By John Lavey | Hammock President/COO

At a HIMSS-sponsored conference in May, HIMSS Analytics and the Content Marketing Institute presented new survey results about the best content marketing practices in healthcare IT (HIT). The most successful efforts fall into what’s called the “three Cs”:

By John Lavey | Hammock President/COO

“May you live in interesting times” sounds like a friendly toast you hear at a wedding reception. However, the saying is actually an ironic “Chinese curse.” The irony? Interesting times are times of great change and challenge during which we move from one crisis to another. Indeed, times that aren’t interesting are peaceful and calm.

For healthcare marketers, these are very, very interesting times.

By John Lavey | Hammock President/COO

If you’re lucky, you’ve found one person at the organization you’re marketing your services to who is a champion for your solution. You’ll probably need that person to carry you on their back, like a Sherpa guiding you up a mountain, for a year. How can you help and encourage them along the way?

By John Lavey | Hammock President/COO

What is failed marketing? It can be the inability to share a story that matters to the intended audience.

On Tuesday, voters in Nashville overwhelmingly rejected a proposed transit plan to address congestion in the fast-growing city (Hammock’s hometown, and home to many of you). There are many reasons why the referendum, despite its support from some of the city’s corporate forces, failed. But the lesson marketers should learn from the referendum is this: Don’t tell the wrong story.

By John Lavey | Hammock President/COO

We’re all waking up to how much of our personal data is owned by other companies. We wanted the benefits and convenience offered by these online companies, but in the light of a new day, it doesn’t feel so good. Let’s just say that the hangover has set in.

By John Lavey | Hammock President/COO

When talking to prospects and clients about their content marketing, we usually discuss various marketing automation platforms, such as Hubspot, Eloqua, Marketo, Pardot, Infusionsoft, etc. Companies often voice the following frustrations with these platforms:

By John Lavey | Hammock President/COO

During a call discussing marketing this week, I heard a word that I don’t often hear outside of church: stewardship. In this case, a head of sales and marketing for a healthcare technology company mentioned that she was a steward of their brand.

By John Lavey | Hammock President/COO

Few organizations are as trusted as KLAS Research for its evaluations and ratings of the software, medical devices and services firms serving the healthcare industry.

A “Best in KLAS” distinction is the “Good Housekeeping Seal of Approval” for the industry, and a company that meets KLAS benchmarks can receive some of the best kind of marketing available. A great KLAS score can help a small company, in particular, get on the radar of large prospective customers.

By John Lavey | Hammock President/COO

Marketers focused on reaching hospitals have a different lead generation challenge than marketers in other industries. In a consumer environment, or in larger business-to-business markets, you are fishing in an ocean with millions of targets.

By John Lavey | Hammock President and COO

I’d like to think I’m a healthy person. But as I knock out my second handful of Trader Joe’s Cocoa Hazelnut Cookies while writing this piece, I’m reminded that healthy eating is more of a big idea than a reality, at least for me. (I’m willing to exercise regularly, but exercise accounts for a depressingly low amount of daily caloric burn.)