The document discusses content marketing in healthcare. It begins by outlining how customers now live online and defining content marketing as using relevant and valuable content to attract and engage a target audience to drive business goals. It emphasizes starting with a clear vision and understanding the current landscape before bringing stakeholders together around a content strategy and key metrics. The document advocates creating high-quality content and distributing it across channels to maximize return on investment.

1. CONTENT MARKETING IN HEALTHCARE
– BUZZWORDS OR BUSINESS DRIVER?
JULIE O’DONNELL
WWW.ODONNELLONLINE.IE
@JULIEODONN

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. BUT FIRST…LETS
UNDERSTAND THE
WORLD IN WHICH
WE OPERATE

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. 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. WE SUFFER FROM ‘FOMO’ -
INCREASING OUR CONSUMPTION OF
CONTENT FROM THE MOMENT WE
WAKE ’TIL THE MOMENT WE SLEEP

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. OUR CONTENT PREFERENCES ARE RAPIDLY EVOLVING…
OUR PREFERENCES ARE RAPIDLY EVOLVING…FROM CHOOSING ALBUMS TO NOW
CHOOSING SONGS…

9. …FROM SELECTING & READING A NEWSPAPER TO SELECTING ARTICLES
Image via The Next Web

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. …& WHEN THEY WANT IT. OUR JOB IS TO BE THERE
THE DIGITALLY SAVVY HCP; 2015

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. GREAT CONTENT GIVES
YOU VISIBILITY &
HELPS YOU WIN THE
ONLY BATTLE THAT
MATTERS - THE BATTLE
FOR ATTENTION

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. 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. SO ARE ALL BRANDS NOW
PUBLISHERS?
YES BUT THAT IS OVER-
SIMPLIFYING THINGS

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. 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. 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. 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. KEY TAKEAWAYS
AND SOME CRITICAL SUCCESS FACTORS

22. START AT THE
END
YOU NEED A CLEAR
VISION

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. UNDERSTAND YOUR
STARTING POINT
OTHERWISE HOW WILL
YOU PLAN YOUR JOURNEY?

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. BRING PEOPLE
WITH YOU
ITS A MARATHON
RELAY…NOT A SPRINT

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. PICK METRICS THAT MATTER

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.

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