Healthcare Content is a Conversation: Driving Patient Engagement

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  • 1. “Healthcare Content is a Conversation: Driving Patient Engagement” @ahavaL Ahava Leibtag President Aha Media Group, LLC
  • 2. #cmworld, @ahavaL
  • 3. #cmworld, @ahavaL
  • 4. #cmworld, @ahavaL
  • 5. #cmworld, @ahavaL
  • 6. #cmworld, @ahavaL
  • 7. #cmworld, @ahavaL
  • 8. #cmworld, @ahavaL
  • 9. FILL A VOID #cmworld, @ahavaL
  • 10. #cmworld, @ahavaL AND DO IT BETTER THAN OTHERS.
  • 11. #cmworld, @ahavaL
  • 12. #cmworld, @ahavaL
  • 13. #cmworld, @ahavaL
  • 14. #cmworld, @ahavaL
  • 15. PEOPLE LOVE TO ENGAGE. #cmworld, @ahavaL
  • 16. It gives them a sense of belonging. #cmworld, @ahavaL
  • 17. #cmworld, @ahavaL
  • 18. #cmworld, @ahavaL
  • 19. #cmworld, @ahavaL
  • 20. #cmworld, @ahavaL
  • 21. #cmworld, @ahavaL
  • 22. #cmworld, @ahavaL
  • 23. #cmworld, @ahavaL
  • 24. #cmworld, @ahavaL
  • 25. People crave connection. #cmworld, @ahavaL
  • 26. Transparency. #cmworld, @ahavaL
  • 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. @ahavaL
  • 29. CONTENT IS A CONVERSATION.
  • 30. TO WHOM ARE WE TALKING?
  • 31. WHO ARE WE?
  • 32. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition
  • 33. Intimate #cmworld, @ahavaL
  • 34. Politically Sensitive #cmworld, @ahavaL
  • 35. Opaque #cmworld, @ahavaL
  • 36. Dangerous #cmworld, @ahavaL
  • 37. Requires Definition #cmworld, @ahavaL
  • 38. #cmworld, @ahavaL
  • 39. CONTENT REVEALS TO THE WORLD WHO WE ARE.
  • 40. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS.
  • 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. Content marketing allows you to sustain the conversation.
  • 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. #cmworld, @ahavaL
  • 45. 5 Rules for Healthcare Content Marketing that Converts
  • 46. Rule #1: Know the Difference Between Information and Delivery
  • 47. @ahavaL #UXPA2013
  • 48. Content Marketing Types • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers
  • 49. VS. (DON’T GET CONFUSED)
  • 50. Content Delivery Vehicles • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter
  • 51. Rule #2: Know Your Audience
  • 52. #cmworld, @ahavaL
  • 53. #cmworld, @ahavaL
  • 54. #cmworld, @ahavaL
  • 55. #cmworld, @ahavaL
  • 56. #cmworld, @ahavaL
  • 57. Rule #3: Define your Brand [Don’t be afraid]
  • 58. MULTIDISCIPLINARY
  • 59. COMPLEX
  • 60. ADVANCED
  • 61. STATE-OF-THE-ART
  • 62. WORLD-CLASS
  • 63. Brené Brown #cmworld, @ahavaL
  • 64. Stories are data with a soul. #cmworld, @ahavaL
  • 65. It’s not mobile first. #cmworld, @ahavaL It’s not content first. Stories first. People first.
  • 66. What makes you different? #cmworld, @ahavaL
  • 67. #cmworld, @ahavaL
  • 68. Are you willing to speak human? #cmworld, @ahavaL
  • 69. #cmworld, @ahavaL
  • 70. #cmworld, @ahavaL
  • 71. #cmworld, @ahavaL
  • 72. WWJD? Are we creating this content for us? Are we creating this content for our audience? #cmworld, @ahavaL
  • 73. Let’s continue the conversation… #cmworld, @ahavaL www.ahamediagroup.com
  • 74. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331