The document discusses driving patient engagement through healthcare content marketing. It argues that content should be viewed as a conversation with patients and defines the goals of content marketing as attracting, acquiring, and engaging patients to drive action. It then provides five rules for effective healthcare content marketing: 1) understand the difference between informational content and delivery methods; 2) know your target patient audiences; 3) clearly define your healthcare brand; 4) use stories and focus on patients rather than technology; and 5) ensure content is created for patients rather than just the healthcare organization. The overall message is that content should foster an ongoing conversation with patients through varied formats and channels to build connections.

1. “Healthcare Content is a
Conversation: Driving Patient
Engagement”
@ahavaL Ahava Leibtag
President
Aha Media Group, LLC

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9. FILL A VOID
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AND DO IT BETTER THAN OTHERS.

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15. PEOPLE LOVE TO ENGAGE.
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16. It gives them a sense of belonging.
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25. People crave connection.
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26. Transparency.
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27. Today
• What is content?
• Why do we have such a hard time with
content?
• 5 Rules You can Use: How can we be better
healthcare content marketers and how?

31. @ahavaL

32. CONTENT IS A CONVERSATION.

33. TO WHOM ARE WE
TALKING?

34. WHO ARE WE?

35. WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition

36. Intimate
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37. Politically Sensitive
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38. Opaque
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39. Dangerous
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40. Requires Definition
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41. #cmworld, @ahavaL

42. CONTENT REVEALS TO
THE WORLD WHO WE
ARE.

43. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.

44. 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
Sales Funnel
MarketingSales
Nurturing
Database

46. Content marketing allows you to
sustain the conversation.

47. Goals of content marketing
• Attract: Create content that will draw prospects like bees
to a blossoming flower
• Acquire: Give them the content in exchange for an email
address or some other form of potential ongoing contact
• Engage or connect: Continue to engage by creating and
sending relevant content about your product, service or
knowledge base
• Drive profitable action: Clearly align your content creation
and distribution efforts with your business goals

48. #cmworld, @ahavaL

49. 5 Rules for Healthcare
Content Marketing that
Converts

50. Rule #1:
Know the Difference
Between Information and
Delivery

52. @ahavaL #UXPA2013

53. Content Marketing Types
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers

54. VS.
(DON’T GET CONFUSED)

55. Content Delivery Vehicles
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter

58. Rule #2:
Know Your Audience

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65. Rule #3:
Define your Brand
[Don’t be afraid]

66. MULTIDISCIPLINARY

67. COMPLEX

68. ADVANCED

69. STATE-OF-THE-ART

70. WORLD-CLASS

72. Brené Brown
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73. Stories are data with a soul.
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74. It’s not mobile first.
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It’s not content first.
Stories first.
People first.

75. What makes you different?
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77. Are you willing to speak human?
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81. WWJD?
Are we creating this content for us?
Are we creating this content for our
audience?
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82. Let’s continue the conversation…
#cmworld, @ahavaL
www.ahamediagroup.com

83. QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331