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:

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Case Study: Custom Content Helps Health System Boost Awareness & Reverse Outmigration

01/24/18 by Tiffany Parnell, Senior Copywriter

Topics: Healthcare Case Studies, Content Strategy

Washington Health System embraces storytelling in print and online to increase awareness of key service lines and prove return on investment (ROI).

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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.

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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.

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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.

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Mark Your Calendar for These 2018 Conferences

11/29/17 by Tiffany Parnell, Senior Copywriter

Topics: Content Strategy, Healthcare Industry Insights & Trends

While planning your 2018 calendar and budget, here are our favorite events for staying current and gaining competitive advantage.

Health IT Marketing & PR Conference

This year's conference offers a special educational track with presentations created specifically for marketers, communicators and PR professionals from hospital and health systems. Learn the latest in content marketing, crisis communications, customer relationship management (CRM), evidence-based marketing, persona development, and more.

WHEN: April 4-6

WHERE: New Orleans, Louisiana

Learn more at healthitmarketingconference.com

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Communicating in the Aftermath

10/11/17 by Katy Mena-Berkley, Copywriter

Topics: Content Strategy, Healthcare Industry Insights & Trends

If a traumatic event affects your community, take care to craft messaging that is meaningful.

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Marketing: A Story in Three Acts

10/04/17 by Josh Garcia, Copywriter

Topics: Content Strategy, Content Marketing

To move your reader to act, present a compelling story to your audience that provides solutions to their healthcare needs.

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5 Steps for Smoother Conversions

09/20/17 by Eric Silberman, EVP of Business Development

Topics: Content Strategy

Get patient-facing personnel on board with marketing campaigns, or watch your conversion rate suffer.

After months of hard work, your marketing campaign has gone live. You did the research to capture your unique audience’s attention, agonized over the copy and design, have a tracked phone number in place to measure progress and ROI—but when patients call, the person who answers the phone can’t answer their questions or comes off as clueless.

The last step in the prospect conversion process is often the first time a prospect speaks to a human being—it’s also one of the most important. If the employee your prospect is speaking to isn’t educated about the efforts of the marketing team, then the interaction may tank all your hard work.

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Why Your Hospital’s Level of Patient Engagement Matters

09/06/17 by Jim Hobson, CEO

Topics: Content Strategy

Patient engagement is the primary metric for hospitals that position themselves as leaders within their communities.

Now more than ever, there is a growing need for hospitals to have genuine communication and relationships with their communities—not to help their financial status, but to help the patients’ health and to inform them of how healthcare has changed and is changing each day.
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