Content Insights Blog

Jump Start Your Content Strategy for Healthcare

posted by Colleen Jones

Do you work for a healthcare organization? Are you going digital? If you’re not thinking about what the digital experience is like for your patients, your clinicians, and your other staff, you’re putting everyone at risk. And, you’re probably wasting time and money along the way. You would never build a facility without thinking about the needs of your patients, clinicians, and staff. Why build a website or application or kiosk or other digital system without planning their experience carefully?

What’s more, you’re missing opportunities. The possibilities for remote patient monitoring, personal health tracking, faster communication between doctor and patient, and much more have potential to reinvent healthcare in the best possible way.

If you’re thinking about how to improve or innovate the healthcare experience, then there’s a lot to consider. Where do you start? A good place is Healthcare Experience Design (HxD) next month. This conference made its unmistakable mark in 2012, and this year it will bring together a wide range of digital disciplines, thought leaders, and organizations to focus on one thing—improving the healthcare experience. If you care about making healthcare better, do not miss this event in Boston 3/25. I’ll be there.

While I’m there, I’ll shed light on how a better approach to content can improve the healthcare experience. Specifically, I’m  offering a unique workshop and a special presentation.



Getting strategic about content for your website or mobile application starts with analysis. Would a doctor prescribe a solution without first conducting a thorough exam? Of course not! In the same way, your organization can’t fix its content problems or make the most of its content opportunities without taking a close look at your content situation. In this workshop, you will learn

  • A framework for conducting content analysis.
  • Techniques for inventorying and auditing content, interviewing stakeholders, reviewing the competitive landscape, and finding out what users think and do.
  • Tips to avoid pitfalls such as analysis paralysis.
  • An approach to summarizing your analysis insights.

By the end of this workshop, you will be ready to conduct the right analysis—and to get strategic about content for healthcare.



Study after study shows trust is vitally important to people seeking health information or guidance on the web. But, what does that mean for your approach to content? How can your content help give people confidence to decide or act? It’s not as simple as you think. This session will give you

  • Insights from a research study of web content and credibility.
  • Principles and techniques to improve your web content.
  • Relevant examples in the health industry.

By the end of this session, you will have a firm understanding of content credibility and ideas to give your content more clout.

There isn’t much time left, so register for HxD 2013 soon

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