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

Developing a
Lycra® Content Strategy at
Seattle Children’s Hospital
Ahava Leibtag
President
Aha Media Group

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
@ahavaL #confabMN

@ahavaL #confabMN
@ahavaL #confabMN

Seattle Children’s Hospital
@ahavaL #confabMN

FOCUS PROGRAMS PROJECT
@ahavaL #confabMN

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
@ahavaL #confabMN

The Goal
Create a content strategy that would
work for all of the focus programs.
@ahavaL #confabMN

Challenge #1
How 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
@ahavaL #confabMN

Challenge #2
What does pediatric really mean and
why does it matter?
How can we emphasize the importance
of a pediatric hospital and research
institute?
@ahavaL #confabMN

Challenge #3
Too wordy and not patient-focused
Key messages are getting lost in too
much text that were not speaking to the
end-user
@ahavaL #confabMN

Challenge #4
Lack of Clear Direction
Current content lacks clarity around
how you get an appointment(do you
need a referral, can you just come?)
@ahavaL #confabMN

Challenge #5
Swimming in Data
How do we use all this data to create a
coherent, relevant content strategy?
@ahavaL #confabMN

What type of content strategist
are you?
@ahavaL #confabMN

OUR APPROACH
@ahavaL #confabMN
Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Content
Planning
•Persona
Development
•Messaging
Architecture
•Identity Pillar
Identification
Build
business
case
Content
Auditing
Discovery

Content is a conversation.
@ahavaL #confabMN

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
@ahavaL #confabMN

External Messaging
External 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
@ahavaL #confabMN

Who will do all this work?
@ahavaL #confabMN
Requesters
Providers
Creators
Reviewers
Approvers
Publishers

What are the business
objectives?
@ahavaL #confabMN

Lycra® Content Strategy: Goals
How 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?
@ahavaL #confabMN

Discovery
1. Content Auditing
2. Stakeholder Interviews
3. Analysis
@ahavaL #confabMN

Content Audits
@ahavaL #confabMN

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
@ahavaL #confabMN

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
@ahavaL #confabMN

Data will tell you a story.
@ahavaL #confabMN

You have to be patient.
And listen.
@ahavaL #confabMN

Choosing a specialist?
Primary Concerns
FACTORS [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%
@ahavaL #confabMN

WHAT WE LEARNED FROM
DISCOVERY
@ahavaL #confabMN

Finding #1
Providers 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.
@ahavaL #confabMN

Diagnosis:
The Teams Matter
@ahavaL #confabMN

Finding #2
Certain Content is Ignored
Press releases and media are
completely ignored and clutter the
pages.
@ahavaL #confabMN

Treatment:
Kill the Press Release
@ahavaL #confabMN

Finding #3
Customer 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.
@ahavaL #confabMN

Diagnosis:
Reassess the pages on the
customer journey
@ahavaL #confabMN

Finding #4
Strategic Thinking
It’s a challenge for internal stakeholders
to think about the content creation and
management process strategically
@ahavaL #confabMN

Treatment:
Create structured meetings
around content development
@ahavaL #confabMN

Finding #5
Texture
Stakeholders wanted more texture—the
content should reveal something visually
and emotionally about the process.
@ahavaL #confabMN

Treatment:
Use stories and different content
formats more effectively
@ahavaL #confabMN

PROCESS: WORKSHOPS
@ahavaL #confabMN

5-Step Methodology
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
@ahavaL #confabMN

#1
Personas =
To whom are we speaking?
@ahavaL #confabMN

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?”
@ahavaL #confabMN

#2
Identity Pillars =
Who are we?
@ahavaL #confabMN

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

Identity Pillars
Current Identity Pillars  Future Identity Pillars




@ahavaL #confabMN

Identity Pillars
CHEAP




@ahavaL #confabMN

Identity Pillars
CHEAP

AFFORDABLE



@ahavaL #confabMN

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

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?
@ahavaL #confabMN

Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP 
@ahavaL #confabMN

CHEAP  AFFORDABLE
@ahavaL #confabMN

You can find the products you
want, at the price you are looking
for.
@ahavaL #confabMN

You can find the products you
for.
• Our prices are consistently 20%
lower than other retail chains.
• Robust coupon program
@ahavaL #confabMN

35 You can find the products you
for.
• Our prices are consistently 20%
lower than other retail chains.
• Robust coupon program
@ahavaL #confabMN

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?
@ahavaL #confabMN

Gap Analysis to Doublecheck
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GI/Hepatology : Before
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http://www.seattlechildrens.org/
clinics-
programs/gastroenterology-
hepatology/
@ahavaL #confabMN

GI/Hepatology: New
@ahavaL #confabMN

Side by Side
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Revised “Condition” pages
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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
@ahavaL #confabMN

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
@ahavaL #confabMN

Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahavaL #confabMN
THANK YOU!

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

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