Content Marketing program for healthcare hospitals. This is a proven content marketing playbook for healthcare providers and hospitals. Useful for marketers working in health care organizations who want to implement digital marketing.

1. KMI Content Marketing Programme
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 Why do 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 a strong, endearing brand
• Attract and acquire customers.
• Increase reach and engagement.
• Build endearing emotional
connection with customers.
• Improve conversion rate.

5. 2
How we will do
content marketing.

6. Drivers of
strong brand
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 and blocks 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 Mission Statement
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
Women at 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
Mission Statement
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 content that 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 will sustain 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 the well 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. Content marketing
calendar
3

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
Topic Dates 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 will measure
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 of content marketing
Revenues
New customer acquisition

30. Approval

31. Additional slides for reference
Backup slides

32. Personas – Busy Mom
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 breaking content 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 the decision 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 – editorial calendar
• 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.
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