2. Buying Stages
Leads
ATTRACT NURTURE CLOSE DELIGHT
Customers Advocates
Visitors
Strangers
Content about
prospect’s
interests
Match prospect
need with
company
solution
The right offer
at the right time
Drive
satisfaction
and brand
advocacy
1 2 3 4
Content Marketing moves prospects
through the buying stages.
3. Segmentation
Who are our customers?
• Orthopedic Surgeons
• Health Care Providers
• Administrators
• Payers
• GPOs
Across what channels?
• Private Practice
• Hospitals
• Networks
VOC:
Insights
Challenges
Requirements
4. Persona Development (VOC)
PAIN POINTS
MESSAGES
TOPICS & CONTENT PIECES
FEATURES & BENEFITS
NAME
AGE
JOB
EXPERIENCE
INTERESTS
M/F
GOALS & ASPIRATIONS
5. Voice of Customer Program
VOC
Insights
Challenges
Requirements
Brand
Perception
Surveys
Advisory
Board
Usage Data
Customer
Satisfaction
Monitoring
6. • Which customers will we drive outcomes for?
• What outcomes are valued by customers?
• What outcomes will drive sustainable growth?
• How will we engage and “activate” customers?
• How will we measure and manage?
Outcomes-Based Content
8. Microconversion (by Segment)
STRANGERS
VISITORS
LEADS
CUSTOMER
• Outcomes information
• Office decompression
• Continuity programs
• Sales Rep cold call
• Search results
• Referrals
• Valuable downloads
• Valuable services
• Patient education
• Promos
• Demos
• Discounts
• Testimonials/Stories
• Rewards program
• Volume discounts
ADVOCATE DELIGHT
CLOSE
QUALIFY
ENGAGE
ATTRACT
GET
TRAFFIC
GET
CONTACT
GET
DETAIL
GET
SALE
GET
ADVOCATE
AUTOMATE
9. Customer Example: Physician
Stranger
Visitor
Lead
Customer
Buying
Stage
Advocate
Dr. Matthews: Knee OA
Outcomes: OA bracing is considered a “non-
invasive treatment;” can delay surgery.
Searches for “OA knee bracing;” views
animation on Breg.com about OA braces.
Signs up to receive in-office patient
education materials.
Lead forwarded to sales rep; receives demo;
places order for Freestyle OA braces.
Sends his patients to Breg.com/OA to learn
about how offloading braces work.
10. Customer Example: Surgeon
Stranger
Visitor
Lead
Customer
Buying
Stage
Advocate
Dr. Dougherty: Hip Replacement
Outcomes: hip bracing helps prevent hospital
readmissions: $250K Medicare fine.
Hears about study abstract; goes to Breg.com
for outcomes literature on Breg hip bracing.
Asks for a demo of hip brace; lead forwarded
to sales rep.
Likes brace and QR Code instruction video
on brace; places order with sales rep.
Tracks readmissions data with positive results;
shares with colleagues.
11. Selling to the C-Suite
1. Traffic to Leads 2.Leads to Customers
3. Cost per Lead 4. Cost per Customer
Unique
Visitors
New
vs.
Repeat
Visitors
Traffic
Sources
Referring
Websites
Popular
Pages
Bounce
Rates
CTA
Performance
Keyword
Performance
Search
Rankings
Inbound
Links
Cost
Per
Click
Click-Through
Rate
Traffic
from
Search
Referral
Sources
Blog
Subscribers
Audience
Size
&
Growth
Engagement
Subscribers
Click-Through
Rate
Sharing
&
Forwarding
TRAFFIC SEO PPC BLOG SOCL EMAIL
KEYS TO ROI
12. Kelly Neagu
Director of Marketing
Breg
Contacts
Thanks
Content Production
Komotion
Resources
http://komotion.com/physician-content-marketing/
http://komotion.com
kelly.neagu@gmail.com
Kelly Neagu (Ford)