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Vivid Ideas Overview
2016
Topics Covered
About Vivid Ideas
Service Offerings
•Strategy
•Refine Messaging
•Develop Campaigns
•Content Marketing
•Outr...
About Vivid Ideas
Create communications that connect with prospects.
Determine the best methods to deliver communications ...
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 ...
Refine Messaging
Your current
messaging
Identify and
leverage strategic
and product
initiatives
Competitor
messaging
Asses...
Refine Messaging
Segment your audience. One size doesn’t fit all.
– Messaging must address top concerns and motivators of ...
•Population health
•Value-based care
•MACRA
•Analytics
•Etc.
Piggyback
on industry
themes
•Risk stratification
•Population...
Content Marketing
Content Marketing –
Creating and distributing
valuable, relevant and
consistent content to
attract and r...
Content Marketing
Content
Marketing
White Papers
Case Studies
Brochures &
Data Sheets
Ghost-Written
Articles
Webinars &
Pr...
Collateral
Case studies
White papers
Data sheets
Brochures
Online presence
Website
Twitter
YouTube
LinkedIn
SlideShare
Blo...
Better Leverage Written Materials
• Case studies
• White papers
• Blog posts
• FAQs
Collateral &
Writings
• Editorial subm...
Social Media Strategy
1. Create 2. Publish 3. Promote 4. Measure
Case studies,
white papers,
FAQs, etc.
Blog LinkedIn
Leve...
Lead Generation
Whenever possible, outreach tactics must include a call to action
• Vital to capture prospect demographic ...
Why Use Vivid Ideas?
Experience
Engagements with some of the industry’s largest companies
EHR, revenue cycle, HIE
Enterprise companies with hea...
Selected Past & Current Clients
Accenture + AccessPt + AdminisTEP + Allscripts + Aperek + API Software + APP Design
+ Aria...
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

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An overview of Vivid Ideas, a marketing communications firm focused solely on the health information technology market.

Published in: Healthcare
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Vivid Ideas Overview

  1. 1. Vivid Ideas Overview 2016
  2. 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. 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
  4. 4. Service Offerings Refine Messaging Develop Campaigns Outreach Lead Generation Strategy Content Marketing Inbound Marketing
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Why Use Vivid Ideas?
  16. 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. 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
  18. 18. Next Steps
  19. 19. Next Steps • Determine work needed and timeframe • Discuss billing options
  20. 20. Thank you! Damon Braly 913.649.4621 damon@vividideas.com

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