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The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience. In this webinar, you’ll learn how to: Establish a content marketing program Use content marketing in a healthcare environment to build service line volume Create content that is truly valuable and gets shared Go beyond social media as a content marketing strategy Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Citation preview
Content Marketing for Healthcare
BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
Webinar Information• Webinar lasts one hour
• Enter questions at any time
• Recording will be posted on geonetric.com/webinars within 24 hours
• Please mute your phones
• Please take the post-webinar survey which will appear at the conclusion of the webinar
• Follow along on Twitter using the #GeoLive hashtag
Geonetric Clients
About GeonetricGeonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
Get Our New Whitepaper!
Request your free copy!
Today’s PresenterBen Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.
Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.
He’s also a Twitter junkie – follow him at @benatgeo.
Content Marketing for Healthcare
BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
POLL:
In Terms of Content Marketing…
JANUARY
Top Five Content Trends for 2013
FEBRUARY
The Content Conundrum
MARCH
Content Marketing for Healthcare
Why Sponsor a Space Jump?
Click icon to add picture
Content marketing is becoming the publisher
rather than the advertiser.
This is Content Marketing!
This Barely Scratches the Surface
Benefits of Content Marketing
• Public trust
• Engaged prospects
• Happier clients
A Few Fundamentals
It’s Time for Us All to Admit Something...
You're just not that interesting.
Stop Talking About Yourself…
And start talking about potential patients’ interests.
Don’t Get Hung Up on the Rules
Start with the End in Mind
The “Content” in Content Marketing
The “Content” in Content Marketing
• Blogs
• Podcasts
• Videos
• Whitepapers
• eBooks
• Infographics
• Social media
• Webinars
• Magazines
• Pamphlets
• Infomercials
• TV news spots
• Ask the doc newspaper column
• Events (sometimes)
“Fundamentally, it's not just about content, it's about
identity, relationships and content.”
- Amit Singhal, Google Fellow
“You need to be exceptional, inspirational, unique, credible,
fun, beneficial to share, don't get obsessed with relevance
(relevance to audience is very important, but to product, not so
much).”- Rand Fishkin, CEO of SEOMoz
LNO Breast Cancer Event
LNO Health & Wellness Event
LNO Health & Wellness Event
LNO Breast Cancer Event
Creating the Right Content
Editorial Calendar• Daily - Tweet
• Weekly - Blog
• Monthly – Webinar or in-person event
• Quarterly – Research report or major whitepaper
Map Content to the Consumer Buying Cycle
Awareness
Evaluation
Purchase
Retention
Or, In Healthcare Terms…
Source: The Advisory Board Oncology Roundtable report: Inside the Mind of the Cancer PatientUncovering Patient Preferences toGuide Cancer Program Investment
Simpler – Weight Loss Surgery
Research options
Evaluate programs
Evaluations and
approvalsSurgery
Post-procedure recovery
Research Options
The “Marketing” in Content Marketing
Match Marketing Approach to Situation
• Push campaigns– Demand generation
– Elective procedures
• Ongoing efforts– Acute issues
Newsjacking
Be the Trusted Resource at the Right Moment
Match Marketing to the Channel
How Do You Know Which Channel is the Right
Channel?
Call CKHS-GI1
Search engines + keywords
Direct via home page Advertised URL
CRM
TV
Most Visits Here
Tracked Value Here
Pressure to Defend Value
Direct URL
Search engine
PPC
Social media
Vanity URL
Home page
Landing page
Interior page
Online conversion
Departure / Untracked phone
#
Tracked phone #
Make an Offer• This is how you make the
goal relevant
Redesigned Form Based on Analytics
Before After
Pulling it Together
Get Our New Whitepaper!
Download…
TWEET IT: #GEOLIVE
Questions?
• To learn more:– Contact us
– 800.589.1171
– Bryan.Fentress@Geonetric.com
• Visit our website:– www.geonetric.com
• Connect with us– @geonetric
The Content Marketing for Healthcare Video
Watch the VideoInterested in viewing the original Content Marketing for Healthcare webinar? Now you can! Visit our webinar page to watch the recording, listen to an .mp3 or download the .pdf slide deck for the webinar.
Watch the Content Marketing for Healthcare webinar!
New White Paper Available
Get to the Point: Web Writing for HealthcareYou know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web.
Request your free copy!
Next Month’s Webinar
Translating Site Data into ActionApril 18 - 3:00 p.m. CT
Do you have a good understanding of what’s happening with your online efforts? Are you getting value from your analytics?
Most organizations aren’t and it’s not for lack of data. From Google Analytics to pay-per-click, the amount of data available
about your hospital’s Web presence is staggering. Lots of numbers – but not enough insight. Attend this webinar to learn how to measure the success of your online efforts. We’ll help
you translate all that data into actionable plans.
Thank You
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