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Developing a Lycra® Content Strategy at Seattle Children’s Hospital
Ahava LeibtagPresident
Aha Media Group
@ahavaL #confabMN
Our Team• Elizabeth Austen, Seattle Children’s• Jill Richmond, Seattle Children’s• Margo Whisler, Seattle Children’s• Talia Eisen, Aha Media• Ahava Leibtag, Aha Media
@ahavaL #confabMN
Focus Programs• Cancer and Blood Disorders Center• Craniofacial Center• Gastroenterology and Hepatology• Heart Center• Neonatology• Neurosurgery• Orthopedics and Sports Medicine• Pediatric Surgery (includes Reconstructive Pelvic Medicine)• Psychiatry & Behavioral Medicine and Autism Center• Transplant Center
@ahavaL #confabMN
Challenge #1How to communicate the concept
and value of multidisciplinary?The multidisciplinary nature of our
work and why its beneficial to patients and families sometimes gets lost
@ahavaL #confabMN
Challenge #2What does pediatric really mean
and why does it matter?How can we emphasize the importance
of a pediatric hospital and research institute?
@ahavaL #confabMN
Challenge #3Too wordy and not patient-focused
Key messages are getting lost in too much text that were not speaking to
the end-user
@ahavaL #confabMN
Challenge #4Lack of Clear Direction
Current content lacks clarity around how you get an appointment(do you need a referral, can you just come?)
@ahavaL #confabMN
Challenge #5Swimming in Data
How do we use all this data to create a coherent, relevant content strategy?
@ahavaL #confabMN
OUR APPROACH
Establish
Content
Governan
ce
Content Analysis
Content Creatio
n
Establishing workflows
• Persona Development
• Messaging Architecture
• Identity Pillar Identification
Conten
t Planning
Build
busines
s case
Content
Auditing
Discovery
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Content Strategy: Two Parts
External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you
say it?
Internal Workflow
@ahavaL #confabMN
External MessagingExternal Messaging Questions• To whom are you
speaking? • Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
@ahavaL #confabMN
Who will do all this work?
Requesters
Providers
Creators
Reviewers
Approvers
Publishers
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Lycra® Content Strategy: GoalsHow do we:1. Design and create a content strategy for 10 different
specialties (focus programs)focused on the end-user?2. Create a consistent information architecture so we
don’t have to keep designing templates?3. Make sure we are consistent in overall messaging?4. Plan for and measure KPIs (Key Performance
Indicators) to evaluate and tune content strategy implementation?
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Stakeholder Interviews• Interviewed 12 key stakeholders over
the course of 11 days• Used key points to measure how they
felt web pages were performing • Had to stay consistent in the
interviews
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Data Included– Surveys of Parents and Referring Physicians– Marketing Dashboards– Facebook Surveys– Audience Research before an appointment– Focus Program Trackers– Strategic Planning Dashboards– Prospective Patient Reports
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Choosing a specialist?Primary ConcernsFACTORS [Choosing a specialist] SCORE
Insurance 91%
Seriousness 89%
Reputation 87%
Referral from PCP/Pediatrician 85%
Access 79%
Possible out of pocket expenses 74%
Actual Situation (IBD)FACTORS [Primed for a certain situation] SCORE
Special training or expertise in disease
90%
Outcomes (Success of the specialist)
86%
Research 61%
Number of patients treated 61%
Recommendations from other patients/families
57%
Recommendations from family/friends
48%
@ahavaL #confabMN
Finding #1Providers are a Main Focus
For every focus program, at least a quarter of the traffic goes straight to
content about program team members/providers. This means who is treating is my child is top of mind for
every focus program.
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Finding #2Certain Content is IgnoredPress releases and media are
completely ignored and clutter the pages.
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Finding #3Customer Journey Challenge
Patients are going to conditions pages, which means they are bypassing our services.
This means their questions are not being answered because the conditions aren’t
always funneling them directly to the treatments.
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Finding #4Strategic Thinking
It’s a challenge for internal stakeholders to think about the
content creation and management process strategically
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Finding #5Texture
Stakeholders wanted more texture—the content should reveal something visually and emotionally about the
process.
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5-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone• Editorial Calendar
@ahavaL #confabMN
Questions?• About the Doctors: “How long has the specialist been practicing this specialty?”,
“That the specialist would be too narrow in his/her scope of practice and not be able to see my child as a whole”, “Pediatric vs. general specialist?”
• Condition/Diagnosis: “I would want proof in my face stating that my child is sick.”• Testing: “Should my child have food or drink restrictions before the appointment to
ensure accuracy of test results?”, “What tests will be performed and how best do I prepare my child for what might take place?”
• Cost: “And last, but certainly not least…I would be concerned about the cost of the specialist.”
• Preparation: “What will I need to bring with me or for my child?”• Appointment: “How long will the appointment take?”, “Whether I will be able to be
with my child the entire time?”, “Are siblings welcome, feeding, changing options?”• Emotional: “How do we need to prepare the child emotionally for the appointment?”
@ahavaL #confabMN
Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that
perception?
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Messaging Architecture• How do our identity pillars map from
a business and patient/family perspective?
• How are we representing those ideas?
• What are our messages that reinforce the identity pillars?
@ahavaL #confabMN
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
@ahavaL #confabMN
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
@ahavaL #confabMN
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
@ahavaL #confabMN
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
@ahavaL #confabMN
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE35 You can find the products you
want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
@ahavaL #confabMN
Creating the Information Architecture
• Is every question getting answered?• What do the outliers want that we
don’t have represented in this current IA?
• How much can the template flex?
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Positive Externalities• Efficiency gains in editorial training and
management• Reduced future web development costs• Replacing banners with identity pillars
allows for timely updates, when needed
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More Positive Externalities
• KPI measurement becoming part of department culture
• Identity pillars being applied to other channels such as social media, print and internal communications
@ahavaL #confabMN
Questions?Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.com
@ahavaL @ ahavaleibtag
THANK YOU!
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