Posted on June 30, 2015
Your website is the main hub for your patients. Although you may
not see it now, it's also your health system's content marketing
hotspot. That's why your website requires weekly updates of content
to keep the engine running. If you don't have the staff to dedicate
a copywriter to website content management, repurposing the content
you already have could be a healthcare marketer's dream.
Repurposing content is when you take a piece of content and
change it so it serves a different purpose. But repurposing content
is not the same as revamping content. When you repurpose content,
you're doing one of two things: changing the format of the content,
or changing the target audience for the content.
Here are 8 amazing ways to help you build a bigger content base
Share presentations. If you don't have a
SlideShare account, get one today. Did a heart specialist give a
presentation recently on diet and heart health? Reformat that same
presentation and make it live on SlideShare. Then blast it out on
your social media sites. Your docs will love it. So will Google.
Another cool feature: SlideShare has solid analytics for free. You
can also turn physician presentations into blog posts. Or visa
versa. It works both ways.
Turn complex health articles into infographics.
I'm sure your noticing by now that your online audience has less
time to read. Turn your how-to guides, checklists or other complex
articles into a visual using an infographic. If you don't have a
graphic designer on staff, try Canva.
Reformat videos into articles/blogs. Your
patients bring different preferences for consuming content, so
repurposing into a different format allows you to cater to the
diverse needs of your followers. For example, if you produced a
video with discharge instructions for new moms, you can turn that
same content into a short how-to article (or infographic)
explaining the same topic. By using different mediums, you can
reach different audiences with the same information.
Use LinkedIn Publisher. The LinkedIn Publisher
tool is a wonderful tool to repurpose content. For example, post
new content to your blog and/or website, then share it on your
social sites in a few days after. Link the original content to
LinkedIn Publisher for those connections that may not regularly
visit. Once it's published, LinkedIn notifies connections about
your new post, which is great for both reaching new readers.
Start micro-blogging. By micro-blog, we
specifically mean Tumblr or even Twitter. It's easy to post the
headline of the article and let it fly on its own. Just be sure it
has a powerful headline.
Reuse your existing web images/photos. Such as
pinning images to Pinterest, then post that link to Twitter and on
Transform a series of blog posts into an
e-book. If you have several blog posts that fit together
well into a series, that could be an e-book ready to launch. It's
also a great way to establish your doctors and/or hospital as a
local industry leader.
Refresh old articles. Look back over your
previously published content and see if you have any posts that can
be easily re-angled to serve a different audience. You can do this
with articles you send to the local papers. With just a slightly
different spin, you can make your content more applicable to a
different audience and double up on posts with minimal recreation
effort. And just because you've written about a certain topic
before, doesn't mean you should never write about it again.
By repurposing your content, you can give your readers more
resources while simultaneously getting the most out of the content
you've already created.
Posted on June 16, 2015
This is painful for me to say because I've been on both sides of
the healthcare marketing table. But I've also learned that before
you can overcome a challenge, you have to know what you're up
A recent Fournaise Marketing Group survey of high-level decision-makers
revealed that 80 percent of CEOs don't really trust marketers. Why?
Because most of these CEOs (78%) "think marketers lose sight of
what their real job is: to generate more customer demand for their
services in a business-quantifiable and business-measurable
Ouch, that stings - at least on the surface. But let's peel back
the layers of the onion. First, I'm sure we're all in agreement
that many health systems' CEOs have a firm understanding and
appreciation of what marketing does for their organization. But
"many" isn't "all." Even if a CEO is fully on board with the
functions of Marketing, there's often a disconnect between the
So what's the answer?
Marketers needs to start thinking - and speaking - like a CEO.
Think about it … C-suite staff is analytical; summary-oriented;
focused on profitability, patient volume, quality scores, ROI. If
Marketing wants to gain buy-in, backing and trust from executives,
it's going to take both sides of the brain.
That doesn't mean creativity no longer has value. It's as
important as ever. It simply means that Marketing also needs to
understand the vision, goals and concerns of C-suite executives -
and speak directly to them. Here's how.
Do your homework before you meet with C-suite
- Read the strategic plan and current operating plan.
- Understand your organization's goals and be prepared to explain
how your marketing plan or campaign is aligned with those
- Understand and address at least one major concern of C-suite
Know how to talk to your CEO
Once you get in front of your senior execs, it's time to set
creativity and its related jargon aside. Stick to what CEOs and
other leaders need to know. Highlighting four key areas:
- Objective: What are we trying to accomplish?
What behavior are we seeking to change? How does this initiative
support your hospital's strategic plan?
- Messaging strategy: What is our message? This
doesn't mean you provide the exact text. Instead, clearly explain
how you will approach the topic.
- Timing: Share when the campaign will be
launched. Again, forgo the details. Stick to the key dates when
you'll hit your target audience(s).
- Results and measurement: Your CEO wants to
know how all of this will benefit the hospital and how you'll
report on results. This area is often glazed over or ignored by
Marketing. But I can tell you from experience, it's the most
important to C-suite staffers. So it warrants a deeper dive
If C-suite focuses on "ROI" - return on investment, marketers
need to focus on "ROMI" - return on marketing investment. This is
where metrics come in. You can break them into three general
- Output: What did your marketing function or
campaign produce (e.g., number of events that were held; number of
brochures produced? And how well did you do (e.g., were you on
budget; on time)? Pretty basic measurements - but knowing this
information can help identify inefficiencies that you can address
in the future.
- Marketing outtakes: These metrics focus on
results of a marketing campaign or specific marketing activity. For
example, if you held three events in three months, how many people
participated in them? Or, how many people visited your new web page
or downloaded a video you posted?
- Strategic outcomes: These metrics relate to
the strategic direction of your organization. These could include
patient volume, awareness, increase in revenue, patient
satisfaction scores, ROI … all of the things your CEO cares
It's important for Marketing to provide all three metrics, but
C-suite executives will focus on strategic outcomes. So plan ahead.
You'll need to know what you want to measure and have tracking
systems in place to capture the data.
The following case study walks you through the process Legato
Healthcare Marketing took with Holy Family Memorial, a rural health
network in Manitowoc, Wisconsin.
Holy Family Memorial Case Study
Due to some biased interpretation and unsubstantiated
methodology of a quality scoring system by an insurer, Holy Family
Memorial (HFM), a health network in Manitowoc Wisconsin, was
concerned that it might be unfairly perceived by some area
employers as having lower quality or higher costs. However,
national data actually recognizes the organization as leading the
nation for high quality, innovation and creating an effective
industry-leading utilization model of care. The health network
wanted to demonstrate the true facts in an understandable and
persuasive way while simultaneously demonstrating the
organization's broad range of clinical capabilities through service
Timing and Messaging
To capitalize on its strengths and to communicate its clear
strengths in quality and costs, HFM needed a powerful marketing
program based on a sound business strategy. HFM senior leaders
substantially and boldly delivered on this strategy with an
organizational transformation to become a healthcare provider of
the future-one that works to keep costs down, quality up and people
out of the hospital. To do this, HFM leadership completed a
thorough analysis of its strategies and structure and determined
strengths, weaknesses and capabilities.
From this, HFM's Right Care Model was born:
Right Care. Right Setting. Right Outcomes.®
- Right care is using the most effective evidence based approach
- Right setting is offering the most cost-effective, safest,
highest quality and greatest value.
- Right outcomes is achieving the greatest long-term benefit to
the patient and society.
With solid support points, it was time to start promoting HFM's
quality and new way of delivering care. While HFM's five-star and
top-ten ratings could help pique consumers' interest, they hold
little value to consumers when promoted with only the name of a
rating organization as support. Consumers want to see how those
numbers and ratings will affect them.
HFM created "life. Empowered." to be the
umbrella statement for the quality campaign. Under "life.
Empowered.," four service lines were promoted, with the first phase
being cardiology. To help consumers really experience and see HFM's
quality, HFM and Legato used a testimonial approach, focusing on
real patients' experiences. Quality awards and numbers were used as
support points only.
Objectives specific to the cardiology phase were to:
- Increase the number of new patients at the Heart and Vascular
- Improve patient volume for catheterization lab procedures.
- Gain market share over its largest competitor
Results and Measurement
Several measures were used to evaluate the effectiveness of the
cardiology phase of HFM's "life. Empowered." campaign.
- HFMempowered.com was set up (with Google Analytics so traffic,
sources and video views could be tracked). HFM and Legato reviewed
these analytics monthly to see how different media placements
affected traffic and views.
- Elevator wraps were installed on two of the hospital's main
- HFM developed a chart to compare its Heart and Vascular Clinic
patient visits, catheterization lab procedure volumes and overall
market share during the time of the campaign in 2013 to the same
period in 2012.
- HFM conducted an image study in the first half of 2013 to see
how overall perceptions had changed since 2011.
After evaluating all of these measures, HFM and Legato saw some
- Paid consumer advertising was placed over a five-month period.
Radio impressions: 742,000. TV impressions: 1,538,799. Print
impressions: 130,434. Online impressions 341,523. Billboard
- More than 600 people visited HFMempowered.com.
- The cardiologist biography page, which was linked to
HFMempowered.com, also received more than 300 new views.
- The five cardiac patient testimonial videos located on the site
received 850 views.
- For the five months the cardiology campaign ran, HFM saw 185
new Heart and Vascular Clinic (HVC) patients. Three out of the five
months, the HVC saw more patients compared to the same five
- More than an $80,000 increase in HVC new patient clinic visit
- A $1,664,000 increase in catheterization lab revenues compared
to the same five months in the previous year.
- HFM's image study, completed in July 2013, revealed a 30
percent increase in the number of 2013 respondents who consider HFM
the "hospital they think of for cardiac care." HFM's main
competitor saw a significant decrease in this area.
Are You Talking C-Suite Speak?
In today's highly competitive healthcare environment, it isn't
enough for Marketing to make great ads or present great creative.
Now there's a new conversation taking place in the board room. And
it starts with, "How is Marketing contributing to revenue
opportunities?" You can lead that discussion wherever you'd like it
to go - if you're armed with the right data and metrics. Not just
any metrics. The kind that hit the "suite spot."
This article was recently published in Strategic Health Care
Marketing's June 11th Weekly Ezine.
Posted on June 2, 2015
Today, social media can literally be a full-time position in a
Unfortunately, in the rural healthcare industry, most marketing
"teams" are one, two, maybe three people who are in charge of ALL
marketing efforts. However, patients still expect your organization
to be on social media - and may even consider not being there as a
That's why we've compiled four of our favorite tips for
streamlining your social media strategy. So you can save time and
still have a strong presence.
1. Create one- to two-month editorial
This takes some up-front time in terms of researching and
writing posts, but it reduces the amount of time you'll spend on
social media each day. By writing out posts and finding links, all
you'll have to do is cut and paste.
These calendars will act as your flexible social media plan.
They ensure you have consistent content to share, but they also can
be rearranged when more current, newsworthy topics pop up. And
since the calendars only cover one or two months, you don't have to
worry about this general content being out-of-date.
2. Use Facebook's "schedule"
Facebook has a feature that allows you to schedule a post, as
opposed to publishing it immediately. And you can schedule as many
posts ahead of time as you like. Again, this involves more time up
front, but it will eliminate daily social media posting for the
duration of your schedule posts.
This feature also allows you to pre-schedule boosted posts.
3. Develop recurring
It's hard - and time consuming - to come up with original
content for every day of the week, every week of the year. That's
why "themes" like recipe Fridays or provider profile Wednesdays
come in handy. Weekly, bi-weekly or even monthly features will
speed up the process of developing social media content, while
still providing relevant and useful information to your
4. Share content
To build off of tip #3, sharing content from organizations like
the American Heart Association, National Rural Health Association or other
national, state or local health and wellness organizations is
another way to save time. This is especially helpful on days when
you need a post, but maybe don't have a lot of time to develop
original content. Just be sure to add a line or two of text that
makes it relevant to your organization and your audiences.
Do you have any timesaving social media management tips? Share
them in the comment section below!
I'll be discussing these and
other marketing tips as a keynote speaker at the Association of
Wisconsin Surgery Centers (WISCA) 2015 Annual Forum on June