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/
2. 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
4. About Geonetric
Geonetric 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.
6. Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist
Geonetric, 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.
24. The “Content” in Content Marketing
• Blogs
• Magazines
• Podcasts
• Pamphlets
• Videos
• Infomercials
• Whitepapers
• TV news spots
• eBooks
• Ask the doc
newspaper column
• Infographics
• Social media
• Webinars
• Events (sometimes)
25. “Fundamentally, it's not just about
content, it's about identity,
relationships and content.”
- Amit Singhal, Google Fellow
26.
27.
28. “You need to be
exceptional, inspirational, unique, cre
dible, 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
29. LNO Breast Cancer Event LNO Health & Wellness Event
LNO Health & Wellness Event
LNO Breast Cancer Event
31. Editorial Calendar
• Daily - Tweet
• Weekly - Blog
• Monthly – Webinar or
in-person event
• Quarterly – Research
report or major
whitepaper
32.
33. Map Content to the Consumer
Buying Cycle
Awareness
Retention
Evaluation
Purchase
34. Or, In Healthcare Terms…
Source: The Advisory Board Oncology Roundtable report:
Inside the Mind of the Cancer Patient
Uncovering Patient Preferences to
Guide Cancer Program Investment
35. Simpler – Weight Loss Surgery
Research
options
Evaluate
programs
Evaluations
and
approvals
Surgery
Postprocedure
recovery
44. Pressure to Defend Value
Tracked Value Here
Direct URL
Home page
Online conversion
PPC
Interior page
Tracked phone #
Social media
Landing
page
Departure /
Untracked phone #
Search engine
Vanity URL
Most Visits Here
55. 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
56. The Content Marketing for
Healthcare Video
Watch the Video
Interested 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!
57. New White Paper Available
Get to the Point: Web Writing for
Healthcare
You 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!
58. Next Month’s Webinar
Translating Site Data into Action
April 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.
Content Marketing for HealthcareMarch 28, 2013 – 3:00 p.m. CTThe 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. Attend this webinar to 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 programUse content marketing in a healthcare environment to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategy
This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
Geonetric is a healthcare marketing agency<http://www.geonetric.com/services/>and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
The Content ConundrumFebruary 21, 2013 – 3:00 p.m. CTEvery organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience. In this webinar, you’ll learn how to:Understand the role content plays on your website and what it takes to make good contentDetermine what content should be written internally and what should be licensedDetermine when content should be written by internal contributors versus professional writersIntegrate health library content into your websiteDevelop engaging provider profiles from your credentialing systemLeverage content that entices repeat visitsCreate a content governance programPresent a single user experienceRegister for The Content Conundrum webinar.
I’ve heard of it, but not really doing muchI’ve learned that things we’ve been doing for a long time are content marketing!My organization has started doing CM and is looking to do moreWe’re excellent at CM, but I like to see what other organizations are doing
Last month – top trendsNext month – One of the key elements in inbound marketing - content marketing. Using content to win friends and influence people. (will touch on this just a little today as well)Today – content sourcing. Where do you get it/how do you use it/how do you maintain it. (The value of licensed/syndicated content, how to develop a content development competency, etc.)NOT writing for the web – have no fear, we did that around Nov last year, see the archive.
Start with a short example, something that grabs attention
When you buy a TV ad or a magazine ad, do you get a relationship with the consumer? No. You’re leveraging the relationship that the content producer/publisher has with the audience. Living off the goodwill and credibility and interest that they’ve created. You interrupt that experience.CM makes you the publisher. Owned media vs. Paid. You create the content that builds awareness, affection and trust. You produce the interesting and relevant parts in the form of case studies, articles, blog posts, pamphlets...The only thing that makes you different from a traditional publisher is in how you make money. You’re note (generally) selling the content and you’re not charging advertisers to inject their stuff into the experience you’ve created. You monetize in other ways.
We see what we’ve done in this space in the past and say, we’ve got it, but that’s just scratching the surface. Shotgun. Little looking to timing, to demographics or sociographics. Pushing through single channels. No analytics (or no meaningful analytics, i.e. can’t adapt the process or change things or improve in meaningful ways)
John Deere has sent our a magazine for more than 100 years. Teaching farmers to farm better. Do you think ROI?...and ROI (awareness, affection and trust)
Right off the bat, we need to get something out of the way…(not you personally, of course...you're fascinating...)People very rarely care. They'd rather not think about hospitals and doctors. They're perfectly happy, eager even, to talk about what ails them, or the things that they're worried about with a family member.
Most marketing that I see are some variation on "look how awesome we are!" Case studies the same, look at our awards...I see hospitals doing campaigns around awards they’ve won. There is nothing wrong with award programs – the good ones are great for internal motivation, and winners are genuinely providing better care, better experiences, lower cost, etc. Some are great for people in the field (recruiting nurses – magnet is good). But marketing this is mostly about explaining why this award has merit and what it means.
Don’t get hung up on the rules or definitions. Heck, some bits of this may not feel like content marketing. The best content marketing sometimes requires you to create something around which you create content. Stratos for example.This is a mashup. Some people are going to talk about rules and truisms, but there aren’t any.
Except maybe this rule…Random content production is not CM.There should be intent here.I’m sure there’s a place for broad-based “branding efforts” but not here. This is about focus and audiences and needs.
Patient ed events are often death by ppt as delivered by a medical pro.St. Vincents in Jacksonville, FL, Lady’s Night Out (LNO)
Needs to be original content!
Colonoscopy or $99 heart screening vs. robotic gall bladder surgery
Teaser infographicPicture quotes
Should I put it on FB or Pinterest? Bing or Google?
Special URLs, campaign codes, trackable phone numbers
Building a list?Capturing info to map to billing db?Actually facilitating your goal
People coming from the old world – write it out. Can’t win that battle? Bring in the data.
This is, in fact my job. Not a great photo.So – final question, how much to invest in this? I can only tell you what we do. In a company of 70 people ~75% of one VP is CM. We have marketing writer for our own stuff that does a lot of CM. The blog is team written plus time to coordinate. We do 2 email newsletters a month (clients and the rest of the world). A webinar a month for the world and another just for clients. 4-5 Whitepapers a year. Publish 6-10 articles a year and I’m speaking at conferences and for associations at least once a month. Plus social media and on and on. Trust me, our marketing budget is a drop in the bucket, but we’re out there in a big way and this is the way that we do it.
Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/content-marketing/
Companion Whitepaper
Content Marketing for HealthcareMarch 28, 2013 – 3:00 p.m. CTThe 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. Attend this webinar to 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 programUse content marketing in a healthcare environment to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategy
Questions: Having issues with physician buy-in of licensed health libraryCan we use the images and video from a health library in our own pages?