Columbus, Flat Earth, and Healthcare Content Marketing

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Large healthcare organizations are slow to change. Often decisions are made on traditional thinking, even when knowledge, technology, and tools have evolved. Key marketing stakeholders are reluctant to embrace innovative new ways to share health messages with patients and physicians because they are comfortable with their view of the world. Healthcare marketing must evolve.

For generations, explorers believed the world was flat. Fear, uncertainty, and dread suppressed true exploration and discovery. Explorers believed the world was flat, so their world was, indeed, flat.

Content marketers are challenging traditional beliefs and exploring brace new worlds. As a healthcare marketing pioneer, you must be prepared to address the concerns of marketers who do not want to fall off the face of the Earth.

We offer five key questions that will inspire new bold thinking and brave exploration. We will offer tips for navigating dangerous waters and discovering new worlds, relevant to pharmaceutical marketing.

Columbus, the Flat Earth, and the Way to Inspire Change in Large Healthcare Organizations
Written by Buddy Scalera. Designs by Ivan Ruiz. Comic Art by Pat Quinn.
http://www.ochww.com #hcmktng

Presented at Content Marketing World 2013 in Cleveland, OH

Tags: CMWorld, content marketing, content marketing world, healthcare marketing, hcmktng, Flat Earth, content strategy, content marketing strategy, inspiration, inspiring change, content analytics

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  • http://thisgirlisgeek.blogspot.com/2011/10/so-some-of-you-people-have-seen-3rd.html
  • Revolutionary change.Evolutionary change. Bits and pieces of informationClues
  • © Marvel Comics
  • © Marvel Comics
  • http://www.morguefile.com/archive/display/612479
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Art by Pat Quinn. © 2013 Buddy Scalera and Pat Quinn. Do not use without written permission.
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Designs by Ivan Ruiz
  • Photo by Buddy Scalera. © 2013 Buddy Scalera
  • Don’t need a complete fleet.You have enough. Leverage in the right way. KnowledgeLeverage Institutional Knowledge
  • We all want the big winSmall wins are important.Looking for Magic Bullet
  • Columbus, Flat Earth, and Healthcare Content Marketing

    1. 1. Columbus, the Flat Earth, and the Way to Inspire Content Marketing in Health Organizations Buddy Scalera SVP Content Strategy & Media
    2. 2. #cmworld The Buddyverse Social: twitter.com/MarketingBuddy instagram.com/buddyscalera/ pinterest.com/buddyscalera/ linkedin.com/in/buddyscalera (Google+) bit.ly/buddygplus Web: Work: OCHWW.com Other: Personal: BuddyScalera.com Blog: WordsPicturesWeb.com
    3. 3. #cmworld
    4. 4. #cmworld
    5. 5. #cmworld
    6. 6. #cmworld
    7. 7. #cmworld
    8. 8. #cmworld Some Truth
    9. 9. #cmworld
    10. 10. #cmworld Kraken Jokes!
    11. 11. #cmworld Why Personal Promotion Worked
    12. 12. #cmworld Non Personal Promotion
    13. 13. #cmworld Non Personal Promotion Personal
    14. 14. #cmworld Non Promotion Personal
    15. 15. #cmworld Why Non Personal Promotion (Sometimes) Fails
    16. 16. #cmworld Brand at the Center of the Universe Dinner meeting Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Brand
    17. 17. #cmworld Deliver the Message? Dinner meeting Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Brand Message
    18. 18. #cmworld How We Talk to Customers
    19. 19. #cmworld
    20. 20. #cmworld
    21. 21. #cmworld
    22. 22. #cmworld
    23. 23. #cmworld
    24. 24. #cmworld
    25. 25. #cmworld Marketing to Top DecilesRXs HCPs
    26. 26. #cmworld Marketing to the Top CustomersRXs HCPs
    27. 27. #cmworld Opportunities for GrowthRXs HCPs
    28. 28. #cmworld Content Marketing Is The Answer
    29. 29. #cmworld User Journeys in Healthcare Seeker Considerer Active Solution
    30. 30. #cmworld Brand Message Seeker Considerer Active Solution
    31. 31. #cmworld Content Content Content Brand Message Seeker Considerer Active Solution
    32. 32. #cmworld KPI KPI KPI KPI KPI Measuring the Impact of Content Content Content Content Brand Message Seeker Considerer Active Solution
    33. 33. #cmworld 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
    34. 34. #cmworld 2.1 2.2 2.3 2.4 2.5Engagement 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
    35. 35. #cmworld 3.5Action 2.1 2.2 2.3 2.4 2.5Engagement 1.1 1.2 1.3 1.4 1.5Exposure KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
    36. 36. #cmworld SeekerPre-Seeker Evangelism 1.6 2.6 3.6 1.0 2.0 3.5 2.1 2.2 2.3 2.4 2.5 1.1 1.2 1.3 1.4 1.5 KPI KPI KPI KPI KPI Content Content Content Seeker Considerer Active Solution Brand Message
    37. 37. #cmworld User as Center of the Universe Tele- detail Display Ads Webinar Website SEM eDetail eMail Marketing Mobile App iPad Detail Sale s SEO Direct Mail Dinner meeting
    38. 38. #cmworld Why change is hard
    39. 39. #cmworld “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” -Archimedes (287 – 212 BC)
    40. 40. #cmworld “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” -Archimedes (287 – 212 BC)
    41. 41. #cmworld Think Like Columbus
    42. 42. #cmworld *Not historically accurate. Maybe. Think Like Columbus*
    43. 43. #cmworld Challenge Thinking
    44. 44. #cmworld WIFM: Know Your Audience
    45. 45. #cmworld Use What You Have
    46. 46. #cmworld Build on Incremental Wins
    47. 47. #cmworld Be Careful Out There
    48. 48. #cmworld Think Differently Challenge Thinking Built on Incremental Wins WIFM: Know Your Audience Use What You Have Be Careful Out There
    49. 49. #cmworld Thank you. Buddy Scalera, Ogilvy CommonHealth Worldwide @MarketingBuddy #cmworld Designs by Ivan Ruiz. Comic art by Pat Quinn.

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