Florida Hospital Brand | Digital Marketing

FH Service Guidebook Content Guidelines2/3/16

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Florida Hospital

Service GuidebookContent Guidelines

Service guidebooks are multi-page printed pieces that are used to educate our clients about services we offer such as surgeries, procedures and rehab processes. These guidebooks may also be about various conditions that we treat such as cardiovascular disease or diabetes. Guidebooks are typically large format (8.5 x 11 or 9 x 12) and feature wider margins, a table of contents, and more detailed content to guide patients through procedures. The following guidelines provide the order in which the content should be placed within these guidebooks. Also included are various evergreen content blocks that will appear in all guidebooks.

FRONT COVER

The front cover of each guidebook consists of a functional heading formatted as follows:

  1. HEADING

The headline should consist of:The Descriptionof Service or Condition

The subhead should consist of:Type of Guidebook

Examples:

  • Total Knee Replacement

Surgery Guidebook

  • Minimally Invasive Brain Surgery

Post-operative Guidebook

  • Hip Replacement

Pre-surgery Guidebook

  • Heart Disease and Stroke

Guidebook

  1. TABLE OF CONTENTS
  1. WELCOME LETTER FROM DARYL TOL

This is a standard letter that appears in all guidebooks, after the table of contents. The following copy should be used verbatim.

Welcome

On behalf of our entire care team, I would like to welcome you to Florida Hospital. For more than 100 years, we have dedicated ourselves to improving the lives of others by delivering advanced health care to the communities we serve. Our mission — to extend the healing ministry of Christ — has inspired us to build a unique health network dedicated to providing comfort, healing, and the discovery of new treatments and cures.

We’re honored that you have entrusted us with your health. We look forward to caring for you.

Sincerely,

Daryl Tol

President & CEO

Florida Hospital and Central Florida Region – Adventist Health System

Florida Hospital Brand | Digital Marketing

FH Service Guidebook Content Guidelines2/3/16

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  1. MAIN SERVICE CONTENT

The philosophy behind writing educational content for our clients is to — above all else — make it easy to understand. To that end, it is important to present information in a logical, step-by-step order. Guidebooks are not sales tools. They are designed to give the reader the information they need to prepare for a surgery, successfully recover from a procedure or improve their health in some way. The main content of a guidebook should generally consist of the following:

  • Brief Introduction
  • Overview of the Service
  • What to Expect/Frequently Asked Questions
  • Detailed Explanation of Service

If the guidebook is about a specific procedure or surgery, content may include:

  • Pre-surgery details
  • Day of surgery details
  • Post-Surgery details
  • Ongoing Recovery Care at Home
  1. ABOUT THE HOSPITAL,INSTITUTE OR CARE FACILITY

This is a standard section that should appear in all guidebooks. This section is designed to give the reader confidence in choosing the specific hospital, institute or care facility. The heading of this section should adhere to the following format:

  • About the Florida Hospital

Orthopaedic Institute at Orlando

  • About Florida Hospital Altamonte
  • About FRi Diagnostic Imaging

Florida Hospital Brand | Digital Marketing

FH Service Guidebook Content Guidelines2/3/16

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  1. FLORIDA HOSPITAL: THEN AND NOW

This is standard copy that appears in all guidebooks. This copy is graphically displayed along side the “ABOUT THE HOSPITAL OR LOCATION” section. The following copy should be used verbatim.

FLORIDA HOSPITAL: THEN AND NOW

Established 1908:

  • 1 DOCTOR
  • 20 BEDS
  • LESS THAN 10 EMPLOYEES
  • SERVING LOCAL ORLANDO RESIDENTS

Today:

  • MORE THAN 9,000 PHYSICIANS WITH PRIVILEGES
  • MORE THAN 4,900 BEDS
  • MORE THAN 36,000 EMPLOYEES
  • SERVING PATIENTS AROUND THE WORLD

Florida Hospital’s U.S. News & World Report ranking should be included in this section if applicable. The approved verbiage option is listed below. No other version of this copy may be used without approval from the Florida Hospital creative department.

  • Florida Hospital is recognized as the #1 hospital in Florida by U.S. News & World Report for the third year in a row.
  1. DIRECTIONS AND PARKING INSTRUCTIONS

If applicable, this information will be positioned here.

Florida Hospital Brand | Digital Marketing

FH Service Guidebook Content Guidelines2/3/16

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  1. THE CLINICAL TEAM

This section includes physician and/or team member biographies, as well as team member role descriptions. This section will not be applicable for all guidebooks.

  1. CONTACTS

This section includes important contact information the client may find useful.

  1. NOTES

BACKCOVER

The back cover of each guidebook consists of our standard, circular map graphic along with the hospital or institute logo, address, phone number and web address. Beneath the map is an evergreen statement that is customized for each location. Only the outlined section below will change to match each specific guidebook.

The Florida Hospital Orthopaedic Institute at Orlando is a trusted member of one of America’s largest, not-for-profit health-care systems.

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