By: Steve Sullivan, Sales Director
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey
Some people think about content marketing campaigns in healthcare as providing thought leadership, then pushing engaged leads into a call to action where they are entering the sales process. But sometimes that formula isn’t helpful enough, or you may want more tools to try when you are rolling out campaigns.
One option that some healthcare marketers are succeeding with includes deploying more collaborative content tools, where the call to action might be an interactive calculator tool or worksheets to help guide a collaborative session. That session might help a customer work through an approach to a problem.
This is a smart way to think about engaging your audience, as an alternative or supplement to e-books and webinars.
Developing interactive calculator tools is a terrific option if you can do it in a meaningful way that your customer will trust. There are lots of options for how to build calculators, or you can select an off-the-shelf option. If building out a tool is too big a lift, offering to take your customer’s data and come back with a savings estimate provides you an opportunity to maintain a consultative role.
One of our clients uses worksheets to facilitate a conversation with prospects. Given the complexity of the problems faced by some of your customers, this is a wise way to think about building a relationship. When you roll up your sleeves and sit down to help a prospective customer, it really changes the dynamic and builds trust.
If you want to be a truly consultative seller, then supporting your efforts with collaborative content marketing tools is something you should consider. It supports our highest aspirations: content that works!
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey
By far, the most common question I receive from healthcare clients and prospective clients, or even friends when we talk about healthcare marketing, is: “What works?”
That question is really an umbrella for more specific questions, such as:
These are the essential questions any organization will have about its marketing, particularly for healthcare companies that are trying to market to hard-to-reach buyers in provider, payer and pharma organizations. So, what works? Here are three key places to start, based on your answers to the following questions:
Give us a call if you’d like to talk more about what isn’t working for you, and where you might start.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By Megan Hamby, Editorial Director
One of the biggest challenges that marketers face when creating new content is promoting and distributing that content. You’ve created campaigns with engaging blog posts, thought-provoking e-books and compelling infographics—but if you are not able to ensure your target audience sees it, then what good does it really do?
Generating qualified leads requires more than just publishing compelling content. You also need a strategy for promoting that content—focusing on all the tactics at your disposal to ensure your message reaches its intended audience. With healthcare, this isn’t a one-size-fits-all approach. Instead, your content strategy should be highly customized and you must leverage trusted channels—industry conferences, trade media or even your own events. Another option to include in your content strategy is paid media—a way to promote content through sponsored social media posts, native advertising, paid search results, video advertisements, display ads and more. Utilizing paid media can be an effective and efficient way to reach your target audience and expand your reach.
However, when it comes to paid media, simply using Google Search ads or pay-per-click ads likely won’t help you reach your target audience or key decision-makers. Instead, turn to more specific forms of paid media, such as:
This week, take a look at your content that could use an extra push—and look for new ways to distribute it with paid media. Need help? Give us a call.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
I spend most of my professional life helping clients tell stories across all forms of media to accomplish a business objective. But in my personal life for the past eight years, I’ve also been part of a few storytelling groups in Nashville and have gotten up on stage in bars and comedy clubs to tell comic stories.
Telling a story in front of a crowd has informed my perspective on marketing, and I’ve learned through great nights where I was killing it (and one or two nights where I’ve bombed) three truths about what it takes to engage an audience. I think those three truths are just as relevant for engaging your audience at a healthcare conference as they are in a club.
Storytelling and creating engagement with your ideas and solutions can be enhanced with attention to these tips, in my experience with clients, too, not just strangers in a comedy club. And that’s no joke.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
It used to be in the marketing agency world that you wanted to be all things to all people, and have everything under one roof. The problem with that model is that it may not enable you to match client needs with the best solution. You are able only to match client needs with the best solution you have in-house. It often results in generalists tasked with meeting highly specific needs.
That is a particular problem for healthcare. The breadth and depth of this industry require a keen understanding of the challenges at all levels—in particular where the topics are clinical, financial and technical. A writer who understands how to write an article about heart health for a consumer audience isn’t always the same fit for content about pharma technology aimed at a financial decision maker.
As rapidly as the world of marketing is evolving and changing, at Hammock we see the need to find the best-in-class provider of services every single time: writers who are specialists in their field; photographers and videographers able to be deployed on a moment’s notice where they live; experts in preferred marketing automation platforms used by clients; paid push specialists with experience in the client’s industry.
We’ve made a business out of ensuring core competencies are in-house and then working with the best people in their respective disciplines, who are contractors to us on projects and recurring contracted work, and utilizing tried-and-true processes and platforms to ensure our control over workflows and our ability to provide the best client experience and deliver the best results.
We’ve used this method of delivering award-winning marketing media for 30 years, and worked with hundreds of team members outside our walls along the way. In a recent get-to-know-you call, while I was explaining what we do, the prospective client beat me to the punch line: “So, your company has ‘The Hollywood Model?’” Yes, indeed.
Movies and TVs have been made for decades by companies that gather subspecialties to serve on teams to execute the most entertaining content we all enjoy. In our view, it’s the most successful and efficient way to meet our clients’ needs.
Do you want specialists or generalists serving your marketing needs? Welcome to Hollywood.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
My conversations with healthcare organizations—providers, payers, pharma companies, technology or service solutions—show me that the marketers within those organizations need more help understanding the industry that is there to support their efforts.
When Hammock was founded 30 years ago, we were not known as a marketing company. We were known as a custom publishing company. At the time, it was appropriate for describing what we did: creating recurring custom-published marketing media for clients (which they owned) to accomplish a business objective.
It also helped explain how we were different from advertising agencies or public relations (PR) firms. Our work went directly to customers and prospects. Advertising and PR were piggybacking on someone else’s published media to reach customers and prospects.
During the Great Recession (2007–2009) many print newspapers and magazines collapsed. Traditional advertising agencies and PR firms also took a hit when those media failed.
The vocabulary to describe what we do to help clients communicate and grow started changing. For example, the industry organization Rex Hammock co-founded in 1998, the Custom Publishing Council, became the Custom Content Council.
Advertising and PR functions are still critical, of course. One consideration is who has expertise in going direct to audiences, and who is there to help efforts using someone else’s media?
We’ve evolved new capabilities and embraced new media, from digital to video to social. But where we add value is the same today as it was in 1991. We help support and nurture the customer journey, before they are a customer, and afterward. We deliver strategy and implementation, as well as measurement of key performance indicators, and we help our clients establish themselves as thought leaders in their respective fields.
Everybody has a story to tell, a message to deliver, and we specialize in helping you take yours directly to the people who need to hear, read or view it so that you can continue to grow.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
The children’s game of telephone continues to be an apt analogy for how misinformation can be spread widely. Humans are great at many things, but we aren’t always reliable at recollection. Real information, when passed down and shared widely and inaccurately, becomes conventional wisdom.
In healthcare marketing, for example, we often hear that women make 80% of healthcare decisions. This is based, probably, on a 2014 report that indicates 80% of healthcare decisions about kids are made by women.
Is that being picky? I’d argue it’s critical. You wouldn’t want to build a healthcare marketing strategy around the idea that your market is 80% women, if it’s not.
In healthcare content marketing, this “game of telephone” dynamic can be particularly damaging for organizations seeking to position themselves as thought leaders. You don’t want to be trafficking warmed-over conventional wisdom for three reasons:
When you work with an outside content partner, you can expect them to help provide additional research to support the content you create. But that research should be carefully done and rely on authoritative sources. It should be accurate.
That outside partner should also understand your unique value and your unique voice. When research means warming over conventional wisdom, you are delivering poor insights and risk looking bad.
Are you playing a game of telephone with your content?
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
Healthcare organizations’ returning to in-person events and conferences is a welcome sight. We have held the opinion that there is a lot you can do virtually, but nothing replaces being with one another for sharing knowledge, building relationships and developing business.
At the same time, there were some savings that groups realized during the pandemic, and the cost structure of virtual events was a line item that was mighty appealing to some. Airfare, hotels, meals and entertainment are all event costs that will come roaring back, along with the benefits of the in-person environment.
Some healthcare organizations, prior to the pandemic and now, saw the opportunity to continue the conversation with attendees year round through the development of content that was shared long after the booths were taken down.
Content can be developed during a conference, such as video content from interviews with attendees, speakers and other key persons. Proprietary research can be developed prior to a conference and shared with attendees as part of the programming for the event. Post-event wrap-ups can synthesize the theme of a whole event. South by Southwest spawned a magazine to share the vibe of its event all year.
When large investments are made into your events, what other ways can you leverage those investments to continue the value of the event?
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.