6- part Webinar series: The New Rules of Digital Marketing for Medical & Healthcare Organizations.

1. Melanie Merrifield
Senior Content Strategist,
AIS Media
Presented by

2. Featured Clients

3. Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX

4. SOCIAL
PR
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
EMAIL

5. SOCIAL
CRM & MA
ANALYTICS
EMAIL
DESIGN
SEARCH
PR
CONTENT

6. THE NEW
RULES
Content Marketing

7. Today’s Discussion
Content Marketing
1. Definition
2. Evolution
3. Importance
4. The Triad
5. Strategy
6. Application

8. Content Marketing
is Booming!
44 Billion Dollar
Industry
Spending On
the Rise

9. Increase
Remain the Same
Unsure
Significantly Increase
Decrease
B2C Content Marketing Spending
(over next 12 months)

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

11. What the heck
is content
marketing?

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

15. The
Evolution

16. Evolution of Content Marketing
1960’s PR
1980’s Retention / Loyalty Marketing
2000’s Marketing Automation

17. The
Phenomenon

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

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

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

22. Importance in
Healthcare

23. Healthcare marketing is at least
2 years behind most industries…

24. What Does
Content
Marketing
Look Like in
Healthcare?

25. 0
10
20
30
40
50
60
70
In-House Only Outsourced Only Both
Healthcare
All
Insourcing vs. Outsourcing
of Healthcare Content Creation

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

28. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Medium/Large
(=>$500M)
Small
(<$500M)
Pharma Devices Biotech
Increase
Same
Decrease
Change in Marketing Budgets for US
Healthcare Companies in 2014 (by type)

29. Your Healthcare Organization Needs Relevant Content
Sources:
1. Reposting / Sharing
2. Original Content
3. Outsourcing
Counts

31. Content
Marketing Triad

32. The Content Marketing Triad:
Personas
Target Audience
Calendar
How Often You’ll Publish
Format
Print, Video, Infographic…

33. 3340 Peachtree Road NE Suite 750 Atlanta, GA 30326 | www.aismedia.com | 404.751.1043 | @AISMedia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesfromotherWebsites
WhitePapers
OnlinePresentations
Webinars/Webcasts
Infographics
Microsites
MobileContent
MobileApps
Podcasts
*Source: North America: Content Marketing Institute/Marketing Profs (2014)
Healthcare Content Marketing Usage (by tactic)

34. Content
Strategy

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

40. Content Can Support Patient Choice

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

42. Rules for
Healthcare
Marketers

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

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
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