Tag: content marketing

Quiz: What Marketers Can Learn From Teachers

Quiz: What Marketers Can Learn From Teachers

For content marketers, just like educators, connecting with audiences is a constant key challenge. How do you get and keep people’s attention, make messages stick, and inspire action? To mark National Online Learning Day on Sept. 15, we asked five teachers and marketing pros on the Imprint team for tips to boost three key items: engagement, retention, and action. The answers revealed plenty of overlap between the two fields — so in addition to smart responses, here’s an Imprint pop quiz.

As you read each tip, see if you can guess whether it’s from a teacher or a marketing pro. (Answers are at the end of your exam.)

1. “The more personal you can make the content, or a lecture, the more likely it is the audience will take action and go to the next level. If the experience becomes relatable, that will drive action. An audience needs to feel that there’s something in it that’s in some way valuable and relevant to them.” 

2. “Visuals boost retention. When you show words to an audience and three weeks later ask them to recall them, about 11% of the (audience) will remember those words. If you pair the same words with a picture, that retention ratio rises to almost 70%. It works in education and in marketing.” 

3. “Interactivity is key to engagement — initiating it and holding it. The idea and the goal is to create an experience that asks the audience to lean into it. Encouraging the audience to get involved — click on a visual, pull up a profile, explore new terms — gives the option to drill deeper into a subject.”

4. “Know your audience. If you have your audience in mind all of the time then you know what you want that audience to do — for instance, read these two stories, or download this information. Knowing who your audience is at the beginning actually enables you to get them to take action in the end.”

5. “Getting people to click on the button — it’s the call to action. Giving people a reason to participate is important when it comes to taking action. Making it simple to take action — whether it’s downloading something or pulling up a graphic — is, too. The easier and more frictionless you can make taking that action the more successful it’s going to be.” 

6. “Without confusing the pursuit of knowledge with completing activities, teachers and marketers often both use different flavors of loss aversion to their advantage. Teachers are good at this — for example, ‘You lose half a grade for every day your paper is late.’ For marketers, it more often takes the form of FOMO (fear of missing out) — for example, ‘You miss out on free money if you don’t save at least to the company match in your 401k.’”

7. “In a class there’s nothing easier for students to do than to stop paying attention. And there’s nothing easier for an audience to do than to stop reading an article. So be sure to entertain your audience. Communicate humor and a sense of passion. Humor is an effective tool to connect and stay connected, whether it’s in a class, with an article, or in a relationship.” 

8. “It helps to deliver the same essential message in more than one way — through words, a spreadsheet, charts and visuals. Repetition can be an asset for retaining information.”

9. “A passive audience can tune out. Making a lecture or an article a connected and interactive experience, like a back-and-forth conversation, keeps people engaged.” 

10) “People, especially millennials, want to know that they’re seen. The more you can communicate that you know and understand your audience, the more they’re apt to be engaged. Make the customer the hero of your marketing campaign in the same way the student has to be the hero of your class.” 

Answer Key:

  1. Marketing Pro: Andy Seibert, Imprint Managing Partner @Imprint_AndyS
  2. Teacher: Angela Lee, Professor of Practice and Faculty Director, Lang Center for Entrepreneurship Columbia Business School @angelawlee  @Columbia_Biz
  3. Marketing Pro: Ken Williams, Imprint Managing Director @Imprint_KenW
  4. Marketing Pro: Ashley Logan Brenner, Imprint Creative Director @Imprint_AshleyB
  5. Teacher: Kristen Sosulski, Clinical Associate Professor of Technology, Operations, and Statistics at NYU Stern School of Business  @sosulski @NYUStern
  6. Marketing Pro: Meg Sullivan Staknis, Imprint Managing Director
  7. Teacher: Christopher Moore, Adjunct Writing Professor at John Jay College of Criminal Justice and Baruch College @cmoorenyc @JohnJayCollege @BaruchCollege
  8. Teacher: Price Fishback, Professor of Economics at University of Arizona
  9. Teacher: Zebulon Miletsky, Associate Professor of Africana Studies and History at Stony Brook University @ZebulonMiletsky @stonybrooku
  10. Teacher: Angela Lee, Professor of Practice and Faculty Director, Lang Center for Entrepreneurship Columbia Business School @angelawlee @Columbia_Biz
Photos That Maximize Content Impact

Photos That Maximize Content Impact

By Imprint Team

Photographs have superpowers when it comes to evoking emotions. A single picture can spark wonder, warm hearts, invite laughter, inspire confidence, and stir thought. In appreciation of World Photography Day on August 19, we asked our Creative Director Ashley Brenner and Art Director Craig Gartner to focus on how they make sure photos maximize the impact of content. Here’s what developed.

What goes into your image selection process?

Brenner: Whether we’re shooting original pictures or using photo libraries, we consider various criteria, but always start with the intended audience. We keep in mind the tone and the specific message clients want to come through in the visual language. We also keep humanity and empathy in mind and consider what people are going through. A picture may be worth 1,000 words, but there are times when an image seeks to evoke salient key words, whether it’s optimism, expertise, or innovation. 

Gartner: There’s a lot of detective work. Finding photos that precisely convey a client’s message is like mining for gold. Sometimes success comes by being literal when you search. Sometimes it takes a more imaginative or metaphoric approach. 

Has COVID-19 changed the process?

Brenner: Yes, it has added another emotional layer that we need to be conscientious and thoughtful about. It goes back to the idea of having empathy.

Can you tell when a photo is, well, picture perfect?

Brenner: The words are the brand’s voice. Words matter. Visuals matter. It’s not one or the other. When they marry up and become something interconnected with each other is when messaging becomes very clear and very impactful. For a story about small business owners working during the pandemic we ask ourselves, what does that look like? It could look like people further apart from each other and people with masks on. It could look like business owners going into their store by themselves or talking with people on the phone or by videoconferencing. It could show contactless payments. Those are the kinds of behaviors that can come across through pictures.

Gartner: If the copy can speak to key words and then the photos speak to the copy it creates one beautiful, connective stream. That’s the goal. For a story about smart financial moves to make for the future, one possible visual could show trails diverging in a forest, with one going left and one going right to suggest the need for decision-making.

Do clients help narrow choices for visuals?

Brenner: All clients want to make sure that visual imagery and tonality differentiates them, so there are definitely individual client styles. Some prefer straightforward visual approaches, while others take a less literal route. Depending on the preference, one headline, such as “How to Make the Most of your Retirement,” leads to a variety of perspectives and picture opinions. A literal choice could be a closeup of an older couple enjoying a happy moment. A metaphoric choice might suggest the life journey and show the couple walking up a hill. 

Is there one overarching mandate for visuals?

Gartner: Authenticity, above everything, is what’s essential right now. In a story about what the office of the future might look like, for instance, images showing a large cluster of people wouldn’t be appropriate, but a photo of people giving each other an elbow bump instead of shaking hands could address the current reality. Nothing should look pat, set up, or contrived. If you have a relatable photo that looks like you could have been in that picture, and it has the client brand firmly and distinctly in mind, then you’ve got your picture.

T. Rowe Price: 3 Publishing Strategies During the Pandemic

T. Rowe Price: 3 Publishing Strategies During the Pandemic

A video conversation between Imprint’s Andy Seibert and T. Rowe Price’s Gavin Daly

The current pandemic continues to demand that every company continually rethink their strategies, including planning, processes and communication—which is why we’ve made a point to explore what’s working for our clients.

For the third installment of our “Clients on Strategy” vlog series, T. Rowe Price’s Gavin Daly—Group Manager, Investment Editorial Team—sat down recently with Imprint’s Managing Partner Andy Seibert to discuss three key strategies T. Rowe Price has used to successfully pivot their investment editorial division over the last months.

T. Rowe Price’s communications divisions are particularly flourishing—while T. Rowe Price has moved thousands of employees to remote work, including their entire investment editorial division, the pace of their publishing has rapidly increased. Content that used to take 10-12 business days to publish is now getting through in 6 days or fewer.

Listen in to discover how, and more about:

  • What aspects of T. Rowe Price’s internal company culture were most helpful to build upon
  • The importance of having a plan, and communicating that plan, to your internal clients
  • How T. Rowe Price has responded to the technological disruption of the moment, building new infrastructure around video and social media.

What editorial strategies have you successfully adopted during the pandemic? Did your team have similar successes that you were able to build on? Let us know by reaching out to us on LinkedIn, or emailing us at imprint@imprintcontent.com.

Celebrating “Get to Know Your Customers Day”

Celebrating “Get to Know Your Customers Day”

Know your audience. It’s a business rule that’s both golden and evergreen. So carpe diem on “Get to Know Your Customers Day” on July 16. The occasion that falls on the third Thursday each quarter offers a perfect opportunity to take stock of how well you know your audience and how to deepen that understanding. Imprintteam members share ways to do it.

Andy Seibert, Managing Partner

Open the door to humanity

Content marketing is really a partnership. And even though it’s not that you have to be best forever friends with your clients, getting to know them just makes it a better relationship. The key to getting to know your customers is opening the door and letting them get to know you. If they know you, the more comfortable they may be telling you about themselves. That adds humanity, which then brings out more creativity and better discussion, and takes the relationship beyond just transactional. That’s where we strive to get with our clients—to be an extension of their thinking, of their team. 

Meg Staknis, Managing Director

Be all ears

One of the most important elements of knowing your customers is to listen to them—really listen—in order to be the best possible partner

you can be. Listening is now more critical than ever because you are not seeing each other face-to-face as often. And you can both get Zoom fatigue or fall prey to the distractions of multitasking during video calls. (BTW, your customers always know when you’re multitasking. You’re not fooling anyone.) When you are doing other things instead of listening to your customer, you’re not learning about them, hearing what they need, or leaning into the problems they need you to solve.  Active listening is one of the most important things you can do to cement the relationship between the customer and your business. 

Duncan Milne, Managing Director

Get real

Sharing stories about experiences I’ve had as a customer with other businesses where messaging has been confusing or irrelevant; or talking about moments when I’ve been really surprised or emotionally touched by a communication have often helped me encourage a client to think more creatively and more empathetically. Having that anecdotal, real-life conversation often can help make the impact of a communication strategy feel real. By imagining ourselves as customers we’re able to figure out an answer to an essential question—will this communication actually help?

Ashley Brenner, Creative Director

Focus on the brief

Knowing the audience is the thing that drives all the work in content marketing. Any time we start a new project, even if it’s a client we’ve worked with before, we always thoroughly review the brief, which outlines who the work is for, what the communication goals are, and how success will be measured. Initially, the brief might seem like a minor checklist item. But, in fact, the information covered about the audience always points us to the project’s overall objectives. It keeps us on track with the client and engaging the target audience.

Dan Davenport, Editorial Director

Consider context

An important aspect of knowing your clients is staying absolutely current with world events that directly affect them. We may be creating content around, say, saving for a child’s college education, but we know those plans and decisions don’t exist in a vacuum. They happen amid a torrent of news that acutely impacts our clients’ outlook. And that’s an impact we must fully grasp. Then when we write, design and edit work we can more keenly grasp the moment the receiver is in — what they need, and what they’ll best respond to.

Ken Williams, Managing Director

Vary viewpoints

We’re always focused on taking an audience-based approach for clients in order to understand their customers’ needs. When possible at the start of a project, we include stakeholder interviews as part of our discovery and research to truly understand customers’ needs and preferences rather than relying on one person’s view. In addition to reaching out to the end-audience, getting viewpoints internally from sales, marketing, product, senior leadership, and other areas gives them the opportunity to describe their needs, which can lead us to a lot of additional insight. 

How are you working to better understand your customers? We’d love to discuss and hear what’s worked well for you, so please ping on LinkedIn or send us an email at http://imprint@imprintcontent.com

Banks’ Use of Digital: A Discussion Between Imprint and M&T Bank

Banks’ Use of Digital: A Discussion Between Imprint and M&T Bank

A video conversation between M&T’s Laura Cleveland and Imprint’s Meg Staknis

What our day-to-day experience will look like in a post-COVID world is a question mark. But Americans say they’ll increasingly rely on technology for tasks they’ve historically done in-person, and that this reliance will continue after the pandemic subsides. This will have a marked impact on communications.

This is just one of the illuminating and timely points in our video discussion with Laura Cleveland, head of content strategy at M&T Bank and Wilmington Trust. In this first installment of our “Clients on Strategy” series, Laura shares with Imprint Managing Director Meg Staknis, how she and her team have adapted their communications  to enable many of the bank’s customers to complete tasks online for which they typically would visit a branch, including opening accounts, transferring funds, and even refinancing mortgages.

“Many customers who [aren’t] digital natives have had to learn to do everything online,” says Cleveland. “We’ve been hyper focused on delivering an efficient digital experience. It makes content that much more important.”

In the above clip, Laura and Meg also touch on: 

  • How the COVID-19 crisis helped clarify priorities.
  • Why “clear and pointed authentic content is more important than ever” — especially for banks.
  • Why cutting through information overload and providing customers with just the right content is a must.

And let us know your thoughts. How have you fostered digital adoption among your customers? In what ways have you identified the kind of content your customers want and need from you during this crisis? Ping us on LinkedIn or email us at imprint@imprintcontent.com.

3 Key Takeaways from COVID-19 Content Analysis

3 Key Takeaways from COVID-19 Content Analysis

We’ve been at it for eight weeks now: quarantining and working from home, but also assessing best practices for effective communications during the pandemic.

Imprint has analyzed marketing communications across five industries: insurance/annuities, banking, investments, healthcare and retirement, supplementing communications unearthed by our friends at Corporate Insight with our own research.

We’ve combed through hundreds of web pages, articles, videos and blog posts. When we took a step back to assess the five industries as a whole, these three common traits emerged.

1. They lead with empathy.

The best communications felt like one human was speaking directly to another. They acknowledged the people on both ends of the line—the senders and the recipients. And they recognized the severity of the issues that many people have been dealing with since February and early March.

That human, relatable tone is something a lot of brands try to deliver, yet few really succeed. Some of our standouts:

  • Chase: Their letter from Thasunda Brown Duckett, CEO of Chase Consumer Banking, gives you a window into exactly who she is “a mother, a daughter, a banking executive.” And it succinctly describes the impact of the pandemic in entirely relatable terms: “COVID-19 has affected every part of my life.

A message from Thasunda Brown Duckett, (Chase)

 

  • State Farm: Their tone is simple and clear: We’re here for you. And their messaging reflects a business strategy grounded in today’s reality: fewer drivers on the road means fewer accidents, which leads to a return of premiums.

We’re Here For You, (State Farm)

Guiding you through turbulent times, (TIAA)

2. They’re credible and competent.

That sounds obvious, but let’s not take competence and credibility for granted. We’ve seen what can happen when they are.

Brands stand out from the rest when they differentiate through experience, insight, effectiveness or other credentials. A few of our favorites:

Insights on COVID-19, (New York Life)

  • Northwell Health: The largest healthcare provider in New York state, Northwell Health is at the epicenter of the current crisis. Some of their most effective communications are straightforward infographics, covering such critical info as how to properly wash your hands; comparing cold, allergy or COVID-19 symptoms; and ways you can prevent the spread of coronavirus. Communications heavy on visuals and short on text can be critical for under-served communities where English is not the primary language or literacy rates aren’t strong.

Coronavirus Digital Resource Center, (Northwell Health)

  • State Street: Like many investment providers, State Street is long on sophisticated thought leadership. They also shine with their perspectives on global business continuity, including summaries of the re-opening of their operations in China and India. And they are striving to take a leadership role to determine the industry’s future as a result of the current crisis.

An essential partner when you need it most, (State Street)

3. They pack an emotional punch.

We’re all feeling more frayed than usual. Throughout our assessments, the best communications touched and inspired us. I’m not crying, you’re crying.

  • New York Life: In the middle of the crisis, New York Life’s Brave of Heart Fund both sticks to its essence as a life insurer and supports healthcare workers and the families they’ll leave behind should they be lost in the fight against the virus.

The Brave of Heart Fund, (New York Life)

  • NYU Langone: On April 3, the NYU Grossman School of Medicine became the first medical school in the nation to graduate their fourth-year medical students early so they could join the ranks of MDs. It’s hard to stop thinking about the pride in the newly minted MDs’ faces seen on the screen capture of their Zoom graduation, and the contrast with a video message from their advisor on the hospital floor in full-body PPE. Their subsequent content connects with true emotion, like the video diary of a woman becoming a new mom during COVID-19 or the challenge of dealing with trauma in children as a result of the pandemic.

Early Graduation at NYU Grossman School of Medicine Sends New Doctors to Join COVID-19 Fight, (NYU Langone)

All of this is to say that yes—content marketing can be a complicated undertaking. But as with many aspects of our lives, this pandemic has forced us to look hard at the essence. To home in on the basics. And after our five-week comb through these industries, we learned the most fundamental ways to deliver effective communications in a crisis are these:

  1. Start from a position of empathy.
  2. Demonstrate your competence.
  3. Connect on an emotional level. 

Want more? If you’d like to see our full industry roundups of coronavirus content, you can click through each below.

Insurance / Annuities

Banking

Investing

Healthcare

Retirement

Finally, even these sectors represent just a sampling of pandemic communications. What other firms do you think exemplify best practices at this time? Please let us know—you can email us at imprint@imprintcontent.com.

COVID-19 Content Best Practices: Retirement

COVID-19 Content Best Practices: Retirement

The retirement industry caters to a number of different audiences — two of the most important being individuals who participate in workplace plans like 401(k)s, and the employers that sponsor them. Both are grappling with their own sets of challenges.

  • Participants worry about accessing their savings and whether they should take action amid volatile markets.
  • Plan sponsors and administrators want info about the CARES Act, its impacts on their plans, and how best to communicate with participants. They must also ensure each communication targets the right audience and delivers what that audience really needs.

To uncover standout examples of communications in this space, we turned to our friends at Corporate Insight, who track communications, products and the overall customer experience delivered by companies in a variety of industries. Our team here at Imprint leveraged their library, supplemented by our own research, to evaluate COVID-19 communications in the retirement industry. We applied these four criteria to all the communications we found:

  • Client-centricity: Are brands putting their audiences’ needs at the center of their content—or talking about themselves?
  • Tone: How are brands speaking to their audiences?
  • Formats: How are they packaging their content? Video, long form, visual storytelling?
  • Differentiation: Do brands’ communications stand out from competitors’?

Here’s what stood out to us. Click HERE for last week’s roundup of the healthcare industry.

An emphasis on advice

Long-time retirement plan provider TIAA strikes a comforting tone with its COVID-19-related content. Not surprising, given that it has been serving teachers, academics, medical professionals and other care-givers for over 100 years.

  • Its communications acknowledge both the financial and emotional toll of market volatility, highlighting the role expert guidance can play in keeping people on track for retirement.
  • TIAA concisely explains what the CARES Act means for retirement savers.
    • The piece below includes a discussion of new rules expanding access to retirement plan loans.
    • And they also offer smart content explaining the long-term cost of that short-term move.
  • Articles aimed at retirement savers are put through a COVID-19 lens, making them feel timely and relevant.
    • TIAA Senior Director Kelly Greene has penned several thoughtful and personal essays offering advice to retirement savers struggling with a historic spike in stock market volatility.

Guiding you through turbulent times (TIAA)

Tailored for individuals

Retirement and other employer benefit plan participants access Fidelity’s workplace COVID-19 Resource Center via Fidelity’s NetBenefits site. NetBenefits provides participants with both the plan-specific information they need and general information about the pandemic.

COVID-19 Resource Center (Fidelity)

  • The site highlights the features of each user’s plan, helping them find content that applies to them.
  • Fidelity also includes general information that’s top of mind for many participants such as info about 401(k) loans, and Required Minimum Distributions on inherited IRAs.
  • The content Fidelity provides extends beyond retirement to include other benefits topics such as smart ways to use Health Savings Accounts to what the CARES Act means for student loan borrowers.
  • A COVID-19 stimulus recap, originally published on Fidelity’s public site, tidily explains new legislation such as the CARES Act and the Families First Coronavirus Response Act. The article gives a just-the-facts treatment to these stimulus measures, and offers links to each piece of legislation on the US Congressional website for readers who want to dig deeper.

What the CARES Act means for student loan borrowers (Fidelity)

Answering clients’ top questions

Retirement provider Empower addresses readers’ most pressing concerns via a no-frills, curated list of resources.

  • The market volatility resources provide a helpful mix of educational and actionable content for anxious retirement savers.
  • For plan sponsors, Empower offers creative and informative takes on topics such as using plan data to learn about participants’ behavior in volatile markets.

Financial Markets Perspective and Relief Programs (Empower)

We reviewed Milliman’s plan sponsor-focused COVID-19-related content:

  • Readers are served by a deep well of resources that appeal to a wide audience, from pension plan providers to 401(k) plan sponsors.
  • The focus of timely, in-depth articles include the crisis’ potential impact on pension plans, and the unintended consequences layoffs can have on corporate retirement plans.
  • Strong design and a variety of content formats elevate Milliman’s approach to its communications around topics related to COVID-19.

Navigating a global pandemic (Milliman)

(Note: We did not have access to Milliman’s participant site, and did not include that content in our review.)

The variety show

 

How we’re helping in uncertain times (Principal)

Principal engages readers using a wide variety of formats.

  • Users’ options range from videos and infographics to quick-hit listicles and longer-form articles.
  • FAQs answer key questions quickly (“Should I take my money out?”) and guides readers to more in-depth content.
  • An eye-catching chart illustrates the dangers of market timing for individual plan participants.
  • Principal’s Milestones educational offerings serve up the most popular resources first, meeting most participants’ needs in the process, and have a strong design aesthetic.

Principal Milestones (Principal)

Let us know what you think, and feel free to share other pieces that you think exemplify best practices as well. You can email us at imprint@imprintcontent.com.

Here are links to the coronavirus microsites or information pages for each company featured above. (NB: Fidelity NetBenefits is only accessible if you have an account with Fidelity.)

TIAA

Fidelity NetBenefits

Empower

Milliman

Principal

COVID-19 Content Best Practices: Healthcare

COVID-19 Content Best Practices: Healthcare

The healthcare industry is so large and diverse that multiple content approaches are required to connect with B2C audiences about COVID-19. For example, hospital networks and other providers tailor their messages to connect with patients. Health insurers’ communications aim to address the needs of policyholders.

And while content strategies differ by firm objective and audience segment, the most effective content we’ve seen shares key qualities:

  • It aligns to the brand
  • It’s accessible and relatable to its target audience
  • It addresses that audience’s needs

To uncover effective examples, we turned to our friends at Corporate Insight, who track communications, products and the overall customer experience offered by leading companies in a variety of industries. A cross-functional team at Imprint reviewed what COVID-19 communications in the healthcare industry Corporate Insight has collected to date, and looked for examples for each of our four criteria:

  • Client-centricity: Are brands putting their audiences’ needs at the center of their content—or talking about themselves?
  • Tone: How are brands speaking to their audiences?
  • Formats: How are they packaging their content? Video, long form, visual storytelling?
  • Differentiation: Do brands’ communications stand out from competitors’?

Here’s what stood out to us this week. Click HERE for last week’s roundup of the investment industry.

Addressing a broad audience

Northwell Health is the largest healthcare provider in New York, with 23 hospitals and nearly 800 outpatient facilities. Its COVID-19-related content includes excellent, straight-ahead public health communications geared to reach a diverse B2C audience.

  • In particular, a suite of infographics effectively tackles key coronavirus topics in a highly visual way.
    • One offers an easy-to-read chart comparing COVID-19 symptoms with flu and cold symptoms.
    • Another offers five steps kids can take to combat “grouchy coronavirus germs.”
  • The infographics are well designed, and follow best practices for the format by economically using words to make their points.
    • These qualities make for strong public health communications, ensuring Northwell’s messages reach their diverse audiences. This includes often marginalized or under-served audiences such as non-native English speakers or those with weaker literacy skills, who need the critical info about how to protect themselves and their families during the pandemic.

Coronavirus Digital Resource Center (Northwell Health)

Communicating clearly

NYU Langone Health runs several hospitals, hundreds of outpatient facilities and two MD programs in the New York City area. Its content about COVID-19 is unsurprisingly heavy on medical expertise, yet peasantly light on clinical jargon.

  • Podcasts and print pieces bring in different voices from the medical world, from doctors to first responders. These experts discuss such topics as the search for a coronavirus vaccine and what it’s like to be an ER doc on the front lines of a pandemic.
  • NYU’s Grossman School of Medicine held graduation more than two months early to add more doctors to the ranks of frontline health care providers. A moving video on NYU Langone’s site features faculty and mentors congratulating the 52 new graduates and offering emotional thanks for their willingness to join the fight against COVID-19.

Our Latest News (NYU Langone)

Tufts Health Plan, a nonprofit health insurer with more than a million members, is nationally recognized for its coverage. Its COVID-19 content rises to that level as well, tailoring clear, just-the-facts information to widely diverse audiences: members, providers, employers and brokers.

  • On its COVID-19 home page, Tufts Health directly address its audiences: You have questions, we’re here to help, with key topics ranging from help identifying symptoms to knowing your options if you’ve lost your job because of COVID-19.
  • Each of their distinct audiences has quick access to FAQs and resources targeted to their needs.
  • Notably, Tufts Health policyholders can learn about testing, costs and virtual health care opportunities.
  • Tufts offers easy-to-find tools, such as a symptom checker, and they provide outside links to additional support resources including state Departments of Health and food assistance programs.

    Coronavirus Updates (Tufts Health Plan)

Serving the range of customer needs

 

EmblemHealth, a nonprofit insurer serving the New York City area, takes a customer-first approach that goes beyond health tips to address the economic impact of coronavirus and the efforts to curb it.

  • The company greets visitors to its website with a front-and-center note explaining that members may be able to switch plans if their job or income has been affected by COVID-19.
  • Clearly defined sections on the EmblemHealth site tackle a range of customer-centric topics, from benefit and care questions to food resource guides for readers struggling to acquire or afford groceries. This well-organized approach provides clarity for users and makes it easier for them to navigate all of EmblemHealth’s resources.

Coronavirus Disease (EmblemHealth)

Taking the next step

Much of the COVID-19 content in the healthcare industry rightfully focuses on ways patients and policyholders can stay safe and healthy. Pittsburgh-based provider and insurer UPMC covers this ground well, and offers bold, hopeful and forward-looking content.

  • Several articles discuss the realities of developing a vaccine for coronavirus, including the efforts of UPMC scientists. The researchers are making great strides: In early April, UPMC announced a potential COVID-19 vaccine that is awaiting FDA approval.

Our Response to COVID-19 (UPMC)

Insurer Florida Blue goes deep with its coronavirus content, delivering a nicely curated menu of helpful topics, from reading symptoms to managing the financial impact of COVID-19. It also offers some outstanding COVID-19-related content:

  • A map of testing sites makes it easy for policyholders to figure out where to go for testing, and the specific rules at each site: For example, whether appointments or doctors’ notes are required, or if patients need to wear a mask.
  • In his weekly videos, CEO Pat Geraghty explains how Florida Blue is responding to the coronavirus crisis. In recent weeks, he’s discussed his role in a gubernatorial taskforce to address improving Florida’s testing capacity, and announced a health innovation collaboration that will fund pilot programs to generate ideas for creating home-based COVID-19 tests and reducing risks for health care workers.
  • Visitors to Florida Blue’s COVID-19 site are greeted by an AI-based chatbot offering a wellbeing assessment to help visitors gauge the severity of their symptoms and suggest appropriate treatment avenues.

We’re here for you (Florida Blue)

Let us know what you think, and please share pieces that you think apply best practices. You can email us at imprint@imprintcontent.com.

Here are links to the coronavirus microsites or information pages for each company featured above:

Northwell Health

NYU Langone

Tufts

EmblemHealth

UPMC

Florida Blue

Staying Creative In A Crisis

Staying Creative In A Crisis

In our latest video post, IMPRINT team members share the ways content has changed and how we’ve adapted to maximize collaboration and creativity internally and especially with clients during the COVID-19 pandemic. A brief look at what’s been learned and put into action includes:

  • Communication is everything, inside and out. Using technology that enables you to see your colleagues and clients is invaluable.
  • Getting back to basics and taking a truly empathetic approach to understanding and responding to a client’s urgent needs are musts.
  • Collaboration is key — and that includes you.

Have you come up with great creative approaches to content? Or, are you struggling with a project? Either way, we are holding office hours and invite you to reach out to us and schedule a session.  Email us at imprint@imprintcontent.com.

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