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1
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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2@marsinthestars | @xacerb8
Content Strategists at Mad*Pow
Marli MesibovDirector of Content Strategy
Dana OrtégonSenior Content Strategist
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3@marsinthestars | @xacerb8
Agenda
1. Why does content strategy matter?
2. How do we do it?3. The Main Event: Q&A
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4@marsinthestars | @xacerb8
Why does content strategy matter?
Design without content is just decoration
Content without strategy is just empty words
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5@marsinthestars | @xacerb8
To quote GatherContent:
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6@marsinthestars | @xacerb8
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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8@marsinthestars | @xacerb8
Discover: Identify the organizational mission
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9@marsinthestars | @xacerb8
Discover: Learn about the audience(s)
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10@marsinthestars | @xacerb8
Synthesize: Analyze all existing content
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11@marsinthestars | @xacerb8
Synthesize: Create voice and tone guidelines
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12@marsinthestars | @xacerb8
Generate: Write, design, or video proto-content
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13@marsinthestars | @xacerb8
Generate: Don’t forget the metadata!
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QUESTIONS?
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COMMON QUESTIONS
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16@marsinthestars | @xacerb8
Common Questions
When should we create our own content, vs. using preexisting content from outside sources?
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17@marsinthestars | @xacerb8
Common Questions
Do people ever read this stuff?
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18@marsinthestars | @xacerb8
Common Questions
How long should it be?
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YOUR TURN!
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20@marsinthestars | @xacerb8
Common Questions
How successful are online wellness programs?
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21@marsinthestars | @xacerb8
Common Questions
How do we know what metadata to use on our site?
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22@marsinthestars | @xacerb8
Common Questions
How do we make sure we’re HIPAA compliant when building an app or interactive site?
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23@marsinthestars | @xacerb8
Common Questions
Are there any general best practices for writing?
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24@marsinthestars | @xacerb8
Common Questions
How do we know if we have the right content or right tone of voice?
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25@marsinthestars | @xacerb8
Common Questions
How do you write authoritatively about content you know nothing about?
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26@marsinthestars | @xacerb8
Common Questions
How do you separate individual “voices” from the brand voice?
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27@marsinthestars | @xacerb8
Thank you!