10. Googleâs
Panda algorithm
is designed to prevent
sites with
poor quality content
from working their way
into Googleâs
top search results.
May 20, 2014
12. ANSWER: Customer-centric, digital information that
creates or builds engagement with your brand.
Communication you feel will add value.
ïŒ Multiple Digital Channels
ïŒ Various Formats
ïŒ Original
ïŒ Reposted
13. Awareness Consideration Decision
CommitmentLevel
Videos
Quizzes &
Widgets
Ratings &
Reviews
Trend Reports
Live Events
Demo Videos
Interactive
Videos
Calculators
eBooks &
Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature
Guides
InfographicsArticles
Webinars
Curated List
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Deliver the right content through the right channel
at the right time â in the right format.
14. Letâs Break It Down:
ïŒ More Listening, Less Selling
ïŒ Long Term Strategy
ïŒ Create Patient Preference, Not A Sale
18. Good quality content thatâs useful
to searchers saw huge gains in
traffic thanks to Panda 4.0.
2 of the Top 10 Winners
& Percentage of Traffic Gained:
emedicinehealth.com > 500 %
medterms.com > 500 %
19. Content Marketing Use
by Healthcare Organizations
âą American Diabetes Association
âą Boston Childrenâs Hospital
âą Childrenâs Hospital of Philadelphia
âą Cleveland Clinic
âą National Institutes of Health NIH
âą New York Presbyterian Hospital
âą Stanford Hospital & Clinics
âą Strike Out Cancer Now Powered By Cancer
Treatment Centers of America
âą The American Heart Association
âą University of Pittsburg Medical Center
âą University of Texas MD Anderson Cancer Center
âą WebMD
21. 90% of consumers find
custom content useful
Custom Content Council
70% of consumers prefer
getting to know a company
via articles over ads.
Content Marketing Institute
78% believe organizations providing
custom content are interested in
building good relationships with them.
Custom Content Council
26. ïŒ HIPPA compliance-approved content
ïŒ Reposting saves time
ïŒ Surrounds the practice with added authority
ïŒ Simplifies production
ïŒ Inclusion of brand names can lift awareness
27. 43% of healthcare marketers plan
to increase their content marketing
spend over the next 12 months,
compared to 54% for all industries.
Content Marketing World Health Summit
35. Steps to Defining Your
Content Strategy:
1. Defining Personas
2. The Patient Journey
3. Determine Frequency
36. âą Demographics
âą Service line
âą Lifestyle
âą Education
1.Build Your
Patient Personas
âą Health needs and interests
âą Technology involvement
âą Patient life circumstances
âą And moreâŠ
37. Finally Ready
He/she has waited a lifetime to address a specific body feature like a nose or
jawline. May view elective surgery as a major milestone. Is willing to undergo
discomfort for the desired outcome. Wants to believe now is the best time to
act, if price allows.
Interest level: Low
Psychographic: This is my time
Role: Decision maker with lesser means, spends wisely
Plastic Surgery Personas at a Glance
Forever Young
35+ adult striving to look her best. See cosmetic procedures as a necessary
part of aging. Wants effective procedures for long-term effect, with minimal
discomfort. Price is inconsequential.
Interest level: High
Psychographic: Age is the enemy
Role: Decision maker with means
My Best Self
Require surgical procedures following medical procedure such as
mastectomy. Seeks to regain or improve pre-diagnosis appearance. Balances
desire to proceed with treatment fatigue. Emotionally fragile; needs
encouragement and support.
Interest level: Medium
Psychographic: Reconstruction is part of emotional healing.
Role: Decision maker with means, insurance issues
38. Define The
Patient Journey2.72% of Internet users say they looked online
for health information within the past year.
59% adults have looked online for health information in the past year
39% have used the internet to try to figure out what medical
condition they or another may have. âonline diagnosersâ
53% online diagnosers talked with a clinician about what they found online
41% online diagnosers had their condition confirmed by a clinician
Pew Research Center
39. Leverage the benefit of blogs or
case studies that incorporate the
stories of real patients.
16% online health seekers, in the past year, tried to
find others who might share the same health concerns
30% internet users have consulted online reviews
or rankings of health care services or treatments
26% internet users, in the past year, have read or watched
someone elseâs experience about health or medical issues
Pew Research Center
41. Frequency:
How often you publish.
Get yourself or your team on a schedule.
Why?
ïŒ Google looks for fresh content
ïŒ Youâll rank in search
ïŒ Traffic to your site
= More leads!!!
3.Determine Your
Frequency
43. Key Takeaways:
1. Share information, not medical advice
2. Start with your target personas
3. Write for your patients
4. Work on your timing
5. Plan ahead
6. Mix your formats
7. Be realistic about resources
8. Get started
44.
45. Watch All Of Our Webinars
In This Series
ïŒ Smarter SEO (organic and paid)
ïŒ Must-open E-mails
ïŒ Compelling Content
ïŒ High-impact, Responsive Website Design
ïŒ Accountable Strategies for Higher ROI
ïŒ And much moreâŠ
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
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