Thinking Big: How Small Marketing Teams Can Maximize Their Digital Efforts November, 2017

Rachelle Montano VP, Consumer & Marketing Solutions, StayWell Been in the industry for 20+ years MS, RD and MBA

About StayWell Motivation Enjoyment Knowledge StayWell is a health solutions company that uses the science of behavior change to help people live happier, healthier lives.

What We’ll Cover An overview of value vs. volume-based care Content marketing as a small team tool Content marketing challenges in healthcare UMass Memorial as a case study

Rewriting Humpty Dumpty’s Story

Reaching a Wider Audience Increased competition Evolving digital landscape Focus shift from just “patient” to consumer Direct-to-consumer patient acquisition

How can a small marketing team maximize their digital efforts?

Letting Content Lead the Way con·tent mar·ket·ing (noun) Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience with the goal of driving profitable customer action. Generates awareness Builds trust and positions your brand as thought leaders Engages customers and prompts them to act Good content isn’t about you or your brand. It’s about your audience.

How are other industries doing it?

What’s effective about Colgate’s Content Marketing? 1 Not about Colgate. 2 Is about consumer. 3 Provides Insightful information.

What are the barriers in healthcare (and for small teams)? We’re in healthcare Keeping up with content creation Proving ROI

UMass Memorial Health Care Largest health care system in Central Massachusetts Three hospitals including an academic medical center on nine campuses UMass Memorial Health Care by the numbers: 1,600 physicians; 3,000 registered nurses 12,000 total employees 1,125 beds in our hospitals Clinical partner of UMass Medical School

“Conversations to Keep You Healthy and Well” Changing the game in healthcare marketing Simply Well Blog – Engaging patients and community “Conversations to Keep You Healthy and Well” “

Content Creation Repurposing what you have.

Omnichannel Approach E-newletters and Website Content

Omnichannel Approach Social Media Content #timetotalkaboutit Colon Cancer Awareness Month campaign #simplywellsummer Campaign

Proving ROI Step 1: Identify your goals—and be specific! Increase engagement and brand awareness on all channels Ex: In one year’s time, grow opt-in list by X amount Ex: Increase open rate percentage by X between Q1-Q3 Increase SEO to website Ex: X amount of views to website came from blog Ex: Once people reached our site, they clicked through X amount of pages, and stayed there for X. Increase appointments Following blog post, X amount of people visited landing page, and X% of those who visited made an appointment worth approximately $X.

The Results Simply Well and E-News 7,000 Email Opt-ins in 4 months Average open rate: 23.8% (National: 14%)

The Results Social Media Facebook Reach: 19,000 Pinterest follower: 187 #timetotalkaboutit campaign blog/social campaign = 37 colonoscopy appointment requests submitted on landing page 21 Appointments booked

Let’s recap UMass has a successful content program because: They focused on the consumer, not the patient. They started with existing medically reviewed content from their Consumer Health Library, repurposing to suit their initiatives. They set clear, trackable engagement goals, redefining ROI.

Thank you, for joining me today.