Page 11 - SOUTH FLORIDA HOSPITAL NEWS MAY 2021

What Word Are You
When It Comes to Patient Care,
Getting Tired of Hearing?
Are You a Shark?
If someone were to ask the message may need to be
you that simple question, slightly adjusted depending Call it the part of the entrepreneur in me, but
"What word are you getting on the medium chosen to if I am channel surfing and happen to see that
tired of hearing?" You might disseminate the story. The Shark Tank is on, I often stop to hear a pitch or
think of pandemic, Coro - medium is the message, but two from the potential suitors. Hopeful busi-
navirus, vaccine, or COVID. the message also has to fit ness owners show up to present the ‘next great
However, if you look past the medium. thing’ to a bunch of billionaires in hopes of get-
the obvious, our choice is Good content marketing ting them to invest some money into their bur-
the word content. You either provides quality and essen- geoning idea. The goal is to make a deal and
need it, want it, are sick of it, tial information for people accelerate their concept for the masses. Often,
or have no idea what content to educate, entertain, or for many reasons, they leave the tank with
even means. answer questions that peo- nothing. This usually happens because either
Content is generally de - BY CHAD TINGLE ple might have. Bad content the contestants think their company is worth
fined as the things repre- doesn't provide anything more than the sharks do, or the sharks think BY JAY JUFFRE
sented or suggested in unique. the idea is just plain dumb. Over the years,
something written or created as art or the Creating content is about giving value to there have been many ideas which fell into the
ideas it communicates. As definitions go, people, whether they are patients or not. It unanimously rejected category which later went on to generate millions. I
that one is pretty on point. The problem is is humble, generous, and informative, am sure for example, every time Mark Cuban arrives at a house that has a
that all content is created equal, but noth- which helps your target audience trust Ring doorbell or ‘Mr. Wonderful’ sees someone crack open an individual
ing could be further from the truth. Here's your organization. It is original and unique serving of Copa Di Vino wine, they want to take back what they said to the
an example. Take these two headlines. and provides value or helps solve prob- inventor and wished they had invested. As it relates to improving patient
- Which Hospital is the Best in the Area lems. care, the question is ‘Are you a shark?’ Do folks on your team equate pre-
- Which Hospital is the Best in the Area You can now understand why the word senting new ideas to you the equivalent of stepping into the Shark Tank?
for Pediatrics "Content" is just about out of its 15 min- When someone brings you a great concept, that might cost a little time or
Which one do you think performs bet- utes of fame. The word content may end money, do you tend to reject them? Patients’ expectations continue to
ter? The answer is the second headline. up riding off into the sunset, but you can evolve and what was remarkable five years ago may be ho hum today. If
It's how you communicate. It's why you rest assured another word will take its your organization wants to truly be a leader and stay on top as one that
communicate, but it also has to be what place. If I had to guess, the word content offers exceptional patient care and experience, you must create an environ-
you communicate. The wonderful thing would probably get replaced by "story- ment which encourage ideas from everywhere and is looking to constantly
about having good content is that content telling." evolve. Your patients and their families will thank you.
can be repurposed across an almost infi- Great storytelling is content that is com-
nite number of platforms. It's hard at first, pelling, informative, and consumable. Jay Juffre is Executive Vice President, ImageFIRST. For more information on
but we have to start thinking that the story ImageFIRST, call 1-800-932-7472 or visit www.imagefirst.com.
we have to tell can be told as a video, spo- For more information, contact Chad Tingle
ken in a podcast, transcribed as a blog, at (305) 794-7201
condensed into a TV or radio commercial. or chad@crownstreetfilms.com.
The one caveat to always keep in mind is

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South Florida Hospital News southfloridahospitalnews.com May 2021 11