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The Nuts and Bolts of a Complete Content Overhaul

The Nuts and Bolts of a Complete Content Overhaul. May 2, 2014. Meredith Rose Director of Content Services AVID Design, Inc. Consider Organizational Culture. Academic Medical Centers, Healthcare Systems, Specialty Hospitals & Physician Groups

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The Nuts and Bolts of a Complete Content Overhaul

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  1. The Nuts and Bolts of a Complete Content Overhaul May 2, 2014 Meredith Rose Director of Content Services AVID Design, Inc.

  2. Consider Organizational Culture • Academic Medical Centers, Healthcare Systems, Specialty Hospitals & Physician Groups • Understand the needs of various stakeholders & audiences • Focus on organizational goals and objectives • Identify infrastructure to integrate content – Marketing or IT/IS Executive Management Physicians Service Lines Your Organization Foundation Marketing IT / IS

  3. Understanding Audiences…and their characteristics Consumers &Caregivers • New to the area an exploring services and reputation • Job seekers (non-clinical/medical) • Donors & volunteers • Friends and family of a new or existing patient • Caregivers looking for information New & Existing Patients • Researching clinical trials • Pay a bill • Follow-up from clinical service • Make appointments • Changing address • Make a donation • Seek wellness information Healthcare Professionals • Physicians • Researchers • Medical Students • Specialists from related medical groups • Referring Physicians • Job Seekers and many more…

  4. Understanding the Audiences How do users read on the web? They Don’t! 79% of users always scan pages, while only 16% read word-by-word Source: Useit.com

  5. Measuring the Effects of Improved Web Writing Source: Useit.com

  6. Measuring the Effects of Improved Web Writing Source: Useit.com

  7. Measuring the Effects of Improved Web Writing Source: Useit.com

  8. Measuring the Effects of Improved Web Writing Source: Useit.com

  9. Measuring the Effects of Improved Web Writing Source: Useit.com

  10. Get to the Point! Inverted-Pyramid Style of Writing Traditional Style Inverted Pyramid Style

  11. Think “Conversion”! Every Page Should Have a Goal • Direct Transactions: complete a form (buy, sign-up, register) • Indirect Transactions: opt-in for contact info or address • Informing: click specified links • Viewing: video or rich media application

  12. Content Assessment The AVIDDESIGN Content Assessment is a high-level website content evaluation used to identify areas of strength and provide recommendations for site improvements in four key areas: • Content and Navigation • Search Engine Optimization • Content Usability • Conversion/Calls to Action Integration

  13. Content and Navigation

  14. Search Engine Optimization

  15. Conversations

  16. Develop a Plan Structure Branding &Graphic Design Information Architecture& Planning Website Development& Programming Content Development& Strategic SEO

  17. Define IA Fundamentals of Content Architecture: • Content Architecture • Navigation • Usability

  18. Determine Deliverables – one page at a time! • Revised Content: • 90% of the current content is correct • Simply needs to be refreshed for tone and SEO efforts • Very minimal communication with subject matter experts (SME) • Usually contains between 100 and 150 words of copy - takes about 1.5 hours per page • Expanded Content: • Communication with a few subject matter experts • Update out-of-date information • Add content to those areas of emphasis that are incomplete • Usually 150 and 300 additional words of copy – takes about 2-3 hours per page • Original Content: • More comprehensive communication with a number of subject matter experts • Define key messages and incorporate strategic goals and objectives • Usually contains between 250 and 450 words per page – takes about 4 hours per page

  19. Manage the Project • Assign a Project Coordinator, specifically for communications and timely work flow processing. • Establish specific milestones to be met to achieve launch deadline. • Meet regularly to ensure all project steps are on track and accounted for within the team assignments. • Use a project management system for ease of communications and timely response for edits and revisions, including SME review.

  20. Set Up Clear Communication Structure Status Guide: • Client Status 1 = Pending Interview • Client Status 2 = AT IMG • Client Status 3 = AT MKTG • Client Status 4 = AT SME • Client Status 5 = AT AVID • CLIENT APPROVED All project participants know where content pages are in the process…communications through one project management system.

  21. Jump in the Deep End! • For strategic web content: • Define key messages • Assess current content by system and service line sub-specialization • Determine missing content based on web best practices • Identify expanded content for inclusion – images and videos • Organize and prioritize content development based on organizational goals and objectives • Set up subject matter expert interviews

  22. Differentiating Factors • What sets University Hospitals apart from • competitors? Local, Regional? • What advanced treatment options do you offer? What are the benefits of this advanced care? How do advanced treatment options improve recovery time? Outcomes? • What are some of the more complex cases that have been treated? • What are the specific benefits of coming to University Hospitals for cardiovascular care? • What percentages of surgeries are minimally invasive? Computer assisted? • What special training or credentials do physicians or team members have?

  23. Innovations • Are physicians pioneering any type of innovative treatment? What are the benefits to the consumer? How does this innovative treatment improve outcomes? • What type of clinical research are you and your team involved in? How does specific clinical research translate to patient care? • Are new or innovative materials available for use? What are the benefits to these new materials? Are physicians from University Hospitals involved in the development of these new materials?

  24. Patient Care • Do patients receive an individualized treatment plan? What might such plan include? Who is on the patient care team? • What are the benefits of more advanced cardiovascular care as compared to other therapies? • How long do specific treatments last? • How is pain managed with specific cardiovascular conditions? • How soon can the patient get up, walk, and be active after specific cardiovascular treatments? • How is rehab different or better than competition? Does the rehab staff have additional training or credentials for cardiac rehab?

  25. Referral Information • What information would you like to include for referring physicians? • What type of referral system do you have in place? Is access an issue? • Do you have a specific physician referral department or contact information? • Do you have CME information that you would like to include on the website? Grand rounds? • Would you like to include any academic or published achievements from physicians at University Hospitals? Journals? Books?

  26. Content Examples

  27. Along the Way…Confirm Strategic Focus with Data Understand web traffic and communicate ROI to key stakeholders for internal project support…hit some quick home runs!

  28. Questions? Thank You!Meredith RoseDirector of Content ServicesAVID Design, Inc.meredith@aviddesign.com770-248-1752 x 515

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