CONTENT MARKETING The Power ofIN Change HEALTHCARE 1 AGENDA Welcome & Shift Happens Overview of Hearst Texas & Healthcare Solutions Market Overview & Media Trends Content Marketing Industry Examples Happy Hour & Questions VISITOR 2 TITLE HEARST FOOTPRINT We are, where they are. A look at Hearst, nationally. Broadcast Stations 14.WDSU-TV New Orleans, LA 28.WVTM-TV Birmingham, AL 42.Edwardsville Intelligencer Edwardsville, IL 1.KCCI-TV Des Moines, Iowa 15.WESH-TV Orlando, FL 29.WXII-TV Greensboro/Winston-Salem, NC 43.The Hour Norwalk CT 2.KCRA-TV Sacramento/Stockton/ Modesto, CA 16.WGAL-TV Lancaster, PA 30.WYFF-TV Greenville-Spartanburg, SC 44.Huron Daily Tribune Bad Axe, MI 45.Laredo Morning Times Laredo, TX 3.KCWE-TV Kansas City, MO 17.WISN-TV Milwaukee, WI Newspapers 46.Manistee News Advocate Manistee, MI 4.KETV Omaha, NE 18.WJCL-TV Savannah, GA 47.The Middletown Press Middletown, CT 31.SFGATE San Francisco, CA 5.KHBS-TV/KHOG-TV Fort Smith/ Fayetteville, AR 19.WKCF-TV Orlando, FL 48.Midland Daily News Midland, MI 32.SF Chronicle San Francisco, CA 6.KMBC-TV Kansas City, MO 20.WLKY-TV Louisville, KY 49.Midland Reporter-Telegram Midland, TX 33.Houston Chronicle Houston, TX 50.New Haven Register New Haven, CT 7.KOAT-TV Albuquerque, NM 21.WLWT-TV Cincinnati, OH 34.Times Union Albany, NY 51.The News-Times Danbury, CT 8.KOCO-TV Oklahoma City, OK 22.WMOR-TV Tampa-St. Petersburg, FL 35.San Antonio Express San Antonio, TX 52.Plainview Daily Herald Plainview, TX 9.KQCA-TV Sacramento/Stockton/ Modesto, CA 23.WMTW-TV Portland-Auburn, ME 36.Beaumont Enterprises Beaumont, TX 53.The Pioneer Big Rapids, MI 10.KSBW-TV Monterey-Salinas, CA 24.WMUR-TV Manchester, NH 37.Connecticut Post Fairfield, CT 54.The Register Citizen Torrington, CT 11.WAPT-TV Jackson, MS 25.WPBF-TV West Palm Beach, FL 38.Stamford Advocate Stamford, CT 12.WBAL-TV Baltimore, MD 26.WPTZ-TV Burlington, VT/ Plattsburgh, NY 39.Greenwich Times Greenwich, CT 40.CT News Times Fairfield, CT 13.WCVB-TV Boston, MA 27.WTAE-TV Pittsburgh, PA 41.Seattle PI Seattle, WA HEARST TEXAS HEALTHCARE DIVISION Content Creation Native Advertising Content Marketing Story Hosting & Syndication Content Sponsorships Search Video Mobile Print ROP Paid Search - SEM YouTube Targeting App Targeting Special Initiatives Organic Search - SEO Pre-Roll Network Mobile Display Targeting Community Newspapers Search Retargeting In Banner video Video CTV/OTT Geo-Fencing Display Other Solutions Native Ad Units Email Marketing Social Media Reputation Management Video Retargeting Targeted Geo / Demo Retargeting Photography Dynamic Retargeting Targeted by Select / Interest Dynamic Retargeting Creative Contextual Targeting Email Re-targeting Social Targeting Custom Web Builds Behavioral Targeting Sponsored Newsletters Social Media Management Geo / Demo Targeting E-commerce Platform Premium Site Targeting Podcasts 5 TITLE DISTRIBUTION OF HEALTH CARE COMPANIES' MARKETING BUDGETS IN THE U.S. IN 2017, BY CHANNEL CHANGE IN ADVERTISING SPEND IN THE US BY MEDIUM SALES REPRESENTATIVES 17 PROFESSIONAL MEETINGS/CONFERENCES 14.8 DIGITAL 11.6 SALES MATERIALS 9.7 CONTENT DEVELOPMENT 8.8 WEBSITES/MICROSITES 7 OUTDOOR 4.6 DIRECT MARKETING 6.7 PAID DIGITAL ADVERTISING 5.4 SOCIAL MEDIA 4.9 TOTAL 3.7 PAID TRADITIONAL ADVERTISING (PRINT/TV/RADIO) 4.8 PUBLIC RELATIONS (EARNED MEDIA) 4.7 TV -3 SEARCH ENGINE OPTIMIZATION 4.1 VIDEO 3.1 ADVOCACY RELATIONS 2.9 RADIO 5.9 SERVICES/BEYOND-THE-PILL OFFERINGS 2.4 YEAR ON YEAR GROWTH POINT OF CARE 2 Source: Statista TITLE Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. - Content Marketing Institute A fish by any other name: advertorial, native advertising, sponsored content. TITLE Healthcare and wellness are personal topics that CONTENT MARKETING STRATEGY OVERVIEW generate high search and engagement volume Why content marketing Differentiation and sophistication needs to be a part of Patients are looking for content that is educational, not self-promotional your marketing mix. Budgets for content marketing are increasing, because it works 82% brand lift attributed to native Conversion rates are 6x higher, forming a solid advertising foundation for connections with potential patients Add value to the patient experience 11 Sources: https://www.evariant.com/blog/statistics-guide-your-2018-healthcare-marketing-budget | https://www.mdconnectinc.com/medical-marketing-insights | https://intrepy.com/29-healthcare-marketing-statistics-2018/ | https://insights.newscred.com/healthcare-content-marketing-3/ CREATING A CONTENT MARKETING STRATEGY Determine the Goal Define an Audience Design the Content Deliver the Message Content marketing Content powers the Content builds brand Deliver your content to success can take many consumer journey. awareness, loyalty and your target through forms. Identify the Identifying your target ultimately how people feel strategic placements and problem that needs to be audience allows you to about your brand. A content amplification solved and the goals your create stories that resonate clearly designed approach strategy that’s both organization wants to and make a true connection is key to making an scalable and optimizable. achieve. generate results. authentic connection. Things to Consider: Long-form content performs better, across all platforms Visual content is key Document and plan which topics you want to own as thought leaders 12 TITLE CONTENT MARKETING BUDGET BREAKDOWN Measurement 10% Content Creation 32% Other 66% 13% 66% of marketers say being able to produce engaging, well-designed visual content consistently is their biggest Strategy/Management struggle. 18% Distribution & Promotion 27% Source: Target Marketing TITLE Awareness Conversion PATIENT JOURNEY Conversions start with education. Hearst Texas offers brands the ability to tell their story to their target consumer through different custom content solutions and visual story telling products at any point in the patient journey. Less interactive More Interactive TITLE Sharing CUSTOM CONTENT Traditional Advertorial: Slideshows Editorial Did you know that your audience consumes an average of 11 pieces of content about a brand or subject before they make a decision? We will work with your brand to create content that matters. • Stylized in the look and feel of our editorial platforms Video • Visual story telling elements: Slideshows, Videos, Images, Infographics Real-Time Polls • Related content to deepen brand relationship • Interactive elements to engage reader: Social feeds, live polls, RSS feeds, booking modules Real-Time Social Related Content TITLE INTERACTIVE CONTENT Overview. Benefits. Requires the participants’ active engagement 1. Captures reader attention and generates a personal outcome Content to — more than simply reading or watching. In 2. Further differentiates your brand and cuts through the noise return for that engagement, participants 3. Increases engagement, conversions & quality leads receive real-time, hyper-relevant results they 4. Reusable value, resulting in retained patients and brand exposure Experience care about. CONTENT AMPLIFICATION Reach. Through a sophisticated distribution strategy and network Hearst Texas drives readership and engagement for every piece of content we create. 17 TITLE Targeting Tactics HEARST O&O FOOTPRINT CONTENT AMPLIFICATION GEO-FENCE TARGETING SOCIAL MEDIA EVENT TARGETING Targeting based on your location and Facebook Demographic, Facebook Life your competitor’s locations Event, Facebook Interest Connecting throughout the CATEGORY TARGETING DEVICE TARGETING Targeting on sites with content Mobile, tablet and desktop patient journey. relevant to your industry. Getting your message to the right audience. GEO TARGETING DEMO TAREGTING Targeting terms relevant to the Gender, age, location, languages All content created by Hearst Texas includes a promotional plan, which local community. known, annual income, parental allows our partners to reach their desired audience in contextually relevant status etc. environments. We leverage premium inventory, social, proprietary data, and optimization technology across all platforms to maximize engagement. BEHAVIORAL / A combination of targeting tactics is customized to each program to ensure READER RETARGETING CONTEXTUAL TARGETING engagement with the desired reader. Targeting users who have previously Targeting users from an visited your website as they surf the web. existing database. DATA & ANALYTICS INSIGHTS. Element – level targeting and a robust data and analytics platform helps brands garner insights for current and future marketing initiatives. 19 TITLE DATA & ANALYTICS HEARST O&O FOOTPRINT Key Performance Indicators. Scroll depth Exposure Time spent on story Placement performance Social shares Engagements 89% 91% 89% of marketers ranked improving the 91% of marketers felt they didn’t have ability to measure and analyze the insights needed to make future marketing impact as a top priority when content decisions or to determine if a thinking about content initiatives. content campaign was a success. OUR WORK Examples Hearst Texas provides true end to end solutions for our brand partners. Here is an overview of what we’ve done. 21 TITLE Dental Medical Technology Impressions Impressions 1,329,783 2,475,635 Time Spent Time Spent 3:05 4:02 Engagements Engagements 13,764 9,855 Scroll Depth Scroll Depth 66% 82% TITLE