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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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