The Ins and Outs of Healthcare Content Marketing: A #CMWorld Twitter Chat with Chris Seper

SeperContent marketing in the healthcare industry– and as we learned, especially in the pharmaceutical space– can be be tricky. But, there is a lot you can do.

A special thanks to Chris Seper who joined Joe Pulizzi for our most recent #CMWorld Twitter chat. They provided insights into everything from how to get stories from patients to companies that are doing this well. If you’re marketing in healthcare, this transcript will certainly give you some ideas.

Even better, join Chris and other like-minded individuals at the Content Marketing World Health Summit on September 12 in Cleveland, Ohio.

 

Q1: Let’s get started! What is the biggest difference between healthcare content marketing and other industries?  #CMWorld

A little hubris first. Healthcare content marketing is more important than any other form of content marketing today. #hcmktg #cmworld

chrisseper

 

It’s critical b/c unlike other kinds of content marketing there is a direct revenue metric: wellness, re-admissions, etc. #cmworld

chrisseper

 

Healthcare content will change medical adherence & patient engagement. Those are hallmarks of #hcr. #hcmktg #cmworld

chrisseper

 

I just don’t see the direct and hard ROI in other fields. And, of course, good healthcare content means healthier people. #bigdeal #cmworld

chrisseper

 

A1: I always thought the regulations were the biggest difference, but Financial is much worse than healthcare (I’ve been told) #cmworld

JoePulizzi

 

@chrisseper does regulation play any effect on your cm efforts and types of content? #CMWorld

pebenr

 

@JoePulizzi What regulations do you have in mind? #cmworld

NenadSenic

 

Regulations are used by bad marketers to avoid getting things done. Lots of opportunities if you want to find a way. @JoePulizzi #cmworld

chrisseper

 

@chrisseper I bet with all the Obamacare myths/facts out there, hc content needs to even be more tight. #cmworld

SusynEliseDuris

 

@JoePulizzi #cmworld The only sector with a legit gripe around regulations are the pharma folks. They’ve got a challenge. #hcmktg

chrisseper

 

A1 it has a compliance aspect (like FiSvc) but can have a great service journalism component too #cmworld

SFerika

 

@NenadSenic Check out this post on creating content in regulated industries http://t.co/zg3QzapXRu #cmworld

JoePulizzi

 

In other sectors you have agencies being built. In healthcare you have tech companies & beyond that integrate content marketing. #cmworld

chrisseper

 

@chrisseper @JoePulizzi can you share some examples about getting things done the rt way? #CMWorld

pebenr

 

Perfect example of biz being built w/ content marketing in healthcare: @patientpoint. Like this biz a lot. EMR + #hcmktg & content #cmworld

chrisseper

 

Cleveland Clinic launched their health hub by just getting all parties (including compliance) to agree on what should happen #cmworld

JoePulizzi

 

Yep. HIPAA is huge and I am sure it really is like surgery to craft meaningful yet appropriate content. #cmworld

SusynEliseDuris

 

@joepulizzi Sadly, that’s the exception and not the norm with Healthcare ;-( Lots of fear controlling the space #CMWorld

lttlewys

 

A1: healthcare is incredibly broad. What’s your audience & what’s the type of info you wish to provide? Many angles to arrive from. #cmworld

consected

 

A1. Well, we can hope that it’s all about stating accurate facts rather than simply making a product look juicy #CMWorld

Travelphotogiri

A1: healthcare content marketing is at the center of the debate on privacy versus radically transparent info #cmworld #hkmtg

jonathanblank

 

Q2: How can healthcare companies mine their heavily-regulated customer data to provide stories and content? #CMWorld

 

This isn’t meant to sound trite, but it’s direct: Patients want to tell their stories. Ask them. #cmworld

chrisseper

 

@CMIContent #cmworld Also, #hcmktg teams should be thinking about how to integrate content into EMRs to help with adherence.

chrisseper

 

@CMIContent #cmworld Marketing in the doctor’s office at point of contact!

chrisseper

 

@CMIContent What exactly do we have in mind by healthcare companies? Pharmaceuticals, hospitals, pharmacies, all of the above? #cmworld

NenadSenic

 

#cmworld But let’s go beyond that. FORGET the regulated data (jump over it). Go to social media.

chrisseper

 

Customers drive content, no matter the industry. MT @chrisseper Patients want to tell their stories. Ask them. #cmworld

SusynEliseDuris

 

@consected Absolutely…defining the goals of the #contentmarketing initiative is first and foremost. #cmworld

JoePulizzi

 

A2: Think like journalists. No shortage of healthcare content in the news. Always someone willing to tell a great healthcare story #CMWorld

SamBrennand

 

All of the above – though I’m focusing on providers. MT @NenadSenic: What exactly do we have in mind by healthcare companies? #cmworld

chrisseper

 

Patients are sharing their stories on YouTube, Twitter, Pinterest & beyond. They want to share. #cmworld #hcmktg #hcsm

chrisseper

 

@chrisseper What are you seeing best practices with approval processes (to get customer stories)? #cmworld

JoePulizzi

 

If patients see you as a partner in sharing that story, they will emote w/ you. And that goes beyond hospitals to pharma & more. #cmworld

chrisseper

 

@chrisseper I disagree… keep the regulated data, jump into SoMe to open, start & facilitate the conversation. People want facts #CMWorld

lttlewys

 

A2: no need to mine data for healthcare marketing stories. Providers should already know their audience, specialties & successes #cmworld

consected

 

@chrisseper Are patients sharing their stories through a company or independently? #CMWorld

michelelinn

 

When I edited a mag for a medical center, most wanted were testimonials by patients who went through laser surgeries. #cmworld

NenadSenic

 

@michelelinn Most are sharing independently and spontaneously. But Sharing Mayo Clinic is a good blog.  #cmworld

chrisseper

 

@JoePulizzi @chrisseper yes and how does the benefits/challenges of HIPAA play into that? #cmworld

SusynEliseDuris

 

@chrisseper @lttlewys – social media, stories & facts: not sure about those words together. But you do get nice soundbites! #cmworld

consected

 

Are patient stories subject to regulations too? #cmworld

SueBrady

 

A2: Mining co. data is as useful as mining search data. The former helps inform content for loyalty and the latter for purchase #cmworld

jonathanblank   

 

A2. Print is as powerful a medium as any, still. #CMWorld

Travelphotogiri

 

Agreed. St. Agnes Hospital in B’more is doing it!! RT @travelphotogiri A2. Print is as powerful a medium as any, still. #CMWorld #cmworld

Predsicker

 

A2: As @chrisseper already noted, head to the office. When was the last time you didn’t pick up a magazine in the waiting room? #CMWorld

SamBrennand

 

 

Q3: Healthcare content marketing doesn’t always need to be digital; in fact print is alive in industry. What are good examples? #CMWorld

 

@CMIContent #cmworld This is all about knowing your customer. At least year’s #cmworld Health, @leeaase mentioned senior publications.

chrisseper

 

Good content? I have also loved what Blue Shield, Kaiser, Stanford and Cedars-Sinai do – give me info I can use.  #cmworld

SusynEliseDuris

 

A3: Magazines, literature given to patients… People want reading material to take home, when they are less overwhelmed #CMWorld

lttlewys

 

A3: Vim and Vigor Magazine (http://t.co/wGOPnP28fy) is a great example of print in the healthcare industry #CMWorld

lucasmillerwsu

 

@consected @lttlewys Agreed. But soundbytes are the beginning of getting that story! #cmworld

chrisseper

 

Vim and Vigor print magazine has been successful circulated in hospitals around N America for a long time http://t.co/pBXvK6daoq #cmworld

JoePulizzi

 

@lttlewys #cmworld. Have people seen the trend of health system and others sending home tablets with patients?

chrisseper

 

Here it is: http://t.co/jS6OnwwugD #cmworld

NenadSenic

 

@consected The facts are there… from a trusted source, opening the convo to discuss them is important @chrisseper #CMWorld

lttlewys

 

Later they added online channels. #cmworld

NenadSenic

 

Even though it’s a more traditional media model, WebMD magazine is a great print + digital model for follow #cmworld

JoePulizzi

 

Trend I like. Tablets home with patients that unlock rewards (functionality) by reading content & medical adherence. #hcmktg #cmworld

chrisseper

 

@chrisseper Really?? That’s awesome! I have all my med records in a chip under my skin, Any Med center with sys can access #CMWorld

lttlewys

 

I don’t think print if dying in #hcmktg. But I think ROI expectations are going up up up up. #cmworld

chrisseper

 

@JoePulizzi I’m surprised a healthcare giant hasn’t scooped up WebMD yet as a content arm #CMWorld

SamBrennand

 

@jonathanblank #cmworld I think the NSA has taken the heat off #hcmktg & moved it to the tech guys!

chrisseper

 

@chrisseper Do you think that new Obama Care rules make more need for #contentmarketing efforts? #cmworld

JoePulizzi

 

I don’t think I have seen a healthcare system as on board digitally as Stanford. All digital, follows regs. Amazing.  #cmworld

SusynEliseDuris

 

A3 I’ve loved the Kaiser Permanente team’s Thrive content which has crossed all comm channels, not just digital #CMworld

SFerika

 

@SamBrennand @JoePulizzi WebMD for sale for a while. Ad-only model is a difficult jump. #cmworld

chrisseper

 

@SamBrennand Probably just a matter of time #cmworld

JoePulizzi

 

@susyneliseduris Totally agree, Stanford is awesome! LA, Kansas City also, have great integrated Social programs! #CMWorld

lttlewys

Q4: Does your content marketing team have both a B2B plan as well as a B2C plan? How do they work together? #CMWorld

 

@CMIContent #cmworld Yes. Now more than ever.

chrisseper

 

Consumers weren’t really customers in the payment sense. That was gov’t & providers. But now patients truly matter. Need more. #cmworld

chrisseper

 

But I think B2B and B2C marketing will always be separate. #hcmktg demands very specific messages and they don’t cross. #cmworld

chrisseper

 

@JoePulizzi @chrisseper Changes in health care are going to require more touch points than ever to inform & educate #CMWorld

jenkobylar

 

Companies like Invacare need to have both B2B and B2C content strategies.  Very challenging. #cmworld

JoePulizzi

 

I run into this with @medcitynews, which is an independent B2B pub. #hcmktg wants a targeted message. #cmworld

chrisseper

 

@chrisseper I agree.  From what I’ve seen, B2B and B2C marketing groups don’t talk to each other very often. #cmworld

JoePulizzi

 

@chrisseper Surprisingly, it depends on the facility & group… I went from Cali to NY… Vastly different in Patient sharing #CMWorld

lttlewys

 

But if you’re not marketing the @reginaholliday-types in your sector, then you’re doing something wrong. #cmworld

chrisseper

 

Oddly enough, in pharma it’s the other way around. THEY knew how to talk w/ patients. But B2B #hcmktg? Harder.  #cmworld

chrisseper

 

@lttlewys I’m talking about the entire digital pkg. Not just social. Standford is very digital end-to-end. #cmworld

SusynEliseDuris

 

@consected Agree… from a content perspective, need to lead to the conversation to prevent out of context @chrisseper #CMWorld

lttlewys

 

Embrace the Intel model in #hcmktg to bridge the B2B/B2C gap #CMWorld

SamBrennand

 

Random statement: #hcmktg has a beauty issue. Very conservative world. Harder to be edgy – even airline magazine edgy. #cmworld

chrisseper

 

@chrisseper Ah yes, in B2B, the buyer isn’t just one, but usually 7 to 9 buyers/influencers and gatekeepers. #cmworld

JoePulizzi

 

Xerox — my employer– moved into the BtoB #contentmarketing space with our site, http://t.co/H6bJYNNqEF #cmworld

kenericson

 

@chrisseper In what sense edgy? #cmworld

NenadSenic

 

@chrisseper I’m seeing more and more people, esp seniors want content. They don’t want to take AARP for granted. Tremendous opps. #cmworld

SusynEliseDuris

 

@kenericson I love HealthBizDecoded! THAT’S great B2B marketing. #hcmktg #cmworld

chrisseper

 

@chrisseper Exactly! Many healthcare companies are just beginning to get the direct to consumers messaging and media in place #CMWorld

jenkobylar

Q5: What healthcare companies are doing content marketing right? #CMWorld

 

Quick disclaimer. I am doing biz with some of these companies. Going to fire off a list and then elaborate. #cmworld

chrisseper

 

A5 Morela okulisti & Artros, Sonara, they’re not US though #cmworld

NenadSenic

 

Cleveland Clinic’s health hub is a great model http://t.co/bRyXjag6aJ. Is becoming the center of their patient marketing #cmworld

JoePulizzi

 

@CMIContent A5 repost – Stanford, Blue Shield, Kaiser, Cedars-Sinai #cmworld

SusynEliseDuris

 

@CMIContent Well I guess we now know Xerox is doing an alright job… #CMWorld

SamBrennand

 

A5. I like what Medtronics are doing.  #cmworld

predsicker

 

Doing right: @everydayhealth, @kidshealth, @clevelandclinic, @mayoclinic, @stjude, @xerox, @medtronic & @myUHC #cmworld

chrisseper

 

@CMIContent UCB seems to be making good strides cc @gcohen85 #blogwell #cmworld

mainwilk

 

@CMIContent A5: Does Colgate count? #cmworld

NenadSenic

 

@predsicker #cmworld I like @medtronic because @medtronicceo is serious about tweeting. HUGE difference. #hcsm #hcmktg

chrisseper

 

Many may not see this as content marketing, but look up the deal @everydayhealth & mayoclinic just struck. Big deal. Future. #cmworld

chrisseper

 

I am looking for the post right now #cmworld

chrisseper

 

Agree with @chrisseper about tweeting making a difference. Twitter is where solid healthcare conversations are taking place. #cmworld

predsicker

 

@chrisseper I think you will see more media / healthcare brand deals coming.  It feels less risky to leadership. #cmworld

JoePulizzi

 

A5: I get lots of hospital marketing snailmail under the guise of ‘wellness’ tips. Safe to produce? A waste of paper & insurance $$ #CMWorld

consected

 

@JoePulizzi Content marketing is becoming important for specialized centers like http://t.co/GBt2y9gFRG #CMWorld

jenkobylar

 

Does anyone have examples of small practices doing it right? #cmworld #CMworld

ColleenWeston

 

@JoePulizzi As a consumer, I look to Cleveland Clinic and Mayo Clinic sites more than any other. They speak to, not at audience #cmworld

KatherineKotaw

 

@consected I think that’s the difference.  Needs to be truly amazing/helpful content and not just same old… #cmworld

JoePulizzi

 

@consected #cmworld I think it’s a waste. And PR people are very bad at these things and they get ecviscerated. (sp)

chrisseper

 

@ColleenWeston Yes, but they’re not in English 🙁 #cmworld

NenadSenic

 

@NenadSenic @ColleenWeston #cmworld Google can translate anything!

CMIContent

 

@ColleenWeston small practices doing it right include St. Agnes hospital in Baltimore. Their print newsletter is worth gold. #cmworld

predsicker

 

A5 I’m impressed with what @OneMedical has been doing w/content and engagement http://t.co/ejomKwtmY3 #CMworld

SFerika

 

@ColleenWeston Here’s one. They are strong on Facebook too. http://t.co/eDXH1XQ0AP @CMIContent #cmworld

NenadSenic

 

Stanford, Blue Shield, Kaiser, Cedars-Sinai are among the leading healthcare companies doing content marketing right. #cmworld @CMIContent

DebLoggia

 

Q6: Mobile apps are popping up in the healthcare industry. What are good uses of healthcare apps for content marketing? #CMWorld

 

Eviseration example: http://t.co/6dxNkQDtpb #cmworld

chrisseper

 

#hcmktg now judged on quality like journalists. Lot more watchdogs watching. #cmworld

chrisseper

 

@JoePulizzi absolutely agree – the same old … in any industry is bad. In healthcare, it’s just miserable. #CMWorld

consected

 

Wellness. Wellness. Medical adherence. Wellness. Wellness and wellness. @CMIContent #cmworld

chrisseper

 

Good healthcare content is being resold to self-insured companies so they can keep health cost down by keeping patients healthy. #cmworld

chrisseper

 

Here’s a good app: http://t.co/2Tb0M6QM15 #cmworld

chrisseper

 

@itriage a powerful app. Also, most payers – UnitedHealth, Humana, Aetna, etc. – are smartly leveraging content. #cmworld

chrisseper

 

@ColleenWeston And YouTube. Small family-.owned center – laser eye surgeries. @CMIContent #cmworld

NenadSenic

 

I hope you all appreciate the type-os. It shows I am not prefabricating this stuff! #cmworld

chrisseper

 

@chrisseper #cmworld I’m just biased. I’m a Brit & have an issue with paying to promote essential services that should just ‘happen’

consected

 

Hospitals need a good waiting room app like @GreatClips or like Charmin’s Sit or Squat http://t.co/cmZTAd9lbi #cmworld

JoePulizzi

 

@JoePulizzi I hope already here. Now is the time because Obamacare is causing a lot of fear and having rt content will help many. #cmworld

SusynEliseDuris

 

A6: Promoting specialty svcs thru objective, informative content and evidence-based outcomes. #CMWorld

marksalke

 

Has anyone seen small practices smartly leveraging apps? #cmworld

chrisseper

 

Big brands will do it ‘right-er’ as they have deep pockets. But we should look at what small brands are doing w/small budgets. yes? #cmworld

predsicker

 

@SusynEliseDuris Hoping it means better content coming from health organizations. #cmworld

JoePulizzi

 

Rumor: @iTunes & others will be harder on apps that have 3rd-party content creators (pharma). Demanding in-house content. True? #cmworld

chrisseper

 

A6: mobile apps will be hard for healthcare mkting. The market is being flooded w/ truly useful wellness apps from insurance co.s #CMWorld

consected

 

@ColleenWeston @predsicker Disagree, unfortunately. Smaller practices face price crunch. Content will be first to go. #cmworld

chrisseper

 

Seen too many healthcare apps on the market. Very few with truly awesome value, me thinks. #cmworld

predsicker

 

@predsicker They are probably not ultra specific and useful, right? #cmworld

JoePulizzi

 

@chrisseper Interesting. I would hope iTunes university is driving rules/regs on content. #cmworld

SusynEliseDuris

 

Q7: Do healthcare marketers need special precaution when creating content as to not replace the advice for medical professionals? #CMWorld

 

A7. Yes. But most are (or should) be leveraging medical professionals to get that content. #cmworld

chrisseper

 

@CMIContent Sorry, not sure I understand Q7 #cmworld

NenadSenic

 

A7. Old adage: people search first for the condition and then for people in their area who treat it. Still true? #cmworld

chrisseper

 

A7: I think healthcare orgs SHOULD try to replace other content become THE information experts – hire doctors to create content #cmworld

JoePulizzi

 

@NenadSenic Q7 – marketers are not licensed like doctors….  does that help?  #cmworld

CMIContent

 

@mktgupdate I see Obamacare pushing more docs into concierge medicine, which is a gr8 space for content marketing. #cmworld

predsicker

 

@SusynEliseDuris @JoePulizzi Let’s hope there is better content and engagement. Social marketing to keep conversations going. #CMWorld

jenkobylar

 

@CMIContent Yes, sorry #cmworld

NenadSenic

 

A7. Challenge with using docs for content if their time. Hard for them to write. HOWEVER, content marketers can ghostwrite. #hcmktg #cmworld

chrisseper

 

A7: Ideal scenario for #hcmktg content producers => Chief Medical Officers and legal review in approval cycle #cmworld

SusanDElia

 

A7 – I would hope with any other org there is a review of content before distribution – that should keep content on msg, brand #cmworld

SusynEliseDuris

 

A7: my opinion (get a lawyer to check!) – It’s the same as the back of a pack of vitamins. Just need facts & smallprint to CYA #cmworld

consected

 

@SusynEliseDuris #cmworld But then how do you respond in real-time to issues of the moment? A challenge for #hcmktg

chrisseper

 

A7: Our rule was that all content was produced by doctors, the editor was used to make it more readable/understandable #cmworld

NenadSenic

 

A7. Special precaution is always needed in healthcare content. But common sense will always ensure compliance. I hope 🙂 #cmworld

predsicker

 

@chrisseper issues of the moment? Explain #CMWorld

SusynEliseDuris 

 

@SusynEliseDuris Breaking news. Someone dies of a specific ailment and your org could get mindshare if reacting quickly. #cmworld

chrisseper

 

A7. Also good idea for docs to review content for medical compliance. #cmworld

Predsicker

 

A7. I’m hoping that their primary aim is to state the facts accurately and not hide anything #CMWorld

travelphotogiri

 

Q8: Healthcare companies are traditionally large. What is the best way to get buy-in in this complex org? #CMWorld

 

A8. Show them their peers are doing it!! http://t.co/WBolxjonX1 @CMIContent #cmworld

chrisseper

 

A8: I think @chrisseper is right…now focus is on getting more patients (since the revenue model changed).  Tie content to that. #cmworld

JoePulizzi

 

@chrisseper Depends on the doctor.  Many of them enjoy writing. #hcmktg #cmworld

techguy

 

@chrisseper process, process, process…. just have to hasten the approval process, but ensure same legal, medical officer review #cmworld

SusanDElia

 

A8: More revenues, less expenses, or creating happier patients. #cmworld

JoePulizzi

 

A8. C-suite is beginning to buy in now that you do have C-suite at @linkedintoday thought leaders & on twitter (@medtronicceo). #cmworld

chrisseper

 

A8: And if that doesn’t work, what @chrisseper said…show them who’s doing it (fear of losing market share). #cmworld

JoePulizzi

 

@chrisseper if you’re disc crisis comms, etc. there should always be plan in place to handle – otherwise, msg, brand, custs suffer. #cmworld

SusynEliseDuris

 

Q8. I’ve found LinkedIn discussions to be a good place to build r/ships with healthcare folks. Good way to get buy in. #cmworld

predsicker

 

A8. ROI is a must these days. But my belief: you can monetize #hcmktg better b/c of wellness/readmission issues. #cmworld

chrisseper

 

A8. Tie to issues in #hcr. #cmworld

chrisseper

 

@CMIContent This can’t be overlooked! Big challenge for healthcare marketers. #CMWorld

jenkobylar

 

great idea. MT @predsicker Q8. I’ve found LinkedIn disc to be a good place to build r/ships w hc folks. Good way to get buy in. #cmworld

SusynEliseDuris

 

A8. Show them how content marketing = sales as @chrisseper says #cmworld

predsicker

 

Find out the difference between those that subscribe to your content and those that don’t.  Should be telling… #cmworld

JoePulizzi

 

A8. If #hcmktg can help cut readmissions, c-suite will follow all. day. long. #cmworld

chrisseper

 

Also = brand advocacy RT @predsicker: A8. Show them how content marketing = sales as @chrisseper says #cmworld #cmworld

kenericson

 

Also, @predsicker, there’s real evidence these days that it’s happening. I’ll beat the Mayo/EveryDay health deal to death.  #cmworld

chrisseper

 

@jenkobylar @JoePulizzi agree. consistent comms key. #CMWorld

SusynEliseDuris

 

Another company changing content marketing: Sonifi (formerly LodgeNet). #cmworld

chrisseper

 

Q9: Where is pharma when it comes to content marketing? #CMWorld

 

A9. Pharma is largely trapped – both by regulation and by fear. Rely on 3rd parties for extra buzz. #cmworld

chrisseper

 

A9: Examples I know I’d say still too their-product oriented. #CMWorld

NenadSenic

 

A9. Welcome others thoughts on this. Some pharma is venturing out. But they like earned media and others to build buzz for them. #cmworld

chrisseper

 

AstraZeneca doing some great work on the research side http://t.co/rBWvmK1sGH w/ Partnerships #cmworld

JoePulizzi

 

@SusanDElia @NenadSenic #cmworld not necessarily! A senior pharmacist trained in medical writing specialization is better than busy doc.

ShashankHosa

 

A9. Pharma is a pain in the butt, IMO 🙂 #cmworld

predsicker

 

A9. Pharma also in transition. So they need some leeway. No longer drug companies to an extent. Data, personal health biz. #cmworld

chrisseper

 

@ShashankHosa @SusanDElia True, it depends on the issue that is written about #cmworld

NenadSenic

 

@predsicker So I take it you are not consulting on the pharma side? 😉 #cmworld

JoePulizzi

 

@predsicker @chrisseper #cmworld has anyone heard of CMP or UBM medica? They write CIMS

ShashankHosa

 

A9. If you’re a content marketer than can build 3rd-party buzz w/out pharma getting too involved. They’ll listen (skeptically). #cmworld

chrisseper

 

@ShashankHosa @predsicker My news site, @medcitynews, is partner with UBM Medica. Great company. #cmworld

chrisseper

 

@chrisseper That can be not enough sometimes @CMIContent #cmworld

MontseCano

 

@chrisseper my comment is a lot of the pharma commercials on TV need better copy in ads. Good opps for better agency engagement. #cmworld

SusynEliseDuris

 

MT”@predsicker: A9. Pharma is a pain in the butt, IMO : #cmworld” that’s where there is big bucks…:

ShashankHosa

 

A9. Whole pharma sales world is also changing. Content marketers should find a place in a pharma closed loop marketing system. #cmworld

chrisseper

 

@chrisseper I know… I read your site almost every day. Just that Pharma is so ad-driven, or has that changed?n #cmworld

predsicker

 

A9. Pharma also about HYPER targeting key docs. They pay big money, but for specific people. You gotta have them. #cmworld

chrisseper

 

Q10: What is the top thing healthcare content marketers need to improve on or learn when it comes to social media? #CMWorld

 

A10. That Flickr is less important than Pinterest. #cmworld

chrisseper

 

A10: Getting leaders involved in social media is critical.  You see so few stars when it comes to healthcare. #cmworld

JoePulizzi

 

A10. What I hear most is that healthcare content marketers need to understand their concerns about compliance and engagement risk. #cmworld

predsicker

 

@chrisseper What’s Flickr? ; #cmworld

JoePulizzi

 

A10: Before they can improve on soc media etc, they need to improve F2F system, customer service. At least in public hlt system #cmworld

NenadSenic

 

But what opportunities have public healthcare providers? #cmworld

NenadSenic

 

A.10 Flickr > Pinterest???? http://t.co/8DRxuNA7KB #cmworld

chrisseper

 

@JoePulizzi you’re kidding, right? #cmworld

SusynEliseDuris

 

@chrisseper Pharma looks like a complex, closed world #CMWorld

MontseCano

 

@chrisseper Meant Flickr not greater than INSTRAGRAM! My bad. http://t.co/8DRxuNA7KB #cmworld

chrisseper

 

@SusynEliseDuris i think the challenge with pharma ads is that the copy is approved word-for-word by FDA == dull. @chrisseper #cmworld

consected

 

#CMWorld A8: other than building confidence, trust, rapport the traditional companies will do business with well-known brands more likely.

ShashankHosa

 

A10. Social media is moving very fast. More sites, segmentation. Google+ coming FAST!  #cmworld

chrisseper

 

Pinstagram (! is a fail in healthcare content marketing: …don’t even get me started…Lol! #cmworld

predsicker

 

@SusynEliseDuris Yes…jokes work better on Facebook IMO #cmworld

JoePulizzi

 

A10. Must answer this question: What are your org’s goals. How does social meet it? Where do you put your time & effort. #cmworld

chrisseper

 

@chrisseper so Pinterest > Instagram > Flickr? #cmworld

SusynEliseDuris

 

@consected @SusynEliseDuris Pharma is punting on a lot of mobile right now because of the disclaimer issue. #cmworld

chrisseper

 

A10: Ask for each channel – why are we using this channel and what do we want to accomplish? #cmworld

JoePulizzi