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.