Thomas Crocker, Copywriter

Recent Posts

Enhance Your U.S. News Best Hospitals Ranking with Physician Content

07/18/18 by Thomas Crocker, Copywriter

Topics: Content Strategy, Healthcare Industry Insights & Trends


Re: Subject Line Tips

06/20/18 by Thomas Crocker, Copywriter

Topics: Digital Marketing

In crowded inboxes, the subject line is your one shot to pique recipients’ interest enough to open your email. How can you be sure you don’t waste it?  


Foundation Focus: How Children’s Hospitals Leverage Content to Cultivate Donors

03/14/18 by Thomas Crocker, Copywriter

Topics: Physician Marketing, Content Marketing

Stories about children who have overcome serious illness or injury tug at the heartstrings—and they can be powerful calls to philanthropic action.


Marketing Your Mission

02/28/18 by Thomas Crocker, Copywriter

Topics: Content Marketing

Nonprofit and faith-based healthcare organizations have an inherent advantage when it comes to content marketing: missions that transcend medicine. How can they capitalize?


How Children’s Hospitals Can Engage Physicians to Increase Referrals & Reputation

02/14/18 by Thomas Crocker, Copywriter

Topics: Physician Marketing, Content Marketing

To create content that captures physicians’ attention and trust, children’s hospitals have to be true to themselves.   


From Personas to People: Data Gets Personal

08/07/17 by Thomas Crocker, Copywriter

Topics: Audience Segmentation & Targeting

In our recent webinar, True North experts discussed how personas can help you better understand the patients and prospects you’re trying to reach—but if you don’t take the time to get to know them on a deeper, individualized level, your message could fall flat.

Recent seismic shifts in healthcare—the rise of consumer self-pay, the proliferation of non-traditional retail providers, and the wave of hospital and health system reorganization and consolidation, among others—have made some of the old standbys of healthcare marketing obsolete. Personas, however, aren’t dinosaurs—yet. Creating fictional representations of, say, the ideal orthopedic or cardiac patient still has value.


6 Steps to Take Your Email Marketing to the Next Level

05/31/17 by Thomas Crocker, Copywriter

Topics: Digital Marketing, Audience Segmentation & Targeting

Worried your hospital’s story isn’t standing out in crowded consumer inboxes? A few simple tweaks to your email marketing strategy can help your messages win the battle for increasingly distracted eyeballs.


4 Ways to Differentiate Your Physician Practices

05/03/17 by Thomas Crocker, Copywriter

Topics: Physician Marketing

The rise of high-deductible health plans has breathed new life into an old healthcare consumer phenomenon: the search for value. That gives your hospital or health system-owned physician practices an opportunity to stand out from the crowd.


Double Vision: A Profile of Senior UX Designer Eric Clarkson

01/25/17 by Thomas Crocker, Copywriter

Topics: Team Profiles

As True North Custom’s Senior UX (User Experience) Designer, Eric Clarkson views the company’s digital products through two lenses: as creator and consumer. 

When it comes to digital design, Eric is a largely self-taught expert. He spent his free time as a graphic design student at the University of Tennessee teaching himself the ins and outs of designing for the digital space. After college, he worked first for a New York City startup, then as a contract designer for an agency in San Francisco and as a freelancer.


Blazing a Paper Trail: A Profile of Gail Meeker

11/24/16 by Thomas Crocker, Copywriter

Topics: Team Profiles

True North Custom Print Project Manager Gail Meeker got into printing as a way to gain entrée into the editorial world. She found she liked the operational side of publishing so much that she never left.


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