The document is a presentation about creating healthcare content marketing with built-in ROI. It discusses the challenges of modern marketing like reduced attention and lack of brand loyalty. Content marketing goals are outlined as attracting prospects, acquiring contacts, engaging audiences, and driving profitable action. Six rules for healthcare content marketing are presented: know the difference between content formats and delivery, collaborate on content, know your audience, define your brand, follow the rule of 4 for multi-media content, and prune underperforming content. A case study on a healthcare organization's content marketing program is reviewed that resulted in increased engagement and leads.

1. Creating Healthcare Content
Marketing with Built-in ROI
Webinar for:
The New England Society for Healthcare Communications
Ahava Leibtag
President
Aha Media Group
@ahaval #neshco

2. @ahavaL #neshco
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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. 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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12. SO WHAT WORKS?
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20. FILL A VOID
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21. AND DO IT BETTER THAN OTHERS.
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26. PEOPLE LOVE TO ENGAGE.
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27. It gives them a sense of belonging.
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36. People crave connection.
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37. Transparency.
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38. 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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39. CONTENT IS A CONVERSATION.
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40. TO WHOM ARE WE
TALKING?
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41. WHO ARE WE?
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42. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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43. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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44. 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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46. 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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47. 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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48. #1: Attract
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49. #1: Attract
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50. #2: Acquire
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51. #3: Engage or Connect
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52. #3: Engage or Connect
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53. #3: Engage or Connect
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54. #4: Drive Profitable Action
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55. Think: Multiple Touch Points
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56. Content marketing allows you to
sustain the conversation.
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57. 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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58. 6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
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59. Rule #1:
Know the Difference
Between Information and
Delivery
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62. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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63. VS.
(DON’T GET CONFUSED)
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64. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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69. Rule #2:
Collaborate on Content
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UX IT PR
Executive
Marketing Leadership
Customer
Visual Relations
Design
Sales

76. Apps Websites
@ahaval #neshco
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
Blogs
Email
Marketing

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79. You need a lot of people.
With a lot of talents.
In different areas.
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80. Rule #3:
Know Your Audience
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87. Rule #4:
Define your Brand
[Don’t be afraid]
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88. MULTIDISCIPLINARY
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89. COMPLEX
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90. ADVANCED
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91. STATE-OF-THE-ART
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92. WORLD-CLASS
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94. What makes you different?
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96. Are you willing to speak human?
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100. Rule #5:
Follow the Rule of 4
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101. For every piece of content:
1. Text
2. Audio
3. Image
4. Video
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103. Rule #6:
Prune your Pumpkins
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105. 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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106. Case Study: Sentara Heart
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107. Heart Profiler
• Provides
interactive
call-to-action
• Trackable
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108. How we did it?
• Build calendar based on key messages, unique
programs and services, and consumer-interest
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109. Pinterest
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110. Off-line can be fun, too.
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111. Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
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112. 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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113. 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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114. @ahaval #neshco

115. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
@ahaval #neshco