By: John Lavey | Hammock President/COO

On Sunday, March 29, President Trump extended social distancing guidelines until the end of April. Two days later, he warned of a “painful two weeks ahead.” The number of confirmed COVID-19 cases continues to rise rapidly, and our healthcare system and nation are heading into a critical few weeks where the death toll is estimated to soar. 

We’re in awe of the frontline healthcare workers who are making sacrifices to care for the critically ill, especially as there continue to be shortages of personal protective equipment and ventilators that are needed to treat the most acute cases. We see you, and we thank you. 


We know that the coronavirus (COVID-19) continues to be at the top of mind for many of our clients—just as it is for all of us here at Hammock Inc.

We are committed to maintaining a safe and healthy workplace for our employees. Therefore, we’ve created a culture and designed workflows that enable us to work remotely and continue our service to clients—uninterrupted.

Starting on Monday, March 16, 2020, Hammock employees will be working remotely. We have the systems and platforms in place to ensure that we can communicate effectively with one another—and with you. We’re committed to keeping all work on schedule.

This is an unprecedented time, and we plan to evaluate the situation on a week-to-week basis. We are closely monitoring local and national news, and we’re following the guidance of government and health officials. Because we partner with so many healthcare clients, we are particularly aware of our responsibility in slowing the spread of the coronavirus and practicing responsible social distancing.

We greatly value our relationship with you, and we are committed to do anything we can to help you minimize the challenges of COVID-19.

We are here to help you—no matter where “here” may be in the coming days.

Wishing you safety and good health,






John Lavey
Hammock President/COO

P.S. In addition to emailing or phoning your contacts at Hammock, please feel free to contact me at 615-293-7004 if you have any questions.

By: John Lavey | Hammock President/COO

Practicing kindness and channeling empathy for your fellow man is always a good idea. It’s also a best practice for effective marketing—a truth that is never more evident than when tragedy strikes. In the early morning hours of Tuesday, March 3, four tornadoes roared through Middle Tennessee, causing extensive damage in Nashville, Mount Juliet, Cookeville, and other surrounding communities. Many of our neighbors and friends lost homes or businesses. Worst of all, there were 24 lives lost in an instant (and that number may rise as search efforts continue).

By: John Lavey | Hammock President/COO

Having customers tell your company’s story is one of the most compelling forms of content marketing.  Research shows that case studies are the most effective form of content when trying to reach prospects later along the customer journey, at the stage of evaluation and purchase.

Though case studies are clearly valuable, our clients often tell us about their struggle to find customers willing to participate. Why?

By: John Lavey | Hammock President/COO

I had an experience this week that showed me that the first priority of any healthcare marketing aimed at patients must be a better customer experience. To use the phrase learned in medical school training: primum non nocere (First, do no harm).

By: John Lavey | Hammock President/COO

Creating content that solves problems instead of hyping solutions is the most effective kind of marketing we know. When it comes to solving problems for persons with disabilities, that also encompasses the creation of accessible content.

By: John Lavey | Hammock President/COO

Google reports that 7% of its searches are health-related. This adds up to 70,000 searches a minute. That’s a lot of time consumers are spending looking for help before taking action. 

We know providers and payers also have a voracious appetite for helpful content. Those companies typically have nine people involved in a purchasing decision of any healthcare IT solution, and they report spending much of a yearlong sales cycle doing research before ever entertaining a sales professional (2018 HIMSS and Content Marketing Institute survey). 

By: John Lavey | Hammock President/COO

We regularly talk about the high value of case studies or testimonials when marketing to healthcare providers or payers. I am one of those people who can learn a lot from a case study if it’s relevant to me.

But assuming that everyone in your audience can see themselves in another similar company doesn’t take into account all learning styles.

By: John Lavey | Hammock President/COO

Countless healthcare events are held every year, from high-level thought leadership seminars to more intimate symposiums. But when it comes to organizing these conferences, marketers often have the same complaint: The amazing content created for the event—typically one of the organization’s largest investments—usually doesn’t outlive the conference itself.

By: John Lavey | Hammock President/COO

A common complaint about websites is they don’t clearly and explicitly convey a company’s mission and goals. In fact, one of the worst things to hear about your own site is,  “I looked through it, but I still don’t know what you do.”