How to stay constructive when working remotely Five months into sheltering in place and you may be spending 90% of your time at home. Your interaction with colleagues has gone 2D. Your boss has cut back your budget. And you can’t make plans to travel anywhere, meet with colleagues or socialize without wondering if it […]
Stay Engaged
Let your audience know your business is still going strong It’s hard to get anyone’s attention in the best of times. During this pandemic, it may feel impossible. But as healthcare spending picks up, you can’t afford to sit on the sidelines waiting for a better time to engage. This is the right time to […]
When it Comes to Healthcare Content, Readability Matters
If you want your healthcare content to be understood and effective, make it easy to read. Fascinating facts, great stories and persuasive copywriting mean nothing if your patients or business prospects can’t or won’t take the time to read them. Even in the best of times, it takes skill to capture the attention of a […]
Communicating With an Anxious Audience
How to Apply a Dog Trainer’s Tips to Gain Trust and Attention The novel coronavirus hasn’t just affected the way we live our lives. It’s affected the way we communicate. With everyone’s nerves frayed and their hopes and dreams on hold, our audiences have changed. People may not be as receptive to the messages that […]
Just Listen
How to adapt your healthcare content marketing for a more distracted audience “Most people do not listen with the intent to understand; they listen with the intent to reply.” – Stephen R. Covey It’s not enough to develop customer personas and think that from that point forward, you know who your audience is and what […]
Communicate with Empathy Through this Crisis — Use a Human Voice
Today, I woke up and thought how nice it would be to go to my local cafe, grab a latte and a pastry and chat with the folks who hang out there in the morning with their dogs. Truth is, I almost never go to that cafe. I don’t drink coffee and I try not […]
Empathy in Healthcare Communications
Consider your audience’s perspective How much of your healthcare marketing content starts with the words “we” or “I”? If you’re not getting the results you want from the content you create, it may be time to change your perspective. As long as you put the spotlight on your organization and not your audience, you miss […]
A Freelancer’s Thanksgiving
Why I’m Grateful for My Career On Thursday, I’ll gather with my family and give thanks for the blessings we’ve enjoyed over the past year, the bounty we share, and the support we provide each other as siblings, parents and grandparents. But today, before I close my computer, I want to express gratitude for my […]
Make Your Health Care Story Stand Out
Write about the unexpected It’s the details people don’t expect that make your health care story worth reading. Too much of the marketing content written today—for blog posts, websites, brochures and even for video—is all the same. Worse, it’s completely predictable. It provides no insight into the uniqueness of a business, an individual or a […]
Build Your Online Reputation with Content Marketing
To build your online reputation through content marketing you need content, content and more content. But not just any content. Unless you produce well-written articles and posts that address and solve your audience’s problems and concerns, you’re wasting time and money. There are several ways to keep your content fresh and promote it both online and offline: […]