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Best Practices for Pediatric Healthcare Content Marketing

Presentation to:Children’s Hospital Association’s Strategic Marketing and

Communications Forum Meeting

Ahava LeibtagPresident

Aha Media Group

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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

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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)

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Impossible?The average American is bombarded by 5,000 messages a day.

--The New York Times (1988)

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To build an audience of 50 million

58 years

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To build an audience of 50 million

58 years

14 years

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To build an audience of 50 million

58 years

14 years

4 years

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To build an audience of 50 million

58 years

14 years

4 years

3.6 years

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To build an audience of 50 million

58 years

14 years

4 years

3.6 years

80

Source: ComScore

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The times…they are a changin’.

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Modern Marketing Challenges• Ads don’t have the same power (esp.

in digital)• Reduced attention• Lack of brand loyalty• Social sharing

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SO WHAT WORKS?

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FILL A VOID

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AND DO IT BETTER THAN OTHERS.

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PEOPLE LOVE TO ENGAGE.

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It gives them a sense of belonging.

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People crave connection.

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Transparency.

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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?

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CONTENT IS A CONVERSATION.

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TO WHOM ARE WE TALKING?

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WHO ARE WE?

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CONTENT REVEALS TO THE WORLD WHO WE

ARE.

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CONTENT IS THE CONVERSATION THAT

FUELS THE SALES PROCESS.

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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

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Modern Marketing Challenges• Ads don’t have the same power (esp.

in digital)• Reduced attention• Lack of brand loyalty• Social sharing

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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

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#1: Attract

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#1: Attract

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#2: Acquire

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#3: Engage or Connect

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#3: Engage or Connect

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#3: Engage or Connect

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#4: Drive Profitable Action

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Think: Multiple Touch Points

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Content marketing allows you to sustain the conversation.

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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

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6 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS

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Rule #1: Know the Difference Between Information and

Delivery

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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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VS.(DON’T GET CONFUSED)

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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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Rule #2: Collaborate on Content

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PRITUX

Executive LeadershipMarketing

Customer RelationsVisual

Design

Sales

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Podcasts

Databases

InfographicsImages Videos

Slide Shows

Whitepapers

WebsitesApps

Blogs

Email Marketing

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You need a lot of people.With a lot of talents.

In different areas.

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Rule #3:Know Your Audience

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Rule #4: Define your

Brand[Don’t be afraid]

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MULTIDISCIPLINARY

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COMPLEX

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ADVANCED

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STATE-OF-THE-ART

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WORLD-CLASS

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Brené Brown

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Stories are data with a soul.

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It’s not mobile first.It’s not content first.

Stories first.People first.

Conversations first.

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What makes you different?

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Are you willing to speak human?

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Rule #5: Follow the Rule

of 4

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For every piece of content:

1. Text2. Audio3. Image4. Video

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Rule #6: Prune your Pumpkins

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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

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Case Study: Sentara Heart

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Heart Profiler• Provides

interactive call-to-action

• Trackable

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How we did it? • Build calendar based on key messages, unique

programs and services, and consumer-interest

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Pinterest

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Off-line can be fun, too.

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Results• Direct engagement with consumers

• 1160 clicks

• 702 interactions– 66 retweets or replies– 528 likes– 19 comments – 89 shares

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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

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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.”

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Questions?Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.com

@ahavaL @ ahavaleibtag

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THANK YOU!