Blog

What Kevin Spacey Says About Content Marketing

10/13/14 by Angela Williams, Copy Manager

What’s the secret to effective content marketing?

I recently joined more than 2,600 content marketers from 50 countries at Content Marketing World 2014—all searching for the answer to that question. So, what is the answer? Here’s the best explanation I gleaned from the brightest minds in content marketing:

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Topics: Marketing

True North and Clariture Join Forces to Drive Service Line Growth

10/07/14 by Jason Skinner, Chief Marketing Officer

Partnership Brings Innovative Digital Strategy to Healthcare Marketing

Combining best-in-class content marketing with state-of-the-art social, search, and mobile marketing and advertising technology, True North Custom and Clariture have joined forces to help health systems generate higher patient volumes and profitability.

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Topics: News

Top 10 Takeaways from INBOUND'14

10/03/14 by Jason Skinner, Chief Marketing Officer

I was fortunate to be among the 10,000 marketers from around the world who descended on Boston last week for INBOUND14. With more than 170 sessions including keynotes from Guy Kawasaki, Malcolm Gladwell, and other thought leaders, it was like drinking through a dozen firehoses...while trying to take notes so you didn’t miss a drop.

To share the wealth, here are my top 10 takeaways:

  1. We are in the biggest communications revolution in history. There’s no better time to be a marketer.
  2. Change your mind. Its a sign of intelligence.
  3. As a leader, when you are willing to sacrifice for the team—and specifically to give up non-redeemable possessions like time and energy—your team will be willing to sacrifice for you.
  4. Make sure your marketing messages make your audience think: "They get me."
  5. The CMO of the future must be willing and able to challenge traditional ways of thinking.
  6. Successful marketers know that its not about being better than someone else, its about being better than you used to be.
  7. Instead of thinking, "What can do I with my limited time and budget?" market leaders think, "What can I do to help someone else?" This mindset opens up a whole new world of opportunity.
  8. A winning SEO strategy comes down to this: Be the essential answer to the questions your customers are asking via search. 
  9. The buying process has transformed within the past decade. Now, buyers are in charge of relationships with companies they choose to do business with.
  10. Telling authentic stories is more important than ever, as content is the link between companies and customers.
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Topics: Marketing

Read This Before Your Next CEO Presentation

10/02/14 by Clay McDonald, IRM Data Analyst

The only worse design than a pie chart is several of them.”—Edward R. Tufte, "The Visual Display of Quantitative Information"

The next time you need to put together a presentation on market share, media mix, or the latest market research survey, your first thought may be to create a pie chart when representing values that add up to 100 percent. Pie charts are ubiquitous in today’s media and even pop culture, but they happen to be one of the worst ways to visualize data.

Pie: Great for Dessert, Not for Data 

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Topics: Marketing

The Myths of Hospital Market Share

09/29/14 by Tim Hanners, Chief Healthcare Strategist

In my career as a hospital marketer, I disliked using the infamous state market share data to measure performance—but never had anything better to use. So like many of my colleagues, I acquiesced and used the data and thought, “Well, it’s better than nothing.” But no more!

When Market Share Is Meaningless

If someone insists you take that approach, keep in mind there are three important questions you can’t answer with market share data:

  1. Will this year's volume match last year? (For example, there were 200 total cases last year in our market. Are there going to be 200 total cases this year?)
  2. How many are leaving the market altogether (aka: outmigration)?
  3. How many cases were performed in the brand new physician-owned surgicenter?

The point here is not to find another way to answer these questions because in reality you really can’t find any trusted available data. Instead, we must take a different approach and look at how much opportunity is out there and how much we need to make the business case. 

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Topics: Marketing

Global Down Syndrome Foundation Partners with True North on Content Marketing Program

09/29/14 by Jason Skinner, Chief Marketing Officer

True North is proud to partner with the Global Down Syndrome Foundation, a public nonprofit organization dedicated to significantly improving the lives of people with Down syndrome through research, medical care, education, and advocacy.

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Topics: News

Guy Kawasaki on Enchanting Your Customers

09/12/14 by Jason Skinner, Chief Marketing Officer

This year marks our 10th anniversary of publishing Healthcare Insight. On behalf of everyone here at True North Custom, we’re proud to have provided you with fresh ideas and expert perspective for the past decade.  

This is also a good time to reflect on some of our most memorable articles. Perhaps the most thought-provoking content came from a 2011 conversation with former Apple evangelist and best-selling author Guy Kawasaki. His directive to delight customers by focusing on a higher purpose illuminates the mission for healthcare and financial marketers, and highlights the important role you play within the community.

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Topics: Healthcare Insight

Shattering the Myths of Marketing Automation

08/12/14 by Valerie Lauer, Copywriter

In an increasingly competitive and complex environment, marketers have to work smarter and make better use of limited time and resources. Automation tools allow marketers to leverage technology to maximize efficiency and measure results unlike ever before.

According to SalesForce.com, more top performing companies are adopting marketing automation solutions. While gaining popularity in IT and other industries, these tools offer huge opportunities for forward-thinking marketers in healthcare—where less than 2% of organizations are leveraging these systems.

If you're hearing the buzz but need help separating the signal from the noise, this article from the Content Marketing Institute offers a good primer. For those who are evaluating options or preparing to implement an automation tool, we’re here to help distinguish fact from fiction.

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Topics: Marketing

Will Retail Beat Hospitals to Patient Engagement?

07/25/14 by Tim Hanners, Chief Healthcare Strategist

I recently read an alert about the implications of third parties mining health data. Don’t get too excited—this wasn’t about hacking into hospital patient data. The alert was about third parties using the consumer purchase and behavior data readily available to them. Is retail moving into the healthcare data space faster than hospitals? With HIPAA, of course, hospitals cannot sell or even give protected health information (PHI) to retailers, but retailers may not need it.

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Topics: Marketing

Getting the Most Out of Analytics

07/24/14 by Rona Hutchison, IRM Product Manager

Analytics are all the rage when it comes to marketing these days. ExactTarget recently released the organization’s 2014 “State of Marketing” report. This report shows that 98 percent of marketers plan to increase or maintain spending in the coming year—with data analytics identified as the top area for increased spending.

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Topics: Marketing

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