creating healthcare content marketing with built-in roi
DESCRIPTION
Webinar for The New England Society for Healthcare CommunicationsTRANSCRIPT
![Page 1: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/1.jpg)
@ahaval #neshco
Creating Healthcare Content Marketing with Built-in ROI
Webinar for:The New England Society for Healthcare Communications
Ahava LeibtagPresident
Aha Media Group
![Page 2: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/2.jpg)
@ahaval #neshco
@ahavaL #neshco
![Page 3: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/3.jpg)
@ahaval #neshco
Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces of
content• Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published
![Page 4: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/4.jpg)
@ahaval #neshco
Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.
--The Altimeter Group (2013)
![Page 5: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/5.jpg)
@ahaval #neshco
Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
![Page 6: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/6.jpg)
@ahaval #neshco
To build an audience of 50 million
58 years
![Page 7: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/7.jpg)
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
![Page 8: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/8.jpg)
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
![Page 9: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/9.jpg)
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
![Page 10: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/10.jpg)
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
![Page 11: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/11.jpg)
@ahaval #neshco
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
![Page 12: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/12.jpg)
@ahaval #neshco
SO WHAT WORKS?
![Page 13: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/13.jpg)
@ahaval #neshco
![Page 14: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/14.jpg)
@ahaval #neshco
![Page 15: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/15.jpg)
@ahaval #neshco
![Page 16: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/16.jpg)
@ahaval #neshco
![Page 17: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/17.jpg)
@ahaval #neshco
![Page 18: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/18.jpg)
@ahaval #neshco
![Page 19: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/19.jpg)
@ahaval #neshco
![Page 20: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/20.jpg)
@ahaval #neshco
FILL A VOID
![Page 21: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/21.jpg)
@ahaval #neshco
AND DO IT BETTER THAN OTHERS.
![Page 22: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/22.jpg)
@ahaval #neshco
![Page 23: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/23.jpg)
@ahaval #neshco
![Page 24: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/24.jpg)
@ahaval #neshco
![Page 25: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/25.jpg)
@ahaval #neshco
![Page 26: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/26.jpg)
@ahaval #neshco
PEOPLE LOVE TO ENGAGE.
![Page 27: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/27.jpg)
@ahaval #neshco
It gives them a sense of belonging.
![Page 28: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/28.jpg)
@ahaval #neshco
![Page 29: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/29.jpg)
@ahaval #neshco
![Page 30: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/30.jpg)
@ahaval #neshco
![Page 31: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/31.jpg)
@ahaval #neshco
![Page 32: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/32.jpg)
@ahaval #neshco
![Page 33: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/33.jpg)
@ahaval #neshco
![Page 34: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/34.jpg)
@ahaval #neshco
![Page 35: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/35.jpg)
@ahaval #neshco
![Page 36: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/36.jpg)
@ahaval #neshco
People crave connection.
![Page 37: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/37.jpg)
@ahaval #neshco
Transparency.
![Page 38: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/38.jpg)
@ahaval #neshco
Today• What is content?• Why do we have such a hard time with
content?• Defining content marketing• 6 Rules You Can Use: Can we be better
healthcare content marketers and how?
![Page 39: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/39.jpg)
@ahaval #neshco
CONTENT IS A CONVERSATION.
![Page 40: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/40.jpg)
@ahaval #neshco
TO WHOM ARE WE TALKING?
![Page 41: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/41.jpg)
@ahaval #neshco
WHO ARE WE?
![Page 42: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/42.jpg)
@ahaval #neshco
CONTENT REVEALS TO THE WORLD WHO WE
ARE.
![Page 43: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/43.jpg)
@ahaval #neshco
CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
![Page 44: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/44.jpg)
@ahaval #neshco
Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want to call them
• Sales lead: Qualified by sales• Opportunity: Part of the active
pipeline• Customer: They have bought an
solution• Upsell and retain: Keep them
buying
Sales Funnel
Marketing
Sales
Nurturing Database
![Page 45: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/45.jpg)
@ahaval #neshco
![Page 46: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/46.jpg)
@ahaval #neshco
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
![Page 47: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/47.jpg)
@ahaval #neshco
Goals of content marketing
1. Attract: Create content that will draw prospects like bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
![Page 48: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/48.jpg)
@ahaval #neshco
#1: Attract
![Page 49: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/49.jpg)
@ahaval #neshco
#1: Attract
![Page 50: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/50.jpg)
@ahaval #neshco
#2: Acquire
![Page 51: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/51.jpg)
@ahaval #neshco
#3: Engage or Connect
![Page 52: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/52.jpg)
@ahaval #neshco
#3: Engage or Connect
![Page 53: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/53.jpg)
@ahaval #neshco
#3: Engage or Connect
![Page 54: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/54.jpg)
@ahaval #neshco
#4: Drive Profitable Action
![Page 55: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/55.jpg)
@ahaval #neshco
Think: Multiple Touch Points
![Page 56: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/56.jpg)
@ahaval #neshco
Content marketing allows you to sustain the conversation.
![Page 57: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/57.jpg)
@ahaval #neshco
Content Marketing Stats• Content marketers’ top priorities were found to be
driving leads and engaging buyers• 71% of marketers are increasing spend on
content marketing in 2014• 85% of marketers saw an increase in awareness
building as a result of content marketing• 76% of marketers saw and increase in buyer
engagement as a result of content marketing
![Page 58: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/58.jpg)
@ahaval #neshco
6 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS
![Page 59: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/59.jpg)
@ahaval #neshco
Rule #1: Know the Difference Between Information and
Delivery
![Page 60: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/60.jpg)
@ahaval #neshco
![Page 61: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/61.jpg)
@ahaval #neshco
![Page 62: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/62.jpg)
@ahaval #neshco
Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
![Page 63: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/63.jpg)
@ahaval #neshco
VS.(DON’T GET CONFUSED)
![Page 64: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/64.jpg)
@ahaval #neshco
Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
![Page 65: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/65.jpg)
@ahaval #neshco
![Page 66: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/66.jpg)
@ahaval #neshco
![Page 67: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/67.jpg)
@ahaval #neshco
![Page 68: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/68.jpg)
@ahaval #neshco
![Page 69: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/69.jpg)
@ahaval #neshco
Rule #2: Collaborate on Content
![Page 70: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/70.jpg)
@ahaval #neshco
![Page 71: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/71.jpg)
@ahaval #neshco
![Page 72: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/72.jpg)
@ahaval #neshco
![Page 73: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/73.jpg)
@ahaval #neshco
![Page 74: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/74.jpg)
@ahaval #neshco
![Page 75: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/75.jpg)
@ahaval #neshco
PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
![Page 76: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/76.jpg)
@ahaval #neshco
Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
![Page 77: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/77.jpg)
@ahaval #neshco
![Page 78: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/78.jpg)
@ahaval #neshco
![Page 79: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/79.jpg)
@ahaval #neshco
You need a lot of people.With a lot of talents.
In different areas.
![Page 80: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/80.jpg)
@ahaval #neshco
Rule #3:Know Your Audience
![Page 81: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/81.jpg)
@ahaval #neshco
![Page 82: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/82.jpg)
@ahaval #neshco
![Page 83: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/83.jpg)
@ahaval #neshco
![Page 84: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/84.jpg)
@ahaval #neshco
![Page 85: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/85.jpg)
@ahaval #neshco
![Page 86: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/86.jpg)
@ahaval #neshco
![Page 87: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/87.jpg)
@ahaval #neshco
Rule #4: Define your
Brand[Don’t be afraid]
![Page 88: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/88.jpg)
@ahaval #neshco
MULTIDISCIPLINARY
![Page 89: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/89.jpg)
@ahaval #neshco
COMPLEX
![Page 90: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/90.jpg)
@ahaval #neshco
ADVANCED
![Page 91: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/91.jpg)
@ahaval #neshco
STATE-OF-THE-ART
![Page 92: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/92.jpg)
@ahaval #neshco
WORLD-CLASS
![Page 93: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/93.jpg)
@ahaval #neshco
![Page 94: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/94.jpg)
@ahaval #neshco
What makes you different?
![Page 95: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/95.jpg)
@ahaval #neshco
![Page 96: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/96.jpg)
@ahaval #neshco
Are you willing to speak human?
![Page 97: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/97.jpg)
@ahaval #neshco
![Page 98: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/98.jpg)
@ahaval #neshco
![Page 99: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/99.jpg)
@ahaval #neshco
![Page 100: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/100.jpg)
@ahaval #neshco
Rule #5: Follow the Rule
of 4
![Page 101: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/101.jpg)
@ahaval #neshco
For every piece of content:
1. Text2. Audio3. Image4. Video
![Page 102: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/102.jpg)
@ahaval #neshco
![Page 103: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/103.jpg)
@ahaval #neshco
Rule #6: Prune your Pumpkins
![Page 104: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/104.jpg)
@ahaval #neshco
![Page 105: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/105.jpg)
@ahaval #neshco
Content Marketing Impact
• 74% of marketers saw an increase in SEO/web traffic resulting from content marketing
• Over 61% of marketers saw an increase in lead quality and quantity due to content marketing
![Page 106: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/106.jpg)
@ahaval #neshco
Case Study: Sentara Heart
![Page 107: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/107.jpg)
@ahaval #neshco
Heart Profiler• Provides
interactive call-to-action
• Trackable
![Page 108: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/108.jpg)
@ahaval #neshco
How we did it? • Build calendar based on key messages, unique
programs and services, and consumer-interest
![Page 109: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/109.jpg)
@ahaval #neshco
![Page 110: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/110.jpg)
@ahaval #neshco
Off-line can be fun, too.
![Page 111: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/111.jpg)
@ahaval #neshco
Results• Direct engagement with consumers
• 1160 clicks
• 702 interactions– 66 retweets or replies– 528 likes– 19 comments – 89 shares
![Page 112: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/112.jpg)
@ahaval #neshco
6 Rules Review1. Know the difference between content
format and delivery2. Collaborate on content3. Know your audience4. Define your brand5. Follow the Rule of 46. Prune your pumpkins
![Page 113: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/113.jpg)
@ahaval #neshco
Who said?“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
![Page 114: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/114.jpg)
@ahaval #neshco
![Page 115: Creating Healthcare Content Marketing with Built-in ROI](https://reader035.vdocuments.net/reader035/viewer/2022062615/54804723b4af9f42288b45dc/html5/thumbnails/115.jpg)
@ahaval #neshco
Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
THANK YOU!