1. The Power of Empathy in
Healthcare Content
Ahava Leibtag
President
Aha Media Group
@ahavaL
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2. @ahavaL #HxRconf
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3. Deep Sea Oil Rigging
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4. Jack Up Rig
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5. Bottom-Setting Platform
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7. Production Casing
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8. Oil Shale
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9. @ahavaL
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10. @ahavaL
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11. @ahavaL
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12. Today
1. What is empathy?
2. Content is a conversation
3. Are we giving patients the
conversations they want?
4. How to create empathetic
healthcare content
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13. What is Empathy?
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14. The ability to understand and
share the feelings of another.
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15. @ahavaL
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16. @ahavaL
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17. @ahavaL
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18. @ahavaL
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19. @ahavaL
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20. @ahavaL
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21. @ahavaL
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22. Content is a conversation.
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23. To whom are we
talking? à
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24. To whom are we
talking? à
Who are our
customers?
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25. Who are we? à
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26. Who are we? à
Who is our brand?
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27. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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28. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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29. Email
Addresses/Contacts
Engaged
Prospect
&
Recycled
Lead
Sales
Lead
Opport
unity
Custo
mer
Sales Funnel
Marke=ng
Sales
Nurturing
Database
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30. @ahavaL
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31. Complexities of Healthcare
Content
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
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32. Intimate
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33. Politically Sensitive
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34. Opaque
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35. Dangerous
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36. Requires Definition
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37. @ahavaL
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38. I don’t know what to say.
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39. @ahavaL
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40. What would you want to hear?
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41. MULTIDISCIPLINARY
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42. COMPLEX
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43. ADVANCED
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44. STATE-OF-THE-ART
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45. WORLD-
CLASS
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46. @ahavaL
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47. Are we giving patients the
conversations they want?
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48. CHALLENGE:
TOP 50 CANCER WEBSITES
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49. 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-­‐KeQering
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
MassachuseQs
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
Bap=st
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
Ins=tute
17
Thomas
Jefferson
University
Hospital
42
UC
San
Diego
Medical
Center
18
Duke
University
Medical
Center
43
University
of
North
Carolina
Hospitals
19
MoffiQ
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
PiQsburgh
Medical
Center
50
Beth
Israel
Deaconess
Medical
Center
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50. ADVANCED
43
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51. RANKED BY
U.S.NEWS & WORLD REPORT
21
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52. COMPASSIONATE
17
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53. MULTIDISCIPLINARY
14
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54. WORLD-CLASS
9
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55. CUTTING-EDGE
5
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56. PATIENT-FOCUSED
1
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57. CHALLENGE:
WHAT DO PATIENTS REALLY
WANT?
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58. SURVEY
• Used survey monkey
• Sent out link through emails, Twitter,
Facebook and LinkedIn
• Survey was open for 6 weeks
• Closed survey at 200 respondents
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59. GENDER
66%
34%
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60. AGE
30%
34%
8%
6%
22%
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61. USAGE PATTERNS
95%
68%
91%
53%
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62. EDUCATION
6%
41%
54%
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63. EXPERIENCE
52%
48%
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64. @ahavaL
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65. WORDS
• World-class
• Advanced
• Multidisciplinary
• Cutting-edge
• Compassionate
• Patient-focused
• Ranked by U.S.News & World Report
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66. 21%
World-Class
9
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67. ADVANCED
43
26%
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68. MULTIDISCIPLINARY
14
28%
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69. CUTTING-EDGE
5
21%
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70. COMPASSIONATE
17
47%
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71. RANKED BY
U.S.NEWS & WORLD REPORT
21
43%
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72. PATIENT-FOCUSED
1
70%
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73. How do we ensure empathetic
user experiences?
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74. @ahavaL #HxRconf
Criteria
for Evaluating User Experience
A user-friendly experience is the result of:
• Effective navigation – Can users find what they’re looking for?
• Valuable content – Is the information useful and usable?
• Good presentation – Is it easy to quickly comprehend?
• Efficient interaction – Can they act on it effectively?
+
+
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75. And content?
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76. Business
Goals
User
Tasks
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77. Business
Goals
User
Tasks
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78. Business
Goals
User
Tasks
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79. WHY SHOULD WE BOTHER WITH
CONTENT?
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80. WHY SHOULD WE BOTHER WITH
GOOD CONTENT?
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81. 57%
43%
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82. 77%
23%
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83. PEOPLE ARE HUNGRY FOR
INFORMATION.
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84. 20%
40%
46%
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85. How do You
Create
Empathetic
Healthcare Content?
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86. #1:
Start with what your
audience wants to hear.
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87. #1:
Start with what your
audience wants to hear.
NOT what you want to say.
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88. Creating Empathetic Content
• Personas
• Customer Journey Maps
• Testing
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89. Personas
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90. @ahavaL
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91. @ahavaL
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92. Customer Journey Maps
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93. @ahavaL
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94. CONTENT AUDITS
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95. Google
Condi=on
Treatment
Service
Provider
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96. @ahavaL
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97. @ahavaL
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#FAIL
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98. Revised “Condition” pages
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99. Test
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100. Diabetes Page
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101. https://www.youtube.com/
watch?v=-3fW_zTNvFM
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102. Round 1: User Testing
How much weight do
you need to lose to
lower your risk of
diabetes?
17%
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103. @ahavaL
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104. @ahavaL
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105. Round 2: User Testing
How much weight do
you need to lose to
lower your risk of
diabetes?
63%
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106. https://www.youtube.com/
watch?v=iWhb09cS4sI
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107. Diabetes Pages: Before and After
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108. Testing
1. Usability Testing
2. Quality Audits
3. Paper Testing
4. Recall Testing
5. Focus Group Testing
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109. #2:
What makes you different?
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110. @ahavaL
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111. @ahavaL
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112. #3:
Are you willing to speak human?
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113. @ahavaL
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114. @ahavaL
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115. @ahavaL
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116. @ahavaL
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117. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahavaL
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THANK YOU!
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