How Does Your Healthcare Brand Sound?

by | Aug 22, 2019 | Healthcare Industry Insights | 0 comments

We continue our series of interviews with healthcare content marketing experts presenting at this year’s Cleveland Clinic Health Summit.

We have cov­ered con­tent top­ics includ­ing ele­vat­ing the physi­cian voice and upgrad­ing your dig­i­tal pres­ence. Now we con­tin­ue our dive into voice search with Tom Neu­mann, MBA, exec­u­tive direc­tor, con­tent and cre­ative ser­vices, Cleve­land Clinic.

Why do you feel voice search is relevant for today’s healthcare content marketing professionals?

Voice is here and it’s not going anywhere—it is the future of con­tent engage­ment. It’s crit­i­cal that we embrace the tech­nol­o­gy and all of the oppor­tu­ni­ties that come with it. Alexa skills, Google Assis­tant actions and over­all voice search behav­ior present remark­able oppor­tu­ni­ties for marketers.

Know­ing how much tra­di­tion­al organ­ic search is health-relat­ed tells us how sig­nif­i­cant it is to tru­ly be there on any device for our patients seek­ing answers.

Can you share an anecdote or experience that illustrates how Cleveland Clinic implements voice and storytelling on these new platforms?

In late 2017, Cleve­land Clin­ic launched our first Ama­zon Alexa skill—our Cleve­land Clin­ic Tip of the Day can be added to your dai­ly flash brief­ing. We start­ed small (flash brief­ing skills are eas­i­er to build) and we uti­lized exist­ing con­tent from our health tip of the day email newsletter.

The process of build­ing that skill and sup­port­ing it with con­tent taught us so much about con­tent struc­ture and process as well as helped us answer a key ques­tion all brands face with the expan­sion of voice tech­nol­o­gy, “How does our brand sound?”

We were able to expand on what we learned to launch a Google Assis­tant action this year that is more inter­ac­tive and con­ver­sa­tion­al. Users have options of three dif­fer­ent tips from nutri­tion, healthy habits and com­mon con­cerns. Map­ping con­tent and build­ing out our con­ver­sa­tion­al style guide were impor­tant ele­ments estab­lished in this prod­uct devel­op­ment process. We were able to con­tin­ue build­ing on the sound of our brand.

As is true with every­thing we do in health­care con­tent mar­ket­ing, we con­tin­ue to iter­ate and opti­mize on these prod­ucts. Uti­liz­ing data and feed­back from users, we are explor­ing addi­tion­al oppor­tu­ni­ties to expand our voice presence.

How is healthcare content marketing becoming as much of a science as an art for leaders like Cleveland Clinic?

The most suc­cess­ful con­tent mar­ket­ing prod­ucts deliv­er infor­ma­tion that audi­ences real­ly want and use to help them make deci­sions. Under­stand­ing the data and ana­lyt­ics behind con­tent per­for­mance and user behav­iors is an impor­tant part of the con­tent mar­ket­ing process.
Cre­at­ing the right con­tent for the right cus­tomers on the right plat­forms deliv­ered in the right moments in their jour­ney is extreme­ly dif­fi­cult. It tru­ly is where art and sci­ence come together.

What is the most important thing you want attendees to take away from your presentation?

Voice is an excit­ing new fron­tier. We will share what we know and have learned in our own Cleve­land Clin­ic jour­ney with voice, and we will share how we’ve worked with both Ama­zon and Google to devel­op prod­ucts and estab­lish our future-for­ward con­tent strategies.

Subscribe to our blog

Sign up for updates!

Sign up for updates!

Get marketing tips delivered straight to your inbox.

You have Successfully Subscribed!