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Samara Kitchener's (House of Kitch Communications) presentation at Mumbrella's Health & Wellness Marketing Summit.

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Samara Kitchener, Founder & Director at House of Kitch Communications, presented on The Science and Strategy of Evidence-Based Content - From Making to Marketing and Measuring Impact at Mumbrella's Health & Wellness Marketing Summit.

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Samara Kitchener's (House of Kitch Communications) presentation at Mumbrella's Health & Wellness Marketing Summit.

  1. 1. MAKING HEALTHY IDEAS HAPPEN THE SCIENCE AND STRATEGY OF EVIDENCE BASED CONTENT
  2. 2. WHY HOW WHAT WHY WE DO WHAT WE DO People generally have a hard time with change, even when it is good for them. Our purpose is to inspire people to embrace change so they can be their best and drive positive changes in the world. HOW WE DO THIS • Articulating a vision that people want to be part of • Making the complex simple; making the intangible tangible • Understanding human behaviour and how to inspire change • Bringing peopleon the change journey WHAT WE DO • Bring a strategic approach to communications to inspire change • Solve problems creatively, drive behaviour change, achieve influencer support andshift perceptions • Bring vision to life through disruptive communication effects, story telling, and partner engagement OUR PURPOSE & ROLE OF CONTENT
  3. 3. 3 “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” (CMI) Health related content has an added duty of care
  4. 4. CHANGE IS UNCOMFORTABLE 4 People will innovate: INSPIRATION OR DESPERATION
  5. 5. System 1: • Automatic, fast, entrenched, habitual behaviours • Responsible for 95% of our decisions • Greater influences on longer term behaviour System 2: • Reflective, slow, conscious, rational planned behaviour • Responsible for 5% of our decisions • Can influence short term behaviour; unlikely to influence longer term on its own B. Behaviour change is enhanced by tools that increase efficacy & reinforced by social environment A. Use emotional stir up to make System 2 want to change. Use the heart to speak to the head; engaging the brain in an active learning process. DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH Based on Kahneman, 2002 C. Feedback loop as attitudes and beliefs are reformed and behaviours change 1. BREAK OLD THINKING2. DRIVE NEW ABILITY 3. SOCIALISE CHANGE
  6. 6. CONTENT STRATEGY & DRIVING NEW ABILITY 6
  7. 7. INTEGRATED CONTENT STRATEGY APPROACH 5. Evaluate and adapt Reporting and insight driven analytics 4. Use compelling content to engage community Consumer journey & content plan 3. Develop media and social strategy Awareness to action model 2. Develop messaging framework Establish positioning and key messages 1. Understand the market and consumers Extensive formative research, interviews, reports
  8. 8. CASE STUDY: PRIMARY IVF 8 1. Position Primary IVF as a provider of high quality, affordable and accessible IVF 2. Create visibility of Primary IVF among potential patients to generate 300 appropriate appointments for Sydney and Melbourne clinics 3. Lay foundation for upcoming launches of clinics in Brisbane and Perth
  9. 9. HOLISTIC CONTENT STRATEGY The awareness raising element is where we build trust trust and familiarity with Primary IVF. We will generate interest by making Primary IVF’s expert knowledge accessible to consumers with a focus on holistic health and best advice. Consideration should be given to expert voices who the audience will relate to, such as health experts or influencers. We will support desire by sharing human stories – profiling Primary IVF health care professionals who will be with you on your journey. If possible, look at sharing stories of people who have experienced life and overcome challenges; encourage community to share their own stories and co-create content. We will drive action by using targeted adverts and clear call to action prompts. NOTE: Need to work within Australian Health Practitioner Regulation Agency (AHPRA), TGA and other guidelines as relevant
  10. 10. CONTENT EXAMPLES
  11. 11. MEASURES OF SUCCESS Objective Measure Awareness • Content hub reflect positioning and approach • Content valued by audience – clickthroughs and audience engagements Interest • Content valued by audience - clickthroughs • Social engagement Desire • Willingness of audience to co-create content • Content valued by audience - clickthroughs Action • Promoted post click-throughs • Engagement with give-aways
  12. 12. STAY IN TOUCH….. 0412662308 www.houseofkitch.com.au samara@houseofkitch.com.au

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