Transcript Slides - Web Strategies for Health Communication

Content
Lisa Gualtieri, PhD, ScM, Course Director
Tufts University School of Medicine
July 18, 2012
1
Where we are
Design
Existing digital
strategy
Goals
Personas
Content
SWOT
Competitive
analysis
Technology
Evaluation
New digital
strategy
2
Why do you want to
consider other
approaches?
3
Content
• Everything is content: labels, menus, etc.
• Content should be created/edited for target users
– Text: language, literacy level, author and date (especially
with popularity of user-generated content)
– Appropriately professional: grammar, spelling,
acronyms, voice, use of links
– Images/media: creation, selection, and use
– Cohesive and clear layout and branding including name
and tagline
– Consistent between “products” as appropriate
– Easy to locate within site and on web
4
How people use content on the web
• Web users
– Skim and scan
– Read summaries
– Age differences
– Screen size
• Browse and search
– Minimal penalty to guessing wrong
• Use of “back” button
• Impact of load time
5
How people read online
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7
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9
Good web text
•
•
•
•
Is like a conversation
Is written for scanability
Answers user’s questions
Lets user get what they want
– Stay/return if good user experience
• How does social media fit in?
• How does mobile fit in?
10
Branding and graphics
• So much for writing
– Let people read as little as possible
• Remember the role of advertising
11
Taglines
12
When is redesign
warranted?
3/09 & 7/10
13
Visual content
• Imagery can be very
powerful
• It needs to be appropriate
and convey the right
message
14
Visual
content to
entice
15
Stories
16
User-generated content: 20% of e-patients
have done at least 1 of following activities
• 6% of e-patients have tagged or categorized online content about
health or medical issues. E-patients ages 30-64 are more likely
than older and younger e-patients to have tagged health content.
• 6% of e-patients have posted comments, queries, or information
about health or medical matters in an online discussion, listserv,
or other online group forum.
• 5% of e-patients have posted comments about health on a blog.
• 5% of e-patients have posted a review online of a doctor.
• 4% of e-patients have posted a review online of a hospital. Epatients ages 18-29 are more likely than older e-patients to have
posted a hospital review.
• 4% have shared photos, videos or audio files online about health
or medical issues.