Affiliate Marketing Theatre; The value of content: healthcare example
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Transcript of Affiliate Marketing Theatre; The value of content: healthcare example
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The value of content
Owain Davies, Head of Digital Service Development
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“
”
Content is at the heart of the successful digital experience.
Finding the right content partners can make your website stand out and
drive revenue
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Content at the heart
Ads SalesTraffic
Content
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Content considerations
Self createdExternally sourced
UniqueReplicated content
ExpensiveCheap(er)
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Channel diversity
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Digital content in healthcare
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Access
contains 62 million people
82% are internet users
or 51million peopleInternet World Stats 2010/Neilson Online
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The market for digital healthcare
46%of users looking at health on the internet are trying to self diagnose (18 million)
McDaid & Park, 2010
75%of internet users look for health online (38 million)
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Access
Ofcom Communications Market Report 2011
27%of adults
49%of teens
= 14 million
= 2.5 million
93% = 58 million
91% = 57 million
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A future vision?
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The urgent care environment
Patients are confused by the urgent care environment, despite national and local campaigns
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A future vision?
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A future vision?
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A future vision?
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Online health and symptom checkers
Online tools
Quick and easy to use
Expert drivenassessment
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Simple to use
Patient is guided through questions, step by step
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What are the outcomes?
Decreasing demand on core NHS services
Online symptom checker
Self care advice online
Web chatwith NHS
Direct
Callback from NHS Direct
Pharmacy
Referred to GP, A&E,
Dentist or 999
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The cost of NHS treatment
* DH Reference Costs 2009/10 ** PSSRU Unit Costs for Social Care 2009/10*** Connecting for Health/University of Sheffield, Second Interim Report, Oct 11
£219
£95
£32
*
**
* - or -£8-12
£0.05
***
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Working as a content partner
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Operational model for content
Our objective is reach and usage, and to achieve this we adopt a model that is:
Platform agnostic
Destination agnostic
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Dr Google
Online information dominated by search engines, so high visibility is key – people may not look for your service, but for the thing they want to do
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Destination agnostic
High quality content, well delivered, attracts users, helping fulfil site objectives. In healthcare, this is particularly important.
Placing content where people already go, rather than where you want them to be?
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Netdoctor
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Channel 4
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Explore innovation
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Why take this content approach?
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Benefits of the content approach
Content provider Host websiteAchieves high levels of reach
for the content
Places provider brand in a wider range of locations
Helps diffuse creation cost
Provides stream of users and/or revenue
Provides expert content far cheaper than self creation
Can be customised to maintain sense of unique content
Reduces risk associated with assuring content
Profile of partnership working
*2010/11 figures
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Leveraging content
Sites bringing content in can leverage its effectiveness in driving traffic or revenue by:
Customising content
Framing content with other relevant information
SEO activity to drive traffic
Deals with affiliates and referrers
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Content at the heart
Ads SalesTraffic
Content
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Thank you