As content marketing enters the "Trough of Disillusionment," medical practices struggle to implement the processes and people necessary to succeed. This presentation brakes down six ways you can simplify your approach to content marketing so you can make it through the Trough of Disillusionment unscathed. http://www.incrediblemarketing.com/content-marketing-for-medical-practices

1. Breaking Down the
Complexities of Content
Marketing
By Drew Leahy
IncredibleMarketing.com

4. Gartner Hype Cycle: A portrayal of the
adoption curve and maturation of
disruptive technologies and applications.
All new emerging technologies go through
these five phases of their life cycle,
content marketing included.

6. 2015
2008
Where we want to be...

7. “Trough of
Disillusionment”

8. “Interest wanes as experiments and
implementations fail to deliver. Producers of
the technology shake out or fail. Investments
continue only if the surviving providers
improve their products to the satisfaction of
early adopters.”
- Gartner

9. “Oh, Shhh…”

10. You’re. Not. Alone.

11. You’re. Not. Alone.

13. But a lack of
understanding leads to
unnecessary
complexity, right?
It’s a bunch of fluff
masking an absence
of substance.

18. To make it through the Trough of
Disillusionment, we need to realize that content
marketing is not a magic wand,
We need to do the hard work of simplifying
processes and strategy.

19. KEEP.
IT.
SIMPLE.

20. Six ways you can do
things differently to
simplify your approach
to content so your
implementations don’t
fail.
6

22. 1. Create a culture of content

23. 1. Create a culture of content
2. Focus your strategy

24. 1. Create a culture of content
2. Focus your strategy
3. Stick to your strengths: Location

25. 1. Create a culture of content
2. Focus your strategy
3. Stick to your strengths: Location
4. Generate demand

26. 1. Create a culture of content
2. Focus your strategy
3. Stick to your strengths: Location
4. Generate demand
5. Maximize impact w/o maximizing
investment

27. 1. Create a culture of content
2. Focus your strategy
3. Stick to your strengths: Location
4. Generate demand
5. Maximize impact w/o maximizing
investment
6. Simplify measurement

28. 1. Create a
Culture of
Content

29. 1. Evangelize Content
Creating a culture of content is all about
universal buy-in and participation.
Communicate your vision and become a
content-first practice
*your front-line recon team

30. 2. Establish roles
(ownership)
Take it a step further and assign a role
to every staff member so they know
exactly how they will contribute.
* subject-matter experts

31. 3. Encourage
everyone to create
Encourage content creation and
creativity throughout your practice.
Don’t be surprised when you find a
true Rembrandt on your team.
*utilize creative strengths and let
them inform your content strategy

32. 2. Focus Your
Strategy

33. “Real strategy concentrates your
resources; bad strategy is long on
goals and short on action.”
Richard Rumelt

34. Think BIG. Start small.

35. Think BIG. Start small.
● Choose one channel at
one frequency that you can
be consistently great at
(e.g. your blog once a
week).

36. Think BIG. Start small.
● Choose one channel at
one frequency that you can
be consistently great at
(e.g. your blog once a
week).

37. Think BIG. Start small.
● Choose one channel at
one frequency that you can
be consistently great at
(e.g. your blog once a
week).
● Choose one procedure you
want to target, not all of
them.

38. Think BIG. Start small.
● Choose one channel at
one frequency that you can
be consistently great at
(e.g. your blog once a
week).
● Choose one procedure you
want to target, not all of
them.
● Choose one
demographic/niche, not
five. (Get rich, target a
niche).

39. Just say, “No!”

40. Just say, “No!”
“Good content strategy is
as much about what your
practice doesn’t do as it is
about what it does.”

41. Ask yourself,
“Why are we
doing this?”

42. Ask yourself,
“Why are we
doing this?”
More content is perceived
with more selling
opportunities, more
engagement, and more
everything…

45. “We should be on
YouTube.”

46. “We should be on
YouTube.”
“We need to
write more blog
posts next
month.”

47. “We should be on
YouTube.”
“We need to
write more blog
posts next
month.”
“We have to put our
updated mission
statement on the
About Us page.”

49. All execution.
Zero strategy.

51. Supports
business
goals

52. Supports
business
goals
Fulfills
patient
needs

54. 3. Stick to Your
Strengths
(location)

57. Search

58. Search Social

59. “One of the biggest mistakes
medical practices make with their
content is emulating their
national content competitors
rather than creating relevant,
local-specific content for their
audience”

62. How will you
hook your local
audience?

63. To sustain engagement with
a local audience, go where
your national competitors
can’t; go where you can
actually compete.
Target a niche within your
niche: members of your
community.

64. Full article: http://bit.ly/1M0qGXU

65. ● “Man-Power: Botox For Men”
● “How To Choose The Right Injectable”
● “Lipo Vs. Tickle Lipo: What’s The Difference?”
● “Consciously Plastic: Gwyneth Paltrow Had Recent
Plastic Surgery ”
● “Full Tummy Tuck Vs. Mini Tummy Tuck”
Pure Industry (25%)

66. ● “Ultherapy & Neocutis Event: July 14th, 2015 ”
● “Introducing Laser Tattoo Removal”
● “20% OFF Injectable Party, April 11th”
● “Welcome Lindsay, Our New Aesthetician!”
News & Specials (25%)

67. ● Local events or news
● Commentary on local politics and economy
● Photo Journal: “local photo of the week”
● Patient feature: local residents share their industry-local
tips
● Announcements: sponsored charity event, food drive,
soup kitchen
Pure Local (25%)

68. ● “7 Moderate Hikes in Denver For People With Venous
Deficiency ”
● “19 Unique Ways To Lose Weight in Miami”
● “Skin Care Tips Only A Northerner Would Understand”
● “Why New Yorker’s Do Aging Better”
● “9 Foods That Turn Back The Hands Of Time (and
where to find them in Orange County)”
Industry-Local (25%)

69. Be that dude...

70. Be that dude...
“10 Ways to Lose Weight
This Summer”

71. “Holy Shi*t, Denver Makes
Me Burn: 11 Ways to Burn
the Fat in Mile High City”
“10 Ways to Lose Weight
This Summer”

72. 4. Generate
Demand

73. Ok. Fine...
What is
quality
content?

74. “Quality content increases demand at the earliest stages
of the buyer’s journey. It actually increases the size of the
market (not the size of your market share), by helping your
patients identify a problem, and convincing them that it’s a
problem worth solving.”

75. 1). Helps your patients
identify a problem they
didn’t know existed.

76. 2). Get’s them
on the path to
solving that
problem &
investigating
solutions

78. 1). Help them identify the problem
Show your future patients the difference between weight loss and fat
reduction, and help them understand the limitations of diet and exercise on
stubborn fat. Help them realize that what they thought would work actually
won’t.

79. 2). Get them on the path
to solving their problem
CoolSculpting isn’t the only
solution to losing weight or looking
thinner, right?
It’s your job to get them along the
path of investigating the
problem, which means showing
them ALL of the possible solutions.

80. And because you
helped them identify
their problem, you
become the anchor of
expertise by which
they will evaluate your
competitors against.
Psychological
Anchor:

81. 5. Maximize
Impact w/o
Maximizing
Investment

84. Co-Create Content with
Other Businesses

85. Amplify your content by
strategically selecting
local businesses in
your community with
whom you can co-
create, share
resources, and
leverage each other's
audiences to drive
business.

86. ● 4-6 Chapters
● Split authorship
● You post their chapters
on your site, they post
yours on their site
● Both use PDF guide for
lead capture, email
campaigns, social posts
Full article: http://bit.ly/1LJjH7H

87. 6. Simplify
Measurement

89. 12-15 months

90. Content consumption metrics:
Time on page: the longer they stay the more likely they are reading
Bounce: expect high bounce rates with your blog posts, but you can do
things to reduce it.
Pages per visit: are they going deeper into your site and engaging with
more?
Email metrics: click-to-open ratio (how many people opened email then
clicked)
Shares/comments (though I don’t get too caught up on these two)
Buzz: are your patients telling you in person or by email that they enjoyed
your content?

92. A UTM link is a
custom
parameter you
can add to URLs
to track traffic
and user
behavior at the
campaign level
(email, PPC,
social posts, etc.)

94. 1.Social posts

95. 1.Social posts
1.Email links

96. 1.Social posts
1.Email links
1.PDF guides

97. 1.Social posts
1.Email links
1.PDF guides
1.Paper
collateral

98. 1.Social posts
1.Email links
1.PDF guides
1.Paper
collateral
1.Mailers???
(yuck)

99. http://www.incrediblemarketing.com/?utm_source=aesthe
ticacademy&utm_medium=presentation&utm_campaig
n=presentation%20AA%20newport

101. goals

103. 1.Form
submissions

104. 1.Form
submissions
1.Downloads

105. 1.Form
submissions
1.Downloads
1.Subscribers

107. /Thank-You-Pages

113. UTM links and
Goals

114. UTM links and
Goals
Which pieces of content convert the
best

115. UTM links and
Goals
Which pieces of content convert the
best
Which social posts performed the
best

116. UTM links and
Goals
Which pieces of content convert the
best
Which social posts performed the
best
What category of content performs
the best (so you can produce
more of it)

117. UTM links and
Goals
Which pieces of content convert the
best
Which social posts performed the
best
What category of content performs
the best (so you can produce
more of it)
What channel converts the best (so
you can focus resources)

118. UTM links and
Goals
Which pieces of content convert the
best
Which social posts performed the
best
What category of content performs
the best (so you can produce
more of it)
What channel converts the best (so
you can focus resources)
Where in the funnel do your
patients drop out (so you can
improve stage)

119. Key takeaways

120. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.

121. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”

122. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”
- Embrace your smallness and build where you can compete: your location

123. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”
- Embrace your smallness and build where you can compete: your location
- Increase the size of the market, not the size of your market share

124. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”
- Embrace your smallness and build where you can compete: your location
- Increase the size of the market, not the size of your market share
- Let your content do the work for you: More impact, less investment

125. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”
- Embrace your smallness and build where you can compete: your location
- Increase the size of the market, not the size of your market share
- Let your content do the work for you: More impact, less investment
- Patience & Consistency are the most important metrics for content marketing.

126. Key takeaways
- Create buy-in by creating a culture for content at your practice. You’ll need all the
support you can get.
- Say no more than you say yes. “Those who try to be all end up being nothing.”
- Embrace your smallness and build where you can compete: your location
- Increase the size of the market, not the size of your market share
- Let your content do the work for you: More impact, less investment
- Patience & Consistency are the most important metrics for content marketing.
- KISS. Keep it simple.

127. Thank You!
By Drew Leahy
IncredibleMarketing.com