“We Prioritize the Consumer Journey Above All Else” – Q&A with Zoom+Care Content Strategist Danielle Mrkvička

Zoom+Care has created one of the most consumer-centric healthcare models in the world. Find out how content marketing helps fuel the organization’s growth strategy and foster affinity with the brand.

The mission of Zoom+Care is “making healthcare as easy to get as food, music and movies.” This retail-esque approach to delivering urgent care has earned the Portland-based organization (and its 37 facilities throughout Oregon and Washington) media coverage in Forbes, Fast Company and other national outlets.

Not surprisingly, this consumer-centric business model manifests in all aspects of their strategy and culture—including their Zoom+Care Nation blog, social media channels and other elements of their content marketing strategy. 

We spoke with Content and Brand Strategist Danielle Mrkvička about how she plans, develops and deploys content that engages healthcare consumers and advances the organization’s mission.

Q: How is your mission reflected in the organization's marketing strategy?

In a world where food, music, movies and ride-share services are available on-demand, at the push of a button, consumers have little patience for inconvenience—even in the traditionally inconvenient world of healthcare. They want simplicity, transparency and personalization. In other words, an experience that's on par with other industries. 

ZOOM+Care is all about creating a friction-free, no-hassle and convenient healthcare experience—and our marketing is similarly frictionless. We take a page out of retail's playbook and prioritize the consumer journey above all else. 

We don't make our customers jump through unnecessary hoops to gain information or read our blog. We don't hound them with annoying pop-up ads for a service that's inapplicable or useless to them. When we send a message, we strive to send the right one—a relevant one. One that says we are listening, and that we're interested in connecting. 

Q: What role does content marketing play as part of this mission?

Again, it comes back to eliminating friction and offering convenience. What's more convenient than having reliable answers to the questions you’re asking? Plus, modern consumers are savvy. They know when they're being marketed to, and that creates tension. We reduce friction in our customer journey by offering high-quality, useful, valuable content without expecting to get something in return.

Q: What are the primary goals of your blog and other content marketing initiatives?

Our number one goal is to provide our consumers with useful content that informs, educates and inspires. When we focus on that first and foremost, the rest—conversions, brand building, etc.—tends to follow.

Another goal of our content, specifically our blog and social media, is to foster endearment. We want to spark connections with our consumers through empathy, dialogue and shared experience.

Q: How are you measuring success of these initiatives (traffic, leads, patient revenue)?

We look at everything from website traffic, search rankings, click-throughs and time spent on-page as KPIs that ultimately help us drive revenue.

However, we place a great deal of importance on some of our "softer" objectives, which include brand building, creating exposure and establishing ourselves as thought-leaders in our field. Of course, these metrics are harder to measure, since they happen both online and offline. We judge success primarily by tracking and monitoring engagements, and by measuring sentiment among our key audience groups.

Q: Your content addresses such timely/relevant topics as mental health and intermittent fasting. Where do you get content ideas?

We do our best to listen to our patients. We keep an open dialogue with our doctors and clinic associates and ask them to report their learnings to us. What health concerns are trending at our clinics? What are our patients asking about? Any recurring issues or themes popping up? We want to create content about those things. 

Of course, we also do a fair bit of newsjacking and addressing seasonal concerns. However, we stay in our lane—we won't write about something unless it's a problem we can solve or a topic that's relevant to our consumers or our business. 

Q: What types of marketing technology are you leveraging to support content targeting and distribution?

We have email drips in place for both retention and new product launches. We also leverage text-based tools like Podium to communicate with our consumers. When our patients leave an appointment, they are immediately prompted via text message to leave a review on Google or Facebook, which is amazing.

One tool that I love talking about is Hootsuite Amplify, which is a brand advocacy and social selling app. It dramatically extends our content reach by making it easy for our employees to share curated company content to their personal social networks.

Q :What are your favorite resources to stay current on marketing issues/trends?

I love Copyblogger, the Content Marketing Institute, and the Contently blog. But for me, the best way to stay on top of trends is to be a ravenous consumer of content. Who follows brands on social media? Who reads company blogs? This gal. I monitor brands across all industries, from retail to finance to hospitality. I read as much content as I can stand. I also like to keep tabs on the brand content that my friends, family and community members are sharing on their personal feeds, to see what resonates with them.

Q: Anything else you'd like to share with the healthcare marketing community?

To bring this conversation full circle, I'd encourage them to take cues from different industries, especially retail and hospitality. I think the future of healthcare looks a lot like retail, and healthcare companies can increase their patients' satisfaction and engagement by adopting some of those practices.

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3 Healthcare Predictions for a Post-Pandemic World

What will the healthcare landscape look like after the pandemic — and what are you doing now to prepare?

There's no shortage of content addressing the current realities of the pandemic. In fact, more than 41,000 articles were written about COVID-19 in just the first 3 months of 2020. While there is uncertainty around the timing of a vaccine, the toll on the economy and other critical issues, the paradigm shifts in how healthcare is delivered, financed and promoted that were at the tipping point prior to the pandemic and are now becoming a baseline for the future.

Here are three of these patterns that we predict will last long after we’ve found a cure for COVID-19.

The Prediction: Driving profitable revenue will be the C-suite’s top priority.

Even before COVID, the trends toward consumerism and digital transformation were driving a shift from inpatient to higher-margin outpatient procedures. This “no more heads in beds” approach has been gaining momentum for years and is now accelerating daily with lack of physical access to physicians during the pandemic. The result will be what Jefferson Health CEO Dr. Stephen Klasko calls a “healthcare with no address” environment.

At the same time, revenue growth has become the top priority for hospital and health system CEOs—and the pandemic is only magnifying that mandate. The cost of COVID-related hospitalizations and the subsequent impact on elective procedures and other high-value services is fueling an urgency to drive revenue, along with creating a capacity vacuum that healthcare organizations will be laser-focused on filling when the pandemic dissipates.

According to William Winkenwerder, MD, the former CEO of a large health system who also served as Assistant Secretary of Defense for Health Affairs, hospitals need to take more non-COVID patients—as they can’t expect politicians to solve the problem. “The hard reality is that no amount of financial aid from Washington or increased lines of credit can reverse the growing losses across our entire healthcare system. The only answer is for the healthcare system to cure itself.”

The Implication: As payment for telemedicine and other non-traditional channels expands, the healthcare organizations who embrace these consumer-centric models and build a pipeline for priority service lines will emerge as winners in the post-COVID world.

The Prediction: Healthcare will be delivered from virtually everywhere.

Thanks to Amazon, Uber and other global brands, the modern consumer expects an easy, elegant and convenient experience at every stage of the decision cycle, from researching conditions and evaluating treatment options to patient encounter and loyalty.

In addition, these interactions are increasingly happening from the comfort of home as consumers conduct nearly all activities of modern life—from shopping and working to educating children—without having to go anywhere.
These standards set by retail providers and e-commerce platforms are having implications across all industries and healthcare is no exception. This is clearly evidenced by the growth in healthcare-related search queries, demand for online health content and adoption of tools like online appointment scheduling and telehealth.

The Implication: Fueled by social distancing efforts due to COVID, consumers seeking a retail-esque healthcare experience beyond the traditional hospital or physician practice setting will progress until today’s norms could seem antiquated in the near future. In fact, Dr Klasko suggests that, "We should never again use the word 'telehealth' just as we don't use the word 'telebanking.' It's just that 90% of banking went from the bank to the home. Much the same will happen in healthcare."

The Prediction: The role of caregiver will be redefined.

Physician burnout and nursing shortages were critical issues before the pandemic, and the stress associated with the surge in COVID-19 cases—overcrowded hospitals, limited resources and their own threat of infection—has only exacerbated those concerns.

The strategies deployed by healthcare providers and government regulators to address the crisis have been tremendous, including.

  • Redirecting physicians and nurses to care for COVID-19 patients
  • Allowing nurse practitioners, physician assistants and others to perform expanded functions without physician supervision
  • Offering fourth-year medical students the opportunity to graduate early and jump into action
  • Enabling non-clinical staff to triage patients

Many of these efforts to expand capacity are likely to remain in place as healthcare leaders audit their plans for an unexpected spike in patient volumes. When combined with the potential use cases for artificial intelligence (Dr. Klasko even suggests that “Any doctor that can be replaced by a computer should be”), it’s clear healthcare providers of the future could look a lot different than the ones caring for patients today.

The Implication: Business development leaders that have focused outreach and referral development strategies on physicians will need to reconsider their audience and messaging strategies. In addition, marketing and communications leaders will be counted on to support recruiting, onboarding and training for new clinical peers that ensure a satisfactory patient experience and maximum reimbursement.

Looking Ahead

Along with these themes, another vestige of COVID-19 will be a greater appreciation for the healthcare providers who are putting themselves in harm’s way. We believe healthcare marketing and communication professionals have also been instrumental in educating their communities, celebrating their colleagues and flattening the infection curve.

And since the only constant in health care is change, those who can inform strategy, communicate effectively and engage customers—including consumers, patients, providers and other constituents—will continue to be pivotal as we prepare for the next crisis.

As this recent HBR article suggests, “it is critical to start considering how the lessons of this crisis can be captured not only to make the next crisis easier to manage but also to ensure that the ongoing operation of our healthcare system is improved in a fundamental manner.”

Let’s Plan Your Post-COVID-19 Strategy

Learn how we’re guiding healthcare clients to engage their communities and build a pipeline for high value service lines.

Healthcare Marketing Conferences: Your Complete Guide

Here are a few of our favorite healthcare marketing events for networking and professional development.

Our team is frequently selected to present and to serve as the content partner with leading healthcare marketing conferences, and we’ve developed this definitive list—along with a few useful tips—that can guide your continuing education plans and budget.

Events are listed in chronological order. Check back for updates as conference organizers release details throughout the year.

Q1: January - March

Mayo Clinic Social Media Residency

Feb. 3 in Scottsdale, AZ

 

ReviveHealth Joe Public Retreat

Feb. 12–14 in San Diego

 

HIMSS Global Health Conference & Exhibition

March 9-13 in Orlando

UPDATE: HIMSS 2020 is going digital — check the website for updates.

 

Q2: April - June

PRSA Health Academy Conference

April 22-24 in New Orleans — event cancelled

 

Mid-Atlantic Society for Healthcare Strategy and Market Development

The 2020 conference is cancelled; registration open for 2021 event on May 5-7.

 

Health IT Marketing and PR Conference

May 12–13 — hosting a virtual conference from 12:00-5:00 pm ET each day

 

Healthcare Marketing National - Spring (Orlando)

Event cancelled; hosted a Virtual Hospital Marketing National on May 13 focusing on COVID, and the spring conference agenda will be combined with the Fall conference in October (see details below)

 

Cleveland Clinic Patient Experience Summit

May 18–20 in Cleveland — event cancelled

 

New England Society for Healthcare Communicators

May 27–29 in Portland, Maine — postponed; working to rescheduled in Fall 2020

 

Q3: July - September

AHA Leadership Summit

July 19-21 in San Diego — event cancelled; get details and upcoming conference dates here.

 

CDC National Conference on Health Communication, Marketing & Media

August 10-12 in Atlanta

 

ContentTech Summit

August 10-12 — now 100% virtual; True North is a media partner so use code MEDIA100 to save an extra $100 on your registration

 

Healthcare Marketing and Physician Strategies Summit

August 17-19 at the Swissotel in Chicago (originally scheduled for April)

 

SHSMD Annual Conference

Sept. 13–16 in Chicago

 

Hospital Marketing and Communications Summit

Sept. 24–25 in Boston

 

Wisconsin Healthcare Public Relations and Marketing Society Conference

Sept. 30 - Oct. 2 in Milwaukee

 

Q4: October - December

Healthcare Marketing National - Fall 

Oct. 8 in Hoboken, NJ

 

Modern Healthcare Strategic Marketing Conference

Nov. 12 in Nashville

 

HLTH (pronounced “health”)

Oct. 11–14 in Las Vegas

Speaker proposals now open (application)

 

Content Marketing World—Typically features a one-day summit sponsored by Cleveland Clinic that focuses on healthcare content marketing.

Oct. 13–16 in Cleveland

 

Illinois Society for Healthcare Marketing and Public Relations

Oct. 15-16 — event cancelled; ISHMPR will host a webinar series from September to August (more details to follow)

 

Healthcare Internet Conference

Nov. 2–4 in Los Angeles

 

U.S. News & World Report Best Hospitals Presents: Hospitals of Tomorrow

Nov. 18-20 in Washington, D.C.

 

Carolinas Healthcare Public Relations & Marketing Society

Dec. 2-4 in Charleston, S.C.

 

Getting the Most Out of Your Conference Experience

As a healthcare marketing professional, building your knowledge and personal brand are critical to a long, fulfilling career. When approached with the same strategic mindset as other marketing initiatives, industry events can solve for both outcomes.

Whether your goals involve soaking up information or sharing insights with peers, here are a few helpful resources to make the most of conferences.

Before the Event: Plan Your Strategy

How to Decide Which Conferences Are Worth Your Time

4 Mistakes Young Professionals Make When Attending Networking Events 

During the Event: Maximize Your Time as an Attendee/Speaker

How to Get the Most Out of a Conference

5 Tips on How to Become an Incredible Public Speaker

How to Nail the Q&A After Your Presentation

How Introverts Can Make the Most of Conferences

After the Event: Extend the Benefits

Four Ways to Make Your Conference Experience ‘Stick’

How to Follow Up with People After a Conference

 

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The State of Healthcare Content Marketing

As the industry's leading report focusing on content marketing, the State of Healthcare Content Marketing is designed to deliver insights that inform and optimize your content strategy.

Our fourth-annual report illuminates the role content continues to play in driving brand and revenue growth for hospitals and health systems. A sample of 50+ healthcare marketing executives, representing many of the nation’s leading healthcare brands, completed this year’s survey.

Here are highlights from the 2019 report.

The Adoption of Content Marketing

Nearly 8 in 10 healthcare marketers (77%) are currently using content marketing, with another 18% planning to launch content marketing initiatives in 2019.

The Trend: The active or planned use of content marketing among healthcare organizations continues its double-digit growth, as reflected in the survey data below:

    • 2019 95% 95%
    • 2018 83% 83%
    • 2017 69% 69%

    The Goals for Content Marketing

    While brand building remains the No. 1 “why” behind content marketing initiatives again this year, healthcare organizations increasingly leverage content to drive patient volume and revenue growth with nearly half (45%) citing lead generation as the primary goal.

    Here are the top five goals for content marketing in 2019:

    The Trend: The year-over-year trend in content marketing goals reflects the importance of building a strong brand while ramping up efforts to generate, engage and convert leads:

    • Brand awareness = holds at #1
    • Engagement = up from #3
    • Lead generation = up from #4
    • Patient loyalty = down from #2
    • Lead nurturing = holds at #5

    The Effectiveness of Content Marketing

    Along with content’s increased prevalence as part of the healthcare marketing mix, this year’s survey respondents are nearly unanimous (99%) in describing their content marketing strategies as effective.

    The Trend: The percentage of healthcare marketers who consider their content marketing strategies successful is up from 93% who felt the same way last year.

    The Strategy for Content Marketing

    While nearly nine in 10 marketers (89%) have a content strategy or will create one this year, less than one third (27%) have taken steps to formalize the plan.

    The Trend: This percentage is consistent with last year’s report and likely reflects the challenges of matching an increased demand for content with the bandwidth to align with business objectives.

    The ROI of Content Marketing

    Again this year, 99% of marketers surveyed expect their content marketing budgets to increase or stay the same.

    The Trend: The 2019 content marketing budget is nearly identical to last year, and this consistency of investment clearly illustrates the emergence of content marketing as one of the most effective tools in a modern toolkit.

    The Tactics of Content Marketing

    Not surprisingly, digital dominates the list of channels used to deliver content for healthcare organizations. Here are the top five according to those surveyed:

    Rounding out the top 10 are infographics (36%), illustrations/photos (31%), in-person events (27%), print magazines (22%) and microsites (18%).

    The Trend: There are no major changes from 2018 with digital gaining prominence while a significant percentage continue investing in print, following in the footsteps of Facebook and other global brands as “everything else is going digital” in 2019 according to Content Marketing Institute.

    Other Insights on Healthcare Content Marketing

    Along with this benchmark data, the 2019 report yields new data points around content promotion, optimization and integration with marketing technology.

    The question: Which paid advertising methods do you use to promote/distribute content?

    The insight: Social and search engine marketing commands the lion's share of digital advertising dollars to promote content. This is despite the fact that of distinct search queries in Google, only 3.4% resulted in a click on a paid ad—and the number drops to 2.6% if expanded to all search queries.

    The question: Which of the following describes your efforts to optimize content for search?

    The insight: Search engine optimization (SEO) is an area of tremendous untapped potential in healthcare content marketing, with more than 40% of those surveyed not using SEO to make their content discoverable by Google and other search engines. The opportunity is clear: One in every 20 Google searches is health related and search drives three times more visitors to hospital sites compared to non-search traffic sources.

    The question: Which of the following describes your efforts to leverage marketing automation to personalize and distribute content?

    The insight: Like SEO, marketing automation takes a healthcare content strategy to the next level by leveraging technology to find, engage and convert leads. While adoption is low with only 3 in 10 automating content-related functions, look for these percentages to increase significantly as the 2018 Healthcare Digital Marketing Trends Survey found 89% of marketers will continue or increase their investments in email marketing and automation next year while 92% will maintain or grow their content marketing spend.

    Let's Keep the Conversation Going!

    The State of Healthcare Content Marketing Report is sponsored by Healthcare Insight magazine and True North Custom—the content agency for health care. Find out how we can level up your brand and revenue growth initiatives through integrated content strategies.

    Marketing Bariatrics: How to Strategically Tell Your Program’s Story

    Bariatric surgery has the power to transform people’s health. Here’s how to ensure your marketing reflects more than the cosmetic benefits.

    As the obesity epidemic marches on and related chronic diseases become increasingly prevalent, more and more researchers, clinicians, and insurers are concluding that bariatric surgery has a key role to play in combating this public health crisis. The problem: Less than 1 percent of eligible patients undergo weight-loss surgery because they think it’s unsafe or that diet and exercise are more effective at fighting obesity, among other factors.

    What can healthcare marketers do to boost bariatric volumes? Start by embracing a messaging strategy that gives weight-loss surgery its due as more than a slim-down tool.

    “Bariatric surgery is more than a cosmetic procedure,” says Allison Bryan, senior account supervisor at True North Custom. “It can help control many chronic health conditions, such as Type 2 diabetes, elevated blood pressure and cholesterol, and certain sleep and joint problems. A lot of the hospitals and health systems we work with seem to be moving away from emphasizing the cosmetic benefits of the surgery and more toward highlighting the health improvement aspects.”

    Embrace Storytelling

    Compelling patient testimonials are especially potent motivators in marketing bariatric surgery. Successful patients can be your program’s biggest advocates, if you share their stories strategically.

    “Everyone loves a success story, especially when it involves weight loss,” says Lisa Rodgers-Dark, content director at True North Custom. “Telling surgical weight-loss stories celebrates patients’ successes and inspires other people to think it might work for them, too. Cross-channel marketing is a smart approach to surgical weight-loss marketing, especially when combined with a storytelling approach that connects on an emotional level. It’s effective for print, digital and in-person events, like seminars.”

    Patient testimonials can demystify bariatric surgery and help readers understand the operation itself is only a small part of a wholesale lifestyle change. By getting a window into successful patients’ motivations, prospective patients may see a bit of themselves in the stories and feel more capable of undertaking a surgical weight-loss journey.

    Meeting Patients on the Path to Weight Loss

    Bariatric surgery often has a long lead time. Patients may research and consider a procedure for months or years before meeting with a surgeon. Six to nine months more may elapse between the initial appointment and the surgery while insurance approves the procedure and patients undergo nutrition counseling and various health evaluations.

    “At True North Custom, we create campaigns that meet potential patients where they are in their journey,” Bryan says. “For example, a comprehensive digital campaign could have targeted content that speaks to each stage in a different way—awareness, education and action—depending on what a hospital is trying to achieve. Providing compelling content for every stage of the decision-making process helps ensure you’re sending the right message to the right people at the right time in their decision cycle.”

    Bryan recommends involving bariatric clinical staff in a marketing campaign to secure buy-in. They can also provide invaluable perspective about distinctive aspects of a program to highlight, such as safety data and postoperative support services.

    Case Study: A Three-pronged Digital Campaign Pays Big Dividends

    True North Custom recently partnered with an acute-care hospital in the South on a six-month digital campaign for its bariatric program. The campaign featured three landing pages: one that allowed visitors to take an assessment to get a sense of their candidacy for weight-loss surgery, another that encouraged registration to attend a bariatric seminar and still another to make an appointment with a surgeon. Each page targeted potential patients at a specific point in their journey, with a goal of helping them progress to the next stage.

    “If, for example, a potential patient started with the seminar landing page, then he or she would receive a reminder about the upcoming event,” Bryan says. “We also sent nurturing emails to encourage the individual to take the next step of making an appointment with a surgeon.”

    Over the life of the campaign:

    • 441 people took the assessment
    • 85 signed up to attend a seminar
    • 34 completed an appointment scheduling form

    Along with these results, the campaign generated remarkable engagement—including a well-above-average email open rate of 65.5 percent—proof of the effectiveness of tailored messaging to fit each patient’s progress down a potentially life-changing path.

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    The Evolution of Content Marketing in Healthcare

    No longer a buzz word, content marketing is here to stay—and especially relevant in healthcare, where life-changing stories happen every day.

    Having just returned from the annual Cleveland Clinic Health Summit, the epicenter of content marketing in healthcare, it feels like the perfect occasion to reflect on the history and growth of our industry. The wealth of ideas discussed and innovation on display at the conference—from journey mapping and content monetization to AI-driven chatbots and smart speakers—is cause for collective celebration, especially considering the degree to which healthcare marketing is often denigrated for lagging behind peers in other industries.

    So just how far have we come in adopting what Seth Godin called "the only marketing left" way back in 2008? Let's take a brief look back before reviewing the current and future state of healthcare content marketing.

    A Quick Peek in the Rearview

    While content marketing has fairly recently emerged as one of the most widely used and effective tactics in the healthcare marketer’s toolkit, the use of content to promote a brand or product has actually been around as long as the printed word. Some argue it started in the 15th century with the invention of the printing press and the subsequent ability to mass-distribute pamphlets and the ideas within.

    Fast forward to the 1950s and 1960s, when the drive for consumer-centric marketing began to blur the lines between advertising and editorial. The earliest examples of healthcare content marketing that helped tear down the wall between church and state came a couple decades later and primarily involved hospitals distributing printed newsletters to patients and families as a way to keep the community informed about their facilities and care. At True North Custom, we fondly recall our first custom publication titled “Chicken Soup” (we claimed the name first!), which was launched in the late 1990s and developed in collaboration with a local Chattanooga hospital.

    The Modernization of Healthcare Content Marketing

    Today, healthcare marketers across the spectrum have discovered the strategic use of storytelling to be an effective method for differentiating their organization's brand and services.

    This once-siloed content is being spread across multiple channels as healthcare marketers move along the digital curve and leverage data-driven approaches to targeting and measurement. This is demonstrated by the proliferation of web and social content adding value to patients' lives by reminding them about routine health screenings, explaining health conditions in layman’s terms, and providing new treatment information in easily digestible formats.

    “What’s exciting about digital media and the ability of the masses to consume it at all times is the fact that it has driven content marketing into the realms of blog posts, videos, podcasts, interactive quizzes, slideshows, and much more,” says Lisa Rodgers-Dark, content director at True North Custom. “Publications not only show up in our mailboxes, but the content they contain is also extended and disseminated online, with links to even more related resources.”

    A number of recent industry reports reflect the growth of content marketing in healthcare:

    The Content Marketing Evolution Continues

    Along with the data illustrating the industry’s growth, here are three specific areas where healthcare content marketing has made significant leaps and will continue to evolve.

    Modern healthcare content marketing is mapped to the patient journey. Rather than assume every site visitor and social follower is “ready to buy,” today’s content marketing pros understand how to engage prospects based on their stage in the healthcare decision cycle and deliver relevant content that advances the user toward conversion. With more than 80% of consumers using search when selecting a provider, this often involves digital ads that point to a landing page or other lead source combined with a series of behavior-based nurturing messages to stay connected and deliver personalized content.

    Modern healthcare content marketing revolves around the audience. Articles on the latest technology and hospital awards are being replaced by audience-focused, accessible content that helps busy consumers and clinicians successfully navigate their personal and professional lives.

    “We’re continuing an evolution to consumer-focused content,” says Jane Crosby, regional vice president of business development at True North Custom. “The key is to balance making the content valuable for the patient or potential patient, while at the same time incorporating a call to action that leads to revenue for the health system or hospital.”

    Modern healthcare content marketing is enabled by technology. When looking ahead to the next generation of content strategies and associated tactics, marketers must become fluent in the tools that facilitate automation and personalized messaging. This includes customer relationship management (CRM), marketing automation, and other systems that ensure the right content is delivered to the right audience at the right time and in their desired format.

    “Healthcare systems are realizing they need to invest more marketing efforts into optimizing their technology platforms,” Crosby says. “This can be driven by a focus on service line growth and a need to track results to determine what content via what marketing channel is resonating best with the target audiences.”

    In this new era of content marketing, it becomes especially important to be able to stand out to your customer above all the others. There’s a lot of content out there, and messages can get lost.

    “The good news is that marketers who learn to do content marketing right have a competitive advantage,” Crosby says. “And those marketers and businesses will stand out above the noise.”

    Elevate Your Content Marketing

    Find out how we can guide your efforts to find, engage, and convert consumers and clinicians.