A story about the journey through the Content Cycle.

1. Renee
Clare-Kovacs
Multi-channel
content creator

2. Bringing vintage content into the digital
marketing world.
Sourde: http://buzzfactory.net/wp-content/uploads/2012/03/web-presence-development2.jpg

3. I appreciate your
interest.
My core competency is storytelling which I
have been doing from a young age. My
professional writing career started as Web
2.0 arrived. As a storyteller, I took the
opportunity to grow with Web 2.0, telling the
story the reader needed at the right time in
what is now known as Content Marketing.
This Marketing Technology Landscape
graphic is titled “Chaos”. I believe it
adequately demonstrates the challenge of
Content Marketing (while making me feel
better that I don’t know it all).

4. Making sense of the
chaos.
As a writer, I always go back to an outline. I
looked at the chaos and created an outline
that I call the Content Cycle.
Likely this cycle looks familiar to you. It is my
amalgam of the buyers journey and the
content marketing cycle.
I create scalable content to meet the need of
each segment in the cycle. The following
slides are an overview of what I have done
for various segments of the Content Cycle.
You may notice that I have not included
content that you favor at a certain time in
the cycle. This is likely due to limitations in
my job description, budget, or organizational
buy-in. That is why I appreciate your interest.
I am looking for an organization that can
utilize my ability to fully execute content
across the entire Content Cycle.

5. An
introduction.
Consumer, meet Brand. Brand, meet
consumer.
This is what awareness is about. It is
disruptive. It stands out in the “loud” social
landscape. It starts with a smile or a nod that
means “they get me”.
I work to bring brand awareness using
#hashtags, internet holidays, and other
trending or high-level content.
Social media content
Tradeshow giveaway, SPHAce

6. We know
what you’re
talking
about.
Education is the point at which the content
consumer recognizes your name so it’s time
to let them know you’re into the same things
they are.
This can be a small step from awareness so
industry-specific graphics are a great way to
garner the awareness nod while making the
content consumer ask “how do they know
about that?”.
Oftentimes education comes from an online
search for information. Blogs, like the “Why
MACRA Matters Now” blog previewed here
provides an introductory discussion that
connects the issue to the value proposition.
“Why MACRA Matters Now”:
http://www.sphanalytics.com/macra-
matters-now/
Why MACRA Matters Now
We hope this isn’t news to you – MACRA is going to be big in healthcare. The program continues
to move the healthcare industry away from fee-for-service in favor of quality-based outcomes for
Medicare Part B eligible clinicians.
The Centers for Medicare & Medicaid Services (https://www.cms.gov/) (CMS) has published a
proposed rule that includes reimbursement for most clinicians based on a composite score
made up of 4 components and weighted according to the current relevance of each clinical
outcome performance.
Quality performance (50%)—this category replaces PQRS and will continue to measure
clinical outcomes and performance
Advancing care information (25%)—this category is a more ᱔exible version of the current
Meaningful Use (MU) reporting category
Resource use (10%)—this category will measure savings resulting from resource use,
replacing the value-based payment modi᱔er (VBM)
Clinical practice improvement (15%)—a new category that encourages expanded clinical
practice activities that allow more access to care and improved reporting of test results
Health care specific social media
graphic created for summer awareness
Excerpt of blog discussing why proposed rules to legislation
are important even though the law is not final.

7. What you
need to
know.
When the consumer knows you understand
them, content can begin to shape their
research. I use outside resources that help the
reader find more relevant information from
industry leaders, studies, best-of lists, and
articles, and synthesize the data in order to help
the consumer decide what they should be
looking for as they move into the comparison
stage.
I would like to create a comparison guide for
this segment to guide their research of features
and benefits.
“Power Matters” blog:
https://www.cogginauto.com/blog/2014/octob
er/16/power-matters.htm
Best EHRs blog:
http://homehealthfacts.com/consider-these-
top-ehrs/
Best EHRs
U.S. News & World Report published
their 2016-2017 Honor Roll of EHRs.
It is probably not a surprise to know
that Epic and Allscripts are used at
the 10 top hospitals including
Cleveland Clinic, Johns Hopkins
Hospital, and Mayo Clinic. Despite
this usage, Cerner EHR clients report
being more satisfied than Epic users.
EHRs were rated on loyalty of “most
loyal”, “reachable”, “trapped”, and
“top risk”.

8. We can
help.
At this point in the Content Cycle, the
consumer knows what features and benefits
they are looking for and are deciding which
companies they will put on the short-list for
consideration.
This stage is where the handoff between
marketing and sales begins. I enjoy working
with the sales team to help identify
resources that can help in this transition; not
only does it help make the case for the
company to be selected, but it also gives me
a sense of the pain points in the market that
my future content can address.
Back of value proposition 2-page sheet
showing analytic dashboard and incorporation
of product differentiator.

9. Going for the assist.
While justification (presenting the
organization to the decision-makers) and
purchase (contracting) segments belong to
sales, I have worked with sales to support
efforts such as providing RFP content and
edits and editing contracts for branding and
copy.
In order to create consistency and empower
sales to do their own initial copy work, I have
developed templated copy for use during the
sales process.
Infographic demonstrating anticipated ROI of population health
management. A collaborative project with Symphony Performance
Health’s graphic designer.

10. Welcome
to our
world.
Content consumers turned customers need
content perhaps more than ever. As a
storyteller, I am not a technical writer but I
have worked closely with technical writers to
maintain brand voice and standards.
I have also worked with project managers for
7 large health insurers to create an editorial
calendar for email campaigns during roll out
of product upgrades.
Adoption is another rich source of content
ideas as new customers integrate into tools
that become second nature to the
organization.
Blues Rollout
Content goal: to inform administrators and users of system updates,
training, and FAQs of SaaS product upgrade using Pardot.
Content plan: 7-10 week messaging specific to each insurer
Email schedule:
Weeks 7-10 Welcome email including reminders to back up data, ask
administrators to verify user lists, and provide upgrade FAQ
Weeks 4-6 Training schedule, administration reminder to validate user
list, step-by-step instruction of logging in and new features
Weeks 2-3 Weekly training schedule, step-by-step instruction of log in
Go-live week Go-live reminder, night before reminder with log in
instructions, welcome email sent morning of go-live with login
information and user FAQ, training schedule
Post rollout results:
93% average open rate of emails. Blues were able to identify users who
had not opened email using my Pardot-generated reports.

11. We make
people
happy!
An organization’s ability to meet the
customer’s need is the ultimate goal and
birds of a feather flock together.
Showing happy customers, either
through testimonials or their own user-
generated content, tells people that you
are doing it right.
Facebook post shared with new buyer’s friends to increase reach.

12. Not just about the
customer.
Employee advocacy is important as well.
Employee communication allows team
members to see how they fit into the larger
picture, makes them feel valued, and inspires
them to continue working for the greater
good.
All In
It is not easy to bring 3 companies together into 1. It is even more difficult to take that new company
and bring it together with a 4th
, but this is what SPH Analytics has done in the last 18 months.
I have worked hard to bring together the right people to make SPH Analytics (SPHA) the industry leader I
envisioned when I approached our investors about becoming Symphony Performance Health. There is a
lot of talk about teams going all in for success lately. Renée who runs our social media says #allin is big
on Twitter. I can identify with this as I feel like I have been the coach of making the Voyance,
MDdatacor, IndiGO, Symphony Performance Health, and The Myers Group teams into one team who all
in to successfully change healthcare.
I have enjoyed spending time with so many of you at the company roundtable sessions. These meetings
allow me to get a better understanding of what is important to you. If you haven’t been able to join a
roundtable, do not worry, I plan on having many more. I look forward to taking the feedback I receive to
the executive team so we can do our part to be all in to support you.
A huge effort is being made to get us all in, part of the same team:
• HR is establishing a Corporate Culture Committee
• IT is working to have sphanalytics.com email addresses by fall
• IT is also working to have an intranet built for internal communications
• Marketing has combined the websites of our individual companies into the new
sphanaltyics.com public-facing website
I encourage you to go visit sphanalytics.com. If you see any changes that need to be made or just want
to send your kudos to Marketing, send email to editor@symphonyph.com.
I am excited to be leading the team and am confident that you are working to be all in for the success of
the SPHA team. Keep an eye out for your new email address and the news that will be shared on the
intranet. If you want to bring something to my attention, my door is open or you can send me an email.
Employee email to SPH Analytics employees with Final Four
basketball theme.

13. Here to
help.
Your clients can be your best customers.
Once you have earned their trust through
the initial buyer’s journey and conversion,
you have an opportunity to cross-sell
products and services that complement their
current product lines or increase the level of
service they are currently receiving.
Web copy of correlated hospital analytic
solutions:
http://www.sphanalytics.com/hospital-
patient-experience/
Hospital Patient Experience Solutions
A complete model for patient experience and hospital improvement
Our Hospital Patient Experience Solutions deliver a powerful advantage for improving
performance, reducing costs, and increasing market share.
SPH Analytics offers a complete model for analyzing patient experience for developing
initiatives that result in measurable hospital performance improvement.
Solutions include leader rounding, discharge phone calls, patient surveys including HCAHPS,
and action analytics.
Resources and guidance to help you determine the services that meet
your needs
With our solutions and your commitment to quality healthcare, hospitals can immediately take
action and implement quality improvement plans.
The power to identify needs and take action
SPH Analytics gives hospitals the ability to assess the patient experience across the
continuum of care to identify the steps needed to improve hospital scores, performance, and
patient satisfaction.
SPHA’s hospital patient experience solutions are designed to work independently or
concurrently to meet your hospital’s needs and budget.

14. Math for
writers?
Being a creative, analysis might seem to be a
chore for me but, surprise, I love it. I
wouldn’t write a book and not watch the
sales numbers so why would I post content
or ask my team to and then not learn from
its performance?
These analytics are from my first month at
Symphony Performance Health. The
organization had merged 3 companies into
one and was virtually unknown as you can
see in the reach and engagement metrics.
I believe that nothing is a failure unless you
don’t learn something from it. Even the
worst performing content teaches us
something—even if the lesson is that content
wasn’t right.

15. Growth is
good.
I am also not one to rest on my laurels.
January’s 30 new followers undoubtedly led
to February’s 14.5k tweet impressions.
February was also the first month I
implemented real-time marketing by live
tweeting during a webinar. I am confident
that played a role in the impressions as well
as the 30 mentions.

16. Back to the beginning.
After evaluation, I can begin the cycle over
again with more information: what worked,
what didn’t, what are our content gaps, what
content needs to be archived, what content
needs to be refreshed?
There are a lot of moving parts in Content
Marketing. I will confess that I am a bit of an
overachiever which is why when the
opportunity came to earn a graduate degree
in Digital Content Strategy, I quickly applied
to the program. The coursework is done
entirely online and encourages students to
use what they learn in their current roles. I
am excited to be learning more about the
Content Cycle, discussing ideas with my
peers, and having the ability to use my
knowledge of online platforms, content
creation, and analytics in the right role. What
could the role you have open teach me and
my cohorts?

17. Not the end, just a
new chapter.
Thank you for reading my story.
There is more and I would be happy to share
it with you but I’ve already taken enough of
your time (part of being able to tell a good
story is knowing when it’s time to end).
Email me, renee@reneeck.com, to talk more
about working together to create great
content.
If you want to see more of my work, visit
these SlideShare links as you have the time:
Press release
https://www.slideshare.net/secret/nqVVSl5p
UgfA4R
Asbury blog
https://www.slideshare.net/secret/HKIfjy5C
QdSct
Symphony Performance Health blog
https://www.slideshare.net/secret/v7jYangy
mgif4r
Asbury SEO analytics
https://www.slideshare.net/secret/6JEELWh
P9n6HZh