Putting people first · 2020. 7. 15. · 2 Cre˝ting genuine connections through content. Contents...
Transcript of Putting people first · 2020. 7. 15. · 2 Cre˝ting genuine connections through content. Contents...
How audience-led content creates healthcare marketing that sticks
Putting people first
2
Creating genuine connections through content.
Contents
Putting people first
03Introduction
04Putting the audience first to connect with new personas
12Putting the audience first to build credibility and trust
20Putting the audience first to deepen connections with young professionals
3 Audience-first, always
Marketing in the health industry has never been simple. It is regulation and competition-heavy – a mixture that makes it difficult to craft messaging that survives edits from the legal department and cuts through the noise.
Currently, in an era of trust issues, changing technology, health information (and disinformation) overload and a time-poor consumer, health industry marketing needs to find new ways to connect with its diverse audiences.
Integrated communications – methods of providing information and telling your story across owned, earned and paid channels to reinforce an overarching message – can play a key role in building connections with these audiences. Internationally, healthcare organisations are taking note. This year a North American study found 83% of healthcare organisations are engaging in content marketing, with an additional 14% planning to start soon.
To get the full benefits of integrated content marketing, healthcare organisations need to put their audiences’ needs first. This means
providing value by using content to solve your audience’s challenges – providing evidence-backed advice instead of self-promotion.
The results, as dictated by your business goals, are wide-ranging - from establishing brand awareness with a new demographic to building your brand’s credibility from scratch to deepening your relationship with existing communities.
Here, we demonstrate what we have learned from content marketing projects in the health industry and why your audience should lead your content marketing.
Audience-first, always
According to the Australian Bureau of Statistics, there were 10.1 million adult Australians with private health insurance in 2014-15. That’s 57.1% of all people 18 years and over.
Putting the audience first to connect with new personas
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Case study one: New personas
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HBF is Western Australia’s largest health insurance provider, with one million customers across Australia and more than 75 years in operation.
The reasons behind taking up private health insurance or switching providers are broad and the marketplace is highly competitive, but HBF’s data showed that one high-value trigger is starting or expanding a family. By focusing our attention on an audience ignored in other content addressing young families, HBF and Mahlab were able to establish a new, highly engaged community.
Putting the audience first to connect with new personas
How HBF built a community of 73k new dads
Background
Pregnancy is a milestone moment when couples reconsider
their health cover. Australian private health insurer HBF
wanted to differentiate itself and be top of mind for
couples were considering the switch.
Almost all information was targeted at mums. But for dads
information for them was hard to find and unreliable.
So HBF set out to create the definitive guide for dads – its
first foray into content marketing. We developed Direct
Advice for Dads (DAD), an information portal of genuine,
valuable content created for dads, by dads.
Objectives
• Attract and engage a national audience of young
families, through content targeted at new dads.
• Grow a loyal and engaged community of members and
prospective customers.
• Raise brand awareness and differentiate HBF as the
ideal health partner for young families.
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HBFDIRECT ADVICE FOR DADS
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Our approachAfter extensive interviews and focus groups with new
and expectant dads, we developed a robust content
strategy. This research, along with HBF’s own qualitative
and quantitative data, gave us an in-depth look at the
audience’s challenges. We uncovered the areas where
dads felt they needed help, and enlisted journalist dads
who’d been there, done that - with the vomit-covered
t-shirt to prove it - to bring dads relevant and compelling,
when they needed it most.
On Father’s Day 2016, our DAD website was launched,
offering in-depth written and video content, amplified
through social channels.
Content ranged from the helpful (how to swaddle,
prepare formula, change a nappy) to the heartfelt (“My
story of miscarriage”).
We added content segmentation so that dads are served up
personalised information based on where they are on their
fatherhood journey – from planning children to
raising toddlers.
HBFDIRECT ADVICE FOR DADS
Putting the audience first to connect with new personas
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HBFDIRECT ADVICE FOR DADS
Putting the audience first to connect with new personas
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HBFDIRECT ADVICE FOR DADS
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Results
• Monthly user targets more than 1600% above target
• Thousands of Facebook reactions and shares
• More than a million site visits
• Articles syndicated and referenced across multiple mainstream media
channels
• International multi award-winning content campaign
• Helped cement HBF in the hearts and minds of young Australian families
• Built a community of more than 73,000 followers on Facebook
Monthly users
1600% above target
More than
1 millionsite visits
73,279 Facebook followers
HBFDIRECT ADVICE FOR DADS
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HBFDIRECT ADVICE FOR DADS
AwardsMost Innovative Content Solution. The Pearl Awards – The Content
Council (US). Gold.
Best Content-driven Website. 2017 Content Marketing Awards (US).
Winner.
Content Marketing Launch of the Year. 2017 Content Marketing Awards (US).
Winner.
Best branded publication. BEFest Awards (Au). Gold.
Best Non-Retail Consumer. The CMA International Content
Marketing Awards (UK). Gold.
“The overwhelming success of this project to date can be largely attributed to the unique partnership between the Media and Communications team at HBF, and our content marketing agency partner Mahlab.”
Andrew WaltonMedia and Communications Manager at HBF.
Putting the audience first to connect with new personas
If your organisation is aiming to talk to an audience of health industry heavy-hitters with a depth of knowledge that goes deeper than the average patient, it is vitally important to win their trust.
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Case study two:Build credibility and trust
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When building Healthcare Information
and Management Systems Society’s
(HIMSS) content from scratch in Australia,
we were chasing an audience healthcare
IT professionals. We took care to focus on
our audience to provide relevance and,
importantly, an authoritative voice in the
landscape.
Headquartered in Chicago, HIMSS is a global not-for-profit supporting the transformation of health through the application of information and technology. The organisation encompassess more than 70,000 individual members, 630 corporate members and 450 non-profit organisations working in health and IT across North America, Europe, United Kingdom, Middle East and Asia Pacific.
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How we introduced HIMSS to Australia and smashed audience growth targets
HIMSSHealthcare IT News Australia
Background
HIMSS is a global, non-for-profit organisation focused
on better health engagements and outcomes through
information technology.
Healthcare IT News Australia is HIMSS media’s local arm.
It is an authoritative source on the people, policies and
technologies driving next-generation healthcare in Australia.
It publishes news and analysis on innovations and their
implications in a fast-changing, high-stakes industry.
Objectives
• Build and engage an audience of Australian healthcare IT
professionals.
• Grow Healthcare IT News Australia’s industry profile and
brand, establishing the publisher as an authoritative
source of news and information.
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Our approach
Healthcare IT News Australia launched in May 2017. On
average, seven original stories are published on the site each
week.
All stories are distributed in a weekly EDM, and shared
across Facebook, Twitter and LinkedIn through a strategic
paid amplification strategy.
Personas were developed based on research and insights
offered by the US and EU editions of Healthcare IT News, as
well as Australian HIMSS membership demographics. The
content resonated with audiences and elevated the profile
of Healthcare IT News Australia.
Connecting with audiences in providing engaging, varied,
accurate and timely content, the Healthcare IT News
Australia brand has managed to outstrip growth targets
early in the game and has received a warm welcome from
readers as an alternative to existing information sources.
HIMSSHealthcare IT News Australia
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HIMSSHealthcare IT News Australia
Putting the audience first to build credibility and trust
HIMSSHealthcare IT News Australia
Putting the audience first to build credibility and trust19
2020
Monthly users
159% above target
Zero to
10,000 EDM subs
HIMSSHealthcare IT News Australia
Zero to
4,000 Facebook page likes
Results
• One year after launch, monthly user volume is 159% above target.
• From an audience of nought, the Healthcare IT News Facebook page has
gained 4000 likes (and climbing).
• The Healthcare IT News editor has been invited to an increasing number
of roundtables and conferences – a testament to the publication’s rising
reputation for providing accurate and objective coverage.
• Won multiple international awards and was shortlisted for project of the
year at the Content Marketing Awards in 2018.
Putting the audience first to build credibility and trust
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“The launch of Healthcare IT News in Australia is key to our growth in Asia. Mahlab did a wonderful job with the launch and continues to exceed audience growth targets across all platforms. We are excited and encouraged by our partnership with Mahlab. We couldn’t ask for a better content partner.”
John WhelanExecutive VP, HIMSS Media.
Awards
Project of the Year. 2018 Content Marketing Awards (US).
Finalist - to be announced in September.
Best New Digital Publication (Editorial). 2018 Content Marketing Awards (US).
Winner.
Best Overall Editorial - Digital. 2018 Content Marketing Awards (US).
Winner.
Healthcare/Medical Publication. 2018 Content Marketing Awards (US).
Finalist.
HIMSSHealthcare IT News Australia
For well-established professional associations, a quickly shifting landscape can easily make connecting with younger professionals difficult. Organisations need to understand young professionals’ preferred methods of communication and create content that serves their needs ... without alienating their older colleagues.
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Case study three:Deepen connections with young professionals
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Mahlab created a content strategy that aligned with PSA’s strategy to move from a print publisher to a cross-channel publisher. The strategy was based on the results of readership and advertising research.
Young pharmacists indicated they would like to engage with the publication digitally and on social media. Two-thirds of members and non-members aged between 18 and 29 agreed that they would like Australian Pharmacist to be more accessible online.
The Pharmaceutical Society of Australia (PSA) has been working to improve its industry by providing continuing professional development. Its monthly journal, Australian Pharmacist, has been a key part of this work and has been a trusted source of information for more than 30 years.
But with with almost three-quarters of pharmacists aged under 44, the journal risked losing relevance. PSA data showed that engagement with Australian Pharmacist‘s educational content had almost halved since 2012.
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Guiding an association’s leap into the digital-first world
Putting the audience first to deepen connections with young professionals
Background
For decades, the Pharmaceutical Society of Australia
(PSA) has strived to improve its industry by providing
continuing professional development. Its monthly
journal, Australian Pharmacist, has been a trusted source
of information for pharmacists for more than 30 years.
But with almost three-quarters of pharmacists aged under
44, the journal risked losing relevance. In fact, PSA data
showed that engagement with Australian Pharmacist‘s
educational content had almost halved since 2012.
Objectives
• Increase engagement with early career pharmacists and
non-members while retaining members.
• Boost advertising revenue.
PHARMACEUTICAL SOCIETY OF AUSTRALIA
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Our approachMahlab created a content strategy that aligned with PSA’s
digital strategy to move from a print publisher to a cross-
channel publisher, providing content to members anytime,
anywhere, on any device. The strategy was based on the
results of readership and advertising research.
Young pharmacists said they would like to engage with
the publication digitally and on social media. Two-thirds of
members and non-members aged between 18 and 29 said
they would like Australian Pharmacist to be more accessible
online.
The theme of value recurred again and again during our
research. We developed audience personas that would
ensure content remained relevant to the industry, while
offering strong relevance to young pharmacists, as well as
introducing new content pillars to shape future content.
We also developed cross-channel advertising packages to
maximise revenue and reach more people.
PHARMACEUTICAL SOCIETY OF AUSTRALIA
Putting the audience first to deepen connections with young professionals
Putting the audience first to deepen connections with young professionalsPutting the audience first to deepen connections with young professionals27
PHARMACEUTICAL SOCIETY OF AUSTRALIA
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PHARMACEUTICAL SOCIETY OF AUSTRALIA
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PHARMACEUTICAL SOCIETY OF AUSTRALIA
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PHARMACEUTICAL SOCIETY OF AUSTRALIA
3131
Email Newsletter has collected
4410 subscribers
Average time on page per article is
3:15 Audience engagement
Content Hub has attracted
41,000 unique visits
PHARMACEUTICAL SOCIETY OF AUSTRALIA
Results
• Pharmacists can now access up-to-date and relevant content year-round
anywhere, any time and on any device.
• Less than six months after our launch, the content hub has attracted over
41,000 unique visitors.
• The average time on page per article is 3:15 – a testament to the audience
being engaged with our content.
• Since launching, the email newsletter has collected 4410 subscribers,
with an average open rate of 31.8%. According to MailChimp, the industry
average is 16.28%.
• PSA’s large social audience means that we can test and optimise content
on social media to better understand their audience.
Putting the audience first to deepen connections with young professionals
If you would like to discuss how to get more out of your content, we’d love to hear from you.
mahlab.co/contact/Lily Carlyon, Head of Communications and PRT: +61 2 9556 9119E: [email protected]
How can we help you?