1. 2014 Modern Healthcare Sales Meeting
HIMSS Conference
February 23, 2014

2. Today’s Agenda
1:00 – 1:30 PM Lunch / Registration / Headshots 1:30 – 2:00 PM Intro & Welcome Publisher’s Comments 2:00 – 2:15 PM Editorial: 2014 Vision and Goals 2:15 – 2:30 PM Circulation: 2014 Vision and Goals 2:30 – 2:45 PM Marketing: 2014 Vision and Goals 2:45 – 3:45 PM Selling Skills: Selling To Different Personality Types 3:45 – 4:00 PM Break 4:00 – 4:45 PM Selling Custom Programs 4:45 – 5:15 PM Selling Skills: Crafting & Using Effective Benefit Statements 5:15 – 5:30 PM Awards Presentation 5:30 – 6:30 PM Break 6:30 PM Publisher Hosted Dinner

3. Selling Custom content
Presented by Christina Galoozis
Here to talk about content marketing – what it is, what it isn’t – and the opportunity for Modern Healthcare and our clients.
I was hired in October to take the lead on custom content projects and to help grow our new division, MHCM, through content marketing.
It is another service we can offer our clients, as they look to publishers to help them with content marketing.
Selling Custom content

4. What is content marketing?
When a brand leverages its depth of knowledge to provide valuable, impartial information to its target audience, with the goal of turning them into engaged and loyal customers.
Important to understand this definition, to understand what is/isn’t content marketing.
This is something to share with clients to ensure their content marketing campaigns are effective and that they understand it’s not just advertising with words, it’s something pretty different.

5. What is content marketing?
Any marketing format that involves the creation and sharing of media and publishing content to acquire customers.
Thought Leadership
Gaining attention by providing content in the context of the user's experience
Branded Content
The fusion of advertising and entertainment, often innovative and subtle in advertising.
Content Marketing
Since everyone is thinking/talking about content marketing right now, lots of terms are thrown around that are seen as synonymous with CM.
These are all closely aligned with each other and share the same goal of acquiring customers through content, but these terms help us understand what clients are looking for, and help understand why they think they need it.
Information, research and ideas that exist for their own sake – not to prove a direct commercial point.
Native Advertising

6. Examples Native Advertising Content Marketing Thought Leadership
TL – A study MHCM did for Waller. Gathered intel for Waller’s market research, but an Exec Brief that’s about the study – not about Waller – is TL because it is not promotional of them specifically.
BC – Scarecrow video (Chipotle). Animated short film with logo at the end, talking about what their brand stands for, not what Chipotle doses directly.
NA – Content hub on “fun/useful” content – appears within context, clearly sponsored but is exactly the same as other content. Again, content about what VW stands for, not about VW directly.
Branded
Content

7. Examples We see content marketing every day at 150 N. Michigan.
Advil pushes a new message each day about health and wellness regarding flu season and headaches. Content is about what their brand addresses, not how Advil specifically helps people. Idea: Advil knows what it’s talking about, and if I can trust them for information about my health I can use their product.
Good content marketing doesn’t feel like marketing.

8. Custom Content vs. Content Marketing
Custom Content Content Marketing
Useful in “traditional” advertising, about the brand
Print (Advertorials, Inserts, Belly Bands)
Videos (HIMSS)
Etc.
Nontraditional marketing, not about the brand
Ancillary content
Lifestyle
Impartial
There is opportunity in both!
There is a diference, but there is opportunity in both.
A true content marketing program does not talk about the brand itself, but produces content their audience cares about. Custom content, such as advertorials, testimonials, many case studies, those are custom content.
We do both, but important for client to know the difference between advertising w/content and content marketing. Why it matters? Customers have stronger defenses against straight advertising than content marketing.

9. The Transparency Spectrum
Communicates key service lines from both the system's perspective and individual hospitals
Drives classes and event registrations
Build the hospital brand and create image awareness
Reaches 1 in 5 new and expecting moms worldwide
10 webby awards
A Johnson&Johnson division
Strong Brand Presence
No Brand Presence
How transparent is your brand? Obviously anything that shows up in our properties must have a certain degree of transparency, but even within MH we can offer different levels.
Baby Center- JJ, Mint.com powered by Intuit ; ThinkMoney powered by TDAmeritrade
Can have multiple properties/content that fall all over the spectrum. The point of knowing this: finding where your audience receives the information best for the CM to be effective.
A true example of effective, branded content
Unofficial, but purported to make more money than its beverage revenue stream

10. B2B vs. B2C B2B does not mean boring! Helpful In line with brand
Strikes emotional chord
Humanize
Entertain
Humor
Encourages action
Purchase funnel/time is longer and more involved
Reach during work time
Buyer persona-driven
Audience are experts
Larger number of decision-makers and stakeholders
Purchase time is quick with a lower threshold
Lifestyle-oriented
Reach during personal time
Personality-driven
Only 1-2 decision-makers
Many of those were B2C examples, which are good to use with cilents because they know what they are. The fundamentals of content marketing in B2B and B2C are the same.
Differences exist, and make adjustments on delivery, content types, etc., but what makes CM good is usually the same.
B2B does not mean boring!

11. Getting Content Wrong Most common mistakes:
Writing only about yourself, and your news.
Allowing too many “contributors” to mess with good content.
Promotional material disguised as useful content.
Focusing on the channel, not the content or goals.
Sacrificing long-term results for short-term gains.
Publishing in the wrong place, in the wrong way.

12. Getting Content Wrong
Talk too much about themselves. This is a clear advertisement. Advertisements have their place, but not when you’re marketing useful content. People will not trust your information or intent after this.
Who’s ever been turned off because they feel a salesperson or store always had their own best interests in mind? Think about where your loyalties lie – in brands that make you feel they’re looking out for you by being helpful and talking about you, not how their solution meets your needs.

13. Why it Matters
We want our products to be successful at MH. If we allow our clients to put out crap, our readers won’t return. It will become noise to them.

14. How to Get Content Right
Start with what your audience needs to know.
Stick to your sweet spot.
Quality is better than quantity.
Tell a story that’s bigger than you.
Not what you need to say. Content marketing is the anti-selfie.
Where your brand is an undisputed expert.
Be known for excellent content – don’t waste people’s time.
How do you know their needs? That’s their business, but market research, focus groups, trends, etc. Example of bad: BofA. Of good: Covidien.
Quantity: 10 well-done case studies that are distributed properly will do better than 100 rushed case studies that sit in no-man’s land.
Story that’s bigger than you: Scarecrow example. Our clients are helping transform healthcare – let’s get to the heart of what they’re doing and leverage emotional stories.
Offer content that makes a difference for the world as a whole; you’ll strike a chord that will resonate with customers.

15. Those Getting it Right: GE Healthcare
Thought leadership – not about their product.
Social – conversing, NOT just shouting, about what their audience cares abuot. (40,000 followers!)
Getting emotional – MRI machines are not emotional. But what they do is.
Profile: “Emerging health trends, innovations & challenges in healthcare delivery.”

16. Those Getting it Right: Xerox
Created a targeted “Get Optimistic” campaign to connect with 30 top accounts
Partnered with Forbes to create a magazine that offered relevant business tips
RESULTS
70% of targeted companies interacted with the microsite
Readership increased % over previous campaigns
Added 20,000 new contacts
Generated 1,000+ scheduled appointments
Yielded $1.3 BILLION in pipeline revenue.
This is a print piece, not sure if supplement or standalone, but probably polybagged with Forbes.
The content looks and IS professional and useful. Look at the results of something that probably took a large investment.

17. Those Doing Both: IBM GOOD: “A Boy and His Atom” BAD:
Doesn’t have to be boring.
Case of bad distribution. Was a good whitepaper – I located it elsewhere.
Atoms are the smallest unit able to store engineering data, and the point of the film was to demonstrate the brand's data-storage technology.
No matter how good your content is, this is too many hoops to jump through.

18. Our Clients & Content Marketing
We hear content marketing is booming. Let’s get more content. ?
We need to do more thought leadership. ? ? ? ? ? ? ? ? ?
Our competitors published a white paper. How can I get one?
We must ask WHY.
We’re getting lots of questions about CM, but we’re also getting a lot of statements. We must dig into the why behind these statements to truly help them do good marketing.

19. Oh, the Possibilities
Let’s help our clients think outside the box – and let’s not push them into one of our own. Maybe Perspectives is not the right fit. Maybe a microsite/lead-gen program isn’t either. Let’s work in tandem with their marketing departments and show them we can do more than what’s inside the media kit, and we can go beyond the established distribution channels.

20. Effective Ways to Sell Content
Emphasize brand building. Content marketing is as much about branding as it is about “measurable” results.” Becoming the go-to information source for your audience takes time.
Emphasize quality. People are inundated with self-serving messages. Good content marketing brings down people’s defenses so you can communicate with them on a human level.
Emphasize lasting connections. Content marketing builds relationships and emotional connections with prospects and customers – not transactions.
Emphasize success. Show clients the possibilities through other brands that are doing it well.

21. Effective Ways to Sell Content
The key here is that only 1 in 5 say their biggest struggle for content marketing is budget. The others have very different struggles and concerns, and we should be addressing these at the outset before they bring them up. Engaging content – we know how to do that. (Medtronic example.) Enough content – Covidien example.

22. Effective Ways to Sell Content
Here’s where others can learn from those doing it well. Key takeaways: Invest. Try new things. Get social! Don’t talk about yourself. Get help.

23. Where do we fit in?
Our clients need to get their prospects’ attention with engaging content. They don’t have time, resources of knowledge to produce engaging content.
Our clients need to get the right people reading their content. We have the highest quality audience, with the most trusted product.
Our clients need established distribution methods. We’ve invested in print, digital and events for years.
Talking about MHCM as a division can help clients understand the power behind this.

24. Keep me busy! I am here to … Help you sell custom content programs.
Help our clients think differently about marketing and discover new possibilities.
Help your clients reach the Modern Healthcare audience effectively.
Grow with your clients and establish long-term partnerships.
As you can see, I have a strong passion for content marketing. I love producing and consuming great content for brands that want to make a difference.
Please clue me in to what your clients are talking about with their marketing – not just when they ask for custom content in particular. Keep your ears open.
Emphasize with clients I’m not just here to write and look at your copy, but to help them strategize from the outset.

25. Check These Out!
Chipotle’s Scarecrow Video …
Optum’s content marketing Hub …
Article about Red Bull’s media success …
Xerox’s Chief Optimist …
Thanks for time. Questions? Here are links to more information about some of the programs we discussed.