By Steve Sullivan

Deciding on partners to help your business is a tough job. We must all decide: Is this function core to our business, or can we benefit from outside help?

By Rex Hammock

In the past, there were only a few paid media metrics that revealed the effectiveness of advertising. Two of the classics were “reach” and “frequency.” Reach was the potential audience size reached by an advertising campaign and frequency was the potential number of times a customer would come in contact with the ad.

By: John Lavey | Hammock President/COO

Often in a first meeting, I sit with a pad and a pen, listening and taking notes. Paging back through my notes, two words emerge from first conversations with healthcare business-to-business marketers more than any other: “thought leadership.”

Is this a hardware store? An art gallery? An upscale restaurant? Yes.

By Rex Hammock

Never has there been so many options for developing deep and lasting relationships with great numbers of customers. Today, the options for how to serve those customers are, literally, everywhere.

By: John Lavey | Hammock President/COO

The period after my father suffered a heart attack and the 75 days until he died was my most up-close-and-personal experience with healthcare. The work to help my mom and serve as a caregiver to my dad was the most important job I’ve had in healthcare. The work I do for clients, while informed and enlightened by my experience, is secondary.

By Rex Hammock

Next Monday, March 25, Apple is expected to release a wide array of media services. While the anticipated announcements sound similar to already-existing products (AppleTV, Hulu, Amazon Prime, etc.), Apple will likely have approaches and features that will make us rethink how we interact with such services. In other words, don’t just look for a predictable take on streaming video.

By: John Lavey | Hammock President/COO

The marketplace for healthcare analytics is projected to grow from $15 billion in 2019 to $60 billion in 2025. Healthcare marketers who use big data tools will be able to learn more about customer preferences and see patterns that are currently invisible.

Big data will be instrumental in areas like population health, providing payers and providers with the tools they need to deliver better care and helping them allocate resources more efficiently.

By Rex Hammock

Technology journalist Doc Searls has a simple way of explaining how media with the same format—the magazine format, for example—can be very different. The key to understanding the difference, he says, is by understanding the business model of various magazines.

By: John Lavey | Hammock President/COO

A new proposed rule from the Centers for Medicare & Medicaid Services (CMS) would require doctors, hospitals and insurance plans that operate within federal healthcare programs to make medical records available to patients in an easy-to-use smartphone format.

This gives new meaning to the idea of consumer-facing content.

By Rex Hammock

Several years ago on my personal blog, I poked fun at an essay written by a celebrity CEO. On her Tumblr page, she had shared a weekend experience during which she redesigned the company’s logo with a team of employees. (My favorite line of her post was, “Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.”)

Graphic and corporate design are critical to content marketing. But such an exercise, as described in the essay, is an example of taking a good thing too far.