Jason Skinner, Chief Marketing Officer

Recent Posts


Healthcare Marketing Trends to Watch, Part 1

05/23/18 by Jason Skinner, Chief Marketing Officer

Topics: Healthcare Industry Insights & Trends

 

CONTINUE READING

HMPS 2018 in 25 Tweets

05/09/18 by Jason Skinner, Chief Marketing Officer

Topics: Healthcare Industry Insights & Trends

If you missed this year's Healthcare Marketing and Physician Strategies Summit in Salt Lake City, we're here to alleviate your FOMO (fear of missing out).

CONTINUE READING

Meet the Emerging Leaders in Healthcare Marketing

05/02/18 by Jason Skinner, Chief Marketing Officer

Topics: Healthcare Industry Insights & Trends

We're proud to announce the 10 recipients of this inaugural award, nominated by their peers for excellence in advancing healthcare marketing and communications.

CONTINUE READING

The 2018 State of Healthcare Content Marketing

03/28/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Healthcare Industry Insights & Trends, Content Marketing

Content continues to evolve as an essential component of the modern marketer's toolkit.

The third-annual State of Healthcare Content Marketing Report is sponsored by True North Custom and developed in partnership with the Healthcare Insight advisory board.

This year's report is based on a representative sample of healthcare marketing professionals with purview over more than 150 hospitals and 500+ urgent care centers, physician practices, and other facilities nationwide.

Here are the highlights from this year’s State of Healthcare Content Marketing Report:

CONTINUE READING

How to Develop a Content Strategy, Part #3: Create, Measure, Optimize, and Repeat

01/17/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Content Marketing

Once you have a clear understanding of your current channels, the people you are trying to reach, and your marketing goals, it’s time to create and distribute your content.

Developing Content

We find it is best to think in terms of long-form pieces and how they can be broken up and distributed across your other channels.

CONTINUE READING

How to Develop a Content Strategy, Part #2: Mapping It Out

01/10/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Content Marketing

Now that you have an inventory of your current marketing efforts and a sense of what is most effective, use this information to create audience personas, measurement plans, and governance processes. 

Persona Development

A persona is a representation of your ideal customers based on market research. Personas may be general at first, but they should be constantly refined over time. As you get to know your customers and add more details to your personas, over time your marketing efforts will become more targeted and efficient.

CONTINUE READING

How to Develop a Content Strategy, Part #1: Taking Inventory

01/03/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Content Marketing

This first installment of our three-part series on creating and executing a comprehensive content strategy focuses on the most critical step in the process: planning.

CONTINUE READING

Marketers: Carpe Diem Salutem (Seize the Health Day)

08/21/17 by Jason Skinner, Chief Marketing Officer

Topics: Healthcare Industry Insights & Trends

Today’s solar eclipse offers healthcare marketers the opportunity to be a trusted source for sight-saving tips. Here are other health-related events that can be leveraged to reflect your organization’s commitment to a healthy community.

CONTINUE READING

Despite Healthcare’s Murky Future, The Need for Data-Driven Content Is Clear

08/02/17 by Jason Skinner, Chief Marketing Officer

Topics: Healthcare Industry Insights & Trends

healthcare-future-content.png

In a time in which the future of healthcare seems to include precious few sure things, industry leaders and marketing professionals can nevertheless count on a handful of likely developments that will make the use of targeted, multichannel content crucial to bolstering their brands.

CONTINUE READING

How to Communicate Effectively after a Merger or Acquisition

07/17/17 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Healthcare Industry Insights & Trends

If you’ve been in healthcare marketing more than a couple years, chances are you’ve lived through a merger or acquisition — or will very soon. Here are four principles to keep in mind the next time you’re planning to announce a new or expanded healthcare brand to your community, caregivers, and other constituents.

The volume of healthcare mergers and acquisitions achieved nearly double-digit growth in Q1 2017 when compared to the same period last year. And the trend won't be slowing down anytime soon, as M&A transactions are driving the 2017 growth plans for more than a third (38%) of healthcare executives according to a recent Capital One survey.

CONTINUE READING

Get Blog Updates by Email


Insight Magazine

The latest issue of Insight magazine offers fresh ideas to inform your marketing strategies. 
Start Reading Now!

New Call-to-action

Popular Articles



Follow us on Twitter