the case against ‘marketing’ chad johnson senior marketing manager jeff zinger senior marketing...

The Case Against ‘Marketing’

Chad JohnsonSenior Marketing Manager

Jeff ZingerSenior Marketing Programs Manager

Our Talk

• About Corepoint Health

• Marketing outlets

• Content Workflow & Performance

• Lead Gen – Traditional Ads

• Scrapping the Case Study

About Corepoint Health• Located in Dallas area

• 80 employees

• Corepoint Integration Engine

• #1 in KLAS 6 straight years

• Private, Growing

• 500 customers, 3,000 more through vendor partnerships

Marketing Team

The

Boss

The

Brai

ns

Twee

dled

ee

Twee

dled

um

Marketing OutletsWebsites

Marketing OutletsWebsites

Marketing OutletsCollateral – White Papers

Marketing OutletsCollateral – Direct Mail

Content Workflow

HIMSS Analytics White Paper & Infographic

Blog post

Infographic

Landing page

Full Report

HIMSS Analytics White Paper Performance

Lead Gen - AdsCollateral – Traditional Advertising

The Health Care Blog

Lead Gen - AdsCollateral – Content Marketing Ad Results

Poor Showing

HIT News: $4200 13 submits @ $323

THCB: $17502 submits @ $875 per

Lead Gen: HIMSS15HL7 FHIR at HIMSS15

Ads

Pre-show postcard

HL7 Content MarketingHL7 FHIR White Paper & Webinar

• Ads and posts directed to White Paper Hubspot landing page

• HIMSS attendee mailing directed to May webinar, in process

Scrapping the Traditional Case Study. Why?

• Bureaucracy

• Internal Politics and Policies

• The Approval Process “Black Hole”

• Poor Performance

Poor Performance

Poor Performance

May 1, 2014 – May 1, 2015

• 37 Customer Case Studies: 1,313 views

• 7 “New style” Customer Q&A Blogs: 2,306 views

Scrapping the Case Study

Proof in the numbers: 2,306 views

• Anne Arundel Medical

• CIRA

• Providence*

• Boca Raton

• Halifax

• Frederick

• Dallas Children’s*

Blog Q&A: Eliminates Barriers for Participation

• Case Studies can be seen as an official endorsement

• Case Studies may need to be approved by the marketing department at the subject’s organization

• Approval is often needed by executives within an organization… and they can be difficult to reach

Example 1: Dallas Children’s Hospital

• Would not have happened as a formal marketing piece

• Restricted usage… but served its purpose

Example 2: Anne Arundel Medical Center

HIT Key Word Nirvana

• athenahealth

• Epic

• Connecting many hospitals to one

• Yes! Epic and athena can play nice.

Example 3: Anonymous• Largest customer• Never allowed to participate• Takeaway: Large IDNs use

Corepoint Health

All Together

The End

• Path of least resistance

• New possibilities for the marketer

• Positive momentum for the customer and for you

• Another way to make a customer happy

• Everyone wins

Contact Us

Chad Johnson@Ochotexchad.johnson@corepointhealth.com

Jeff Zinger@jdzingerjeff.zinger@corepointhealth.com