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© 2013 Capstrat LLC. All Rights Reserved. An Organized Approach to Healthcare Content Marketing February 19, 2015
© 2013 Capstrat LLC. All Rights Reserved.
An Organized Approach to Healthcare
Content Marketing
February 19, 2015
© 2013 Capstrat LLC. All Rights Reserved.
What’s driving marketing communications today?
1. Media Convergence
2. Content with Purpose
3. Analytics Driven
© 2013 Capstrat LLC. All Rights Reserved.
Media Convergence
© 2013 Capstrat LLC. All Rights Reserved.
Media Convergence
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
Visibility
Weaknesses Strengths
Control
Credibility
Visibility
Control
Credibility
© 2013 Capstrat LLC. All Rights Reserved.
Content with Purpose
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Analytics Driven
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Using Content to Rebrand and Reposition
UF Health
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There were two distinct brands within the system
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One over-arching brand was created
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Patient stories served as content
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Stories were told across multiple media platforms
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Good content was shared by employees
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Good content results in favorable outcomes
163 COMMENTS
2,942 LIKES
277 SHARES
820,000 REACHED
2,487 NEW FANS
12,651 VIDEO VIEWS
20,796 PHOTO VIEWS
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Using Content to Establish Thought Leadership
Deloitte Health
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Core content was parsed into smaller, specialized segments
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Infographics illustrated long-form content for short attention spans
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Content was used to engage audiences through LinkedIn polling
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@DeloitteHealth: Steps to Enhanced Content Marketing
Dbriefs
Socializing Dbriefs and webinars
•Assign hashtags to track conversations
•Live tweet webinar content
•Follow participants and generate leads
Studies
Socializing studies
•Optimize format for social platforms
•Utilize relevant hashtags and existing conversations
• Identify and promote to social influencers
Conferences
Socializing conferences
•Monitor and use conference hashtags
•Follow and connect with conference attendees
•Align collateral and messaging with social efforts
Opportunities to
engage
Identifying opportunities to connect
•Track current conversations
• Identify opportunities to respond or offer relevant information
•Generate traffic to website or blog
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Actual results after smart targeting
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Using Content to Increase Patient Enrollment
Carolina Advanced Health
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For Carolina Advanced Health, an innovative
collaboration between UNC HealthCare and
BCBSNC, non-traditional media drove patients to a
non-traditional practice.
© 2013 Capstrat LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
The campaign more than doubled the number of
patients in the first six weeks, setting the practice on
a path to reach its goal by year end.
© 2013 Capstrat LLC. All Rights Reserved.
Thank You
Angela Connor, SVP , Group Director, Media Kelly Calabria, SVP, Group Director, Healthcare
