Idea Email: TK

Part of the media marketing movement it that marketers want to try it—as if it is something new. They want to go direct to customers using an array of branded media. But for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

And for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

Healthcare Idea Email: Healthcare Is Hard, Predictions Are Tricky

Part of the media marketing movement it that marketers want to try it—as if it is something new. They want to go direct to customers using an array of branded media. But for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

And for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

Healthcare Idea Email: Using Content Across the Customer Journey Is Critical to 2021 Success

How do you define content marketing? Is your approach broad enough, and aligned enough, to make you effective across the entire customer journey? There are lots of marketing firms, but only a few that are focused on content marketing across the customer journey, focused first on getting that customer journey flowing freely, and whatever media are best suited to do the job at that point on the loop.

Idea Email: That’s What Content Means

Part of the media marketing movement it that marketers want to try it—as if it is something new. They want to go direct to customers using an array of branded media. But for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

And for us, media that goes directly from marketer to consumer has been what we have done for 30 years and, to this day, is still what we do.

The Most Powerful Word in Marketing

Gratitude is now the necessary mortar for cementing relationships in which buyer and seller are bound by mutual trust and respect. And “thanks” is the most powerful word in marketing.

Healthcare Idea Email: What The Great Recession Can Teach Marketers About the Present Moment

What can the Great Recession teach marketers about the present? We don’t have the benefit of hindsight yet, but we can be sure that these marketing forces will endure past the present moment.

Idea Email: The Goal of Content Marketing Is More Than Just Content

Having an abundance of something is not the same as having the benefit from it. Content marketing is all about a deep understanding of the needs, goals and potential of our clients’ audience—not just the creation of their media.

Healthcare Idea Email: Map a Better Experience to Confront Difficult Conversations

So how can we map a better experience, like talking to customers about COVID-19 when the audience doesn’t even want to think about COVID and can’t even agree on what is happening? Here might be how we would think about the three jobs that need to be done.

Idea Email: The Medium Is as Important as the Message

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.

Healthcare Idea Email: Healthcare Heroes Deserve Our Gratitude—and a Hammock

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.

Idea Email: The Pot Roast Principle

In this era of radical change, we often do not pause to ask, “Why are we doing it this way?” We have all these great digital tools, but use them to repeat what we have done in the past. Find and use new ways to solve old challenges in ways you haven’t dreamed of before.

Healthcare Idea Email: Replacing Events and Presenting Expertise and Insights

What can you do to engage your prospects and clients with unique insights? Think about the challenges of gathering insights, analyzing those insights and then preparing an entertaining way to present those insights.

Idea Email: Take Advantage of Opportunities to Check In, Learn, Teach, Share

The era of the pandemic can present opportunities to touch base with clients, employees, vendors, teachers. It can be a time of learning and teaching and sharing. It’s also a great time to create new ways to help each other become smarter together.

Healthcare Idea Email: Helping Healthcare Sales Pivot

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. This means we all have to adapt and change to a new relationship building and selling environment. This requires embracing new (or at least different) tools to get our message across and connect.

Idea Email: Not All Corporate Content Is Content Marketing

Content becomes content marketing when it is used in specific ways that are related to marketing. But “corporate content” isn’t always “marketing content.”

Healthcare Idea Email: How Do You Jump Back in With Helpful Content If You Sat Out Until Now?

While some companies have been communicating amid this period of uncertainty and doing their best to provide solution-oriented content, others took a wait-and-see approach or had their marketing budgets slashed. What should you do if you are a healthcare marketer who wants to jump back in with content that hits the mark?

Idea Email: Why IBM Bought Weather.com

Critical content and data can often be apparent to others. However, sometimes it’s right in front of us, as clear as a category 4 hurricane.

Healthcare Idea Email: Empathy Is the Heart of Great Content

Seeing the world through your customer’s eyes is key.The best content is empathetic by nature because good content meets consumers where they are.

Idea Email: This Pandemic Is Teaching You a Lot. Trust Me.

Being in the middle of a crisis can teach you far more than webinars or conferences.

Healthcare Idea Email: Cater to the Needs of Your Customer and Community

Successful brands focus on the solutions a product, service or treatment delivers rather than solely focusing on a product’s features and benefits. Having a plan for highlighting your ability to solve problems will help your brand build trust with your customers.