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2
Content Marketing
Opportunity Review
Current SSO Client
July, 2014
3
Agenda
Introductions
Current landscape
Examples
How we can help you
Our process and results
4
StayWell introductions
Jason Pagels Vice President,
Custom Content
Solutions
Crystal Kaiser Custom Content
Solutions
Colleen Toole Senior Vice President,
Integrated Content Marketing
TBD Title
Ernie Cox Vice President,
Senior Creative Director
5
Content Marketing has been our business for over 30 years
Our philosophy: Give consumers the gift of health information and you’ll earn their trust so that they’ll turn to you when they need your services.
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We offer you a strategic approach to cross-media communications to deliver the
right information at the right time in the right format.
Print Solutions
Health Portals and Digital
Health Content
Social Media
Websites
Mobile
Ipage Digital
Publication and App
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We serve…
Some of the most respected names in the country.
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We serve… Some of the most respected names in the country
Over 68 Academic Medical Centers
9
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
Current Landscape
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Current landscape for ABC Hospital
Goals & Objectives
Current Marketing Tactics
SEO Insights
Assessment
What are you trying to achieve?
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Goals & Objectives
Promote 100th Anniversary
Increase awareness and preference to drive more volume
+ First Urgent Care opening Spring (2 more in Fall)
Service Line Growth
+ Neuroscience
+ Cardiology
+ Oncology
More relevant web content
Need consumer blog
+ Launching physician blog Q4
Grow Social
Track ROI
What are you trying to achieve?
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Website
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Social Media
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Publications - Community
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Publications - Physicians
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SEO Insights Organic Traffic
Number of Keywords: 52 Total Ranking Opportunities: 156 Top 1: 23 Top 5: 48 Top 10: 58 Top 20: 76 Market Penetration: 46.853%
Sample Keywords: • akron neurology
• cancer centers in ohio
• neurologist akron ohio
• northeast ohio cardiovascular
specialists
• akron hospital
• ohio cancer center
• ohio cardiology
• ohio heart and vascular center
• hospitals in ohio
• top neurosurgeons in ohio
1471
689 Total Traffic Opportunity
Akron Traffic
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Current SEO Rankings Keywords Currently Ranking With Opportunity for Growth
Best Hospital In Ohio 30 8
Best Hospitals In Ohio 110 6
Cancer Hospitals In Ohio 30 4
Hospitals In Akron Ohio Area 20 4
Neurologist Akron Ohio 50 9
Neurologist In Akron Ohio 20 11
Neurology Akron Ohio 10 10
Northern Ohio Heart Center 30 18
Ohio Cancer Center 50 8
Ohio Cancer Specialists 110 11
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General and Service Line SEO Rankings Keywords Not Currently Ranked with Opportunity for Growth
Best Neurosurgeons In Ohio 20
Cardiologist Akron Ohio 30
Cardiologist In Ohio 10
Hospitals In Northeast Ohio 110
Hospitals In Ohio 880
Hospitals Ohio 140
List Of Hospitals In Ohio 90
Ohio Cardiology 40
Ohio Neurology 40
Top Hospitals In Ohio 40
Top Neurosurgeons In Ohio 20
Best Neurosurgeons In Ohio 20
Cardiologist Akron Ohio 30
Cardiologist In Ohio 10
Neurologist In Ohio 20
Neurologist Ohio 20
Neurologists In Ohio 20
Northeast Ohio Cardiovascular
Specialists 40
Ohio Cardiology 40
Ohio Heart Health 30
Ohio Neurology 40
General Service Line
19
Power of Strategic Content
Strategy
Know your audience
What types of content
What channels to engage
Content fuels entire strategy (Print, Site, Social, SEO)
Acquisition
Engagement
Retention
Cohesive Messaging • Integrated • Targeted • Driving Results • Measured for success
20
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
We know content.
We know your audience.
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We know what health consumers are interested in
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Consumers are seeking help to stay healthy, as well as answers
KSW Consumer Research, 2013
We have the health
content to address all
these issues – the
most comprehensive
collection in the
industry.
23
Online, they seek information about specific health concerns
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Strategic content in print drives engagement
25
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
What we believe:
The 3 Tenets of Content Marketing
26
27
Children’s Hospitals and Clinics of Minnesota
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The Artful Blend
29
Baylor Scott & White Health
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Layered Content
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Meridian Health
32
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
Additional Examples
33
Driving readers online
34
Driving readers online
35
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
Sample Campaigns
36
Target audience Women 25 to 35
Communication goals • Develop a life-long relationship by positioning the client as the
provider of the highest-quality maternity care and the best
local resource for maternity-related information.
• Utilization relationship begins with maternity, but extends to
pediatric and women’s health services.
6 Key CUSTOM Tactics • Print magazine
• Maternity calendar
• Microsite
• E-newsletter
• Text program
• Social media program
Mom Central Station Learn, Connect, Share!
37
Microsite
Text program
Enewsletter
Magazine
Calendar
Social media
A comprehensive campaign to engage
38
Social media: Facebook and Pinterest.
39
Thrive Connect, Support, Succeed!
Target audience Women 45-55 who were recently diagnosed with diabetes
Communication goals
• Position your health care organization as the go-to
lifestyle and wellness resource
• Lifestyle-focused program to engage community and
encourage compliance
• Given the target, program would include women’s health,
heart health, nutrition, fitness, weight-management,
stress management, recipes, and similar topics.
5 Key CUSTOM Tactics
• Custom microsite that includes a “community message
board” and blogs
• Social media program
• Promotional e-mail program
• Print magazine
• Cookbook
40
Thrive
Microsite
E-Newsletter
Social Media
Publication Postcard
41
At Your Best Inform, Motivate, Succeed!
Target audience
Men, 55-65, unmarried, diagnosed with diabetes for 5-10
years
Communication goals
• Encourage compliance by creating “stealth” campaign that
managing diabetes will enhance a man’s overall quality of
life.
• Content’s tone and communication style makes the man
feel empowered.
• Relevant and related content includes co-morbidities, heart,
obesity, vision, prostate, depression.
4 Key CUSTOM Tactics
• Print magazine
• Promotional e-mail program
• Dimensional direct mail
• Benefits Playbook
42
At Your Best
Newsletter
Postcard
E-Newsletter
Guidebook
43
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
How we can help you?
44
Content that moves across channels
45
Content Assets
46
Photography & art assets Fresh, compelling photos, illustration, and infographics are a crucial component of our custom solutions –and we add new assets to the asset collection each month!
47
Visual Assets
Infographics
Tip Sheets
Our designers are experts at translating data into appealing images.
48
Custom Content Solutions
We have content for all of your needs – publications, physician/service directories, referring physician, foundation, service line, Health Care Reform, ACO, community benefit reports – we do it all!
49
Personalized communication Our content, design and quality support CRM/data-driven and service line driven campaigns …
50
Custom Website Content & Design Development
51
Digital Publications
http://tinyurl.com/kswipagedemo
Fully accessible on the web and all mobile and
tablet devices
Can be sent as an email option
Interface includes archive access, search, download, page
navigation and sharing
App version also available and allows for push notifications –
options available for both iOS and Android
Share with social media sites
52
Social Media integration
53
Publication Storyboard – Enhance the value of your health library Integrated into your online health library and searchable by taxonomy.
All content from
publication is added into
the News Center or as a
standalone tab in
“storyboard” type format.
Client example
54
Storyboard landing page view
Provides a quick view of all
stories with the ability to share.
Fully integrated in health library and
mapped to related terms, keywords,
physicians, etc.
55
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
Our Process and Results
56
Effectiveness optimized
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Measuring results
There are plenty of metrics to tell you if you’re being
successful in engaging consumers:
+ likes, clicks, shares, friends, followers, page views.
But eventually, you are going to want to measure the impact
in terms that speak to the C-suite.
That takes time – but it can be done.
+ Measure “lift” in utilization among target audience over
time
+ Track appointment requests, class registrations, program
enrollment generated by campaigns via a dedicated
landing page.
+ Measure change in brand awareness and perception via
consumer research.
We’ll work with you to develop the
metrics and measurement program that
arms you with the information you need.
What are you trying to achieve?
58
A case study in Effectiveness
59
Results
60
Readership Surveys validate print publications
Data based on reader survey results for 40 providers in 18 states, 2007-2012.
61
Pricing. Here’s what we propose.
Publication cost (per issue)
• 100% custom , including design and editorial
• 4-color, on X# matte coated paper stock
• 8-3/8”x10-7/8” size
• 8 pages in length
• Print quantity per issue
• Estimated mailing quantity per issue
• 4 issues per year
$XXXX per issue
WebVersion (if
applicable) (per
issue)
• online version
for posting to your
website
• $100 per page --
$800 per issue
TOTAL COST
PER ISSUE = $
List and mail service cost (per issue)
• includes purchase of age-, income-, and/or gender-qualified mailing list
• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream
$XXXXXX per issue
Postage estimate (per issue)
• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution
• does not include permit fees or freight for shipping publications
$XXXXX per issue
We appreciate the
opportunity to partner
with you, and are confident
we will deliver solutions
that exceed your
expectations!
Let’s talk about next steps.
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