#CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing
 

#CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing

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Join our #CMWorld twitter chats! Every Tuesday at noon Eastern, culminating at our big event, Content Marketing World, in Cleveland, Ohio. Still time to register - September 9-12, 2013. ...

Join our #CMWorld twitter chats! Every Tuesday at noon Eastern, culminating at our big event, Content Marketing World, in Cleveland, Ohio. Still time to register - September 9-12, 2013. www.contentmarketingworld.com. This week's chat was with Chris Seper from MedCity News, discussing healthcare content marketing.

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#CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing #CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing Presentation Transcript

  • #CMWorld HEALTHCARE CONTENT MARKETING TWITTER CHAT Featuring MedCity Media’s Chris Seper @ChrisSeper and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q1: Let’s get started! What is the biggest difference between healthcare content marketing and other industries? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat I just don’t see the direct and hard ROI in other fields. And, of course, good healthcare content means healthier people. #bigdeal #cmworld @chrisseper Regulations are used by bad marketers to avoid getting things done. Lots of opportunities if you want to find a way. @JoePulizzi #cmworld @chrisseper A1 it has a compliance aspect (like FiSvc) but can have a great service journalism component too #cmworld @SFerika In other sectors you have agencies being built. In healthcare you have tech companies & beyond that integrate content marketing. #cmworld @chrisseper
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q2: How can healthcare companies mine their heavily-regulated customer data to provide stories and content? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat This isn’t meant to sound trite, but it’s direct: Patients want to tell their stories. Ask them. #cmworld @chrisseper #cmworld But let’s go beyond that. FORGET the regulated data (jump over it). Go to social media @chrisseper A2: Think like journalists. No shortage of healthcare content in the news. Always someone willing to tell a great healthcare story #CMWorld @SamBrennand Patients are sharing their stories on YouTube, Twitter, Pinterest & beyond. They want to share. #cmworld #hcmktg #hcsm @chrisseper
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q3: Healthcare content marketing doesn’t always need to be digital; in fact print is alive in industry. What are good examples? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Good content? I have also loved what Blue Shield, Kaiser, Stanford and Cedars-Sinai do - give me info I can use. #cmworld @SusynEliseDuris A3: Vim and Vigor Magazine (http://t.co/wGOPnP28fy) is a great example of print in the healthcare industry #CMWorld @lucasmillerwsu Even though it’s a more traditional media model, WebMD magazine is a great print + digital model for follow #cmworld @JoePulizzi A3 I’ve loved the Kaiser Permanente team’s Thrive content which has crossed all comm channels, not just digital #CMworld @SFerika
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q4: Does your content marketing team have both a B2B plan as well as a B2C plan? How do they work together? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Consumers weren’t really customers in the payment sense. That was gov’t & providers. But now patients truly matter. Need more. #cmworld @chrisseper But I think B2B and B2C marketing will always be separate. #hcmktg demands very specific messages and they don’t cross. #cmworld @chrisseper Companies like Invacare need to have both B2B and B2C content strategies. Very challenging. #cmworld @JoePulizzi @chrisseper Exactly! Many healthcare companies are just beginning to get the direct to consumers messaging and media in place #CMWorld @jenkobylar
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q5: What healthcare companies are doing content marketing right? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Cleveland Clinic’s health hub is a great model http://t.co/bRyXjag6aJ. Is becoming the center of their patient marketing #cmworld @JoePulizzi Doing right: @everydayhealth, @kidshealth, @clevelandclinic, @mayoclinic, @stjude, @xerox, @medtronic & @myUHC #cmworld @chrisseper @ColleenWeston small practices doing it right include St. Agnes hospital in Baltimore. Their print newsletter is worth gold. #cmworld @predsicker Stanford, Blue Shield, Kaiser, Cedars-Sinai are among the leading healthcare companies doing content marketing right. #cmworld @CMIContent @DebLoggia
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q6: Mobile apps are popping up in the healthcare industry. What are good uses of healthcare apps for content marketing? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Wellness. Wellness. Medical adherence. Wellness. Wellness and wellness. @CMIContent #cmworld @chrisseper @itriage a powerful app. Also, most payers - UnitedHealth, Humana, Aetna, etc. - are smartly leveraging content. #cmworld @chrisseper Hospitals need a good waiting room app like @GreatClips or like Charmin’s Sit or Squat http://t.co/cmZTAd9lbi #cmworld @JoePulizzi A6: mobile apps will be hard for healthcare mkting. The market is being flooded w/ truly useful wellness apps from insurance co.s #CMWorld @consected Seen too many healthcare apps on the market. Very few with truly awesome value, me thinks. #cmworld @predsicker
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q7: Do healthcare marketers need special precaution when creating content as to not replace the advice for medical professionals? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat A7: I think healthcare orgs SHOULD try to replace other content become THE information experts - hire doctors to create content #cmworld @JoePulizzi A7. Challenge with using docs for content if their time. Hard for them to write. HOWEVER, content marketers can ghostwrite. #hcmktg #cmworld @chrisseper A7: Ideal scenario for #hcmktg content producers => Chief Medical Officers and legal review in approval cycle #cmworld @SusanDElia A7: Our rule was that all content was produced by doctors, the editor was used to make it more readable/understandable #cmworld @NenadSenic
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q8: Healthcare companies are traditionally large. What is the best way to get buy-in in this complex org? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat A8. Show them their peers are doing it!! http://t.co/WBolxjonX1 @CMIContent #cmworld @chrisseper A8: I think @chrisseper is right...now focus is on getting more patients (since the revenue model changed). Tie content to that. #cmworld @JoePulizzi Q8. I’ve found LinkedIn discussions to be a good place to build r/ships with healthcare folks. Good way to get buy in. #cmworld @predsicker Find out the difference between those that subscribe to your content and those that don’t. Should be telling... #cmworld @JoePulizzi
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q9: Where is pharma when it comes to content marketing? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat A9. Pharma is largely trapped - both by regulation and by fear. Rely on 3rd parties for extra buzz. #cmworld @chrisseper AstraZeneca doing some great work on the research side http://t.co/ rBWvmK1sGH w/ Partnerships #cmworld @JoePulizzi A9. Whole pharma sales world is also changing. Content marketers should find a place in a pharma closed loop marketing system. #cmworld @chrisseper A9. Pharma also about HYPER targeting key docs. They pay big money, but for specific people. You gotta have them. #cmworld @chrisseper
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Q10: What is the top thing healthcare content marketers need to improve on or learn when it comes to social media? #CMWorld
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat A10: Getting leaders involved in social media is critical. You see so few stars when it comes to healthcare. #cmworld @JoePulizzi A10. What I hear most is that healthcare content marketers need to understand their concerns about compliance and engagement risk. #cmworld @predsicker A10. Social media is moving very fast. More sites, segmentation. Google+ coming FAST! #cmworld @chrisseper A10. Must answer this question: What are your org’s goals. How does social meet it? Where do you put your time & effort. #cmworld @chrisseper
  • #CMWorld • contentmarketingworld.com Healthcare Content Marketing #CMWorld • Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. • July 2: Content Strategy with Michael Brenner @brennermichael • July 9: Search and Social with Lee Odden @leeodden • July 16: Financial Content Marketing with Mitch Joel @mitchjoel • July 23: Social Media Marketing with Joe Chernov @jchernov • July 30: B2B Content Marketing with Ardath Albee @ardath421 • August 6: Small Business Content Marketing with Brian Clark @copyblogger • August 13: Multi-Channel Marketing with Andrew Davis @tpldrew • August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats Learn more about content marketing for the healthcare industry at the Content Marketing World Health Summit in Cleveland, Ohio on September 12. CLICK HERE FOR MORE INFO!