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