Business vs. branding: Amazon’s lessons for healthcare
Amazon. You know the name. You know the promise. Who are we kidding? You likely have three packages in transit as you read this blog. The point is that Amazon…
No surprises: unless your health system isn’t ready
We’ve entered the year of the No Surprises Act, and we’re finding that payors will have the upper hand. Perhaps it’s because they haven’t spent the last two years scrambling to address…
Instead of making up new words, why doesn’t Anthem create real value for both providers and customers?
It’s not uncommon for brands to reinvent themselves by changing their name, image, or market position. Anthem, ranked no. 23 on the Fortune 500 list for 2021, is really hoping…
The future of content is connected: telling impactful stories with social data
The world is on the precipice of a big change. And not just changes from the pandemic. In the next decade, the power of data will completely upend our daily…
3 foundational elements of a thought leadership strategy
We’ve all heard those horror stories of homes with bad foundations. One minute you see a couple smiling for the camera as they hold the keys to their new house, and the…
Say What, Clubhouse? The rise of social audio
Last year, WIRED said it well: “The future of social media is all talk. The year 2020 was all about giving people a voice online. Literally.” The pandemic forced many…
Driving behavior change through influencer relations
Have you ever made a purchase decision based on an online recommendation? So have 93% of Americans. Data shows that word-of-mouth remains one of the most trusted sources for both…
Content That Connects: 5 Principles for Building Relationships Through Content
We love a good story. Stories inspire and entertain, but mostly, stories connect us. Humans have always connected to one another through telling and listening to stories, and, in marketing,…
Data-driven friendships: understanding your audience to create relationships through content
Recently, we looked at how great content can turn awareness into relationships: Campaigns that create awareness are just step one. Content that builds enduring relationships must follow, or the full…
Steps two to 1,000: how content turns awareness into relationships
Quick. Off the top of your head, name three marketing campaigns. Which come to mind first? Share a Coke? Dove’s Real Beauty? Apple’s Think Different? Great ad campaigns like those…
Setting the stage for rapid renewal
Rocky. Rudy. Miracle. What do these three movies have in common? Moreover, what do they have to do with healthcare? Adversity followed by an overwhelming comeback. We haven’t tamed COVID-19,…
Healthcare Consolidation … with your hospital’s reputation intact
Let’s face it, unless you’re Marie Kondo, “consolidation” is a daunting word. Yet, it’s a reality many health systems, hospitals, surgery centers, and physician practices are facing spurred by the…
