Unconventional Ideas for Hospital Content

I was thinking recently about a Bob Dylan line: “He not busy being born is busy dying.”

There’s a challenge in those words that resonates with me. If I look at my day, my week, my year – how much time do I spend “being born,” seeking out moments that are life-giving or transfomative? A few minutes here and there, if I’m honest. Recognizing that is important. Changing it is more important. (And much harder!)

I also started to think about what this quote means in the world of content. How many organizations are stuck in a “this is how we’ve always done things” workflow? Many of them. And the bigger the organization, the more likely they are to be stuck.

Throwing Away the Manual: New Ideas for Creating Content

So how do you find new life when it comes to content strategy and development for your hospital? Here are a few ideas to get the wheels turning:

  • Find the intersection between where you’ve been and where you’re going. There’s a gap between where your organization has been and where you hope to be in 5 or 10 years. (Or at least there should be!) How do you bridge that gap? For example, when launching a new program or initiative, look for ways to frame the announcement in the context of your organization’s bigger story. Being born means crafting messaging that is true to your identity while also casting a vision for what you will become.
  • Connect with your community. Every community is unique. I grew up in a city that called water fountains “bubblers” and held cardboard boat races every summer. What’s unique about your city or region, and how can you tap into that to connect with your audience? For example, consider how people talk in your region. What uniquely local words or phrases could you include in your messaging? As you emphasize your roots (even in subtle ways), you can foster a deeper connection with your community. Being born means humanizing your content to reach your audience where they are.
  • View competitors as inspiration. The content created by other players in your market can be a great jumping-off point for new ideas. But don’t fall into the trap of doing something because everyone else is doing it. Being born means leading by creating compelling content rather than following just to keep up.
  • Prioritize meaning over quantity and (gasp!) quality. Hear me out. The quality and quantity of your content matters – but neither is as important as creating meaningful interactions with people. Being born means creating content that views your audience primarily as humans rather than users, target demographics or personas.

Let’s put the rubber to the road. March is National Kidney Month. You may be planning the same press release or community event that you do every year. You may not be planning anything at all.

Think about what it would look like to create a marketing campaign for National Kidney Month that:

  • Is true to your identity and vision
  • Resonates with your local community
  • Is inspired and inspiring
  • Cultivates meaningful interaction

Ready to Get Busy Being Born?

One thing I’ve learned along the way is that sometimes you can’t even see what you need to do to “be born.” You may need an outside perspective to identify what needs to change. Our content audits can provide just that for your organization.

Or maybe you know what needs to change, but you need a team around you to pull it off. Contact us to see how we can help you bring your content vision to life.


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