Invest in meaningful content to keep customers happy say Australia’s top health CMOs

Four of Australia’s leading CMOs have stressed the importance of high-quality content at Mumbrella’s Health and Wellness Marketing Summit.

In a wide-ranging session, SFI Australia’s Michael Aylward, GSK’s Brad Cook, iSelect’s Geraldine Davys and HCF’s Chris Rawlins discussed a series of issues, but all were in agreement teams must focus on providing customers with communication before and after purchase.

From left: GSK’s Brad Cook, HCF’s Chris Rawlins, SFI Australia’s Michael Aylward and iSelect’s Geraldine Davys

Area marketing director Cook told delegates: “It’s a massive opportunity because in 2017 content is king. We accept that and we generate a lot more locally.

“The challenge is that you go online and it’s all content. How do you mix that with engagement? You have to link it to search and you have to be the place they want to go back to.

“Think about what you are generating content for? If you have sore muscles you might be searching for that on a Sunday night.

“But it’s only content that engages that means patients make a purchase and then come back.”

“It’s easy to develop content but hard to make it meaningful.”

Chris Rawlins, the chief marketing officer of health insurance firm HCF, echoed those thoughts.

He said: “Good content is critical to us. Our CSAT (customer satisfaction) scores are the highest in the industry. They look at us for credible, quality content.

“But the question is how do we translate that into acquisition content? We have to give a better deal.”

Geraldine Davys went further still: “We’ve built a content hub and it’s doing the nurturing job of bringing customers through the research journey.

“It’s never been more important and we are all starving for it.”

Brad Cook was asked about the effects of the so-called ‘Dr. Google’ – that is patients increasingly diagnosing themselves and then visiting stores knowing exactly what products they want.

“Healthcare professionals still play a big role. They will go to Dr. Google and then head out to a pharmacy. They could be the consumer who is the consumer, or the consumer who is the shopper.

“They could be a carer. They could be buying children’s Panadol. An engagement can happen at any time.”


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