/copd/livingwith.html
Learn how to be a good caregiver Createl
Content Strategy | Page 19
Future State Observations: Learn• Medium priority learn content to be added includes specifics of
testing and symptom measurement, oxygen therapy, and the concept of “controlled” COPD
Need Create/Link To Source (if applicable)
Learn about programs to help manage COPD
Link to Learn more breathe better
http://www.nhlbi.nih.gov/health/public/lung/copd/our-partners/index.htm
Learn about lung disease tests and symptom measurement
Link to NIH/NHLB http://www.nhlbi.nih.gov/health/health-topics/topics/copd/livingwith.html
Learn about how COPD may not be controlled, even though you think it is
Create
Learn about stages of COPD Link to COPD foundation
Embeddable content for other sites such as information factoids
Create
Information about oxygen therapy Link to COPD foundation http://blog.copdfoundation.org/supplemental-oxygen-taking-the-first-steps/
Page of resources links Create
Caregiver resources links Create
Learn why COPD is sometimes misdiagnosed in women
Content Strategy | Page 20
Future State Observations: Cope
Content
Living with COPD?
• As noted above, much of the exsting cope content is cursory and should be supplanted or removed. However, one content area could be retained with minor revisions.
Content Strategy | Page 21
Future State Observations: Cope
Need Create/Link to Source (if appropriate)
Cope by hearing from others Link to ALA Better Breathers page or Community page at My Fighting for Air
Link to social content
http://www.lung.org/lung-disease/copd/living-with-copd/get-social-support.html
http://www.lung.org/lung-disease/copd/living-with-copd/my-ffa-community.html
Cope by learning to communicate effectively
Create
Cope by hearing what doctors have to say (KOL content)
Create (3rd party KOL)
Testimonials (initially text/imagery) Create
Cope by understanding nicotine addiction
Create (3rd party KOL?)
• High priority cope content to add should include KOL material about COPD and smoking cessation and hearing how others have successfully managed their disease
Content Strategy | Page 22
Future State Observations: Cope
Need Create/Link To Source (if applicable)
Cope by learning to re-establish identity
Create
Inspirational quotes http://www.lung.org/assets/documents/publications/lung-disease-data/rise-of-copd-in-women-full.pdf
Cope with depression and anxiety Create and link to COPD coping page at COPD foundation
http://www.copdfoundation.org/What-is-COPD/Living-with-COPD/Coping-with-COPD.aspx
Cope by managing stress Create
Cope by seeing hope for postive QOL Link to faces of COPD videos at COPD foundation
http://www.copdfoundation.org/Learn-More/Media-Galleries/COPD-Foundation-Videos/currentpage/2.aspx
Cope by understanding how women are affected by COPD
Create
Cope by knowing your limits as a caregiver
Create
• Medium-priority cope content should be inspiration and provide users with tools to help manage their emotional state
Content Strategy | Page 23
Future State Observations: Do
Content Element
Screener (re-worked)
Doctor discussion guides (reworked)
Make a management plan
• Content around driving users to self evaluate and discuss with their doctor should be retained (although content arisiing out of screener should be made more detailed).
Content Strategy | Page 24
Future State Observations: Do
Need Create/Link To Source (if applicable)
Create a detailed long-term plan to manage COPD
Create
Maintain cardiovascular health Create and link to COPD foundation brochure
Get support and tools to quit smoking
Create and link to freedom from smoking online (among other sites)
www.ffsonline.org (and others)
Support and tools for non-smokers
Create
Do what I can to monitor my own symptoms
Create
Get payment help Link to BI Patient Assistance Program
http://us.boehringer-ingelheim.com/our_responsibility/patients-families.html
• High-priority do content to be added is focused around specific tools for smoking cessation and health management, as well as payment assistance information
Content Strategy | Page 25
Future State Observations: Do
Need Create/Link To Source (if applicable)
Find a doctor/facility Link to AMA doctor finder (or medicare database)
https://apps.ama-assn.org/doctorfinder/
Advocate for COPD patients Link to COPD Coalition COPD-coalition.org
Change my diet to promote well-being
Create and Link to COPD foundation brochure
Practical Tips Create
Provide apps to help improve QOL
Link to (links to come)
• Medium priority do content to be added includes a variety of tools that can help make a patient’s life easier.