I spoke with HealthLeaders Media about ways to create more engaging health content.
The “build-it-and-they-will-come” approach just doesn’t work. Hospital marketers must create purposeful content in order to truly connect with consumers and, ultimately, drive them to change their behavior.
Written with Nikki Kerber for the February 2016 issue of UXPA Magazine
The most common mistake by organizations designing a website, app, or other digital product is breaking the number one rule of human-centered design: put content where users are most likely to look for it. Instead, mission-driven organizations, in particular, such as government agencies and nonprofits, muddle the execution of their design as they struggle to promote their message and meet the needs of stakeholders. Continue reading “Meeting Your Mission: A User-Centered Approach to Content Strategy”
Sidebar for article published in February 2016 issue of UXPA Magazine
Many organizations serve broad audiences that are challenging to segment using traditional demographics and personas. For example, The National Heart, Lung, and Blood Institute (NHLBI), part of the National Institutes of Health (NIH), addresses topics of interest to everyone from health consumers to health professionals to scientists. Continue reading “NHLBI Audience Profile Case Study: Defining Your Audience When Your Audience is Everyone”