Estimated read time: 19 minutes
With the multitude of channels out there today we should always aim to use every piece of content on at least six channels, maybe even more, depending on what the piece of content is. A blog post can be split off into at least a dozen or so social media posts. A tweet can be expanded into a blog post and that post’s topic can also be used as a starting point for a Scope (a live social media video). The options are really endless.
Usually – or at least often – repurposing of content across different channels means we move it to one channel first, then another, then the next. It’s not usually all happening live in the moment. But of course with newer channels like Instagram Stories, Snapchat and live video services that has been changing. Some content on those channels is just better when it’s produced in the moment and published right then. Some of those channels are live and some aren’t, but they all are made for in-the-moment engagement and posting.
My usual set-up when I’m a guest on podcasts
When I attended Content Marketing World 2016 in Cleveland, podcaster Jeff Julian was nice enough to have me on the show to talk about storytelling and content marketing in healthcare. As I was walking up to the podcasting studio, I was actually doing a live Periscope showing the conference’s setup to around 100 viewers.
I asked Jeff if I could keep broadcasting while we were recording the show. He agreed and the Periscope viewers seemed to enjoy that idea and the live podcast scope as well. It’s actually quite the multi-tasking feat, because people on Periscope might be asking questions and leaving comments and afte rall I’m recording a conversation with Jeff. I can’t just say: “What did you say Jeff? I was checking Periscope comments.” #rude
So, before the official show started, I told the Periscope crew that I would try to see their comments and questions, but please not to be offended if I didn’t respond right then since we are recording a podcast. That worked well and I was glad to see the number of viewers that turned out. As you can see below, I was live on Periscope for almost 30 minutes and people combined watched over 5 hours. Very cool.
One thing to remember is that your Periscope broadcast is live until you turn it off. That was easy to forget. I took the phone and set it on the table, angling it at me. So the Periscope community could see me just fine. I watched it back and the chit chatter between Jeff and I was interesting. Very open and conversational. We didn’t say anything bad, but we also weren’t in the podcast mode yet.
That’s one of the beauties of Periscope and other networks like it. They help us humans appear human to a wider audience.
My overall thought on scoping podcast recordings? I think it’s a great way to:
- repurpose content even farther.
- get more interactivity from your community. Without Periscope, there’s no way to get more outside engagement while recording a podcast.
I would definitely do it again if okay with the other parties involved and if the topic lends itself to it. “The topic lends itself to it.” Let’s not overthink this thing here. If it’s worth listening to on a podcast it likely is worth watching on Periscope, too.
I’m always happy to come on your podcast or do a TV or radio interview. Details can be found here,
Here’s this podcast:
Can’t watch right now? Here’s a transcript!
Jeff Julian: We’re here at Content Marketing World and we’re with the Enterprise Marketer podcast, but I have Christoph here, and you were one of the speakers, right?
Christoph Trappe: Yeah, you bet. Doing the Hospital Lab on day three, six hours of storytelling and content marketing fun and exercises, so that’s going to be exciting.
JJ: So you’re with a company called MedTouch, and you focus on the hospital sector and content management and graphics and all these other elements, what an agency would do, but particularly at a hospital. What are some of the challenges that you see hospitals are facing as they start to maybe get away from direct mail and start to embrace content marketing?
CT: Yeah, absolutely. The biggest thing is, how are you unique? Like many other industries, right? How are you trying to figure out what is unique about you? How are you going to talk about it? And of course, everybody has a standard set of things that they do, right? They’re doing the similar procedures, they have the same rules, they have the same privacy laws, and all those different things. But you still have to figure out what’s unique about you and share those things. So, I joke, if I have to read the same “four signs of a heart attack” article one more time, I’m going to go throw up, you know? Because a lot of people are sharing the same kind of content, so it’s really important to come up with the unique stories that really nobody else can duplicate.
JJ: Exactly, because, I mean, when you’re in a larger market, even though there may be the name of the city on your hospital, that doesn’t necessarily mean that’s where I’m going. Because in an emergency, absolutely. The ambulance is going to help me go where I need to go. But for a procedure, I’m going to who I trust, and who has the best experience overall, and that includes the interactions they do with the marketing team. And I think you’re absolutely right, that you can’t just pull content out from a health library and start publishing things and saying, “This is us, and we just need a lot more content to make us look big.” And so, as you watch this new digital evolution, and people going into mobile and especially the responsive websites and some of these elements, what are some of those trends that you see hospitals maybe not doing so well that they should stop doing?
CT: There’s a lot of things, especially with hospitals, that we still have to catch up. So it’s the Amazon effect, right? Everybody expects everybody else to behave like Amazon. You want a book, you order the book, it comes to your house on Sunday night if you order it Friday after hours. Same with hospitals. I had a surgery a couple weeks ago, and my surgeon, he’s fantastic, but scheduling is really, really hard, and this is across the board. I expect to go online and say, “This is the time I can do it, this is the time when your next opening is, and I’ll just do it.” And that technology actually exists, but very few hospitals actually use that today. So what I had to do, I went to the website. I couldn’t even email. I could call, but I couldn’t even leave a message. I was told to call back, and then I called back and it took a while to get that scheduled. And some of those things are not yet in place. The technologies are there, but hospitals sometimes take a while to pick up. But again, you know, they’re just tools – they’re not going to help us be a better organization. I was talking to one healthcare system, and they’re doing this big campaign and I said, “Here’s how you extend it into social. You can encourage people to share their experience live, you know, as it’s happening.” And I said, “The only negative is, if the experience doesn’t match the marketing, what you wanted it to be, how are you going to respond?” I actually think it’s OK to have some negative feedback, because if you don’t, you’re probably doing something wrong. The joke I have is, “I just found this out the other day – not everybody loves me.” Hard to believe, but not everybody loves everybody. If sometimes people don’t like something, there’s a multitude of reasons and we can just address them.
JJ: And when I think of wait times in a hospital, it almost feels like it’s at the car dealership. When you take it in for service, you have no idea what it’s going in for, and it’s OK that they call you back. They give you a car, you go off or whatever. But when you’re waiting in a room, your time is valuable. You want to know. And hospitals, it’s so complex behind the scenes because when you go into the white part of the hospital and you see all these things moving, you forget the people in the waiting room that are really having a bad experience the minute it goes over time. And so much of that, like what Jay Baer talks about, “hug your haters,” right? Know those moments to interact with them so you can turn the bad experience positive, that hospitals actually just really need to do. But I find that a lot of times, with the hospitals we work with and then just being the stepson of a physician, that it’s not as easy to get over some of those walls. So there’s the wall between marketing and IT that is a very, very, very tall wall. And usually just the threat of having information leave the organization then puts up access that’s not available that should be available. And then on the wall from the services side, the clinical side, this huge wall that it’s like, the information that’s coming out is so technical and sophisticated that people who are consuming that need it dumbed down a bit, right? I don’t understand what an angioplasty is. What is that in terms that I use on a daily basis? Is that what you’re seeing too?
CT: And I don’t even call it dumbed down. I call it simplified. And especially on the web, people don’t read all that much on the web. People actually skim, and sometimes people say, “Well that’s not my fault if they’re skimming.” Well, but you have to deal with it. And so you have to simplify things, you have to use different formats, you have to bold things, use bullet lists, not these lengthy, lengthy paragraphs a page at a time. But you have to make it simple, and I really say you have to write for your 12-year-old nephew. And then the other thing, throwing it over the wall between different departments. Angie Toomsen and I, she’s the Content Strategy Director at MedTouch, we just wrote a piece for Brand Quarterly. We talked about silos, how you have to break down silos with your content strategy because otherwise, you have five people creating the same thing and it’s a waste of effort. There’s just too much Industrial Age-ism still going on where people are holding on to their little fiefdoms because they built them. The more you can let that go, the better. The problem is that it’s really easy for entrepreneurs to do that, right? To kind of push forward. Then once they get a little power, you know what people do a lot of times, “Now I’m holding on. I don’t want to let go anymore.”
JJ: You can’t scale if you’re still involved in the middle of it.
CT: So they forget how they actually got where they are now, so it’s unfortunate.
JJ: But we had Amanda (Todorovich) on from Cleveland Clinic, and she talked about how she started with a team of three and then over four years, she now has a team of 24. But she consumed teams. And hospitals tend to stay where they are. The direct mail team stays there. The magazine team stays there. And then there’s the digital team, and like you said, they’re all kind of publishing very similar content but even the internal communications team, right? They’re producing great content, they’re talking to the people, the practitioners, and there’s minimal communication shared between them. And I think that as we’re getting more digital, as we’re getting more videos and audio and the doctors are starting to get more involved, we can start to see some of those barriers come down.
CT: You know what’s fantastic about the Cleveland Clinic, too, is that obviously a lot of people are seeing them as the front runner in content marketing and rightfully so, but they’re never slowing down. They’re always looking for the next thing. I was actually talking with Amanda and their team a few weeks ago, and they’re always looking for what’s the next thing we need to do, how do we evolve and things continuously evolve because stuff that worked five years ago may not work as well today. And it changes constantly. It changes all the time.
JJ: And I think like you were talking about, we’re always looking for somebody to do something we can put up on a pedestal, and the problem is we start to emulate them a little too much. I want to be like Mayo. I want to be like Cleveland, right? And really, like the small regional hospital, like the 15,000 people that are in that area, they have an audience that needs content, that needs interaction, that has questions, and they aren’t going to Mayo and looking up those answers, or WebMD, they’re looking for you to answer them.
CT: Yep. And just be yourself. Don’t try to be the next somebody else. Try to be the next you. And you know, population health is another interesting thing with healthcare now. How do we keep the populations in our network healthy. And that’s another thing when you share good content that actually keeps you healthy you can actually inspire people to be healthier and ultimately that can help the healthcare system as well. And you see it on Instagram especially. You have those fitness people. They post workouts and they post food. They say, “This is what I ate, but I also worked out for two hours. That’s why I get to eat this.” And they show different exercises and new things that you can copy and they give tips, and that’s the same thing. They’re really just building a relationship, and it works. And when you look at it, this is not really unique except that they come up with some unique things here and there, and they have their personality. I joke, we are helping humans be more human again. It’s the craziest thing, but it’s so hard for humans actually to behave like humans.
JJ: And I think doctors that have really good bedside manner, the ones that have been doing this for a while, and they’re not just doing it for career enhancement and getting more specialties so they can practice new things. You know, not everyone’s like Grey’s Anatomy. They really do have great bedside manner. Those are the guys that have so much rich content that have seen so many things and have been able to and have had to share the good things and the bad things with so many people that they get it and those are the ones they have to go after and start talking to. And then the retired physicians – full of great content, right? And they’re looking for something to do. My stepdad, he’s in his 80s. He’s still practicing because I don’t know what retirement would do for him. Right? And so you know, it’s one of those things, I’m like, “Write a book, tell your stories. Do all these things!” and it’s getting him excited to see that next route.
CT: And publishing a book is easier than ever. You can literally just upload it to CreateSpace, have somebody design a cover. That’s how I published my book, Get Real. Somebody asked me, “What did you use to write it?” and I was like, “Word.” I wrote it in Word, then you upload the Word document and you have to add page numbers at the bottom, and basically it creates a book for you, and now you can buy it. And they’ve got it in the bookstore here at Content Marketing World. But it’s a whole new world. I said that to somebody, and she said, “So and so is trying to sell a book, and she had to go through all these steps and find a publisher, and they didn’t want it.” I didn’t even think about a publisher. You can buy it online and that’s that.
JJ: I published a book with a publisher once, with Wiley, and it was great and it was fun, but once it goes out, that’s it, right? And there’s no more updating. Contracts are there. You’re not exposed to that. But when you do it yourself, you know, $99 getting Scrivener, and you know, then using Word and Scrivener and getting the page layout and open up Photoshop. You know, there’s tons of templates out there. You put your cover out there. And the Kindle is so easy to upload to, and CreateSpace. And it’s there! I would tell people I finished the cover of the book on Sunday and I had a copy in my hand on Tuesday. That’s how quick it is. I order 100 books, and it’s there in four or five days.
CT: The Kindle version, that’s fantastic you mention that because it was so awesome for me to ese. I’ve sold copies, and they mostly are Kindle in other continents but North America, Europe, Asia, and I haven’t seen anything in Australia I don’t think, but you can tell where sales are coming from.
JJ: Your bank account has 50 transactions and they’re all different, weird numbers!
CT: It’s really interesting. So, I don’t know how you get into Australia, but it’s available there!
JJ: Exactly. Someone’s going to be there. So what are you most excited about coming in 2017 for not just hospitals but the content marketing space?
CT: I haven’t thought about my 2017 predictions yet, I guess. This year (2016) is still allegedly the year of video. I do agree with that. People are not doing video necessarily as well as they could be. I know there’s some people out there who do really well and you can watch them – it doesn’t make any difference what they’re doing or what they’re talking about – they have that audience. But a lot of videos are still too stiff, you know? It’s like, “Hi, I’m Christoph Trappe and I work at blah, whatever.” Bye, I’m not watching it. So that’s still out there quite a bit this year. Hopefully that will evolve next year. Always do subtitles, transcripts. Sometimes I can’t watch, but I might be able to read it. I really hope that as a society as a whole, we move beyond the whole transaction-based relationships only. You heard them talk about relationships here. A lot of people, when they say relationships, they only mean we can have a relationship, but you still need to give me money.
JJ: Yeah, you still have to buy something from me.
CT: Right. And I’m all for getting people’s money, don’t get me wrong, but it needs to go a little deeper than that. It needs to be a differentiator. Even if you look at all these vendors here at Content Marketing World, there’s a lot of competition. I mean, who will know that will work out down the road? But what I do know is that if you have four companies creating the same widget, it’s really, really hard to differentiate other than price. So if you have four physicians who do the same thing, why would I pick one over the other? There has to be a reason, right? So that’s why it’s more and more important to build those authentic relationships and communities and be yourself, and share the things you stand for. And share why you do things. I was talking to one physician, he’s from India, and he’s researching Indian spices to prevent cancer. And I said, “So why is this such an important thing to you?” And he said, “My grandfather died of cancer. I never met him. I want my kids’ kids to meet me.” It’s like, wow, a real reason. It’s not just because I want your money. So the more we can move past that and build those true relationships, that sometimes can be transactional, but that is not the only reason why we’re talking.
JJ: Absolutely. Because the more health care reforms continue, especially if they’re talking about pre-pricing, right? So they have to disclose the pricing before the surgery, so people can call and ask you, “What is the retail price on this surgery?” And if they start making prices based off of who’s the best priced and what’s the best value, then you are going to have to have relationships because you’re in a commodity society.
CT: And healthcare pricing – you can do a whole other podcast on that, honestly. So I had surgery and they gave me the codes and everything. And they couldn’t even look it up. But then I hadn’t paid any deductible this year. So ultimately until I paid the deductible, it didn’t really make any difference how much it cost because I had to pay that anyway. So you know, you have all these moving pieces but you can’t look it up very easily. I mean, think about airlines. You can go to google.com/flights and you can run all the different airlines and compare, and you can even track them against each other over time. I mean, you can’t do that with a hospital. Can you imagine if you had to call every single airline to figure it out? And then some airlines charge more if it’s you, and some charge more if it’s me. It’s not going to work long term.
JJ: Or the type of credit card I was using? Like the insurance type? Oh, which one are you? It’s not private, so it’s going to cost you this. So, that’s amazing. Well, thanks for coming on the show and I’m excited to continue the conversation, and hopefully we’ll both be back here next year and we can do another one of these.
CT: You bet. Thank you so much.
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