Eight Ways to Reuse Existing Content

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 through repurposing:

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 Facebook.

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.

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Think Like a Healthcare CEO and Elevate the Role of Marketing

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 against.

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 way."

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 two.

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 staff:

  • 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 goals.
  • Understand and address at least one major concern of C-suite executives.

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:

  1. Objective: What are we trying to accomplish? What behavior are we seeking to change? How does this initiative support your hospital's strategic plan?
  2. Messaging strategy: What is our message? This doesn't mean you provide the exact text. Instead, clearly explain how you will approach the topic.
  3. 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).
  4. 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 here.

Think "ROMI"

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 categories:

  • 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 about.

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

C-Suite Concerns

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 line promotion.

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 possible.
  • 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:

  1. Increase the number of new patients at the Heart and Vascular Clinic.
  2. Improve patient volume for catheterization lab procedures.
  3. 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 elevators.
  • 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.

Marketing Outtakes

After evaluating all of these measures, HFM and Legato saw some staggering results.

  • 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 impressions: 2,591,629.
  • 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.

Strategic Outcomes

  • 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 months.
  • More than an $80,000 increase in HVC new patient clinic visit revenue.
  • 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.

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Four Ways to Streamline Your Social Media Strategy

Posted on June 2, 2015


Today, social media can literally be a full-time position in a marketing department.

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 negative thing.

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 calendars

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" feature

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.

FB Schedule Image

3. Develop recurring themes

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 audiences.

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 9.

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