HealthBiz Decoded
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17-Oct-2014 -
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Transcript of HealthBiz Decoded
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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
#cmworld
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
#cmworld
Questions?