Category Archives: Content Marketing

Brand journalism: engaging healthcare consumers with content.

A Forum for Healthcare Strategists Webinar

More hospitals and content 2health systems are diving into brand journalism as a way to deliver engaging content and showcase the work of the organization. But how does brand journalism differ from traditional approaches to communication? And what does it take to be successful?

Join me on Tuesday, April 8, 2014 from 11:30 am to 1:00 pm CDT to hear how University of Utah Health Care is embracing brand journalism – and how the approach is delivering results. Brian Gresh, senior director for interactive marketing & web, and Christopher Nelson, assistant vice president of public affairs, will show how the University of Utah is building content that drives patient engagement, brings in local and regional referrals, and elevates the system’s national reputation.

Key discussion topics include:

  • How to engage and nurture your audience with content
  • Building internal support and the right mindset for a brand journalism approach
  • Integrating brand journalism into your healthcare marketing strategy… and why you should!

Because this is such an important topic for healthcare marketing executives, the Forum for Healthcare Strategists is offering complimentary registration to Forum members (non-members pay $125).

Click here to learn more and register for the session.

Social Media Update 2013: A good resource for healthcare marketers.

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that:

  • 73% of online adults now use a social networking site of some kind.
  • 71% use Facebook, up from 67% in 2012.
  • Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
  • User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.

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These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013.  The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform?  How do they use it?  How often do they check-in?

Click here to browse through or download the full report.

Women are social content producers, brand promoters

mom Healthcare marketers have long known the influence that women have when it comes to the consideration, selection and use of health and medical services.  They can be your best word-of-mouth advocates, or most harsh critics.  It doesn’t take long when browsing through social media sites – Facebook, Twitter, blogs, message boards, consumer review sites such as Angie’s List – to produce significant evidence of how women engage in discussions about health topics AND about healthcare providers.  The good, the bad and, all too often, the ugly.

A recent study by SheKnows, a women’s media platform and a lifestyle  site, provides interesting insights into how women in different age and lifestyle segments use  technology and social networks to build their relationships and personal  identities.  Here’s a quick snapshot of the findings from “Content Producers and Brand Promoters.”

  • Women are producing content at record speed and exerting influence over millions of consumers they have never met.
  • 56% of women share product recommendations through social media.
  • 35% of Millennials recommend products on social media at least once a month and follow, on average, 22 brands.
  • 44% are more likely to go to a brand’s social media page to log a customer service issue than to call the company on the phone.
  • Women trust content produced by their peers; 63% of women ages 18 to 65 consider a friend on social media far more trustworthy than a blogger, a celebrity, or a website editor.

The online study was conducted by Harris Interactive in July-August with over 1,000 U.S. women ages 18-65 who have consumed digital content.  For more insights on women and social media from this study, you can download (with a simple registration) the whitepaper, “Marketing to the ‘Likeable’ Mom: A Report on How Family, Brands, and Technology Influence Her Social Identity” at http://www.sheknows.com/whitepaper.  You can also read the full press release on the study at  PR Web.

What are your content marketing plans for 2014?

Content marketing continues to top the list of must-have capabilities for effective marketing operations.  Here’s a quick look at 2014 content marketing trends from the folks at Uberflip.

content infograph

Great tips for writing healthcare content

When it comes to how consumers discover, engage and act on information about healthcare brands, content – in all its forms and sizes – is the reigning monarch.  This infographic from Media is Power illustrates 5 great tips to make content writing easier and much more effective.

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Source for the Infographic.

New webinar on attracting, engaging and retaining patients with content

I’m looking forward to moderating this webinar hosted by the Forum for Healthcare Strategists on May 21. We have two terrific presenters — and a hot, hot topic.

How to Attract, Engage, and Retain Patients with Content
Tuesday, May 21, 2013
11:30AM – 1:00PM (CDT)

Jessica Carlson

Jessica Carlson

With so many communication channels available to consumers today, the rules for marketers have changed. The focus now is on content marketing: creating and sustaining great conversations with the people who visit your websites and social media channels.

Hear how Sentara Healthcare leveraged the power of healthcare content marketing during its 28 Days of Heart campaign. Using combined techniques to pull content, a healthcare tool, and reconfigured information architecture, they were able to show clear results metrics in changing its approach to content.

Ahava Leibtag

Ahava Leibtag

Join Jessica Carlson, Digital Media Advisor, Sentara Healthcare, Ahava Leibtag, President, Aha Media Group LLC, and me on May 21, and learn how to:

  • Create a content strategy around a campaign
  • Set up a social media editorial calendar
  • Engage and nurture your audience with content
  • Analyze your data to improve campaign performance

Click here for more information and to register online.  The price for Forum members is $89 ($119 for non-members).

Engaging healthcare consumers through content marketing

content marketing rxContent marketing is a hot topic for healthcare marketers.  And no wonder.  More than ever, healthcare consumers are seeking information, sharing healthcare experiences, exploring treatments and selecting providers online. And the vast majority of online health-related discussions take place without input from healthcare professionals.

A recent Pew Internet and American Life Project study revealed that 81% of U.S. adults use the internet and 59% say they have looked online for health information in the past year. Over a third of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have.

Also consider:

  • 47% have looked for information about a doctor
  • 34% have read about someone else’s healthcare experience
  • 16% have consulted online rankings or reviews of providers

Professional Research Corporation’s (PRC) 2012 National Consumer Perception Study also found that one-fourth of healthcare consumers use the web to find a doctor, and 16% say that blogs and posted comments impact which physician or hospital they chose for care.

Content is about strategy, not just promotion

The challenge for healthcare marketers is having the right content in the right place at the very time that consumers are searching. To do this, they must develop a thorough understanding of how consumers discover, consume and share information on-line; and the role of search and social interaction across the consumer buying cycle.

The bottom line is that content marketing isn’t about self-promotion; it’s about engaging consumers through relevant information, resources and tools, discoverable at a time and place when they are most open to receiving messages.  It’s about building your brand and strengthening relationships at every point through the consumer decision-process. And encouraging your audience to act through strong calls to action with content that positions you as the preferred choice.

Learn more at PRC’s upcoming Webchat on content marketing

On Thursday, March 28, 2013, I’ll be joining Janna Binder, director of marketing and public relations for Professional Research Corporation (PRC), on a webchat to discuss the role and power of content marketing in healthcare. During the one-hour session, we’ll talk about how content marketing can engage healthcare consumers, build your brand, drive patient acquisition and cultivate customer loyalty. Key discussion points will include:

  • The role of search and social interaction in the healthcare consumer’s selection process
  • Where consumers discover, consume and share information
  • What constitutes relevant, valuable content, tools and relationships
  • How marketers can build content marketing plans

I hope you’ll join us. The 60 minute PRC Webchat starts at 1:00 pm central time. And, there is no charge for participation. Just click here for more information and online registration.