true north: 1. the fixed, orienting point in a spinning world that provides clear direction and guides you successfully to a desired outcome.

For more than 25 years, True North Custom has helped marketers navigate challenges and chart a clear path to success. Today, we partner with more than 500 client organizations nationwide to develop data-driven content marketing programs that support growth, retention, and cost-containment strategies. Learn more about our content marketing solutions designed exclusively for healthcare and financial organizations.

Market Smarter: The Art of Marketing Meets the Science of Data Analytics

In today’s market, doing more with less and having a focused use of marketing dollars are paramount, especially as marketers have myriad strategies to execute—from revenue growth and profitability to brand building, cross-sell and upsell programs, and a host of others. At True North, we provide highly targeted print and digital marketing strategies that deliver on your strategic objectives in a measurable way.

Our approach to strategy is built around three primary services—modeling, marketing, and measurement—that close the loop and allow you to target, execute, and measure your programs with unmatched precision.


We provide content marketing for clients in Alabama, Alaska, Arizona, Arkansas, California, Colorado, Connecticut, Delaware, Florida, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maryland, Massachusetts, Michigan, Minnesota, Mississippi, Missouri, Nebraska, Nevada, New Jersey, New Mexico, New York, North Carolina, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Utah, Virginia, Washington, West Virginia, Wisconsin, and Wyoming.

Leadership Team


President and CEO

Lud has been actively involved in leading True North for more than four years, first as CFO, then as a board member representing the owners of the company before assuming the CEO role in April 2014. Prior to True North, Lud spent more than 30 years in leadership positions in various public and private companies, including a client-focused software and consulting services company he founded. Just prior to joining True North, Lud served as the operating partner for Gladstone Capital, leading numerous portfolio companies to recovery from the 2008 downturn, typically serving as interim CEO.


Chief Healthcare Strategist

Tim has more than 20 years experience in healthcare marketing, public relations, and business development, with most of those years spent leading organizations at the executive level. He has served on the administrative teams of CHRISTUS Health, HCA, and Cook Children’s Healthcare System. Tim previously served as CEO for B-12 Group, a full-service marketing and PR agency serving hospitals, clinics, and physician practices. He has also served as a member of the Texas Public Relations Association and Best Docs Network Advisory Committee, as well as chair of the Heart Gift Board.


Senior Vice President

Classically educated in marketing, innovation, negotiation, and finance at The Ohio State University, Wharton, Harvard, and UCLA, Rex has transferred to—and grown his skills in—several industries and markets. His customer-centric philosophy of growing sales through innovation and customer satisfaction has been effective in 14 countries and coast-to-coast throughout his career involving various leadership roles. As SVP, Rex leads commercial efforts to ensure the highest levels of client experience and satisfaction.


Chief Marketing Officer

Jason has 15 years of experience in strategic healthcare marketing and communications, having worked on both the client and agency sides of the industry. Prior to True North, he served in the corporate marketing department at HealthSouth, one of the nation’s largest providers of sports medicine and rehabilitation. He is a member of the Society for Healthcare Strategy and Market Development and frequent contributor to its member publication, Spectrum. Jason has presented on strategic healthcare marketing at the Healthcare Internet Conference and Healthcare PR and Marketing Association of Southern California.


Client Services Director

Hillary has 11 years of editorial and communications experience working in newspaper, public relations, advertising, and marketing. As director of the True North Client Services Department, Hillary leads a team of 10 account managers in planning, executing, and measuring strategy for each of our 500+ clients. She joined the True North team seven years ago and formerly served as the companys editorial director, which involved crafting the content strategy for some of the largest healthcare systems in the nation.


Creative Director

Eric has more than 15 years of design experience, including extensive work in developing brand standards and creating corporate identities. As creative director, Eric oversees a team of creative print and interactive designers to ensure our content aligns with each client’s brand guidelines and best practices. Eric came to True North after serving as art director for a weekly alternative newspaper and a monthly parenting magazine. He previously worked as a designer for custom clients in the marketing department for a Fortune 250 company. 


IT Director

Prentice brings more than 22 years IT development experience, inclusive of projects that involved managing 60+ resources domestically and internationally across development, quality assurance, operations, and project management. He has architected and designed multiple scalable solutions for financial services organizations, including trading platforms for Charles Schwab and JP Morgan. Prentice has also architected and designed scalable solutions for broadcast media including and


Editorial Director

Angela has 15 years of experience in health care and communications, including seven years at True North. Prior to True North, she worked in newspaper journalism, covering a variety of topics including health care. In her capacity as editor, she’s overseen consumer healthcare content honored with Davey, Healthcare Advertising, and Aster awards. She leads a team of more than 20 editorial professionals with decades of combined experience in the industry and helps strategize and implement editorial strategies for all clients.

Connect Now

For more information on specific True North solutions or to schedule an introductory meeting, contact Chief Marketing Officer Jason Skinner at 423.305.7692 or


My True North team brings valuable insight, comments and additions to my publication. They excel at effectively communicating what they think will benefit my organization based on the team's experience and their intuition.
Your customer service is wonderful and I am fully convinced that the team there is working for me wholeheartedly.
Everything about True North—the communication, organization, final product, etc. is done well. Everyone was excellent to work with and the process is very smooth—easier and better than it was for me with previous vendor.
Your customer service and understanding our local needs is wonderful.

Our Purpose

We are creative and analytical marketing strategists who are passionate about helping our clients and their customers make smarter decisions and live better lives.

Our Values

We craft engaging content that creates value for clients by connecting their goals with their customers’ interests. Our marketing and communication strategies build trust, generate demand, and deliver exceptional outcomes.

Our Vision

As pioneers in content marketing, we embrace new ways to enrich the reader experience, drive measurable impact for marketing, and help our clients grow their organizations.

True North by the Numbers


households reached each year


physicians reached each year


words produced per week by our editorial staff


client organizations nationwide


percent growth in digital campaigns over last year


marketing strategists and support personnel on staff


percent overall client satisfaction


states covered by our client base


percent click to open rate (CTOR) for email campaigns on average—outperforming industry average


years experience in content marketing


awards for excellence in marketing


certifications in HIPAA and SOC2


life changed at a time

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