10. Google’s
Panda algorithm
is designed to prevent
sites with
poor quality content
from working their way
into Google’s
top search results.
May 20, 2014
12. ANSWER: Customer-centric, digital information that
creates or builds engagement with your brand.
Communication you feel will add value.
Multiple Digital Channels
Various Formats
Original
Reposted
13. Awareness Consideration Decision
CommitmentLevel
Videos
Quizzes &
Widgets
Ratings &
Reviews
Trend Reports
Live Events
Demo Videos
Interactive
Videos
Calculators
eBooks &
Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature
Guides
InfographicsArticles
Webinars
Curated List
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Deliver the right content through the right channel
at the right time – in the right format.
14. Let’s Break It Down:
More Listening, Less Selling
Long Term Strategy
Create Patient Preference, Not A Sale
18. Good quality content that’s 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 %
19. Content Marketing Use
by Healthcare Organizations
• American Diabetes Association
• Boston Children’s Hospital
• Children’s Hospital of Philadelphia
• Cleveland Clinic
• National Institutes of Health NIH
• New York Presbyterian Hospital
• Stanford Hospital & Clinics
• Strike Out Cancer Now Powered By Cancer
Treatment Centers of America
• The American Heart Association
• University of Pittsburg Medical Center
• University of Texas MD Anderson Cancer Center
• WebMD
21. 90% of consumers find
custom content useful
Custom Content Council
70% of consumers prefer
getting to know a company
via articles over ads.
Content Marketing Institute
78% believe organizations providing
custom content are interested in
building good relationships with them.
Custom Content Council
26. HIPPA compliance-approved content
Reposting saves time
Surrounds the practice with added authority
Simplifies production
Inclusion of brand names can lift awareness
27. 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 Summit
35. Steps to Defining Your
Content Strategy:
1. Defining Personas
2. The Patient Journey
3. Determine Frequency
36. • Demographics
• Service line
• Lifestyle
• Education
1.Build Your
Patient Personas
• Health needs and interests
• Technology involvement
• Patient life circumstances
• And more…
37. Finally Ready
He/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 wisely
Plastic Surgery Personas at a Glance
Forever 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 means
My Best Self
Require 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
38. 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 year
39% 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 online
41% online diagnosers had their condition confirmed by a clinician
Pew Research Center
39. 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 treatments
26% internet users, in the past year, have read or watched
someone else’s experience about health or medical issues
Pew Research Center
41. Frequency:
How often you publish.
Get yourself or your team on a schedule.
Why?
Google looks for fresh content
You’ll rank in search
Traffic to your site
= More leads!!!
3.Determine Your
Frequency
43. Key Takeaways:
1. Share information, not medical advice
2. Start with your target personas
3. Write for your patients
4. Work on your timing
5. Plan ahead
6. Mix your formats
7. Be realistic about resources
8. Get started
44.
45. Watch All Of Our Webinars
In This Series
Smarter SEO (organic and paid)
Must-open E-mails
Compelling Content
High-impact, Responsive Website Design
Accountable Strategies for Higher ROI
And much more…
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
WEBINAR SERIES
Digital Marketing for
Healthcare Professionals
| Education & Events
Schedule Your FREE
Digital Marketing
Consultation