Healthcare B2B Content Presence Highlight: Cognizant

Sometimes new(er) entrants to healthcare bring the best content…which makes sense. As an industry, we tend to move more slowly in many areas (use of technology, marketing, Internet engagement, etc.).

Cognizant, a global business and technology service company, specializes in digital tech and services that help their customers improve online and mobile businesses — a new frontier for healthcare, and something they do an excellent job of relating through a varied and informative content library.

Who Should Pay Attention

This content structure is good for any healthcare IT services company looking to increase their thought leadership reputation, or general IT services organization looking to step into healthcare and begin to establish trust that’s so difficult to win, but so essential in making progress in the industry. (Be sure to check out our tips for application in your organization at the end of the article.)

Awareness

I ran across Cognizant via a UK Reuters article (found through a healthcare business news search) stating that the company expects healthcare to be a major driver of their growth (largely because of the implementation of the Affordable Care Act). Seeing this made me curious about how they present their specialization in healthcare.

Visiting the main site, it is a bit difficult to tell that the company works in the healthcare arena, but this may be because they just recently acquired healthcare IT services provider TriZetto Corp (whose presence makes their focus on healthcare quite obvious) and have future plans around branding and content presentation.

Content Presence

That said, Cognizant does have a dedicated healthcare space, the content highlight of which is likely its cross-vertical “Latest Thinking” feature, which is prominently linked to on a mid-screen navigation bar. This area connects you to a collection of colorful and well-organized white papers and industry insight pieces (check out this one on operationalizing a patient-centered focus.)

What perhaps is even more powerful, is their breakdown by healthcare segment. Cognizant works with:

• ~Payers
• ~Care delivery systems
• ~Government and public health programs
• ~Pharmacy benefit management

Each of these specializations is highlighted with relevant visuals that serve as a link to an overview of their perspective, their services in the area, and relevant white papers.

Both Cognizant and TriZetto are active in sharing their work on social platforms (Twitter and LinkedIn).

Cognizant’s content presence is much stronger than TriZetto’s (though TriZetto does make use of broader types of media, including video), and there’s no doubt that the two of them will combine for an even more powerful and effective healthcare B2B content presence.

Application

Creating a presence like Cognizant’s requires an articulated understanding of the segments you serve, their topical needs, and how your products and services mesh with those needs.

If you’re starting from scratch, here’s a rough guideline on kicking off a similarly structured content presence yourself:

Step 1: Describe Your Customers

• Create a flow chart that breaks down your customer segments

Step 2: Identify Their Topical Needs

• Come up with five topical/question items of interest under each segment (this may require some conversation with your sales teams or client support).
• The more directly they address a customer problem, the better…so “ICD-10” is good. “Transitioning to ICD-10” is better. “Reimbursement Problems Cardiac Cath Units Will Face Because Of ICD-10 Crosswalking” is best.

Step 3: Highlight Your Competencies

• Pull at least 10 of those items in which your organization has particular strengths, specializations, or stellar outcomes.
• Make sure that you have relatively even coverage of your services and segments.

Step 4: Create

• This will require some planning and testing around type of media (articles/video/case studies/audio/etc.), distribution and creation methods, but you likely have a wealth of information available in your organization that can be translated to vivid, effective content that drives business.
• You might want to dedicate one person in your organization to content creation, or even outsource creation to someone familiar with the industry (through services like the ones we offer).  You could also consider allowing different members of your organization to contribute in their areas of focus. It’s likely you’ll find that a combination of those options best fits your needs

If you have any questions around the next steps your organization needs to take to establish yourselves as thought leaders in your corner of healthcare, set up a time to talk with me today.

 

Megan Williams, MBA, Healthcare B2B Content Strategy

P.S. If you’d just like to check out our weekly insights on thought leadership in the  healthcare B2B space, take 2 minutes and sign up for our Thought Leadership Companion (a 5 min read every Monday).