By: John Lavey | Hammock President/COO

We’ve observed an interesting nuance in the language used in marketing materials for behavioral health specialists—they refer to their customers as clients, not patients.

It’s a subtle difference, but it implies that the individual being served is involved in ongoing care. The language has evolved to encompass continuing care, not just one-off transactions.

By: John Lavey | Hammock President/COO

Trust has always been a cornerstone of the patient-physician relationship, and high levels of trust in medical institutions have remained steady in large opinion polls.

But as the forces of consumerism continue to transform the healthcare industry, the rules are changing—and content needs to keep pace.

By: John Lavey | Hammock President/COO

According to statistics from the U.S. Census Bureau, the average lifetime value of a healthcare consumer is $1.4 million. That’s an amazing number. Most people will probably spend more money on healthcare than anything else, including housing, schooling and even investments.

Despite that value, we are in the Dark Ages when it comes to providers’ ability to nurture that customer on a journey toward something that looks like loyalty.

By: John Lavey | Hammock President/COO

When it comes to improving customer service, healthcare providers are looking outside the industry for role models. Whether seeking out the lessons of legendary service providers such as The Ritz-Carlton or Disney, healthcare leaders are looking to learn from the best.

I recently had a conversation with someone in a high-level operations role for one of the leading cancer centers in the United States. The hospital had recently consulted with the famous New York City restaurateur Danny Meyer, who wrote a book about the transformational power of hospitality in business.

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.