By John Lavey | Hammock President and COO

While wrapping up several year-end customer media and marketing content projects, I remembered the story at the opening of David Foster Wallace’s commencement speech, “This Is Water,” at Kenyon College in 2005.

The story tells the tale of two young fish who meet an older fish as they are swimming. The older fish nods at the younger ones and says, “Morning, boys, how’s the water?” The two young fish continue swimming, until one looks at the other and says, “What the hell is water?”

By John Lavey | Hammock President and COO

How often have we found ourselves sitting in waiting rooms for hours on end for the privilege of spending our own money? Then, after we’ve checked in, we may sit in another cold room in a backless paper gown never knowing what’s going on or what’s taking so long. And if we raise our hand and ask a question, we’re seen as the crazy one. Most of us just accept—and expect—this reality.

By John Lavey | Hammock President and COO

Yesterday at emids’ Healthcare Summit—one of the few healthcare conferences to successfully deliver thought leadership, in my opinion—a few panelists started to get real about the idea of consumerism in healthcare. My takeaway? Marketers should be a lot less focused on patients and consumers and think more about how to solve problems for people.

By John Lavey | Hammock President and COO

Many healthcare marketers are trying to complete projects left on their plates for 2017, while others are trying to set the table for next year. With just two months left on the calendar, it’s prime time to launch critical projects now that will pay off dividends in the new year.

By John Lavey | Hammock President and COO

Is your content strategy strictly focused on generating leads and using social channels to push out content? One new study suggests that what may be successful in the short term may actually undermine your customer relationships in the long term.

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 John Lavey | Hammock President and COO

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

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 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 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.