Content Marketing for Healthcare [WEBINAR]

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The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience. In this webinar, you’ll learn how to: Establish a content marketing program Use content marketing in a healthcare environment to build service line volume Create content that is truly valuable and gets shared Go beyond social media as a content marketing strategy Watch the webinar with audio:

Transcript of Content Marketing for Healthcare [WEBINAR]

  • 1.Content Marketing for HealthcareBEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC

2. Webinar Information Webinar lasts one hour Enter questions at any time Recording will be posted on within 24 hours Please mute your phones Please take the post-webinar survey which will appear at the conclusion of the webinar Follow along on Twitter using the #GeoLive hashtag 3. Geonetric Clients 4. About Geonetric Geonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry. 5. Get Our New Whitepaper! Request your free copy! 6. Todays Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. Hes also a Twitter junkie follow him at @benatgeo. 7. Content Marketing for HealthcareBEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC 8. POLL:In Terms of Content Marketing 9. JANUARYTop Five Content Trends for 2013 FEBRUARYThe Content Conundrum MARCHContent Marketing for Healthcare 10. Why Sponsor a Space Jump? 11. Content marketing is becoming the publisher rather than the advertiser. 12. This is Content Marketing! 13. This Barely Scratches the Surface 14. Benefits of Content Marketing Public trust Engaged prospects Happier clients 15. A Few Fundamentals 16. Its Time for Us All to Admit Something... You're just not that interesting. 17. Stop Talking About Yourself And start talking about potential patients interests. 18. Dont Get Hung Up on the Rules 19. Start with the End in Mind 20. The Content in Content Marketing 21. The Content in Content Marketing Blogs Magazines Podcasts Pamphlets Videos Infomercials Whitepapers TV news spots eBooks Ask the doc newspaper column Infographics Social media Webinars Events (sometimes) 22. Fundamentally, it's not just about content, it's about identity, relationships and content. - Amit Singhal, Google Fellow 23. You need to be exceptional, inspirational, unique, cre dible, fun, beneficial to share, don't get obsessed with relevance (relevance to audience is very important, but to product, not so much). - Rand Fishkin, CEO of SEOMoz 24. LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness EventLNO Breast Cancer Event 25. Creating the Right Content 26. Editorial Calendar Daily - Tweet Weekly - Blog Monthly Webinar or in-person event Quarterly Research report or major whitepaper 27. Map Content to the Consumer Buying Cycle AwarenessRetentionEvaluationPurchase 28. Or, In Healthcare TermsSource: The Advisory Board Oncology Roundtable report: Inside the Mind of the Cancer Patient Uncovering Patient Preferences to Guide Cancer Program Investment 29. Simpler Weight Loss SurgeryResearch optionsEvaluate programsEvaluations and approvalsSurgeryPostprocedure recovery 30. Research Options 31. The Marketing in Content Marketing 32. Match Marketing Approach to Situation Push campaigns Demand generation Elective procedures Ongoing efforts Acute issues 33. Newsjacking 34. Be the Trusted Resource at the Right Moment 35. Match Marketing to the Channel 36. How Do You Know Which Channel is the Right Channel? 37. Call CKHS-GI1 TV Search engines + keywordsDirect via home pageAdvertised URLCRM 38. Pressure to Defend Value Tracked Value HereDirect URL Home pageOnline conversionPPCInterior pageTracked phone #Social mediaLanding pageDeparture / Untracked phone #Search engineVanity URLMost Visits Here 39. Make an Offer This is how you make the goal relevant 40. Redesigned Form Based on Analytics 41. Pulling it Together 42. Get Our New Whitepaper! Download 43. TWEET IT: #GEOLIVEQuestions? To learn more: Contact us 800.589.1171 Visit our website: Connect with us @geonetric 44. The Content Marketing for Healthcare Video Watch the Video Interested in viewing the original Content Marketing for Healthcare webinar? Now you can! Visit our webinar page to watch the recording, listen to an .mp3 or download the .pdf slide deck for the webinar. Watch the Content Marketing for Healthcare webinar! 45. New White Paper Available Get to the Point: Web Writing for Healthcare You know you need great content on your hospitals website. But writing it and managing it is a big job. This white paper will help. Well answer your top content questions and explain the fundamentals of writing good content for the Web.Request your free copy! 46. Next Months Webinar Translating Site Data into Action April 18 - 3:00 p.m. CT Do you have a good understanding of whats happening with your online efforts? Are you getting value from your analytics? Most organizations arent and its not for lack of data. From Google Analytics to pay-per-click, the amount of data available about your hospitals Web presence is staggering. Lots of numbers but not enough insight. Attend this webinar to learn how to measure the success of your online efforts. Well help you translate all that data into actionable plans. 47. Thank You