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