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Content Marketing Rules for Healthcare Organizations

6- part Webinar series: The New Rules of Digital Marketing for Medical & Healthcare Organizations.

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Content Marketing Rules for Healthcare Organizations

  1. 1. Melanie Merrifield Senior Content Strategist, AIS Media Presented by
  2. 2. Featured Clients
  3. 3. Founded 1997 Award-winning digital agency Clients - growing companies, leading brands, Fortune 500 Key industries - Healthcare, Financial, Technology QUICK FACTS Atlanta, GA Dallas, TX
  4. 4. SOCIAL PR CRM & MA ANALYTICS SEARCH CONTENT DESIGN EMAIL
  5. 5. SOCIAL CRM & MA ANALYTICS EMAIL DESIGN SEARCH PR CONTENT
  6. 6. THE NEW RULES Content Marketing
  7. 7. Today’s Discussion Content Marketing 1. Definition 2. Evolution 3. Importance 4. The Triad 5. Strategy 6. Application
  8. 8. Content Marketing is Booming! 44 Billion Dollar Industry Spending On the Rise
  9. 9. Increase Remain the Same Unsure Significantly Increase Decrease B2C Content Marketing Spending (over next 12 months)
  10. 10. Google’s Panda algorithm is designed to prevent sites with poor quality content from working their way into Google’s top search results. May 20, 2014
  11. 11. What the heck is content marketing?
  12. 12. ANSWER: Customer-centric, digital information that creates or builds engagement with your brand. Communication you feel will add value.  Multiple Digital Channels  Various Formats  Original  Reposted
  13. 13. Awareness Consideration Decision CommitmentLevel Videos Quizzes & Widgets Ratings & Reviews Trend Reports Live Events Demo Videos Interactive Videos Calculators eBooks & Guides eNewsletters Testimonials Analyst Reports Case Studies Whitepapers Feature Guides InfographicsArticles Webinars Curated List Possible Solution Interest Researching Options Evaluating Products Narrowing Field Social Vetting Negotiation Decision Deliver the right content through the right channel at the right time – in the right format.
  14. 14. Let’s Break It Down:  More Listening, Less Selling  Long Term Strategy  Create Patient Preference, Not A Sale
  15. 15. The Evolution
  16. 16. Evolution of Content Marketing 1960’s PR 1980’s Retention / Loyalty Marketing 2000’s Marketing Automation
  17. 17. The Phenomenon
  18. 18. Good quality content that’s useful to searchers saw huge gains in traffic thanks to Panda 4.0. 2 of the Top 10 Winners & Percentage of Traffic Gained: emedicinehealth.com > 500 % medterms.com > 500 %
  19. 19. Content Marketing Use by Healthcare Organizations • American Diabetes Association • Boston Children’s Hospital • Children’s Hospital of Philadelphia • Cleveland Clinic • National Institutes of Health NIH • New York Presbyterian Hospital • Stanford Hospital & Clinics • Strike Out Cancer Now Powered By Cancer Treatment Centers of America • The American Heart Association • University of Pittsburg Medical Center • University of Texas MD Anderson Cancer Center • WebMD
  20. 20. Content marketing costs 62% less than traditional marketing & generates approximately 3X as many leads.
  21. 21. 90% of consumers find custom content useful Custom Content Council 70% of consumers prefer getting to know a company via articles over ads. Content Marketing Institute 78% believe organizations providing custom content are interested in building good relationships with them. Custom Content Council
  22. 22. Importance in Healthcare
  23. 23. Healthcare marketing is at least 2 years behind most industries…
  24. 24. What Does Content Marketing Look Like in Healthcare?
  25. 25. 0 10 20 30 40 50 60 70 In-House Only Outsourced Only Both Healthcare All Insourcing vs. Outsourcing of Healthcare Content Creation
  26. 26.  HIPPA compliance-approved content  Reposting saves time  Surrounds the practice with added authority  Simplifies production  Inclusion of brand names can lift awareness
  27. 27. 43% of healthcare marketers plan to increase their content marketing spend over the next 12 months, compared to 54% for all industries. Content Marketing World Health Summit
  28. 28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All Medium/Large (=>$500M) Small (<$500M) Pharma Devices Biotech Increase Same Decrease Change in Marketing Budgets for US Healthcare Companies in 2014 (by type)
  29. 29. Your Healthcare Organization Needs Relevant Content Sources: 1. Reposting / Sharing 2. Original Content 3. Outsourcing Counts
  30. 30. Content Marketing Triad
  31. 31. The Content Marketing Triad: Personas Target Audience Calendar How Often You’ll Publish Format Print, Video, Infographic…
  32. 32. 3340 Peachtree Road NE Suite 750 Atlanta, GA 30326 | www.aismedia.com | 404.751.1043 | @AISMedia 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 SocialMedia–OtherthanBlogs ArticlesonYourWebsite eNewsletters Blogs CaseStudies Videos ArticlesfromotherWebsites WhitePapers OnlinePresentations Webinars/Webcasts Infographics Microsites MobileContent MobileApps Podcasts *Source: North America: Content Marketing Institute/Marketing Profs (2014) Healthcare Content Marketing Usage (by tactic)
  33. 33. Content Strategy
  34. 34. Steps to Defining Your Content Strategy: 1. Defining Personas 2. The Patient Journey 3. Determine Frequency
  35. 35. • Demographics • Service line • Lifestyle • Education 1.Build Your Patient Personas • Health needs and interests • Technology involvement • Patient life circumstances • And more…
  36. 36. Finally Ready He/she has waited a lifetime to address a specific body feature like a nose or jawline. May view elective surgery as a major milestone. Is willing to undergo discomfort for the desired outcome. Wants to believe now is the best time to act, if price allows. Interest level: Low Psychographic: This is my time Role: Decision maker with lesser means, spends wisely Plastic Surgery Personas at a Glance Forever Young 35+ adult striving to look her best. See cosmetic procedures as a necessary part of aging. Wants effective procedures for long-term effect, with minimal discomfort. Price is inconsequential. Interest level: High Psychographic: Age is the enemy Role: Decision maker with means My Best Self Require surgical procedures following medical procedure such as mastectomy. Seeks to regain or improve pre-diagnosis appearance. Balances desire to proceed with treatment fatigue. Emotionally fragile; needs encouragement and support. Interest level: Medium Psychographic: Reconstruction is part of emotional healing. Role: Decision maker with means, insurance issues
  37. 37. Define The Patient Journey2.72% of Internet users say they looked online for health information within the past year. 59% adults have looked online for health information in the past year 39% have used the internet to try to figure out what medical condition they or another may have. “online diagnosers” 53% online diagnosers talked with a clinician about what they found online 41% online diagnosers had their condition confirmed by a clinician Pew Research Center
  38. 38. Leverage the benefit of blogs or case studies that incorporate the stories of real patients. 16% online health seekers, in the past year, tried to find others who might share the same health concerns 30% internet users have consulted online reviews or rankings of health care services or treatments 26% internet users, in the past year, have read or watched someone else’s experience about health or medical issues Pew Research Center
  39. 39. Content Can Support Patient Choice
  40. 40. Frequency: How often you publish. Get yourself or your team on a schedule. Why?  Google looks for fresh content  You’ll rank in search  Traffic to your site = More leads!!! 3.Determine Your Frequency
  41. 41. Rules for Healthcare Marketers
  42. 42. Key Takeaways: 1. Share information, not medical advice 2. Start with your target personas 3. Write for your patients 4. Work on your timing 5. Plan ahead 6. Mix your formats 7. Be realistic about resources 8. Get started
  43. 43. Watch All Of Our Webinars In This Series  Smarter SEO (organic and paid)  Must-open E-mails  Compelling Content  High-impact, Responsive Website Design  Accountable Strategies for Higher ROI  And much more… AIS Media, Inc. 3340 Peachtree Rd, Suite 750 Atlanta, GA 30326 (404) 751-1043 WEBINAR SERIES Digital Marketing for Healthcare Professionals | Education & Events Schedule Your FREE Digital Marketing Consultation

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