From the Experts

Publish Content Your Subscribers Want to Read

07/27/15 by Angela Williams, Editorial Director

Our national reader preference data shows that readers respond best to soft-sell content with a lifestyle focus. Is your content hitting the mark?

You want to capture readers’ attention with relevant, engaging, helpful content. Read on for three tips to help ensure you’re putting a reader-friendly package in front of your audience—each and every time.

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Topics: Marketing

Audience Segmentation Made Simple

07/24/15 by Jason Skinner, Chief Marketing Officer

True North Data Scientist Sam Bussmann shares his expert perspective on this powerful tool to target, market, and measure with precision.

In this excerpt from Healthcare Insight Summer 2015, you'll discover how segmentation can be used to build marketing plans and tailor editorial and design to speak to the precise target audience of interest.

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5 Ways to Leverage Evergreen Content

07/21/15 by Kayla Anderson, Marketing Manager

A steady flow of fresh, relevant content is critical to establishing and maintaining an audience—and repurposing “evergreen” content ensures your hard work continues to pay off.

Revisiting and updating content can foster credibility, build preference, and drive higher search results. Here’s how retaining and maintaining content on your website or social media platform could boost your digital presence—and your bottom line.

Blog posts, press releases, and newsletter articles are great ways to connect and motivate action from your audience. Once you hit the “Post” button, content can take on a life of its own and continue to be discovered through online searches for months or even years. Since creating new content takes time and money, schedule some breathing room in your content calendar by revisiting your best-performing content that is still relevant.

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Topics: Marketing

Don’t Leave Your Content Marketing on Autopilot—Experiment!

07/10/15 by James Colvin, Insights Manager

In my last post on data-driven marketing (Why We Love Measurement Plans—And You Should Too!), I discussed the importance of getting all your ducks in a row before launching a marketing campaign by constructing a measurement plan. Now let’s talk about how to improve your campaign once its out among the masses.

Hopefully, you now have a measurement plan in hand and your campaign is live and bringing in leads. The next question to ask is: How can I make this better?” The answer, to paraphrase from the real estate industry, is Experiment, Experiment, Experiment!

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Topics: Marketing

Webinar: How to Measure What Really Matters in Healthcare Marketing

07/08/15 by James Colvin, Insights Manager

In the latest installment in our webinar series for marketing strategists, True North experts James Colvin and Jason Skinner share best practices on how to identify and measure the most meaningful healthcare marketing metrics.


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Topics: Marketing, Webinars

Overheard at the 2015 Healthcare Marketing National Conference

06/29/15 by Jason Skinner, Chief Marketing Officer

In case you missed this year’s event, heres a recap of fresh insights and forward-thinking ideas from the industrys best and brightest.

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Topics: News

3 Keys to Effective Leadership Announcements

06/17/15 by Erin Mooney, Account Manager

Do you spend precious real estate announcing leadership and staff updates in your consumer e-newsletter or custom publication? It may be time to re-think your strategy to make sure the audience is getting the most engaging content possible.

Here are three questions to ask before you feature a leadership change.

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Why We Love Measurement Plans (And You Should, Too!)

05/29/15 by James Colvin, Insights Manager

Previously I’ve talked about key metrics for digital marketing and some tips for successful marketing measurement. This time, I’d like to go all the way back to the start: Why it’s important to plan how you'll measure your marketing before the marketing even starts—and why we love doing it.

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Topics: Marketing

Looking for Insight? The Latest Issue Is Now Online!

05/21/15 by Jason Skinner, Chief Marketing Officer

The new issue of Healthcare Insight offers fresh ideas to inform your marketing strategies.

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True North Clients Recognized for Excellence in Content Marketing

05/20/15 by Eric Clarkson, Interactive Designer

The 2015 results are in—and once again, True North Custom garnered several awards for marketing excellence on behalf of our clients. Join us in congratulating the following hospitals and health systems for these achievements.

APEX Awards

Grand Award

New York Methodist Hospital—Thrive

Award of Excellence

North Alabama Educators Credit Union—Together


Healthcare Advertising Awards


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