In this conversation, Eric Gray interviews Amanda Todorovich, the Senior Director of Content and Creative Services at Cleveland Clinic, about content marketing in the healthcare industry. They discuss the challenges and successes of building a content engine at Cleveland Clinic, the importance of content marketing in healthcare, and the impact of content on brand awareness. They also explore the creative process in content marketing, the medical review process for healthcare content, and the evolution of social media strategy. Amanda also shares insights on changing beliefs and adaptation, the significance of knowing the brand and purpose, as well as the evolution of content channels.
00:00 Introduction and Background
03:16 Building the Content Engine at Cleveland Clinic
09:07 The Importance of Content Marketing in Healthcare
16:42 Sustained Success in Content Marketing
20:23 Content Marketing's Impact on Brand Awareness
24:44 The Creative Process in Content Marketing
27:37 Exciting Content Projects and AI Integration
30:07 Creating Tone and Personality in Healthcare Content
31:48 Medical Review Process for Content
34:17 Evolution of Social Media Strategy
36:47 Nimble Content Creation for Social Media
38:07 Staying True to the Brand
39:13 Being Inspired by Other Medical Content
41:04 Knowing Your Brand and Purpose
42:13 Evolution of Content Channels
43:22 Changing Beliefs and Adaptation
45:38 Creating Brand Champions Internally
46:33 Improving User Experience
47:43 Analyzing Data for Content Creation
49:09 Seeking Inspiration from Media Industry
51:42 Essential Tool: Slack
51:58 Recommended Podcast: Marketing AI Institute
52:39 Passion for Healthcare Content Creation