By John Lavey | Hammock President and COO
Mapping Experiences,written by Jim Kalbach, is a classic for marketing professionals who want to map customer experiences and design stronger ones.
The book has a wealth of practical ideas, and this one in particular has stuck with me: “When we map customer experiences, we are effectively mapping jobs to be done.” And there are three dimensions to checkoff within each job:
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
Countless healthcare events are held every year, from high-level thought leadership seminars to more intimate symposiums. But when it comes to organizing these conferences, marketers often have the same complaint: The amazing content created for the event—typically one of the organization’s largest investments—usually doesn’t outlive the conference itself.
By: John Lavey | Hammock President/COO
A common complaint about websites is they don’t clearly and explicitly convey a company’s mission and goals. In fact, one of the worst things to hear about your own site is, “I looked through it, but I still don’t know what you do.”
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.
There’s one thing all midterm election voters can agree on: We’re glad it’s over. But whenever there’s a massive investment in marketing and advertising a product (or, in this case, a candidate), those of us who are healthcare marketers need to pause and ask, “Is there a lesson we can learn here?”
By Steve Sullivan, National Sales Director
I recently attended a meeting in which chief technology officers (CTOs) were discussing their buying processes and how they handle marketers or sales professionals who are eager to pitch to them.
Hearing insights from across the table is always enlightening and provides a few important reminders for marketers. Here are a few that stood out:
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By John Lavey | Hammock President/COO
How often do you hand your smartphone to your kids so they can show you a better way to use it? I have two teenagers whose phones are like an extension of their bodies—not an unfamiliar scenario for parents of teens.