Content Marketing

One of the barriers to including organization leaders, board members, physicians, and other thought leaders in most content marketing programs is the time required of them. We understand that. At Jennings, we have a model for developing content and involving leadership that allows us to create numerous pieces of content from one session with your organization’s leaders.

In one two-hour session, we can create enough content to produce more than a dozen thought leadership videos, several podcasts, and a number of written pieces. Additionally, our team will come to your conference, annual meeting, or board retreat, and use that opportunity to gather high quality content that can drive your marketing – just as we’ve done for organizations like HCIC, NESHCo, SHSMD, and ABOS.

Jennings was approached by Renown Health in Reno, Nevada about developing a marketing program that would help grow the organization’s visibility and stature both regionally and nationally. We helped Renown launch a thought leadership content marketing program featuring the organization’s CEO and two Chief Nursing Officers. The results were phenomenal: Renown’s Net Promoter score grew from a baseline of 0 to 62.5 and Renown’s CEO was named to Modern Healthcare’s 2019 list of the 50 Most Influential Clinical Executives (#37). Renown also saw tremendous growth, with the system’s operating margin increasing to 3.8%, higher than the budgeted 2.9%, largely due to higher volumes. To access the full case study, click here.

To expedite content development and provide easy access to leaders in the field of orthopaedics, the Jennings team attended the 2019 Annual Meeting of the American Academy of Orthopaedic Surgeons (AAOS) and interviewed 11 surgeons who are AAOS and ABOS leaders. The content was used as part of ABOS’ thought leadership content marketing program. The primary audience the organization targets is its 29,000 Diplomates. The secondary audiences include provider and payer organizations

In 2018, Jennings was retained by SHSMD to develop a content marketing initiative that would increase conference attendance and drive growth in SHSMD membership. Among other things, the content would also be used to enhance SHSMD’s new website which was about to be launched. The Jennings content marketing team attended the 2018 SHSMD Conference to capture content. Over two days, Jennings held video interviews with a dozen SHSMD members and thought leaders, resulting in the development of a dozen 90-second videos promoting the benefits of attending the annual SHSMD Conference and of SHSMD membership.

The video content was leveraged across numerous platforms including social channels, the organization’s website, eblasts to membership and targeted lists, and more. The outcome of these activities was record-setting attendance at SHSMD’s 2019 Annual Conference with more than 2,000 attendees. The conference also resulted in record Twitter activity using the official conference hashtag. In all, Twitter activity accounted for more than 13 million potential impressions.

Jennings was asked to produce a content marketing program for Signature Healthcare’s oncology service lines. (Later, we would perform the same service for orthopedics.) The program was grounded in interviews with providers that were leveraged across numerous platforms. The results were impressive. Patient visits increased by 10.3% against budget for fiscal year 2018; actual growth in patient volume from FY17 to FY18 was 19%; in FY18, 30% of all referrers were non-Signature Healthcare physicians vs. 15% in FY17.