Downloaded 28 times
Uploaded byAbel Ahing
Content Marketing Program for Hospitals
The document outlines a comprehensive content marketing program aimed at building an emotional connection with customers through various strategic approaches and targeted messaging. It emphasizes the importance of understanding the target audience, creating engaging content, and measuring success through specific metrics. Key components include a content marketing calendar, understanding personas, and different content types tailored to serve the needs of the audience, particularly women managing health and wellness for themselves and their families.
Content Marketing Program for Hospitals
- 1. KMI Content MarketingProgramme Building emotional connection with content marketing. Management Paper Making our brand experience – its message, actions and services, TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL.
- 2. Content 1 Whydo content marketing? 2 How we will do content marketing. 3 Content marketing calendar. 4 How we will measure success.
- 3. Why do content marketing? 1
- 4. To build astrong, endearing brand • Attract and acquire customers. • Increase reach and engagement. • Build endearing emotional connection with customers. • Improve conversion rate.
- 5. 2 How wewill do content marketing.
- 6. Drivers of strongbrand The cornerstone of all brands. Are our target customers and key stakeholders aware of our brand? Is it the first one that comes to their minds? The 5 drivers Proof points. Reasons to believe. Is our brand unique or different in customer-relevant, customer-compelling ways? Does our brand deliver a good value for the price? Does our brand connect with people on an emotional level? Do customers and potential customers perceive our brand to be convenient?
- 7. The levels andblocks we need to build for a strong brand. Resonance Cherished memories. Sense of community. Active engagement. Judgements Feelings Superior patient-centred service. Best-in-class healthcare provider. Go-to for healthcare & medical resources. Performance Imagery Salience Recall rates – within top 3 Brand recognition - high Peace of mind, feel my best. Being respected & well-cared for. Most convenient. Best value for money. Highest safety. Efficacy of treatments. Consistently pleasant experience. Specialist hospital close to home. Labcoats, friendly, caring professionals. Pink uniforms - smiling, most friendly, caring nurses. Logo evokes strong feeling of care; compassion, healing & wellness. Common sight in the community. The place to go when in need of medical care. The community’s dominant, trusted, favourite hospital. Part of my extended family & community. Have strong memories of growing up with the hospital.
- 8. Content Marketing Approach Be Heard. Know your audieBncee .Credible. Know your brand position. Be Distinctive. Know your ‘onBlye.’ Substantial. Know your strengths. Be Focused. Know your niche. Be Part of the Community. Know what others are saying.
- 9. Content Marketing Approach Target Audience • Who is the target audience? • How many personas? Mission • What are we trying to accomplish? Message • What is the takeaway from the stories we will be telling? Content Channel Metric What is our story? What is the book about? What does each chapter say? Which channel is most suited to tell our story? How to ensure our stories are found? How to integrate this channel with other channels? How do we measure impact?
- 10. Content Marketing MissionStatement What do we stand for? ( as opposed to what we sell) What do we stand for? Our core audience? Women – at POME, moms, busy career moms. What will be delivered to the audience? • Refreshing approaches to manage health and illness in the family. • Inspiring, engaging health and wellness ideas. The outcome for the audience? • Easier to manage and care for self, children and family health and illness. • Empowered and inspired to keep self and family healthy and happy. POME = Point Of Market Entry, e.g. just married, expecting mom, first-time mom, etc.
- 11. Target personas Womenat POME Getting married Just-married First pregnancy First toddler Working family women With toddlers With adolescents With teens Caring for sick child Women in 40s Rationale: • Women search more than men • Women make or influence household purchase decision. • Women serve as vehicle for word-of- mouth. • Maternity & childcare are bread & butter of hospital services.
- 12. Content Marketing MissionStatement We care for the whole you: mind, body and spirit. Here we strive to help you easily manage your own and your family’s health and medical needs. This is the place where women like you can find useful information, professional advice, expert insights, resources and inspiration from other women to help you and your family stay healthy and to help you to manage illness in your family. Everything we do here is designed to empower and inspire you to make you and your family healthier, and most importantly, a place you love to be. KMI Centre for Women’s Health
- 13. Types of contentthat serve the needs of target personas What is our story? What is the book about? What does each chapter say? Essential Guides How-Tos Tips Gamification Testimonials Infographics Expert Opinion Alerts Myth busting Latest techniques New discoveries Independent reviews Comparative information Playlist
- 14. Content Distribution Channel If we want people to read our content, we’ve to serve it to them. HTML email newsletter KMI Website KMI Womens Health Blog KMI Womens Health Video channel KMI Womens HealthTalk Facebook Group KMI LinkedIn Womens Health Community KMI Google+ Womens Health Community
- 15. How we willsustain the program and build our content marketing capability. Meet demand Create trust Youtility Nurture change Thought leadership Storyteller Be found Generate awareness SEO Inbound marketing Create demand. Differentiate. Create evangelists. Change beliefs. Awareness builder
- 16. Evolve: Build awareness Be found Generate awareness SEO Inbound marketing Awareness builder Website: Weekly – 2 “How to”articles” Blog: FAQ post Social: Daily posts on FB, Twitter Linkedin: Company Page, blog posts In-person: Events SEO Results: Top 10 across 30 keywords Website: 25% increase in traffic Blog: 100% increase in traffic. Social: >10k likes, 1,000 followers. Plan Target
- 17. Evolve: Meet demand Create trust Meet demand Youtility Nurture change Meet demand Does more traffic = better conversion rates? Does better SEO results = people really care? What content types at what frequency gives better quality traffic and help sales more? Do tent-pole pieces help?
- 18. Evolve: Filling thewell of emotional connection Non-reader Drive by Repeat reader Registered reader Subscriber Loyalist Promotion, Distribution Tagging, Search Engine Optimization Hot Topics, Viral Hits, Packages Discovery, Personalization, Email In-person Events, Experiences, Connections Reader Contributions
- 19.
- 20. Buyer Decision-making Process& Content Matrix Buying stage Question Answer/Topic Format Unaware of problem What needs fixing? Best practice Email Determine Criteria What solutions are out there? Email, guide Evaluate options Chose solution Differentiation of solutions Testimonials Email, Video Resolve issues Validation of service / hospital Need recognition Information search Evaluate alternatives Choice / purchase Map the content to be used for each persona at various stages of the buying cycle.
- 21. Topics & themes • What kind of content we need to create to serve target personas? • What tone, style, and delivery strategies we need to develop? • What topics and targets we should focus on to help continually grow our business? • Will this topic resonate with my segment? • If we don’t make __________________ ridiculously happy, we’ve failed.
- 22. Topics & themes • Reproductive Health • Preconception Health • Pregnancy • Breastfeeding • Prenatal Care • Newborn Care • Toddlers to Teens • Fitness and Nutrition • Family Planning • Oral Health • Preventive Care and Screening • Tools and calculators • SMS service – Text4Mom • Ask The Expert section • Track your 40 weeks with the Pregnancy Newsletter. • Healthy Aging • Parenting • Family Health and Wellness • Birth Defects and Developmental Disabilities • Emergency Preparedness and Response. • Bone Health • Cancer
- 23. Text4mom sms service The Text4mom service serves messages with the most critical information that our experts want pregnant women and moms with infants under one to know. The comprehensive set of messages address: • Prenatal Care • Safe sleep • Immunization • Breastfeeding • Nutrition • Oral Health • Immunization • Family Violence • Physical Activity • Safety • Injury Prevention • Mental Health • Substance Abuse • Developmental Milestones • Labor & Delivery • Car Seat Safety • Exercise
- 24. Sample text4mom Pregnancy Free t4m msg: Morning sickness may be caused by a change in your hormones. Try eating crackers or dry cereal. Eat small meals often. Don’t go without eating. Free t4m msg: Have you visited a Dr. or midwife ? If not, make an appointment now. Call 1-800-mom to connect to KMI mom care. Free t4m msg: Your baby is growing a lot! Baby is now the size of a lime & can open its mouth & move its tiny hands. Free t4m msg: If you have any signs of preterm labor--cramps, belly tightening, low back pain, bleeding, or watery, pink/brown discharge--call your Dr. right away. Free t4m msg: A seat belt protects you & your baby. Shoulder belt goes between your breasts & lap strap goes under your belly (not on or above). Wear it every time. Free t4m msg: Are you really in labor? Real labor won’t stop when you lie down or walk around. In real labor, the pains get worse & happen more often. New Baby Free msg: It's time for baby's 1-month Dr.'s visit. Your baby had blood tests right after she was born. At this visit, ask your Dr. for the results. Free msg: Not sure if your car seat is installed right? Get it inspected. JPJ can help. Call 03-xxxxxxx for locations near you. Free msg: Your baby’s mouth needs cleaning now—even before the first tooth! Wipe your baby’s gums each day with a wet washcloth or use a soft baby toothbrush. Free msg: Worried about keeping baby warm at night? Infant pajamas & infant sleep sacks are safe for baby to wear to sleep. But no loose blankets in the crib. Free msg: Babies can get very sick from the flu. You & everyone who cares for your baby should get the flu shot during flu season. Call 1-800-mom for info. Free msg: Have you gone back to work? It can be tough. Take it one day at a time & know you’re not alone in this balancing act.
- 25. Editorial Calendar TopicDates Topic Dates September 8 Things To Do When Planning a Pregnancy. Know your numbers. 10 Questions to Ask Before You Have A Baby The Importance of Prenatal Care 05- Sep 07-Sep 12-Sep 19-Sep Sexual Health Basics Tips for Conceiving Girl/Boy Top Women’s Health Threats 20-Sep 27-Sep 28-Sep October Are you pregnant? Learn what you can do now to have a healthy baby. Week by Week Pregnancy Calendar Preparing for your first prenatal visit. 03-Oct 10-Oct 12-Oct Preventing Problems During Pregnancy. Doctor’s tip for eating right during your pregnancy. Dealing with pregnancy complications. Your 1st Trimester 17-Oct 24-Oct 26-Oct 31-Oct November Why 39 weeks is good for your baby. How To Alleviate Morning Sickness. Keeping Your Children Healthy During the School Holidays. 02-Nov 07-Nov 09-Nov Your 2nd Trimester Pre-birth preventive care. 5 Things to Think About Before Your Baby Arrives. Tips for enjoyable holiday travel. 14-Nov 16-Nov 21-Nov 23-Nov December Your 3rd Trimester How Will I Know I’m In Labour? Understanding Cesarean Section. Just In Case You Find Yourself Unexpectedly Giving Birth 05-Dec 07-Dec 12-Dec 14-Dec Natural Pain Relief for Childbirth. Preparing your children for a healthy school year. Nutrition for your child’s brain and memory. 19-Dec 21-Dec 26-Dec January What To Take With You To The Hospital. Cord Blood Storage. The Finish Line – Labour and Delivery 02-Jan 04-Jan 09-Jan 4 Important Things After Your Baby Arrives. All About Breastfeeding Breastfeeding Tips for New Moms. 16-Jan 23-Jan 30-Jan February Protecting your baby from flu. Sleep and Your Baby Confessions of First-time Moms. 01-Feb 06-Feb 13-Feb Healing After Childbirth. 10 Tips for Losing Your Post-baby Belly. Real Women, Real Stories – How to enjoy a pregnancy. Returning To The Bedroom After Childbirth. 15-Feb 20-Feb 22-Feb 27-Feb
- 26. Duration of programme:evolving from good to great. Awareness-building Thought leadership Story-telling Pilot blog & YouTube 2014 2015 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 27. How we willmeasure success. 4
- 28. Goals • Reach#1 position in search engines by: 1. earning inbound links to website, blog and other owned media with well-engineered off-page SEO. 2. well-designed on-page SEO / key word optimization. 3. well-crafted meta tags for page titles and description. 4. reliable, interesting and useful content. • Increase earned media • Increase conversion rate – views-to-leads, leads-to-sales
- 29. Measuring success ofcontent marketing Revenues New customer acquisition
- 30.
- 31. Additional slides forreference Backup slides
- 32. Personas – BusyMom Persona name Attributes Status Married Time in status 2 ½ years Age range 25 - 30 Children 1 Daily tasks Accountant Role in household purchase decision Decision-maker May Likes / Dislikes Frustrations, Stressors/Pain Points Childcare, Child health, Balancing career & family Pressures 2nd child Major Concerns Proximity to healthcare facility, medical insurance PATH Group Traditionalist Want to know more about Breastfeeding, Caring for toddler. Preferred Content Medium Web Days/Times Most Likely to Consume Content After work, 9 - 11pm Place(s) Most Likely to Find Information Home Internet, Health magazine Buying stage Seeker
- 33. Personas – Engaged& Busy Persona name Attributes Status Engaged Time in status 8 months Age range 25 - 30 Children None Daily tasks Web Designer Sofia Role in household purchase decision Likes / Dislikes Frustrations, Stressors/Pain Points Limited time Pressures Getting married Major Concerns Body weight, dengue, medical costs PATH Group Clinic Cynic Want to know more about Preferred Content Medium Mobile Days/Times Most Likely to Consume Content After work, 7 – 9pm Place(s) Most Likely to Find Information Web Buying stage Seeker
- 34. Segmentation by Psychographics 9 PATH groups, 11 health dimensions Clinic cynic ⓿ Very Low Somewhat Low Very high Moderate Somewhat high Avoider Generic Traditio nalist Family centred Loyalist Ready user Indepen dently healthy Naturali st Involvement in family health ⓿ Trust in medical professionals ⓿ ⓿ Experiment with health care alternatives Avoid health care ⓿ Healthcare information seeking ⓿ Involvement in decision making Health proactivity ⓿ Health emphasis and ⓿ involvement Receptivity to healthcare ads Quality concern Price concern
- 35. Sources of breakingcontent ideas Responses to legislative or industry development. The story you wish the reporter would have told. Events and seasonal opportunities. Social conversations
- 36. Brand equity model Resonance Judgements Feelings Performance Imagery Salience Rational Emotional Branding objective at each stage: Intense, active loyalty Positive, accessible reactions Points of parity & difference Deep, broad brand awareness Stages of brand development: 4. Relationships What about you and me? 3. Response What about you? 2. Meaning What are you? 1. Identity Who are you?
- 37. Effectively influence thedecision making process • One element of brand equity is the set of associations between the brand and important ideas. • To persuade consumers to associate our brand with these ideas, we want to engage them by providing informative, useful, engaging content. • Give meaningful voice in the crowded field of healthcare and medical advice.
- 38. Approaches – editorialcalendar • perform extensive keyword research to “topic model” blog categories, then assign experts to create “everything you need to know about” content for each topic. • Use editorial calendar to frame content strategy and build discovery into content calendar • Allow trending and breaking news stories to inform content calendar, and calibrate our capabilities to deliver responses in near real time. • Utilize established editorial calendars for healthcare industry publications to build the framework of campaigns and our calendar.
- 39. Marketing BSC KPI– Conversion Rate Having clear business goals makes it easier to decide the CRM initiative to implement. + Positive impact - Negative impact 1. Choose a goal. 2. Select most influential lever to achieve goal. Business goals/ Levers Increase customer base Increase revenue from existing customers Decrease churn for high-value customers Weed out low-value customers Lower cost to serve Customer retention N/A + ++ N/A - Cross-selling N/A ++ + N/A - Customer satisfaction N/A + ++ N/A + Channel effectiveness + + + N/A ++ Cross-selling performance indicators Initiatives to improve • Conversion rate • Cost of infrastructure • Cost of redemption • Cost per contact • Value of offer Targeting of profitable customers Ability to deal with follow-up contacts Convenience of response Delivery of offer Presentation of offer Attractiveness of offer 3. Map initiatives around performance indicator of greatest economic impact. July 22, 2012 Footer text here 39
Editor's Notes
- #2 Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- #5 Brand communications have shifted from controlled to chaotic. In the pre-digital world, marketers had the luxury of being able to control most of their customers’ interactions with their brands — through ads, packaging, POS, and carefully solicited PR editorial. But in today’s post-digital era, most of consumers’ information about a brand originates from sources outside of the brand’s control, such as user-generated content, ratings and reviews, or social chatter. Savvy brands are investing in the convergence of brand and customer experience. Leading firms have identified the critical role a good (or bad) customer experience has on their brand, and they are putting their dollars behind it. Delta invested $3 billion to revamp its customers’ experience not just in the air, but on the ground. This includes better mobile features like being able to rebook a missed or cancelled flight directly in the Delta app, along with better facilities at the gate like comfy seats with plenty of USB and power outlets to go around. Chief marketing officers must shift from brand management to brand experience. CMOs must shift their organizations from a company-centric view that controls the brand as an asset to a customer-centric mindset that serves to create a more holistic experience across every touchpoint from TV screen to customer service.
- #7 Brands are significant quantifiable financial assets. A brand is ultimately a business tool with the potential to create pricing power, market share, and market expansion. The growth in the importance of brand value over the past 30 years is unmistakable. Millward Brown calculated that more than 30% of the market capitalization of S&P 500 companies was derived from the intangible assets of the brand. We have to communicate and unleash that value to the company. Consumers expect more from brands. Brands today have to work harder than ever to earn technology-empowered consumers' business. A brand must create an emotional connection with customers that goes beyond easily mimicked features and benefits. Forrester's research proves that strong, resonant brands must secure referral — to be recommended by friends and family, be preferred over other brands, and have the ability to command a premium price. Companies are losing their traditional sources of competitive advantage. The business of building strong brands has become more critical in the age of the customer. No industry is immune from the disruptive force of consumer-empowering technology that is eroding traditional sources of competitive advantage. As competitive barriers like manufacturing strength, distribution power, and information mastery crumble, the only sustainable competitive advantage is knowledge about and engagement with customers.
- #35 Understanding how patterns of thinking and behavior are related to health and demand for health care services. Here's an example: People who strongly disagree with the following statement, "I only go to the doctor if I am really sick or injured" generate between $1,500 and $3,000 more claims per person per year than those people who strongly agree with the statement. These are claims dollars not associated with treating sickness, but treating the propensity to seek care! About 15% of adults in the U.S. strongly disagree with the statement, and those folks generate at least $4.7 billion in medical spending every year. If the percentage of folks who strongly disagree with the statement increased by 1%, health care costs for the nation would go up about $3.1 billion every year. There are employees you really need to engage in employee wellness programs, and there are those you do not. Being able to make the distinction betweem the two takes only 20 questions and four minutes. You can literally invest about $3,000 and gain insights into employee behavior that can save you $36,000 or more per year in health benefits costs for the next three years for every 500 employees you have..