Fall 2019 Healthcare Program
The WonderWriter Academy is a 14-week development program designed specifically for healthcare marketing professionals. Our programs run quarterly. The next class dates arelisted below.
At the end of the 14 weeks you will:
1) Be a better writer.
2) Have a group of peers to continue to coach you.
3) Have an arsenal of tools and resources.
4) Have a profoundly enhanced understanding of how best to bridge hearts and minds when creating content.
Week 0, Orientation - Week of Oct 14
Understand how to use the website and access resources. Learn guiding principles for high-quality content creation, and understand the WonderWriter Academy method.
Weeks 1-2, The Power of Consistent Brand & Style - Oct 21-Nov 3
Understand how to make your brand more memorable and compelling. Practice the voice, tone and style to reflect your organization's brand. Learn the typical pitfalls that healthcare organizations make that dilute their brand. Create or update your style guide (if needed).
Weeks 3-4, Peer Editing - Nov 4-17
Dive deep on one of the biggest roadblocks to excellent healthcare writing - inadequate feedback. Learn how to improve the quality of your content through peer editing. Practice providing your classmates with constructive, helpful feedback on each other’s writing.
Weeks 5-6, Storytelling that Engages Hearts and Minds - Nov 18-Dec 1
Storytelling helps us all create content that connects with underlying emotion, especially with consumers, donors and community leaders. Practice writing classic story arcs and learn to avoid storytelling ruts.
Weeks 7-8, Capturing Compelling Patient Stories - Dec 2-15
Patient stories are one of the most powerful marketing tools in a healthcare organization's toolbox but they are rarely captured or told well. Learn how to interview patients to uncover the most powerful story attributes. Practice selecting the best medium for a patient story. Learn how to create a community of associates who are trained to recognize and record powerful patient stories.
Weeks 9-10, Interviewing Subject-Matter Experts - Dec 16-29
Feel confident and professional interviewing doctors, nurses, medical directors and administrators. Learn how to overcome time barriers, knowledge gaps and other hurdles to get the information you need to craft patient-friendly content.
Weeks 11-12, Writing for Digital - SEO - Jan 6-19
Learn how SEO has rapidly evolved. Understand why less is more when it comes to keywords and phrases. Discuss the future of Search.
Weeks 13-14, Writing for Digital - Social - Jan 20-Feb 2
We will review and share best practices for established and emerging social channels. Learn how to get consumers engaged quickly on even the smallest screens.