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

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

3. 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.

5. 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

6. Rewriting Humpty Dumpty’s Story

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

8. How can a small marketing team maximize their digital efforts?

9. 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.

10. How are other industries doing it?

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

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

13. 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

14. “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” “

15. Content Creation Repurposing what you have.

16. Omnichannel Approach E-newletters and Website Content

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

18. 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.

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

20. 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

21. 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.

22. Thank you, for joining me today.