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Developing Successful Patient Education for Digital Platforms in Healthcare
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Transcript of Developing Successful Patient Education for Digital Platforms in Healthcare
Developing Successful Patient Education for
Digital Platforms in Healthcare
Wednesday, September 21, 2011 / 1:45 – 2:15PM
Presenter
Philip M. CohenPRESIDENT/CEO
CARE MEDIA HOLDINGS CORP.
____________________________________________________________
Learning Objectives____________________________________________________________
1. Be clear about your goals in order to build a
cohesive and effective content strategy.
2. Establish the story you want to tell/your
messaging. Select an expert content partner
with proven experience.
3. Ensure that content is relevant to the
environment and create a meaningful
connection that appeals to their specific
needs.
4. Test. Prove your audience and network value
through third-party research data.
Advertisers are buying results.
Average Wait Time____________________________________________________________
The average wait to
see the doctor is
22 minutes*
* Source: 2009 report by Press Ganey Associates.
____________________________________________________________
Dwell time is opportunity to…
Deliver highly targeted messaging…
Dwell Time is Opportunity
Goals for Digital Signage____________________________________________________________
Patient/Visitor/ Staff Communication
Reduce perceived wait times
Inform & educate
Value of Digital Signage____________________________________________________________
Impacts total patient experience
Ultra-targeted messaging – right
time to the right person
Decreases perceived wait time
Motivates and impacts an action
/ behavior
Research proves people pay
attention and respond/recall at
increased levels
Why Content is Important____________________________________________________________
Content creates media
experiences across all
screens: online, TV, mobile and
digital-out-of home.
Targeted content can
deliver messaging with
impact and impel an
audience to take a desired action
Good content builds audience
engagement.
Critical Success Factor ____________________________________________________________
You are in the business of delivering a message…
What is your objective?
Delivering Relevance____________________________________________________________
Create a meaningful connection with your audience through
messaging that is relevant to their situation … a hospital cafeteria
vs. outpatient waiting area vs. doctor’s waiting room, etc.
Leverage captive dwell times with relevant content:
◦ Patient education
◦ Additional patient services
◦ Relieve patient anxiety
◦ Establish your practice as a trusted resource
◦ Encourage patients to refer their family and friends
◦ Special announcements
◦ Call to action
Playlist Development____________________________________________________________
The right Playlist will evolve out
of an in-depth understanding of
key factors:
◦ Dwell time
◦ Environment
◦ What the audience is doing
◦ Loop Time
Sample Play List____________________________________________________________
Source: KidCARE TV
Planning & Management ____________________________________________________________
Partner with the right Partners…
Content/Hardware/Software
Develop a targeted and sustainable
Content Strategy
Develop your “story” to respond to
audience needs, values, culture,
emotions
Keep message delivery fresh, relevant and
engaging
Test / Adjust / Refresh
Optimize
5 Key Takeaways____________________________________________________________
Have an objective/mission – know exactly what you want
out of your digital signage.
Create a plan that will offer long-term effectiveness and
scale-ability.
Content must be the first priority in the planning process.
Select experienced and trusted partners.
Build a sustainability model.
____________________________________________________________
Questions?
Contact____________________________________________________________
Philip M. Cohen
President / CEO
CARE MEDIA HOLDINGS CORP.
5625 W. Waters Avenue, Suite E
Tampa, FL. 33634
(813) 888-7330
www.caremediatv.com