Developing a Lycra® Content Strategy at Seattle Children’s Hospital

Developing a Lycra® Content Strategy at Seattle Children’s Hospital

Ahava LeibtagPresident

Aha Media Group

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Our Team• Elizabeth Austen, Seattle Children’s• Jill Richmond, Seattle Children’s• Margo Whisler, Seattle Children’s• Talia Eisen, Aha Media• Ahava Leibtag, Aha Media

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Seattle Children’s Hospital

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FOCUS PROGRAMS PROJECT

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Focus Programs• Cancer and Blood Disorders Center• Craniofacial Center• Gastroenterology and Hepatology• Heart Center• Neonatology• Neurosurgery• Orthopedics and Sports Medicine• Pediatric Surgery (includes Reconstructive Pelvic Medicine)• Psychiatry & Behavioral Medicine and Autism Center• Transplant Center

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The Goal

Create a content strategy that would work for all of the focus programs.  

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Challenge #1How to communicate the concept

and value of multidisciplinary?The multidisciplinary nature of our

work and why its beneficial to patients and families sometimes gets lost

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Challenge #2What does pediatric really mean

and why does it matter?How can we emphasize the importance

of a pediatric hospital and research institute?

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Challenge #3Too wordy and not patient-focused

Key messages are getting lost in too much text that were not speaking to

the end-user

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Challenge #4Lack of Clear Direction

Current content lacks clarity around how you get an appointment(do you need a referral, can you just come?)

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Challenge #5Swimming in Data

How do we use all this data to create a coherent, relevant content strategy?

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What type of content strategist are you?

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OUR APPROACH

Establish

Content

Governan

ce

Content Analysis

Content Creatio

n

Establishing workflows

• Persona Development

• Messaging Architecture

• Identity Pillar Identification

Conten

t Planning

Build

busines

s case

Content

Auditing

Discovery

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Content is a conversation.

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Content Strategy: Two Parts

External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you

say it?

Internal Workflow

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External MessagingExternal Messaging Questions• To whom are you

speaking? • Who are you? • What are you trying to

say? • How do you say it? • When and where do you

say it?

Content Strategy Tools• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

• Editorial Calendar

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Who will do all this work?

Requesters

Providers

Creators

Reviewers

Approvers

Publishers

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What are the business objectives?

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Lycra® Content Strategy: GoalsHow do we:1. Design and create a content strategy for 10 different

specialties (focus programs)focused on the end-user?2. Create a consistent information architecture so we

don’t have to keep designing templates?3. Make sure we are consistent in overall messaging?4. Plan for and measure KPIs (Key Performance

Indicators) to evaluate and tune content strategy implementation?

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RESEARCH

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Discovery1. Content Auditing2. Stakeholder Interviews3. Analysis

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Content Audits

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Stakeholder Interviews• Interviewed 12 key stakeholders over

the course of 11 days• Used key points to measure how they

felt web pages were performing • Had to stay consistent in the

interviews

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DATA

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Data Included– Surveys of Parents and Referring Physicians– Marketing Dashboards– Facebook Surveys– Audience Research before an appointment– Focus Program Trackers– Strategic Planning Dashboards– Prospective Patient Reports

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Data will tell you a story.

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You have to be patient. And listen.

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Choosing a specialist?Primary ConcernsFACTORS [Choosing a specialist] SCORE

Insurance 91%

Seriousness 89%

Reputation 87%

Referral from PCP/Pediatrician 85%

Access 79%

Possible out of pocket expenses 74%

Actual Situation (IBD)FACTORS [Primed for a certain situation] SCORE

Special training or expertise in disease

90%

Outcomes (Success of the specialist)

86%

Research 61%

Number of patients treated 61%

Recommendations from other patients/families

57%

Recommendations from family/friends

48%

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WHAT WE LEARNED FROM DISCOVERY

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Finding #1Providers are a Main Focus

For every focus program, at least a quarter of the traffic goes straight to

content about program team members/providers. This means who is treating is my child is top of mind for

every focus program.

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Diagnosis: The Teams Matter

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Finding #2Certain Content is IgnoredPress releases and media are

completely ignored and clutter the pages.

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Treatment: Kill the Press Release

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Finding #3Customer Journey Challenge

Patients are going to conditions pages, which means they are bypassing our services.

This means their questions are not being answered because the conditions aren’t

always funneling them directly to the treatments.

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#FAIL

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Diagnosis: Reassess the pages on the customer journey

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Finding #4Strategic Thinking

It’s a challenge for internal stakeholders to think about the

content creation and management process strategically

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Treatment: Create structured meetings around content development

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Finding #5Texture

Stakeholders wanted more texture—the content should reveal something visually and emotionally about the

process.

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Treatment: Use stories and different content formats more effectively

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What are the business objectives?

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PROCESS: WORKSHOPS

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5-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone• Editorial Calendar

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#1Personas =

To whom are we speaking?

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Questions?• About the Doctors: “How long has the specialist been practicing this specialty?”,

“That the specialist would be too narrow in his/her scope of practice and not be able to see my child as a whole”, “Pediatric vs. general specialist?”

• Condition/Diagnosis: “I would want proof in my face stating that my child is sick.”• Testing: “Should my child have food or drink restrictions before the appointment to

ensure accuracy of test results?”, “What tests will be performed and how best do I prepare my child for what might take place?”

• Cost: “And last, but certainly not least…I would be concerned about the cost of the specialist.”

• Preparation: “What will I need to bring with me or for my child?”• Appointment: “How long will the appointment take?”, “Whether I will be able to be

with my child the entire time?”, “Are siblings welcome, feeding, changing options?”• Emotional: “How do we need to prepare the child emotionally for the appointment?”

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What are the business objectives?

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#2Identity Pillars =

Who are we?

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Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that

perception?

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP AFFORDABLE

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#3Messaging Architecture= What are we trying to say?

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Messaging Architecture• How do our identity pillars map from

a business and patient/family perspective?

• How are we representing those ideas?

• What are our messages that reinforce the identity pillars?

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLE

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program

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What are the business objectives?

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLE35 You can find the products you

want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program

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Creating the Information Architecture

• Is every question getting answered?• What do the outliers want that we

don’t have represented in this current IA?

• How much can the template flex?

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What are the business objectives?

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Gap Analysis to Doublecheck

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GI/Hepatology : Before

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http://www.seattlechildrens.org/clinics-programs/gastroenterology-hepatology/

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GI/Hepatology: New

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Side by Side

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Revised “Condition” pages

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FINDINGS

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Positive Externalities• Efficiency gains in editorial training and

management• Reduced future web development costs• Replacing banners with identity pillars

allows for timely updates, when needed

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More Positive Externalities

• KPI measurement becoming part of department culture

• Identity pillars being applied to other channels such as social media, print and internal communications

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Questions?Ahava LeibtagAha Media Group, [email protected]

@ahavaL @ ahavaleibtag

THANK YOU!