Samara Kitchener, Founder & Director at House of Kitch Communications, presented on The Science and Strategy of Evidence-Based Content - From Making to Marketing and Measuring Impact at Mumbrella's Health & Wellness Marketing Summit.

1. MAKING HEALTHY IDEAS HAPPEN
THE SCIENCE AND STRATEGY OF EVIDENCE BASED CONTENT

2. WHY
HOW
WHAT
WHY WE DO WHAT WE DO
People generally have a hard time with change, even when it is
good for them. Our purpose is to inspire people to embrace change
so they can be their best and drive positive changes in the world.
HOW WE DO THIS
• Articulating a vision that people want to be part of
• Making the complex simple; making the intangible tangible
• Understanding human behaviour and how to inspire change
• Bringing peopleon the change journey
WHAT WE DO
• Bring a strategic approach to communications to inspire change
• Solve problems creatively, drive behaviour change, achieve
influencer support andshift perceptions
• Bring vision to life through disruptive communication effects,
story telling, and partner engagement
OUR PURPOSE & ROLE OF CONTENT

3. 3
“Content marketing is a marketing technique
of creating and distributing valuable,
relevant and consistent content to attract
and acquire a clearly defined audience – with
the objective of driving profitable customer
action.” (CMI)
Health related content has an added duty of care

4. CHANGE IS UNCOMFORTABLE
4
People will innovate:
INSPIRATION OR
DESPERATION

5. System 1:
• Automatic, fast,
entrenched,
habitual behaviours
• Responsible for
95% of our
decisions
• Greater influences
on longer term
behaviour
System 2:
• Reflective, slow, conscious,
rational planned behaviour
• Responsible for 5% of our
decisions
• Can influence short term
behaviour; unlikely to
influence longer term on
its own
B. Behaviour change is
enhanced by tools that
increase efficacy &
reinforced by social
environment
A. Use emotional stir up to make
System 2 want to change. Use the
heart to speak to the head;
engaging the brain in an active
learning process.
DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH
Based on Kahneman, 2002
C. Feedback loop as attitudes and beliefs
are reformed and behaviours change
1. BREAK OLD THINKING2. DRIVE NEW ABILITY
3. SOCIALISE CHANGE

6. CONTENT STRATEGY & DRIVING NEW ABILITY
6

7. INTEGRATED CONTENT STRATEGY APPROACH
5. Evaluate and adapt
Reporting and insight driven analytics
4. Use compelling content to engage community
Consumer journey & content plan
3. Develop media and social strategy
Awareness to action model
2. Develop messaging framework
Establish positioning and key messages
1. Understand the market and consumers
Extensive formative research, interviews, reports

8. CASE STUDY: PRIMARY IVF
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1. Position Primary IVF as a provider of high
quality, affordable and accessible IVF
2. Create visibility of Primary IVF among
potential patients to generate 300
appropriate appointments for Sydney
and Melbourne clinics
3. Lay foundation for upcoming launches of
clinics in Brisbane and Perth

9. HOLISTIC CONTENT STRATEGY
The awareness raising element is where we build trust trust and familiarity
with Primary IVF.
We will generate interest by making Primary IVF’s expert knowledge
accessible to consumers with a focus on holistic health and best advice.
Consideration should be given to expert voices who the audience will relate
to, such as health experts or influencers.
We will support desire by sharing human stories – profiling Primary IVF
health care professionals who will be with you on your journey. If possible,
look at sharing stories of people who have experienced life and overcome
challenges; encourage community to share their own stories and co-create
content.
We will drive action by using targeted adverts and clear call to action
prompts.
NOTE: Need to work within Australian Health Practitioner Regulation
Agency (AHPRA), TGA and other guidelines as relevant

10. CONTENT EXAMPLES

11. MEASURES OF SUCCESS
Objective Measure
Awareness • Content hub reflect positioning and approach
• Content valued by audience – clickthroughs and audience
engagements
Interest • Content valued by audience - clickthroughs
• Social engagement
Desire • Willingness of audience to co-create content
• Content valued by audience - clickthroughs
Action • Promoted post click-throughs
• Engagement with give-aways

12. STAY IN TOUCH….. 0412662308
www.houseofkitch.com.au
samara@houseofkitch.com.au