Featured Uberflip Hub: hcpresources.medtronic.com
As a Content Experience Explorer (EXPY) Award nominee, Anne is recognized as a marketer who takes the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, Anne has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn her own hard-won insights of how she’s improving the way content is experienced.
Putting the Content Experience First
At Medtronic, with Uberflip we’ve removed dead-ends in the customer journey and replaced them with pathways to purchase. Also, we’ve scaled quickly, with five hubs across three regions that are either live or in progress, within only four months. We are ready to support the global digital marketing efforts for the Minimally Invasive Therapies Group at Medtronic.
Using the Content Experience to Establish Meaningful Relationships
At Medtronic, we have a key goal in common with our customers: deliver better patient outcomes. That’s why we show up to work each day; whether you’re a surgeon performing surgery, a nurse caring for a patient, or in R&D for a new device that quickens diagnosis or shortens recovery time. Because of this, everyone at Medtronic—including marketing—feels strongly about building meaningful connections and relationships with our customers. The Marketing Operations team, too, takes this to heart. Making it easy for our customers to discover information that supports their work and, in turn, helps their patients, is part of our mission.
With Uberflip, our customers have a place to easily access information in a user-friendly digital environment, organized in a way that’s easy to navigate by topic, care setting, and content type. But beyond that, we’ve seen an increase in conversion rates and engagement, indicating that the information provided is valuable and aligned to topics that matter. By sharing data internally around what works and what falls flat, we’ll be able to deliver even more of that content to our customers in the future.
Creating Amazing Content Experiences Along the Entire Journey
Our content often follows the structure of our business, organized around products. However, as we met with marketers across the company, we discovered a wealth of buyer-centric content being created around the challenges, needs, and interests of our target audiences. But there were few easy avenues for our customers to access it. As a result, this wonderful content wasn’t getting in front of the right people at a high volume, diminishing its potential impact for our business. Also, even if content was influencing revenue, there was no way to show it.
With Uberflip, the content our colleagues have worked so hard to create reaches the right people organically and through campaigns, and we can track that engagement and serve up the right calls to action and solutions based on the content our customers view.
For example, we have a newsletter focused on providing educational information relevant to the nursing community. Using Uberflip, we were able to track customers visiting content featured within the newsletter, clicking and reading related content from the same marketing stream, and converting by filling out a contact form customized to that stream. Without Uberflip, the customer journey would have ended with a click to an asset in a newsletter. Instead, we are able to provide them with an opportunity to engage with additional information, decide they wanted to learn more about our solutions, and fill out a form to talk to a rep.
By enabling the customer journey with content, and continuing to optimize and improve conversion rates, we can empower the marketers in our organization to meet their revenue goals with the help of digital channels.
Future Explorations in Content Experience
In the future, we’re focused on account-based marketing (ABM) and using Uberflip to support those efforts. We’re also looking forward to seeing Uberflip scale to support the digital marketing efforts of our colleagues in Latin America, Canada, and beyond!
