SHSMD's "Futurescan" Report Reveals Tomorrow's Marketing Strategies

04/27/16 by Jason Skinner, Chief Marketing Officer


The Society for Healthcare Strategy & Market Development (SHSMD) has released this year’s edition of “Futurescan: Healthcare Trends and Implications,” designed to provide healthcare marketers with key insights into the issues that will impact your organizations over the next five years.

To help marketers put the report’s prognostication into practice, Insight had a conversation with SHSMD President Larry Margolis. The industry veteran of more than four decades shared expert perspective on this year’s study and how today’s hot-button topics translate into tomorrow’s strategic plans for healthcare marketing strategists.

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Topics: Healthcare Insight Magazine

Keying Into Keyword Research

04/25/16 by Hannah Stuart, Copywriter


Every good content planning process has a clear first step.

Have you ever sat down to brainstorm copy for your next campaign and found yourself stumped, concerned that your ideas are unoriginal? Make sure your message hits the mark by performing keyword research.

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Topics: Content Strategy, Search Engine Optimization

Stand Out in Your Local Market with Custom Content

04/21/16 by Trevor Willingham, Copywriter


You’ve heard it before and will hear it again: Content is king. With all this attention geared toward producing more content, marketers are beginning to strongly prefer a more personalized approach—a custom one.

Every day, Internet users produce more than 2.5 quintillion bytes of data. That’s about 2.5 billion gigabytes worth of content. Used correctly, custom content can be the tool you need to shine through the Internet clutter. Here’s how you can create better custom content.

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Topics: Healthcare Insight Magazine

Everybody's Talking 'bout Content

04/19/16 by Jason Skinner, Chief Marketing Officer


Not only are marketers across all industries investing heavily in content—with 93 percent of B2B and 90 percent of B2C marketers using content marketing—they’re also talking about it more frequently as the fuel that drives every successful strategy, campaign, and channel.

In fact, a recent study found that content is the topic that matters most to the world's 50 most influential CMOs. Here are excerpts from recent interviews that reflect the critical role content plays in the modern marketing mix.

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Topics: Content Strategy, content marketing

Population Health: Marketing Value, Not Volume

04/14/16 by Katy Mena-Berkley, Copywriter


You’ve just heard the news: Your hospital has entered into a contract to become an accountable care organization (ACO) or join a Medicare Advantage plan or a bundled payment program. What does this mean for you as a hospital marketer? It could mean your job as you know it may turn upside down.

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Topics: Audience Segmentation, Content Strategy

This is Your Brain on Print

04/12/16 by Valerie Lauer, Copywriter


How do you get your audience to slow down and smell the hypothetical roses that your products or services could bring to their lives? Consider making a shift toward brain-friendly print marketing.

The research is conclusive—our brains consume media differently if it’s on paper than we do if it’s on a screen, and that different way of interpreting information can place your message in an entirely different light.

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Topics: Marketing Integration

5 Ways to Make Stress Work for You

04/07/16 by Kaitlin Gunter, Copywriter

Stress often gets a bad reputation, but what if you welcomed it and found better outcomes as a result? 

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Topics: Productivity

Get Your Emails Opened with A/B Testing

04/04/16 by Hannah Stuart, Copywriter

Did you know a simple experiment can optimize your email marketing?

If you want to know which email subject line, article headline, arrival time, or even button color is most likely to garner results, let your readers decide. A/B testing is an easy, painless way to evaluate several approaches to sending out mass emails and determining which options provide you with the best results.

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Topics: Digital Marketing, Healthcare Case Study

Slam-Dunking on Strategy: A Profile of Deborah Usry

03/31/16 by Melissa Moore, Copywriter

Deborah Usry, vice president of client services and insights at True North Custom, tells us how she shapes the success of our clients and offers observations on how to improve your marketing practices.

As a graduate of Virginia Commonwealth University (VCU), Deborah is already looking ahead to next year's tournament, since her Rams were recently sent home by Oklahoma in the 2016 NCAA Men’s Basketball Championship. In March 2015, Deborah came to True North Custom on a consultant basis, assuming her current duties as vice president of client services and insights in February 2016.

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Topics: Team Profiles

Writing Search Engine Optimized Headlines That’ll Make Google Swoon

03/30/16 by Trevor Willingham, Copywriter

So, you want to make Google fall in love with you? Who wouldn’t? It’s smart, influential, and worth billions of dollars. Most importantly, it can influence whether or not your writing ever sees the light of day. So, where do you start?

Begin by getting to know Google a little better. Nearly every aspect of your digital content can be tweaked to improve search engine optimization (SEO)—a method that helps Google and other search engines measure your content’s worth. However, in Google’s eyes, some of these factors are more attractive than others.

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Topics: Search Engine Optimization

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