The document summarizes a presentation by two content strategists on how to develop content strategies for healthcare organizations. It outlines the challenges of healthcare content like complex information and diverse audiences. It then describes the key steps in a content strategy: discovering the organizational mission and audiences, analyzing existing content, defining voice and tone guidelines, creating prototype content, and ensuring proper metadata. The presentation concludes by addressing common questions around when to create vs. use external content, measuring readership, determining optimal length, and maintaining compliance.

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PREPARED BY
HOW DO WE TALK ABOUT
HEALTHCARE?
@MARSINTHESTARS
@XACERB8
April 5, 2016
HxRefactored
Marli Mesibov, Director of Content Strategy
Dana Ortégon, Senior Content Strategist
Mad*Pow

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Content Strategists at Mad*Pow
Marli Mesibov
Director of Content Strategy
Dana Ortégon
Senior Content Strategist

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Agenda
1. Why does content strategy
matter?
2. How do we do it?
3. The Main Event: Q&A

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Why does content strategy matter?
Design without content is just
decoration
Content without strategy is just
empty words

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To quote GatherContent:

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But healthcare content is hard!
• People don’t trust the organization or its
online content
• Health information is naturally complex and
difficult to simplify
• There are myriad audiences to account for
and connect with
• The consequences for misunderstandings in
healthcare are severe

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HOW DOES CONTENT
STRATEGY WORK FOR
HEALTHCARE

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Discover: Identify the organizational mission

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Discover: Learn about the audience(s)

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Synthesize: Analyze all existing content

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Synthesize: Create voice and tone guidelines

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Generate: Write, design, or video proto-content

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Generate: Don’t forget the metadata!

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QUESTIONS?

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COMMON QUESTIONS

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Common Questions
When should we create our own content, vs.
using preexisting content from outside sources?

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Common Questions
Do people ever read this stuff?

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Common Questions
How long should it be?

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YOUR TURN!

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Common Questions
How successful are online wellness programs?

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Common Questions
How do we know what metadata to use on our
site?

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Common Questions
How do we make sure we’re HIPAA compliant
when building an app or interactive site?

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Common Questions
Are there any general best practices for writing?

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Common Questions
How do we know if we have the right content or
right tone of voice?

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Common Questions
How do you write authoritatively about content
you know nothing about?

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Common Questions
How do you separate individual “voices” from the
brand voice?

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Thank you!