Webinar for The New England Society for Healthcare Communications

1. Creating Healthcare Content
Marketing with Built-in ROI
Webinar for:
The New England Society for Healthcare Communications
Ahava Leibtag
President
Aha Media Group
@ahaval #neshco

2. @ahavaL #neshco
@ahaval #neshco

3. Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
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4. Demanding?
The average brand organization is
responsible for the content demands of 178
social media properties, plus websites, blogs
and live events.
--The Altimeter Group (2013)
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5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. Modern Marketing Challenges
• Ads don’t have the same power (esp. in
digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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12. SO WHAT WORKS?
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20. FILL A VOID
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21. AND DO IT BETTER THAN OTHERS.
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26. PEOPLE LOVE TO ENGAGE.
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27. It gives them a sense of belonging.
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36. People crave connection.
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37. Transparency.
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38. Today
• What is content?
• Why do we have such a hard time with
content?
• Defining content marketing
• 6 Rules You Can Use: Can we be better
healthcare content marketers and how?
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39. CONTENT IS A CONVERSATION.
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40. TO WHOM ARE WE
TALKING?
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41. WHO ARE WE?
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42. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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43. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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44. Sales Funnel
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
Marketing Sales
Nurturing
Database
@ahaval #neshco

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46. Modern Marketing Challenges
• Ads don’t have the same power (esp. in
digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
@ahaval #neshco

47. Goals of content marketing
1. Attract: Create content that will draw prospects like bees to a
blossoming flower
2. Acquire: Give them the content in exchange for an email
address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and
sending relevant content about your product, service or
knowledge base
4. Drive profitable action: Clearly align your content creation
and distribution efforts with your business goals
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48. #1: Attract
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49. #1: Attract
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50. #2: Acquire
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51. #3: Engage or Connect
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52. #3: Engage or Connect
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53. #3: Engage or Connect
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54. #4: Drive Profitable Action
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55. Think: Multiple Touch Points
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56. Content marketing allows you to
sustain the conversation.
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57. Content Marketing Stats
• Content marketers’ top priorities were found to be
driving leads and engaging buyers
• 71% of marketers are increasing spend on content
marketing in 2014
• 85% of marketers saw an increase in awareness building
as a result of content marketing
• 76% of marketers saw and increase in buyer engagement
as a result of content marketing
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58. 6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
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59. Rule #1:
Know the Difference
Between Information and
Delivery
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62. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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63. VS.
(DON’T GET CONFUSED)
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64. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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69. Rule #2:
Collaborate on Content
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75. @ahaval #neshco
UX IT PR
Executive
Marketing Leadership
Customer
Visual Relations
Design
Sales

76. Apps Websites
@ahaval #neshco
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
Blogs
Email
Marketing

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79. You need a lot of people.
With a lot of talents.
In different areas.
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80. Rule #3:
Know Your Audience
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87. Rule #4:
Define your Brand
[Don’t be afraid]
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88. MULTIDISCIPLINARY
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89. COMPLEX
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90. ADVANCED
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91. STATE-OF-THE-ART
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92. WORLD-CLASS
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94. What makes you different?
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96. Are you willing to speak human?
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100. Rule #5:
Follow the Rule of 4
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101. For every piece of content:
1. Text
2. Audio
3. Image
4. Video
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103. Rule #6:
Prune your Pumpkins
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105. Content Marketing Impact
• 74% of marketers saw an increase in
SEO/web traffic resulting from content
marketing
• Over 61% of marketers saw an increase in
lead quality and quantity due to content
marketing
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106. Case Study: Sentara Heart
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107. Heart Profiler
• Provides
interactive
call-to-action
• Trackable
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108. How we did it?
• Build calendar based on key messages, unique
programs and services, and consumer-interest
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109. Pinterest
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110. Off-line can be fun, too.
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111. Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
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112. 6 Rules Review
1. Know the difference between content
format and delivery
2. Collaborate on content
3. Know your audience
4. Define your brand
5. Follow the Rule of 4
6. Prune your pumpkins
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113. Who said?
“Getting an audience is hard. Sustaining an
audience is hard. It demands a consistency
of thought, of purpose, and of action over a
long period of time.”
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114. @ahaval #neshco

115. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
@ahaval #neshco