Transcript Citi Cards Balance Transfers Creative Guidance

Content Strategy: Lungsandyou.com
April 3, 2014
Content Strategy | Page 1
Current Content Quality
Content Strategy | Page 2
Current State Analysis: knowCOPD.com
General Observations
•
Summary content for the recently diagnosed is for the most part
useful and clearly presented.
•
The site fares less well supporting afflicted users and does not
provide information or access to resources that might make
managing the disease and staying healthy easier.
•
Despite the singular focus of the content on the website, there is
too much redundancy and repetition on different pages.
•
Some critical content (such as quit smoking) is low quality,
primarily because it is not detailed enough.
Content Strategy | Page 3
Current State Analysis: KnowYourCOPD
Content Quality varies across the current section site. Below
is an illustration of content quality per site section
•
Trouble Breathing?
(add specific numbers)
•
Just Diagnosed?
(add specific numbers)
•
Living With?
(add specific numbers)
Content Strategy | Page 4
Current State Analysis: KnowYourCOPD
Tertiary Content Quality
Some of the site’s most critical content
is linked to via the footer; However,
some of this content is also of low
quality, and its position may make it
difficult for users to locate and relocate.
High
Medium
Low
Content Strategy | Page 5
Current State Analysis: KnowYourCOPD
Reasons for Low/Medium Content Quality
Reasons for suboptimal content quality include lack of sufficient
detail to be meaningful to users; lack of relevance in a specific
context; and redundancy. Most content is tonally appropriate and
clear.
Lack of Detail
Lack of Opportunities
for Engagement
Relevance
Clarity
Tone
Redundancy
Content Strategy | Page 6
Content Coverage and Gap
Analysis
Content Strategy | Page 7
Strategic Goals of New Site
• Lungsandyou.com can not be the resource that users go to
again and again to understand everything about COPD.
• However, it can be a practically focused guide that orients,
educates, and supports them at various points in their
experience with COPD.
• Informative and supportive content may be added to the sites
that address user needs that are currently unmet, but that have
a direct bearing on quality of life.
• The overall tone of the site can be reworked to be friendly,
supportive, and uplifting, to help users sustain a positive attitude,
which is an important factor in treatment.
Content Strategy | Page 8
Current State Analysis: KnowYourCOPD
•
•
We have chosen to analyze content according to type of broad user
need it is intended to address: Learn About COPD, Cope with COPD, or
Take Action (Do)
As depicted in the diagram below, content for the current site is
primarily oriented to learning about COPD. Significantly less
information is available about coping with it.
KnowCOPD content
learn
cope
do
other
Content Strategy | Page 9
User Considerations
•
Critical gaps exist in the patient’s ability to understand and manage their disease, and
thereby effect change. Additional information and support should be provided by the site
to help bridge this gap.
User’s Desired Outcome
Diagnosis
Patient
Current State
Ideal Outcome
QOL Negatively
Impacted
High QOL
Content/Knowledge Gap
To bridge the gap, users Require:
• Information about specific actions to take (exercise, maintenance therapy)
• Information about supporting organizations
• Information about how to get support from from others
• Emotional support leading to non-judgmental acceptance of condition
Content Strategy | Page 10
User Considerations
Additional User Groups Not Currently Served by KNOWCopd.com
Group
Needs
Caregivers
•
•
•
Links to resources
Content devoted to managing/coping
Practical advice for limiting exacerbations, stress
Women
•
•
Why COPD is sometimes misdiagnosed
Understanding of specific risks to women
Long-Term
Users
Living With
COPD
•
•
•
•
Specifics of oxygen therapy
Inspirational content
Information on measuring your own symptoms
Information on managing depression
Content Strategy | Page 11
Gap Analysis
• Learn content is most useful for providing basics about
COPD and diagnosis.
User Need
Content
Quality
User Need
Learn who is likely to get COPD
Learn about lung disease
Learn about COPD
Learn about lung disease tests
Learn about disease progression
Learn about programs to help
manage
Content
Quality
Learn whether I have COPD
Learn about treatment side effects
Learn about treatment options
Learn what physicians think
Learn why I’m having breathing
difficulties
Learn how to share with
friends/family
Content Strategy | Page 12
Gap Analysis
• Cope content is generally perfunctory or non-existent.
User Need
Content
Quality
User Need
Cope by establishing a support
network
Cope by recognizing and
managing stress
Cope with feelings of guilt and fear
Cope with depression and
anxiety
Cope by seeing hope for a positive
QOL
Content
Quality
Cope by learning how to
communicate effectively
Cope by understanding treatability
Cope by hearing from others
Cope by learning to recognize
exacerbations
Cope by learning to re-establish
identity
Cope by becoming part of a support
group
Content Strategy | Page 13
Gap Analysis
• Do content on the site succeeds at enabling the user to open a
dialog and work with their doctor. However, many more
additional resources and tactics could be offered/linked to.
User Need
Content
Quality
User Need
Discuss how I’m doing with my
doctor
Create a long-term plan to
manage COPD
Change lifestyle and environment
to minimize exacerbations
Change my diet to promote wellbeing
Get support and tools for quitting
smoking
Advocate for COPD Patients
Content
Quality
Find a doctor/facility
Get personalized information
Do things to promote emotional
balance
Take Medication on Schedule
Maintain cardiovascular health
Content Strategy | Page 14
Future State
Content Strategy | Page 15
Future State Observations
•
Site will include content devoted to helping groups, including not
currently accomodated user groups, find information about how to
learn, cope, and do. (note that some of this content will also be used for
the lungsandyou.com site).
Learn
Cope
Do
Content Strategy | Page 16
Future State Observations: Learn
•
Much of the learn content from Knowcopd.com can be retained with
some minor re-tooling.
Content Element
What COPD Is and Isn’t
COPD Symptoms and Progression
Just Diagnosed?
COPD Essentials
Chronic bronchitis
Emphysema
Medications for COPD
Content Strategy | Page 17
Future State Observations: Learn
•
High priority learn content to be added includes details around the impact of
smoking, specifics of disease progression and treatment, and content for
women and caregivers
Need
Create/Link To
Animation about how lungs are
affected by smoking
Create
Animation or depiction of how lungs
may recover
Create
Factoids – Benefits of giving up
Create
Learn About Treatment Side Effects
Link to Treatment Types
brochures (COPD foundation)
Learn about risk factors unique to
women
Create
Learn about disease progression
Link to NIH/NHLB
Learn how to be a good caregiver
Createl
Source (if applicable)
http://www.copdfoundation.org/Learn-More/
Educational-Materials/Downloads.aspx
http://www.nhlbi.nih.gov/health/healthtopics/topics/copd/livingwith.html
Content Strategy | Page 18
Future State Observations: Learn
•
Medium priority learn content to be added includes specifics of testing
and symptom measurement, oxygen therapy, and the concept of
“controlled” COPD
Need
Create/Link To
Source (if applicable)
Learn about programs to help
manage COPD
Link to Learn more breathe
better
http://www.nhlbi.nih.gov/health/public/lung/copd
/our-partners/index.htm
Learn about lung disease tests and
symptom measurement
Link to NIH/NHLB
http://www.nhlbi.nih.gov/health/healthtopics/topics/copd/livingwith.html
Learn about how COPD may not be
controlled, even though you think it is
Create
Learn about stages of COPD
Link to COPD foundation
Embeddable content for other sites
such as information factoids
Create
Information about oxygen therapy
Link to COPD foundation
Page of resources links
Create
Caregiver resources links
Create
http://blog.copdfoundation.org/supplementaloxygen-taking-the-first-steps/
Learn why COPD is sometimes
misdiagnosed in women
Content Strategy | Page 19
Future State Observations: Cope
•
As noted above, much of the exsting cope content is cursory and should be
supplanted or removed. However, one content area could be retained with
minor revisions.
Content
Living with COPD?
Content Strategy | Page 20
Future State Observations: Cope
•
High priority cope content to add should include KOL material about COPD
and smoking cessation and hearing how others have successfully managed
their disease
Need
Create/Link to
Source (if appropriate)
Cope by hearing from others
Link to ALA Better Breathers page
or Community page at My Fighting
for Air
http://www.lung.org/lungdisease/copd/living-with-copd/get-socialsupport.html
Link to social content
http://www.lung.org/lungdisease/copd/living-with-copd/my-ffacommunity.html
Cope by learning to communicate
effectively
Create
Cope by hearing what doctors have to
say (KOL content)
Create (3rd party KOL)
Testimonials (initially text/imagery)
Create
Cope by understanding nicotine
addiction
Create (3rd party KOL?)
Content Strategy | Page 21
Future State Observations: Cope
•
Medium-priority cope content should be inspiration and provide users with tools to
help manage their emotional state
Need
Create/Link To
Cope by learning to re-establish
identity
Create
Inspirational quotes
Source (if applicable)
http://www.lung.org/assets/documents/publicat
ions/lung-disease-data/rise-of-copd-in-womenfull.pdf
Cope with depression and anxiety
Create and link to COPD
coping page at COPD
foundation
Cope by managing stress
Create
Cope by seeing hope for postive QOL
Link to faces of COPD videos
at COPD foundation
Cope by understanding how women
are affected by COPD
Create
Cope by knowing your limits as a
caregiver
Create
http://www.copdfoundation.org/What-isCOPD/Living-with-COPD/Coping-withCOPD.aspx
http://www.copdfoundation.org/LearnMore/Media-Galleries/COPD-FoundationVideos/currentpage/2.aspx
Content Strategy | Page 22
Future State Observations: Do
•
Content around driving users to self evaluate and discuss with their doctor
should be retained (although content arisiing out of screener should be
made more detailed).
Content Element
Screener (re-worked)
Doctor discussion guides (reworked)
Make a management plan
Content Strategy | Page 23
Future State Observations: Do
•
High-priority do content to be added is focused around specific tools for
smoking cessation and health management, as well as payment
assistance information
Need
Create/Link To
Create a detailed long-term
plan to manage COPD
Create
Maintain cardiovascular health
Create and link to COPD
foundation brochure
Get support and tools to quit
smoking
Create and link to freedom
from smoking online (among
other sites)
Support and tools for nonsmokers
Create
Do what I can to monitor my
own symptoms
Create
Get payment help
Link to BI Patient Assistance
Program
Source (if applicable)
www.ffsonline.org (and others)
http://us.boehringeringelheim.com/our_responsibil
ity/patients-families.html
Content Strategy | Page 24
Future State Observations: Do
•
Medium priority do content to be added includes a variety of tools that
can help make a patient’s life easier.
Need
Create/Link To
Source (if applicable)
Find a doctor/facility
Link to AMA doctor finder (or
medicare database)
https://apps.amaassn.org/doctorfinder/
Advocate for COPD patients
Link to COPD Coalition
COPD-coalition.org
Change my diet to promote
well-being
Create and Link to COPD
foundation brochure
Practical Tips
Create
Provide apps to help improve
QOL
Link to
(links to come)
Content Strategy | Page 25