Managing Population Health With Messaging That Empowers

02/05/16 by Melissa Moore, Copywriter



At Tampa General Hospital, changing community perception goes hand in hand with a new marketing strategy that puts health and wellness content at the heart of the private, not-for-profit hospital’s message.

When it comes to meeting the needs of the community, population health management and preventive care are moving to the driver’s seat. For healthcare marketers, hospitals, and health systems, this means honing in on messages that promote patient empowerment and choice.

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Topics: Healthcare Insight, Brand Building, Content Strategy

The Internet Has Spoken: Google Loves Custom Content

01/26/16 by Jason Skinner, Chief Marketing Officer



Google's search algorithm loves custom content. In fact, with each update, it consistently ranks original material higher than canned or syndicated content. But don't just take our word for it.

Let's see what the search engines themselves—along with marketing's best and brightest minds—think about the importance of custom content in driving consumer engagement.

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Topics: Custom Content, Search Engine Optimization

5 Tools & Tricks to Rule Your Marketing Department This Year

01/21/16 by Kayla Anderson, Marketing Manager



If you're anything like us, your Unroll.me account is full of helpful articles and blog updates that get out of control when things get busy (which is probably always). To help you focus on the more "required reading" for modern marketers, we've compiled our favorite marketing tools and resources that have helped us start 2016 strong, stick to our resolutions, and raise our game every day. 

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Topics: Marketing Resources, Productivity

The Data Is Clear: Emotional Content Clicks

01/19/16 by Tiffany Parnell, Senior Copywriter



When it comes to making a purchase, people are more likely to base their decisions on emotion—even if they’ve performed research and considered statistics and other factually based information. Find out why you need to harness the power of your target audience’s emotions.

According to an infographic from Domosphere, Google processes more than 4 million search queries and Facebook users share 2.46 million pieces of content every minute, and this number has likely increased since the initial data was compiled in April 2014. With so much Web chatter competing for consumers’ attention, marketers and analysts have been searching to answer an important question, “What sets viral content apart?” Evidence suggests that viral content reaches people on an emotional level. It makes them feel something.

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Topics: Audience Segmentation, Content Strategy

The Anatomy of a Healthcare Landing Page That Converts

01/15/16 by James Colvin, Insights Manager



Landing pages are some of the best tools for converting your website’s anonymous visitors into measurable leads. By enabling marketers to gather information and track behavior, landing pages are an integral step between making a consumer aware of your hospital’s brand and nurturing them to schedule an appointment.

There are a lot of resources and best practices for landing pages in the B2C space where consumers are looking to purchase a specific product. However, health decisions are more complicated than simply weighing the pros and cons of quality and price. These decisions can involve higher emotion and increased risk; requiring more research and nurturing with relevant content than a traditional, ecommerce style landing page provides.

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Topics: Digital Marketing

Case Study: Digital Content Drives Consumer Engagement for Health System

01/12/16 by Charlie Milburn, Senior Account Supervisor



The right balance of content—informed by a clear strategy and supported by data analysis—positions one of the largest health systems in the southwest as a trusted source for wellness content that connects readers to local physicians and services.

Overview

In October 2014, a regional health system in the Southwest turned to True North Custom for help in creating targeted, high-quality content for its consumer-focused digital content hub. Though the site was already developed, it was not reaching its full potential as a source of information and referrals.

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Topics: Healthcare Case Study

In This Issue of Healthcare Insight: Rebranding Do's and Dont's, Marketing to the Medicare Population, and More

01/05/16 by Jason Skinner, Chief Marketing Officer



Our latest issue offers expert perspective from top marketers at Inspira Health Network, SHSMD—and other thought leaders—to inspire your marketing and communications strategies.

 

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Topics: Healthcare Insight

5 Must-Haves for a Successful Content Strategy

12/22/15 by Jason Skinner, Chief Marketing Officer



2015 was the Year of Content. It was also an outstanding year for True North Custom, as we developed more than 1.3 million custom words and deployed more than 6 million print and digital touches for clients. We learned a ton through these experiences and as the holidays approach, we’re thrilled to share these key insights with you.

Whether your marketing goals involve brand building or generating demand for key services, there are certain elements that must be taken into account to achieve your strategic objectives. To help you become a content marketing maven, here are five best practices that must be applied for a successful strategy:

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Topics: Marketing

Content Reigns Supreme Into 2016

12/21/15 by Tiffany Parnell, Senior Copywriter



Before we usher in the New Year, let's take a look at some of the content marketing trends that ruled 2015 and learn more about the developments that are projected to shape strategies in 2016.

According to the 2016 Benchmarks, Budgets, and Trends—North America, an annual marketing survey conducted by the Content Marketing Institute and MarketingProfs, 76% of marketers use content marketing. This number paints a clear picture of marketers’ past, present, and future focus: content. In fact, the average marketer is planning to invest more money into content marketing strategies in 2016.

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Topics: Marketing

Using Segmentation to Target the Senior Population

12/14/15 by Sam Bussmann, Data Scientist



Individualized, targeted messaging that is specifically tailored to your audience is an effective way to connect with adults age 65 and older, who may be subdivided into three unique categories.

Insight: According to data from the U.S. Census Bureau, adults age 65 and older are the fastest growing segment of healthcare consumers. What key numbers illustrate this conclusion?

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Topics: Healthcare Insight

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