Content Creation Tips for Healthcare Marketers | AEM Community Blog Seeding

Content Creation Tips for Healthcare Marketers by Lysa Young-Bates

Abstract

In this blog series, we explore experience design for the patient and member journey.

Strategy to Improve Digital Experiences in Healthcare
Patient- and Member-Centered Content and Experience Design
A hallmark of poorly-considered healthcare content is the tendency to create definition-based pages in isolation of one another.

Before you write a word, make sure you understand a) the end goal, b) the various ways one might achieve that goal, and the c) specific audiences you’re working to affect.

RELATED: How to Better Understand Your Patients and Members

Strong content begins with the following considerations:

Motivation – Why are they here and what will prompt them to act?
Intent – What is the most likely next step?
Urgency – If the next step is inevitable, how quickly would this person want/need to act?
Readiness – If the next step is optional, what stage in the behavioral change process should the content reflect?
Emotional State – Which words will make them feel comforted, understood, etc.?

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Content Creation Tips for Healthcare Marketers

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