Healthcare Content Marketing Twitter Chat Highlights #CMWorld

#CMWorld
HEALTHCARE
CONTENT MARKETING
TWITTER CHAT
Featuring MedCity Media’s Chris Seper @ChrisSeper
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com

Healthcare Content Marketing #CMWorld • Twitter Chat
Q1: Let’s get started! What is the
biggest difference between healthcare
content marketing and other industries?
#CMWorld

I just don’t see the direct and hard ROI in other fields. And, of course,
good healthcare content means healthier people. #bigdeal #cmworld
@chrisseper
Regulations are used by bad marketers to avoid getting things done.
Lots of opportunities if you want to find a way. @JoePulizzi #cmworld
@chrisseper
A1 it has a compliance aspect (like FiSvc) but can have a great service
journalism component too #cmworld
@SFerika
In other sectors you have agencies being built. In healthcare you have tech
companies & beyond that integrate content marketing. #cmworld
@chrisseper

Q2: How can healthcare companies mine
their heavily-regulated customer data to
provide stories and content? #CMWorld

This isn’t meant to sound trite, but it’s direct: Patients want to tell their stories.
Ask them. #cmworld
@chrisseper
#cmworld But let’s go beyond that. FORGET the regulated data (jump over it).
Go to social media
@chrisseper
A2: Think like journalists. No shortage of healthcare content in the news.
Always someone willing to tell a great healthcare story #CMWorld
@SamBrennand
Patients are sharing their stories on YouTube, Twitter, Pinterest & beyond. They
want to share. #cmworld #hcmktg #hcsm
@chrisseper

Q3: Healthcare content marketing
doesn’t always need to be digital;
in fact print is alive in industry.
What are good examples? #CMWorld

Good content? I have also loved what Blue Shield, Kaiser, Stanford and
Cedars-Sinai do - give me info I can use. #cmworld
@SusynEliseDuris
A3: Vim and Vigor Magazine (http://t.co/wGOPnP28fy) is a great example of print
in the healthcare industry #CMWorld
@lucasmillerwsu
Even though it’s a more traditional media model, WebMD magazine is a
great print + digital model for follow #cmworld
@JoePulizzi
A3 I’ve loved the Kaiser Permanente team’s Thrive content which has crossed all
comm channels, not just digital #CMworld
@SFerika

Q4: Does your content marketing team
have both a B2B plan as well
as a B2C plan? How do they
work together? #CMWorld

Consumers weren’t really customers in the payment sense. That was gov’t & providers.
But now patients truly matter. Need more. #cmworld
@chrisseper
But I think B2B and B2C marketing will always be separate. #hcmktg demands very
specific messages and they don’t cross. #cmworld
@chrisseper
Companies like Invacare need to have both B2B and B2C content strategies.
Very challenging. #cmworld
@JoePulizzi
@chrisseper Exactly! Many healthcare companies are just beginning to get the
direct to consumers messaging and media in place #CMWorld
@jenkobylar

Q5: What healthcare companies
are doing content marketing right?
#CMWorld

Cleveland Clinic’s health hub is a great model http://t.co/bRyXjag6aJ.
Is becoming the center of their patient marketing #cmworld
@JoePulizzi
Doing right: @everydayhealth, @kidshealth, @clevelandclinic, @mayoclinic, @stjude,
@xerox, @medtronic & @myUHC #cmworld
@chrisseper
@ColleenWeston small practices doing it right include St. Agnes hospital in Baltimore.
Their print newsletter is worth gold. #cmworld
@predsicker
Stanford, Blue Shield, Kaiser, Cedars-Sinai are among the leading healthcare
companies doing content marketing right. #cmworld @CMIContent
@DebLoggia

Q6: Mobile apps are popping up in the
healthcare industry. What are good uses
of healthcare apps for content marketing?
#CMWorld

Wellness. Wellness. Medical adherence. Wellness. Wellness and wellness.
@CMIContent #cmworld
@chrisseper
@itriage a powerful app. Also, most payers - UnitedHealth, Humana,
Aetna, etc. - are smartly leveraging content. #cmworld
@chrisseper
Hospitals need a good waiting room app like @GreatClips or like
Charmin’s Sit or Squat http://t.co/cmZTAd9lbi #cmworld
@JoePulizzi
A6: mobile apps will be hard for healthcare mkting. The market is being
flooded w/ truly useful wellness apps from insurance co.s #CMWorld
@consected
Seen too many healthcare apps on the market. Very few with truly awesome value,
me thinks. #cmworld
@predsicker

Q7: Do healthcare marketers need
special precaution when creating content
as to not replace the advice for
medical professionals? #CMWorld

A7: I think healthcare orgs SHOULD try to replace other content become THE
information experts - hire doctors to create content #cmworld
@JoePulizzi
A7. Challenge with using docs for content if their time. Hard for them to write.
HOWEVER, content marketers can ghostwrite. #hcmktg #cmworld
@chrisseper
A7: Ideal scenario for #hcmktg content producers => Chief Medical Officers
and legal review in approval cycle #cmworld
@SusanDElia
A7: Our rule was that all content was produced by doctors, the editor was used to make
it more readable/understandable #cmworld
@NenadSenic

Q8: Healthcare companies are
traditionally large. What is the best way
to get buy-in in this complex org?
#CMWorld

A8. Show them their peers are doing it!! http://t.co/WBolxjonX1
@CMIContent #cmworld
@chrisseper
A8: I think @chrisseper is right...now focus is on getting more patients
(since the revenue model changed). Tie content to that. #cmworld
@JoePulizzi
Q8. I’ve found LinkedIn discussions to be a good place to build r/ships
with healthcare folks. Good way to get buy in. #cmworld
@predsicker
Find out the difference between those that subscribe to your content and
those that don’t. Should be telling... #cmworld
@JoePulizzi

Q9: Where is pharma when it comes
to content marketing? #CMWorld

A9. Pharma is largely trapped - both by regulation and by fear.
Rely on 3rd parties for extra buzz. #cmworld
@chrisseper
AstraZeneca doing some great work on the research side http://t.co/
rBWvmK1sGH w/ Partnerships #cmworld
@JoePulizzi
A9. Whole pharma sales world is also changing. Content marketers should
find a place in a pharma closed loop marketing system. #cmworld
@chrisseper
A9. Pharma also about HYPER targeting key docs. They pay big money,
but for specific people. You gotta have them. #cmworld
@chrisseper

Q10: What is the top thing healthcare
content marketers need to improve on
or learn when it comes to social media?
#CMWorld

A10: Getting leaders involved in social media is critical. You see so few stars when
it comes to healthcare. #cmworld
@JoePulizzi
A10. What I hear most is that healthcare content marketers need to understand
their concerns about compliance and engagement risk. #cmworld
@predsicker
A10. Social media is moving very fast. More sites, segmentation.
Google+ coming FAST! #cmworld
@chrisseper
A10. Must answer this question: What are your org’s goals. How does social
meet it? Where do you put your time & effort. #cmworld
@chrisseper

Want to learn more?
Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at
Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key
content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.
Simply follow #cmworld on twitter to join the conversation.
• July 2: Content Strategy with Michael Brenner @brennermichael
• July 9: Search and Social with Lee Odden @leeodden
• July 16: Financial Content Marketing with Mitch Joel @mitchjoel
• July 23: Social Media Marketing with Joe Chernov @jchernov
• July 30: B2B Content Marketing with Ardath Albee @ardath421
• August 6: Small Business Content Marketing with Brian Clark @copyblogger
• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew
• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava
Get transcripts from all #CMWorld Twitter chats and
see the upcoming schedule: http://bit.ly/CMW_TwitterChats
Learn more about
content marketing for the
healthcare industry at the
Content Marketing
World Health Summit
in Cleveland, Ohio on
September 12.
CLICK HERE FOR MORE INFO!

Healthcare Content Marketing Twitter Chat Highlights #CMWorld

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Healthcare Content Marketing Twitter Chat Highlights #CMWorld

Semelhante a Healthcare Content Marketing Twitter Chat Highlights #CMWorld (20)

Mais de Content Marketing Institute

Mais de Content Marketing Institute (20)

Último

Último (20)

Healthcare Content Marketing Twitter Chat Highlights #CMWorld