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Conquering Chronic Content Creation Syndrome:
How to Overcome the Increasing Demands for Producing Content
July 14, 2015
We’re wearing our marketing hats today!…
I mustache you a question…
Content Marketing…
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.
Content Marketing…
90% of organizations now market with content
It is 62% less expensive than traditional marketing
Content, content, content!
Each person consumes 15.5 hours of content a day… every day…
Diagnostic Questions
Diagnosis =
CCCS
You are NOT alone!
Key Takeaways:
• Learn three practical ways to overcome CCCS
• Understand preventive practices – get ahead of the demand
• Be inspired to embrace the digital world
Why is treatment important?
• 72% of internet users say they looked online for health information within the past year (Pew Research Center)
• 77% of online health seekers start with search engines (Pew Research Center)
• 94% of prospective patients said reputation is important in hospital selection (Google)
• Google “Freshness update” o rewards websites for fresh, updated content with SEO
Why is treatment important?
• 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers. (Google)
• 51% of patients say they feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets. (Pulse Digital Marketing)
What does that tell us?
• Causes are not going away
• EVERY business is now a publishing house too
• Our patients expect and need it – we must capture consumer demand
• Healthcare is more consumer-driven than ever before
So…
Any brand not prepared to deliver quality content in a
strategic way is likely operating at a significant disadvantage.
What we know in healthcare…
MERGERSACQUISITIONS
ACO’s
POPULATION HEALTH
VALUE-BASED REIMBURSEMENTS
PAYER MIX
MEANINGFUL USE
PHYSICIAN ENGAGEMENT
What we know in marketing…Traditional Media
Digital Media
Implications if no treatment…
• Missed opportunities to grow business
• Lack loyalty with all key stakeholders – patients, physicians, internal staff
• Lack credibility as a healthcare provider
• Negative reputation to manage
4-Step Treatment Plan
• Intake
• Prioritize
• Act
• Repurpose
Intake
Set expectations upfront• Create an alias email
• Dedicate one person
• Assign service line ownership
Intake
Use a standard request form
Intake
• What type of content and distribution method?
• CTA – what do you want your reader to do as a result?
• Goals/Objectives
• SME/s and source material
• Ideal completion date
• How can you use in other forms of marketing?
Prioritize
• Know and understand strategic initiativeso Align internal employees to one brand?
o Grow volume in rehab?
o New unit opening in August?
o Keep Dr. Smith happy?
Prioritize
Assign priority labels to each internal client
AB
C
Prioritize
• Understand cost v. value
• Analyze department’s bandwidth and expertise for worko Strong in a particular subject matter or writing type
o Is it a busy time of year?
o Better suited for an outside partner – know your team’s
strengths
• Assign the project lead and realistic timeline
• Create an editorial calendar for accountability
Act!
Act
• Respond to requester with clear next steps and
timeline
• Intimately know your brand and editorial guidelines
o If you don’t have any – get some!
• Back to the basics – know your audience
• Think with the end in mind
• Execute on time and on budget
Repurpose
• Re-review intake form
• List all different types of content you could produce
• How can you use digital channels to promote content?
• Content managemento Document storage
o File sharing
o Naming protocol
o Time-stamped
4-Step Treatment Plan
• Intake – have a process
• Prioritize – know what’s important
• Act – think with the end in mind
• Repurpose – promote your content!
Tools for your first aid kit…
• Expand your team to source content
o Use greeters, volunteers, valet staff, patient
experience staff, transporters
Add to job descriptions
Observe, take note and share stories
• Image tools
o PicMonkey
o Canva
Tools for your first aid kit…
• Syndicated content
• Social media tools
o Buffer
o LinkedIn bookmarktet
• Project management collaboration tools
o Basecamp
Questions about Treatment??
