hxrefactored -aha media group - ahava leibtag
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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
21 @ahavaL #HxRconf 51
COMPASSIONATE
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MULTIDISCIPLINARY
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WORLD-CLASS
9 @ahavaL #HxRconf 54
CUTTING-EDGE
5 @ahavaL #HxRconf 55
PATIENT-FOCUSED
1 @ahavaL #HxRconf 56
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
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PATIENT-FOCUSED
1 70% @ahavaL #HxRconf 72
How do we ensure empathetic user experiences?
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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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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?
17% @ahavaL #HxRconf 102
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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 [email protected]
@ahavaL @ ahavaleibtag
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THANK YOU! 117