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Best Practices for Pediatric Healthcare Marketing
1. Best Practices for Pediatric
Healthcare Content Marketing
Presentation to:
Children’s Hospital Association’s Strategic Marketing and
Communications Forum Meeting
Ahava Leibtag
President
Aha Media Group
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3. Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
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4. Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
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12. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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39. Today
• What is content?
• Why do we have such a hard time with
content?
• Defining content marketing
• 6 Rules You Can Use: Can we be better
healthcare content marketers and how?
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45. Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Sales Funnel
MarketingSales
Nurturing
Database
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47. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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48. Goals of content marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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58. Content Marketing Stats
• Content marketers’ top priorities were found to be
driving leads and engaging buyers
• 71% of marketers are increasing spend on content
marketing in 2014
• 85% of marketers saw an increase in awareness
building as a result of content marketing
• 76% of marketers saw and increase in buyer
engagement as a result of content marketing
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59. 6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
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60. Rule #1:
Know the Difference
Between Information and
Delivery
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109. Content Marketing Impact
• 74% of marketers saw an increase in
SEO/web traffic resulting from content
marketing
• Over 61% of marketers saw an
increase in lead quality and quantity
due to content marketing
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115. Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
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116. 6 Rules Review
1. Know the difference between content
format and delivery
2. Collaborate on Content
3. Know your Audience
4. Define your Brand
5. Follow the Rule of 4
6. Prune your Pumpkins
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117. Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
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