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Hospitals: Is your content putting your patients to sleep?
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  1. Hospitals: Is your content putting your patients to sleep? Ahava Leibtag Principal Aha Media Group, LLC 5 Rules for Avoiding BORING Hospital Content

  2. Who is coming to your website? Patients Family Members And… job applicants, potential employees and visitors to the hospital.

  3. Rule #1: What do patients REALLY care about?

  4. 4 Questions Patients Ask • What’s wrong with me? • Who is going to fix it? And how? • Who is going to pay for it?

  5. And #4: Is there free parking?

  6. Rule #2: Work from a position of strength, i.e. “Tell the truth”

  7. What does the truth look like? • We’re small, so you don’t feel like a number. • We’re big so we can take advantage of the latest research and technology. • We are in a suburban setting, so you get free parking and you don’t have to walk very far. • Our doctors are fellowship-trained, which means they’re the best.

  8. Rule #3: Create “What to Expect”, “step-by-step” Guides

  9. What to Expect Guides • What to expect on your day of surgery • What to expect the day of your mammogram • How should I prepare for a CT scan? • What should I bring to my first appointment? • For Patients and Visitors: Where you can find the ATM, cafeteria, etc? • Overnight stays: hotels near-by, tourist attractions, places to eat

  10. Rule #4: Don’t forget—content isn’t just text you’ve written

  11. Use social media, resources, patient testimonials to augment textual content

  12. And let’s not forget 1,000 words…

  13. Rule #5: Stop the blah, blahing around

  14. How do you stop the blah, blahing to avoid the blahs? • Take a good look at your analytics • See where your users are bouncing off • Cut through the crap and put stuff up there that really matters • And consider asking patients what they want: • In lobbies • Survey software • By talking to the administrative staff

  15. You MUST read this: http://www.health.gov/healthliteracyonline/

  16. Review • Ask yourself: Do my patient/friends/family members care about this content? • Tell the truth-who you REALLY are is important. • Create what to expect, step-by-step guides using photos, videos, text, slideshows. • Content is more than text so use it all. • Stop the blah blahing around and give your users the content they really want.

  17. Ask me questions Ahava Leibtag Principal, Aha Media Group, LLC 301-452-5331 ahava@ahamediagroup.com Twitter: ahavaL Blog: Online it ALL Matters