Post on 16-Apr-2017
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Managing Brand Perception:Xerox in HealthcareKen Ericson, Content Marketing Director for Xerox@kenericson
You Know Us, Right?
Xerox Transformed
Focused on Healthcare
Working with 700 hospitals, 37 states and the top 20 managed healthcare plans
We Have Brand Advocacy For Copiers
But not for healthcare.
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
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Building Belief And Advocacy
• HealthBiz Decoded is an owned microsite focused on the business of healthcare
• Intentionally “far from the sun”
• Designed to build belief and join the conversation, not sell
Joining The Conversation
• We did our homework: understanding the conversations and where we fit in
• Made an commitment to trusted and relevant editorial content
How We’re Engaging
One piece of original content produced each day, amplified socially and pitched to other media.
Here’s The Key: It’s Not About Us
Here’s The Key: It’s Not About Us
Only about 30 percent of the stories have a Xerox connection.
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• Decisions from “outside in” • Stories have editorial balance
and style• Flexible to react in real-time for
breaking news
Our Newsroom Model
Creating Timely, Relevant Content
HealthBiz Decoded, July 29
Creating Timely, Relevant Content
New York Times, July 31
HealthBiz Decoded, July 29
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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
Measuring Success: Increased Attention
Measuring Success: Increased Attention
Have Infographic, Will Travel
Have Infographic, Will Travel
Have Infographic, Will Travel
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
Aligned With An Influencer
Realtime Engagement: @XeroxHealthcare
• 210 New followers• 28 Followers from influencer list• 294 Tweets• 1,236,870 Impressions
Realtime Engagement: #SimpleHealth
• Nearly 800 mentions of #SimpleHealth
Realtime Social Executive
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Article CommentsByline
Interviews
In six words, what’s your vision for the future of health?
HealthBiz Decoded @TEDMED
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
Content And Social Engagement
Thought Leadership
HealthBiz Decoded
Social ExecutivesTEDMED
Driving Thought Leadership
Influence Gap: EHRs/EMRs
2/1/2013 8/30/2013
Influence Gap: Consumerism
2/1/2013 8/30/2013
Influence Gap: Innovation
2/1/2013 8/30/2013
Influence Gap: Technology
2/1/2013 8/30/2013