Generally, the “writing” formula I use is, tell them:

1. what you do for them
2. proof you do it better than the next guy
3. what does it cost (in time, pain and money)
4. what they should do next

That keeps it pretty simple.

There’s one more thing to keep in mind in regards to how hard do you need to try to write savvy copy … health care is often a service people “need” as opposed to “want.” That makes a big difference to the writing approach. If people “need” your services you’re competing with other hospitals as to where they should go. If people don’t “need” what you have to offer, then “doing nothing” is your primary competitor, in which case, you need to work harder to get the prospect to act.

Finally, “predictability” is a felon when it comes to writing health care copy. If your reader is reading the same old predictable copy as the next hospital, then yeah … your copy isn’t going to do much for you. You have to work to write original, meaningful copy.

I could a long time on this subject … so, final comment: I still believe in “content is king.”

I think these areas tend to be extremely superficial because they’re services that are either inherent to the hospital experience (like nutrition) or are spare-of-the-moment (like hospice). These areas tend to lack a lot of content, and it doesn’t seem like anyone has contacted us with the need for more. Perhaps they’re more valuable than I’ve given it, but I’d like to see if our patients who came here through Web referrals even looked at those services as possibilities (by the number of hits these services get, I’d assume they don’t).

http://www.alistapart.com/articles/revivinganorexicwebwriting

Thomas et al: in addition to original content that supports your unique service strengths, do you produce any material that communicates other distinct elements of your organization’s personality and culture? I ask because we offer a diverse range of patient support services that merit a web presence—everything from palliative care and specific types of counseling, to non-denominational spiritual services at one hospital in our network. These are more indirect medical services, but represent great [prospective] patient value in that they communicate our broad care philosophy.

Also, we were asked to develop a more comprehensive nursing web site for one hospital, given its particular mission to emphasize nursing excellence, leadership and education, and to serve as a recruiting tool.

These examples offer opportunities for interesting writing tasks that can possess both strategic and user value.

1. Main page. Obviously original.
2. Service lines page. Just a list, generally, not much here.
3. Individual service line. Original: overview, accolades, general statistics (if any), quick summary of popular or distinguished treatments, contact info.
4. Individual treatment pages. Original. Very detailed information about the diagnoses, treatments, procedures, statistics, accolades, pictures (if applicable), support group info, contact information.

So where’s the third party content? It’s in the sidebars or occasionally through the text (especially in the detailed information about d/t/p) on the individual treatment page. It’s not taking an odd, overbearing role; it’s in a support role for your original content, as it should be. That way you’re telling your visitor about your hospital and the services you offer, and also giving them the necessary additional information if they need/want a bit more.

Goes exactly with what you guys have said.

I feel that there is great value in good original writing on a healthcare organization’s website but you have to be very selective about where you put it. Resources, as always, are limited and time is finite.

While a user recently diagnosed with taeniasis might just want the facts, someone reading an article about healthy new recipes or fun ways to get out and enjoy the Fall weather might linger a little longer and appreciate a clever turn of phrase.

You said: “To my mind, third party content plays a supporting role to my web team’s primary effort: strategically communicating our health services.” And I couldn’t agree more.

- Lots of bullet points
- Breaks in copy
- Functional copy: who to contact and how

But now, I’m not so sure. Like a pendulum, I’m swaying back to “good writing is good writing.”

I think as the content becomes more specialized, it can become more detailed and thorough. If I’m the only person in the world converting pick-up trucks so they can also be boats in the water, I think I can afford to offer more than contact information. I can write at length as to how I do it, how long it takes, what to expect, how much it will cost, how cool it is.

Translating that to healthcare is tough. I have to ask of ourselves: what makes us special?