This was originally presented to VSHMPR (VA Society of Healthcare Marketing & Public Relations). It presents strategies for an infrastructure for content marketing as well as case studies and examples, tips and social media cheat sheets

1. Marketing Planning Overview
Date
Managing Chaotic Marketing
How to manage
content in an
integrated
digital world

2. Introductions
Howard Deskin
CEO & Internet Marketing Manager
Anne Moss Rogers
Marketing & Creative Director

3. Why is content marketing important in
healthcare?

4. Online Visibility
Content marketing
provides awareness and
branding that go beyond
a mere “web presence”
by engaging your target
markets in a meaningful
way

5. People “Google” health concerns
Google processes over one billion search requests per
day, with 80% of users going online to research health
information. Don’t you want to be in those results?

6. Be part of the social media conversation
Dayton Children’s Hospital set up alerts that allowed
them to post a blog link to alleviate this father’s fears.
That says “we care” without literally saying it.

7. Content marketing basics

8. The goal of content marketing is to
Reach, attract & consistently acquire a clearly defined
audience, driving them to engage in a platform where
you can tweak your message more specifically and stay
on their radar consistently, with the ultimate objective
of driving profitable customer action.
In Short: Reach  Attract  Engage  Touch
Content marketing is a continuous funnel. It’s not
always fast but it is very effective.

9. Content marketing includes
• Blog posts
• Whitepapers
• Infographics
• Email/Newsletters
• Videos
• Webinars/Events
• Press Releases
• Mobile Apps
• Websites
• Online Communities (forums)
• And more we don’t know about yet!

10. Content marketing is the new SEO
Blogs, articles &
shares are what
search engines
value and what
boosts your
position in search
results. Sharing
on social media is
the new “backlink
strategy”.
Technical SEO is
only 5% of your
efforts.

11. Mobile marketing is hot!
Are your email newsletters mobile responsive? If not,
ask your provider to put you on beta testing. Keep
them simple. Utilize single column formats & modify a
tested template so it renders well on all devices.

12. Synchronizing Multi Media Messages
Establishing KPIs and Analyzing Data
Social Media Strategy, Engagement & Monitoring
Components of Content Marketing
Content Marketing Strategy, Creation & Execution1
2
3
4

13. Immediate challenges for marketing
directors

14. Integrated marketing map
Your website is now the nucleus of your marketing
activity and the goal of other media is to drive traffic
to a web property so you can engage that customer.

15. Multiple devices
Marketing is now consumer driven. Your target
consumes content on multiple devices so it has to
be served up to suit the consumer.

16. Distracted consumers
It takes more touches
and a consistent effort
over time to engage and
achieve marketing goals
of penetration and
brand awareness.

17. Social
Monitoring & overseeing this medium is difficult and
time consuming. Besides that, you have to have a
social media policy and some standard answers to
particular comments/complaints to empower staff to
post approved answers on social media.

18. Too much to keep up with
Outsource or hire in
house? Combo?
How do you
manage it all?
See the article

19. Internet never sleeps

20. No wonder you feel overwhelmed

21. So what next?

22. Internal Structure First Steps
Get head honchos to buy in1
Focus on the goals, pain points and accountability
systems that affect the success of the higher ups.
Then show examples of how others are using content
marketing well and an example of how you might meet
a goal utilizing it. Do not call it “content marketing” at
first. Illustrate the concept to the head honchos.

23. Restructure?
Get a good project manager
Get a Content Marketing Manager
Internal Structure First Steps
Get head honchos to buy in1
2
3
4
Once you have internal support, you’ll be able to move
forward with other initiatives, 2-4.

24. Keys to Content Marketing

25. Define strategy/target markets
Content formula, planning, CTA
Set goals/KPIs/establish baseline
Process for Content Marketing Success
1
2
3
Synchronize multi media messages4
Measure results5
Tweak Strategy6

26. Set goals/KPIs/establish baseline

27. Establish a method to monitor data
Translate the data into results
Establish a baseline
Setting goals
Establish statistical goals - KPIs1
2
3
4

28. Get baseline statistics
For example, if you want to increase website visitors
by 25%, you need to establish what visitation is today
so you can measure progress going forward.
An example KPI (Key Performance Indicator) would
be that you want 200 more patients per month in your
new cath lab.

29. Define strategy/target markets

30. Research your target market
Great information about your target market’s concerns
are online -- particularly in forums and message
boards. Research the conversation!

31. Research your target market
This is in addition to information you have already,
such as demographic information.
•What is your market worried about?
•What are their issues?
•If your goal is to get more pregnant women signed
up for birthing classes at your hospital, and second
trimester is when pregnant women make a birthing
plan decision, how might you leverage that
information to the benefit of your facility?

32. What devices do they prefer?
Figure out the preferred devices for the consumer
you are trying to reach for a particular marketing
initiative. On what social platforms are they active?
What time of day?

33. Demographic examples
Young Moms use the internet to ask questions,
connect and feel less isolated -- often checking out
social media on mobile devices at 2 a.m.

34. Demographic examples
Men over 50 most often access email, sports and
news on their smartphones.

35. Simplify for older demographic
Patients said, “I love this site. It’s so easy to find
things.” Exactly what we were going for.

36. Use Google PPC to test messages
versus
Test potential content and ad messaging. We tested
the doctor’s suggested “CRS Colonoscopy”
with the brand “Kinder Colonoscopy.”

37. Use Google PPC to test messages
versus
At the end of 30
days, this ad got 1
click and no sign-
ups
At the end of 30
days, this ad got 98
clicks and 18 sign-
ups
18 x $2,000 = $36,000 ROI for a $200 spend. And
this was only to test the brand position. From there
we started a content marketing campaign before
launching a paid campaign based on these results.

38. Be creative in testing messages
Ta-tas Need More Oo La La?
If you’re tired of ta-tas with no perk
and plump, see our expert surgeons
Plastic Surgeons
What’s up with my bottom?
Hemorrhoids & fissures are painful
We discreetly diagnose and treat
Colon & Rectal Specialists
We’ll Buy Your Clunker
We’ll pay top $$$ for your old car
or auto parts. Call us 804-612-0695
River City Recycling
These can be fun.
The trouble is that
most PPC companies
are techies and not
into writing ads. So
you or your marketing
firm needs to write
these.

39. Content formula, planning, CTA

40. Blog cheat sheet
This is just an example of where to start regarding
what to blog, how often and how to share.

41. Twitter cheat sheet
This is an example of where to start with social media
and how to encourage brand engagement.

42. Plan ahead. Events/webinar calendar
Events
Dovetail on the buzz surrounding the disease of the
month calendar or seasonal content. Or do “heart
month” in a different month. Apply events to a calendar
and focus on doing a multi-media content marketing
effort on at least two of the campaigns as they suit the
goals of your facility. Make your campaign different to
stand out from all the other buzz.

43. Plan blog/social media posts
Use a spreadsheet to generate blog and content
post ideas, then choose tools to monitor and
manage the approval and posting process.

44. Plan for the unexpected
IMPROV
MARKETING
Stuff happens. A local bombing or disease outbreak
puts a lot of patients in your ER and your hospital is
suddenly in the spotlight! How do you handle that on
your social channels? Do you have a policy in place for
any imagined scenario so you are prepared and have a
guide for the unexpected?

45. Be creative

46. Stop them in
their tracks
This ad for prostate
cancer in the UK
did a great job of
creating buzz
before the ad ran.
The pic was
released before the
magazine ad
published, creating
a fervor to
purchase the
magazine. Prostate
screenings went
up.

47. Example – sad subject made fun!
Impression-Marketing.com
This is a great example of a healthcare content marketing
campaign.

48. Seattle Children’s Hospital
http://www.youtube.com/watch?v=ihGCj5mfCk8

49. Results?
Impression-Marketing.com
Over three million views and a lot of funds raised. But
how did they get rights to that song? They didn’t. They
took a chance, posted the video and then made sure
Kelly Clarkson saw it. If she didn’t like it, most likely
she’d have simply asked that the video be removed.
Would you ask a hospital to remove your tune from a
children’s cancer video?

50. Kelly’s Response?
Impression-Marketing.com
http://www.youtube.com/watch?v=nSFrPHWLKJg

51. Takeaways
Impression-Marketing.com
• Creative content marketing campaigns have
more social sharing potential
• Videos and content that spark an emotion are
more likely to go viral and get shares
• Creative content marketing makes your facility
look less institutional & more human
• No copy in the video says, “We offer patient-
centered care.” But viewers get that
impression.
• Do add your logo to your video!

52. CTA- Call to action
Think about your goals and the funnel for your
content marketing. What do you want the reader to
do? Add a call to action. Don’t make them guess.

53. Use an incentive to get an email, ‘like’ or ‘follow’ so
you can stay on the consumer radar. More touches are
critical these days and you want an inexpensive way to
keep in touch and stay top of mind
CTA - Snag the email address

54. Synchronize multi-media messages

55. Social media posts
Web search tie in – PPC ad
Website tie in & content update1
2
3
Do not put an ad out there leading people to a
website that doesn’t reflect the message in your ad.
Think about your sales funnel so an action can be
completed. Buttons, forms and visual cues help.
Synchronicity

56. BRA month integrated campaign
This one started out as a referral
marketing strategy with a
physician liaison and involved a
content marketing strategy
Rack Cards of all the plastic
surgeons are wrapped with a
pink bra strap closure and hand
delivered with……

57. Boob cookies delivered
Hang tag headline for cookie
tray:
We made these TaTas for you!
From the practice that can
reconstruct, enhance or reduce
TaTas beautifully.
Check out Facebook for photos of
your staff when they got the
cookies!

58. Follow up email with links
to galleries where nurses
can share the pictures with
friends and family.
Blog posts and social
media posts extend the
reach of the campaign.
Cosmetic and
reconstructive procedures
are scheduled as a result of
a reconstruction campaign.

59. Shower card leave behinds
Follow up leave behind for
patients two weeks later:
Physician liaison is welcomed
with open arms since staff
enjoyed a good laugh with the
boob cookies.
Shower cards with hospital or
practice logo are left for
patients to hang in their
shower. Great for raising brand
and breast cancer awareness.

60. Support paid ads with content
Print ad offers KinderColonscopy.com url so patients
can get details on what a kinder colonoscopy is.

61. Blog post KinderColonoscopy.com
This page explains how their colonoscopy is “kinder”.
Social media and digital ads were also part of the mix

62. Magnet for referring docs
This ended up on the refrigerators of doctors and
nurses that refer patients for colonoscopies, keeping
the practice top of mind.

63. Measure Results

64. Kinder Colonoscopy Results?
436%
$390K
575%
ROI for targeted surgical procedure
which is up to 6x the spend
Estimated new revenue generated from
$65K marketing spend not counting recare
Increase in website visitors from
Google ads
This does not account for follow up appointments for
other medical issues, or ones spotted during the
exam.

65. Funnel Analysis: Webinar Example
Current List for Program Send
(X number of leads)
Webinar Sign-Ups
(X%)
Webinar Attend
(X%)
Webinar Follow Up Includes Offer for Demo
(X%)
Attend
(X%)
Good Leads
(X%)
Opportunities
(X%)
Won
(X%)
Program Launch Date:
Goals:
List Size:
Roughly X% Register ~ X Number
Webinar Dates:“
X% Attend – X Number
X% Register for Demo – X Number
X% Fit the Right Profile – X Number
X% Fit the Right Profile – X Number
Of those that attend the demo, X% become
opportunities – X Number
Win X% - X Wins
Example of how you can track and showcase results

66. In summary, remember
• As a healthcare facility, you are a “low interest”
category until something goes wrong. Even
insurance ranks above you in terms of interest level.
• A person doesn’t need knee or heart surgery every
day, so content marketing is one way to stay top of
mind when they do need it.
• They are talking about you. Content marketing is a
way you can guide the conversation and prove you
are patient-centered without literally having to say it.

67. Impression-Marketing.com
ImpressionMarketing @impressionM
Do Stalk Us Online!
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