[Case Study] Harnessing Engaging Content for a Richer Customer Experience with Sanna Yoder, Mayo Clinic

1. ©2017 MFMER | slide-1
2. ©2017 MFMER | slide-2 The Mayo Clinic Mobile App Harnessing Content for a Richer Customer Experience
3. ©2017 MFMER | slide-3 The Mayo Clinic app: health care on the go
4. ©2017 MFMER | slide-4 The mobile front page: Mayo Clinic Today • Connect users to the hearts and minds of our experts. • Empower consumers with actionable content. • Drive brand preference. • Inspire users to choose Mayo Clinic.
5. ©2017 MFMER | slide-5 Embracing content marketing “Content is the emotional and informational bridge between commerce and consumer... It requires people who care …not just what it can do for revenue, but rather how it helps people live their lives.” Jay Baer, Convince and Convert
6. ©2017 MFMER | slide-6 • Appointment requests up 22% after TODAY launched. • Average session duration increased by nearly 1 1/2 minutes since content feature made more prominent. • Content notifications spur 10% more TODAY users and 2.3% more appointment request views. • 1 million+ app downloads. Content works!
7. ©2017 MFMER | slide-7 10 big and little things we’ve learned that could make mobile content [marketing] work for you
8. ©2017 MFMER | slide-8 #1 Know your user’s journey (and more important, where you can help) Wellness & Prevention Managing a Condition Self Diagnosing & Treating Visiting Mayo Clinic Seeking Care Making an Appointment Getting a Diagnosis Getting Treatment & Recovering
9. ©2017 MFMER | slide-9 Original mobile content Health information library BooksNewsletters Diseases and conditions content #2 Cast a wide net News Network
10. ©2017 MFMER | slide-10 #3 Think beyond the easy click Our 60:40 rule • Engaging many … Serving an important few The sweet spotFill the funnel Strategic priorities
11. ©2017 MFMER | slide-11 #4 Invest in exquisite writing… • What can you (and only you) add to the conversation? • Reflect your brand and even your physical space. • Embrace a more intimate mobile voice. • Stretch for the right headline.
12. ©2017 MFMER | slide-12 • Lean into fresh content types. • Think video, tips, demonstrations. • Develop style guides. • Find efficiencies with volume. #5 Remember that mobile is visual
13. ©2017 MFMER | slide-13 #6 Humanize your experts
14. ©2017 MFMER | slide-14 • Ontology rules feed health information library content. • Ingenious team-built scheduling tool automates each day’s content experience. #7 Let smart technology free you to be a content strategist
15. ©2017 MFMER | slide-15 Re-engaging works • Resurface your value prop. • Play to seasons or the news cycle. • Cement your relevance. • Create a dynamic learning cycle. #8 Harness notifications
16. ©2017 MFMER | slide-16 #9 Share your assets (and amplify!)
17. ©2017 MFMER | slide-17 • What are they tapping on? • How long are they staying? • How are they engaging? (views/favorites+shares) • What are their questions in the app store? • What are their most common search terms? #10 Listen to your users and learn
18. ©2017 MFMER | slide-18 The rational brain is not good at being rational. What it’s good at is rationalizing what the emotional brain has already decided. Baba Shiv, Sanwa Bank Professor of Marketing Stanford University Graduate School of Business #Bonus
19. ©2017 MFMER | slide-19 Questions! Sanna Yoder Senior Editor Mayo Clinic Connected Care Mobile yoder.sanna@mayo.edu @sannayoder

Editor's Notes

It’s great to be in the midst of so many people who think about content and who think about content

...as something to managed...as something strategic..as something that can help meet business goals.

Hasn't always been that way in my long and storied career.

Content ... as a tool .. as service.

I have seen it time and again-- that if we do it right, content focused on what our customers…our patients need ... can help them live their best lives or meet their most important goals.

And in fact transform the meaning of “SERVICE” as it connects us authentically to our most valuable people -- our patients, our customers -- but also help prospects decide for us.

I get to share the story of what happened when content for the purpose of engaging and inspiring customers AND prospects became front and center in the Mayo Clinic app "customer service center."
Not first, but CEO started this 7 years ago.

Customer service in your pocket.

Time to pioneer features and functionality and learn

Appointments

Labs and x-rays Pretty spectacular x-ray

Search on symptoms, health questions.

These are “technical resources” in our world of health care.

Team vision …BEFORE AND AFTER they become patients.

Content in “service” of our patients and potential patients.
Mayo Clinic TODAY was born
When we launched this rich content feature called Mayo Clinic Today.

Suddenly our service center was about more than patient service.

Source of information… inspiration …. motivation for healthy actions.

And – just as important –brand ambassador – another connecting point to help us reach our marketing goals.
What our app team envisioned was something more and more of us in the content world have come to call “Content Marketing.”

I love this definition from content marketing guru Jay Baer.

READ

What happens when you turn product information, technical specs, customer service content …. Into something powerful for the people you serve.
How has the content marketing proposition worked?

Success story. Connecting with patients and consumers with practical, actionable content.

8 to 12% of all app visits involve at least brief view of our content feed.

1.5 million app downloads > marketing campaigns content assets.

3% reach this goal.
So... let us share with you 10 big and little things that could make mobile content work for you.

Have I gotten your attention?

This invitation cleverly employs one of the devices that we’ve found STILL works really well to engage readers in your . THE LISTICLE.
Deep bench in user research

Episodes and moments – not a widget – fears and anxieties.

BLUE episode and moments with the ripest potential for content …. Specific but relevant to many

GREY more personal … specific but relevant to the individual. OTHER PLACES IN THE APP for that content.
Where are content and expertise hiding?

DOT-ORG Ontology strategy > qualifying content mobile-optimized.

News Network > Up to the minute, newsworthy content. Tags .RSS feed with – no curation needed.

Mayo Clinic Health Letter and Books > lifted/edited/relabeled – mobile-optimized.

Our own, original content – with an emphasis on building our stores of visual assets.
Jazzed by payoff of a huge spike in clicks >> WEIGHT LOSS

Our mission >> serve serious and complex conditions.

Taps, views, shares, favorites vs. long tail of specific health needs.
Content hands-off. …Automatic logic …. Content mills

Powerful, engaging– even delightful – writing is the best way to differentiate

What makes you unique? What does it feel like to interact with your products and services? … or with your people? How to bring that into your content space? Mayo = warm, authoritative, expert.

Another article about cholesterol? OR “how to be a friend to someone with cancer.” Unique perspective. Insider. Another article about How to stay hydrated when you work out? Or Subtle “insider” from sports medicine experts?
When your audience is mobile, they’re on the move.

Visual captures. Make sure your content catalog reflects this.

Tips
Quotes
Recipes
Fitness videos
Video shorts
A type we call videographics.

RECIPES PERFORM

Doesn’t have to be high-ticket.

TEMPLATE. Employ stock imagery. Use your experts. Line up studio production. Find producers who understand high-volume production.

40, 50 or even 100 titles at a time moving through approvals and production efficiently.
It can be daunting. BUT

Experts don’t need be on camera or even directly quoted.

Do your own research and then allow an expert to review and layer on and add an expert name.

Use experts as models…use their inspiring words.

Quotes are some of our most-shared and valued content. “I think of quotes as mini-instruction manuals for the soul.” And one 30-minute interview yields 10 to 15 hard-working pieces of content!

Voices of customers. Weave in stories of patients and “champions” – again mining what’s already there. Mayo Clinic Online Patient Communities.
Powerful

Relevance

Thanksgiving week .... reasons to be grateful. how to set weight loss goals.

Time of day?
Frequency
Voice
Mobile-first assets make excellent social posting fodder, where real people interact with the inspiration.

They also make great assets for digital ad campaigns.

Create a loop where everybody wins by promoting your digital service center in the very assets you create

And then share, share, share.
“TOP POCs” and how we’ve responded.

Headline types

Video engagement – one type reaches 80% retention -- the other hovers bewteen 30 and 50?

What we learned from app store users: If I’m a patient, take me to the patient tab first.

Most common search terms and how we’ve responded. Lupus … Diabetes … A-fib
I hope I’ve convinced about the value of serving your most important customers and prospects with content that

connects emotionally,
satisfies curiosity,
that motivates…
that inspires….. Because that’s the best way to drive the decisions you most hope for.

[Case Study] Harnessing Engaging Content for a Richer Customer Experience with Sanna Yoder, Mayo Clinic

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[Case Study] Harnessing Engaging Content for a Richer Customer Experience with Sanna Yoder, Mayo Clinic

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