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.

By: John Lavey | Hammock President/COO

Whether or not you make New Year’s resolutions, we likely all could stand to change a habit or two when it comes to our health. Most of us know what we have to do, but we don’t always know how to make the change.

Changing habits is an important topic not only for those of us who want to improve our health, but also for those of us involved in creating content to encourage patients to become healthier.

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 action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely tossing out content into the wide blue web.

By: John Lavey | Hammock President/COO

At Hammock, we are fortunate to be in a field at the crossroads of two technologies that impact the way we live and work:

By: John Lavey | Hammock President/COO

I started working in media in the early 1990s. In those days, the content we created was driven to someone’s house in the early morning and tossed on the driveway. Today, the content we create can be consumed by someone on her mobile device as she flies to Europe.

By: John Lavey | Hammock President/COO

With all the divisive news out of Washington lately, you might be tempted to think that no other institution has lost more trust in the eyes of Americans than the U.S. Congress. You’d be wrong. There is an institution seen as even less reliable: our medical system.

By John Lavey | Hammock President/COO

How can content be used to support account-based marketing (ABM)? We defined ABM in an earlier Idea Email this year, and as the concept has gained traction, we thought it deserved a closer look.

By John Lavey | Hammock President/COO

I had dinner with an old friend last night. As we caught up, we swapped stories about lots of things, including the health of our parents. We both have parents with heart issues who were treated in the same hospital—Inova Fairfax Hospital—near where we grew up.

This morning, my friend sent me an article about Inova Fairfax. It’s a beautiful story about two teenagers who received heart transplants in the same hospital on the same day, then years later, fell in love.