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Xerox and HealthBiz Decoded

Ken EricsonDirector, Content Marketing, Xerox

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Xerox: You Know Us, Right?

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We’ve Transformed.

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Focused on Healthcare

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Betcha Don’t Know About Xerox:

40Years of healthcare experience

1700+Hospitals served

900+ Million healthcare claims processed per year

22+ Thousand employees dedicated to healthcare

36Million people served by government health services

100Percent of the top ten BCBS organizationsare clients

20Of the top 20 US Managed Healthcare plans are clients

2/3 Of U.S. insured patients are touched by our services

37 U.S. states supportedby government health solutions

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We Have Brand Advocacy For Copiers

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We Have Brand Advocacy For Copiers

But not for healthcare.

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How Do We Create Advocacy?• We joined the conversation

with HealthBiz Decoded, an editorial knowledge site on the business of healthcare

• Designed to build belief and join the conversation, not sell

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Understanding The Landscape• We did our homework:

understanding the conversations and where we fit in

• Developed personas• Made an editorial

commitment

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Here’s The Key: It’s Not About Us

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Here’s The Key: It’s Not About UsOnly 30 percent of the stories have a Xerox connection.

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It Doesn’t Look Like Us, Either

By creating credible and trusted content, people start to believe in who we are and what we do.

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We’re Now A Publisher

• Launched in April• Partnered with Group SJR

for content production

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Daily publishing, constant social engagement and media outreach

How We’re Executing

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Decisions from “outside in” Stories have editorial balance and styleFlexible for breaking news

Our Newsroom Model

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Telling Our Story

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Telling Our Story

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Amplifying Xerox Thought Leadership

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Amplifying Xerox Thought Leadership

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Creating Credible Content

HealthBiz Decoded, July 29

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Creating Credible Content

New York Times, July 31

HealthBiz Decoded, July 29

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HealthBiz Decoded @TEDMED

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What We’ve Learned So Far..Paid needs to support the strategy

Some stories drive clicks…

Amplify through interview subjects

…others drive social sharing

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What We’ve Learned So Far..Paid needs to support the strategy

Some stories drive clicks…

Amplify through interview subjects

…others drive social sharing

#cmworld

What We’ve Learned So Far..Paid needs to support the strategy

Some stories drive clicks…

Amplify through interview subjects

…others drive social sharing

#cmworld

What We’ve Learned So Far..Paid needs to support the strategy

Some stories drive clicks…

Amplify through interview subjects

…others drive social sharing

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Fueling The Xerox Content Engine

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How We Measure Success• Site Metrics• Increased influencer/media attention• Increased demand for our thought leadership• Increased awareness of Xerox as a business

partner in healthcare

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Measuring Success: Increased Attention

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Measuring Success: Increased Attention

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Have Infographic, Will Travel

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Have Infographic, Will Travel

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Have Infographic, Will Travel

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Influence Gap: EHRs/EMRs

2/1/2013 8/30/2013

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Influence Gap: Consumerism

2/1/2013 8/30/2013

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Influence Gap: Innovation

2/1/2013 8/30/2013

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Influence Gap: Technology

2/1/2013 8/30/2013

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Keys To SuccessSupport From the Top

Editorial Focus

Strong Content Partner

Few Cooks In The Kitchen

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Keys To SuccessSupport From the Top

Editorial Focus

Strong Content Partner

Few Cooks In The Kitchen

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Keys To SuccessSupport From the Top

Editorial Focus

Strong Content Partner

Few Cooks In The Kitchen

#cmworld

Keys To SuccessSupport From the Top

Editorial Focus

Strong Content Partner

Few Cooks In The Kitchen

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Questions?