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Joe Public II: Embracing the New Paradigm

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Modern Healthcare
Modern Healthcare

The document summarizes a presentation about embracing a new paradigm in healthcare marketing that focuses on digital marketing and content marketing rather than traditional mass promotional campaigns. It discusses how digital marketing requires developing proficiency in various digital strategies and tools. It also explains that content marketing involves creating useful non-sales content to attract audiences, like health articles, videos, and seminars. The presentation includes a case study of a healthcare organization that saw major increases in web traffic and engagement through a new digital marketing and content strategy focused on its cancer services. It closes by encouraging adoption of the new paradigm through change management and patience despite expected resistance.

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Joe Public II: Embracing the New Paradigm MODERN HEALTHCARE 
 STRATEGIC MARKETING CONFERENCE OCTOBER 2015
Introduction: It’s a paradigm shift! Digital marketing mastery Content marketing mastery Case study Closing points Q & A AGENDA Chris Bevolo cab@thinkrevivehealth.com @ChrisBevolo
In 1962, Thomas Kuhn wrote The Structure of Scientific Revolution, and introduced the idea of “paradigm shift.” He argued that advancement is not evolutionary, but rather is a “series of peaceful interludes punctuated by intellectually violent revolutions,” and in those revolutions “one conceptual world view is replaced by another.” What is a “paradigm shift?”
The existing healthcare marketing paradigm
What is the shift? Moving from the existing consumer healthcare marketing paradigm, dependence on mass promotional campaigns, to the new paradigm: embracing digital marketing and content marketing
What’s the hold up? Existing paradigm is what we know. Existing paradigm is relatively easy. Existing paradigm is cool. Existing paradigm is what your boss wants. Existing paradigm still dominates.
Digital marketing mastery You had me at hello…
Digital marketing mastery holds the seeds of its own destruction. In the meantime, you have to develop a digital marketing mindset and become proficient in the dozens of digital marketing strategies, channels and tools. “What is it really like to have kids?” Perspectives on digital marketing mastery
Three keys to a digital marketing mindset Move from “separately” and “secondarily” to “initially” and “integrated”1
Three keys to a digital marketing mindset Start with digital strategies and plans and then move away from those2
Three keys to a digital marketing mindset Start every marketing effort/campaign/project with three priorities: 
 search, web, and mobile 3
Changing the message
What are the implications? • We’re wasting our breath and millions of dollars telling people who don’t care how great we are. • We still need to build our brands. • We still need to market to Joe Public. • If consumers only care about us when they need us, how do we attract their attention when they don’t?
What is content marketing? Content marketing is defined as the strategy of targeting audiences with messages, information, tools or interactions that have value outside of a purchasing need.
• Joint pain seminar • Blood pressure screenings • Blog post on heart healthy recipes • “What is influenza?” brochure in doctor’s office • Online health library • “Five tips for stretching” video Content marketing: Sound familiar?
Going vertical with content marketing Marketing automation Multi-channel advertising Enhanced SM efforts Custom SEM efforts Custom tools/experiences Extended content Microsite/landing page-section Themed campaign Brand journalism Health library Classes/events Social media Content strategy HorizontalVertical Cardiology marketing program Content Marketing: Horizontal and Vertical Efforts BasicsOutreachAdvanced
Case Study
Allegiance Health: Now what?
Cancer can seem overwhelming, but you won’t face it alone. Allegiance Health will be with you every step of the way. Our oncology team will work with you to develop a personalized plan to provide both physical and emotional support. From nutrition counseling to stress management and physical therapy, our energizing support services will help make your treatment even more effective. If you have a cancer diagnosis, you don’t have to face it alone. Choose the Gayle M. Jacob Cancer Center at Allegiance Health.Visit us online at AllegianceHealth.org/NowWhat for a free DVD to learn more about our comprehensive cancer services close to home. can strengthen your body’s ability to defend itself against cancer. For more tips, visit AllegianceHealth.org and search “Cancer Diet.” EEO/AA Allegiance Health: Now what?
Allegiance Health: Now what?
Allegiance Health: Now what?
Allegiance Health: Now what?
• A 5x increase in visitors to the cancer section of the website in the first month of the content program launch over the prior month (which featured mass advertising only) • 11,700 web visitors delivered through online advertising in the first five months of the digital campaign, accounting for a 1300% increase in visitors to the cancer section compared to the five months prior to the digital campaign launch • 25,000 web visitors delivered through content marketing channels (SM, SEM, other) in the first nine months of the program (Apr 12 - Jan 13) • 760 people visited online cancer risk assessments in 7 months - 208 people provided their contact information • No CRM to track direct impact of content marketing efforts on ROI, but program credited with 23% increase in volumes in 2012 compared to 2011 Allegiance Health: Now what?
Closing Points Moving to the new paradigm will take time - be patient! You will meet resistance every step of the way. Prepare organization with change management strategies. Have faith - you’ve got this!
Listen Free “Healthcare Marketing Underground” podcast ThinkReviveHealth.com or iTunes Free online digital audit www.revivehealthaudit.com Read “Joe Public II: Embracing the New Paradigm” Visit JoePublic2.com and use “Event2015” as promo code to 
 receive 20% discount Immerse Join the transformation! Joe Public Retreat www.joepublicretreat.com cab@thinkrevivehealth.com

More Related Content

Joe Public II: Embracing the New Paradigm

  • 1. Joe Public II: Embracing the New Paradigm MODERN HEALTHCARE 
 STRATEGIC MARKETING CONFERENCE OCTOBER 2015
  • 2. Introduction: It’s a paradigm shift! Digital marketing mastery Content marketing mastery Case study Closing points Q & A AGENDA Chris Bevolo cab@thinkrevivehealth.com @ChrisBevolo
  • 3. In 1962, Thomas Kuhn wrote The Structure of Scientific Revolution, and introduced the idea of “paradigm shift.” He argued that advancement is not evolutionary, but rather is a “series of peaceful interludes punctuated by intellectually violent revolutions,” and in those revolutions “one conceptual world view is replaced by another.” What is a “paradigm shift?”
  • 5. What is the shift? Moving from the existing consumer healthcare marketing paradigm, dependence on mass promotional campaigns, to the new paradigm: embracing digital marketing and content marketing
  • 6. What’s the hold up? Existing paradigm is what we know. Existing paradigm is relatively easy. Existing paradigm is cool. Existing paradigm is what your boss wants. Existing paradigm still dominates.
  • 7. Digital marketing mastery You had me at hello…
  • 8. Digital marketing mastery holds the seeds of its own destruction. In the meantime, you have to develop a digital marketing mindset and become proficient in the dozens of digital marketing strategies, channels and tools. “What is it really like to have kids?” Perspectives on digital marketing mastery
  • 9. Three keys to a digital marketing mindset Move from “separately” and “secondarily” to “initially” and “integrated”1
  • 10. Three keys to a digital marketing mindset Start with digital strategies and plans and then move away from those2
  • 11. Three keys to a digital marketing mindset Start every marketing effort/campaign/project with three priorities: 
 search, web, and mobile 3
  • 13. What are the implications? • We’re wasting our breath and millions of dollars telling people who don’t care how great we are. • We still need to build our brands. • We still need to market to Joe Public. • If consumers only care about us when they need us, how do we attract their attention when they don’t?
  • 14. What is content marketing? Content marketing is defined as the strategy of targeting audiences with messages, information, tools or interactions that have value outside of a purchasing need.
  • 15. • Joint pain seminar • Blood pressure screenings • Blog post on heart healthy recipes • “What is influenza?” brochure in doctor’s office • Online health library • “Five tips for stretching” video Content marketing: Sound familiar?
  • 16. Going vertical with content marketing Marketing automation Multi-channel advertising Enhanced SM efforts Custom SEM efforts Custom tools/experiences Extended content Microsite/landing page-section Themed campaign Brand journalism Health library Classes/events Social media Content strategy HorizontalVertical Cardiology marketing program Content Marketing: Horizontal and Vertical Efforts BasicsOutreachAdvanced
  • 19. Cancer can seem overwhelming, but you won’t face it alone. Allegiance Health will be with you every step of the way. Our oncology team will work with you to develop a personalized plan to provide both physical and emotional support. From nutrition counseling to stress management and physical therapy, our energizing support services will help make your treatment even more effective. If you have a cancer diagnosis, you don’t have to face it alone. Choose the Gayle M. Jacob Cancer Center at Allegiance Health.Visit us online at AllegianceHealth.org/NowWhat for a free DVD to learn more about our comprehensive cancer services close to home. can strengthen your body’s ability to defend itself against cancer. For more tips, visit AllegianceHealth.org and search “Cancer Diet.” EEO/AA Allegiance Health: Now what?
  • 23. • A 5x increase in visitors to the cancer section of the website in the first month of the content program launch over the prior month (which featured mass advertising only) • 11,700 web visitors delivered through online advertising in the first five months of the digital campaign, accounting for a 1300% increase in visitors to the cancer section compared to the five months prior to the digital campaign launch • 25,000 web visitors delivered through content marketing channels (SM, SEM, other) in the first nine months of the program (Apr 12 - Jan 13) • 760 people visited online cancer risk assessments in 7 months - 208 people provided their contact information • No CRM to track direct impact of content marketing efforts on ROI, but program credited with 23% increase in volumes in 2012 compared to 2011 Allegiance Health: Now what?
  • 24. Closing Points Moving to the new paradigm will take time - be patient! You will meet resistance every step of the way. Prepare organization with change management strategies. Have faith - you’ve got this!
  • 25. Listen Free “Healthcare Marketing Underground” podcast ThinkReviveHealth.com or iTunes Free online digital audit www.revivehealthaudit.com Read “Joe Public II: Embracing the New Paradigm” Visit JoePublic2.com and use “Event2015” as promo code to 
 receive 20% discount Immerse Join the transformation! Joe Public Retreat www.joepublicretreat.com cab@thinkrevivehealth.com