Content Marketing for Healthcare [WEBINAR]
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Content Marketing for Healthcare [WEBINAR]

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The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material ...

The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.

In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy

Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/

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  • Content Marketing for HealthcareMarch 28, 2013 – 3:00 p.m. CTThe key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Attend this webinar to learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.In this webinar, you’ll learn how to:Establish a content marketing programUse content marketing in a healthcare environment to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategy
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • Geonetric is a healthcare marketing agencyand software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
  • The Content ConundrumFebruary 21, 2013 – 3:00 p.m. CTEvery organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience. In this webinar, you’ll learn how to:Understand the role content plays on your website and what it takes to make good contentDetermine what content should be written internally and what should be licensedDetermine when content should be written by internal contributors versus professional writersIntegrate health library content into your websiteDevelop engaging provider profiles from your credentialing systemLeverage content that entices repeat visitsCreate a content governance programPresent a single user experienceRegister for The Content Conundrum webinar.
  • I’ve heard of it, but not really doing muchI’ve learned that things we’ve been doing for a long time are content marketing!My organization has started doing CM and is looking to do moreWe’re excellent at CM, but I like to see what other organizations are doing
  • Last month – top trendsNext month – One of the key elements in inbound marketing - content marketing. Using content to win friends and influence people. (will touch on this just a little today as well)Today – content sourcing. Where do you get it/how do you use it/how do you maintain it. (The value of licensed/syndicated content, how to develop a content development competency, etc.)NOT writing for the web – have no fear, we did that around Nov last year, see the archive.
  • Start with a short example, something that grabs attention
  • When you buy a TV ad or a magazine ad, do you get a relationship with the consumer? No. You’re leveraging the relationship that the content producer/publisher has with the audience. Living off the goodwill and credibility and interest that they’ve created. You interrupt that experience.CM makes you the publisher. Owned media vs. Paid. You create the content that builds awareness, affection and trust. You produce the interesting and relevant parts in the form of case studies, articles, blog posts, pamphlets...The only thing that makes you different from a traditional publisher is in how you make money. You’re note (generally) selling the content and you’re not charging advertisers to inject their stuff into the experience you’ve created. You monetize in other ways.
  • We see what we’ve done in this space in the past and say, we’ve got it, but that’s just scratching the surface. Shotgun. Little looking to timing, to demographics or sociographics. Pushing through single channels. No analytics (or no meaningful analytics, i.e. can’t adapt the process or change things or improve in meaningful ways)
  • John Deere has sent our a magazine for more than 100 years. Teaching farmers to farm better. Do you think ROI?...and ROI (awareness, affection and trust)
  • Right off the bat, we need to get something out of the way…(not you personally, of course...you're fascinating...)People very rarely care. They'd rather not think about hospitals and doctors. They're perfectly happy, eager even, to talk about what ails them, or the things that they're worried about with a family member.
  • Most marketing that I see are some variation on "look how awesome we are!" Case studies the same, look at our awards...I see hospitals doing campaigns around awards they’ve won. There is nothing wrong with award programs – the good ones are great for internal motivation, and winners are genuinely providing better care, better experiences, lower cost, etc. Some are great for people in the field (recruiting nurses – magnet is good). But marketing this is mostly about explaining why this award has merit and what it means.
  • Don’t get hung up on the rules or definitions. Heck, some bits of this may not feel like content marketing. The best content marketing sometimes requires you to create something around which you create content. Stratos for example.This is a mashup. Some people are going to talk about rules and truisms, but there aren’t any.
  • Except maybe this rule…Random content production is not CM.There should be intent here.I’m sure there’s a place for broad-based “branding efforts” but not here. This is about focus and audiences and needs.
  • Patient ed events are often death by ppt as delivered by a medical pro.St. Vincents in Jacksonville, FL, Lady’s Night Out (LNO)
  • Needs to be original content!
  • Colonoscopy or $99 heart screening vs. robotic gall bladder surgery
  • Teaser infographicPicture quotes
  • Should I put it on FB or Pinterest? Bing or Google?
  • Special URLs, campaign codes, trackable phone numbers
  • Building a list?Capturing info to map to billing db?Actually facilitating your goal
  • People coming from the old world – write it out. Can’t win that battle? Bring in the data.
  • This is, in fact my job. Not a great photo.So – final question, how much to invest in this? I can only tell you what we do. In a company of 70 people ~75% of one VP is CM. We have marketing writer for our own stuff that does a lot of CM. The blog is team written plus time to coordinate. We do 2 email newsletters a month (clients and the rest of the world). A webinar a month for the world and another just for clients. 4-5 Whitepapers a year. Publish 6-10 articles a year and I’m speaking at conferences and for associations at least once a month. Plus social media and on and on. Trust me, our marketing budget is a drop in the bucket, but we’re out there in a big way and this is the way that we do it.
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/content-marketing/
  • Companion Whitepaper
  • Content Marketing for HealthcareMarch 28, 2013 – 3:00 p.m. CTThe key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Attend this webinar to learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.In this webinar, you’ll learn how to:Establish a content marketing programUse content marketing in a healthcare environment to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategy
  • Questions: Having issues with physician buy-in of licensed health libraryCan we use the images and video from a health library in our own pages?

Content Marketing for Healthcare [WEBINAR] Content Marketing for Healthcare [WEBINAR] Presentation Transcript

  • Content Marketing for Healthcare BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
  • Webinar Information • Webinar lasts one hour • Enter questions at any time • Recording will be posted on geonetric.com/webinars within 24 hours • Please mute your phones • Please take the post-webinar survey which will appear at the conclusion of the webinar • Follow along on Twitter using the #GeoLive hashtag
  • Geonetric Clients
  • About Geonetric Geonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
  • Get Our New Whitepaper! Request your free copy!
  • Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo.
  • Content Marketing for Healthcare BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
  • POLL: In Terms of Content Marketing…
  • JANUARY Top Five Content Trends for 2013 FEBRUARY The Content Conundrum MARCH Content Marketing for Healthcare
  • Why Sponsor a Space Jump?
  • Content marketing is becoming the publisher rather than the advertiser.
  • This is Content Marketing!
  • This Barely Scratches the Surface
  • Benefits of Content Marketing • Public trust • Engaged prospects • Happier clients
  • A Few Fundamentals
  • It’s Time for Us All to Admit Something... You're just not that interesting.
  • Stop Talking About Yourself… And start talking about potential patients’ interests.
  • Don’t Get Hung Up on the Rules
  • Start with the End in Mind
  • The “Content” in Content Marketing
  • The “Content” in Content Marketing • Blogs • Magazines • Podcasts • Pamphlets • Videos • Infomercials • Whitepapers • TV news spots • eBooks • Ask the doc newspaper column • Infographics • Social media • Webinars • Events (sometimes)
  • “Fundamentally, it's not just about content, it's about identity, relationships and content.” - Amit Singhal, Google Fellow
  • “You need to be exceptional, inspirational, unique, cre dible, fun, beneficial to share, don't get obsessed with relevance (relevance to audience is very important, but to product, not so much).” - Rand Fishkin, CEO of SEOMoz
  • LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness Event LNO Breast Cancer Event
  • Creating the Right Content
  • Editorial Calendar • Daily - Tweet • Weekly - Blog • Monthly – Webinar or in-person event • Quarterly – Research report or major whitepaper
  • Map Content to the Consumer Buying Cycle Awareness Retention Evaluation Purchase
  • Or, In Healthcare Terms… Source: The Advisory Board Oncology Roundtable report: Inside the Mind of the Cancer Patient Uncovering Patient Preferences to Guide Cancer Program Investment
  • Simpler – Weight Loss Surgery Research options Evaluate programs Evaluations and approvals Surgery Postprocedure recovery
  • Research Options
  • The “Marketing” in Content Marketing
  • Match Marketing Approach to Situation • Push campaigns – Demand generation – Elective procedures • Ongoing efforts – Acute issues
  • Newsjacking
  • Be the Trusted Resource at the Right Moment
  • Match Marketing to the Channel
  • How Do You Know Which Channel is the Right Channel?
  • Call CKHS-GI1 TV Search engines + keywords Direct via home page Advertised URL CRM
  • Pressure to Defend Value Tracked Value Here Direct URL Home page Online conversion PPC Interior page Tracked phone # Social media Landing page Departure / Untracked phone # Search engine Vanity URL Most Visits Here
  • Make an Offer • This is how you make the goal relevant
  • Redesigned Form Based on Analytics
  • Pulling it Together
  • Get Our New Whitepaper! Download…
  • TWEET IT: #GEOLIVE Questions? • To learn more: – Contact us – 800.589.1171 – Bryan.Fentress@Geonetric.com • Visit our website: – www.geonetric.com • Connect with us – @geonetric
  • The Content Marketing for Healthcare Video Watch the Video Interested in viewing the original Content Marketing for Healthcare webinar? Now you can! Visit our webinar page to watch the recording, listen to an .mp3 or download the .pdf slide deck for the webinar. Watch the Content Marketing for Healthcare webinar!
  • New White Paper Available Get to the Point: Web Writing for Healthcare You know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web. Request your free copy!
  • Next Month’s Webinar Translating Site Data into Action April 18 - 3:00 p.m. CT Do you have a good understanding of what’s happening with your online efforts? Are you getting value from your analytics? Most organizations aren’t and it’s not for lack of data. From Google Analytics to pay-per-click, the amount of data available about your hospital’s Web presence is staggering. Lots of numbers – but not enough insight. Attend this webinar to learn how to measure the success of your online efforts. We’ll help you translate all that data into actionable plans.
  • Thank You