By Rex Hammock, CEO

Each year, we share a version of this Idea Email. This year, we are sharing it especially for those who have risked their lives on the front lines of protecting ours. We are thankful beyond words.

In the early days of email marketing, people thought a go-to subject line needed to contain the word FREE.

That era ended with the creation of filters that automatically translate that word into the word SPAM.

I now believe the most powerful word in marketing is THANKS. 

By John Lavey | Hammock President and COO

The economic disruption that has accompanied the COVID-19 pandemic reminds me of the Great Recession (2007–2009). We endured that experience and came through wiser for it. But we also know, with the benefit of hindsight, that a confluence of content marketing forces happened in those years that shaped the way we work today.

Are there patterns for healthcare content marketers taking shape right now that we can start to see? 

 

By Rex Hammock, CEO

“Water, water everywhere, but not a drop to drink.”

Samuel Taylor Coleridge’s 1798 poem, “The Rime of the Ancient Mariner,” reminds us that having an abundance of something is not the same as enjoying the benefit from it.

By John Lavey | Hammock President and COO

Mapping Experiences,written by Jim Kalbach, is a classic for marketing professionals who want to map customer experiences and design stronger ones.

The book has a wealth of practical ideas, and this one in particular has stuck with me: “When we map customer experiences, we are effectively mapping jobs to be done.” And there are three dimensions to checkoff within each job:

 

By Rex Hammock, CEO

As I’ve shared before, using content in marketing is like a golfer and their bag of clubs. Each situation a golfer encounters calls for a unique club—but knowing which club to use is just as important as knowing how to use it.

One of the most challenging and rewarding things about using content tools in marketing is learning when to use new tools, as well as learning how an old tool can work in new situations.

By Jeff Walter, Editor and Writer

For most of us, 2020 has been an extraordinarily challenging year—but especially for those serving in the healthcare professions. So we at Hammock recently sponsored a “Thank You, Healthcare Heroes” giveaway, asking clients, colleagues and friends to nominate someone working on the front lines of the COVID-19 pandemic to receive a free hammock.

It was just a small but symbolic way for us to honor a group of people who selflessly put their lives on the line every day to provide essential care for their community, and who well deserve a rest. We selected three winners whose stories particularly inspired us.

 

By Rex Hammock, CEO

Perhaps you’ve heard the story of the newlywed couple who were preparing a roast for the first time.

“Why are you cutting the ends off the roast?” asked the perplexed young bride.

“That’s the way my mom always did it,” replied the young groom.

By John Lavey | Hammock President and COO

Throughout the COVID-19 pandemic, we have been helping clients maximize their investments in marketing. Many of our clients are used to holding annual conferences in exciting locations and using those times to engage prospects and customers with meaningful discussions. When the coronavirus spread through the nation, many companies faced real questions about how to replace that conference experience.

Spoiler alert: You can’t replace the benefit of face-to-face interactions and the energy those events provide.

 

By Rex Hammock, CEO

As of this morning, September 24, 2020, Wikipedia contained 6,163,272 articles in English.

Sometime today, perhaps more than once, I will refer to one of those Wikipedia articles—and to other online resources that help me fill in the blanks of my knowledge.

By Steve Sullivan, National Sales Director

One of the many business casualties of the pandemic is healthcare sales—its process, its people and its results.

Since March, the world has changed for people calling on providers, payers, life sciences or healthcare service, and technology companies. Their process has been upended. Sales teams have lost their normal way to encounter and engage buyers and decision-makers—conferences, seminars, lunches and in-person meetings are all but gone. Add to that, calling on those who are now forced out of their natural office habitat is all new territory.