Content marketing master deck 7 14

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Content Marketing

Opportunity Review

Current SSO Client

July, 2014

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Agenda

Introductions

Current landscape

Examples

How we can help you

Our process and results

4

StayWell introductions

Jason Pagels Vice President,

Custom Content

Solutions

Crystal Kaiser Custom Content

Solutions

Colleen Toole Senior Vice President,

Integrated Content Marketing

TBD Title

Ernie Cox Vice President,

Senior Creative Director

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Content Marketing has been our business for over 30 years

Our philosophy: Give consumers the gift of health information and you’ll earn their trust so that they’ll turn to you when they need your services.

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We offer you a strategic approach to cross-media communications to deliver the

right information at the right time in the right format.

Print Solutions

Health Portals and Digital

Health Content

Social Media

Websites

Mobile

Ipage Digital

Publication and App

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We serve…

Some of the most respected names in the country.

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We serve… Some of the most respected names in the country

Over 68 Academic Medical Centers

http://www.rwjuh.edu/

http://www.uclahealth.org/

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Pricing. Here’s what we propose.

Publication cost (per issue)

• 100% custom , including design and editorial

• 4-color, on X# matte coated paper stock

• 8-3/8”x10-7/8” size

• 8 pages in length

• Print quantity per issue

• Estimated mailing quantity per issue

• 4 issues per year

$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $

List and mail service cost (per issue)

• includes purchase of age-, income-, and/or gender-qualified mailing list

• servicing of purchased or client-provided list, including adds, deletes, sorting for lowest postage, inkjet imprinting, delivery into postal stream

$XXXXXX per issue

Postage estimate (per issue)

• non-profit (or profit) postage estimate based on current rates for qualified mailing distribution

• does not include permit fees or freight for shipping publications

$XXXXX per issue

Current Landscape

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Current landscape for ABC Hospital

Goals & Objectives

Current Marketing Tactics

SEO Insights

Assessment

What are you trying to achieve?

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Goals & Objectives

Promote 100th Anniversary

Increase awareness and preference to drive more volume

+ First Urgent Care opening Spring (2 more in Fall)

Service Line Growth

+ Neuroscience

+ Cardiology

+ Oncology

More relevant web content

Need consumer blog

+ Launching physician blog Q4

Grow Social

Track ROI


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Website

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Social Media

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Publications - Community

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Publications - Physicians

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SEO Insights Organic Traffic

Number of Keywords: 52 Total Ranking Opportunities: 156 Top 1: 23 Top 5: 48 Top 10: 58 Top 20: 76 Market Penetration: 46.853%

Sample Keywords: • akron neurology

• cancer centers in ohio

• neurologist akron ohio

• northeast ohio cardiovascular

specialists

• akron hospital

• ohio cancer center

• ohio cardiology

• ohio heart and vascular center

• hospitals in ohio

• top neurosurgeons in ohio

1471

689 Total Traffic Opportunity

Akron Traffic

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Current SEO Rankings Keywords Currently Ranking With Opportunity for Growth

Best Hospital In Ohio 30 8

Best Hospitals In Ohio 110 6

Cancer Hospitals In Ohio 30 4

Hospitals In Akron Ohio Area 20 4

Neurologist Akron Ohio 50 9

Neurologist In Akron Ohio 20 11

Neurology Akron Ohio 10 10

Northern Ohio Heart Center 30 18

Ohio Cancer Center 50 8

Ohio Cancer Specialists 110 11

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General and Service Line SEO Rankings Keywords Not Currently Ranked with Opportunity for Growth

Best Neurosurgeons In Ohio 20

Cardiologist Akron Ohio 30

Cardiologist In Ohio 10

Hospitals In Northeast Ohio 110

Hospitals In Ohio 880

Hospitals Ohio 140

List Of Hospitals In Ohio 90

Ohio Cardiology 40

Ohio Neurology 40

Top Hospitals In Ohio 40

Top Neurosurgeons In Ohio 20

Best Neurosurgeons In Ohio 20

Cardiologist Akron Ohio 30

Cardiologist In Ohio 10

Neurologist In Ohio 20

Neurologist Ohio 20

Neurologists In Ohio 20

Northeast Ohio Cardiovascular

Specialists 40

Ohio Cardiology 40

Ohio Heart Health 30

Ohio Neurology 40

General Service Line

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Power of Strategic Content

Strategy

Know your audience

What types of content

What channels to engage

Content fuels entire strategy (Print, Site, Social, SEO)

Acquisition

Engagement

Retention

Cohesive Messaging • Integrated • Targeted • Driving Results • Measured for success

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

We know content.

We know your audience.

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We know what health consumers are interested in

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Consumers are seeking help to stay healthy, as well as answers

KSW Consumer Research, 2013

We have the health

content to address all

these issues – the

most comprehensive

collection in the

industry.

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Online, they seek information about specific health concerns

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Strategic content in print drives engagement

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

What we believe:

The 3 Tenets of Content Marketing

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Children’s Hospitals and Clinics of Minnesota

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The Artful Blend

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Baylor Scott & White Health

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Layered Content

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Meridian Health

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

Additional Examples

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Driving readers online

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Driving readers online

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

Sample Campaigns

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Target audience Women 25 to 35

Communication goals • Develop a life-long relationship by positioning the client as the

provider of the highest-quality maternity care and the best

local resource for maternity-related information.

• Utilization relationship begins with maternity, but extends to

pediatric and women’s health services.

6 Key CUSTOM Tactics • Print magazine

• Maternity calendar

• Microsite

• E-newsletter

• Text program

• Social media program

Mom Central Station Learn, Connect, Share!

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Microsite

Text program

Enewsletter

Magazine

Calendar

Social media

A comprehensive campaign to engage

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Social media: Facebook and Pinterest.

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Thrive Connect, Support, Succeed!

Target audience Women 45-55 who were recently diagnosed with diabetes

Communication goals

• Position your health care organization as the go-to

lifestyle and wellness resource

• Lifestyle-focused program to engage community and

encourage compliance

• Given the target, program would include women’s health,

heart health, nutrition, fitness, weight-management,

stress management, recipes, and similar topics.

5 Key CUSTOM Tactics

• Custom microsite that includes a “community message

board” and blogs

• Social media program

• Promotional e-mail program

• Print magazine

• Cookbook

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Thrive

Microsite

E-Newsletter

Social Media

Publication Postcard

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At Your Best Inform, Motivate, Succeed!

Target audience

Men, 55-65, unmarried, diagnosed with diabetes for 5-10

years

Communication goals

• Encourage compliance by creating “stealth” campaign that

managing diabetes will enhance a man’s overall quality of

life.

• Content’s tone and communication style makes the man

feel empowered.

• Relevant and related content includes co-morbidities, heart,

obesity, vision, prostate, depression.

4 Key CUSTOM Tactics

• Print magazine

• Promotional e-mail program

• Dimensional direct mail

• Benefits Playbook

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At Your Best

Newsletter

Postcard

E-Newsletter

Guidebook

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

How we can help you?

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Content that moves across channels

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Content Assets

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Photography & art assets Fresh, compelling photos, illustration, and infographics are a crucial component of our custom solutions –and we add new assets to the asset collection each month!

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Visual Assets

Infographics

Tip Sheets

Our designers are experts at translating data into appealing images.

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Custom Content Solutions

We have content for all of your needs – publications, physician/service directories, referring physician, foundation, service line, Health Care Reform, ACO, community benefit reports – we do it all!

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Personalized communication Our content, design and quality support CRM/data-driven and service line driven campaigns …

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Custom Website Content & Design Development

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Digital Publications

http://tinyurl.com/kswipagedemo

Fully accessible on the web and all mobile and

tablet devices

Can be sent as an email option

Interface includes archive access, search, download, page

navigation and sharing

App version also available and allows for push notifications –

options available for both iOS and Android

Share with social media sites

http://tinyurl.com/kswipagedemo

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Social Media integration

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Publication Storyboard – Enhance the value of your health library Integrated into your online health library and searchable by taxonomy.

All content from

publication is added into

the News Center or as a

standalone tab in

“storyboard” type format.

Client example

http://exemplalutheran.staywellsolutionsonline.com/Library/News/TheJournal/

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Storyboard landing page view

Provides a quick view of all

stories with the ability to share.

Fully integrated in health library and

mapped to related terms, keywords,

physicians, etc.

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

Our Process and Results

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Effectiveness optimized

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Measuring results

There are plenty of metrics to tell you if you’re being

successful in engaging consumers:

+ likes, clicks, shares, friends, followers, page views.

But eventually, you are going to want to measure the impact

in terms that speak to the C-suite.

That takes time – but it can be done.

+ Measure “lift” in utilization among target audience over

time

+ Track appointment requests, class registrations, program

enrollment generated by campaigns via a dedicated

landing page.

+ Measure change in brand awareness and perception via

consumer research.

We’ll work with you to develop the

metrics and measurement program that

arms you with the information you need.


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A case study in Effectiveness

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Results

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Readership Surveys validate print publications

Data based on reader survey results for 40 providers in 18 states, 2007-2012.

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• 8-3/8”x10-7/8” size





$XXXX per issue

WebVersion (if

applicable) (per

issue)

• online version

for posting to your

website

• $100 per page --

$800 per issue

TOTAL COST

PER ISSUE = $




$XXXXXX per issue




$XXXXX per issue

We appreciate the

opportunity to partner

with you, and are confident

we will deliver solutions

that exceed your

expectations!

Let’s talk about next steps.

Content marketing master deck 7 14

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Transcript of Content marketing master deck 7 14