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 Rex Hammock, CEO

The term “influencer” is one of those internet-era buzzwords that consumer-focused marketers use in the way business-to-business marketers use the term “thought leaders.”

In reality, these individuals have always existed. The newness of their influence is the way many have discovered how to circumvent the traditional gateways of media and celebrity.

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.

By Rex Hammock, CEO

Does your company host webinars or an annual conference? How often do you publish digital media like newsletters, how-tos or user manuals?

Do you have a YouTube channel or do you make explainer videos devoted to teaching your customers or members how to best use your company’s products and services?

By: John Lavey | Hammock President/COO

According to statistics from the U.S. Census Bureau, the average lifetime value of a healthcare consumer is $1.4 million. That’s an amazing number. Most people will probably spend more money on healthcare than anything else, including housing, schooling and even investments.

Despite that value, we are in the Dark Ages when it comes to providers’ ability to nurture that customer on a journey toward something that looks like loyalty.

By Rex Hammock, CEO

Glancing around our offices today, I see people working on projects ranging from the development of a video documentary to a monthly customized print newsletter for a network of 60+ wellness programs. Some are working on a digital Ebook series, while others are developing a social media strategy to support the release of that series. Meanwhile others are putting the finishing touches on the next issue of an award-winning national magazine, along with the digital version we’ve published for a client the past 15 years.

By: John Lavey | Hammock President/COO

When it comes to improving customer service, healthcare providers are looking outside the industry for role models. Whether seeking out the lessons of legendary service providers such as The Ritz-Carlton or Disney, healthcare leaders are looking to learn from the best.

I recently had a conversation with someone in a high-level operations role for one of the leading cancer centers in the United States. The hospital had recently consulted with the famous New York City restaurateur Danny Meyer, who wrote a book about the transformational power of hospitality in business.

By Rex Hammock

Content marketing can often seem like new labels applied to old ideas. In a broad way, it can even mean Broadway. At least, that’s what you may think after watching the Netflix documentary ”Bathtubs Over Broadway.”

Steve Young, a former writer for the “Late Show with David Letterman,” was the subject of the documentary directed by Dava Whisenant and co-written by Dava and Ozzy Inguanzo. The documentary is both funny and fascinating in its exploration of the heyday of industrial musicals.

By: John Lavey | Hammock President/COO

A colleague recently decided to replace a rotting windowsill. He didn’t want to hire someone, so he researched what he needed to do, talked to friends who had experience, then did it himself.

As soon as he finished the windowsill, he noticed he needed to paint the window frame. As soon as he painted the window, he noticed the other windows in the house also needed to be painted. And so on and so on. Success became about making the entire house look as good as possible.

By Rex Hammock

Last year I wrote, “Despite a constant stream of predictions from experts that ‘podcasting is dead,’ I still believe the golden age of customer-focused podcasting is ahead of us.”

Since the earliest moments of podcasting, I have been a true believer in its long-range potential as a cornerstone of any content marketing strategy. But until recently, I’ve been cautious about advising clients to make the medium the central focus of their content market strategy.