hxrefactored -aha media group - ahava leibtag

The Power of Empathy in Healthcare Content

Ahava Leibtag President

Aha Media Group

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Deep Sea Oil Rigging

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Jack Up Rig

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Bottom-Setting Platform

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Production Casing

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Oil Shale

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Today 1.  What is empathy? 2.  Content is a conversation 3.  Are we giving patients the

conversations they want? 4.  How to create empathetic

healthcare content @ahavaL  #HxRconf   12  

What is Empathy?

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The ability to understand and share the feelings of another.

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Content is a conversation.

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To whom are we talking? à

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To whom are we talking? à

Who are our customers?

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Who are we? à

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Who are we? à Who is our brand?

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CONTENT REVEALS TO THE WORLD WHO WE ARE.

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CONTENT IS THE CONVERSATION THAT FUELS

THE SALES PROCESS.

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Email  Addresses/Contacts  

Engaged  

Prospect  &  Recycled  

Lead  

Sales  Lead  

Opportunity  Customer  

Sales Funnel

Marke=ng  

Sales  

Nurturing  Database    

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Complexities of Healthcare Content

•  Intimate •  Politically sensitive •  Opaque •  Dangerous •  Requires definition

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Intimate

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Politically Sensitive

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Opaque

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Dangerous

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Requires Definition

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I don’t know what to say.

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What would you want to hear?

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MULTIDISCIPLINARY

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COMPLEX @ahavaL  #HxRconf   42  

ADVANCED

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STATE-OF-THE-ART

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WORLD-CLASS

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Are we giving patients the conversations they want?

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CHALLENGE: TOP 50 CANCER WEBSITES

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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-­‐KeQering  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   MassachuseQs  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  Bap=st  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  Ins=tute  

17   Thomas  Jefferson  University  Hospital   42   UC  San  Diego  Medical  Center  

18   Duke  University  Medical  Center   43   University  of  North  Carolina  Hospitals  

19   MoffiQ  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  PiQsburgh  Medical  Center   50   Beth  Israel  Deaconess  Medical  Center  @ahavaL  #HxRconf   49  

ADVANCED

43  @ahavaL  #HxRconf   50  

RANKED BY U.S.NEWS & WORLD REPORT

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COMPASSIONATE

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MULTIDISCIPLINARY

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WORLD-CLASS

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CUTTING-EDGE

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PATIENT-FOCUSED

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CHALLENGE: WHAT DO PATIENTS REALLY

WANT?

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SURVEY •  Used survey monkey •  Sent out link through emails, Twitter,

Facebook and LinkedIn •  Survey was open for 6 weeks •  Closed survey at 200 respondents

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GENDER

66%  

34%  

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AGE 30%  

34%  

8%  

6%  

22%  

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USAGE PATTERNS

95%  

68%  

91%  

53%  

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EDUCATION

6%  

41%  

54%  

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EXPERIENCE

52%  

48%  

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

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21%  

World-Class

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ADVANCED

43   26%  @ahavaL  #HxRconf   67  

MULTIDISCIPLINARY

14   28%  @ahavaL  #HxRconf   68  

CUTTING-EDGE

5   21%  @ahavaL  #HxRconf   69  

COMPASSIONATE

17   47%  @ahavaL  #HxRconf   70  

RANKED BY U.S.NEWS & WORLD REPORT

21   43%  @ahavaL  #HxRconf   71  

PATIENT-FOCUSED

1   70%  @ahavaL  #HxRconf   72  

How do we ensure empathetic user experiences?

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@ahavaL #HxRconf

Criteria  for Evaluating User Experience

A user-friendly experience is the result of: •  Effective navigation – Can users find what they’re looking for? •  Valuable content – Is the information useful and usable?

•  Good presentation – Is it easy to quickly comprehend?

•  Efficient interaction – Can they act on it effectively?

+   +   +  

And content?

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Business  Goals  

User    Tasks  

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Business  Goals  

User    Tasks  

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Business Goals

User Tasks

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WHY SHOULD WE BOTHER WITH CONTENT?

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WHY SHOULD WE BOTHER WITH GOOD CONTENT?

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57%  

43%  

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77%  

23%  

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PEOPLE ARE HUNGRY FOR INFORMATION.

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20%  

40%  

46%  

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How do You Create

Empathetic Healthcare Content?

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#1: Start with what your

audience wants to hear.

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#1: Start with what your

audience wants to hear. NOT what you want to say.

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Creating Empathetic Content •  Personas •  Customer Journey Maps •  Testing

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Personas

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Customer Journey Maps

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CONTENT AUDITS

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Google  

Condi=on  

Treatment  

Service  Provider  

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#FAIL  97  

Revised “Condition” pages

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Test

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Diabetes Page

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https://www.youtube.com/watch?v=-3fW_zTNvFM

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Round 1: User Testing How much weight do you need to lose to lower your risk of diabetes?

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Round 2: User Testing How much weight do you need to lose to lower your risk of diabetes?

63% @ahavaL  #HxRconf   105  

https://www.youtube.com/watch?v=iWhb09cS4sI

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Diabetes Pages: Before and After

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Testing 1.  Usability Testing 2.  Quality Audits 3.  Paper Testing 4.  Recall Testing 5.  Focus Group Testing

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#2: What makes you different?

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#3: Are you willing to speak human?

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Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com

@ahavaL @ ahavaleibtag

@ahavaL  #HxRconf  

THANK YOU! 117