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.”
By: John Lavey | Hammock President/COO
Measuring the impact of marketing investments, including content, on a company’s bottom line is a struggle for marketers—at least for those who are being honest.
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.