Blog


02/25/2014 by Anne Songy, Director of Client Services

5 Signs of Successfully Integrated Content

A critical mistake many marketers make is failing to plan their communications with an eye toward seamless integration. Keep these five characteristics in mind when crafting and delivering your content across multiple channels.

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02/13/2014 by Tim Hanners, Chief Healthcare Strategist

Marketing VP, meet our CIO…

Healthcare marketers have been disconnected from legitimate, usable data for far too many years. Sure, we get a copy of the 2-year-old statewide numbers for market share and an occasional glimpse at service line revenues and patient satisfaction results. But I’m talking about the really valuable information: The Big Data.

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02/06/2014 by Eric Clarkson, Interactive Designer

Infographic: Network of Care

True North created this infographic to provide a closer look at healthcare consumers and social media.

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01/22/2014 by Anne Songy, Content Director

Engaging Multiple Audiences through Strategic Content Marketing

Correctly executed, an integrated content marketing campaign will allow you to tell your story to myriad audiences while maintaining the integrity of the core message — and most importantly, delivering measurable results.

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01/15/2014 by Tim Hanners, Chief Healthcare Strategist

Top 3 Content Marketing Strategies to Dominate the Crowded Healthcare Space

Discover proven techniques to leverage the power of storytelling and distinguish your hospital in an increasingly competitive environment.

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01/06/2014 by Jason Skinner, CMO

How to Be a Change Agent in 2014

In this excerpt from our cover story in Spectrum magazine, Gregory Potter from Inspira Health Network offers five key areas where healthcare marketers can modernize their approach to solving common problems.

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12/13/2013 by Jason Skinner, CMO

10 Must-Read Marketing Lists from 2013

'Tis the season for making lists (and checking them a time or two), so we've rounded up the best "how to" content from last year to make 2014 the most memorable — and productive — of your marketing career.

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11/12/2013 by Ashlea Roark, Senior Designer and Jason Skinner, CMO

The Essentials of Data-Driven Marketing for Healthcare

The buzz around Big Data is deafening. Here are “just the facts” you need to separate the signal from the noise.

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11/06/2013 by Jason Skinner, CMO

Ready to Embrace Data-Driven Marketing?

Start with these key takeaways from our SHSMD 2013 presentation on "Actionable Strategies for Applying Data Analytics."

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10/30/2013 by Anne Songy, Content Director

How Hummingbird Affects Your Content Strategy

Marketers everywhere are scrambling to understand Google’s new algorithm and align their online content with the changes. Gone are the days of keyword saturation. Now more than ever, quality content is key.

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10/11/2013 by Jason Skinner, CMO

6 Observations from SHSMD 2013

Couldn't make it to Chicago for this year's Society for Healthcare Strategy and Market Development Conference? Here's most of what you missed.

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09/09/2013 by Jason Skinner, CMO

Expert Perspective: Preston Gee on Health Insurance Exchanges

CHRISTUS Health Vice President of Strategic Marketing Preston Gee explains how a "seismic shift" from wholesale to retail healthcare models will be set in motion on October 1.

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09/04/2013 by Jason Skinner, CMO

The Search Engine Will See You Now

It was only a matter of time before Google Glass made it into the hospital setting. Check out some of the potential benefits this hands-free, voice-activated supercomputer (and much more) could offer during surgery, patient rounds, and other healthcare functions in the not-too-distant future.

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08/19/2013 Eric Clarkson, Interactive Designer

Your E-mail List: If You Build It (Correctly), They Will Click

When working on an email subscriber list, the more addresses you collect, the better, right? That's not necessarily the case, especially if you're not following best practices.

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08/09/2013 by Eric Clarkson, Interactive Designer

Infographic: Who's Using Social Networking Now

True North created this infographic to provide a closer look at your social networking friends, fans, and followers.

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07/26/2013 by Jason Skinner, CMO

Mythbusters: Print Marketing Edition

A recent MarketingProfs article puts six print marketing misconceptions to rest.

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07/23/2013

A Meaningful Conversation

As healthcare organizations prepare to move from Meaningful Use stage 1 to stage 2 in the coming months, Geisinger Health System Chief Communications Officer Susan Alcorn tackles the question: What’s your role in Meaningful Use as a communicator?

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07/18/2013 by Maggie Neff, Senior Managing Editor

Direct Mail: an Effective Prescription for Physician Marketing

A recent American Medical News article says direct mail still works for marketing docs—but only if the campaign is informative, highly targeted and visually compelling.

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07/08/2013

Expert Perspective: Chris Boyer on Evidence-Based Marketing

The AVP of Digital Strategy for Northshore-LIJ Health System in New York encourages marketers to embrace a more data-driven approach to measurement.

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06/14/2013

Expert Perspective: Dennis Jolley on Marketing an AMC

The senior director of marketing at the University of Utah Health Care, a leading academic medical center (AMC) in Salt Lake City, recently shared his thoughts on marketing issues specific to an academic medical center (AMC).

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05/17/2013 by Jason Skinner, CMO

Highlights from the 2013 Healthcare Marketing Summit

Despite its arid location, this year's event in Phoenix, Arizona, produced plenty of lush insights and ideas.

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05/08/2013 by James Colvin, Market Research Manager

New Study: Healthcare Marketers Challenged to Stretch Budgets and Balance Priorities

Healthcare Insight magazine and True North recently surveyed marketing executives to determine changes in channel utilization, marketing budget, ACO plans, and other key trends.

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04/12/2013 by Jason Skinner, CMO

Look into Your Crystal Ball...

That's exactly what we asked a panel of experts to do during a recent "Healthcare Marketing Outlook 2013" webinar. Here are excerpts from the thought-provoking dialogue on what the future holds for healthcare marketers.

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03/11/2013 by Jason Skinner, CMO

How to Reform Your Healthcare Marketing in 2013

While your competitors are wringing their hands over changes looming hazily on the healthcare horizon, now is the perfect time to position your organization for success under the payment and care models that will materialize in 2014.

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01/07/2013 by Jason Skinner, CMO

Data Analytics: The New Disruption in Healthcare Marketing

The Jan/Feb 2013 cover story of Spectrum magazine announces that big data—or more accurately, relevant data—has arrived in healthcare marketing.

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01/01/2013 by Jason Skinner, CMO

Is Social Media Moving the Needle for Healthcare Marketers?

According to a new study from the Society for Healthcare Strategy and Market Development, it's still unclear whether marketers are yielding returns from resources allocated to social media.

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12/12/2012 by Jason Skinner, CMO

"How will healthcare reform impact your marketing and communication strategies in 2013?"

That's the question on every healthcare marketer's mind these days, so we asked four of the industry's leading thinkers and Healthcare Insight advisory board members for a brief glimpse into how they're preparing for this paradigm shift.

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11/26/2012 by Jason Skinner, CMO

Nail Your Next C-Level Presentation

It's planning season, which means you're likely up to your elbows in PowerPoint slides and spreadsheets. Take a mental break and enjoy some insights and inspiration that will put your next audience in the palm of your hands.

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11/09/2012 by Jason Skinner, CMO

Custom Content Spending Hits All-Time High of $40.2 Billion

Marketers across all industries have cast their ballots—by allocating their budgets—and custom content remains one of the most popular and proven strategies for driving engagement and growth. In fact, last year more than one out of every four marketing dollars was spent on custom content.

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10/26/2012 by Jason Skinner, CMO

Magazines Making the Digital Leap

That annoying colleague always swiping an iPad screen in the middle of your business meeting? He might be reading a digital magazine.

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10/24/2012 by Jason Skinner, CMO

40 Fascinating Facts You May Have Missed from SHSMD 2012

In case you missed the 2012 SHSMD Conference — or made the trip but couldn't figure out how to attend all 80+ sessions — here's a round up of the most scintillating (and sobering) facts, figures, and fresh healthcare marketing perspective served up in the City of Brotherly Love.

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10/11/2012 by Jason Skinner, CMO

Still Pushing the Envelope

Nearly three decades since Dr. Egon Spengler proclaimed, "Print is dead,” the medium remains alive, well, and highly effective. In fact, a September 2012 article from the Direct Marketing Association (DMA) illustrates how Proctor & Gamble, IKEA, and other market leaders are using print to support their brand strategies.

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10/02/2012

Six Keys of Strategic Partnerships

During the 2012 SHSMD Conference, True North marketing partners from the University of Utah Health Care shared perspective on how to save time, money, and sleepless nights when working with outside resources.

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09/26/2012

How Smartphones are Changing Health Care

A new infographic illustrates the rise and healthy rewards of mHealth.

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09/20/2012 by Jason Skinner, CMO

SHSMD Day Two Key Insights

More food for thought—and strategies to employ—from the annual summit of healthcare marketing.

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09/19/2012 by Jason Skinner, CMO

Five Marketing Facts from Philly

In case you couldn't make it to the City of Brotherly Love, here are a few highlights from day one of the SHSMD 2012 Annual Conference:

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09/13/2012 by Angela Williams

Care Providers Self-insuring: Risky Business?

Life is all about changes, and the field of health care is no different. Medicine is constantly evolving, pressuring those of us who work in it or write about it to keep up.

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09/13/2012 by Jason Skinner, CMO

A Matter of Standard Practice

What happens when you cross cheesecake and patient care? A much better hospital.

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