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Focusing Healthcare Content on Users & Benefits

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Focusing Healthcare Content on Users & Benefits


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Geonetric Clients


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About Geonetric Geonetric develops the VitalSite healthcare CMS and provides marketing services to hospitals, physician practices, clinics and health systems.


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Video Of This Webinar Watch the Video In this webinar, we’ll learn why the single most important thing you can do to improve your healthcare website is to create content that answers users’ questions while highlighting the benefits your services provide to prospects and current patients. Watch the webinar!


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Take Away – Web Writing for Healthcare Fill out the survey after the webinar to request your free copy!


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Focusing Healthcare Content on Users & Benefits


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Today’s Presenter Senior content strategist and writer at Geonetric Helps clients tell their stories through clear and memorable Web copy Ruthless editor driven to make messages strong 35 years experience writing for every medium imaginable Bachelor’s degree in radio-TV-film production, journalism and mass communication from Iowa State University


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Healthcare Content for Website Users Put yourself in the minds of your website visitors and patients Get past marketing-speak and provide helpful details Revise current website copy to emphasize the benefits users receive from your services, technology, staff, expertise Streamline content, get quickly to the point, and help users complete tasks Create strong calls to action that focus on users and benefits


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Typical Healthcare Website Content


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Typical Healthcare Website Content How did this happen? It’s natural and easy to talk about ourselves and our accomplishments It’s the standard approach to marketing and communication – “push” information out It’s much more challenging to empathize with of our users Besides …


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Social Media Changed Everything


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From “Push” to “Pull” Traditional marketing offers the illusion of message control “Push” organization’s message out to anyone who might intercept it Organization-centric: what we do and why we’re amazing EXAMPLE: Any typical healthcare website Social media creates waves “Pull” in only messages wanted by each person = consumer/customer in control Peer-to-peer sharing of perceptions and recommendations about organizations/services EXAMPLES: Yelp, Angie’s List, Twitter, Facebook, Foursquare, any ‘review’ site – which now also include reviews/recommendations about healthcare professionals


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Mobile & Responsive


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Rise of Mobile Devices & Responsive Design Requires a shift in approach to website content Deliver all content all the time on any device Single code base; single content repository Stop thinking of “pages” or “screens” No two devices render content the same way Consider content in context to create value Who are your users What are the top tasks they want to complete on your site When and where will they consume content What information is most important – from their perspective, from yours How do user and organizational top priorities mesh: messages, actions, tasks completed Saves development time Streamlines ongoing content governance and maintenance


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Shifting Content Priorities Meaning changes when content shifts placement on a “page” or “screen” Must re-think content and prioritize so users get most important and helpful items first/quickly Need to create better content, not necessarily more content Just because we can create/publish/file/archive doesn’t mean we should


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Web Writing for Users & Benefits


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Focus on Users & Benefits Helps content creators/writers Make content interesting, engaging, meaningful, helpful Let users quickly complete their top tasks Eliminate filler, fluff, marketing-speak Cut to the chase; get to the point Streamline messages Say only what needs to be said Use as many words as necessary but as few as possible Create effective calls to action Clearly identify next steps on each page/at every opportunity Make it easy to do business with your organization Provide – at minimum – a phone number and/or an email address everywhere


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Focus on Users & Benefits Helps entire website/marketing team and organization Identify top priority content Consider how content and design work together for optimal user experience Streamline content for best experience on desktop and mobile Make all content available all the time on all platforms and devices Eliminate ‘gatekeeper’ thinking and illusion of organizational message control Welcome peer-to-peer content-sharing among website users and prospects


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To Write for Users & Benefits, We Must… Put ourselves in the minds of our site visitors and patients Get past marketing-speak and provide helpful details Revise current website copy to emphasize the benefits users receive from our services Streamline content and quickly get to the point Create strong calls to action that focus on users and benefits


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Zen Mind, Beginner’s Mind


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Think Like a Beginner Put yourself in the minds of your website visitors and your patients Look at each website section and page of content as if you didn’t know anything about the topic Remember a time when you had to do something outside your comfort zone Run a marathon Talk to a plumber Make a speech Get your car repaired Find health care


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Feeling Anxious? Uncertain? That’s your starting point for taking on the mindset of Website visitors Current patients Prospective patients Family members or caregivers


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Next Steps? Identify: The ‘patient journey’ Steps in processes for specific services you offer or want to promote Information prospective patients need to know Actions prospects need to take Actions you want prospects to take Consider how user needs and actions can mesh with organizational goals


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Next Steps? Identify: The most common questions related to this process/service Ask your Call Center or Patient Support Team Write content to clearly describe best steps/actions – must operationalize your procedures Create direct calls to action at appropriate spots; don’t create FAQ pages or quick links list


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Next Steps? Avoid: FAQ pages How would users know if their questions are frequently asked? Revise related page content to incorporate important information Quick Link lists Ask your Call Center or Patient Support Team Write content to clearly describe best steps/actions – must operationalize your procedures Create direct calls to action at appropriate spots; don’t create FAQ pages or quick links list


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User-Focused Descriptions


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Clear Calls to Action


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Be Authentic, Specific, Helpful


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Peer-to-Peer Recommendation & Review Sites


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Social sharing apps let friends tell friends tell friends tell …


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BLAH BLAH BLAH


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Make friends with your dictionary and thesaurus


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Clearly describe what users get


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Clearly describe how users benefit


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Always help users take action immediately


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Shift from Features to Benefits


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Challenges of Writing for the Web No more big lists of features or text walls about services, institutes, centers, etc. Get out of your own head and empathize with others Translate organization goals into tasks users want to handle on your website Raise revenue = Pay a bill; Make a donation Increase volume = Find a doctor; Learn about a health condition; Choose medical services Engage more patients and community members = How I benefit from using your services; Volunteer Make it easy for users to get what they want from you – and they will help you reach your mutual goals


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Norwegian Cancer Society -old site-


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Norwegian Cancer Society -new site-


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Norwegian Cancer Society Outcomes: 70% increase in one-time donations 88% increase in monthly donors 164% increase in members 348% increase in incoming links, and 80% increase in site visitors


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Typically, it’s all about US … ABC Healthcare offers the latest in state-of-the-art technology and cutting-edge treatments. Our award-winning, board-certified, and fellowship-trained physicians and surgeons have years of experience in their specialties, which include: Gastroenterology Neurology and neurosurgery Oncology Cardiology and cardiovascular surgery Anesthesiology Emergency medicine Hematology Obstetrics and gynecology


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… when it needs to be about YOU


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Focus on Users & Benefits


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Get to the Point


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Streamline Your Content Remove extra words – including “please” and “welcome” Write clearly about the process or steps people must take to complete an action Streamline forms to request only the most basic information before allowing users to take the next step Offer a clear path from action to action Click from one page leads to the next step/next page Click from next page leads to next step


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Clear Paths to Action


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Strong Calls to Action


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User & Benefit Calls to Action Make verbs your friends; use them often, with clear intent and subtle flair Help site visitors quickly find what they need and complete their top tasks Shift away from writing about what the organization does Write to/for the “understood you” or the “me” who’s reading the page/screen


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User & Benefit Calls to Action


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Focus Web Content on Users & Benefits ‘What’s the point of being smart if nobody understands what you have to say?’ It’s far smarter to simplify your message and explain it in a way that’s accessible, while still maintaining nuance and accuracy, than to hoard information and grumble about how others just don’t understand – or worse, explain it in a convoluted way. “ ” -Yael Grauer, writer/Copyblogger contributor, quoting business coach Charlie Gilkey


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Focus Web Content on Users & Benefits Put yourself in the minds of your website visitors and patients Get past typical marketing communication style and provide helpful details Revise current website copy to emphasize the benefits users receive from your services, technology, staff, expertise Streamline content, quickly get to the point, and help users complete tasks Create strong calls to action that include benefits whenever possible


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Questions?


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Take Away – Web Writing for Healthcare Fill out the survey after the webinar to request your free copy!


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Content Guidance on Our GeoVoices Blog The Value of Content? PRICELESS! Website Content – Creating the Good Stuff Effortless Content? In Your Dreams. Top Tasks and the Paradox of Choice Measuring Your Content Investment Telling Your Whole Brand Story: System-Wide Approach to Web Content Structure Check the blog or ask your client advisor for links.


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Content + Marketing Specialists Content Strategy Content Development Marketing & Campaign Services WISH YOU HAD A CONTENT EXPERT ON YOUR TEAM? NOW YOU CAN! Let’s talk about Geonetric Content & Marketing Services


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