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Large healthcare organizations are slow to change. Often decisions are made on traditional thinking, even when knowledge, technology, and tools have evolved. Key marketing stakeholders are reluctant to embrace innovative new ways to share health messages with patients and physicians because they are comfortable with their view of the world. Healthcare marketing must evolve. For generations, explorers believed the world was flat. Fear, uncertainty, and dread suppressed true exploration and discovery. Explorers believed the world was flat, so their world was, indeed, flat. Content marketers are challenging traditional beliefs and exploring brace new worlds. As a healthcare marketing pioneer, you must be prepared to address the concerns of marketers who do not want to fall off the face of the Earth. We offer five key questions that will inspire new bold thinking and brave exploration. We will offer tips for navigating dangerous waters and discovering new worlds, relevant to pharmaceutical marketing. Columbus, the Flat Earth, and the Way to Inspire Change in Large Healthcare Organizations Written by Buddy Scalera. Designs by Ivan Ruiz. Comic Art by Pat Quinn. http://www.ochww.com #hcmktng Presented at Content Marketing World 2013 in Cleveland, OH Tags: CMWorld, content marketing, content marketing world, healthcare marketing, hcmktng, Flat Earth, content strategy, content marketing strategy, inspiration, inspiring change, content analytics
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Columbus, the Flat Earth,
and the Way to Inspire Content Marketing in Health Organizations
Buddy ScaleraSVP Content Strategy & Media
#cmworld
The Buddyverse
Social:twitter.com/MarketingBuddy
instagram.com/buddyscalera/
pinterest.com/buddyscalera/
linkedin.com/in/buddyscalera
(Google+) bit.ly/buddygplus
Web: Work: OCHWW.com
Other:Personal: BuddyScalera.com
Blog: WordsPicturesWeb.com
#cmworld
#cmworld
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Some Truth
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#cmworld
Kraken Jokes!
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Why Personal Promotion Worked
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Non Personal Promotion
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Non Personal Promotion
Personal
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Non Promotion
Personal
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WhyNon Personal Promotion
(Sometimes)Fails
#cmworld
Brand at the Center of the Universe
Dinner meeting
Tele-detail
Display Ads
WebinarWebsite
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail Brand
#cmworld
Deliver the Message?
Dinner meeting
Tele-detail
Display Ads
WebinarWebsite
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail BrandBrand Message
#cmworld
How We Talk to Customers
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Marketing to Top DecilesR Xs
HCPs
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Marketing to the Top CustomersR Xs
HCPs
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Opportunities for GrowthR Xs
HCPs
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Content Marketing Is The Answer
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User Journeys in Healthcare
Seeker Considerer Active Solution
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Brand Message
Seeker Considerer Active Solution
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Cont
ent
Cont
ent
Cont
ent
Brand Message
Seeker Considerer Active Solution
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KPI KPI KPI KPI KPI
Measuring the Impact of Content
Cont
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Cont
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Cont
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Brand Message
Seeker Considerer Active Solution
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1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
ent
Cont
ent
Seeker Considerer Active Solution
Brand Message
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2.1 2.2 2.3 2.4 2.5Engagement
1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
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Cont
ent
Seeker Considerer Active Solution
Brand Message
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3.5Action
2.1 2.2 2.3 2.4 2.5Engagement
1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
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ent
Seeker Considerer Active Solution
Brand Message
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SeekerPre-Seeker Evangelism1.6
2.6
3.6
1.0
2.0
3.5
2.1 2.2 2.3 2.4 2.5
1.1 1.2 1.3 1.4 1.5
KPI KPI KPI KPI KPI
Cont
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Seeker Considerer Active Solution
Brand Message
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User as Center of the Universe
Tele-detail
Display Ads
Webinar Website
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail
Dinner meeting
#cmworld
Why change is hard
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“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”
-Archimedes (287 – 212 BC)
#cmworld
“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”
-Archimedes (287 – 212 BC)
[Assassinated]
#cmworld
Think LikeColumbus
#cmworld*Not historically accurate. Maybe.
Think LikeColumbus*
#cmworld
Challenge Thinking
#cmworld
WIFM: Know Your Audience
#cmworld
Use What You Have
#cmworld
Build on Incremental Wins
#cmworld
Be Careful Out There
#cmworld
Think Differently
ChallengeThinking
Built onIncremental Wins
WIFM: KnowYour Audience
Use WhatYou Have
Be CarefulOut There
#cmworld
Thank you.Buddy Scalera,
Ogilvy CommonHealth Worldwide@MarketingBuddy
#cmworld
Designs by Ivan Ruiz. Comic art by Pat Quinn.
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