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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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: […]
Create value There is content. And then there is quality content. While it’s a treat to read a well written piece, when it comes to marketing, the difference is in the value the content provides its intended audience. You don’t have to be a great writer to create effective communications. But you do have to […]
In recent years, brand storytelling has become the shiny new object in marketing. Every agency touts their expertise in telling stories, and companies are hiring storytellers to join their marketing teams. There is nothing new about the concept. For decades, advertisers have used stories to sell products and services in an image or two and […]
I’ve always liked to entertain, but over the years my form of entertaining has changed dramatically. I grew up with a mother who could have been Martha Stewart’s role model. Our home always looked beautiful, with fresh flower arrangements and everything in its place. Mom was the consummate entertainer and set a standard for me […]
