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

#CMWorldHEALTHCARE CONTENT MARKETINGTWITTER CHATFeaturing MedCity Media’s Chris Seper @ChrisSeperand Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

https://twitter.com/copyblogger

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Healthcare Content Marketing #CMWorld • Twitter Chat

Q1: Let’s get started! What is the biggest difference between healthcare

content marketing and other industries? #CMWorld




I just don’t 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


https://twitter.com/chrisseper


https://twitter.com/SFerika




Q2: How can healthcare companies mine their heavily-regulated customer data to provide stories and content? #CMWorld




This isn’t meant to sound trite, but it’s direct: Patients want to tell their stories.

Ask them. #cmworld

@chrisseper

#cmworld But let’s 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




https://twitter.com/SamBrennand




Q3: Healthcare content marketing doesn’t always need to be digital;

in fact print is alive in industry. What are good examples? #CMWorld




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 it’s a more traditional media model, WebMD magazine is a

great print + digital model for follow #cmworld

@JoePulizzi

A3 I’ve loved the Kaiser Permanente team’s Thrive content which has crossed all

comm channels, not just digital #CMworld

@SFerika


https://twitter.com/SusynEliseDuris

https://twitter.com/lucasmillerwsu


https://twitter.com/SFerika



Q4: Does your content marketing team have both a B2B plan as well as a B2C plan? How do they work together? #CMWorld




Consumers weren’t really customers in the payment sense. That was gov’t & 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 don’t 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





https://twitter.com/jenkobylar



Q5: What healthcare companies are doing content marketing right?

#CMWorld




Cleveland Clinic’s 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




https://twitter.com/predsicker

https://twitter.com/DebLoggia



Q6: Mobile apps are popping up in the healthcare industry. What are good uses

of healthcare apps for content marketing? #CMWorld




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 Charmin’s 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





https://twitter.com/consected




Q7: Do healthcare marketers needspecial precaution when creating content

as to not replace the advice formedical professionals? #CMWorld




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




https://twitter.com/SusanDElia

https://twitter.com/NenadSenic



Q8: Healthcare companies are traditionally large. What is the best way

to get buy-in in this complex org?#CMWorld




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. I’ve 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 don’t. Should be telling... #cmworld

@JoePulizzi








Q9: Where is pharma when it comes to content marketing? #CMWorld




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








Q10: What is the top thing healthcare content marketers need to improve on or learn when it comes to social media?

#CMWorld




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 org’s goals. How does social

meet it? Where do you put your time & effort. #cmworld

@chrisseper








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 theContent Marketing

World Health Summit in Cleveland, Ohio on

September 12.CLICK HERE FOR MORE INFO!



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

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