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“Healthcare Content is a Conversation: Driving Patient
Engagement”
@ahavaL Ahava LeibtagPresident
Aha Media Group, LLC
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
FILL A VOID
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#cmworld, @ahavaL
AND DO IT BETTER THAN OTHERS.
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
PEOPLE LOVE TO ENGAGE.
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#cmworld, @ahavaL
It gives them a sense of belonging.
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
People crave connection.
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#cmworld, @ahavaL
Transparency.
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Today• What is content?• Why do we have such a hard time
with content?• 5 Rules You can Use: How can we be
better healthcare content marketers and how?
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@ahavaL
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CONTENT IS A CONVERSATION.
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TO WHOM ARE WE TALKING?
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WHO ARE WE?
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WHY IS CONTENT SO SCARY?• Intimate• Politically sensitive• Opaque• Dangerous• Requires definition
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#cmworld, @ahavaL
Intimate
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#cmworld, @ahavaL
Politically Sensitive
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#cmworld, @ahavaL
Opaque
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#cmworld, @ahavaL
Dangerous
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#cmworld, @ahavaL
Requires Definition
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#cmworld, @ahavaL
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CONTENT REVEALS TO THE WORLD WHO WE ARE.
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CONTENT IS THE CONVERSATION THAT FUELS
THE SALES PROCESS.
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Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• 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
Marketing
Sales
Nurturing Database
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Content marketing allows you to sustain the conversation.
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Goals of content marketing• Attract: Create content that will draw prospects like bees
to a blossoming flower• Acquire: Give them the content in exchange for an email
address or some other form of potential ongoing contact• Engage or connect: Continue to engage by creating and
sending relevant content about your product, service or knowledge base
• Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
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#cmworld, @ahavaL
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5 Rules for Healthcare Content Marketing that Converts
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Rule #1: Know the Difference Between Information and
Delivery
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@ahavaL #UXPA2013
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Content Marketing Types• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
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VS.(DON’T GET CONFUSED)
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Content Delivery Vehicles• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
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Rule #2:Know Your Audience
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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Rule #3: Define your Brand[Don’t be afraid]
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MULTIDISCIPLINARY
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COMPLEX
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ADVANCED
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STATE-OF-THE-ART
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WORLD-CLASS
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#cmworld, @ahavaL
Brené Brown
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#cmworld, @ahavaL
Stories are data with a soul.
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#cmworld, @ahavaL
It’s not mobile first.It’s not content first.
Stories first.People first.
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#cmworld, @ahavaL
What makes you different?
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#cmworld, @ahavaL
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#cmworld, @ahavaL
Are you willing to speak human?
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
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#cmworld, @ahavaL
WWJD?Are we creating this content for us?
Are we creating this content for our audience?
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#cmworld, @ahavaL
Let’s continue the conversation…www.ahamediagroup.com