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


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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.