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

2@marsinthestars | @xacerb8

Content Strategists at Mad*Pow

Marli MesibovDirector of Content Strategy

Dana OrtégonSenior Content Strategist

3@marsinthestars | @xacerb8

Agenda

1. Why does content strategy matter?

2. How do we do it?3. The Main Event: Q&A

4@marsinthestars | @xacerb8

Why does content strategy matter?

Design without content is just decoration

Content without strategy is just empty words

5@marsinthestars | @xacerb8

To quote GatherContent:

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

7

HOW DOES CONTENT STRATEGY WORK FOR HEALTHCARE

8@marsinthestars | @xacerb8

Discover: Identify the organizational mission

9@marsinthestars | @xacerb8

Discover: Learn about the audience(s)

10@marsinthestars | @xacerb8

Synthesize: Analyze all existing content

11@marsinthestars | @xacerb8

Synthesize: Create voice and tone guidelines

12@marsinthestars | @xacerb8

Generate: Write, design, or video proto-content

13@marsinthestars | @xacerb8

Generate: Don’t forget the metadata!

14

QUESTIONS?

15

COMMON QUESTIONS

16@marsinthestars | @xacerb8

Common Questions

When should we create our own content, vs. using preexisting content from outside sources?

17@marsinthestars | @xacerb8

Common Questions

Do people ever read this stuff?

18@marsinthestars | @xacerb8

Common Questions

How long should it be?

19

YOUR TURN!

20@marsinthestars | @xacerb8

Common Questions

How successful are online wellness programs?

21@marsinthestars | @xacerb8

Common Questions

How do we know what metadata to use on our site?

22@marsinthestars | @xacerb8

Common Questions

How do we make sure we’re HIPAA compliant when building an app or interactive site?

23@marsinthestars | @xacerb8

Common Questions

Are there any general best practices for writing?

24@marsinthestars | @xacerb8

Common Questions

How do we know if we have the right content or right tone of voice?

25@marsinthestars | @xacerb8

Common Questions

How do you write authoritatively about content you know nothing about?

26@marsinthestars | @xacerb8

Common Questions

How do you separate individual “voices” from the brand voice?

27@marsinthestars | @xacerb8

Thank you!