Plan Your Content Strategy BEFORE

your Social Media Strategy

Ahava Leibtag, PresidentAha Media Group

New England Society for Healthcare Communications

May 22 2015

@ahavaL #NESHco2015

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Clinical TrialsLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet sollicitudin. Quisque eu justo et elit faucibus efficitur ut in justo. Aenean id ante in eros pharetra euismod. Curabitur imperdiet commodo elit non bibendum. Mauris vulputate congue leo, vel vehicula ex consectetur vel. Aenean accumsan ante dui, in efficitur dolor tincidunt ac. Integer vitae neque ut diam aliquam molestie. Praesent eu arcu lectus. Aliquam mattis enim scelerisque, lobortis enim eu, convallis nibh. Maecenas tellus est, egestas vitae bibendum vel, fermentum quis dolor. In in ullamcorper quam. Phasellus vitae posuere urna. Quisque ac auctor est. Aliquam erat volutpat. Donec condimentum lacus scelerisque, tincidunt sapien vel, tincidunt nunc. Suspendisse rhoncus augue ac ex pellentesque, varius venenatis nisi feugiat. Pellentesque cursus, dolor eget tempus blandit, purus velit fermentum erat, eu consectetur nisi lacus vel tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie vehicula. In dui ipsum, tempus id tempor sit amet, pharetra sit amet tortor. Sed elementum sem mollis libero laoreet ultrices. Ut a dui id arcu consectetur euismod. Vestibulum vulputate ante in risus accumsan tempus. Suspendisse bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet

Clinical Trials1. Maecenas tellus est, egestas vitae bibendum vel, fermentum quis ullamcorper quam.

4. Phasellus tincidunt diam dolor, vitae lacinia orci faucibus eu. Aliquam convallis.

2. Curabitur id lectus varius, ultrices dui sit amet, mollis dui. Ut.

5. Nulla sagittis sapien ut ornare consectetur. Phasellus quis turpis luctus, ultricies.

3. Fusce ut fringilla magna. Mauris at tortor et urna commodo venenatis.

6. Sed dignissim mi tempus lectus venenatis, vel facilisis nisi consectetur. Aliquam.

Need Help?

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How can we help you?

#1:Multiple Touchpoints

Need

1 Awareness

2 Engagement

3 Decision

4

UnconsciousIncompetence

ConsciousIncompetence

ConsciousCompetence

UnconsciousCompetence

Literacy

Fluency

Mastery

Need

Awareness

Engagement

Decision

What is content?

Content has 3 parts.

Content Formats

• Written articles• Podcasts• Videos• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

Vs.(Don’t Get Confused)

Content Delivery Tools

• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

If we don’t know what we’re saying, how can we possibly

plan distribution?

What is content strategy?

Content Strategy:

• Align content with business objectives• Support customers in accomplishing tasks

Business Goals

User Tasks

Need

1 Awareness

2 Engagement

3 Decision

4

Content Strategy Has 3 Parts

1. External Messaging: Answer the 5 essential questions

2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle?

3. Technological Delivery of Content: How do we control the display and delivery of content?

#1: Editorial/Brand

All organizations need to know:1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?

#2: Workflow

They also need to know:Internally who is responsible for all the different phases of a content strategy?

• Plan• Create• Publish• Distribute• Analyze• Govern

#3: Technical Display/Delivery of Content

• XML• DITA• Metadata• Structured content• Adaptive content• Content modeling

5 Essential Questions

5 Essential Questions1. To whom are you speaking?

To Whom Are you Speaking?

5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?

Who are you as a brand?

Identity Pillars

Current Identity Pillars Future Identity Pillars

Identity Pillars

Current Identity Pillars Future Identity Pillars

Identity Pillars

Current Identity Pillars Future Identity Pillars

Unusable

Identity Pillars

Current Identity Pillars Future Identity Pillars

Unusable User-friendly

Identity PillarsCurrent Identity Pillars Future Identity Pillars

Arrogant Academics

Patient Experts

Excellent Nursing Care

Excellent Nursing Care

Advanced Technology

Advanced Technology

Research-driven Patient-care and research when appropriate

5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?

What are you trying to say?

Healthcare.gov

Current Identity Pillars Future Identity Pillars

Unusable User-friendly

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable User-friendly

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.

• We improved code so information loaded faster.

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.

• We improved code so information loaded faster.

• We improved our databases.

Messaging ArchitectureCurrent Content

PillarsFuture Content Pillars Articulation Statement Messaging

Unusable User-friendlyWe have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.

• We improved code so information loaded faster.

• We improved our databases.• We created a glossary so

people could understand our terms.

5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?4. How do you say it?

How do you say it?

Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

Voice and Tone at Facebook

5 Essential Questions1. To whom are you speaking?2. Who are you as a brand?3. What are you trying to say?4. How do you say it?5. When and where do you say it?

When and where do you say it?

Editorial Calendar

#2:Improve the Patient Experience

(PX)

What makes great conversations?

Great Conversations

1. Listen first

Great Conversations

1. Listen first2. Let the other person talk about themselves

Great Conversations

1. Listen first2. Let the other person talk about themselves3. Emphasize similarities

Are we giving patients the conversations they want?

Perception

Round 1: User Testing

How much weight do you need to lose to lower your risk of diabetes? 17%

Round 2: User Testing

How much weight do you need to lose to lower your risk of diabetes? 63%

Diabetes Pages: Before and After

CHALLENGE: TOP 50 CANCER WEBSITES

Rank Top 50 Cancer Hospitals (*U.S. News & World Report) Rank Hospitals

1 University of Texas MD Anderson Cancer Center 26 Cedars-Sinai Medical Center

2 Memorial Sloan-Kettering Cancer Center 27 University of Kansas Hospital

3 Mayo Clinic (Rochester, MN) 28 Vanderbilt University Medical Center

4 Johns Hopkins Hospital 29 Yale-New Haven Hospital

5 Dana-Farber/Brigham and Women's Cancer Center 30 Fox Chase Cancer Center

6 Massachusetts General Hospital 31 University of Chicago Medical Center

7 UCSF Medical Center 32 IU Health Academic Health Center

7 University of Washington Medical Center 33 Mayo Clinic (Phoenix, AZ)

9 Cleveland Clinic 34 Mayo Clinic (Jacksonville, FL)

10 Stanford Hospital and Clinics 35 Hackensack University Medical Center

11 UCLA Medical Center 36 University of Iowa Hospitals and Clinics

12 Wake Forest Baptist Medical Center 37 University of Minnesota Medical Center

13 Hospital of the University of Pennsylvania 38 NYU Langone Medical Center

14 Northwestern Memorial Hospital 39 University of Maryland Medical Center

15 City of Hope 40 Houston Methodist Hospital

15 Seidman Cancer Center at UH Case Medical 41 Roswell Park Cancer Institute

17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center

18 Duke University Medical Center 43 University of North Carolina Hospitals

19 Moffitt Cancer Center 44 Emory University Hospital

20 Ohio State University James Cancer Hospital 45 Nebraska Medical Center

21 Barnes-Jewish Hospital/Washington University 46 Hahnemann University Hospital

22 New York-Presbyterian University Hospital of Columbia and Cornell 47 University of Wisconsin Hospital and Clinics

23 University of Colorado Hospital 48 USC Norris Cancer Hospital

24 University of Michigan Hospitals and Health Centers 49 Oregon Health and Science University

25 UPMC-University of Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Center

Are we connecting?

• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S.News & World Report

SURVEY

• Used Survey Monkey• Sent out link through emails, Twitter, Facebook and LinkedIn• Survey was open for 6 weeks• Closed survey at 200 respondents

GENDER

66%

34%

AGE

30%

34%

8%

6%

22%

EDUCATION

6%

41%

54%

EXPERIENCE

52%

48%

WORDS/PHRASES

• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S. News & World Report

21%

World-Class

9

ADVANCED

43 26%

MULTIDISCIPLINARY

14 28%

CUTTING-EDGE

5 21%

COMPASSIONATE

17 47%

RANKED BY U.S. NEWS & WORLD REPORT

21 43%

PATIENT-FOCUSED

1 70%

Need

1 Awareness

2 Engagement

3 Decision

4

Summary1. People move through a buying process. Support those

multiple touchpoints with strategic content.2. How do we define content?3. How do we define content strategy and how do we answer 5

essential questions?4. How do we support the patient experience through

conversations?

Plan Your Content Strategy BEFORE

your Social Media Strategy

Ahava Leibtag, PresidentAha Media Group

New England Society for Healthcare Communications

May 22 2015

Thank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.com

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