As the landscape of healthcare changes, professional referral partnerships are becoming vital for organizations of every type. But what role can content marketing play? How can you use content to enhance your profile in the eyes of strategic partners like hospitals and physician groups? If you’ve already mastered content marketing to engage senior residents and their adult children, now is the time to use the same tools to create a powerful network of referral partners that will generate a steady stream of referrals for your higher levels of care services. Learning Objectives: -How to use marketing to build healthcare-based referral relationships -How to create great content to engage network partners and grow referral channels -Best practices from top healthcare brands that you can use too

1. How Content can Kick-Start your
Professional Referrals
Senior Care Marketing Sales Summit
Ahava Leibtag, President, Aha Media Group
October 3 2017

2. https://contently.com/strategist/201
6/07/26/infographic-content-
consumed-every-minute-absolutely-
ridiculous/

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http://contentmarketinginstitute.com/wp-content/uploads/2017/07/smartbrief-content-marketing-institute-how-content-influences-purchasing-process-research.pdf

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22. Challenges
1. Too much content
2. Regulated industry
3. Small teams
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23. Challenges
1. Too much content
2. Regulated industry
3. Small teams
23

24. How do we break through the
clutter?
24

25. Don’t ignore your audience
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28. Backstory:
He has been working for the same law firm for 12
years and business is growing quickly. His
administrator hired the previous two IT companies,
but neither of them could keep up with the firm’s
growing needs. Adam was also disappointed by their
work ethic. He knows his firm needs outstanding
outside help because they don’t have the resources to
bring in an internal IT employee. Adam wants a
company that will help anticipate the firm’s needs. He
wants to hire a highly recommended company that is
extremely reliable.
Age: 38
Lives in: Bethesda, MD
Education: Georgetown Law School,
Penn Undergraduate
Occupation: Patent Attorney in
Washington, D.C.
HH Income: 250K (+50K)
Family: Wife, Julie, 34, Graphic Designer
Daughter, Danielle, 11
Son, Michael, 8
Lifestyle/Personality:
• Drives an Acura and wife drives a
Honda CRV
• Gym membership and plays tennis
• Coaches Michael’s soccer team
• Family travels twice a year to California
• Shops at Brooks Brothers and J.Crew
• Dines out often with clients
Devices and Channels:
iPhone, iPad, laptop and desktop
News and Information:
Reads the Wall Street Journal and world
news online
Tasks and Objectives:
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
• What is your pricing structure?
• Who are some of your clients? Can you
provide customer recommendations?
Adam J. Seeking IT services: “We need professional help with our IT.”
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29. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”
29

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35. Judy, Jen & Taylor
www.ahamediagroup.com

36. “Jen's kids have had a few cases of
strep this past year so she's reading up
on natural strep throat treatments.”
“Judy's husband has gout
so she tries to learn all
she can about it.”
www.ahamediagroup.com

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38. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”
38

39. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”
39

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43. Challenges and Solutions
1. Too much content
2. Regulated industry
3. Small teams
43
1. Document your customer:
Get to know your audience
and create content that
speaks to them and their
needs with empathy

44. Challenges
1. Too much content
2. Regulated industry
3. Small teams
44

45. How do we build awareness?
45

46. Content Marketing
1. Builds a relationship through high-quality content
2. Demonstrates a unique point-of-view
3. Provides expertise or “thought leadership”
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55. www.ahamediagroup.com

56. Think about?
1. What do we have to say that’s relevant in the marketplace?
2. Can we increase value for our audiences and build brand
awareness?
3. How much do our audiences really care?
56

57. Challenges and Solutions
1. Too much content
2. Regulated industry
3. Small teams
57
2. Create helpful content: That
engages and educates your
audiences so they can do their
jobs better

58. Challenges
1. Too much content
2. Regulated industry
3. Small teams
58

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60. How can you manage content
production and strategy with
small(ish) teams?

61. Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
@ ahavaL #SMASHSRCARE
Business
Goals
User
Tasks

62. Editorial/Brand
All organizations need to know:
1. To whom are you talking? (Personas)
2. Who are you? (Brand pillars)
3. What are you trying to say? (Messaging)
4. How do you say it? (Voice and tone)
5. Where and when do you say it? (Editorial calendar/channel
management)
@ ahavaL #SMASHSRCARE

64. Challenges:
1. Feeding the content beast with wellness stories and info-
graphics
2. No strategy or direction to repurpose and recycle content they
had already created
3. Content not engaging or resonating on social media channels (no
traffic)
64

65. Geisinger’s Social Community Reach
5/1/2015 – 5/1/2016
Channel Growth
Facebook 27%
LinkedIn 33%
Twitter 18%
Instagram 2825%
(started April 2015)
All 30%

66. Facebook Increase in Engagement & Reach
Total Likes
Page
Engagement
Weekly Total
Reach
Apr-15 27,622 961 26,291
Apr-16 35,333 3,975 38,110
Increase 28% 314% 45%

67. Facebook Increase in Engagement & Reach
Total Likes
Page
Engagement
Weekly Total
Reach
Apr-15 27,622 961 26,291
Apr-16 35,333 3,975 38,110
Increase 28% 314% 45%

68. How do you keep up with the
constant demands for content?
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71. Content has 3 parts.
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73. Content Formats
• Written articles
• Podcasts
• Videos
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data

74. vs.
74

75. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare

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http://contentmarketinginstitute.com/2017/09/research-habits-content-marketers/

83. What makes sense to measure?
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84. 3 Things to Measure and Associated KPIs
1. Consumption Metrics
2. Lead Generation Metrics
3. Sales Metrics
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85. 1. Consumption Metrics
• Page loads
• Downloads
• Views
• Shares
• Engagement
85

86. 2. Lead Generation Metrics
• CRMs
• Phone calls
• Appointments
86

87. 3. Sales Metrics
• Sales by lead source
• Revenue per sale
• Sales from new vs. returning customers
87

88. Measurement can be tricky
• Run a few pilot projects first to get a sense of your numbers
• Decide beforehand what KPIs are important to both you and
your executives
• Engagement above anything else
• Look for trends. Not every piece of content is going to
resonate. Try and understand why.
88

89. Challenges and Solutions
1. Too much content
2. Regulated industry
3. Small teams
89
3. Plan for content: Break
apart larger chunks and
measure your ROI for more
funding

90. Summary
1. Content marketing is about building a relationship with your
audience and creating useful and educational content for them.
2. Does your brand have answers to the five essential questions?
3. Plan for larger pieces of content to break apart into smaller
chunks.
4. Measure your successes and celebrate them!
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92. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ ahavaL #SMASHSRCARE
THANK YOU!
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