Ahava Leibtag presents at NESHCO on May 22, 2015

1. Plan Your Content Strategy
BEFORE
your Social Media Strategy
Ahava Leibtag, President
Aha Media Group
New England Society for
Healthcare Communications
May 22 2015

2. @ahavaL #NESHco2015

4. Treatment
Options
What to do
when you
find a lump
1
2
Breast Center
About Breast Cancer Treatments Our Doctors
Breast Scans
Treatments

5. Region Hospital
Treatments Centers Services
Region Hospital
Mike Smith
1hrs • Anytown, USA
Just got tested for colon cancer in
honor of my dad. You should too.
Region Hospital was great!
Like • Comment • Share

6. Genetic Testing
Center
BREAST OVARIAN COLON
SHARE
Genetic Testing
Center
BREAST OVARIAN COLON
Region Hospital
Treatments Centers Services
Region Hospital

7. Lung Cancer
Treatments
Hospital Cancer Center
Clinical TrialsLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec laoreet molestie
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bibendum egestas diam in viverra. Nam vestibulum erat finibus imperdiet
Clinical Trials
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8. #1:
Multiple Touchpoints

9. Need
1 Awareness
2
Engagement
3 Decision
4

10. Unconscious
Incompetence
Conscious
Incompetence
Conscious
Competence
Unconscious
Competence
Need
Awareness
Engagement
Decision

12. What is content?

13. Content has 3 parts.

17. Content Formats
• Written articles
• Podcasts
• Videos
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data

18. Vs.
(Don’t Get Confused)

19. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare

27. If we don’t know what we’re
saying, how can we possibly
plan distribution?

28. What is content strategy?

29. Content Strategy:
• Align content with business objectives
• Support customers in accomplishing tasks
Business
Goals
User
Tasks

30. Need
1 Awareness
2
Engagement
3 Decision
4

32. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?

33. #1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?

34. #2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a
content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern

35. #3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling

36. 5 Essential Questions

37. 5 Essential Questions
1. To whom are you speaking?

38. To Whom Are you Speaking?

46. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?

47. Who are you as a brand?

53. Identity Pillars
Current Identity Pillars  Future Identity Pillars





55. Identity Pillars
Current Identity Pillars  Future Identity Pillars





56. Identity Pillars
Current Identity Pillars  Future Identity Pillars
Unusable





57. Identity Pillars
Current Identity Pillars  Future Identity Pillars
Unusable

User-friendly




58. Identity Pillars
Current Identity Pillars  Future Identity Pillars
Arrogant
Academics
Patient Experts
Excellent Nursing
Care
Excellent Nursing Care
Advanced
Technology
Advanced Technology
Research-driven Patient-care and research
when appropriate

59. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?

60. What are you trying to say?

62. Healthcare.gov
Current Identity Pillars  Future Identity Pillars
Unusable

User-friendly




63. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable 

64. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly

65. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.

66. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.

67. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.

68. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
• We created a glossary so
people could understand our
terms.

69. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?

70. How do you say it?

71. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

72. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

73. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

78. Voice and Tone at Facebook

89. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?

90. When and where do you say it?

91. Editorial Calendar

93. #2:
Improve the Patient Experience
(PX)

94. What makes great
conversations?

95. Great Conversations
1. Listen first

101. Great Conversations
1. Listen first
2. Let the other person talk about themselves

105. Great Conversations
1. Listen first
2. Let the other person talk about themselves
3. Emphasize similarities

112. Are we giving patients
the conversations they want?

113. Perception

114. Round 1: User Testing
How much weight do you
need to lose to lower your
risk of diabetes? 17%

117. Round 2: User Testing
How much weight do you
need to lose to lower your
risk of diabetes? 63%

118. Diabetes Pages: Before and After

119. CHALLENGE:
TOP 50 CANCER WEBSITES

120. 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-Kettering 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 Massachusetts 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 Baptist 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 Institute
17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center
18 Duke University Medical Center 43 University of North Carolina Hospitals
19 Moffitt 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 Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Center

121. Are we connecting?
• World-class
• Advanced
• Multidisciplinary
• Cutting-edge
• Compassionate
• Patient-focused
• Ranked by U.S.News & World Report

122. SURVEY
• Used Survey Monkey
• Sent out link through emails, Twitter, Facebook and LinkedIn
• Survey was open for 6 weeks
• Closed survey at 200 respondents

123. GENDER
66%
34%

124. AGE
30%
34%
8%
6%
22%

125. EDUCATION
6%
41%
54%

126. EXPERIENCE
52%
48%

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

129. 21%
World-Class
9

130. ADVANCED
43 26%

131. MULTIDISCIPLINARY
14 28%

132. CUTTING-EDGE
5 21%

133. COMPASSIONATE
17 47%

134. RANKED BY
U.S. NEWS & WORLD REPORT
21 43%

135. PATIENT-FOCUSED
1 70%

136. Need
1 Awareness
2
Engagement
3 Decision
4

137. Summary
1. People move through a buying process. Support those
multiple touchpoints with strategic content.
2. How do we define content?
3. How do we define content strategy and how do we answer 5
essential questions?
4. How do we support the patient experience through
conversations?

139. Plan Your Content Strategy
BEFORE
your Social Media Strategy
Ahava Leibtag, President
Aha Media Group
New England Society for
Healthcare Communications
May 22 2015

140. Thank you!
Ahava Leibtag
Aha Media Group
www.ahamediagroup.com
ahavaL
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