New Orleans, Louisiana
March 21 - 25, 2012



Real People and Real Words: Healthcare Content Doesn't Have to Suck

People have questions about their bodies that they won't share with anyone but the internet. But does the internet offer relevant, trusted answers?

Through search data, keyword analysis, social listening, and user research, we can understand the vernacular of people with specific concerns and conditions. The process of "vernacular planning" allows planners and content strategists to collaborate and create search-optimized content and persuasive digital architectures. By doing so, we can intercept people who need answers and offer them relevant and credible information in return. Through case studies and examples, we'll show how and why this is effective.

By focusing on the user, healthcare brands can create successful outcomes by tapping into the vernacular of people in need.

Date & Time

Saturday, 24 March 11:15am — 12:00pm


Jennifer Machiaverna


Empire II


Track 2 - Exploring and Thinking

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