Advertising Without The Ads How Your Hospital Website Can Benefit From Inbound Marketing

Celia Brown Senior Director, Marketing & Content Strategy @CeliaBrown

Shawn Gross"Chief Digital Strategist & Healthcare Practice Lead @ShawnGross

Teri Sun"VP Marketing Transformation @TeriAtTheRhino

The state of healthcare digital marketing""Introducing a healthcare marketing funnel""Filling your funnel with the right content at the right time""Nurturing the healthy base with marketing automation

AGENDA

Kids peanut allergy

Top Boston pediatric GI programs

Your audience

of

A.D.D. has a serious case

and the average person

IGNORES "5,000 ads per day

Power has shifted to the hands of your audience

Higher average cost

to acquire "a new

customer

Search Spam Paid / Rented Email Lists TV, Radio + Print Ads Billboards + Outdoor Ads Throwaway Press Releases Off-Platform Social Media Ads"Pop-Ups + Pop-Unders Contextual Ads Outbound Sales Calls

Interstitial Pages Trade Show Booths Forum, Comment + UGC Spam Banner + Display Ads Paid App Reviews Video Ads

Responsible for <10% "

of clicks on the web

Powered by budget + repetition

Costs remain generally static with

scale

Opt-in Email Lists SEO, SEM + Retargeting Native Social Media Advertising High-Value Content Development Blogging Content Marketing Influencer Outreach Earned Social Media Authoring Books / Print Media

Sponsoring Events Press + Public Relations Thought Leadership Community Building Public Speaking Word of Mouth + Viral Mktg Organic App Store Visibility Video Content

Responsible for >90% of clicks on the

web

Lower average cost

to acquire" a new

customer

Powered "by creativity, talent + effort

Generates momentum,

making future efforts

easier

Interruption Marketing"Interrupting someone’s flow of activity "in order to get attention

Inbound Marketing"Earning attention organically without interrupting anyone’s path

70% of B2B purchase decisions are made before a buyer ever reaches sales

Inbound Marketing

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 19

Inbound is all about delivering

the right content at the right place at the right time

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 20

Audience Agenda

News Headlines

Company Agenda

Brand Journalism

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 21

The Right Topic at the Right Time

•  Rapid Content Development

•  Ideation to Publication in 24 hours

•  Curated content from thought leaders

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 25

Creating Headlines

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 28

Curating Headlines

©  2016 SAP SE or an SAP affiliate company. All rights reserved. 29 Internal

Acceleration Streams

LOB HR IT

Finance Marketing

Industry Retail

Banking CPG

Lead Score ≥ 5

Kids peanut allergy

“Kids peanut allergy”

“Kids peanut allergy”

“Top Boston pediatric GI programs”

“Kids peanut allergy”

“Top Boston pediatric GI programs”

Inbound Marketing

General Mills artificial colors kids allergies

How much do artificial colors really impact my toddler’s health? A doctor Q&A.

10 Toddler Healthy Eating Habits

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How much do artificial colors really impact my toddler’s health? A doctor Q&A.

10 Toddler Healthy Eating Habits

Get the eBook

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Tracking Lead scoring Nurture flow

CRM

Business benefit: Sales focused on the right leads

Landing Page

Landing Page

Landing Page

Website

Business benefit: Collecting more info on prospect Continuing to nurture Staying in front of people

This is all one from customer perspective

New Prospect Flow Feeders: Search Share Educate Entertain

Social channels Company blog LinkedIn Facebook

Twitter Pinterest Google+

Earned Media + Target PR Reviews Endorsements Speaking engagements Influencer networking

Sponsorship opportunities Media kit Media mentions Press coverage

Email Owned email subscriber list Opt-in rented list

Valuable web content with CTA

HubSpot

Email 3 Email 2 Email 1

SEO / SEM

Find your category / service line top influencers

Instead of… Think…

Hospital News Brand Journalism

eNewsletter Sign Up Offers

Monthly eNewsletter Marketing Automation

3 Tips for “Advertising Without the Ads”

Celia Brown Senior Director, Marketing & Content Strategy @CeliaBrown

Shawn Gross"Chief Digital Strategist & Healthcare Practice Lead @ShawnGross

Teri Sun"VP Marketing Transformation @TeriAtTheRhino