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.

 

By Rex Hammock, CEO

(This Idea Email is part of a new series of “explainers” that will answer some of the questions we often receive about various forms of content used by marketers to create opportunities, solve challenges, build long-term relationships and provide a myriad of other solutions. A version of this Idea Email was published on October 12, 2010.)

Since the earliest days of using the term “content marketing,” there has been confusion and debate over what the phrase means. In an article for the Content Marketing Institute, author Michael Brenner explains that one reason for the confusion is that “using content for marketing” and “creating content” mean different things.

By John Lavey | Hammock President and COO

If your company slowed or stopped sharing content with clients since the pandemic started, have you begun to reemerge? Or are you struggling to figure out what conversations to have with your clients right now?

If so, you aren’t alone.

 

By Rex Hammock, CEO

(Note: Over the past few years, IBM has purchased the digital assets of The Weather Channel, the network you see on cable. IBM now also owns what you see on the internet: Weather.com and WeatherUnderground.com.)

Where most companies have limited their vision of content to marketing activities, IBM has viewed content as both a marketing activity and a unique and vital source of data that it can use in commercial services related to the military, science and a wide array of lifesaving knowledge.

By John Lavey | Hammock President and COO

Building a patient-centered healthcare system means creating highly satisfactory experiences in addition to healthy outcomes.

So what is satisfying to patients and their families? From the first moment someone in your market encounters your facility’s content and messaging—that first episode of care—nothing is more satisfying than displays of empathy. We all appreciate when a healthcare provider “gets it” and exhibits caring above and beyond what is required.

 

By Rex Hammock, CEO

I’ve spent the past 40 years learning things I didn’t realize I was learning.

Such lessons tend to be the big thing and important later, and they often occur at times of crisis or challenge.

I’ve learned—without realizing it at the time—that being in the middle of such an event can teach me far more than webinars or conferences.

By Steve Sullivan, National Sales Director

You’ve heard Hammock talk over the years about how marketing with content should never solely focus on a product’s features and benefits. We should focus on the solutions a product, service or treatment delivers. I heard that reinforced in a talk this week by Michelle Peluso, senior vice president of digital sales and chief marketing officer at IBM.

Peluso started Site59, a last-minute travel site, which survived 9/11 and then was bought by Travelocity, where she rose to be CEO. After C-Suite stops at Citigroup and Gilt, she now runs global marketing and brand initiatives for IBM―quite a resume.

 

By Rex Hammock, CEO

Why do some people believe that wearing a mask during a global pandemic is ineffective? (Before you read on, let me disclose that I’m a mask-wearer who follows the recommendations of the Centers of Disease Control and Prevention (CDC).) Why doesn’t a mountain of scientific evidence convince people that smoking is harmful? Why do recommendations from the American Heart Association about weekly exercise not faze people, or why do guidelines from the CDC not convince parents of the necessity of vaccinations? Why do people still text while driving?

The answer to each of these questions is confirmation bias, which is the tendency to pay more attention to evidence that supports what you already believe. It’s a well-documented and common human failing that causes “rational people to buy into conspiracy theories.”

By: John Lavey | Hammock President/COO

At Hammock, we take our work seriously. We also are serious about our hammocks. A high-quality hammock is our going-away gift for our colleagues whom we have worked with for a long time.

While our company is named for our founder and CEO, Rex Hammock, we have long had an affinity for the symbol of relaxation, and the eagle-eyed among you may have noticed the suggestion of a hammock in our logo.