Healthcare Content is a Conversation: Driving Patient Engagement

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Healthcare Content is a Conversation: Driving Patient Engagement

  1. 1. “Healthcare Content is a Conversation: Driving Patient Engagement” @ahavaL Ahava Leibtag President Aha Media Group, LLC
  2. 2. #cmworld, @ahavaL
  3. 3. #cmworld, @ahavaL
  4. 4. #cmworld, @ahavaL
  5. 5. #cmworld, @ahavaL
  6. 6. #cmworld, @ahavaL
  7. 7. #cmworld, @ahavaL
  8. 8. #cmworld, @ahavaL
  9. 9. FILL A VOID #cmworld, @ahavaL
  10. 10. #cmworld, @ahavaL AND DO IT BETTER THAN OTHERS.
  11. 11. #cmworld, @ahavaL
  12. 12. #cmworld, @ahavaL
  13. 13. #cmworld, @ahavaL
  14. 14. #cmworld, @ahavaL
  15. 15. PEOPLE LOVE TO ENGAGE. #cmworld, @ahavaL
  16. 16. It gives them a sense of belonging. #cmworld, @ahavaL
  17. 17. #cmworld, @ahavaL
  18. 18. #cmworld, @ahavaL
  19. 19. #cmworld, @ahavaL
  20. 20. #cmworld, @ahavaL
  21. 21. #cmworld, @ahavaL
  22. 22. #cmworld, @ahavaL
  23. 23. #cmworld, @ahavaL
  24. 24. #cmworld, @ahavaL
  25. 25. People crave connection. #cmworld, @ahavaL
  26. 26. Transparency. #cmworld, @ahavaL
  27. 27. Today • What is content? • Why do we have such a hard time with content? • 5 Rules You can Use: How can we be better healthcare content marketers and how?
  28. 28. @ahavaL
  29. 29. CONTENT IS A CONVERSATION.
  30. 30. TO WHOM ARE WE TALKING?
  31. 31. WHO ARE WE?
  32. 32. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition
  33. 33. Intimate #cmworld, @ahavaL
  34. 34. Politically Sensitive #cmworld, @ahavaL
  35. 35. Opaque #cmworld, @ahavaL
  36. 36. Dangerous #cmworld, @ahavaL
  37. 37. Requires Definition #cmworld, @ahavaL
  38. 38. #cmworld, @ahavaL
  39. 39. CONTENT REVEALS TO THE WORLD WHO WE ARE.
  40. 40. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS.
  41. 41. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database
  42. 42. Content marketing allows you to sustain the conversation.
  43. 43. Goals of content marketing • Attract: Create content that will draw prospects like bees to a blossoming flower • Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact • Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base • Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
  44. 44. #cmworld, @ahavaL
  45. 45. 5 Rules for Healthcare Content Marketing that Converts
  46. 46. Rule #1: Know the Difference Between Information and Delivery
  47. 47. @ahavaL #UXPA2013
  48. 48. Content Marketing Types • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers
  49. 49. VS. (DON’T GET CONFUSED)
  50. 50. Content Delivery Vehicles • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter
  51. 51. Rule #2: Know Your Audience
  52. 52. #cmworld, @ahavaL
  53. 53. #cmworld, @ahavaL
  54. 54. #cmworld, @ahavaL
  55. 55. #cmworld, @ahavaL
  56. 56. #cmworld, @ahavaL
  57. 57. Rule #3: Define your Brand [Don’t be afraid]
  58. 58. MULTIDISCIPLINARY
  59. 59. COMPLEX
  60. 60. ADVANCED
  61. 61. STATE-OF-THE-ART
  62. 62. WORLD-CLASS
  63. 63. Brené Brown #cmworld, @ahavaL
  64. 64. Stories are data with a soul. #cmworld, @ahavaL
  65. 65. It’s not mobile first. #cmworld, @ahavaL It’s not content first. Stories first. People first.
  66. 66. What makes you different? #cmworld, @ahavaL
  67. 67. #cmworld, @ahavaL
  68. 68. Are you willing to speak human? #cmworld, @ahavaL
  69. 69. #cmworld, @ahavaL
  70. 70. #cmworld, @ahavaL
  71. 71. #cmworld, @ahavaL
  72. 72. WWJD? Are we creating this content for us? Are we creating this content for our audience? #cmworld, @ahavaL
  73. 73. Let’s continue the conversation… #cmworld, @ahavaL www.ahamediagroup.com
  74. 74. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331

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