It’s my job to get enterprise healthcare companies running on high-ROI content marketing as quickly as possible.

This is more than launching another blog series or releasing another white paper. It’s creating a living content ecosystem—one built on refining the topics and tactics that nurture relationships and move sales. 

One of my favorite ways to do this is to start with a theme or topic that you want to own as a brand, then using that to build a Minimum Viable Funnel—something we can test and refine to increase ROI and effectiveness as I support you as an external marketing resource. 

I love this concept because it:

• Establishes pertinent content metrics and measures ROI
• Guides effective content creation that goes beyond trends and shiny new marketing fads
• Can shape future refinements of your funnel and make a business case for increased marketing budgets
• Ties thought leadership to business results

You can contact me to talk out what that might look like for your company. In the meantime, here’s an example using work I’ve done for one of my clients (click to see content examples).

Minimum Viable Content Funnel

Theme: Hospital Margin Analysis

Goal: Owning the margin analysis conversation in healthcare financial decision support to push a key differentiator, highlight product capabilities, and drive targeted leads.

Why: Their products are uniquely able to power margin analysis—critical to hospital decision-making in an age of value-based care.