health.clevelandclinic.org @amandatodo

Content that converts: How to earn hearts, minds & ROI

through in-house media production

Amanda Todorovich

Senior Director, Health Content

Cleveland Clinic

According to recent

Google research, 75%

of American consumers

think healthcare

providers put profits

before patients.

Politics

Be brave.

Neither

should this.

Personalization

Agile

Personas

A/B Testing

Products

Chat Bots

Patient Journey Maps

Taxonomy

Whatare we to do

health.clevelandclinic.org @amandatodo

Make audience your universe.

KNOW THEM HELP THEM PROVIDE VALUE LISTEN TO THEM

personify them solve problems and

make decisions

whether they buy your

product or not

data tells you

EVERYTHING

health.clevelandclinic.org @amandatodo

User Expectations

Convenience

Meghan

Define a

strategy.

Stick to it.

Content Strategy

Engage users in daily conversation using health, wellness and clinical content

that is unique to Cleveland Clinic.

Useful

Helpful

Human

Hopeful

Relevant

Create. Distribute. Measure. Optimize. Repeat.

Don’t just LOOK at data.

to data.

WhatMeasure

Just because you can, doesn’t mean you should.

Data DrivenEmpathy

Marketing is empathy. Digital marketing is

about data-driven empathy. The job is to use clues,

reports and tests to find what our audience needs

and serve it to them quickly.

• When people think of your brand, what do they

want to know?

• Which of your pages is least satisfying? Why?

• What information needs are you ignoring?

The trick is to listen to your audience through your

reports, then take the actions that make your visitors

happier…because you care.

That’s what empathy is all about.

Projects

Products

Products are continuous. Iterative.

health.clevelandclinic.org @amandatodo

Revenue

health.clevelandclinic.org @amandatodo

Tips, Tricks, Tools & Takeaways

• Document and communicate your strategy

• Consistently share data and learnings – good, bad & ugly

• Do ONE THING really good

• Ask yourself everyday: What did we learn? What are we testing today? What if….?

• Advocate for your audience. Always.

• Google tools. Trello. Slack. AGILE.

• Don’t be afraid to say NO.

health.clevelandclinic.org @amandatodo

Be

fearless.

Ask.