The first annual Healthcare Summit for Content Marketers was held last week in Cleveland — I attended and learned some great strategies and tactics both specific to that industry, and that would apply across industries. Here’s an overview with some key take-aways for you. You might also like to review our topic index for Content Marketing.
Joe Pulizzi kicked off the summit noting that Healthcare as an industry came in about two years behind other industries in terms of their tactical use and budget for a number of marketing thrusts including Social Media and Content Marketing in a recent study conducted by the Content Marketing Institute. He also reported:
- Print is much more used in Healthcare than other industries
- Web traffic is up, but time on site is low, and SEO rankings are low in the industry
- Biggest Challenge: Producing enough content — just 28% of those surveyed feel they are good at content creation and development
- Social media marketing must be driven by one integrated strategy — not a separate one for Twitter, FaceBook, etc.
- The “Purchase Funnel is changing into a Decision Journey” — it’s not a linear path prospects take toward healthcare service providers anymore. They seek to learn, investigate, then purchase, and interact. So you need to ask yourself “where is the point of engagement?”
- You need impact at each point of the decision process to get them into a “loyalty loop.”
- You are three times more likely to get the business if you are in their initial consideration set.
- Content Strategy considerations: The “Three F’s” – Fuel (the content itself); Force (sales force); Fear (healthcare decisions involve a certain level of fear)
- Use “Amplification” in social media: more than one celebrity has come into the hospital, interacted with the children then sent out pictures to all their constituencies in social venues.
- A personal favorite of mine: “You might have 800,000 Facebook likes, “but, who cares?” says Coughlin, “what matters is how they are engaged, and the revenue that results from that.”
- And, Coughlin sets goals (ie. Appointments requested vs. Appointments Scheduled) to track so she can see precisely the result of the Hospitals’ marketing efforts.
More key Content Marketing take-aways:
- Ahava Leibtag, principle AHA Media Group, encouraged attendees to think about a different approach and the use of humor (which can address the fear factor in healthcare that Coughlin spoke about She also called attention to the difference between Content and Content Delivery, asking what is the best content holder (video versus case study, for example).
- Buddy Scalera, Senior VP of Interactive Content and Market Research for Oglivy “CommonHealth Interactive Marketing”, cautioned that “people consume differently than you think” (they’re on the go, not in a good location, watching a video at a bus stop, etc.). He also stated, “content should never be created on a website unless it is tied back to a strategic goal”. Here, here.
- Scott Linabarger, Director of Digital Marketing for the Cleveland Clinic, asks, “how many of you know specifically how much revenue your content generates?” He replied to his own question noting, “every visit is worth $4 – $6 at our site”. And, along with a couple of other presenters, Mr. Linabarger spoke of strategies to place content in paid locations, owned location, and earned (media) venues.
- Joe Hage, CEO of MedicalMarCom, gave us his short, three item list for what you need to know about online marketing: How hard do you make your prospects work to find you? Will the prospect engage with you? And, Will the prospect share information with you? (Why not?)