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Melanie MerrifieldSenior Content Strategist,
AIS Media
Presented by
Featured Clients
Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX
SOCIAL
PR
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
SOCIAL
CRM & MA
ANALYTICS
DESIGN
SEARCH
PR
CONTENT
THE NEW RULES
Content Marketing
Today’s DiscussionContent Marketing
1. Definition
2. Evolution
3. Importance
4. The Triad
5. Strategy
6. Application
Content Marketing
is Booming!
44 Billion Dollar
Industry
Spending On
the Rise
Increase
Remain the Same
Unsure
Significantly Increase
Decrease
B2C Content Marketing Spending(over next 12 months)
Google’s
Panda algorithm
is designed to prevent
sites with
poor quality content
from working their way
into Google’s
top search results.
May 20, 2014
What the heck is content
marketing?
ANSWER: Customer-centric, digital information that
creates or builds engagement with your brand. Communication you feel will add value.
Multiple Digital Channels
Various Formats
Original
Reposted
Awareness Consideration Decision
Co
mm
itmen
t Level
Videos
Quizzes &Widgets
Ratings & Reviews
Trend Reports
Live Events
Demo Videos
InteractiveVideos
Calculators
eBooks &Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
InfographicsArticles
Webinars
Curated List
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Deliver the right content through the right channel at the right time – in the right format.
Let’s Break It Down:
More Listening, Less Selling
Long Term Strategy
Create Patient Preference, Not A Sale
The Evolution
Evolution of Content Marketing
1960’s PR
1980’s Retention / Loyalty Marketing
2000’s Marketing Automation
The Phenomenon
Good quality content that’s useful
to searchers saw huge gains in
traffic thanks to Panda 4.0.
2 of the Top 10 Winners & Percentage of Traffic Gained:
emedicinehealth.com > 500 %medterms.com > 500 %
Content Marketing Use
by Healthcare Organizations
• American Diabetes Association
• Boston Children’s Hospital
• Children’s Hospital of Philadelphia
• Cleveland Clinic
• National Institutes of Health NIH
• New York Presbyterian Hospital
• Stanford Hospital & Clinics
• Strike Out Cancer Now Powered By Cancer
Treatment Centers of America
• The American Heart Association
• University of Pittsburg Medical Center
• University of Texas MD Anderson Cancer Center
• WebMD
Content marketing costs 62% less than traditional marketing & generates approximately 3X as many leads.
90% of consumers find custom content useful
Custom Content Council
70% of consumers prefer getting to know a company
via articles over ads.Content Marketing Institute
78% believe organizations providing custom content are interested in
building good relationships with them. Custom Content Council
Importance in Healthcare
Healthcare marketing is at least
2 years behind most industries…
What Does
Content
Marketing
Look Like in
Healthcare?
0
10
20
30
40
50
60
70
In-House Only Outsourced Only Both
Healthcare
All
Insourcing vs. Outsourcing
of Healthcare Content Creation
HIPPA compliance-approved content
Reposting saves time
Surrounds the practice with added authority
Simplifies production
Inclusion of brand names can lift awareness
43% of healthcare marketers plan
to increase their content marketing spend over the next 12 months, compared to 54% for all industries.
Content Marketing World Health Summit
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Medium/Large(=>$500M)
Small(<$500M)
Pharma Devices Biotech
Increase
Same
Decrease
Change in Marketing Budgets for US
Healthcare Companies in 2014 (by type)
Your Healthcare Organization Needs Relevant Content
Sources:
1. Reposting / Sharing
2. Original Content
3. Outsourcing
Counts
Content Marketing Triad
The Content Marketing Triad:
PersonasTarget Audience
CalendarHow Often You’ll Publish
FormatPrint, Video, Infographic…
3340 Peachtree Road NE Suite 750 Atlanta, GA 30326 | www.aismedia.com | 404.751.1043 | @AISMedia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
So
cia
l M
ed
ia –
Oth
er
tha
n B
log
s
Art
icle
s o
n Y
ou
r W
eb
sit
e
eN
ew
sle
tte
rs
Blo
gs
Cas
e S
tud
ies
Vid
eo
s
Art
icle
s f
rom
oth
er
Web
sit
es
Wh
ite P
ap
ers
On
lin
e P
res
en
tati
on
s
We
bin
ars
/ W
eb
ca
sts
Info
gra
ph
ics
Mic
ros
ite
s
Mo
bile
Co
nte
nt
Mo
bile
Ap
ps
Po
dc
as
ts
*Source: North America: Content Marketing Institute/Marketing Profs (2014)
Healthcare Content Marketing Usage (by tactic)
Content Strategy
Steps to Defining Your
Content Strategy:
1. Defining Personas
2. The Patient Journey
3. Determine Frequency
• Demographics
• Service line
• Lifestyle
• Education
1. Build Your
Patient Personas
• Health needs and interests
• Technology involvement
• Patient life circumstances
• And more…
Finally ReadyHe/she has waited a lifetime to address a specific body feature like a nose or jawline. May view elective surgery as a major milestone. Is willing to undergo discomfort for the desired outcome. Wants to believe now is the best time to act, if price allows.Interest level: Low Psychographic: This is my time Role: Decision maker with lesser means, spends wisely
Plastic Surgery Personas at a GlanceForever Young 35+ adult striving to look her best. See cosmetic procedures as a necessary part of aging. Wants effective procedures for long-term effect, with minimal discomfort. Price is inconsequential.Interest level: High Psychographic: Age is the enemy Role: Decision maker with means
My Best SelfRequire surgical procedures following medical procedure such as mastectomy. Seeks to regain or improve pre-diagnosis appearance. Balances desire to proceed with treatment fatigue. Emotionally fragile; needs encouragement and support. Interest level: Medium Psychographic: Reconstruction is part of emotional healing. Role: Decision maker with means, insurance issues
Define The
Patient Journey2. 72% of Internet users say they looked online
for health information within the past year.
59% adults have looked online for health information in the past year
39% have used the internet to try to figure out what medical condition they or another may have. “online diagnosers”
53% online diagnosers talked with a clinician about what they found online
41% online diagnosers had their condition confirmed by a clinician
Pew Research Center
Leverage the benefit of blogs or
case studies that incorporate the
stories of real patients.
16% online health seekers, in the past year, tried to find others who might share the same health concerns
30% internet users have consulted online reviews or rankings of health care services or treatments
26% internet users, in the past year, have read or watched someone else’s experience about health or medical issues
Pew Research Center
Content Can Support Patient Choice
Frequency:
How often you publish.
Get yourself or your team on a schedule.
Why?
Google looks for fresh content
You’ll rank in search
Traffic to your site
= More leads!!!
3. Determine Your
Frequency
Rules for Healthcare Marketers
Key Takeaways:
1. Share information, not medical advice
2. Start with your target personas
3. Write for your patients
4. Work on your timing
5. Plan ahead
6. Mix your formats
7. Be realistic about resources
8. Get started
Watch All Of Our Webinars In This Series
Smarter SEO (organic and paid)
Must-open E-mails
Compelling Content
High-impact, Responsive Website Design
Accountable Strategies for Higher ROI
And much more…
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
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| Education & Events
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