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

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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

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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.

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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.

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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.

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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

How-to Women’s Health

Impressions Impressions 1,294,803 3,776,931

Time Spent Time Spent 3:20 3:35

Engagements Engagements 7,977 7,600

Scroll Depth Scroll Depth 91% 64% TITLE Doubled New 600% Increase in CUSTOMER SUCCESS STORY Patient Consults Print Call Volume Mini Dental more than doubled its new patient initial Seasonal print advertisements in the Express-News consults during its marketing campaign with Express-News. Sunday edition drove significant spikes in call volume. San Antonio Mini Dental Implant Center

Healthcare / INDUSTRY

Converse, TX / LOCATION “My marketing promotions through print and online services with the Dr. Oluwadara / DDS San Antonio Express-News more than doubled our monthly patient traffic and new-patient consults. We couldn't be happier with the results!”

DR. OLUWADARA | DDS

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Distribution Outlets CONTENT OWNERSHIP & EXTENSION DEDICATED EMAIL NEWSLETTERS Email marketing content with video has Newsletter readers spend a 300% increase in click-through rates 80% more time on the site. Make your that emails without. content work for ON – AIR DIRECT MAIL Baby Boomers make up 50% (76mm) Direct mail marketing garners of the US pop. and control 70% of all a 37% higher response rate you. disposable income. than email.

It’s your story, share it. All of the content created by PRINT PLACEMENTS VIDEO PLATFORMS Hearst Texas is created for you, by us. We give you Omnichannel strategies drive an 80% Distribution and syndication to each piece of content developed as well as all of the higher rate of store visits. desired audiences with guaranteed creative assets to run across other outlets in your viewership. marketing mix.

COMPANY WEBSITE SOCIAL PLATFORMS The most successful content campaigns are Having a video on your landing page Armed with visual content, studies show integrated across all marketing, advertising and pays off. In one study, it boosted that you can grow your social media sales initiatives. Almost 60% of marketers reuse conversion rates by 86% following and subscribers by 37% content two to five times.. TITLE Questions?

Thank You for your attention! Please see our in-house healthcare marketing specialists for more information!

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