By: John Lavey | Hammock President/COO

A colleague recently decided to replace a rotting windowsill. He didn’t want to hire someone, so he researched what he needed to do, talked to friends who had experience, then did it himself.

As soon as he finished the windowsill, he noticed he needed to paint the window frame. As soon as he painted the window, he noticed the other windows in the house also needed to be painted. And so on and so on. Success became about making the entire house look as good as possible.

By: John Lavey | Hammock President/COO

The best kind of content is content that helps your customer solve problems and find greater success in what they do. In short, providing help not hype. Newly released data shows that high-quality content is more important than ever.

A recent report on B2B content consumption from Netline offers fascinating insights into the digital content consumption habits of decision-makers across a variety of industries.

By: John Lavey | Hammock President/COO

When I first saw someone present about gamification at a conference, I thought the concept was silly. Gamification uses elements of video games, like scoring points or earning tokens, to enhance a customer’s experience and increase their engagement with digital content.

But time has proven me wrong. I underestimated how powerful gamification can be to help create engaging content, change behaviors and deliver powerful results.

By: John Lavey | Hammock President/COO

Often in a first meeting, I sit with a pad and a pen, listening and taking notes. Paging back through my notes, two words emerge from first conversations with healthcare business-to-business marketers more than any other: “thought leadership.”

By: John Lavey | Hammock President/COO

The period after my father suffered a heart attack and the 75 days until he died was my most up-close-and-personal experience with healthcare. The work to help my mom and serve as a caregiver to my dad was the most important job I’ve had in healthcare. The work I do for clients, while informed and enlightened by my experience, is secondary.

By: John Lavey | Hammock President/COO

The marketplace for healthcare analytics is projected to grow from $15 billion in 2019 to $60 billion in 2025. Healthcare marketers who use big data tools will be able to learn more about customer preferences and see patterns that are currently invisible.

Big data will be instrumental in areas like population health, providing payers and providers with the tools they need to deliver better care and helping them allocate resources more efficiently.

By: John Lavey | Hammock President/COO

A new proposed rule from the Centers for Medicare & Medicaid Services (CMS) would require doctors, hospitals and insurance plans that operate within federal healthcare programs to make medical records available to patients in an easy-to-use smartphone format.

This gives new meaning to the idea of consumer-facing content.

By: John Lavey | Hammock President/COO

A city can build a safe bike lane from someone’s front door to their workplace and convert a significant number of car commuters into bike commuters. However, if a short, even 100-yard, section of the route is unfinished or challenging in any way, the percentage of riders will stay the same—as if there is no improvement. The entire route must feel safe to the novice rider. Being 95 percent finished is the same as being zero.

By: John Lavey | Hammock President/COO

Last week’s article, “Why 2019 Will be the Year of Healthcare Content Marketing” outlines the many reasons healthcare providers, in particular, need to think about shifting their budgets toward “a more content-centric strategy.”

“Hospitals and health systems are uniquely positioned to deliver compelling content that drives not only audience insights, but business results,” the writer says. Healthcare providers are naturally strong content marketers because they have access to so many subject matter experts. These experts, when paired with good storytelling marketers, can deliver “reputable answers to some of the most common and pressing questions patients are asking.”

By: John Lavey | Hammock President/COO

The dramatic shift from print to digital media, one of the big marketing stories in our lifetimes, happened to coincide with the Great Recession that lasted from 2007 to 2009.

Marketers were more careful with dollars coming out of the Recession and for good reason. There were fewer of those dollars. Cheaper was appealing. And what better way for wary marketers to spend their dollars then on areas where they would be able to see the impact of their spend.