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The Nuts and Bolts of a Complete Content Overhaul
Meredith RoseDirector of Content Services
AVID Design, Inc.
May 2, 2014
Consider Organizational Culture
• Academic Medical Centers, Healthcare Systems, Specialty Hospitals & Physician Groups
• Understand the needs of various stakeholders & audiences
• Focus on organizational goals and objectives
• Identify infrastructure to integrate content – Marketing or IT/IS
YourOrganization
Executive Management
Physicians Service Lines
Marketing Foundation
IT / IS
Understanding Audiences…and their characteristics
Consumers &Caregivers• New to the area
an exploring services and reputation
• Job seekers (non-clinical/medical)
• Donors & volunteers
• Friends and family of a new or existing patient
• Caregivers looking for information
New & Existing Patients• Researching clinical
trials
• Pay a bill
• Follow-up from clinical service
• Make appointments
• Changing address
• Make a donation
• Seek wellness information
Healthcare Professionals• Physicians
• Researchers
• Medical Students
• Specialists from related medical groups
• Referring Physicians
• Job Seekers
and many more…
Understanding the Audiences
How do users read on the web?
79% of users always scan pages, while only 16% read word-by-word
Source: Useit.com
They Don’t!
Measuring the Effects of Improved Web Writing
Source: Useit.com
Measuring the Effects of Improved Web Writing
Source: Useit.com
Measuring the Effects of Improved Web Writing
Source: Useit.com
Measuring the Effects of Improved Web Writing
Source: Useit.com
Measuring the Effects of Improved Web Writing
Source: Useit.com
Get to the Point!
Inverted-Pyramid Style of Writing
Conclusion
Supporting Information
Background & DetailsProblem
Statement
Related Work
Methodology
Results
Conclusions
Traditional Style
Inverted Pyramid
Style
Every Page Should Have a Goal
Think “Conversion”!
• Direct Transactions: complete a form (buy, sign-up, register)
• Indirect Transactions: opt-in for contact info or address
• Informing: click specified links
• Viewing: video or rich media application
Content Assessment
The AVIDDESIGN Content Assessment is a high-level website content evaluation used to identify areas of strength and provide recommendations for site improvements in four key areas:
– Content and Navigation• Search Engine Optimization
– Content Usability– Conversion/Calls to Action Integration
Content and Navigation
Classification Measure Score Recommendation
Quality of Content ««««« Content has a robust linking strategy with some integration of conversions, but quality will improve with a stronger integration of key words, key messages and differentiating factors – in both headers and content.
Navigation by Audience ««««« Audiences are noted by category – patients, visitors, health professionals, etc. and emphasis is focused beyond the home page. Stronger integration of key messages on service line pages will speak more clearly to specific audiences such as patients and referring physicians.
Logical Traffic Patterns ««««« Logical traffic patterns and navigation are in place and directed by audiences.
Readability ««««« Content is divided into readable sections, but the inverted pyramid approach needs to be incorporated to place key messages first. Also, use of key words in headers will greatly enhance SEO and readability at a glance.
Audience Reach ««««« Audience choices are evident on the current home page, but content and navigation will be enhanced with broader audiences and more targeted messages, by audience.
Conversion Driven Content ««««« More focused call to action conversions will engage audiences and improve user experiences.
Keyword Relevance ««««« Current content could be enhanced with a stronger keyword integration into headers and copy.
Search Engine Optimization
Classification Measure Score Recommendation
Search Engine Optimization ««««« Search engine will improve with addition of more complete metadata and stronger incorporation of keywords.
Indexing ««««« With more complete metadata and improved strategic navigation, search engines will be able to better crawl the website for logical and relevant search results.
Metadata ««««« Generally metadata is incomplete with lack of title and description on many pages. Strong keyword rich headers and image alt tags need to be used more consistently.
Traffic patterns ««««« With a more targeted approach to content, every page will be linked appropriately through navigation for improved traffic patterns.
Linking Strategy ««««« Overall linking is strong for both internal and external links, including social media linking. Expansion of in-content linking strategy would improve user experiences.
Video Integration ««««« Videos could be better incorporated into content with more of a key message focus, by video, which would greatly enhance SEO.
Conversations
Conversion Yes/No Comments
Job Application Y Careers section exists.
Calendar – Events/Meetings Y System calendar is in place.
Online Meeting Registration Y Online registration is available.
Online Payment Gateway Y Online payment is available.
Online eNewsletters Y Online eNewsletter sign ups are available.
Request an Appointment Y Online Request an Appointment tool is available.
Watch a Video Y Videos are available.
Develop a Plan Structure
Branding &Graphic Design
Information Architecture& Planning
Website Development& Programming
Content Development& Strategic SEO
Fundamentals of Content Architecture:• Content Architecture• Navigation• Usability 2.5.12. Electrophysiology Center
2.5.12.1. Meet the Team
2.5.12.2. Conditions We Treat
2.5.12.3. Atrial Fibrillation Center
2.5.12.4. Clinical Research & Clinical Trials
2.5.12.5. Medical Education2.5.12.5.1. Clinical Cardiac Electrophysiology Fellowship
2.5.12.6. Patient Story
2.5.12.7. Center Locations
Define IA
Determine Deliverables – one page at a time!
Revised Content: • 90% of the current content is correct• Simply needs to be refreshed for tone and SEO efforts• Very minimal communication with subject matter experts (SME)• Usually contains between 100 and 150 words of copy - takes about 1.5
hours per page
Expanded Content: • Communication with a few subject matter experts• Update out-of-date information• Add content to those areas of emphasis that are incomplete• Usually 150 and 300 additional words of copy – takes about 2-3
hours per page
Original Content:• More comprehensive communication with a number of subject matter
experts • Define key messages and incorporate strategic goals and objectives• Usually contains between 250 and 450 words per page – takes about 4
hours per page
Manage the Project
• Assign a Project Coordinator, specifically for communications and timely work flow processing.
• Establish specific milestones to be met to achieve launch deadline.
• Meet regularly to ensure all project steps are on track and accounted for within the team assignments.
• Use a project management system for ease of communications and timely response for edits and revisions, including SME review.
Status Guide:
• Client Status 1 = Pending Interview• Client Status 2 = AT IMG• Client Status 3 = AT MKTG• Client Status 4 = AT SME• Client Status 5 = AT AVID• CLIENT APPROVED
Set Up Clear Communication Structure
All project participants know where content pages are in the process…
communications through one project management system.
Jump in the Deep End!
For strategic web content:
• Define key messages
• Assess current content by system and service line sub-specialization
• Determine missing content based on web best practices
• Identify expanded content for inclusion – images and videos
• Organize and prioritize content development based on organizational goals and objectives
• Set up subject matter expert interviews
Differentiating Factors
What sets University Hospitals apart fromcompetitors? Local, Regional?
What advanced treatment options do you offer? What are the benefits of this advanced care? How do advanced treatment options improve recovery time? Outcomes?
What are some of the more complex cases that have been treated?
What are the specific benefits of coming to University Hospitals for cardiovascular care?
What percentages of surgeries are minimally invasive? Computer assisted?
What special training or credentials do physicians or team members have?
Innovations
Are physicians pioneering any type of innovative treatment? What are the benefits to the consumer? How does this innovative treatment improve outcomes?
What type of clinical research are you and your team involved in? How does specific clinical research translate to patient care?
Are new or innovative materials available for use? What are the benefits to these new materials? Are physicians from University Hospitals involved in the development of these new materials?
Patient Care
Do patients receive an individualized treatment plan? What might such plan include? Who is on the patient care team?
What are the benefits of more advanced cardiovascular care as compared to other therapies?
How long do specific treatments last?
How is pain managed with specific cardiovascular conditions?
How soon can the patient get up, walk, and be active after specific cardiovascular treatments?
How is rehab different or better than competition? Does the rehab staff have additional training or credentials for cardiac rehab?
Referral Information
What information would you like to include for referring physicians?
What type of referral system do you have in place? Is access an issue?
Do you have a specific physician referral department or contact information?
Do you have CME information that you would like to include on the website? Grand rounds?
Would you like to include any academic or published achievements from physicians at University Hospitals? Journals? Books?
Content Examples
Along the Way…Confirm Strategic Focus with Data
Understand web traffic and communicate ROI to key stakeholders for internal project support…hit some
quick home runs!
Thank You!
Meredith RoseDirector of Content Services
AVID Design, [email protected]
770-248-1752 x 515
Questions?
