Perspectives Guidelines
WRITING TIPS
Perspectives Ad
The Perspectives Ad is arguably the most important element of your Perspective. Similar to newspaper headlines, unless your ad immediately grabs the reader's attention he/she will never make it to the main content of your Perspective. In order to generate clicks you have to do two things: tailor your message to your target audience, and clearly explain why your Perspective is valuable. The easiest way to accomplish this is by asking yourself the five "Ws."
- Who? — Who are you targeting? People without health insurance? Seniors who have Health Savings Accounts? These two groups will have completely different needs and interests. Whatever your audience, make sure to craft your message around them.
- What? — What are you promoting? Knowledge? Free resources? A service? A discount program? Be specific, and if possible quantify your product. The more specific and unique your content appears, the more it will attract consumers.
- When? — This question does not always apply. However, if you're advertising something time-sensitive, such as an open enrollment period or a special offer, make sure to include pertinent dates in your title.
- Where? — Perspectives are triggered based on location, so again this question may not always apply. However, sometimes you may want to emphasize location. For example, if your Perspective promotes a locally-based healthcare plan you may want to emphasize this point to set yourself apart from national healthcare plans.
- Why? — This is the most important question to ask yourself. Why should the viewer click on your Perspective? To save money? To learn about a condition that affects them? To access a decision-support tool? Unless you clearly communicate the value of your Perspective, no one will click on your link.
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Example of Good Versus Bad Perspectives Ad
| Good |
Reason: |
Save Up to 20% on Drugs, Even if You're Uninsured
Use our free tool to find an effective lower-cost alternative to your medication. |
The value is clear and quantified. The words “Even if You're Uninsured” expand the viewer potential. The description introduces the reader to a cost-saving tool, and states that it's free. |
| Bad |
Reason: |
Learn How You Could Spend Less on Drugs
Click here to see if you can save money on your prescription drugs. |
The value is unclear because the writing is vague. There is no mention of the cost-saving tool or the fact that it's free. Words such as “Click here” could apply to any company. |
Perspectives Content Page
Navigating the healthcare industry can be confusing for consumers. Perspective are valuable because they offer simple solutions to complicated problems. As a sponsor, Perspectives give you the opportunity to introduce your product/company in a way that directly relates to your target customer. They also help you gain credibility in the consumer's eyes. By presenting readers with clear, concise, and useful information, you not only sustain their interest, but also build their trust. Here are some tips to help you write each component of your Perspective content page.
Title — The title of your Perspectives content page should build on the title in your ad. Simply restate your value proposition and let the reader know what they can expect to gain from your content.
Body — The body of your Perspectives should accomplish three things: 1) describe a problem consumers face, 2) offer your solution to that problem, and 3) motivate consumers to act on your solution. Again, it helps to put yourself in the reader's shoes and ask some questions.
- What is the problem?
- How can consumers solve the problem? What criteria should they use to compare different solutions?
- Why should consumers choose your solution? What sets your solution apart from the rest?
- What next steps should consumers take? If they click on your link, will there be a clear process to help them get the desired results?
Try to reinforce your value proposition at each step of the consumer's decision-making process. By the time the reader reaches the end of your Perspectives, he/she should feel compelled to take the action you desire.
Image(s) — Tables and charts can help consumers compare facts and comprehend different aspects of a product. If you choose to use a table/chart, keep it short and relevant. If it is too long it will confuse the reader, and if it is redundant it will distract consumers from your ultimate goal.
Callout — Your callout should pique the reader's interest. Choose the most valuable sentence in your Perspective. The goal is to make the reader want more.
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