10 Eureka Moments for Healthcare Marketers from Meghan Keaney Anderson

by | Dec 8, 2020 | Content Strategy | 0 comments

During our conversation for the Healthcare Insight podcast, Meghan Keaney Anderson dropped dozens of truth bombs about how marketers can elevate performance and embrace change. Here’s a preview—with more insights in the full interview.

Meghan Keaney Anderson headshotOur con­ver­sa­tion with Meghan ranged from con­tent strat­e­gy and copy­writ­ing to embrac­ing per­son­al and pro­fes­sion­al growth dur­ing the pan­dem­ic. Here are 10 ideas from her episode of our health­care mar­ket­ing pod­cast that will inspire, stretch and chal­lenge your thinking.

We often think of ads as these very dis­tinct things from the rest of our con­tent strat­e­gy, but just because you put mon­ey behind some­thing doesn’t mean it’s a dif­fer­ent piece of con­tent. In fact, ads should be at the same lev­el of qual­i­ty or high­er because you’re putting mon­ey behind it.

We split our con­tent team [at Hub­spot] into peo­ple who write thought lead­er­ship and peo­ple who write for search. Peo­ple who write for search are think­ing about the dis­tri­b­u­tion as they write about it. For exam­ple, they’re think­ing about how to struc­ture that blog post to make it real­ly scannable because peo­ple search­ing want infor­ma­tion fast. They want it to sur­face in a Google Snip­pet or when read­ing it on a site, they want to be able to scan and under­stand the point of the article.

Every­thing is dif­fer­ent and noth­ing is dif­fer­ent at the same time. The whole world has dras­ti­cal­ly changed and what we deal with on a day-to-day basis is dif­fer­ent, but the fun­da­men­tals of what works for con­tent is still the cen­ter of that Venn dia­gram: what mat­ters to your com­pa­ny ver­sus what mat­ters to the con­tent con­sumer at the oth­er end. The gold­en spot in the mid­dle is the over­lap between what they care about what you care about.

When things don’t work on social media or the blog, you either have the sub­ject wrong or you have the tim­ing wrong. You real­ly have to pay atten­tion to engage­ment rates to under­stand the zeit­geist right now and what mat­ters to peo­ple in this moment.

It’s a real­ly inter­est­ing time for health­care right now, but the sub­ject mat­ter is also dras­ti­cal­ly chang­ing. Peo­ple are putting off surg­eries or try­ing to under­stand how to nav­i­gate the health­care sys­tem at this time. As a mar­keter, you want to swing with the cul­ture towards that con­tent and turn up the vol­ume of that in your mix.

The con­tent you put out there is a con­tract with the peo­ple who are con­sum­ing it, and you have to hold up your end of that bar­gain from a qual­i­ty standpoint.

Peo­ple go to the inter­net because they want to learn some­thing. Edu­ca­tion­al con­tent has always done well for us and also shows us intent real­ly clear­ly, and that has to be espe­cial­ly true for the health­care space. Think about how much self-edu­ca­tion peo­ple do before they make a com­mit­ment to a health choice.

When peo­ple start to stand out, it’s when they start to see beyond their own con­text and pull in threads from oth­er teams and com­pa­nies and ask, “What can we learn from this?” Posi­tion your­self as some­one who can gal­va­nize ideas and stream­line them to make the whole com­pa­ny better.

It’s not about who talks the most in the meet­ing. If you say one thing in a meet­ing, that’s fine as long as that thing is thought­ful, you deliv­er it with con­vic­tion and clar­i­ty, and it moves the con­ver­sa­tion forward.

If you come out of this year the same way you went into it, you’ve missed the boat. This is a tremen­dous time for per­son­al devel­op­ment, for devel­op­ment as a leader, for devel­op­ment in your com­pa­ny and the way you approach cus­tomers, for devel­op­ment as a society—and that thought has pulled me through tough days this year. This is indeed unchart­ed ter­ri­to­ry, but we all have the emp­ty paper in front of us on which to draw the map.

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