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
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.”
28
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
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
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
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
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
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
63.
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?
68
@ ahavaL #SMASHSRCARE
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!
90
How do you deal with all of the challenges in a content marketers life? First, there’s so much content.
People are overwhelmed, on a daily basis, with the amount of content that’s out there
And yet, this content all exists
There’s tons of regulations and perceived misconduct
But here’s what we know– from a study of more than 1,200 business leaders across 18 verticals
Judy is 65. Married to John. Retired. Has a good pension.
Lives in Virginia.
Has two grown children and 5 grandchildren.
She LOVES Facebook and uses it on her desktop computer. Has an iPhone that she is still learning how to use.
Walmart shoppers. Big savers.
Willing to travel for better healthcare. John has gout. Judy has an auto-immune disorder.
Trying to eat healthier – doctor said she and her husband need to follow a heart-healthy diet.
Jen is 36. Married to Mark. 3 Children under the age of 8. Lives in Cleveland.
Lives on her iphone. Facebook and Pinterest junkie. Gets more email than she’s able to read.
Aspires to be the “super” mom and have it all.
Works in marketing.
She cooks her family’s meals and is always trying to find ways to get her kids to eat healthier.
Takes of her children and husband before spending time for herself or worrying about her own health.
Taylor is 27. She works for an SEO agency in California.
Fitness freak.
Obsessed with health recipes.
A little bit of a foodie.
Single.
Focused on staying healthy.
What does a physician need to know and when? What does a discharge planner need to know to make the decisions easier? How can care managers be helped?