Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
MAKING	HEALTHY	IDEAS	HAPPEN
THE	SCIENCE	AND	STRATEGY	OF	EVIDENCE	BASED	CONTENT
WHY
HOW
WHAT
WHY	WE	DO	WHAT	WE	DO
People	generally	have	a	hard	time	with	change,	even	when	it	is	
good	for	them.	Our	purpo...
3
“Content	marketing	is	a	marketing	technique	
of	creating	and	distributing	valuable,	
relevant	and	consistent	content	to	...
CHANGE	IS	UNCOMFORTABLE
4
People	will	innovate:
INSPIRATION	OR
DESPERATION
System	1:	
• Automatic,	fast,	
entrenched,	
habitual	behaviours
• Responsible	for	
95%	of	our	
decisions
• Greater	influen...
CONTENT	STRATEGY	&	DRIVING	NEW	ABILITY
6
INTEGRATED	CONTENT	STRATEGY	APPROACH
5.	Evaluate and	adapt
Reporting	and	insight	driven	analytics
4.	Use	compelling conten...
CASE	STUDY:	PRIMARY	IVF
8
1. Position	Primary	IVF	as	a	provider	of	high	
quality,	affordable	and	accessible	IVF
2. Create	...
HOLISTIC	CONTENT	STRATEGY
The	awareness	raising element	is	where	we	build	trust	trust	and	familiarity	
with	Primary	IVF.	
...
CONTENT	EXAMPLES
MEASURES	OF	SUCCESS
Objective Measure
Awareness • Content hub	reflect	positioning	 and	approach
• Content valued	by	audien...
STAY	IN	TOUCH….. 0412662308
www.houseofkitch.com.au
samara@houseofkitch.com.au
Prochain SlideShare
Chargement dans…5
×

Samara Kitchener's (House of Kitch Communications) presentation at Mumbrella's Health & Wellness Marketing Summit.

184 vues

Publié le

Samara Kitchener, Founder & Director at House of Kitch Communications, presented on The Science and Strategy of Evidence-Based Content - From Making to Marketing and Measuring Impact at Mumbrella's Health & Wellness Marketing Summit.

Publié dans : Marketing
  • Have u ever tried external professional writing services like ⇒ www.HelpWriting.net ⇐ ? I did and I am more than satisfied.
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Soyez le premier à aimer ceci

Samara Kitchener's (House of Kitch Communications) presentation at Mumbrella's Health & Wellness Marketing Summit.

  1. 1. MAKING HEALTHY IDEAS HAPPEN THE SCIENCE AND STRATEGY OF EVIDENCE BASED CONTENT
  2. 2. WHY HOW WHAT WHY WE DO WHAT WE DO People generally have a hard time with change, even when it is good for them. Our purpose is to inspire people to embrace change so they can be their best and drive positive changes in the world. HOW WE DO THIS • Articulating a vision that people want to be part of • Making the complex simple; making the intangible tangible • Understanding human behaviour and how to inspire change • Bringing peopleon the change journey WHAT WE DO • Bring a strategic approach to communications to inspire change • Solve problems creatively, drive behaviour change, achieve influencer support andshift perceptions • Bring vision to life through disruptive communication effects, story telling, and partner engagement OUR PURPOSE & ROLE OF CONTENT
  3. 3. 3 “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” (CMI) Health related content has an added duty of care
  4. 4. CHANGE IS UNCOMFORTABLE 4 People will innovate: INSPIRATION OR DESPERATION
  5. 5. System 1: • Automatic, fast, entrenched, habitual behaviours • Responsible for 95% of our decisions • Greater influences on longer term behaviour System 2: • Reflective, slow, conscious, rational planned behaviour • Responsible for 5% of our decisions • Can influence short term behaviour; unlikely to influence longer term on its own B. Behaviour change is enhanced by tools that increase efficacy & reinforced by social environment A. Use emotional stir up to make System 2 want to change. Use the heart to speak to the head; engaging the brain in an active learning process. DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH Based on Kahneman, 2002 C. Feedback loop as attitudes and beliefs are reformed and behaviours change 1. BREAK OLD THINKING2. DRIVE NEW ABILITY 3. SOCIALISE CHANGE
  6. 6. CONTENT STRATEGY & DRIVING NEW ABILITY 6
  7. 7. INTEGRATED CONTENT STRATEGY APPROACH 5. Evaluate and adapt Reporting and insight driven analytics 4. Use compelling content to engage community Consumer journey & content plan 3. Develop media and social strategy Awareness to action model 2. Develop messaging framework Establish positioning and key messages 1. Understand the market and consumers Extensive formative research, interviews, reports
  8. 8. CASE STUDY: PRIMARY IVF 8 1. Position Primary IVF as a provider of high quality, affordable and accessible IVF 2. Create visibility of Primary IVF among potential patients to generate 300 appropriate appointments for Sydney and Melbourne clinics 3. Lay foundation for upcoming launches of clinics in Brisbane and Perth
  9. 9. HOLISTIC CONTENT STRATEGY The awareness raising element is where we build trust trust and familiarity with Primary IVF. We will generate interest by making Primary IVF’s expert knowledge accessible to consumers with a focus on holistic health and best advice. Consideration should be given to expert voices who the audience will relate to, such as health experts or influencers. We will support desire by sharing human stories – profiling Primary IVF health care professionals who will be with you on your journey. If possible, look at sharing stories of people who have experienced life and overcome challenges; encourage community to share their own stories and co-create content. We will drive action by using targeted adverts and clear call to action prompts. NOTE: Need to work within Australian Health Practitioner Regulation Agency (AHPRA), TGA and other guidelines as relevant
  10. 10. CONTENT EXAMPLES
  11. 11. MEASURES OF SUCCESS Objective Measure Awareness • Content hub reflect positioning and approach • Content valued by audience – clickthroughs and audience engagements Interest • Content valued by audience - clickthroughs • Social engagement Desire • Willingness of audience to co-create content • Content valued by audience - clickthroughs Action • Promoted post click-throughs • Engagement with give-aways
  12. 12. STAY IN TOUCH….. 0412662308 www.houseofkitch.com.au samara@houseofkitch.com.au

×