By John Lavey | Hammock President and COO

What are companies that are very successful with content marketing doing right? What about companies that are less successful?

The B2B Content Marketing: Benchmarks, Budgets and Trends—a comprehensive survey of more than 1,000 companies of different sizes and across different industries—contains some useful data for healthcare marketers. It reveals the profile of B2B companies that are the most successful at using content marketing. The most successful companies view the following two qualities as most important:

By Rex Hammock, CEO

In the days after Hurricane Katrina, I was contacted by a friend in the magazine publishing field who was reaching out on behalf of a small publisher in New Orleans.

For the first time, the company’s five-person editorial and sales team was unable to gather at one location to work. Their office was under 5 feet of water, and employees had been forced to evacuate to other locations, some of which were hundreds of miles away.

By John Lavey | Hammock President and COO

Building a patient-centered healthcare system means creating highly satisfactory experiences in addition to healthy outcomes.

By Rex Hammock, CEO

“Content marketing” has become associated with everything from search engine optimization to lead generation. But sometimes its most powerful role is overlooked—content is often what separates a leading product from its competitors. In this role, content isn’t just a way to market a product, but part of the product itself.

By John Lavey | Hammock President and COO

The Health:Further conference in Nashville this week has triggered many great discussions about how healthcare can embrace transformation. The conference has featured sessions on moving to a patient-centric, consumer-oriented system; breaking down information silos and creating interoperability; and focusing on wellness and population health to shift some of the high percentage of costs away from disease and end-of-life care.

By Rex Hammock

Many years ago, I was hired to create a public relations department within an advertising agency. It soon became apparent to me that PR and advertising often have little to do with each other. The two can look alike if a client’s goals are about launching a product or developing and supporting a brand. But the skills, responsibilities and business models of advertising and PR can be fundamentally different and, quite often, at odds with one another.

By John Lavey | Hammock President and COO

Our work for healthcare companies that sell to providers—technology companies in particular—reveals that there is usually too little attention given to marketing the process of implementation.

By Rex Hammock

I’m described by some as an early-adopter geek. I guess having @R as my Twitter username helps perpetuate that perception. But the focus of my interest is not on the “early” part of that description. My obsession with “the new” is as much about avoiding it as it is about adopting it.

By John Lavey

If you’re like me these days, you’re constantly refreshing Twitter for the very latest news updates on healthcare legislation. Trying to stay current on events I can’t control is making me crazy.

However, a Forbes article this week made me pause and take a bigger perspective of the challenges that face us as healthcare marketers in the days, months and years to come. I found the context helpful to orient me toward things I can change.

By Rex Hammock

I’ve spent the past few decades helping people who work in large organizations use a wide variety of media, content and strategies to successfully communicate with the audiences they are trying to reach, whether they be customers, members, supporters, employees or owners of their products.