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Columbus, Flat Earth, and Healthcare Content Marketing
 

Columbus, Flat Earth, and Healthcare Content Marketing

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Large healthcare organizations are slow to change. Often decisions are made on traditional thinking, even when knowledge, technology, and tools have evolved. Key marketing stakeholders are reluctant ...

Large healthcare organizations are slow to change. Often decisions are made on traditional thinking, even when knowledge, technology, and tools have evolved. Key marketing stakeholders are reluctant to embrace innovative new ways to share health messages with patients and physicians because they are comfortable with their view of the world. Healthcare marketing must evolve.

For generations, explorers believed the world was flat. Fear, uncertainty, and dread suppressed true exploration and discovery. Explorers believed the world was flat, so their world was, indeed, flat.

Content marketers are challenging traditional beliefs and exploring brace new worlds. As a healthcare marketing pioneer, you must be prepared to address the concerns of marketers who do not want to fall off the face of the Earth.

We offer five key questions that will inspire new bold thinking and brave exploration. We will offer tips for navigating dangerous waters and discovering new worlds, relevant to pharmaceutical marketing.

Columbus, the Flat Earth, and the Way to Inspire Change in Large Healthcare Organizations
Written by Buddy Scalera. Designs by Ivan Ruiz. Comic Art by Pat Quinn.
http://www.ochww.com #hcmktng

Presented at Content Marketing World 2013 in Cleveland, OH

Tags: CMWorld, content marketing, content marketing world, healthcare marketing, hcmktng, Flat Earth, content strategy, content marketing strategy, inspiration, inspiring change, content analytics

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  • http://thisgirlisgeek.blogspot.com/2011/10/so-some-of-you-people-have-seen-3rd.html
  • Revolutionary change.Evolutionary change. Bits and pieces of informationClues
  • © Marvel Comics
  • © Marvel Comics
  • http://www.morguefile.com/archive/display/612479
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Photo by Buddy Scalera. © 2013 Buddy Scalera
  • Don’t need a complete fleet.You have enough. Leverage in the right way. KnowledgeLeverage Institutional Knowledge
  • We all want the big winSmall wins are important.Looking for Magic Bullet

Columbus, Flat Earth, and Healthcare Content Marketing Columbus, Flat Earth, and Healthcare Content Marketing Presentation Transcript

  • Columbus, the Flat Earth, and the Way to Inspire Content Marketing in Health Organizations Buddy Scalera SVP Content Strategy & Media
  • #cmworld The Buddyverse Social: twitter.com/MarketingBuddy instagram.com/buddyscalera/ pinterest.com/buddyscalera/ linkedin.com/in/buddyscalera (Google+) bit.ly/buddygplus Web: Work: OCHWW.com Other: Personal: BuddyScalera.com Blog: WordsPicturesWeb.com
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld Some Truth
  • #cmworld
  • #cmworld Kraken Jokes!
  • #cmworld Why Personal Promotion Worked
  • #cmworld Non Personal Promotion
  • #cmworld Non Personal Promotion Personal
  • #cmworld Non Promotion Personal
  • #cmworld Why Non Personal Promotion (Sometimes) Fails
  • #cmworld Brand at the Center of the Universe Dinner meeting Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Brand
  • #cmworld Deliver the Message? Dinner meeting Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Brand Message
  • #cmworld How We Talk to Customers
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld
  • #cmworld Marketing to Top DecilesRXs HCPs
  • #cmworld Marketing to the Top CustomersRXs HCPs
  • #cmworld Opportunities for GrowthRXs HCPs
  • #cmworld Content Marketing Is The Answer
  • #cmworld User Journeys in Healthcare Seeker Considerer Active Solution
  • #cmworld Brand Message Seeker Considerer Active Solution
  • #cmworld Content Content Content Brand Message Seeker Considerer Active Solution
  • #cmworld KPI KPI KPI KPI KPI Measuring the Impact of Content Content Content Content Brand Message Seeker Considerer Active Solution
  • #cmworld 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
  • #cmworld 2.1 2.2 2.3 2.4 2.5Engagement 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
  • #cmworld 3.5Action 2.1 2.2 2.3 2.4 2.5Engagement 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
  • #cmworld SeekerPre-Seeker Evangelism 1.6 2.6 3.6 1.0 2.0 3.5 2.1 2.2 2.3 2.4 2.5 1.1 1.2 1.3 1.4 1.5 KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
  • #cmworld User as Center of the Universe Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Dinner meeting
  • #cmworld Why change is hard
  • #cmworld “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” -Archimedes (287 – 212 BC)
  • #cmworld “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” -Archimedes (287 – 212 BC)
  • #cmworld Think Like Columbus
  • #cmworld *Not historically accurate. Maybe. Think Like Columbus*
  • #cmworld Challenge Thinking
  • #cmworld WIFM: Know Your Audience
  • #cmworld Use What You Have
  • #cmworld Build on Incremental Wins
  • #cmworld Be Careful Out There
  • #cmworld Think Differently Challenge Thinking Built on Incremental Wins WIFM: Know Your Audience Use What You Have Be Careful Out There
  • #cmworld Thank you. Buddy Scalera, Ogilvy CommonHealth Worldwide @MarketingBuddy #cmworld Designs by Ivan Ruiz. Comic art by Pat Quinn.