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 Rex Hammock, CEO

“All businesses are media businesses.”

I’ve heard versions of that claim for decades. But what does it mean in 2020?

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 Rex Hammock, CEO

In the mid-1990s, I was asked to make a lunch presentation to Nashville’s Downtown Rotary Club. My assigned topic was, “What is the Internet?” No kidding. To begin the presentation, I asked the club’s 300 members to raise their hands if they had an email address printed on their business cards.

Fewer than 10 people raised their hands.

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 Rex Hammock, CEO

Recently, I broke up with my cable provider. It wasn’t my intention to break up. I have been using the same provider since 1986. However, after a hassle over internet access, cord-cutting and the inability to communicate with a series of customer service employees, I had no other option than to start all over with a different approach. So I cut the cord and created my own bundle of services and features. For me, the solution to have a cable-free, internet approach has worked perfectly.

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 Rex Hammock, CEO

I dread this time of year.

No, it’s not the holidays I dislike. I’m a big fan of those. It’s the final few weeks of the NFL regular season I’m talking about. More specifically, it’s those final few weeks when a team I support* can clinch a playoff berth—but only if a long list of “playoff scenarios” fall into place.

By Chris Edwards

We’ve all heard about the importance of nonverbal communication, with some experts claiming that as much as 93% of communication is nonverbal in nature.

This idea of merging nonverbal communication with an excellent experience became real for me more than 20 years ago when I was selling shoes at Nordstrom to pay for college. The job required sharp attention to detail: thinking through how to approach a customer, thoughtfully suggesting shoes for them, and following through on their needs and wants. The experience went well beyond talking about a shoe—every interaction with the customer sent a message, positive or negative, to them.

By Rex Hammock, CEO

Customers don’t just purchase products and services—they purchase solutions and outcomes. Offering your marketplace the shiniest new object is no longer enough. You must provide the best product, as well as a platform that supports it with the best service and explanatory content and media.

But that’s not all. Once a customer owns your product, they’ll want more knowledge and insight into how that product can best serve them. They’ll also expect ongoing training, certification and continuing education.