TEMPLATE: Insights articles

[INSIGHTS CATEGORIES]

• Industry
• Healthcare Technology
• Patient Experience
• Reports
• Press

[INSIGHTS TOPIC TAGS]

• Required, interactive elements used to organize content on the website
• 30-character limit 

The following topics will also organize articles:

• Adherence 
• Affordability 
• Automation 
• Care teams 
• COVID-19 
• Innovation 
• Healthcare legislation 
• Hub Services 
• Life Sciences 
• Medicare/Medicaid 
• Network Impact 
• Patient Empowerment 
• Patient Journey 
• Patient support services 
• Patient testimonial 
• Pharmacy 
• Prescription abandonment 
• Prescription cash price 
• Prescription decision support 
• Price transparency 
• Prior authorization 
• Real-Time Benefit Check 
• Social determinants 
• Specialty pharmacy 
• Specialty therapy 
• Telehealth 

[META / SOCIAL DESCRIPTION]

• Appears when the article is shared on social media or is in part of the search engine results page on Google, Bing, etc.
• 160-character limit
• Use to summarize the article as succinctly and clearly as possible 
• Use SEO keywords but don’t keyword stuff 

[H1 HEADLINE]

• 70-character limit
• Write headline first — if you can’t summarize your article in one sentence, refocus
• Be conservational
• Use SEO keywords naturally — DON'T keyword stuff!
• Clarity over cleverness 
• Use most important words at beginning and end of the headline  
• Use powerful action words, emotional adjectives, common words and a conversational tone 
• Use Title Case
• Run headline through the Headline Analyzer tool for optimization 

[ARTICLE INTRODUCTION]

• Appears directly below the headline
• 345-character limit 
• Summarize article in a paragraph
• Foreshadow / hint at What's In It For Me?
• Use powerful action words, emotional adjectives, common words and a conversational tone
• DON'T sensationalize!

[EDITOR'S NOTE]

• Appears near the top of article
• Not always necessary
• Should be used to note article updates: “Previously published on,” etc.
• Character limit: 120

[BODY INTRO/LEDE]

• Used to define the opening paragraphs for the article (i.e., the lede/lead)
• Aim for 3-4 paragraphs 
• No more than 2-3 sentences per paragraph 
• End with Nut Graf (e.g., a sentence or two summarizing why the reader should care – the “so what?”) 
• Build lede around classic journalism ledes: 
• Straight news 
• Anecdotal  
• Scene-setting  
• First-person 
• Observational 
• Avoid the following: 
• “At CoverMyMeds…” 
• Cliches, overused phrases, jargon 
• Hyperbole (e.g., “No one could have ever predicted COVID-19 …”) 

[H3]

• Introduces major supporting sections of content
• 40-character limit 
• Should make story digestible to reader from a quick scan. Someone reading only your H1 and H3s should understand the gist.
• Use a conversational and sentence-esque approach. Shouldn’t feel like a headline, but also not like a two- or three-word summary either 
• Use SEO keywords as appropriate 
• Strive Clarity over cleverness 
• Use Title Case

[SUPPORTING BODY COPY]

• NB: No need to designate this in the article document 
• Aim for 3-5 paragraphs
• No more than 2 sentences per paragraph 
• No more than 25 words per sentence 
• Use SEO keywords – DON'T keyword stuff  
• Conversational and casual tone 

[DATA CALLOUT / PULL QUOTE]

• At least 1 per story
• Pick most interesting sentence, quote or statistic point 
• Place ahead of its spot in body copy, so it foreshadows and pulls the reader along 
• 160-character limit 
• Lightly edit and/or tighten copy for callout or pull-quote to be readable — DON'T change the meaning
• Aim for 10-15 words 

[CTA]

• Use direction from brief

[CITATIONS]

• Run in-line with copy
• Stylize like this: [1] “Name of Article/Case Study,” Publisher Name, Date Published 
• Include link to source