Content Marketing in Healthcare
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LinkedIn Elevate Helps Empower Employees To Share Content

LinkedIn Elevate Helps Empower Employees To Share Content | Content Marketing in Healthcare | Scoop.it

"...lots of companies share content on social and professional networks to attract talent, and market and sell their products and services. But relatively few companies recognize that when they empower their employees to be social professionals, they not only change the trajectory of their employees’ careers, they change the trajectory of their businesses as well."


Via Peg Corwin
C. Todd Livengood's insight:

Building loyalty should be every company's goal and building trust is an essential element. It should be easy to understand that people connect with people more than with companies, so it should follow that companies need to enable their employees to make those connections.

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Peg Corwin's curator insight, April 19, 2015 11:44 AM

Content curation will soon be expedited with a new Linkedin company app.

Peg Corwin's curator insight, April 19, 2015 11:45 AM

Linkedin's new company app will compete with curation tools like Scoop.it.

George Schildge's curator insight, April 20, 2015 8:21 AM

How do you empower your employees to use social media?

Content Marketing in Healthcare
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Social media for hospitals and health systems [best practices]

Social media for hospitals and health systems [best practices] | Content Marketing in Healthcare | Scoop.it
Learn about the latest social media best practices for hospitals and health systems and start to craft your own content and social media calendars.
C. Todd Livengood's insight:
A guide to building a social media marketing plan for your organization and engaging your physicians and staff.
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Hospital's Hot Car Livecast Heats Up Media Interest

Hospital's Hot Car Livecast Heats Up Media Interest | Content Marketing in Healthcare | Scoop.it
Even on an overcast day, an Ontario hospital group drew record viewership for a Facebook Live broadcast about the dangers of leaving kids in hot cars. Best of all, TV loved it.
C. Todd Livengood's insight:
"If you figured there’d be little interest in watching a doctor sweat, you’d be wrong. Some 53,000 viewers have tuned in for a Facebook Live broadcast by Hamilton Health Sciences’ Dr. Anthony Crocco, chief of pediatric emergency medicine at McMaster Children’s Hospital."
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How Google is Changing Healthcare Marketing

How Google is Changing Healthcare Marketing | Content Marketing in Healthcare | Scoop.it
Yet it’s challenging for practice managers and healthcare marketers to keep up with all the changes occurring in Google search algorithms, mobile technologies and consumer expectations around patient experience. In fact, without technology, it’s nearly impossible. 

Let’s examine some of the major changes and why managing your online reputation and presence is an essential strategy for healthcare marketing moving forward.
C. Todd Livengood's insight:
"Successful healthcare providers will take advantage of consumer access to mobile capabilities by providing the information they’re looking for in a mobile-friendly format and paying attention to ranking factors that boost their position in Google search results."
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How To Overcome Consumer Disdain For Intrusive Healthcare Marketing

How To Overcome Consumer Disdain For Intrusive Healthcare Marketing | Content Marketing in Healthcare | Scoop.it

Marketers know that they have to cut through noise to reach consumers, but how far is too far? Barraging consumers with intrusive marketing messages can be more damaging to your brand than a lack of awareness.

C. Todd Livengood's insight:
Avoid the "creepiness factor" in healthcare marketing to maintain the much needed trust in this complicated relationship.
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The Importance of Content Marketing in 2017 and Beyond

The Importance of Content Marketing in 2017 and Beyond | Content Marketing in Healthcare | Scoop.it
You must have heard the phrase content is king. Now, that may well be a marketing buzzword but this year and beyond, it’s a statement that has never been more relevant. In a world where consumers a…
C. Todd Livengood's insight:
Still not convinced? You are among a quickly disappearing segment as more than 90% of companies are now leveraging the power of content.
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Sanjana Singh's comment, July 4, 8:00 AM
You have picked the right topic. In today's time digital marketing is more or less dependent mainly on content marketing and this scenario will be very true with the coming time. In 2018-19 content marketing is going to take a new form. This will be more appropriately understood with the help of an Infographic: http://www.techmagnate.com/blog/content-marketing-trends-2018/
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Predicting Patient Behavior to Boost Healthcare Marketing

Predicting Patient Behavior to Boost Healthcare Marketing | Content Marketing in Healthcare | Scoop.it
Understanding and predicting patient behavior helps marketers develop accurate, effective messaging that clearly communicates the value and purpose of a product.
C. Todd Livengood's insight:
Understanding the patient in this way enables the marketer to consistently deliver the correct content at the correct time; and ultimately boost patient satisfaction and positive outcomes.
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Are you reaching all of your patients in the digital age?

Are you reaching all of your patients in the digital age? | Content Marketing in Healthcare | Scoop.it
As health care technology expands, medical practices can take steps to focus on accessibility.
C. Todd Livengood's insight:
Technology can and does offer access to content by everyone, regardless of (dis)ability.
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Smart Content Marketing Tips for Healthcare Practices

Smart Content Marketing Tips for Healthcare Practices | Content Marketing in Healthcare | Scoop.it
Get active online, be clear with your message and obsess over use experience.
C. Todd Livengood's insight:
"When it comes to healthcare practices, focus on being a trusted source of information and offering transparency through social media platforms and informative content."
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10 ways healthcare companies are testing Instagram

10 ways healthcare companies are testing Instagram | Content Marketing in Healthcare | Scoop.it
Pharmaceutical and healthcare companies use a mix of corporate and brand accounts on Instagram, and some are turning to celebrity influencers.
C. Todd Livengood's insight:
Look for influencer marketing tactics.
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The Need For A Holistic And Custom-built CRM In Healthcare

The Need For A Holistic And Custom-built CRM In Healthcare | Content Marketing in Healthcare | Scoop.it

"While healthcare has traditionally been slower to adopt technology focused on improving consumer engagement, it’s quickly becoming apparent that consumers are expecting the same experience they receive from the retail and hospitality industry when they’re making health care decisions."

C. Todd Livengood's insight:
"...provider organizations must implement innovative tools that gather the right information to provide value and improve the healthcare consumer experience — capabilities at the heart of CRM."
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The Power of Consumer Stories in Digital Marketing

The Power of Consumer Stories in Digital Marketing | Content Marketing in Healthcare | Scoop.it

"New research finds that sharing consumers’ positive stories about a brand can be a highly effective online marketing strategy."

C. Todd Livengood's insight:
"Increasingly, the locus of power in the digital marketplace is moving from the brand itself to a combination of the brand and the consumer."
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Build Successful Influencer Marketing Campaigns

Build Successful Influencer Marketing Campaigns | Content Marketing in Healthcare | Scoop.it

"Achieving an effective influencer marketing campaign requires a thoughtful process for planning and execution. Finding the right influencers to work with your brand is just one step in that process."

C. Todd Livengood's insight:
"Ensuring that influencers create content that has the potential to move consumers to action is where a smart plan is required."
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The Future of Healthcare Marketing: Lessons for All Marketers

The Future of Healthcare Marketing: Lessons for All Marketers | Content Marketing in Healthcare | Scoop.it

"Changes in healthcare marketing have much in common with the shifts B2B marketers across industries have experienced in recent years. So there's plenty B2B marketers can learn..."

C. Todd Livengood's insight:
"With so many options for consumers to get health information (both credible and questionable), it's key for healthcare marketers to prove to potential patients that they are trustworthy."
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Healthcare Marketing: Impacting Lives And Building Engagement | Forbes

Healthcare Marketing: Impacting Lives And Building Engagement | Forbes | Content Marketing in Healthcare | Scoop.it
Strong healthcare communications have the potential to change or save lives.
C. Todd Livengood's insight:
"Whether you are part of a large signature health system or a small practice, you must assume a leadership role. Your publics are not only looking for you to lead but to inspire them to take action."
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An Introduction to Educational Content for B2B Healthcare Marketing

An Introduction to Educational Content for B2B Healthcare Marketing | Content Marketing in Healthcare | Scoop.it
The B2C side of healthcare marketing is full of great educational content. Why does B2B healthcare marketing underestimate its importance?
C. Todd Livengood's insight:
"We all know that retaining customers is cheaper and more profitable than going after new ones, so it makes sense that businesses should be working to build and maintain the best relationships possible with their existing buyers. One of the best ways to do that? Keep them educated."
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3 Ways to Use Inbound Marketing in Healthcare Industry Campaigns

3 Ways to Use Inbound Marketing in Healthcare Industry Campaigns | Content Marketing in Healthcare | Scoop.it
If you are ready to take the leap, there are three different ways to use inbound marketing in healthcare industry campaigns.
C. Todd Livengood's insight:
"...get a few wins where you can before biting off more."
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Survey: 43% of marketers say 75% of their content isn't being consumed

Survey: 43% of marketers say 75% of their content isn't being consumed | Content Marketing in Healthcare | Scoop.it
Enterprise survey shows big gap between awareness and execution.
C. Todd Livengood's insight:
Marketers need to better align content with their audiences (personas) to avoid this "black hole" of inefficiency and ineffectiveness.
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7 Content Marketing Must-Haves for Healthcare Marketers

7 Content Marketing Must-Haves for Healthcare Marketers | Content Marketing in Healthcare | Scoop.it
Healthcare marketers, make your content marketing more compelling with these tips on types and styles of content to add to your strategy.
C. Todd Livengood's insight:
Is your content addressing the full spectrum of needs of an often vastly diverse audience?
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Help your doctors realize the power of social media

Help your doctors realize the power of social media | Content Marketing in Healthcare | Scoop.it
Try a conversational approach to convince your medical pros that they should be blogging and otherwise building an authoritative presence online.
C. Todd Livengood's insight:
Leveraging the 'physician ego' can result in greater participation in social media.
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5 Healthcare Organizations That Make the Most of Social Media

5 Healthcare Organizations That Make the Most of Social Media | Content Marketing in Healthcare | Scoop.it
Busy medical professionals and communicators must diligently and consistently polish their brand’s online presence.
C. Todd Livengood's insight:
Real world examples of how social media is being cleverly leveraged in healthcare.
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How Content Reaches a Constantly Connected Audience [infographic]

How Content Reaches a Constantly Connected Audience [infographic] | Content Marketing in Healthcare | Scoop.it
People now consume digital content at home, at work, en route to a store. And not just via stationary computers but mobile devices that we carry and wear. See how content now reaches audiences.

Via Jessica Kelly
C. Todd Livengood's insight:
Emerging technologies are changing how content reaches us.
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Jessica Kelly's curator insight, June 1, 6:46 PM
"To see more details about emerging technologies that are changing the way content reaches consumers, check out the infographic."

I did. It was worth the scan.
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19 Tools for Content Promotion in 2017

19 Tools for Content Promotion in 2017 | Content Marketing in Healthcare | Scoop.it
Get more from the content you already produce by expanding your content promotion. Here are 19 tools – many free – to help – Content Marketing Institute
C. Todd Livengood's insight:
If content falls in a forest and no one is around, is there an impact?
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The Seismic Shakeup in Healthcare Marketing: Are You Ready?

The Seismic Shakeup in Healthcare Marketing: Are You Ready? | Content Marketing in Healthcare | Scoop.it

"Today, with the interconnectivity between patients and providers, marketing's new role is to effectively personalize the health narrative."

C. Todd Livengood's insight:
"...with the possibility of ubiquitous interconnectivity between patients and providers, marketing's new role is to create an effective, enduring and personalized health narrative that speaks directly to each customer's unique needs—delivered fluidly and seamlessly across a multiscreen, multidevice world."
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How Will Virtual Reality Change The Healthcare Industry?

How Will Virtual Reality Change The Healthcare Industry? | Content Marketing in Healthcare | Scoop.it
How Will Virtual Reality Change the Healthcare Industry? This question was originally answered on Quora by Roland Katona.
C. Todd Livengood's insight:
"...healthcare is one of the “hottest” industries, where Virtual Reality is rapidly hitting a place for itself."
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The State of Healthcare Content Marketing in 2017

The State of Healthcare Content Marketing in 2017 | Content Marketing in Healthcare | Scoop.it

Most hospitals and healthcare systems use content marketing, and social media content is what they produce most. But many say it's only somewhat effective in achieving business goals. See the study.

C. Todd Livengood's insight:
"This report was based on data from a survey of 101 healthcare marketing executives who work for hospitals and health systems of various sizes in the United States."
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Influencer Marketing (Top Trends)

Influencer Marketing (Top Trends) | Content Marketing in Healthcare | Scoop.it
Influencer marketing involves marketing products and services through those who have an effect over the things other people buy. This market influence generally stems from an individual’s exper…
C. Todd Livengood's insight:
An inherent trust in "people" over "corporations" when it comes to financial decisions has fueled an explosion in interest in influencer marketing. Consumers are leveraging technology (e.g., ad blockers, rss, etc.) to filter a narrowing stream of information to their attention and their "influencers" are a core component.
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