By: John Lavey | Hammock President/COO

We’ve observed an interesting nuance in the language used in marketing materials for behavioral health specialists—they refer to their customers as clients, not patients.

It’s a subtle difference, but it implies that the individual being served is involved in ongoing care. The language has evolved to encompass continuing care, not just one-off transactions.

By Rex Hammock, CEO

Does your company host webinars or an annual conference? How often do you publish digital media like newsletters, how-tos or user manuals?

Do you have a YouTube channel or do you make explainer videos devoted to teaching your customers or members how to best use your company’s products and services?

By: John Lavey | Hammock President/COO

According to statistics from the U.S. Census Bureau, the average lifetime value of a healthcare consumer is $1.4 million. That’s an amazing number. Most people will probably spend more money on healthcare than anything else, including housing, schooling and even investments.

Despite that value, we are in the Dark Ages when it comes to providers’ ability to nurture that customer on a journey toward something that looks like loyalty.

By Rex Hammock

The first time I wrote about podcasting was 14 years ago, on September 29, 2005, on RexBlog.com. The day before, a Google search for the word “podcasts” turned up only 24 results. “I can see magazines, associations, churches, schools and companies utilizing podcasting to distribute regular audio content to their audiences,” I wrote. In other words, I was enthusiastic about the future of podcasting. And, despite a constant stream of predictions from “experts” that “podcasting is dead” (not to be confused with podcasts about death), I still believe the golden age of customer-focused podcasting is before us.

Screen-Shot-2015-09-20-at-2.54.35-PMThis month marks the beginning of Hammock Inc.’s 25th year as a marketing services company focused exclusively on what is now called “content marketing.” During the last 25 years, we’ve been able to work with many great clients in developing all forms of print and digital media used to build long-lasting relationships with their customers. 

One important thing we’ve learned during the past quarter-century is that unlike traditional advertising, customer media and content can play an important role throughout the relationship between marketer and customer. To explain what we mean, we’ve published the Hammock Idea eBook, Content Along the Customer Journey. You can download it below.