Date post: | 17-Sep-2014 |
Category: |
Business |
View: | 11 times |
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Columbus, the Flat Earth,
and the Way to Inspire Content Marketing in Health Organizations
Buddy ScaleraSVP Content Strategy & Media
#cmworld
The Buddyverse
Social:twitter.com/MarketingBuddy
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Web: Work: OCHWW.com
Other:Personal: BuddyScalera.com
Blog: WordsPicturesWeb.com
#cmworld
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Some Truth
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Kraken Jokes!
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Why Personal Promotion Worked
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Non Personal Promotion
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Non Personal Promotion
Personal
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Non Promotion
Personal
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WhyNon Personal Promotion
(Sometimes)Fails
#cmworld
Brand at the Center of the Universe
Dinner meeting
Tele-detail
Display Ads
WebinarWebsite
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail Brand
#cmworld
Deliver the Message?
Dinner meeting
Tele-detail
Display Ads
WebinarWebsite
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail BrandBrand Message
#cmworld
How We Talk to Customers
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Marketing to Top DecilesR Xs
HCPs
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Marketing to the Top CustomersR Xs
HCPs
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Opportunities for GrowthR Xs
HCPs
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Content Marketing Is The Answer
#cmworld
User Journeys in Healthcare
Seeker Considerer Active Solution
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Brand Message
Seeker Considerer Active Solution
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Cont
ent
Cont
ent
Cont
ent
Brand Message
Seeker Considerer Active Solution
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KPI KPI KPI KPI KPI
Measuring the Impact of Content
Cont
ent
Cont
ent
Cont
ent
Brand Message
Seeker Considerer Active Solution
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1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
ent
Cont
ent
Seeker Considerer Active Solution
Brand Message
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2.1 2.2 2.3 2.4 2.5Engagement
1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
ent
Cont
ent
Seeker Considerer Active Solution
Brand Message
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3.5Action
2.1 2.2 2.3 2.4 2.5Engagement
1.1 1.2 1.3 1.4 1.5Exposure
KPI KPI KPI KPI KPI
Cont
ent
Cont
ent
Cont
ent
Seeker Considerer Active Solution
Brand Message
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SeekerPre-Seeker Evangelism1.6
2.6
3.6
1.0
2.0
3.5
2.1 2.2 2.3 2.4 2.5
1.1 1.2 1.3 1.4 1.5
KPI KPI KPI KPI KPI
Cont
ent
Cont
ent
Cont
ent
Seeker Considerer Active Solution
Brand Message
#cmworld
User as Center of the Universe
Tele-detail
Display Ads
Webinar Website
SEM
eDetail
eMail Marketing
Mobile App
iPad Detail
Sales
SEO
Direct Mail
Dinner meeting
#cmworld
Why change is hard
#cmworld
“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”
-Archimedes (287 – 212 BC)
#cmworld
“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”
-Archimedes (287 – 212 BC)
[Assassinated]
#cmworld
Think LikeColumbus
#cmworld*Not historically accurate. Maybe.
Think LikeColumbus*
#cmworld
Challenge Thinking
#cmworld
WIFM: Know Your Audience
#cmworld
Use What You Have
#cmworld
Build on Incremental Wins
#cmworld
Be Careful Out There
#cmworld
Think Differently
ChallengeThinking
Built onIncremental Wins
WIFM: KnowYour Audience
Use WhatYou Have
Be CarefulOut There
#cmworld
Thank you.Buddy Scalera,
Ogilvy CommonHealth Worldwide@MarketingBuddy
#cmworld
Designs by Ivan Ruiz. Comic art by Pat Quinn.