The Case Against ‘Marketing’ Chad Johnson Senior Marketing Manager Jeff Zinger Senior Marketing Programs Manager
Dec 23, 2015
The Case Against ‘Marketing’
Chad JohnsonSenior Marketing Manager
Jeff ZingerSenior Marketing Programs Manager
Our Talk
• About Corepoint Health
• Marketing outlets
• Content Workflow & Performance
• Lead Gen – Traditional Ads
• Scrapping the Case Study
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 partnerships
Marketing Team
The
Boss
The
Brai
ns
Twee
dled
ee
Twee
dled
um
Marketing OutletsWebsites
Marketing OutletsWebsites
Marketing OutletsCollateral – White Papers
Marketing OutletsCollateral – Direct Mail
Content Workflow
HIMSS Analytics White Paper & Infographic
Blog post
Infographic
Landing page
Full Report
HIMSS Analytics White Paper Performance
Lead Gen - AdsCollateral – Traditional Advertising
The Health Care Blog
Lead Gen - AdsCollateral – Content Marketing Ad Results
Poor Showing
HIT News: $4200 13 submits @ $323
THCB: $17502 submits @ $875 per
Lead Gen: HIMSS15HL7 FHIR at HIMSS15
Ads
Pre-show postcard
HL7 Content MarketingHL7 FHIR White Paper & Webinar
• Ads and posts directed to White Paper Hubspot landing page
• HIMSS attendee mailing directed to May webinar, in process
Scrapping the Traditional Case Study. Why?
• Bureaucracy
• Internal Politics and Policies
• The Approval Process “Black Hole”
• Poor Performance
Poor Performance
Poor Performance
May 1, 2014 – May 1, 2015
• 37 Customer Case Studies: 1,313 views
• 7 “New style” Customer Q&A Blogs: 2,306 views
Scrapping the Case Study
Proof in the numbers: 2,306 views
• Anne Arundel Medical
• CIRA
• Providence*
• Boca Raton
• Halifax
• Frederick
• Dallas Children’s*
Blog Q&A: Eliminates Barriers for Participation
• Case Studies can be seen as an official endorsement
• Case 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 reach
Example 1: Dallas Children’s Hospital
• Would not have happened as a formal marketing piece
• Restricted usage… but served its purpose
Example 2: Anne Arundel Medical Center
HIT Key Word Nirvana
• athenahealth
• Epic
• Connecting many hospitals to one
• Yes! Epic and athena can play nice.
Example 3: Anonymous• Largest customer• Never allowed to participate• Takeaway: Large IDNs use
Corepoint Health
All Together
The End
• Path of least resistance
• New possibilities for the marketer
• Positive momentum for the customer and for you
• Another way to make a customer happy
• Everyone wins