Download - Content Marketing for Healthcare [WEBINAR]

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Page 1: Content Marketing for Healthcare [WEBINAR]

Content Marketing for Healthcare

BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC

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Webinar Information• Webinar lasts one hour

• Enter questions at any time

• Recording will be posted on geonetric.com/webinars 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

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Geonetric Clients

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About GeonetricGeonetric 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.

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Today’s PresenterBen Dillon, MBA | VP & eHealth EvangelistGeonetric, 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.

He’s also a Twitter junkie – follow him at @benatgeo.

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Content Marketing for Healthcare

BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC

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POLL:

In Terms of Content Marketing…

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JANUARY

Top Five Content Trends for 2013

FEBRUARY

The Content Conundrum

MARCH

Content Marketing for Healthcare

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Why Sponsor a Space Jump?

Click icon to add picture

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Content marketing is becoming the publisher

rather than the advertiser.

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This is Content Marketing!

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This Barely Scratches the Surface

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Benefits of Content Marketing

• Public trust

• Engaged prospects

• Happier clients

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A Few Fundamentals

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It’s Time for Us All to Admit Something...

You're just not that interesting.

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Stop Talking About Yourself…

And start talking about potential patients’ interests.

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Don’t Get Hung Up on the Rules

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Start with the End in Mind

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The “Content” in Content Marketing

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The “Content” in Content Marketing

• Blogs

• Podcasts

• Videos

• Whitepapers

• eBooks

• Infographics

• Social media

• Webinars

• Magazines

• Pamphlets

• Infomercials

• TV news spots

• Ask the doc newspaper column

• Events (sometimes)

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“Fundamentally, it's not just about content, it's about

identity, relationships and content.”

- Amit Singhal, Google Fellow

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“You need to be exceptional, inspirational, unique, credible,

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

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LNO Breast Cancer Event

LNO Health & Wellness Event

LNO Health & Wellness Event

LNO Breast Cancer Event

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Creating the Right Content

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Editorial Calendar• Daily - Tweet

• Weekly - Blog

• Monthly – Webinar or in-person event

• Quarterly – Research report or major whitepaper

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Map Content to the Consumer Buying Cycle

Awareness

Evaluation

Purchase

Retention

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Or, In Healthcare Terms…

Source: The Advisory Board Oncology Roundtable report: Inside the Mind of the Cancer PatientUncovering Patient Preferences toGuide Cancer Program Investment

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Simpler – Weight Loss Surgery

Research options

Evaluate programs

Evaluations and

approvalsSurgery

Post-procedure recovery

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Research Options

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The “Marketing” in Content Marketing

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Match Marketing Approach to Situation

• Push campaigns– Demand generation

– Elective procedures

• Ongoing efforts– Acute issues

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Newsjacking

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Be the Trusted Resource at the Right Moment

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Match Marketing to the Channel

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How Do You Know Which Channel is the Right

Channel?

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Call CKHS-GI1

Search engines + keywords

Direct via home page Advertised URL

CRM

TV

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Most Visits Here

Tracked Value Here

Pressure to Defend Value

Direct URL

Search engine

PPC

Social media

Vanity URL

Home page

Landing page

Interior page

Online conversion

Departure / Untracked phone

#

Tracked phone #

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Make an Offer• This is how you make the

goal relevant

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Redesigned Form Based on Analytics

Before After

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Pulling it Together

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TWEET IT: #GEOLIVE

Questions?

• To learn more:– Contact us

– 800.589.1171

[email protected]

• Visit our website:– www.geonetric.com

• Connect with us– @geonetric

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The Content Marketing for Healthcare Video

Watch the VideoInterested 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!

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New White Paper Available

Get to the Point: Web Writing for HealthcareYou know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web.

Request your free copy!

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Next Month’s Webinar

Translating Site Data into ActionApril 18 - 3:00 p.m. CT

Do you have a good understanding of what’s happening with your online efforts? Are you getting value from your analytics?

Most organizations aren’t and it’s not for lack of data. From Google Analytics to pay-per-click, the amount of data available

about your hospital’s 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. We’ll help

you translate all that data into actionable plans.

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Thank You