“Systematic, objective, quantification of data, of real content analysis, can serve as a powerful tool in understanding media and potentially affecting changes to media content.” (BU MET HC560, Mod. 6) In my current role in corporate communication, I use one form of content analysis routinely for public relations agenda-setting, whether for a specific campaign, or company brand overall. Our team needs to understand what the media is focusing on and this informs how we message at that moment to increase visibility. We think about this every day, down to the minute, given the rate at which publishing moves. We use Twitter as an aggregate media source. We also use Salesforce Social Studio for sentiment analysis targeting keywords on social media platforms (Mention and Brandwatch are two other good platforms).  

This week I came across an article by STAT News Health Tech by Mohana Ravindranth titled, “For Doctors Drowning in Emails, One Health System’s New Strategy: Pay for Replies.”

One typical pay model in health care is known as fee-for-service (FFS). Ravindranth makes the argument for why email should be included as a billable service. I’m inclined to agree.

Two factors are contributing to the greater demand for patient care delivered through email communication. First, the collection, management, and user comfort level of digital health records through secure portals continue to improve and expand. Second, the COVID-19 pandemic shifted the delivery of care to more virtual and digital options.

Video can humanize doctors, treatments, and institutions unlike any other type of content. This is evident in a series of videos recently created by Inova Children’s called “Ask CL (Child Life).” Inova is a large, local hospital system in Northern Virginia, just outside Washington DC.

The pandemic led to people consuming even more content online and one of the most viewed video types in 2020 was explainer and how-to videos. Inova Children’s recognizes the power of the explainer video and created content around the recently FDA-approved pediatric covid vaccination.

I’m taking a course in CX Writing for Marketing Engagement with the UX Writers Collection. It’s a great self-paced class designed by a leading Content Developer for companies like Nordstrom, AT&T, Google and Facebook. This week’s lesson was on how to write for increased engagement. It included a video from Google’s I/O ‘17 presented by three women on the Google Content team. It’s definitely worth 30 minutes of your time if you’re in any type of content development, UX writing or product management role. My key take-away is that user-first UX writing must be:

A former client recently came back with an exciting new project: to help them refresh a 40+ year old brand in the travel and tourism industry. My answer was an immediate yes as I just love a fresh (re)start. The company name was well recognized in their industry, but as a new generation of leadership was coming in at the helm, it was time to breath some fresh thinking into the company’s brand identity.

I’m a podcast junkie. And my habit has only deepened as more and more companies begin to invest in content marketing and create their own podcast channels. Freakonomics Radio, Marketplace Tech, How I Built This, Make Me Smart, The Marketing Book Podcast, the list goes on. I listen to them on 1.5x speed and preferably with coffee in hand. I love to discover and sample niche marketing podcasts and one I’ve been geeking out on lately is by CopyBlogger. A recent episode about the importance of consistency in content creation provided some great take-aways.

Everywhere we turn right now, we encounter holiday marketing. TV ads during prime time promote the perfect gifts—from a new Lexus SUV wrapped in a bright red bow to the jingly, cozy family filling their living room with packages delivered from Walmart. Instagram sponsored ads lure us to finally purchase those blue velvet slippers we’ve been eyeing, and even podcasts tout gift with subscription purchases. Amongst all this I still love the classic holiday editorial of a gift guide. From the Sunday Times to The Today Show to top influencers, everyone has ideas for what you should get the husband, wife, kid, and dog in your life.

Airbnb is on to something that may just be the future of retail and how we can bridge the gap between traditional “brick and mortar” and e-commerce.