#CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing

Download #CMWorld Twitter Chat with Chris Seper on Healthcare Content Marketing

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  1. 1. #CMWorld HEALTHCARE CONTENT MARKETING TWITTER CHAT Featuring MedCity Medias Chris Seper @ChrisSeper and Content Marketing Institutes Joe Pulizzi @JoePulizzi #CMWorld contentmarketingworld.com
  2. 2. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q1: Lets get started! What is the biggest difference between healthcare content marketing and other industries? #CMWorld
  3. 3. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat I just dont see the direct and hard ROI in other fields. And, of course, good healthcare content means healthier people. #bigdeal #cmworld @chrisseper Regulations are used by bad marketers to avoid getting things done. Lots of opportunities if you want to find a way. @JoePulizzi #cmworld @chrisseper A1 it has a compliance aspect (like FiSvc) but can have a great service journalism component too #cmworld @SFerika In other sectors you have agencies being built. In healthcare you have tech companies & beyond that integrate content marketing. #cmworld @chrisseper
  4. 4. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q2: How can healthcare companies mine their heavily-regulated customer data to provide stories and content? #CMWorld
  5. 5. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat This isnt meant to sound trite, but its direct: Patients want to tell their stories. Ask them. #cmworld @chrisseper #cmworld But lets go beyond that. FORGET the regulated data (jump over it). Go to social media @chrisseper A2: Think like journalists. No shortage of healthcare content in the news. Always someone willing to tell a great healthcare story #CMWorld @SamBrennand Patients are sharing their stories on YouTube, Twitter, Pinterest & beyond. They want to share. #cmworld #hcmktg #hcsm @chrisseper
  6. 6. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q3: Healthcare content marketing doesnt always need to be digital; in fact print is alive in industry. What are good examples? #CMWorld
  7. 7. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Good content? I have also loved what Blue Shield, Kaiser, Stanford and Cedars-Sinai do - give me info I can use. #cmworld @SusynEliseDuris A3: Vim and Vigor Magazine (http://t.co/wGOPnP28fy) is a great example of print in the healthcare industry #CMWorld @lucasmillerwsu Even though its a more traditional media model, WebMD magazine is a great print + digital model for follow #cmworld @JoePulizzi A3 Ive loved the Kaiser Permanente teams Thrive content which has crossed all comm channels, not just digital #CMworld @SFerika
  8. 8. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q4: Does your content marketing team have both a B2B plan as well as a B2C plan? How do they work together? #CMWorld
  9. 9. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Consumers werent really customers in the payment sense. That was govt & providers. But now patients truly matter. Need more. #cmworld @chrisseper But I think B2B and B2C marketing will always be separate. #hcmktg demands very specific messages and they dont cross. #cmworld @chrisseper Companies like Invacare need to have both B2B and B2C content strategies. Very challenging. #cmworld @JoePulizzi @chrisseper Exactly! Many healthcare companies are just beginning to get the direct to consumers messaging and media in place #CMWorld @jenkobylar
  10. 10. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q5: What healthcare companies are doing content marketing right? #CMWorld
  11. 11. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Cleveland Clinics health hub is a great model http://t.co/bRyXjag6aJ. Is becoming the center of their patient marketing #cmworld @JoePulizzi Doing right: @everydayhealth, @kidshealth, @clevelandclinic, @mayoclinic, @stjude, @xerox, @medtronic & @myUHC #cmworld @chrisseper @ColleenWeston small practices doing it right include St. Agnes hospital in Baltimore. Their print newsletter is worth gold. #cmworld @predsicker Stanford, Blue Shield, Kaiser, Cedars-Sinai are among the leading healthcare companies doing content marketing right. #cmworld @CMIContent @DebLoggia
  12. 12. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q6: Mobile apps are popping up in the healthcare industry. What are good uses of healthcare apps for content marketing? #CMWorld
  13. 13. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Wellness. Wellness. Medical adherence. Wellness. Wellness and wellness. @CMIContent #cmworld @chrisseper @itriage a powerful app. Also, most payers - UnitedHealth, Humana, Aetna, etc. - are smartly leveraging content. #cmworld @chrisseper Hospitals need a good waiting room app like @GreatClips or like Charmins Sit or Squat http://t.co/cmZTAd9lbi #cmworld @JoePulizzi A6: mobile apps will be hard for healthcare mkting. The market is being flooded w/ truly useful wellness apps from insurance co.s #CMWorld @consected Seen too many healthcare apps on the market. Very few with truly awesome value, me thinks. #cmworld @predsicker
  14. 14. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q7: Do healthcare marketers need special precaution when creating content as to not replace the advice for medical professionals? #CMWorld
  15. 15. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat A7: I think healthcare orgs SHOULD try to replace other content become THE information experts - hire doctors to create content #cmworld @JoePulizzi A7. Challenge with using docs for content if their time. Hard for them to write. HOWEVER, content marketers can ghostwrite. #hcmktg #cmworld @chrisseper A7: Ideal scenario for #hcmktg content producers => Chief Medical Officers and legal review in approval cycle #cmworld @SusanDElia A7: Our rule was that all content was produced by doctors, the editor was used to make it more readable/understandable #cmworld @NenadSenic
  16. 16. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q8: Healthcare companies are traditionally large. What is the best way to get buy-in in this complex org? #CMWorld
  17. 17. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat A8. Show them their peers are doing it!! http://t.co/WBolxjonX1 @CMIContent #cmworld @chrisseper A8: I think @chrisseper is right...now focus is on getting more patients (since the revenue model changed). Tie content to that. #cmworld @JoePulizzi Q8. Ive found LinkedIn discussions to be a good place to build r/ships with healthcare folks. Good way to get buy in. #cmworld @predsicker Find out the difference between those that subscribe to your content and those that dont. Should be telling... #cmworld @JoePulizzi
  18. 18. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q9: Where is pharma when it comes to content marketing? #CMWorld
  19. 19. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat A9. Pharma is largely trapped - both by regulation and by fear. Rely on 3rd parties for extra buzz. #cmworld @chrisseper AstraZeneca doing some great work on the research side http://t.co/ rBWvmK1sGH w/ Partnerships #cmworld @JoePulizzi A9. Whole pharma sales world is also changing. Content marketers should find a place in a pharma closed loop marketing system. #cmworld @chrisseper A9. Pharma also about HYPER targeting key docs. They pay big money, but for specific people. You gotta have them. #cmworld @chrisseper
  20. 20. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Q10: What is the top thing healthcare content marketers need to improve on or learn when it comes to social media? #CMWorld
  21. 21. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat A10: Getting leaders involved in social media is critical. You see so few stars when it comes to healthcare. #cmworld @JoePulizzi A10. What I hear most is that healthcare content marketers need to understand their concerns about compliance and engagement risk. #cmworld @predsicker A10. Social media is moving very fast. More sites, segmentation. Google+ coming FAST! #cmworld @chrisseper A10. Must answer this question: What are your orgs goals. How does social meet it? Where do you put your time & effort. #cmworld @chrisseper
  22. 22. #CMWorld contentmarketingworld.com Healthcare Content Marketing #CMWorld Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. July 2: Content Strategy with Michael Brenner @brennermichael July 9: Search and Social with Lee Odden @leeodden July 16: Financial Content Marketing with Mitch Joel @mitchjoel July 23: Social Media Marketing with Joe Chernov @jchernov July 30: B2B Content Marketing with Ardath Albee @ardath421 August 6: Small Business Content Marketing with Brian Clark @copyblogger August 13: Multi-Channel Marketing with Andrew Davis @tpldrew August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats Learn more about content marketing for the healthcare industry at the Content Marketing World Health Summit in Cleveland, Ohio on September 12. CLICK HERE FOR MORE INFO!