By: John Lavey | Hammock President/COO

On Sunday, March 29, President Trump extended social distancing guidelines until the end of April. Two days later, he warned of a “painful two weeks ahead.” The number of confirmed COVID-19 cases continues to rise rapidly, and our healthcare system and nation are heading into a critical few weeks where the death toll is estimated to soar. 

We’re in awe of the frontline healthcare workers who are making sacrifices to care for the critically ill, especially as there continue to be shortages of personal protective equipment and ventilators that are needed to treat the most acute cases. We see you, and we thank you. 

By: Megan Hamby, Healthcare Editor and Writer

We know this is an unprecedented time in healthcare. As more Americans are diagnosed with COVID-19, the healthcare system grows even more overwhelmed. Many of you—whether you’re a nurse, physician, marketing director, social worker, therapist or vendor—are working long hours. Dozens of healthcare workers have fallen ill with COVID-19, and more have been quarantined after exposure.

By: John Lavey | Hammock President/COO

Practicing kindness and channeling empathy for your fellow man is always a good idea. It’s also a best practice for effective marketing—a truth that is never more evident than when tragedy strikes. In the early morning hours of Tuesday, March 3, four tornadoes roared through Middle Tennessee, causing extensive damage in Nashville, Mount Juliet, Cookeville, and other surrounding communities. Many of our neighbors and friends lost homes or businesses. Worst of all, there were 24 lives lost in an instant (and that number may rise as search efforts continue).

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: 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: 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: 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 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

We all know the Norman Rockwell painting above. It’s Thanksgiving Day dinner, and the family’s matriarch is presenting a bountiful feast to several generations of her family. The image has become a powerful graphic embodiment of the gratitude the American holiday symbolizes.

While the artistic merits of the painting have been debated since it was created in 1943, it’s impossible to challenge the impact and power of the illustration and the three other paintings in a series known as “The Four Freedoms.”

By: John Lavey | Hammock President/COO

We regularly talk about the high value of case studies or testimonials when marketing to healthcare providers or payers. I am one of those people who can learn a lot from a case study if it’s relevant to me.

But assuming that everyone in your audience can see themselves in another similar company doesn’t take into account all learning styles.