K.I.S.S: Keep It Simple and Straightforward
In a world of innovative, integrated, interoperable solutions that improve patient outcomes, create workflow efficiencies and ensure healthy revenue cycles, it’s important to have meaningful use of these characteristics to provide accountable care and attention to the message across a broad continuum of audiences.
So, what’s the point?
We’ve all read things full of big words that are void of meaning and make us wonder what the author was really trying to say. After seeing a Rube Goldberg cartoon “No more waiting for the doctor to arrive,” it got me thinking about the complexity of the healthcare technology our clients develop, and the importance of being able to succinctly tell others about what our clients do.
Engineer turned cartoonist, Goldberg is best known for drawings of quirky inventions for simple tasks, such as a self operating napkin. The contraptions he designed, which included many different steps and parts, are a comical reminder we often make things more complicated than necessary.
Like his drawings, messages don’t have to be complicated (even though healthcare might be) and here are some tips for engineering straightforward messaging:
- Begin with the end in mind. Before starting anything from a broad messaging campaign to a shorter social media post, always set a goal for your communications. This means determining why and how you want to tell your story: Do you want to generate more leads? Build thought leadership in an area of expertise? Announce a new product? Each one requires a slightly different tone and outlet to have maximum effectiveness.
- Develop a clear plan. After you determine a goal, decide how you’re going to achieve it. In the instance of a lead generation campaign, you need to identify existing content such as white papers and case studies you can use for the campaign. If you need to build your content library, you’ll need to create a plan for developing this content. Establishing a timeline for developing, implementing and measuring success is a good place to start.
- Define your audience. Different audiences like to receive messages differently. For example, journalists are often interested in stats about the results of a users’ technology implementation, while other audiences might be more interested in the actual implementation process. It’s also important to consider where your audience prefers to get information – some people like emails while others prefer to read information in print.
- Create the message. After you’ve considered those things, it’s time to craft your message. In an industry full of jargon and acronyms, it’s especially important to make sure your message is simple to understand. Ask yourself if an outsider to the industry would understand what you’re trying to say, but also ask yourself if your message provides enough context to explain the message. Tweets and white papers can both provide relevant, educational information.
In other words, healthcare technology solves a lot of problems. It’s as simple as that!