THE PROCESS.

In an effort to define the content strategy and editorial voice for all content to create consistency and harmony of the Outcome Health content platform, we began with conducting user interviews by interviewing real patients across a variety of conditions, their caregivers, healthcare professionals, as well as life science and lifestyle marketers. We learned that doctors want education for patients, but patients also want to be entertained and engaged. The point of care is a very unique setting, and it takes the right mix of programming to keep patients engaged. We defined this 8 segment content eco-system to provide that mix, and began researching vendors to help fill in the library. We researched, negotiated and on-boarded new content vendors like Headspace, Fatherly, TED Education, and VeryWell. This balanced and relevant mix of content provided content partners that Outcome Health can pride themselves on and helps differentiate them from their competitors. We also created exclusive content to fill gaps that external vendors couldn’t satisfy.

One of those gaps was real patient stories. At the point of care, patients are minutes away from seeing their doctor, and sometimes the need the perspective of another patient that experienced a similar condition and potentially a similar healthcare journey.

authentic stories from real patients

The Exam Room Wallboard’s passive mode displayed static slides to help educate patients after the waiting room. We created a new standard for these posters by adapting long-form editorial from relevant health publications into engaging slides with quick impactful headlines, necessary supporting copy and appropriate calls-to-action. We leveraged Outcome Health branding to create a unique, consistent and a visually stunning look and feel.

a new tone and style for wallboard education

The point of care is a tricky space to create content to appeal to its broad audience, but with health endemic education it’s important that not only parents understand the content, but also their children, as pediatric offices and primary care offices made up a large majority of Outcome Health offices. The below video is an example of taking a dry topic like explaining the immune system and turning it into an approachable and interesting animation.

informative Health education can be entertaining

THE feedback.

After launching Outcome Health’s new content strategy, they received positive feedback in live conferences, communications from potential and existing life science and lifestyle advertisers. We followed up our new strategy by sending a survey to provide their sentiment on this new content. The results were positive and Outcome Health had a good base for defining their library moving forward. Also, the defined look and feel for Outcome Health original content provided a new framework for creating content in-house moving forward.