During a recent project, I got a crash course in Healthcare Reform. Not ObamaCare but rather the undercurrent of initiatives causing a major paradigm shift in the industry.
To survive the shift, healthcare entities will have to marry new-school technologies with old-school industry values. And, the key initiatives, when stripped down, are strikingly familiar.
That’s when it hit me: Is Content Marketing experiencing its own form of health reform? As we forge ahead into new opportunities and media, are we realizing a need for a firmer grasp on the values of old?
Let’s look at the similarities more closely.
1. Quality Focus
In Healthcare: Profitability is still a goal but it’ll no longer be achieved just by seeing as many patients as you can. It’ll be about quality service and keeping as much of the population healthy as possible.
In Content Marketing: SEO and SEM are no longer the golden goose. Good content doesn’t just entice as many clicks as possible in an attempt to hock as many widgets as possible – it’s not that selfish. It respects the savvy consumer that wants to be educated and empowered rather than sold to. It strives to solve problems, add real value and create mutually beneficial relationships.
2. Engagement and Relationship Building
In Healthcare: Proactive outreach is replacing periodic visits with the chronic few. There’s a focus on creating stronger relationships between physicians and patients, and engaging patients to be participants in their own health outcomes.
In Content Marketing: “Insights” content like white papers, blogs, worksheets and other resources make connections and add value – especially to B2B relationships. Aimed beyond just winning the immediate sale, Insights content establishes the source as the industry leader, authority or innovator rather than a quick-fix vendor. And it arms prospective clients to be educated partners in their own business solutions.
3. The “Meaningful Use” of Audience Data
In Healthcare: A focus on the “meaningful use” of electronic medical records and technology to provide the best, most comprehensive care possible. The use of timely and relevant patient data also optimizes office visits and helps with preventative care.
In Content Marketing: Smart content strategies begin with audience discovery and persona profiling. It’s no longer just about what they’re searching for and how. It’s about discovering their problems, motivations and sales barriers. And every touch is optimized to begin creating meaningful interactions. [click to continue…]
