Transcript The 1-2 Punch of Content Strategy

The Case Against ‘Marketing’
Chad Johnson
Senior Marketing Manager
Jeff Zinger
Senior Marketing Programs Manager
Our Talk
• About Corepoint Health
• Marketing outlets
• Content Workflow & Performance
• Lead Gen – Traditional Ads
• Scrapping the Case Study
About Corepoint Health
• Located in Dallas area
• 80 employees
• Corepoint Integration Engine
• #1 in KLAS 6 straight years
• Private, Growing
• 500 customers, 3,000 more
through vendor partnerships
Tweedledum
The Brains
Tweedledee
The Boss
Marketing Team
Marketing Outlets
Websites
Marketing Outlets
Websites
Marketing Outlets
Collateral – White Papers
Marketing Outlets
Collateral – Direct Mail
Content Workflow
HIMSS Analytics White Paper & Infographic
Landing page
Blog post
Infographic
Full Report
HIMSS Analytics White Paper Performance
Lead Gen - Ads
Collateral – Traditional Advertising
The Health Care Blog
Lead Gen - Ads
Collateral – Content Marketing Ad Results 
Poor Showing
HIT News: $4200
13 submits @ $323
THCB: $1750
2 submits @ $875 per
Lead Gen: HIMSS15
HL7 FHIR at HIMSS15
Pre-show postcard
Ads
HL7 Content Marketing
HL7 FHIR White Paper & Webinar
•
Ads and posts directed
to White Paper
Hubspot landing page
•
HIMSS attendee
mailing directed to
May webinar, in
process
Scrapping the Traditional Case Study. Why?
• Bureaucracy
• Internal Politics and Policies
• The Approval Process “Black
Hole”
• Poor Performance
Poor Performance
Poor Performance
May 1, 2014 – May 1, 2015
• 37 Customer Case Studies: 1,313 views
• 7 “New style” Customer Q&A Blogs: 2,306 views
Scrapping the Case Study
Proof in the numbers: 2,306 views
•
Anne Arundel Medical
•
CIRA
•
Providence*
•
Boca Raton
•
Halifax
•
Frederick
•
Dallas Children’s*
Blog Q&A: Eliminates Barriers for Participation
• Case Studies can be seen as an official endorsement
• Case Studies may need to be approved by the marketing
department at the subject’s organization
• Approval is often needed by executives within an organization…
and they can be difficult to reach
Example 1: Dallas Children’s Hospital
• Would not have happened as a
formal marketing piece
• Restricted usage… but served its
purpose
Example 2: Anne Arundel Medical Center
HIT Key Word Nirvana
• athenahealth
• Epic
• Connecting many hospitals
to one
• Yes! Epic and athena can
play nice.
Example 3: Anonymous
• Largest customer
• Never allowed to participate
• Takeaway: Large IDNs use
Corepoint Health
All Together
The End
• Path of least resistance
• New possibilities for the marketer
• Positive momentum for the customer and for you
• Another way to make a customer happy
• Everyone wins
Contact Us
Chad Johnson
@Ochotex
[email protected]
Jeff Zinger
@jdzinger
[email protected]