Chad Johnson Senior Marketing Manager Jeff Zinger Senior Marketing Programs Manager Our Talk About Corepoint Health Marketing outlets Content Workflow amp Performance Lead Gen Traditional Ads ID: 745704
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Slide1
The Case Against ‘Marketing’
Chad Johnson
Senior Marketing Manager
Jeff Zinger
Senior Marketing Programs ManagerSlide2
Our Talk
About Corepoint Health
Marketing outlets
Content Workflow & Performance
Lead Gen – Traditional Ads
Scrapping the Case StudySlide3
About Corepoint Health
Located in Dallas area
80 employees
Corepoint Integration Engine#1 in KLAS 6 straight years
Private, Growing
500 customers, 3,000 more through vendor partnershipsSlide4
Marketing Team
The Boss
The Brains
TweedledeeTweedledumSlide5
Marketing Outlets
WebsitesSlide6
Marketing Outlets
WebsitesSlide7
Marketing Outlets
Collateral – White Papers Slide8
Marketing Outlets
Collateral – Direct MailSlide9
Content Workflow
HIMSS Analytics White Paper & Infographic
Blog post
Infographic
Landing page
Full ReportSlide10
HIMSS Analytics White Paper PerformanceSlide11
Lead Gen - Ads
Collateral – Traditional Advertising
The Health Care BlogSlide12
Lead Gen - Ads
Collateral – Content Marketing Ad Results
Poor Showing
HIT News: $4200
13 submits @ $323
THCB: $1750
2 submits @ $875 perSlide13
Lead Gen: HIMSS15
HL7 FHIR at HIMSS15
Ads
Pre-show postcardSlide14
HL7 Content Marketing
HL7 FHIR White Paper & Webinar
Ads and posts directed to White
Paper
Hubspot
landing page
HIMSS attendee mailing directed to May webinar, in processSlide15
Scrapping the Traditional Case Study. Why?
Bureaucracy Internal Politics and Policies
The Approval Process “Black Hole”Poor PerformanceSlide16
Poor PerformanceSlide17
Poor Performance
May 1, 2014 – May 1, 201537 Customer Case Studies: 1,313
views7 “New style” Customer
Q&A Blogs: 2,306 viewsSlide18
Scrapping the Case Study
Proof in the numbers: 2,306 views
Anne Arundel Medical
CIRA
Providence*
Boca Raton
Halifax
Frederick
Dallas Children’s*Slide19
Blog Q&A: Eliminates Barriers for Participation
Case Studies can be seen as an official endorsementCase Studies may need to be approved by the marketing department at the subject’s organization
Approval is often needed by executives within an organization… and they can be difficult to reachSlide20
Example 1: Dallas Children’s Hospital
Would not have happened as a formal marketing pieceRestricted usage… but served its purposeSlide21
Example 2: Anne Arundel Medical Center
HIT Key Word Nirvanaathenahealth
EpicConnecting many hospitals to oneYes! Epic and athena
can play nice.Slide22
Example
3: Anonymous
Largest customer
Never allowed to participateTakeaway: Large IDNs use Corepoint HealthSlide23
All TogetherSlide24
The End
Path of least resistanceNew possibilities for the marketerPositive momentum for the customer and for you
Another way to make a customer happyEveryone winsSlide25
Contact Us
Chad Johnson@Ochotex
chad.johnson@corepointhealth.comJeff Zinger
@jdzingerjeff.zinger@corepointhealth.com