By John Lavey | Hammock President and COO

A typical sales call never goes exactly as planned. You may have worked hard to ensure that all decision-makers would be in the room for your presentation. Only after you arrive, do you sometimes learn that a key attendee won’t be present.

Someone typically minimizes the importance of the absence, remarking, “Just email your presentation deck, and we’ll share that with [missing person].” This statement should set off alarm bells in your mind. However well-intended that statement may be, don’t head down that path.

By John Lavey | Hammock President and COO

Accept the reality that your competitors will have a shot at making a case to your prospective customer. Embracing that idea can give you a powerful content opportunity: helping your prospect shop.

By John Lavey | Hammock President and COO

Recently I joined some members of our church on a Habitat for Humanity building project. I was part of a four-person team whose job was to hang exterior siding.

Another team from our church was a group of retired men. Since it was so hot, I was concerned about the other team, as I expected them to struggle to keep up.

By John Lavey | Hammock President and COO

Joe Pulizzi, founder of the Content Marketing Institute and author of the book Content Inc., recently paid a visit to Nashville. Pulizzi offered great insights for marketers, particularly those who are looking to launch content marketing efforts for their companies.

More than 100 healthcare marketers were in attendance. Here are seven points Pulizzi made that we at Hammock subscribe to wholeheartedly.

By John Lavey | Hammock President and COO

As marketers, perhaps our first and most important responsibility is helping our audiences solve problems. What I appreciate most about Nashville and the healthcare industry here is the spirit of collaboration that exists to tackle problems together across competitive divides.

By John Lavey | Hammock President and COO

When it comes to executing a successful content-based lead generation strategy aimed at healthcare professionals, the first challenge is developing the type of must-have information that can help these professionals fill knowledge gaps and carry out their responsibilities.

Since most healthcare professionals’ inbox are already filled with offers for such material, here are five tips for converting your must-have information into the start of conversations with prospective clients.

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.

By Jamie Roberts, Editorial Director

“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.