This document outlines best practices for pediatric healthcare content marketing presented by Ahava Leibtag of Aha Media Group. It discusses the challenges of modern marketing like reduced attention spans and lack of brand loyalty. It recommends filling a void and engaging audiences with content that fosters a sense of belonging. Specific rules covered include knowing the difference between content formats and delivery, collaborating across departments on content, understanding the target audience, defining the brand's voice, following the "rule of 4" with different media types, and regularly updating content. A case study from Sentara Heart Hospital demonstrates success in driving engagement through a content marketing strategy.

1. Best Practices for Pediatric
Healthcare Content Marketing
Presentation to:
Children’s Hospital Association’s Strategic Marketing and
Communications Forum Meeting
Ahava Leibtag
President
Aha Media Group
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2. @ahavaL
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3. Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
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4. Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
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5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. The times…they are a changin’.
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12. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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13. SO WHAT WORKS?
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21. FILL A VOID
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22. AND DO IT BETTER THAN OTHERS.
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27. PEOPLE LOVE TO ENGAGE.
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28. It gives them a sense of
belonging.
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37. People crave connection.
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38. Transparency.
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39. Today
• What is content?
• Why do we have such a hard time with
content?
• Defining content marketing
• 6 Rules You Can Use: Can we be better
healthcare content marketers and how?
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40. CONTENT IS A CONVERSATION.
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41. TO WHOM ARE WE
TALKING?
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42. WHO ARE WE?
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43. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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44. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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45. Sales Funnel
Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Marketing Sales
Nurturing
Database
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47. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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48. Goals of content marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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49. #1: Attract
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50. #1: Attract
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51. #2: Acquire
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52. #3: Engage or Connect
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53. #3: Engage or Connect
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54. #3: Engage or Connect
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55. #4: Drive Profitable Action
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56. Think: Multiple Touch Points
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57. Content marketing allows you to
sustain the conversation.
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58. Content Marketing Stats
• Content marketers’ top priorities were found to be
driving leads and engaging buyers
• 71% of marketers are increasing spend on content
marketing in 2014
• 85% of marketers saw an increase in awareness
building as a result of content marketing
• 76% of marketers saw and increase in buyer
engagement as a result of content marketing
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59. 6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
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60. Rule #1:
Know the Difference
Between Information and
Delivery
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63. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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64. VS.
(DON’T GET CONFUSED)
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65. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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70. Rule #2:
Collaborate on Content
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UX IT PR
Executive
Marketing Leadership
Customer
Visual Relations
Design
Sales

77. Apps Websites
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Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
Blogs
Email
Marketing

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80. You need a lot of people.
With a lot of talents.
In different areas.
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81. Rule #3:
Know Your Audience
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88. Rule #4:
Define your Brand
[Don’t be afraid]
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89. MULTIDISCIPLINARY
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90. COMPLEX
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91. ADVANCED
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92. STATE-OF-THE-ART
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93. WORLD-CLASS
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95. Brené Brown
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96. Stories are data with a soul.
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97. It’s not mobile first.
It’s not content first.
Stories first.
People first.
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Conversations first.

98. What makes you different?
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100. Are you willing to speak human?
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104. Rule #5:
Follow the Rule of 4
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105. For every piece of content:
1. Text
2. Audio
3. Image
4. Video
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107. Rule #6:
Prune your Pumpkins
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109. Content Marketing Impact
• 74% of marketers saw an increase in
SEO/web traffic resulting from content
marketing
• Over 61% of marketers saw an
increase in lead quality and quantity
due to content marketing
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110. Case Study: Sentara Heart
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111. Heart Profiler
• Provides
interactive
call-to-action
• Trackable
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112. How we did it?
• Build calendar based on key messages, unique
programs and services, and consumer-interest
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113. Pinterest
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114. Off-line can be fun, too.
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115. Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
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116. 6 Rules Review
1. Know the difference between content
format and delivery
2. Collaborate on Content
3. Know your Audience
4. Define your Brand
5. Follow the Rule of 4
6. Prune your Pumpkins
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117. Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
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119. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
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