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CONTENT MARKETING IN HEALTHCARE
– BUZZWORDS OR BUSINESS DRIVER?
JULIE O’DONNELL
WWW.ODONNELLONLINE.IE
@JULIEODONN
YOU’LL LEAVE THIS PRESENTATION
UNDERSTANDING…
1. WHAT CONTENT MARKETING IS (AND WHAT IT ISN’T)
2. WHY CONTENT MARKETING MA...
BUT FIRST…LETS
UNDERSTAND THE
WORLD IN WHICH
WE OPERATE
FORRESTER (ON BEHALF OF GOOGLE) – MOMENTS THAT MATTER (2015) {LINK}
WE DON’T ‘GO’ ONLINE ANYMORE. WE ‘LIVE’ ONLINE. OFFLIN...
ITS NEVER BEEN EASIER OR CHEAPER TO CREATE CONTENT
NEW TECHNOLOGY MEANS IT’S NEVER BEEN EASIER TO CREATE CONTENT. THE
VOLU...
WE SUFFER FROM ‘FOMO’ -
INCREASING OUR CONSUMPTION OF
CONTENT FROM THE MOMENT WE
WAKE ’TIL THE MOMENT WE SLEEP
WE’RE NOW EXPOSED TO UP TO
20,000 MARKETING MESSAGES A
DAY ACROSS CHANNELS
NEW RESEARCH SHEDS LIGHT ON DAILY AD EXPOSURES ...
OUR CONTENT PREFERENCES ARE RAPIDLY EVOLVING…
OUR PREFERENCES ARE RAPIDLY EVOLVING…FROM CHOOSING ALBUMS TO NOW
CHOOSING SO...
…FROM SELECTING & READING A NEWSPAPER TO SELECTING ARTICLES
Image via The Next Web
TODAY THE CUSTOMER IS IN THE DRIVING SEAT - THEY CHOOSE WHAT THEY
WANT…
THE DOCTOR’S DIGITAL PATH TO TREATMENT - A GOOGLE/...
…& WHEN THEY WANT IT. OUR JOB IS TO BE THERE
THE DIGITALLY SAVVY HCP; 2015
THE CORE CHALLENGE FOR BRANDS
IS TO BE EVERYWHERE & TO BE
READY FOR HOWEVER THE
CUSTOMER CHOOSES TO INTERACT.
‘The path to...
GREAT CONTENT GIVES
YOU VISIBILITY &
HELPS YOU WIN THE
ONLY BATTLE THAT
MATTERS - THE BATTLE
FOR ATTENTION
CONTENT MARKETING IS A
MARKETING TECHNIQUE OF
CREATING & DISTRIBUTING
RELEVANT & VALUABLE CONTENT
TO ATTRACT, ACQUIRE & EN...
2. SALESFORCE STATE OF MARKETING 2016
1. FORRESTER 2015: MARKETING AND MEDIA EFFICIENCY
OUTCOMES DRIVE CONTENT MARKETING
7...
SO ARE ALL BRANDS NOW
PUBLISHERS?
YES BUT THAT IS OVER-
SIMPLIFYING THINGS
PUBLISHER? CONTENT STRATEGY DELIVERING EQUIVALENT OF 1.1BN AD
IMPRESSIONS A YEAR - 4X BETTER ROW THAN EVEN TARGETED ADVERT...
WITHOUT ATTRIBUTABLE
SALES RESULTS, YOU MUST
GET CREATIVE MEASURING
CONTENT ROW THROUGH
COST SAVINGS, MARKETING
EFFICIENCY...
THIS ISN'T THE DOMAIN OF FMCG BRANDS - ANY & ALL BRANDS SHOULD BE
ADOPTING A CONTENT MINDSET. GE HAVE SEEN A 138% BRAND LI...
IT IS POSSIBLE FOR PHARMA COMPANIES TO ADOPT THIS APPROACH AND MANY
ARE STARTING TO…EVOLVING NEW PROCESSES ACROSS FUNCTION...
KEY TAKEAWAYS
AND SOME CRITICAL SUCCESS FACTORS
START AT THE
END
YOU NEED A CLEAR
VISION
TEXT
START AT THE END
IF YOUR STRATEGY IS SUCCESSFULLY IMPLEMENTED, WHAT WILL BE DIFFERENT IN 5
YEARS/1 YEAR?
WHAT DOES ‘G...
UNDERSTAND YOUR
STARTING POINT
OTHERWISE HOW WILL
YOU PLAN YOUR JOURNEY?
UNDERSTANDING YOUR STARTING POINT
CONDUCT A CONTENT AUDIT - SCAN YOUR HARD DRIVES, OPEN YOUR DRAWERS,
DOCUMENT ALL THE CON...
BRING PEOPLE
WITH YOU
ITS A MARATHON
RELAY…NOT A SPRINT
BRING PEOPLE WITH YOU
YOU’RE ASKING PEOPLE TO RETHINK HOW THEY WORK - HOW THEY SPEND THEIR TIME
& MONEY - YOU NEED TO MAKE...
PICK METRICS THAT MATTER
PICK METRICS THAT MATTER
DECIDE ON ROI OR ROO - KNOW WHAT YOU’RE AIMING TO ACHIEVE & HOW THAT LINKS TO
PROFITABLE/MEANINGF...
CLICK TO CONNECT
ON SNAPCHAT
ON LINKEDIN
ON TWITTER
FOR MORE ARTICLES & RESOURCES VISIT MY SITE
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Content marketing in healthcare - buzzwords or business driver?

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Across sectors there is much talk about content marketing. This presentation addresses our changing attitudes and content preferences. It explores what content marketing is? How can it deliver business value? Is it just for FMCG brands or can healthcare companies and B2B organisations leverage it? What do you need to do to start a content marketing culture in your organisation? This presentation gives a few examples and some simple tips that you can implement today.

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Content marketing in healthcare - buzzwords or business driver?

  1. 1. CONTENT MARKETING IN HEALTHCARE – BUZZWORDS OR BUSINESS DRIVER? JULIE O’DONNELL WWW.ODONNELLONLINE.IE @JULIEODONN
  2. 2. YOU’LL LEAVE THIS PRESENTATION UNDERSTANDING… 1. WHAT CONTENT MARKETING IS (AND WHAT IT ISN’T) 2. WHY CONTENT MARKETING MATTERS TO YOUR BUSINESS 3. HOW YOU CAN DRIVE A CONTENT STRATEGY THAT WILL HAVE AN IMPACT FOR YOUR BRAND/ORGANISATION
  3. 3. BUT FIRST…LETS UNDERSTAND THE WORLD IN WHICH WE OPERATE
  4. 4. FORRESTER (ON BEHALF OF GOOGLE) – MOMENTS THAT MATTER (2015) {LINK} WE DON’T ‘GO’ ONLINE ANYMORE. WE ‘LIVE’ ONLINE. OFFLINE & ONLINE WORLDS ARE MESHING TOGETHER. WE NEED TO THINK BEYOND ‘CUSTOMER JOURNEYS’& MAP THE MOMENTS IN OUR TARGET CUSTOMERS DAY. THE MOMENTS THAT MATTER & CONSIDER - HOW WILL WE DELIVER VALUE IN THAT MOMENT?
  5. 5. ITS NEVER BEEN EASIER OR CHEAPER TO CREATE CONTENT NEW TECHNOLOGY MEANS IT’S NEVER BEEN EASIER TO CREATE CONTENT. THE VOLUME OF CONTENT IS SNOWBALLING YEAR AFTER YEAR AND THIS ISN’T JUST SOCIAL MEDIA POSTS BUT ALL CONTENT FORMATS. HOW THE CONTENT EXPLOSION WILL INVERT THE MEDIA INDUSTRY {LINK}
  6. 6. WE SUFFER FROM ‘FOMO’ - INCREASING OUR CONSUMPTION OF CONTENT FROM THE MOMENT WE WAKE ’TIL THE MOMENT WE SLEEP
  7. 7. WE’RE NOW EXPOSED TO UP TO 20,000 MARKETING MESSAGES A DAY ACROSS CHANNELS NEW RESEARCH SHEDS LIGHT ON DAILY AD EXPOSURES {LINK}
  8. 8. OUR CONTENT PREFERENCES ARE RAPIDLY EVOLVING… OUR PREFERENCES ARE RAPIDLY EVOLVING…FROM CHOOSING ALBUMS TO NOW CHOOSING SONGS…
  9. 9. …FROM SELECTING & READING A NEWSPAPER TO SELECTING ARTICLES Image via The Next Web
  10. 10. TODAY THE CUSTOMER IS IN THE DRIVING SEAT - THEY CHOOSE WHAT THEY WANT… THE DOCTOR’S DIGITAL PATH TO TREATMENT - A GOOGLE/MANHATTAN RESEARCH STUDY, 2012 (LINK) PHYSICIAN SEARCH
  11. 11. …& WHEN THEY WANT IT. OUR JOB IS TO BE THERE THE DIGITALLY SAVVY HCP; 2015
  12. 12. THE CORE CHALLENGE FOR BRANDS IS TO BE EVERYWHERE & TO BE READY FOR HOWEVER THE CUSTOMER CHOOSES TO INTERACT. ‘The path to 2020: Marketers seize the customer experience’ - An Economist Intelligence Unit report, sponsored by Marketo
  13. 13. GREAT CONTENT GIVES YOU VISIBILITY & HELPS YOU WIN THE ONLY BATTLE THAT MATTERS - THE BATTLE FOR ATTENTION
  14. 14. CONTENT MARKETING IS A MARKETING TECHNIQUE OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE & ENGAGE A CLEARLY DEFINED & UNDERSTOOD TARGET AUDIENCE - WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION. Joe Pulizzi, Founder, Content Marketing Institute
  15. 15. 2. SALESFORCE STATE OF MARKETING 2016 1. FORRESTER 2015: MARKETING AND MEDIA EFFICIENCY OUTCOMES DRIVE CONTENT MARKETING 75% OF MARKETING LEADERS SAW BOTTOM- LINE OUTCOMES E.G. LOYALTY OR REDUCED MARKETING OR MEDIA EXPENSES FROM CONTENT MARKETING IN 2014 1 MORE THAN THREE-QUARTERS OF MARKETERS AGREE THAT CONTENT MARKETING IS CORE TO THEIR BUSINESS - 48% SEE A DIRECT LINK TO PRIMARY REVENUE 2
  16. 16. SO ARE ALL BRANDS NOW PUBLISHERS? YES BUT THAT IS OVER- SIMPLIFYING THINGS
  17. 17. PUBLISHER? CONTENT STRATEGY DELIVERING EQUIVALENT OF 1.1BN AD IMPRESSIONS A YEAR - 4X BETTER ROW THAN EVEN TARGETED ADVERTISING OR DATA ANALYTICS MAESTRO? KRAFT TRACKS 22,000 ATTRIBUTES OF THEIR 100MN+ VISITORS & HAS MERGED CONTENT & DATA MANAGEMENT PLATFORMS TO DELIVER PERSONALISED ADVERTISING
  18. 18. WITHOUT ATTRIBUTABLE SALES RESULTS, YOU MUST GET CREATIVE MEASURING CONTENT ROW THROUGH COST SAVINGS, MARKETING EFFICIENCY, & SPECIALISED INSIGHTS Julie Fleischer, Director, Data, Content & Media at Kraft Foods
  19. 19. THIS ISN'T THE DOMAIN OF FMCG BRANDS - ANY & ALL BRANDS SHOULD BE ADOPTING A CONTENT MINDSET. GE HAVE SEEN A 138% BRAND LIFT ON SOCIAL MEDIA WITH POSITIVE BRAND AWARENESS - ‘CREATIVE’, ‘INNOVATIVE’, ‘INSPIRING’
  20. 20. IT IS POSSIBLE FOR PHARMA COMPANIES TO ADOPT THIS APPROACH AND MANY ARE STARTING TO…EVOLVING NEW PROCESSES ACROSS FUNCTIONS TO MERGE FACE-TO-FACE & ONLINE EXPERIENCES TO SUPPORT CUSTOMER EDUCATION WWW.PROGRESS.IM DISCLAIMER - I WORK ON THIS
  21. 21. KEY TAKEAWAYS AND SOME CRITICAL SUCCESS FACTORS
  22. 22. START AT THE END YOU NEED A CLEAR VISION
  23. 23. TEXT START AT THE END IF YOUR STRATEGY IS SUCCESSFULLY IMPLEMENTED, WHAT WILL BE DIFFERENT IN 5 YEARS/1 YEAR? WHAT DOES ‘GOOD’ LOOK LIKE? RESET YOUR EXPECTATIONS & THAT OF THE ORGANISATION - A PAGE FROM YOUR DETAIL AID EMAILED IS NOT CONTENT MARKETING. BE RUTHLESS. ASK IF EVERY PIECE OF CONTENT IS WORTHY OF BEING IN FRONT OF YOUR TARGET AUDIENCE. WOULD YOU PAY TO PUT IT ON A BILLBOARD OUTSIDE THE HOME OF A KEY CUSTOMER? COMMIT TO BETTER…BETTER CONTENT THAT ADHERES TO THE 4 E’S - MAKE IT ENGAGING, ENTERTAINING, EDUCATIONAL & EMOTIVE. BE REALISTIC. YOU WILL NOT BE THE NEXT ‘ICE BUCKET CHALLENGE’ (UNLIKELY). YOU ARE NOT RED BULL. YOU WILL NOT ‘GO VIRAL’.
  24. 24. UNDERSTAND YOUR STARTING POINT OTHERWISE HOW WILL YOU PLAN YOUR JOURNEY?
  25. 25. UNDERSTANDING YOUR STARTING POINT CONDUCT A CONTENT AUDIT - SCAN YOUR HARD DRIVES, OPEN YOUR DRAWERS, DOCUMENT ALL THE CONTENT ASSETS YOU ALREADY HAVE. UNDERSTANDING THE BEHAVIOURAL & EMOTIONAL DRIVERS INFLUENCING YOUR CUSTOMERS DECISION MAKING. BE ARMED WITH THE RIGHT CUSTOMER INSIGHTS. LOOK FOR THE SIMPLE (OR EVEN FREE) OPPORTUNITIES TO LEARN MORE ABOUT YOUR CUSTOMERS WANTS & NEEDS. THE OPPORTUNITIES ARE THERE. MAP OPPORTUNITIES - WHERE COULD YOU START TO CREATE GOOD CONTENT WITHOUT BREAKING THE BANK? KEEP IT SIMPLE - AIM TO SOLVE A PROBLEM YOUR CUSTOMER HAS. VALIDATE YOUR ASSUMPTIONS. BE YOURSELF - FIND YOUR OWN TONE, YOUR PACE, YOUR VOICE…YOU ARE NOT RED BULL. BUILD ON YOUR STRENGTHS & THE COMMON GROUND IN YOUR ORGANISATION.
  26. 26. BRING PEOPLE WITH YOU ITS A MARATHON RELAY…NOT A SPRINT
  27. 27. BRING PEOPLE WITH YOU YOU’RE ASKING PEOPLE TO RETHINK HOW THEY WORK - HOW THEY SPEND THEIR TIME & MONEY - YOU NEED TO MAKE YOUR STRATEGY RELEVANT TO ALL STAKEHOLDERS…TO THEIR OBJECTIVES. MAP KEY INTERNAL & EXTERNAL PLAYERS - THINK HOW MUCH TIME YOU SHOULD INVEST IN EDUCATING THEM & SUPPORTING THEM. DOUBLE IT. TRUE CROSS-FUNCTIONAL BUY-IN IS ESSENTIAL. YOU NEED TO BE CONSISTENT IN YOUR APPROACH & YOU NEED DIVERSE PERSPECTIVES. THE STRATEGY CAN’T HINGE ON ANY ONE INDIVIDUAL. YOU NEED A CONTENT STRATEGY & IT NEEDS TO BE ON PAPER & UNDERSTOOD BY ALL. IT NEEDS TO ‘LIVE’. START WITH A TEST PROJECT - TEST YOUR WAY OF WORKING ACROSS TEAMS, PROCESSES, SYSTEMS, CONTENT CREATION, DISTRIBUTION, PROMOTION, ETC. TEST IT ALL. YOU ARE NEVER ‘DONE’. YOU’RE CONSTANTLY LEARNING & OPTIMISING.
  28. 28. PICK METRICS THAT MATTER
  29. 29. PICK METRICS THAT MATTER DECIDE ON ROI OR ROO - KNOW WHAT YOU’RE AIMING TO ACHIEVE & HOW THAT LINKS TO PROFITABLE/MEANINGFUL OUTCOMES. CREATING GREAT CONTENT IS HARD WORK - YOU NEED ALL FUNCTIONS WORKING TO CLEAR OBJECTIVES & KPIS. ESTABLISH METRICS THAT MATTER - VALIDATE AT ALL LEVELS. DO THEY REALLY MATTER & ARE THEY MEANINGFUL TO THE PEOPLE THAT MATTER? IF NOT…EDUCATE. CONTENT MARKETING ≠ DIGITAL MARKETING. THINK ACROSS CHANNELS & MAXIMISE ROI BY ENSURING A CONNECTED JOURNEY. CONTENT MARKETING ≠ ORGANIC PROMOTION. YOU NEED TO PAY TO PLAY TODAY. PAY TO AMPLIFY YOUR CONTENT ACROSS CHANNELS. MOVE BEYOND ‘VISITS’, ‘LIKES’ & ‘SHARES’ & OTHER SHALLOW METRICS. THINK OF CONTENT LIKE A PRODUCT.
  30. 30. CLICK TO CONNECT ON SNAPCHAT ON LINKEDIN ON TWITTER FOR MORE ARTICLES & RESOURCES VISIT MY SITE

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