Post on 13-Apr-2017
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
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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