samara kitchener's (house of kitch communications) presentation at mumbrella's health...
TRANSCRIPT
MAKINGHEALTHYIDEASHAPPENTHESCIENCEANDSTRATEGYOFEVIDENCEBASEDCONTENT
WHY
HOW
WHAT
WHYWEDOWHATWEDOPeoplegenerallyhaveahardtimewithchange,evenwhenitisgoodforthem.Ourpurposeistoinspirepeopletoembracechangesotheycanbetheirbestanddrivepositivechangesintheworld.
HOWWEDOTHIS• Articulatingavisionthatpeoplewanttobepartof• Makingthecomplexsimple;makingtheintangibletangible• Understandinghumanbehaviourandhowtoinspirechange• Bringingpeopleonthechangejourney
WHATWEDO• Bringastrategicapproachtocommunicationstoinspirechange• Solveproblemscreatively,drivebehaviourchange,achieve
influencersupportandshiftperceptions• Bringvisiontolifethroughdisruptivecommunicationeffects,
storytelling,andpartnerengagement
OURPURPOSE&ROLEOFCONTENT
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“Contentmarketingisamarketingtechniqueofcreatinganddistributingvaluable,relevantandconsistentcontenttoattractandacquireaclearlydefinedaudience– withtheobjectiveofdriving profitablecustomeraction.”(CMI)
Healthrelatedcontenthasanaddeddutyofcare
CHANGEISUNCOMFORTABLE
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Peoplewillinnovate:INSPIRATIONORDESPERATION
System1:• Automatic,fast,
entrenched,habitualbehaviours
• Responsiblefor95%ofourdecisions
• Greaterinfluencesonlongertermbehaviour
System2:• Reflective,slow,conscious,
rationalplannedbehaviour• Responsiblefor5%ofour
decisions• Caninfluenceshortterm
behaviour;unlikelytoinfluencelongertermonitsown
B.Behaviourchangeisenhancedbytoolsthatincreaseefficacy&reinforcedbysocialenvironment
A.UseemotionalstiruptomakeSystem2wanttochange.Usethehearttospeaktothehead;engagingthebraininanactivelearningprocess.
DUALPROCESSTHEORYBEHAVIOURCHANGEAPPROACH
BasedonKahneman,2002
C.Feedbackloopasattitudesandbeliefsarereformedandbehaviourschange
1.BREAKOLDTHINKING2.DRIVENEWABILITY
3.SOCIALISECHANGE
CONTENTSTRATEGY&DRIVINGNEWABILITY
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INTEGRATEDCONTENTSTRATEGYAPPROACH
5.Evaluate andadaptReportingandinsightdrivenanalytics
4.Usecompelling contenttoengagecommunityConsumer journey&contentplan
3.Develop mediaandsocialstrategyAwarenesstoaction model
2.Develop messagingframeworkEstablishpositioning andkeymessages
1.Understandthe marketandconsumersExtensiveformativeresearch,interviews,reports
CASESTUDY:PRIMARYIVF
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1. PositionPrimaryIVFasaproviderofhighquality,affordableandaccessibleIVF
2. CreatevisibilityofPrimaryIVFamongpotentialpatientstogenerate300appropriateappointmentsforSydneyandMelbourneclinics
3. LayfoundationforupcominglaunchesofclinicsinBrisbaneandPerth
HOLISTICCONTENTSTRATEGYTheawarenessraising elementiswherewebuildtrusttrustandfamiliaritywithPrimaryIVF.WewillgenerateinterestbymakingPrimaryIVF’sexpertknowledgeaccessibletoconsumerswithafocusonholistichealthandbestadvice.Considerationshouldbegiventoexpertvoiceswhotheaudiencewillrelateto,suchashealthexpertsorinfluencers.Wewillsupportdesire bysharinghumanstories– profilingPrimaryIVFhealthcareprofessionalswhowillbewithyouonyourjourney.Ifpossible,lookatsharingstoriesofpeoplewhohaveexperiencedlifeandovercomechallenges;encouragecommunitytosharetheirownstoriesandco-createcontent.Wewilldriveaction byusingtargetedadvertsandclearcalltoactionprompts.
NOTE:NeedtoworkwithinAustralianHealthPractitionerRegulationAgency(AHPRA), TGAandotherguidelinesasrelevant
CONTENTEXAMPLES
MEASURESOFSUCCESSObjective MeasureAwareness • Content hubreflectpositioning andapproach
• Content valuedbyaudience– clickthroughs andaudienceengagements
Interest • Content valuedbyaudience- clickthroughs• Socialengagement
Desire • Willingness ofaudiencetoco-createcontent• Content valuedbyaudience- clickthroughs
Action • Promotedpostclick-throughs• Engagementwithgive-aways
STAYINTOUCH….. 0412662308www.houseofkitch.com.au