Building A Global Brand Through Content Marketing
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Building a Global Brand Through Trusted Content Paul G. Matsen February 2013
description
This presentation will discuss how the Cleveland Clinic has established itself as one of the premier healthcare brands in the world through innovative and creative content marketing. Paul Matsen will describe how Cleveland Clinic creates distinctive and trusted content to build awareness, reputation and to generate volume. The Cleveland Clinic has been a leader in digital, social and mobile healthcare marketing and employees a unique mix of paid, earned and owned media to build its brand.
Transcript of Building A Global Brand Through Content Marketing
Building a Global Brand Through Trusted Content
Paul G. MatsenFebruary 2013
4,000 U.S. Hospitals
$860 Billion Revenue
Cleveland Clinic | Market Challenges
Surgery Setting
INPATIENT
OUTPATIENT
0
20
40
60
80
100
1980 1984 1988 1992 1996 2000 2004 2008
%
ClevelandClinic
Local Competition
Low National Awareness
5%
15%
25%
35%
2008 2009 2010 2011 2012
Limited Resources
Brand is Important to Prospective Patients
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.
The Alpha Influencer
How do weConnect and Engage?
“we need to make our brand experience – its message, actions and services-
TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL.”
80% Of users seek healthcare information onlineOf users seek healthcare information online
Pew Internet, 2011
34% Read someone else’s commentary or experienceRead someone else’s commentary or experience
Pew Internet, 2011
25% Watched an online video on health or medical issuesWatched an online video on health or medical issues
Pew Internet, 2011
23% Social network users have followed a friend’s personal health experiences or updates online
Social network users have followed a friend’s personal health experiences or updates online
Pew Internet, 2011
Patient Experience
Brand Promise
Clinical Excellence
Innovation Wellness
Content Strategy Earned | Paid | Owned
Earned Media
Cleveland Clinic News Service
• A dedicated team
• Local affiliates in key regional markets & national media outlets
• Media can customize for their needs
Thought Leadership
Cleveland Clinic Media Hits2008-2013 Progressive Chart
37,436
49,018
42,92547,614
58,494
4,051
-5,000
5,000
15,000
25,000
35,000
45,000
55,000
65,000
2008 2009 2010 2011 2012 2013
Total mentions through January 2013 reflect a 9% increase YOY.
Paid Media
Content Strategy | Paid
Sea of Sameness
Be Where the Patients Are
Search
Paid MediaDigital
• Leveraging owned assets (clevelandclinic.org + landing pages) in display advertising
• “Reframed” concept focuses on three content areas: Innovation, Outcomes and Patient Experience with new calls-to-action
Innovation EnthusiastCaregivers
Innovation EnthusiastRobotic Delivery
Service LineIn-Banner Search
Service LinePatient Testimonial
Treatment SeekerSecond Opinion
Treatment SeekerValve Replacement
Owned Media
Digital Ecosystem
1.3 millionsubscribers
Social Media Ecosystem
Cleveland Clinic Today iPad App* To be released in February
Daily interactive iPad source for the latest health and wellness tips to read, save, and share from the experts at Cleveland Clinic.
• Updated Daily with new Health & Wellness Content• Access to Health Hub• Interactive 3D Human Body• Interactive Timeline• Request Appointments• Find a Doctor• Find Locations• Access MyChart
Health Hub
• Direct Access to Expert Insight from Cleveland Clinic Doctors
Market Research & Analytics l National Awareness Tracker – Q4 2012
Recent Sources of Cleveland Clinic Awareness (General Population)
(Asked of Those Aware of Cleveland Clinic):
In which of the following ways have you recently seen or heard about Cleveland Clinic? Multiple choice from listed responses.
Recent Sources of AwarenessAmong Those Aware of Cleveland Clinic: General Population
Family/FriendsNews Story or TV
Internet search
Advertising
Have NOT heard anything lately
Your doctorClevelandclinic.org
Social media
58
All Digital Sources*
The Results
• Doubled our web-traffic
• 75,000 leads thru search, 2000% ROI
• Industry-leading social media and mobile position
• Exponential growth in earned media
• Double-digit increases in awareness
• Strong reputation and preference improvement
Content Strategy Earned | Paid | Owned
Understand your Target Customer
Content Creators are Across Your Organization
Build an Integrated Digital EcosystemBuild an Integrated Digital Ecosystem
Earned Media is PowerfulEarned Media is Powerful
Experiment and Innovate
