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Best Practices for Pediatric Healthcare Marketing

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Best Practices for Pediatric Healthcare Marketing

  1. Best Practices for Pediatric Healthcare Content Marketing Presentation to: Children’s Hospital Association’s Strategic Marketing and Communications Forum Meeting Ahava Leibtag President Aha Media Group @ahaval 1
  2. @ahavaL @ahaval 2
  3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahaval 3
  4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. --The Altimeter Group (2013) @ahaval 4
  5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahaval 5
  6. To build an audience of 50 million 58 years @ahaval 6
  7. To build an audience of 50 million 58 years 14 years @ahaval 7
  8. To build an audience of 50 million 58 years 14 years 4 years @ahaval 8
  9. To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahaval 9
  10. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahaval 10
  11. The times…they are a changin’. @ahaval 11
  12. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval 12
  13. SO WHAT WORKS? @ahaval 13
  14. @ahaval 14
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  17. @ahaval 17
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  19. @ahaval 19
  20. @ahaval 20
  21. FILL A VOID @ahaval 21
  22. @ahaval AND DO IT BETTER THAN OTHERS. 22
  23. @ahaval 23
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  26. @ahaval 26
  27. PEOPLE LOVE TO ENGAGE. @ahaval 27
  28. It gives them a sense of belonging. @ahaval 28
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  31. @ahaval 31
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  33. @ahaval 33
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  35. @ahaval 35
  36. @ahaval 36
  37. People crave connection. @ahaval 37
  38. Transparency. @ahaval 38
  39. Today • What is content? • Why do we have such a hard time with content? • Defining content marketing • 6 Rules You Can Use: Can we be better healthcare content marketers and how? @ahaval 39
  40. CONTENT IS A CONVERSATION. @ahaval 40
  41. TO WHOM ARE WE TALKING? @ahaval 41
  42. WHO ARE WE? @ahaval 42
  43. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval 43
  44. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval 44
  45. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database @ahaval 45
  46. @ahaval 46
  47. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval 47
  48. Goals of content marketing 1. Attract: Create content that will draw prospects like bees to a blossoming flower 2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact 3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base 4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahaval 48
  49. #1: Attract @ahaval 49
  50. #1: Attract @ahaval 50
  51. #2: Acquire @ahaval 51
  52. #3: Engage or Connect @ahaval 52
  53. #3: Engage or Connect @ahaval 53
  54. #3: Engage or Connect @ahaval 54
  55. #4: Drive Profitable Action @ahaval 55
  56. Think: Multiple Touch Points @ahaval 56
  57. Content marketing allows you to sustain the conversation. @ahaval 57
  58. Content Marketing Stats • Content marketers’ top priorities were found to be driving leads and engaging buyers • 71% of marketers are increasing spend on content marketing in 2014 • 85% of marketers saw an increase in awareness building as a result of content marketing • 76% of marketers saw and increase in buyer engagement as a result of content marketing @ahaval 58
  59. 6 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS @ahaval 59
  60. Rule #1: Know the Difference Between Information and Delivery @ahaval 60
  61. @ahaval 61
  62. @ahaval 62
  63. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahaval 63
  64. VS. (DON’T GET CONFUSED) @ahaval 64
  65. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahaval 65
  66. @ahaval 66
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  70. Rule #2: Collaborate on Content @ahaval 70
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  75. @ahaval 75
  76. @ahaval 76 PRITUX Executive LeadershipMarketing Customer RelationsVisual Design Sales
  77. @ahaval 77 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
  78. @ahaval 78
  79. @ahaval 79
  80. You need a lot of people. With a lot of talents. In different areas. @ahaval 80
  81. Rule #3: Know Your Audience @ahaval 81
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  88. Rule #4: Define your Brand [Don’t be afraid] @ahaval 88
  89. MULTIDISCIPLINARY @ahaval 89
  90. COMPLEX @ahaval 90
  91. ADVANCED @ahaval 91
  92. STATE-OF-THE-ART @ahaval 92
  93. WORLD- CLASS @ahaval 93
  94. @ahaval 94
  95. Brené Brown @ahaval 95
  96. Stories are data with a soul. @ahaval 96
  97. It’s not mobile first. @ahaval It’s not content first. Stories first. People first. 97 Conversations first.
  98. What makes you different? @ahaval 98
  99. @ahaval 99
  100. Are you willing to speak human? @ahaval 100
  101. @ahaval 101
  102. @ahaval 102
  103. @ahaval 103
  104. Rule #5: Follow the Rule of 4 @ahaval 104
  105. For every piece of content: 1. Text 2. Audio 3. Image 4. Video @ahaval 105
  106. @ahaval 106
  107. Rule #6: Prune your Pumpkins @ahaval 107
  108. @ahaval 108
  109. Content Marketing Impact • 74% of marketers saw an increase in SEO/web traffic resulting from content marketing • Over 61% of marketers saw an increase in lead quality and quantity due to content marketing @ahaval 109
  110. Case Study: Sentara Heart @ahaval 110
  111. Heart Profiler • Provides interactive call-to-action • Trackable @ahaval 111
  112. How we did it? • Build calendar based on key messages, unique programs and services, and consumer-interest @ahaval 112
  113. Pinterest @ahaval 113
  114. Off-line can be fun, too. @ahaval 114
  115. Results • Direct engagement with consumers • 1160 clicks • 702 interactions – 66 retweets or replies – 528 likes – 19 comments – 89 shares @ahaval 115
  116. 6 Rules Review 1. Know the difference between content format and delivery 2. Collaborate on Content 3. Know your Audience 4. Define your Brand 5. Follow the Rule of 4 6. Prune your Pumpkins @ahaval 116
  117. Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ahaval 117
  118. @ahaval 118
  119. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahaval 119 THANK YOU!

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