Content strategy is more important than ever in today’s healthcare climate. For years, many traditional healthcare companies have treated content as an afterthought, creating an archive of disconnected messages without strategic business purpose. At Prophet, we see healthcare companies revisiting their own content strategies today. Some are discovering disjointed messages and inconsistent experiences across websites, events, pitch materials, social channels and traditional advertising. Others have struggled to realize or identify the impact of the resources they dedicate to content today. As the demand for relevant content grows, and as its production expands across different pockets of an organization, the difficulties associated with content management and direction can grow as well. This is our approach to crafting strategic content for the healthcare industry, including some case studies.

1. Proprietary and confidential. Do not distribute.
Crafting Strategic Content
in Healthcare
A consumer-lead approach to healthcare
content in the digital world
March 23, 2018

2. 2
For years, many traditional healthcare companies have
treated content as an afterthought, creating an archive of
disconnected messages without strategic business purpose.
At Prophet, we see healthcare companies revisiting their
own content strategies today. Some are discovering
disjointed messages and inconsistent experiences across
websites, events, pitch materials, social channels, and
traditional advertising. Others have struggled to realize or
identify the impact of the resources they dedicate to content
today.
As the demand for relevant content grows, and as its
production expands across different pockets of an
organization, the difficulties associated with content
management and direction can grow as well.
Content Strategy is more important than
ever in today’s healthcare climate

3. 3
Non-strategic Testing Scaling Strategic Sophisticated
Leadership No C-suite support, content is
purely a communic4ations
initiative
Conditional support after seeing
early results
Investment
in content production for
marketing
Vision for content as strategic
initiative beyond marketing
Investment in content
as revenue generator
and CX initiative across
organization
Strategy No central strategy, content
produced on an adhoc basis
No central strategy, but digital
channels have individual plans
Steps taken
to create unified content plan
across marketing channels
Recognize need for content
strategy with input and value for
depts other than marketing
Strategy that serves customer and
business needs is implemented
across the org
Development Scant, siloed customer
data, usually demographical
Initial efforts to gather and unify
more customer data from digital
sources
Marketing channels
are able to share relevant
customer data points centrally
Initial steps taken to gather and
unify customer data from all parts
of the organization
Organization operates off holistic
view of the customer, multiple
departments share central data
system
Governance No playbook or criteria for self
produced content
Channel owners establish own
guidelines and processes
Content calendar enables multiple
channel teams to coordinate
efforts
Steps taken to develop criteria,
guidelines and permissions for
content production across the
organization
Teams outside marketing
department share the same
production criteria and guidelines,
and use a central calendar to
independently produce content
Delivery Content delivered on campaign
basis, on few channels
Organic content is tested on
growing number of channels
Focus is on delivering large
amounts of content on many
channels
More strategic choices about
which content is delivered on
which channel
Content deliver is coordinated
across all channels, personalized
and often real- time
Measurement Content success metrics are not
tracked
Short term success metrics on
channels start to get tracked
Brand awareness and health are
main indicators of success
Focus shifts from reach
to strategic engagement, and
revenue goals
Channel metrics add up to long-
term success of content vision,
revenue impact is tracked
However, most healthcare companies are
only testing their opportunities with content
Most healthcare
companies today

4. 4
We see that healthcare companies face
three barriers to creating strategic content
1. LACK OF
STRATEGIC VISION
2. LACK OF TEST
& LEARN CULTURE
3. LACK OF DEDICATED
CONTENT GOVERNANCE

5. 5
A content vision acts a North Star that helps guide
all content-related activities. A content codified
framework that includes a vision is critical for
healthcare companies to deliver a holistic, unified
story when speaking to a wide-variety of specific
audiences.
A common vision
ensures that content
produces a holistic
approach to brand and
business needs
1. LACK OF STRATEGIC VISION
Components
for Content
Planning
Global Brand
Positioning &
Values
Value
Exchange
Topics &
Depth
MeasurementChannelsFormats
Target
Audience:
(e.g., Doctors, Patients, Healthcare Professionals, Hospital Administrators)
(e.g., Content as Currency)
Content
Archetype:
Content
Criteria:
C2C1 C3
Global Content
Principles :
Global
Content Vision:
Global positioning statement
(e.g., Support global strategy & provide units with the flexibility to execute locally)
P2P1
(e.g., mobile first)
P3 P4
ValuesValues Values Values
We will use our stories to earn the trust of our customers, inspire
loyalty and activate brand preference.
Provide relevant and vital information to help patients, partners
and employees feel confident and empowered, so they can
experience superior outcomes, make the right choice and set the
standard for post-acute care delivery.
“
“
ILLUSTRATIVE EXAMPLES

6. 6
Limited resources and a conservative culture often foster a
‘one and done’ approach when creating content. It’s
important to take an iterative approach with clearly defined
KPIs that will help clarify what works and what does not work
so adjustments can be made in real time.
A clear understanding
of performance goals
helps iterate and
optimize content
2. LACK OF TEST & LEARN CULTURE
AWARENESS
CONSIDERATION
DECISION
USE
POST-PURCHASE
CONTENT TESTING ELEMENTS
Messages KPI – Avg. time on page
Formats KPI – # of shares
Channels KPI – Bounce rate, time on site
CONTENTITERATION

7. 7
In the face of high organizational complexity, clear processes
and ownership structures help streamline content creation
and reduce the time lost in the legal review process to deliver
timely and high-quality content.
Centralizing content
governance can drive
efficiencies & impact for
healthcare companies
3. LACK OF DEDICATED CONTENT GOVERNANCE
We have identified the following enterprise models to
ensure that content is created in harmony:
Content Department / Division
In-house or agency that creates a high volume of content
Content Center of Excellence
Consortium of experts who provide leadership and best practices
Editorial Board / Content Council
Content creators and/or marketing executives who meet frequently
to align content
Content Lead
Leads content initiatives editorially and/or strategically without
departmental authority
Cross-Functional Content Chief
Senior executive with cross department authority
Executive Steering Committee
Cross-functional strategic group
Source: Altimeter @ Prophet: Organizing for Content

8. 8
At Prophet, we offer an integrated approach to helping
healthcare companies build strategic content
How it lives:
Content strategy is a strategic
communications, including a range of
storytelling capabilities including Verbal and
Communications Strategies.
It may be undertaken as a standalone effort
or triggered as a module within a brand,
growth or marketing effort.
Content strategy at Prophet harnesses our
Altimeter IP, including our audience-led
perspective, five content archetypes,
frameworks and governance models.
Where it impacts:
A content strategy can help you activate your
brand strategy, drive customers down the
funnel, achieve marketing effectiveness,
deliver customer experience and more.
Content strategy leads into Content Planning
(topics, messages, channels), Content
Development (creation of content) and
Content Governance (capabilities, process,
people and platforms/tools). Prophet and
Altimeter can work in all these areas, plus
guide distribution and amplification.
A content strategy can help you activate your brand strategy, drive customers
down the funnel, achieve marketing effectiveness, deliver customer experience
and more.
What it is:
Content Strategy is building the why and what
in how to deploy content as an experience
lever.
Based on audience needs, matching business
objectives, it is an overarching vision for
content for an organization that dictates why
and how to efficiently plan, create, deliver,
and manage effective content.

9. 9
We use our content archetypes to jumpstart
transforming the way companies create value
for and derive value from their customers
Source: Altimeter @ Prophet: Key Elements of Building a Content Strategy, March 2016
Content as Presence:
Content that entertains
and engages a broad
audience while promoting
brand awareness and
brand health
Content as Window:
Inward focused content
that highlights the brand’s
employees, practices and
culture to promote
transparency and trust
with the customer.
Creates transparency and
trust
Content as Currency:
High-value, high-
investment content that
helps the customer make
a decision in their
personal or professional
lives and promotes the
brand as a subject matter
expert.
Content as Support:
Product-focused content that
educates customers
about specific features and
help them operate, repair
and best utilize the brand’s
products. Keeps brand
engaged post-purchase
Content as Community:
Content that promotes and
serves a
niche community of custom
ers that is supported by the
brand. Connects customers
with each other

10. 10
We anchor our strategies on audience question-led
journeys highlight opportunities to create a dialogue
Our Content Journey map collects
questions audiences have along
their typical journeys, which
represent opportunities to bring
awareness and move them into the
purchase funnel

11. 11
Our healthcare experience provides
value throughout the process
We know the audiences We’ve worked extensively with health care providers who are buyers and users of your products. Our
knowledge will help inform robust personas for content audiences, understanding the complexities
and nuances your sales face operate in everyday.
We know the industry We have experience working with Halyard, as well as other medical device, technology, and medical
suppliers who share your challenges. Our experience will help us understand the environment you
operate in and identify whitespace opportunities for Halyard to win with content.
A sample of companies we’ve worked with:
A sample of companies we’ve worked with:

12. Examples of Content Strategies We’ve
Delivered For Healthcare Companies

13. 13
Using a reliable content
governance plan to drive
demand for chronic pain
solutions
As a large Healthcare company discovered the need for consistent and
compelling content around their chronic pain platform to build higher
consideration and drive demand among existing and new audiences.
With competing content needs and a organizational desire to share
product capabilities, the company needed to focus on three main
workstreams: content strategy, content process, and content governance.
The result was an audience-led content strategy driven by customer
treatment journeys, a Content Governance Playbook and a Content
Planning Toolkit to ensure an efficient content planning process with clear
roles and responsibilities for cross-functional teams.
By deploying key content strategy elements, this healthcare company
discovered a replicable way to produce relevant content in efficient and
reliable ways that would meet its business goals to capture audience
attention and drive consideration of their platform.

14. 14
Equipping a national
leader in post-acute care
with audience-led tools to
convey their unique value
In 2017, a large healthcare provider had created a new brand, replete
with a mission, values, promises, principals, and visual identity. They
were confident in the new brand but were lacking a strategic approach to
content. They began to implement brand strategy components but
realized a higher need to articulate their distinct value within the post
acute care space.
Using their new brand strategy and Prophet’s proprietary content
archetypes as key guardrails, the teams came together in a co-creation
session to understand the value content could deliver within each of its
prioritized target audiences. The result was a refined, collaborative
content strategy that served as the north star for the remainder of the
project.
By the project’s close, they had designed an audience-driven content
calendar, a content success measurement framework, and a content
operating model to guide them as they applied the newly-renovated,
value-conscious content strategy.

15. 15
Guiding digital test & learn
for a pharmaceutical brand
in today’s complex digital
landscape
A small pharmaceutical company with a new product coming to market
needed to develop their digital strategy, web design, and ultimate digital
launch. However, they were overwhelmed by the idea of breaking into the
digital space with an unknown product. To help them inform the process,
Prophet tapped into their brand strategy, brand identity, and experience
design.
Characteristic of healthcare companies as a whole, this pharmaceutical
company was reluctant to test and learn in market. To alleviate the
hesitation, we helped them develop a detailed roadmap to support the
internal digital teams, adding a robust executional plan with which they
could succeed – including governance, content plan, content management
and analytics.
At time of execution and market entry, they had two signature digital
touchpoints to help stand out and differentiate against their pharmaceutical
peers. Dynamic Folios leveraged digital tools to advocate to investors
while the Resistance and Response Hub enabled rapid response
capabilities to world events as they happened, providing commentary and
stories on trending topics.
DIGITAL ROADMAP & MEASUREMENT PLAN
SIGNATURE TOUCHPOINT BLUEPRINTS
FOUNDATIONAL MOVES

16. For more information please contact:
Jeff Gourdji
Partner
jgourdji@prophet.com
Paul Schrimpf
Partner
pschrimpf@prophet.com
For more on healthcare and content strategy at Prophet, contact: