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Vivid Ideas Overview
2016
Topics Covered
About Vivid Ideas
Service Offerings
•Strategy
•Refine Messaging
•Develop Campaigns
•Content Marketing
•Outreach
•Inbound Marketing
•Lead Generation
Why Use Vivid Ideas?
Next Steps
About Vivid Ideas
Create communications that connect with prospects.
Determine the best methods to deliver communications into the
right hands.
Construct and position brands to accurately communicate value
to new and existing customers.
Eliminate the disconnects between marketing, sales and
executive leadership.
Navigate the trends, hype, marketing perceptions and more to define
client opportunities.
Vivid Ideas is a marketing communications firm focused solely on the health
information technology market. Here’s what Vivid Ideas can do for you:
Damon Braly
• Founded Vivid Ideas
in 1996
• Former editor of:
• Health Management
Technology
• Health Industry Today
• Hospital Materials
Management
Service Offerings
Refine
Messaging
Develop
Campaigns
Outreach Lead
Generation
Strategy Content
Marketing
Inbound
Marketing
Service Offerings
Strategy
Identify and
leverage client’s
strategic and
product initiatives,
create messaging to
resonate with
multiple healthcare
audience segments
Tactics include:
• Collateral
• Case studies
• White papers
• Webinars
• Advertising
• Online presence
• Public relations
• Others TBD
Develop
campaigns
to deploy
messaging
Focus outreach
efforts on lead
generation,
develop metrics
to measure
results
Create plan to
elevate visibility
and create positive
perceptions.
Creating and
distributing
valuable, relevant
and consistent
content to attract
and retain a clearly
defined audience.
Reuse and
leverage existing
materials to
support article
placements and
social media
posts – all with
the goal of
driving inbound
marketing.
Refine
Messaging
Develop
Campaigns
Outreach Lead
Generation
Inbound
Marketing
Content
Marketing
=+ + + + +
In addition to attracting prospective customers, lead
generation efforts also focus on attracting investors.
Refine Messaging
Your current
messaging
Identify and
leverage strategic
and product
initiatives
Competitor
messaging
Assess strengths,
weaknesses and
perceptions
Healthcare
needs, top
issues,
motivators
Understand and
address their
concerns in your
messaging
Messaging
Document
Distilled from
insights gained
during market
analysis
Refine
Messaging
Start by surveying the landscape
Develop
Campaigns
Outreach Lead
Generation
Strategy Content
Marketing
Inbound
Marketing
Refine Messaging
Segment your audience. One size doesn’t fit all.
– Messaging must address top concerns and motivators of individual decision makers and
influencers at various entities
Ambulatory Practices
• Physicians
• Nurses
• Practice managers
• Billing
• Compliance
• Care coordination
• Care quality
Hospitals & Health Systems
• HIM/billing/revenue cycle
• Patient accounts
• Compliance
• CFO
• COO
• ACO formation
• Value-based care
• Care coordination
• Care quality
Payers
• Enrollment management
• Membership management
• Provider relations
• Compliance
• Population health
• Risk adjustment
Employers & Ancillary
Businesses
• Behavioral health
• Wellness programs
• Benefit firms
• Billing/RCM services
• +Others
Refine
Messaging
Develop
Campaigns
Outreach Lead
Generation
Strategy Content
Marketing
Inbound
Marketing
•Population health
•Value-based care
•MACRA
•Analytics
•Etc.
Piggyback
on industry
themes
•Risk stratification
•Population segmentation
•Cost analysis
•Etc.
Product-focused
campaigns
•Virtual and in-person
users’ groups
•Trade show
participation
Trade shows &
users’ groups
•Industry Associations
•Advertising
•Webinar/online
opportunities
Sponsorships
Develop Campaigns
Identify best opportunities
to reach target audience
by segment (title,
organization, etc.)
Develop
Campaigns
Integrate campaigns
with web, collateral,
ads, social media and
webinars
Refine
Messaging
Outreach Lead
Generation
Strategy Content
Marketing
Inbound
Marketing
Content Marketing
Content Marketing –
Creating and distributing
valuable, relevant and
consistent content to
attract and retain a
clearly defined audience.
Content
Marketing
Outreach
Efforts
Inbound
Marketing
Lead
Generation
Strong calls to
action (CTA) drive
inbound traffic to
website
Multiple content options
to download or view
Demographics
captured when
downloading or
viewing CTAs
Create
Publish
Promote
Measure
Content
Marketing
Refine
Messaging
Develop
Campaigns
Outreach Lead
Generation
Strategy Inbound
Marketing
Content Marketing
Content
Marketing
White Papers
Case Studies
Brochures &
Data Sheets
Ghost-Written
Articles
Webinars &
Presentations
Advertising
Leveraging industry experience
to develop compelling content
that elevates visibility and
generates sales leads
+ online media: eBooks, blogs, eNewsletters,
websites, banners, etc.
Content
Marketing
Refine
Messaging
Develop
Campaigns
Outreach Lead
Generation
Strategy Inbound
Marketing
Collateral
Case studies
White papers
Data sheets
Brochures
Online presence
Website
Twitter
YouTube
LinkedIn
SlideShare
Blog posts
Infographics
Public relations
Article placements
Analyst engagement
Advertising
Banners
Webinars
Advertorials
Trade shows
& users’ groups
Virtual
In-person
Outreach
Identify best outreach and sales support opportunities
OutreachRefine
Messaging
Develop
Campaigns
Lead
Generation
Strategy Content
Marketing
Inbound
Marketing
Better Leverage Written Materials
• Case studies
• White papers
• Blog posts
• FAQs
Collateral &
Writings
• Editorial submissions
• Use for social media
posts
Article & Social
Placements • Page views
• Downloads
• Personas
• Demographic capture
Drive Inbound
Marketing
Reuse and leverage existing materials to support article placements and social media posts
– all with the goal of driving inbound marketing.
Outreach Inbound
Marketing
Refine
Messaging
Develop
Campaigns
Lead
Generation
Strategy Content
Marketing
Social Media Strategy
1. Create 2. Publish 3. Promote 4. Measure
Case studies,
white papers,
FAQs, etc.
Blog LinkedIn
Leverage content to
inspire blog posts,
create LinkedIn
posts, or form the
foundation for
article placements
Blog posts are a
content creation
and publishing tool.
Posts can be
independent pieces
or inspired by other
content. Posts can
be promoted on
social media or form
the basis for
LinkedIn posts.
LinkedIn is both a
publishing and
promotional tool.
LinkedIn posts can
be inspired by other
content and blog
posts.
Twitter
Facebook
Infographics and SlideShare presentations are ideal ways to create original
content or to promote other content. Infographics and SlideShare are easily
consumed and shared, while also generating website traffic.
? Others?
Use social media to
promote content
with a strong call to
action (CTA) that
drives prospects to
website.
Leverage lead tracking
and demographic capture
to measure response and
generate sales leads.
Lead
Generation
Publishing and promoting
phases must include a
strong call to action!
Outreach Inbound
Marketing
Refine
Messaging
Develop
Campaigns
Strategy Content
Marketing
Lead Generation
Whenever possible, outreach tactics must include a call to action
• Vital to capture prospect demographic information
• Gauge interest, qualify lead
Lead
Generation
Click
here
Get white
paper or case
study
Learn
more
Get
resources
here
Reply for
offer
Assessment,
giveaway, etc.
Set
meeting
Sales staff/
execs
Refine
Messaging
Develop
Campaigns
OutreachStrategy Content
Marketing
Inbound
Marketing
Why Use Vivid Ideas?
Experience
Engagements with some of the industry’s largest companies
EHR, revenue cycle, HIE
Enterprise companies with healthcare vertical marketing groups
+ many others
Selected Past & Current Clients
Accenture + AccessPt + AdminisTEP + Allscripts + Aperek + API Software + APP Design
+ Aria Marketing + Aspyra (formerly CCA) + athenahealth + Canopy Systems + Cattails
+ CareCentric + CareInsite + CareScience + CentriHealth + CertiTrek + Chart Links +
Cisco Systems’ Healthcare Division + CliniComp + Clinteligent + Corindus + Dodge
Communications + DST Health Solutions + First Consulting Group + First DataBank +
Firstsource + Gamewood + GeoAccess + GetWellNetwork + Greencastle Consulting +
Health Fidelity + Health Management Technology + Health Resource Network + Health
Systems Technologies + Healthcare Informatics + HSS + Huntzinger Management
Group + i3 Global + Imagination Publishing + InfoMedX + Ingenix + Integritas +
IntelliCare + J2 Interactive + Kinetra + KNB Communications + Kronos + Legacy
Consulting Services + MailMyStatements + McKesson + MDcohort + MediVation +
MediNomics + Mediware + MedQuist + Merge Healthcare + Missouri Health
Connection + Myla Wagner Public Relations + National Coordinator of Health
Information Technology (ONC) + Nuance/Dictaphone + Oacis + OAO Healthcare +
Optum + Perceptive Software + PeriOptimum + Pulse + QuoteMED + Quovadx +
RelayHealth + RemitDATA + Sage Software Healthcare + SCIO Health Analytics +
Software Testing Services + SONIFI Health + Spyglass Creative + SupplyTrak + Sybase’s
Healthcare Division + The TriZetto Group + Total Benchmark Solutions + Valence
Health + Wellogic + ZirMed
Next Steps
Next Steps
• Determine work needed and timeframe
• Discuss billing options
Thank you!
Damon Braly
913.649.4621
damon@vividideas.com

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Vivid Ideas Overview

  • 2. Topics Covered About Vivid Ideas Service Offerings •Strategy •Refine Messaging •Develop Campaigns •Content Marketing •Outreach •Inbound Marketing •Lead Generation Why Use Vivid Ideas? Next Steps
  • 3. About Vivid Ideas Create communications that connect with prospects. Determine the best methods to deliver communications into the right hands. Construct and position brands to accurately communicate value to new and existing customers. Eliminate the disconnects between marketing, sales and executive leadership. Navigate the trends, hype, marketing perceptions and more to define client opportunities. Vivid Ideas is a marketing communications firm focused solely on the health information technology market. Here’s what Vivid Ideas can do for you: Damon Braly • Founded Vivid Ideas in 1996 • Former editor of: • Health Management Technology • Health Industry Today • Hospital Materials Management
  • 5. Service Offerings Strategy Identify and leverage client’s strategic and product initiatives, create messaging to resonate with multiple healthcare audience segments Tactics include: • Collateral • Case studies • White papers • Webinars • Advertising • Online presence • Public relations • Others TBD Develop campaigns to deploy messaging Focus outreach efforts on lead generation, develop metrics to measure results Create plan to elevate visibility and create positive perceptions. Creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. Reuse and leverage existing materials to support article placements and social media posts – all with the goal of driving inbound marketing. Refine Messaging Develop Campaigns Outreach Lead Generation Inbound Marketing Content Marketing =+ + + + + In addition to attracting prospective customers, lead generation efforts also focus on attracting investors.
  • 6. Refine Messaging Your current messaging Identify and leverage strategic and product initiatives Competitor messaging Assess strengths, weaknesses and perceptions Healthcare needs, top issues, motivators Understand and address their concerns in your messaging Messaging Document Distilled from insights gained during market analysis Refine Messaging Start by surveying the landscape Develop Campaigns Outreach Lead Generation Strategy Content Marketing Inbound Marketing
  • 7. Refine Messaging Segment your audience. One size doesn’t fit all. – Messaging must address top concerns and motivators of individual decision makers and influencers at various entities Ambulatory Practices • Physicians • Nurses • Practice managers • Billing • Compliance • Care coordination • Care quality Hospitals & Health Systems • HIM/billing/revenue cycle • Patient accounts • Compliance • CFO • COO • ACO formation • Value-based care • Care coordination • Care quality Payers • Enrollment management • Membership management • Provider relations • Compliance • Population health • Risk adjustment Employers & Ancillary Businesses • Behavioral health • Wellness programs • Benefit firms • Billing/RCM services • +Others Refine Messaging Develop Campaigns Outreach Lead Generation Strategy Content Marketing Inbound Marketing
  • 8. •Population health •Value-based care •MACRA •Analytics •Etc. Piggyback on industry themes •Risk stratification •Population segmentation •Cost analysis •Etc. Product-focused campaigns •Virtual and in-person users’ groups •Trade show participation Trade shows & users’ groups •Industry Associations •Advertising •Webinar/online opportunities Sponsorships Develop Campaigns Identify best opportunities to reach target audience by segment (title, organization, etc.) Develop Campaigns Integrate campaigns with web, collateral, ads, social media and webinars Refine Messaging Outreach Lead Generation Strategy Content Marketing Inbound Marketing
  • 9. Content Marketing Content Marketing – Creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. Content Marketing Outreach Efforts Inbound Marketing Lead Generation Strong calls to action (CTA) drive inbound traffic to website Multiple content options to download or view Demographics captured when downloading or viewing CTAs Create Publish Promote Measure Content Marketing Refine Messaging Develop Campaigns Outreach Lead Generation Strategy Inbound Marketing
  • 10. Content Marketing Content Marketing White Papers Case Studies Brochures & Data Sheets Ghost-Written Articles Webinars & Presentations Advertising Leveraging industry experience to develop compelling content that elevates visibility and generates sales leads + online media: eBooks, blogs, eNewsletters, websites, banners, etc. Content Marketing Refine Messaging Develop Campaigns Outreach Lead Generation Strategy Inbound Marketing
  • 11. Collateral Case studies White papers Data sheets Brochures Online presence Website Twitter YouTube LinkedIn SlideShare Blog posts Infographics Public relations Article placements Analyst engagement Advertising Banners Webinars Advertorials Trade shows & users’ groups Virtual In-person Outreach Identify best outreach and sales support opportunities OutreachRefine Messaging Develop Campaigns Lead Generation Strategy Content Marketing Inbound Marketing
  • 12. Better Leverage Written Materials • Case studies • White papers • Blog posts • FAQs Collateral & Writings • Editorial submissions • Use for social media posts Article & Social Placements • Page views • Downloads • Personas • Demographic capture Drive Inbound Marketing Reuse and leverage existing materials to support article placements and social media posts – all with the goal of driving inbound marketing. Outreach Inbound Marketing Refine Messaging Develop Campaigns Lead Generation Strategy Content Marketing
  • 13. Social Media Strategy 1. Create 2. Publish 3. Promote 4. Measure Case studies, white papers, FAQs, etc. Blog LinkedIn Leverage content to inspire blog posts, create LinkedIn posts, or form the foundation for article placements Blog posts are a content creation and publishing tool. Posts can be independent pieces or inspired by other content. Posts can be promoted on social media or form the basis for LinkedIn posts. LinkedIn is both a publishing and promotional tool. LinkedIn posts can be inspired by other content and blog posts. Twitter Facebook Infographics and SlideShare presentations are ideal ways to create original content or to promote other content. Infographics and SlideShare are easily consumed and shared, while also generating website traffic. ? Others? Use social media to promote content with a strong call to action (CTA) that drives prospects to website. Leverage lead tracking and demographic capture to measure response and generate sales leads. Lead Generation Publishing and promoting phases must include a strong call to action! Outreach Inbound Marketing Refine Messaging Develop Campaigns Strategy Content Marketing
  • 14. Lead Generation Whenever possible, outreach tactics must include a call to action • Vital to capture prospect demographic information • Gauge interest, qualify lead Lead Generation Click here Get white paper or case study Learn more Get resources here Reply for offer Assessment, giveaway, etc. Set meeting Sales staff/ execs Refine Messaging Develop Campaigns OutreachStrategy Content Marketing Inbound Marketing
  • 15. Why Use Vivid Ideas?
  • 16. Experience Engagements with some of the industry’s largest companies EHR, revenue cycle, HIE Enterprise companies with healthcare vertical marketing groups + many others
  • 17. Selected Past & Current Clients Accenture + AccessPt + AdminisTEP + Allscripts + Aperek + API Software + APP Design + Aria Marketing + Aspyra (formerly CCA) + athenahealth + Canopy Systems + Cattails + CareCentric + CareInsite + CareScience + CentriHealth + CertiTrek + Chart Links + Cisco Systems’ Healthcare Division + CliniComp + Clinteligent + Corindus + Dodge Communications + DST Health Solutions + First Consulting Group + First DataBank + Firstsource + Gamewood + GeoAccess + GetWellNetwork + Greencastle Consulting + Health Fidelity + Health Management Technology + Health Resource Network + Health Systems Technologies + Healthcare Informatics + HSS + Huntzinger Management Group + i3 Global + Imagination Publishing + InfoMedX + Ingenix + Integritas + IntelliCare + J2 Interactive + Kinetra + KNB Communications + Kronos + Legacy Consulting Services + MailMyStatements + McKesson + MDcohort + MediVation + MediNomics + Mediware + MedQuist + Merge Healthcare + Missouri Health Connection + Myla Wagner Public Relations + National Coordinator of Health Information Technology (ONC) + Nuance/Dictaphone + Oacis + OAO Healthcare + Optum + Perceptive Software + PeriOptimum + Pulse + QuoteMED + Quovadx + RelayHealth + RemitDATA + Sage Software Healthcare + SCIO Health Analytics + Software Testing Services + SONIFI Health + Spyglass Creative + SupplyTrak + Sybase’s Healthcare Division + The TriZetto Group + Total Benchmark Solutions + Valence Health + Wellogic + ZirMed
  • 19. Next Steps • Determine work needed and timeframe • Discuss billing options