1. Writing Effective Story Leads A Tool for Chapter Newsletters
Robert Fromberg
Editor-in-Chief
HFMA

2. Writing Effective Leads
A “lead” is the opening of an article
A good lead grabs the reader by being relevant and engaging
Most effective leads are specific rather than general

3. Writing Effective Leads: Three Approaches
Anecdote
Surprising statement
Question

4. Writing Effective Leads: Anecdote
Original: “In the future, consumer-directed health care will mean that patients receive upfront information about the cost of care, tailored to the patient’s specific condition and insurance coverage.”

5. Writing Effective Leads: Anecdote
Revision: “This morning, Jack made the appointment for his annual physical using his physician’s secure web site. He updated his medical file with a description of his persistent sinus infection. He also updated his insurance and address information. He received an electronic message that he would not owe anything for the physical because his employer encourages annual physicals.”

6. Writing Effective Leads: Surprising Statement
Original: “It is important for hospitals to devote the resources necessary to effectively manage their surgical storerooms, which offer many opportunities to improve efficiency and save money. ”

7. Writing Effective Leads: Surprising Statement
Revision: “There’s something wrong with this scenario: Surgical inventories often out-value central storeroom inventories by a 4-to-1 factor. But hospitals tend to invest fewer resources in managing surgical inventories than central storerooms.”

8. Writing Effective Leads: Question
Original: “The current decline in managed care margins from outpatient services challenges hospitals that rely on these revenues to maintain their operating margins.”

9. Writing Effective Leads: Question
Revision: “Are you prepared for a drop in managed care outpatient payment rates?”