samara kitchener's (house of kitch communications) presentation at mumbrella's health...

MAKINGHEALTHYIDEASHAPPENTHESCIENCEANDSTRATEGYOFEVIDENCEBASEDCONTENT

WHY

HOW

WHAT

WHYWEDOWHATWEDOPeoplegenerallyhaveahardtimewithchange,evenwhenitisgoodforthem.Ourpurposeistoinspirepeopletoembracechangesotheycanbetheirbestanddrivepositivechangesintheworld.

HOWWEDOTHIS• Articulatingavisionthatpeoplewanttobepartof• Makingthecomplexsimple;makingtheintangibletangible• Understandinghumanbehaviourandhowtoinspirechange• Bringingpeopleonthechangejourney

WHATWEDO• Bringastrategicapproachtocommunicationstoinspirechange• Solveproblemscreatively,drivebehaviourchange,achieve

influencersupportandshiftperceptions• Bringvisiontolifethroughdisruptivecommunicationeffects,

storytelling,andpartnerengagement

OURPURPOSE&ROLEOFCONTENT

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“Contentmarketingisamarketingtechniqueofcreatinganddistributingvaluable,relevantandconsistentcontenttoattractandacquireaclearlydefinedaudience– withtheobjectiveofdriving profitablecustomeraction.”(CMI)

Healthrelatedcontenthasanaddeddutyofcare

CHANGEISUNCOMFORTABLE

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Peoplewillinnovate:INSPIRATIONORDESPERATION

System1:• Automatic,fast,

entrenched,habitualbehaviours

• Responsiblefor95%ofourdecisions

• Greaterinfluencesonlongertermbehaviour

System2:• Reflective,slow,conscious,

rationalplannedbehaviour• Responsiblefor5%ofour

decisions• Caninfluenceshortterm

behaviour;unlikelytoinfluencelongertermonitsown

B.Behaviourchangeisenhancedbytoolsthatincreaseefficacy&reinforcedbysocialenvironment

A.UseemotionalstiruptomakeSystem2wanttochange.Usethehearttospeaktothehead;engagingthebraininanactivelearningprocess.

DUALPROCESSTHEORYBEHAVIOURCHANGEAPPROACH

BasedonKahneman,2002

C.Feedbackloopasattitudesandbeliefsarereformedandbehaviourschange

1.BREAKOLDTHINKING2.DRIVENEWABILITY

3.SOCIALISECHANGE

CONTENTSTRATEGY&DRIVINGNEWABILITY

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INTEGRATEDCONTENTSTRATEGYAPPROACH

5.Evaluate andadaptReportingandinsightdrivenanalytics

4.Usecompelling contenttoengagecommunityConsumer journey&contentplan

3.Develop mediaandsocialstrategyAwarenesstoaction model

2.Develop messagingframeworkEstablishpositioning andkeymessages

1.Understandthe marketandconsumersExtensiveformativeresearch,interviews,reports

CASESTUDY:PRIMARYIVF

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1. PositionPrimaryIVFasaproviderofhighquality,affordableandaccessibleIVF

2. CreatevisibilityofPrimaryIVFamongpotentialpatientstogenerate300appropriateappointmentsforSydneyandMelbourneclinics

3. LayfoundationforupcominglaunchesofclinicsinBrisbaneandPerth

HOLISTICCONTENTSTRATEGYTheawarenessraising elementiswherewebuildtrusttrustandfamiliaritywithPrimaryIVF.WewillgenerateinterestbymakingPrimaryIVF’sexpertknowledgeaccessibletoconsumerswithafocusonholistichealthandbestadvice.Considerationshouldbegiventoexpertvoiceswhotheaudiencewillrelateto,suchashealthexpertsorinfluencers.Wewillsupportdesire bysharinghumanstories– profilingPrimaryIVFhealthcareprofessionalswhowillbewithyouonyourjourney.Ifpossible,lookatsharingstoriesofpeoplewhohaveexperiencedlifeandovercomechallenges;encouragecommunitytosharetheirownstoriesandco-createcontent.Wewilldriveaction byusingtargetedadvertsandclearcalltoactionprompts.

NOTE:NeedtoworkwithinAustralianHealthPractitionerRegulationAgency(AHPRA), TGAandotherguidelinesasrelevant

CONTENTEXAMPLES

MEASURESOFSUCCESSObjective MeasureAwareness • Content hubreflectpositioning andapproach

• Content valuedbyaudience– clickthroughs andaudienceengagements

Interest • Content valuedbyaudience- clickthroughs• Socialengagement

Desire • Willingness ofaudiencetoco-createcontent• Content valuedbyaudience- clickthroughs

Action • Promotedpostclick-throughs• Engagementwithgive-aways

STAYINTOUCH….. 0412662308www.houseofkitch.com.au

samara@houseofkitch.com.au