End the frustration, confusion, and stagnancy of your hospital & health system content marketing…
I’ve seen too many hospital tech vendors:
- Frustrated and burning out their teams trying to apply methods from other verticals to hospitals & health systems with underwhelming results
- Missing out on RFPs…to better-prepared competitors and prospects who don’t understand what their value prop means for hospitals
- Wasting time chasing the wrong decision makers in the healthcare organization (or approaching the right ones the wrong way)
- Drowning in sunk costs and poor results that reflect negatively on individual marketing professionals
They’ve tried publishing more, investing in expensive new tools, hiring new personnel—but their performance in the hospital & health systems sector continues to lag while pressure from leadership to move in this highly-lucrative industry just gets heavier.
…and it’s because they’re not looking at content from a hospital-specific perspective—something I’ve become a student of over my years in hospital & health system content strategy consulting and creation.
With your Acute Content Rehab Roadmap, we’ll launch your journey toward adapting your approach to content marketing to fit the standards of hospitals & health systems. We’ll work together to build a minimum viable plan that you can execute on immediately (with or without my ongoing support).
We’ll work together to explore your current content marketing inputs, tools, and processes and find effective and creative ways to strengthen content’s role in your value chain—aligning your content practices with what’s proven to work in the hospital & health system space.
Use Cases
- Your content strategy is established in other verticals but you’re new to the healthcare enterprise space and need a strong start.
- Your solution is established in healthcare but you need to launch a content strategy the right and most efficient way.
- Your current approaches to content marketing aren’t producing the results they used to.
- You’re new to your marketing role and need an objective overview of your content creation environment to move forward effectively.
Wondering if ACR: Roadmapping is a good fit for you? If you’re at a level 0-2 on the Gartner Content Marketing Maturity Model, it probably is!
Benefits
- Uncover opportunities to repurpose content and leverage the resources you already have
- Accelerate your journey to your optimal content strategy
- Prevent wasted spend on content, platforms, and initiatives you might not need
- Reduce the opportunity cost of your content strategy
Answer Time- and Budget-saving Questions…
- Is our default strategy/approach to tactics a poor fit for selling into hospitals & health systems?
- Do we need to do more work on developing personas and messaging before we invest in publishing new content?
- Are we expecting the tech to sell itself?
- Is our messaging neglecting key pain points and causing us to miss opportunities to meet hospitals & health systems where they are?
- Is it too early to upgrade our marketing tech stack?
- Do I need to invest in bespoke market research to build effective content or can I work with a study that’s free/low cost?
The ACR Content Roadmapping Process
Your content should be an extension of your value chain—meeting hospitals & health systems where they are and serving as a conduit of your expertise and ongoing learning to position your brand as a critical partner in the eyes of your customer.
Your content roadmap starts with an in-depth, fully remote, 120-question exercise—a deep dive into your inner content processes with the goal of discovering new opportunities to connect with your goals while balancing effort, time, and budget.
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Deep Listening Assessment: We’ll explore how you’re listening to your market, customers, and prospects and find opportunities to translate that into content guidance.
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Value-Based Content Appraisal: We’ll look at your content creation structure, from ideation to publishing, to understand and align your thought leadership, brand content, customer marketing and beyond.
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Platform and Tech Assessment : We’ll review the technology and platforms you’re using to generate the data that keeps your content efficient and effective.
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Systems Check: We’ll look at how everything flows together, from systems, to processes, to personnel.
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Provider Engagement Review: We’ll assess how you’re getting your amazing content in front of hospital leaders and decision makers, including email, conferences, paid media, and more.
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Sales Enablement Evaluation: We’ll walk through Marketing’s connection with Sales to assess how hospital and health system leaders are experiencing your content in the sales process and what level of alignment we need.
ACR Roadmap Deliverables
- Roadmap Deck: This profile and playbook identifies strengths, weaknesses, low-hanging fruit, and provides an easy-to-follow triage report on what you need to adapt today to move on your goals connecting with hospital & health system leaders. (demo deck)
- 6 Followup Sessions: Your ACR roadmap is just the starting point. These sessions will keep you and your team moving forward on your new path to success in enterprise healthcare.
- Progress Options: Need my support or connections in a specific area of application? From writing, to video, to research and PR, you have a wealth of options to work with me and my network of enterprise healthcare-specialized service providers and tools to execute on your newly-minted Acute Content Rehab plan.
The change you’ll experience…
You’ll walk away with confidence and a roadmap in the enterprise provider space—one that will help you hit your big numbers and foster job security and career advancement, reduce stress for your team, and free you up to take on other verticals or responsibilities in healthcare marketing.
Experience…
- Confidence that your content strategy is grounded in the reality of the hospital & health system segment thanks to a foundation of active listening
- A clear path to becoming a well-oiled digital marketing machine that creates leads through high-yield and self-refining conversations with hospital and health system leaders
- Room to take on even more in this complex and high-opportunity space
- The freedom to create results in other verticals and initiatives
- Proof that you’re a transformative and connected marketing master of an incredibly difficult and frustrating space
To get started, grab a slot so we can get to know each other and find out whether we’re a good fit. You can start that process here.
Take a tour of my work with hospital tech vendors…
“We brought Megan in early in the evolution of our content marketing program, largely because she knew the language of hospitals and we didn’t have to translate. She got our email automation program up and running, was instrumental in improving our use of Salesforce, and helped us translate our deep internal knowledge and subject matter expertise into long-term, full funnel content execution.”– Bill Blair, CEO, OiHealth