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Building A Global Brand Through Content Marketing


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This presentation will discuss how the Cleveland Clinic has established itself as one of the premier healthcare brands in the world through innovative and creative content marketing. Paul Matsen will describe how Cleveland Clinic creates distinctive and trusted content to build awareness, reputation and to generate volume. The Cleveland Clinic has been a leader in digital, social and mobile healthcare marketing and employees a unique mix of paid, earned and owned media to build its brand.

Published in: Business
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Building A Global Brand Through Content Marketing

  1. 1. Building a Global BrandThrough Trusted Content Paul G. Matsen February 2013
  2. 2. 4,000 U.S. Hospitals $860 Billion Revenue
  3. 3. Cleveland Clinic | Market Challenges
  4. 4. Surgery Setting 100 80 OUTPATIENT 60% 40 INPATIENT 20 0 1980 1984 1988 1992 1996 2000 2004 2008
  5. 5. Local Competition Cleveland Clinic
  6. 6. National Competition
  7. 7. Low National Awareness35%25%15%5% 2008 2009 2010 2011 2012
  8. 8. Limited Resources
  9. 9. Brand is Important to Prospective PatientsSource: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.
  10. 10. The Alpha Influencer
  11. 11. How do weConnect and Engage?
  12. 12. “we need to make our brand experience – its message, actions and services- TRUSTED, REMARKABLE,UNMISTAKABLE, AND ESSENTIAL.”
  13. 13. 80% Of users seek healthcare information online Pew Internet, 2011
  14. 14. 34% Read someone else’s commentary or experience Pew Internet, 2011
  15. 15. 25% Watched an online video on health or medical issues Pew Internet, 2011
  16. 16. 23%Social network users havefollowed a friend’s personalhealth experiences orupdates online Pew Internet, 2011
  17. 17. Brand PromiseClinical PatientExcellence ExperienceInnovation Wellness
  18. 18. Content StrategyEarned | Paid | Owned
  19. 19. Earned Media
  20. 20. Cleveland Clinic News Service• A dedicated team• Local affiliates in key regional markets & national media outlets• Media can customize for their needs
  21. 21. Thought Leadership
  22. 22. Cleveland Clinic Media Hits 2008-2013 Progressive Chart Total mentions through January 2013 reflect a 9% increase YOY.65,000 58,49455,000 49,018 47,614 42,92545,000 37,43635,00025,00015,000 4,051 5,000-5,000 2008 2009 2010 2011 2012 2013
  23. 23. Paid Media
  24. 24. Content Strategy | PaidSea of Sameness
  25. 25. Be Where the Patients Are Search
  26. 26. Paid Media Digital• Leveraging owned assets ( + landing pages) in display advertising• “Reframed” concept focuses on three content areas: Innovation, Outcomes and Patient Experience with new calls-to-action
  27. 27. Innovation Enthusiast Caregivers
  28. 28. Innovation Enthusiast Robotic Delivery
  29. 29. Service LineIn-Banner Search
  30. 30. Service LinePatient Testimonial
  31. 31. Treatment Seeker Second Opinion
  32. 32. Treatment Seeker Valve Replacement
  33. 33. Owned Media
  34. 34. Digital Ecosystem
  35. 35. 1.3 million subscribers
  36. 36. Social Media Ecosystem
  37. 37. Cleveland Clinic Today iPad App * To be released in FebruaryDaily interactive iPad source for the latest health andwellness tips to read, save, and share from the experts atCleveland Clinic.• Updated Daily with new Health & Wellness Content• Access to Health Hub• Interactive 3D Human Body• Interactive Timeline• Request Appointments• Find a Doctor• Find Locations• Access MyChart
  38. 38. Health Hub• Direct Access to Expert Insight from Cleveland Clinic Doctors
  39. 39. Recent Sources of Cleveland Clinic Awareness (General Population) Recent Sources of Awareness Among Those Aware of Cleveland Clinic: General Population45% Family/Friends30% News Story or TV All Digital Sources* Advertising15% Have NOT heard anything lately Internet search Your doctor Social media0% Q1 09 Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 (n=282) (n=316) (n=324) (n=329) (n=467) (n=490) (n=531) (n=501) (n=498) (n=480) (n=492) (n=483) (n=490) (n=499) (n=502) (n=530) (Asked of Those Aware of Cleveland Clinic): Market Research & In which of the following ways have you recently seen or heard about Analytics l National Cleveland Clinic? Multiple choice from listed responses. Awareness Tracker – Q4 2012 58
  40. 40. The Results• Doubled our web-traffic• 75,000 leads thru search, 2000% ROI• Industry-leading social media and mobile position• Exponential growth in earned media• Double-digit increases in awareness• Strong reputation and preference improvement
  41. 41. Content StrategyEarned | Paid | Owned
  42. 42. Understand yourTarget Customer
  43. 43. Content Creators areAcross Your Organization
  44. 44. Build an IntegratedDigital Ecosystem
  45. 45. Earned Media is Powerful
  46. 46. Experiment and Innovate