upcycle content

By Megan Hamby, Editorial Director

Recently, one of our healthcare clients reached out and asked for our help brainstorming some new ideas. She had a white paper that her team had developed, but she wanted to find a few creative ways to repurpose the information into different forms of content.

I got to work immediately, highlighting sections of the 15-page white paper that I thought could be broken down into shorter e-books, strategy guides, tip sheets, infographics and more. I quickly realized that the white paper was chock full of insightful and helpful information that could be broken down into easier-to-digest pieces of content. 

If you have a white paper, blog post, infographic or other piece of content that needs a new lease on life, consider repurposing (or upcycling) it. Turn a series of blog posts into a guide; turn an infographic into a video; or use testimonials published on your site on your social media. The possibilities are endless. Repurposing your content has a number of benefits, including:

> Reaching a new audience. Everyone learns differently and consumes information differently. Repurposing your content in a new format—such as an infographic, a video or even a podcast—can reach an audience segment that otherwise might not have found it. 


> Boosting traffic. The main goal of repurposing content is to drive more traffic to your site—and improve conversion rates. One study found that organic search still holds the majority share among traffic sources. This means that publishing your existing content in new formats can boost traffic and drive conversions.


> Building credibility and strengthening messaging. Google likes credible, authoritative websites. Repurposing your content in new formats can help build credibility with Google because you have more content about a specific topic on your site. Plus, it strengthens your messaging, positioning you or your organization as a thought leader.

Ready to upcycle your existing content in new, fresh ways? Let us help. 

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.

 

 

marketing tools

By: Steve Sullivan, Sales Director

After several years of attending healthcare technology conferences, I have noticed there are patterns that exist in the healthcare technology space.
 
And as with most conferences, the topics and buzzwords shift each year. This year’s buzz was all around artificial intelligence (AI)—if you didn’t have AI in your pitch, you were in the minority.
 
Change is constant.
 
But some things don’t change.  The basic issues facing healthcare marketers seem to be a constant—and we resonate with each of these challenges.
  • Aggressive sales goals
  • Elusive buyers and decision makers
  • Marketing and sales staff thinly stretched across competing priorities
  • The need to quantify and measure the effects of our campaigns
  • Understanding the language of healthcare audiences
  • Connecting with customers around the pain and challenges we solve
These marketing and sales process support challenges aren’t changing. Whether you have a full in-house agency or you’re a sole marketing practitioner, these challenges seem ubiquitous.
 
And with the sheer volume of technology and services companies in this space (many exhibit while hundreds stay home), having a solution and a plan to address these challenges could be the difference between staying in the game and getting outmaneuvered by the competition.
 
Connecting with audiences while differentiating from the competition is serious business. And those that have taken on institutional investments have heightened pressure to help drive that growth.
 
Simply put, if we don’t have the support, resources or trusted partner to fuel the growth engine, then we risk missing out on business opportunities, regardless of how cutting-edge our products appear.
 
So unless marketers face these challenges head on, the old maxim holds true: The more things change, the more they stay the same.

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.

 

 

bridgecommunication

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.

 

 

tools

By John Lavey | Hammock President and COO

It’s no secret that healthcare marketers had to shift gears in 2020. According to the inaugural HIMSS Healthcare Technology Marketing Survey, more than 85% of marketing decision-makers at healthcare or healthcare technology organizations reported using content marketing, social media, webinars, email marketing and virtual events as part of their 2020 marketing strategy—and more than 75% of marketing decision-makers expect to continue using these tactics throughout 2021.

When marketers were asked what marketing tools were most effective, the top five answers were: 
  1. Webinars
 (At Hammock, we think of webinars as a type of content marketing.)
  2. Account-based marketing

  3. Virtual events

  4. Content marketing

  5. Social media

It’s no surprise in a year when in-person events were so limited that webinars and virtual events were so highly rated by marketers. Notable as a rising investment by marketers was an uptick in the spend on account-based marketing (ABM)—61% of respondents reported using ABM during 2020, while 67% said they intend to use the tactic in 2021. ABM is the practice of marketing to individual prospects or customers, and tracking the interactions with those targets.

In healthcare, particularly, ABM makes sense because of the relatively small universe of buyers compared with, say, marketing to millions of consumers or small-business owners, where casting a large net is required. When marketing to healthcare providers or payers, the targets are known. The survey results suggest we’ll see a rise in ABM moving forward—39% of survey respondents reported that ABM will be in their top five marketing spending areas in 2021.

The top three areas that healthcare technology marketers indicated a desire to learn more about from a subject matter expert are: 
  1. Marketing optimization

  2. Account-based marketing

  3. Content marketing

If you would like to connect to resources we’ve developed around these topics or if you would like a subject matter expert from Hammock to present to your marketing team or leadership about best practices in these areas, please let us know

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.