By John Lavey | Hammock President and COO

I recently met with leaders of a healthcare company who told me they had been purchasing articles for their website from a large provider of medical content. But rather than improving their search engine results, the content kept scoring lower and lower. Upon analysis, we discovered that Google was penalizing the company’s site because its content appeared on numerous other sites. In other words, they had filled their site with duplicate content.

“Every time you see duct tape in the world, that’s a design opportunity. Why? Because that’s an indicator that something is broken. Something didn’t perform the way it is designed to. And there is an opportunity to improve it.” — Joe Gebbia, Airbnb

A Hammock team joined 42,287 of the “best and brightest minds in health and IT” at the HIMSS 2017 conference this week in Orlando. The mile-long exhibit floor featured eye-popping technology and next-gen innovations from 1,200 vendors, including Hammock clients Amplion and emids.

By John Lavey | Hammock President and COO

All parts of the marketing mix have their strengths: Data informs. Advertising connects. Content—done well—activates your audience. Engaging customers can be a worthy goal for content marketing. When it comes to lead generation content, though, you want to create an action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely lobbing content out into the wide blue internet.

By John Lavey | Hammock President and COO

As the healthcare industry awaits changes to the Affordable Care Act, Medicaid and Medicare, and as uncertainty looms about multiple healthcare laws and regulations, this is the time when true leaders emerge.

By John Lavey | Hammock President and COO

Research shows that selling to healthcare providers typically involves long sales cycles and a growing number of decision-makers. For some companies, the weak link in their marketing message comes at the very beginning of the potential sales cycle, right where they need to make the strongest impression—when delivering presentation decks. That’s when you need to provide content that grabs your prospect’s attention and keeps the sale alive over a period of months.

By John Lavey | Hammock President and COO

It’s that introspective time of the year—that time when we make plans for how to do more and be better, both personally and professionally, in the New Year. With so much uncertainty facing the healthcare industry in the aftermath of the election—especially for companies with healthcare providers as customers—how can you be sure you are optimizing your content marketing and sales support approach?

By John Lavey | Hammock President and COO

I recently attended a business luncheon around the topic of disruptive technologies that are seeking to change the way we shop for or access healthcare. Whether it’s Google or Uber or many smaller firms, numerous companies without healthcare DNA are shaping the future of healthcare.

Michael Burcham, CEO of Narus Healthcare and moderator of the discussion, summed up the discussion with two pieces of advice for would-be disruptors: No. 1. Be very clear about what question you are answering, and No. 2: Make sure your solution connects to a smartphone.

By John Lavey | Hammock President and COO

I recently attended a conference in Nashville on healthcare consumerism. Some great brains—both inside and outside of the healthcare industry—came together to address one of the great challenges for our healthcare system: How do you change customer behavior?

How can we influence individuals to comply with doctor’s orders after a physician visit or discharge from the hospital? How can we encourage individuals to invest in their own health or wellness before they become sick? 

By John Lavey | Hammock President and COO

A recent HealthLeaders Media study on the buying behavior of hospital decision makers has a lot to say about the role of content.

Here are four key takeaways from the study: 

 

By John Lavey | Hammock President and COO

A few years ago, I presented at a conference for marketers who worked for gas and electric utility companies. Before the presentation, I researched customer attitudes about power utilities. The findings revealed high levels of dissatisfaction with the format of electric and gas utility bills. Customers were also frustrated with utility websites, particularly when accessing them through smartphones. They complained that they often couldn’t get answers to basic questions, such as: How much do I owe? When will someone work on the power outage on my street?