- About Hammock
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- Cross-posted on RexBlog.com
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- Idea Email
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Idea Ebook | Book 1
Using Content to Support Sales to Healthcare Providers
Successful marketing and sales to healthcare providers—and building enduring relationships—requires helping your customer along a journey from problem to solution. Developing lead generation content is the first stage in the customer journey, but an enduring relationship with customers goes far beyond this first stage.
The Ebook, Using Content to Support Sales to Healthcare Providers, provides ideas on:
- The appropriate audience to reach
- How to deliver content your audience values
- How content influences decision makers
- How to build relationships with customers over a long sales cycle
- How to ensure your sales content is effective
- How to communicate in a time of change
- How to ensure your content is seen
Learn this and more by downloading Using Content to Support Sales to Healthcare Providers, the first in the Hammock Healthcare Media series, A Healthcare Marketer’s Guide to Enduring Customer Relationships.
Hammock Idea Ebook
Using direct-to-customer media and content to build long-term marketing relationships
In a marketplace of commodity products with similar features, the most powerful way to market a product or service is to go beyond selling and start helping customers use those features to reach their goals.
In Hammock’s new Idea Ebook, Outcome Marketing: Using direct-to-customer media and content to build long-term marketing relationships, you will learn about this powerful form of marketing that does not focus on products, services or features. Instead, outcome marketing focuses on the goals and outcomes that customers want to reach or accomplish.
The May/June issue of American Spirit*, the national magazine of the Daughters of the American Revolution (DAR), visits Lasell Hall, owned by Schoharie DAR Chapter, Schoharie, N.Y. The home, in DAR’s hands since 1912, was severely damaged during the flooding from 2011’s Hurricane Irene. The building has become a signature restoration project for FEMA, but that agency wasn’t the only one to lend funds or a helping hand. Chapter members and the entire community came together to restore the circa-1795 home, including reinstating the original floor plan and many historic paint colors.
Recently, Hammock helped its long-time client HealthTrust launch reSOURCEs, a new section of HealthTrust’s public website. The site features insightful and helpful related to the healthcare supply chain, industry topics and clinical best practices—all topics of relevance to HealthTrust membership. Materials managers, clinicians and healthcare executives can explore relevant articles and insights from industry authorities, healthcare professionals and HealthTrust subject matter experts.
The site provides fast access to stories originally in the print version of The Source, HealthTrust’s member magazine that Hammock helps publish every quarter. The site also provides a channel for HealthTrust experts and Hammock healthcare writers share fresh outlooks on current challenges and opportunities facing healthcare professionals in the supply chain.
American Spirit*, the national magazine of the Daughters of the American Revolution (DAR), has a strong track record of spotlighting unique preservation efforts of DAR members and others dedicated to restoring the nation’s iconic places.
For the January/February 2016 issue, our cover subject is Ferry Farm, the site of George Washington’s boyhood home. After spending almost a century as an endangered site, Ferry Farm is rising again, as a team of archaeologists, historians and volunteers with the George Washington Foundation work to reconstruct the circa-1740 house and uncover new information about the early life of America’s first commander in chief. DAR members have so far raised more than $125,000 for the restoration.
Because of American Spirit’s focus on the lives of Patriots, we don’t often talk about the lives of Loyalists. Some faced mob violence and property seizures because of their allegiance to the Crown, and others changed their allegiances throughout the war depending on their treatment. Fearing persecution after the Revolutionary War, thousands of Loyalists fled to Canada, where they faced new hardships before becoming a vital part of the fabric of their new country.
The current Idea Email explains how and why ad-blocking isn’t just a browser plug-in hack. Blocking ads is also a multi-billion dollar business. It’s based on the notion that advertising doesn’t always need to be at the transaction intersection when dollars are exchanged for content. Oftentimes, customers become so overwhelmed by the crush of ads on the internet and traditional media, they are more than willing to pay media companies for the chance to view (listen to, watch, read) ad-free content.
And many media companies have learned that there are billions of dollars in potential revenue in allowing people to pay for ad-free content, rather than subjecting them to personalized ads or the sheer magnitude of ads that appear on a web page.
Here are some examples of ad-free content providers and how they make money (or hope to).
This month marks the beginning of Hammock Inc.’s 25th year as a marketing services company focused exclusively on what is now called “content marketing.” During the last 25 years, we’ve been able to work with many great clients in developing all forms of print and digital media used to build long-lasting relationships with their customers.
One important thing we’ve learned during the past quarter-century is that unlike traditional advertising, customer media and content can play an important role throughout the relationship between marketer and customer. To explain what we mean, we’ve published the Hammock Idea eBook, Content Along the Customer Journey. You can download it below.
While there is no way to know, I’m guessing there’s never been an election where everyone at Hammock HQ has voted for the same candidate. And as Nashville is in a run-off mayoral and Metro Council election with outstanding candidates, there’s a good chance we won’t be breaking our 24-year-history of never agreeing 100% on who we’ll vote for — at least that’s my guess.
However, we do agree on one thing: How hard it is to figure out exactly when and where to vote early in this run-off. For example, every day, the polls close at a different time: 7 p.m., 6 p.m. or 4 p.m. So to find out exactly what time today the polls close, you must visit the Davidson County Election Commission’s webpage on Nashville.gov.
There you can download a PDF of a page filled with SHOUTING-OUT ALL-CAPS listing the time the polls will close.
We appreciate the effort, but this approach, with line-after-line of information just doesn’t work for us.
Rather than complain, we decided to create something we could share in the office that makes it a little clearer when and where one can vote early. Thinking we’re not the only confused voters, we then decided we’d share it here with anyone who would like to use it.
We’re not trying to get you to vote for a specific candidate. We’re just trying to get you to vote.
We’ve posted it with a Creative Commons license that grants anyone the right to take the page and use it any way you’d like. So, for example, if you are a supporter of a candidate in any of the run-off races, feel free to use it any way you’d like — except not in a way that appears like we’re endorsing a candidate. Do that and at least 50 percent of us would be mad.
(Feel free to share, even adapt, this.
It is licensed under a Creative Commons Attribution 4.0 International License.)
Photo of voting booths: ThinkStock.com
Anyone who has read this blog with any consistency or subscribes to Hammock’s Idea Email will understand why I think the article “A mile wide, an inch deep” written by Medium.com founder and Twitter co-founder Ev Williams should be required reading for marketers.
Idea: How to Add Magic to Your Marketing in 2015
“People are 100 times more interested in themselves and their wants and problems than they are in you.” That quote may sound familiar if you’ve ever read Dale Carnegie’s 1936 classic self-help book, How to Win Friends and Influence People.