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Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

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The most effective interventions focus not only on individual target behaviors, but also on the needs, perspectives and motivational quality of the people who will use them. When we design behavior change interventions, we focus on providing information at the right time, in the right place, for the right person… and that requires a content strategy. In this webinar, Marli Mesibov will provide examples and guidelines for crafting a content strategy specific to behavior change.

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Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

  1. 1. 1 PREPARED BY CONTENT STRATEGY FOR BEHAVIOR CHANGE @MARSINTHESTARS March 7, 2017 Mad*Pow Webinar Marli Mesibov, Director of Content Strategy
  2. 2. 2 Mad*Pow | @marsinthestars Marli Mesibov • Managing Director of Content Strategy at Mad*Pow • Editorial Director of UX Booth
  3. 3. 3 Mad*Pow | @marsinthestars When you’re an app
  4. 4. 4 Mad*Pow | @marsinthestars …you are what you say Your Digital Companion has a difficult job. It needs to motivate and encourage, while simultaneously showing respect and encouraging trust. It must come across as familiar and helpful, while still exerting influence over the user’s choices. To that end, we need a voice that sounds accommodating but not subservient, and caring but not parental. Your Digital Companion is: • Realistic but not cynical • Respectful but not subservient • Happy but not silly • Motivational but not dumb • Familiar but not annoying • Authoritative but not bossy Digital Companion helps patients help themselves. It acts as a guide, to help patients adapt to the new circumstances around them.
  5. 5. 5 1. How do you change peoples’ behaviors? 2. How can a content strategy impact how people act? 3. Case Studies 4. Takeaways Mad*Pow | @marsinthestars Agenda
  6. 6. 6 BEHAVIOR CHANGE
  7. 7. 7 Mad*Pow’s Behavior Change Purpose We are a design agency full of passionate people, in a creative environment, delivering amazing experiences for industry leading clients. We are purpose driven - focused on improving health, financial wellbeing, education, and human connection. Our goal is social impact and financial return. Purpose Driven Design Mad*Pow | @marsinthestars
  8. 8. 8 Mad*Pow’s Behavior Change Purpose Purpose Driven Design Mad*Pow | @marsinthestars
  9. 9. 9 Mad*Pow’s Behavior Change Purpose Mad*Pow | @marsinthestars “The study and application of behavioral, social & decision science, motivational psychology and human-computer interaction to the design and evaluation of products, services and interventions aimed at changing real-world behaviors.” - Dustin DiTommaso
  10. 10. 10 Mad*Pow’s Behavior Change Purpose Mad*Pow | @marsinthestars DIAGNOSIS Define Problem, Context & Outcome Goals PRESCRIPTIO N Define Intervention Strategy EXECUTION Design & Implementation of System Components EVALUATION Design of Experiments
  11. 11. 11 CONTENT STRATEGY
  12. 12. 12 “Content strategy is planning for the creation, delivery, and governance of usable, useful content.” –Kristina Halvorson, Brain Traffic Mad*Pow | @marsinthestars Content Strategy
  13. 13. 13 Mad*Pow | @marsinthestars Mad*Pow Process DISCOVER SYNTHESIZE GENERATE REFINE Plan/Strategy Prototype EVALUATE IMPLEMENT Deployment QA
  14. 14. 14 Mad*Pow | @marsinthestars Discover: Identify the organizational mission
  15. 15. 15 Mad*Pow | @marsinthestars Discover: Learn about the audience(s)
  16. 16. 16 Mad*Pow | @marsinthestars Synthesize: Analyze existing content
  17. 17. 17 Mad*Pow | @marsinthestars Synthesize: Create voice and tone guidelines
  18. 18. 18 Mad*Pow | @marsinthestars Generate: Write, design, or video proto-content
  19. 19. 19 Mad*Pow | @marsinthestars Generate: Don’t forget the metadata!
  20. 20. 20 CASE STUDIES
  21. 21. 21 Mad*Pow | @marsinthestars Talk to a Coach
  22. 22. 22 Mad*Pow | @marsinthestars Talk to a Helper
  23. 23. 23 Mad*Pow | @marsinthestars Talk to a Dog-Version of Judi Dench
  24. 24. 24 TAKEAWAYS
  25. 25. 25 Mad*Pow | @marsinthestars How to get started • Create an Empathy Map • Build a Journey Map • Sketch a Storyboard • Write a Conversation
  26. 26. 26 Mad*Pow | @marsinthestars Create an Empathy Map
  27. 27. 27 Mad*Pow | @marsinthestars Build a Journey Map Awareness of Health Problem HAVING A LAB TEST PATIENT - MARSHA JOURNEY MAP Lab Test Sample Results and ResolutionWaitin gP eriod - RESULTS -MAILROOM - RECEPTIONIST - LAB RECEPTION - BILL - RECEPTIONIST - LAB RECEPTION -DOCTOR - PATIENT’S ROOM - LAB TEST REQUEST COPAY FILL PRESCRIPTION SCHEDULE APPOINTMENT GET DOCTOR EXAM RESULTS IN THE MAIL WAIT FOR RESULTS LEAVE SAMPLEREGISTRATION CHOOSE LAB TEST SERVICE PRESCRIBED LAB TEST ANXIETY & DEPRESSIONWORRY SEARCH SYMPTOMS DATABASE LOG SAMPLE -TRANSMIT TEST REQUEST -PERFORM TEST -LOG TEST -REQUEST PAYMENT ADHERE TO TREATMENT Adjudicate PAYER - BILL Adjudicate PAYER REQUEST PAYMENT ACCEPT REQUEST TRANSMIT RESULTS TAKE SAMPLE REQUEST LAB TEST/PAYMENT - PHONE SCHEDULE APPOINTMENT -DOCTOR - PATIENT’S ROOM EMR EXAMINE / REVIEW PATIENT HISTORY -DOCTOR - EXAM ROOM MONITER PATIENT CONDITION -PHARMACIST - PHARMACY - PRESCRIPTION Adjudicate PAYER RECEIVE/FILL PRESCRIPTION -PHARMACIST - PHARMACY -BILL -DRUGS I have to get a lab test? Which lab should I go to? Which is best? Hopefully this is quick and painless. All done, now all I can do is hope for the best. How long is this going to take? Oh, these results aren’t bad. Let’s see what the doctor has to say about it. What a relief! It’s not cancer afterall. Though I still ha ve minor things to be treated for... Oh well... At least everything is under control.
  28. 28. 28 Mad*Pow | @marsinthestars Sketch a Storyboard
  29. 29. 29 Mad*Pow | @marsinthestars Write a Conversation
  30. 30. 30 Mad*Pow | @marsinthestars Questions? Email: marli@madpow.com Twitter: @marsinthestars

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