Content Marketing Rules for Healthcare Organizations

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    16-Jul-2015

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Melanie MerrifieldSenior Content Strategist, AIS MediaPresented by

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Featured Clients

2So long yellow pages, its been nice

Founded 1997Award-winning digital agencyClients - growing companies, leading brands, Fortune 500Key industries - Healthcare, Financial, TechnologyQUICK FACTS

Atlanta, GADallas, TX

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SOCIALPRCRM & MA

ANALYTICS

SEARCH

CONTENT

DESIGN

EMAIL

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SOCIALCRM & MA

ANALYTICS

EMAIL

DESIGN

SEARCH

PR

CONTENT

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THE NEW RULESContent Marketing6Todays DiscussionContent MarketingDefinitionEvolutionImportance

4. The Triad5. Strategy6. Application7

Content Marketing is Booming!

44 Billion Dollar IndustrySpending On the Rise8

B2C Content Marketing Spending(over next 12 months)

9Source Marketing profs 2013

http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarkes-budgets-and-trends

Googles Panda algorithm is designed to prevent sites withpoor quality content from working their way into Googles top search results.May 20, 201410What the heck is content marketing?

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ANSWER: Customer-centric, digital information that creates or builds engagement with your brand. Communication you feel will add value.

Multiple Digital ChannelsVarious FormatsOriginalReposted

12Customer-centric, digital information that creates or builds engagement with your brand.Multiple digital channels: e-mail, e-newsletter, websiteVarious formats:ArticlesInfographicsChartsImagesVideosHow-to demonstrationsCase StudiesTestimonialsCartoonsQuizzesSurveysContests and promotionsSurprising facts

Original or Reposted, with proper credit to original sourceCommunication you feel will add value

Commitment LevelVideos

Quizzes &WidgetsRatings & ReviewsTrend Reports

Live Events

Demo Videos

InteractiveVideos

Calculators

eBooks &Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics

Articles

Webinars

Curated List

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

DecisionDeliver the right content through the right channel at the right time in the right format.Where those formats fit in the patient journey13

Lets Break It Down:

More Listening, Less SellingLong Term StrategyCreate Patient Preference, Not A Sale14The Evolution

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Evolution of Content Marketing1960s PR1980s Retention / Loyalty Marketing2000s Marketing Automation16The Phenomenon

17Hit them hard with stats!

Good quality content thats useful to searchers saw huge gains in traffic thanks to Panda 4.0.2 of the Top 10 Winners & Percentage of Traffic Gained:

emedicinehealth.com > 500 %medterms.com > 500 %18The biggest winner was Glassdoor, a site that provides useful information for job seekers. Next on the list is eMedicineHealth, which provides health information for consumers, and Medterms, a medical dictionary.

Content Marketing Use by Healthcare OrganizationsAmerican Diabetes AssociationBoston Childrens HospitalChildrens Hospital of PhiladelphiaCleveland ClinicNational Institutes of Health NIHNew York Presbyterian HospitalStanford Hospital & ClinicsStrike Out Cancer Now Powered By Cancer Treatment Centers of AmericaThe American Heart AssociationUniversity of Pittsburg Medical CenterUniversity of Texas MD Anderson Cancer CenterWebMD19

Content marketing costs 62% less than traditional marketing & generates approximately 3X as many leads.

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90% of consumers find custom content usefulCustom Content Council70% of consumers prefer getting to know a company via articles over ads.Content Marketing Institute78% believe organizations providing custom content are interested in building good relationships with them. Custom Content Council21Importance in Healthcare

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Healthcare marketing is at least 2 years behind most industries 23And that means Relationships are getting lostAccording to research from the Content Marketing Institute, health care marketing is at least two years behind most industries. The research points to health cares over-reliance on traditional printed content as well as the slow adoption rate of digital content in the form of blogs and case studies. This leaves people to make important decisions about health care without all the information they need to properly evaluate their options.It is important for marketers to be able to overcome compliance challenges, because the costs of not building customer relationships through digital content are too great to ignore.

What Does Content Marketing Look Like in Healthcare?24What Does Content Marketing Look Like in Healthcare?Medical information, not advice.Newsletters, pamphlets, take home informationReposting of interesting stories/updatesShareable informationSocial media (icons)

Insourcing vs. Outsourcing of Healthcare Content Creation25Health care marketers outsource more content than their peersCompared to their peers, health care marketers outsource content far more often. Printed content marketing vehicles have been a mainstay in the industry for a long time, often outsourced to content agencies. In addition, adding outside consult is always helpful, as fear of HIPAA violations is always a concern for marketers.

HIPPA compliance-approved contentReposting saves timeSurrounds the practice with added authoritySimplifies productionInclusion of brand names can lift awarenessBenefits of Content from 3rd Party26

43% of healthcare marketers plan to increase their content marketing spend over the next 12 months, compared to 54% for all industries.Content Marketing World Health Summit27Lets break it down a little more

Change in Marketing Budgets for US Healthcare Companies in 2014 (by type)28The graph presents data on the change of marketing budgets of health care companies in the United States in 2014, by type. During a survey, 23 percent of pharma executives stated their 2013 marketing budget decreased in comparison with the 2013 budget.

54% of marketers say they will increase their content marketing spending in the next 12 months.

Your Healthcare Organization Needs Relevant ContentSources:

1. Reposting / Sharing

2. Original Content

3. OutsourcingCountsContent is crucial to setting your healthcare organization apart from others, driving traffic to your website and bringing in businessYour content should: 29

Content Marketing Resources/Thought Leadership:

Content Marketing Institute (CMI)Key Portal for everything content marketing: education. research, training, resources, news. Publishes Content Chief Content Officer magazine.

Branded Content Marketing Association (BCMA)Content marketing industry organiztion focused specifically on Brand focused content. Publishes BCMA Weekly Digest. Encompasses members spanning world leading brands, broadcasters, filmmakers, studios, producers, advertising agencies, media planners, publishers, games and music producers.

EloquaAn Oracle company, providing a wide array of products support, services and education, addressing digital marketing overall, and a major player in content space.

KapostVendor of a dedicated content marketing platform, covering ideation, production, distribution and analysis of content marketing activities.

Marketing ProfsEducation portal for masrketers, focused section and courses on content maarketing

Custom Content CouncilStrives to be the definitive resource for content marketing, education, insights and thought leadership. Members span world leading brands, broadcasters, filmmakers, studios, producers, advertising agencies, media planners, publishers, games and music producers

CurataProvides "curation" software, to find, organize, acontextualize and share content.

OutbrainContent discovery/distribution platform

MashableResource for news, information on digital innovation

International Content Marketing ForumDrives best practices for the global customer publishing and editorial content industry, sharing knowledge, ideas and research. Promotes branded editorial content as a key marketing tool.

Content Marketing WorldMajor annual content marketing event

30Content Marketing Triad

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The Content Marketing Triad:32

3340 Peachtree Road NE Suite 750 Atlanta, GA 30326 | www.aismedia.com | 404.751.1043 | @AISMedia*Source: North America: Content Marketing Institute/Marketing Profs (2014)Healthcare Content Marketing Usage (by tactic)33Health care marketers tend to use print at higher rates than their peers:Print magazines:47 percent of health care marketers use them, versus 35 percent of all marketers.Print newsletters:43 percent of health care marketers use them, versus 28 percent of all marketers.Annual reports:36 percent of health care marketers use them, versus 26 percent of all marketers.There are also tactics health care marketers use less often than their peers:Blogs:58 percent of health care marketers use blogs, versus 74 percent of all marketers.Case studies:53 percent of health care marketers use case studies, versus 63 percent of all marketers. (This makes sense just think of the challenges in the Pharma industry.)

Content Strategy

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Steps to Defining Your Content Strategy:

Defining PersonasThe Patient JourneyDetermine Frequency35Customers want to find companies that have earned their attention.

DemographicsService lineLifestyleEducation1.

Build Your Patient PersonasHealth needs and interestsTechnology involvementPatient life circumstancesAnd more36

Finally ReadyHe/she has waited a lifetime to address a specific body feature like a nose or jawline. May view elective surgery as a major milestone. Is willing to undergo discomfort for the desired outcome. Wants to believe now is the best time to act, if price allows.Interest level: Low Psychographic: This is my time Role: Decision maker with lesser means, spends wiselyPlastic Surgery Personas at a GlanceForever Young 35+ adult striving to look her best. See cosmetic procedures as a necessary part of aging. Wants effective procedures for long-term effect, with minimal discomfort. Price is inconsequential.Interest level: High Psychographic: Age is the enemy Role: Decision maker with meansMy Best SelfRequire surgical procedures following medical procedure such as mastectomy. Seeks to regain or improve pre-diagnosis appearance. Balances desire to proceed with treatment fatigue. Emotionally fragile; needs encouragement and support. Interest level: Medium Psychographic: Reconstruction is part of emotional healing. Role: Decision maker with means, insurance issues

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Define The Patient Journey2. 72% of Internet users say they looked online for health information within the past year. 59% adults have looked online for health information in the past year39% have used the internet to try to figure out what medical condition they or another may have. online diagnosers 53% online diagnosers talked with a clinician about what they found online41% online diagnosers had their condition confirmed by a clinicianPew Research Center 38Understanding the Patient JourneyAccording to a Pew Research Center Internet Project, 72 percent of Internet users say they looked online for health information within the past year.

A walkthrough of how potential patients use the internet as a diagnostic tool.

Leverage the benefit of blogs or case studies that incorporate the stories of real patients.16% online health seekers, in the past year, tried to find others who might share the same health concerns 30% internet users have consulted online reviews or rankings of health care services or treatments26% internet users, in the past year, have read or watched someone elses experience about health or medical issues Pew Research Center 39In refining their content marketing strategy, health care marketers must also understand what types of information people are using to evaluate their decisions. The importance of peer-to-peer learning in health care signals that marketers should move quickly to leverage the benefit of blogs or case studies that incorporate the stories of real patients.

Content Can Support Patient Choice

Frequency: How often you publish.Get yourself or your team on a schedule.

Why?Google looks for fresh contentYoull rank in searchTraffic to your site= More leads!!!3. Determine Your Frequency41Rules for Healthcare Marketers

42Key takeaways to get you started

Key Takeaways:1. Share information, not medical advice2. Start with your target personas3. Write for your patients4. Work on your timing 5. Plan ahead6. Mix your formats7. Be realistic about resources8. Get started431. Share information, not medical adviceGrowth of Content Marketing:In the U.S. alone, more than 100 million Americans per year will visit health-related sites such as WebMD, FamilyDoctor.org, Healthfinder.gov, and CNN health.*SOURCE: Andy McCartney, How to Build Online Engagement With Health Care Communities, May 13, 2013, Content Marketing Institute

2. Start with your target personas

3. Write for your patients

4. Work on your timingDevelopment Evergreen/Timely Content Sources Experts, employees, freelancers, reposting, marketing automationEditorial Calendar Varied Mix of Distribution Channels Keeps Things InterestingOpt-in e-mail listNew website contentBlog a more personal insight

5. Plan aheadEditorial Calendar:Annual, 6-month, quarterly, weeklyMap goals, develop content to achieveDont be afraid to start smallConsider a marketing automation systemSupplement by outsourcing64% of healthcare marketers outsource content far more frequently than do their peers in other industries (45%).SOURCE: Health Care Content Marketing Trends, WPI Communications, October 23, 2013.

6. Mix your formats

7. Be realistic about resourcesAccording to Marketing Profs and MedCity Media, the biggest challenge for medical marketers is producing enough content.This is the leading reason for choosing marketing automation platform.

8. Get startedThen pay attention to whats working anduse that learning to make your content stronger.

You are now a content marketing rockstar! 44

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