Fall 2018 Healthcare Marketers Program
The WonderWriter Academy is a 14-week development program designed specifically for healthcare marketing professionals. The next one starts October 15 and runs through January 28, 2019. WonderWriter Academy is open to any healthcare marketing professional who wants to produce content that is high quality, engaging, consistent and optimized for digital.
**Early Bird pricing is in effect until October 1. After October 1, the price is $895 per person.**
Through bi-monthly video-conference lectures, accompanying self-study, peer discussions, regular emails and texts, exercises, and a vast resource library, this development program delivers participants the quintessential field guide on writing engaging, effective content for healthcare organizations that is not available anywhere else.
WonderWriter Academy is open to a limited number of participants.
Over the course of 14 weeks you will learn:
· The key success factors for writing for digital and SEO.
· How to create engaging content for consumers, donors and the media.
· How to capture compelling patient stories.
· How best to consistently communicate your brand and style.
· How good peer editing will transform your content.
· How using plain language will boost readability.
· How best to leverage subject matter experts.
· How to build a community of content creators at your healthcare organization.
AND MUCH MORE!
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, October 15. Orientation.
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, October 22. The Power of Consistent Brand & Style.
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, November 5. Peer Editing.
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, November 19. Storytelling that Engages Hearts and Minds.
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, December 3. Capturing Compelling Patient Stories.
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, December 17. Interviewing Subject-Matter Experts.
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, December 31. Writing for Digital - SEO.
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, January 14. Writing for Digital - Social.
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.