On April 10, we hosted a webinar about the power of personalized content in healthcare, joined alongside by Jason Oakley, the Product Marketing Manager from Uberflip. In this webinar, Kyle and Jason discuss the changing healthcare industry and how marketers must adapt to these changes with various personalized content tactics. Here are the answers to the questions asked in the webinar.
How have you seen healthcare organizations personalize healthcare while remaining PHI (Protected Health Information) compliant?
Kyle: That’s a great question! Our clients actually don’t use PHI for their marketing (they don’t use patient data or information), but rather they look at online marketing behaviors. We look to see whether users and patients are opting-in or self-identifying with information and then personalize that experience for them. Consent and opting-in are key parts of this, even more so with GDPR happening overseas and seeing this in California as well. Personalizing content based on self-identified online behaviors is the key.
Who should own content experience and creation within an organization?
Jason: At Uberflip, we do have a director of content experience, but we often see this ownership amongst those in demand generation. Demand generation has that close relationship to those in sales and other customer engagement teams. This ownership definitely tends to be seen on the marketing side, but regardless of who it is, there should be someone owning content experience within the organization. They are looking at all the different touchpoints of the customer journey and the ways customers are engaging with content. This person will spearhead this framework and own the process, making it consistent across the board.
for the Ortho Service Line Case Study, how long did it take to create the content and how did you decide which types of content to create before launching the campaign?
Kyle: For this client, we were fortunate that they had a content log, so they had a lot off content to pull from this to launch the project and move the timeline along very quickly. We mostly created the marketing assets (landing pages, emails, automation, etc.); this made the timeline much shorter for launching. Healthcare clients, however may have hold ups with both legal and clinical approval for content so keeping this in mind when planning your timeline is key.
For deciding the types of content to create, we do a content inventory to see what exists and from there we look at who we are trying to market to and those personas. Lastly, we do a gap analysis and see what we have and what we need to create to fulfill customer needs.
What is the best place to start with creating personalized content?
Jason: A lot of times you may have the content you already need, but you need to understand where everything lives and you need to do an audit. A content audit is what I first suggest, audit everything you have, see what needs tweaking, and see where everything lives. Do that audit, and think about the taxonomy of how you organize it, what platform or spreadsheet you use to organize this. This will help you create your content library.
What type of content should you include in an audit?
Kyle: So we start by looking at what kind of content already exists for that client; if this is a healthcare client than starting by looking at their healthcare content including, clinical specific information, what information we have on our physicians and locations, etc. Then look at what marketing content we already have, even if this information is dated, in order to potentially leverage this information. We use a framework to stay aligned with personas, patient journey, etc. Essentially, find as much information as you can and refine this in order to truly understand where your client is at with their current content.
Jason: Agreed, when you’re doing an audit you want to think about everything; think about the customer journey and those interaction points. From the Sales team to the Marketing team, there is content that may be missed between both, but an audit can bring all of that content information forward.
Thanks again to Jason Oakley for joining us in this webinar!