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Six-Word Stories: Keys to Success

Which is easier to write well? A novel, or a haiku? You might think a haiku would be easier since it’s shorter. I’d argue the opposite. It’s actually much more challenging to convey a powerful idea in fewer words than in more. Often in healthcare marketing and health communications, we...

How to Do Content Marketing Right

It wasn’t all that long ago that the concept of “content” as we know it today was practically nonexistent. The internet era was dawning, and we still had the contents of a box … but not the web content of a digital marketing plan. Fast forward a bit, and now...

Beyond “Clean, Convenient and Compassionate” Breaking Through the Bland in Healthcare Marketing

There. Did you hear it? That low, dull hum coming from the healthcare industry. It’s the “me-too murmur” of countless healthcare marketers all saying the same thing: “Our hospital/practice/facility is clean, convenient and compassionate.” So what? The three C’s have been beaten to death. They’ve become background noise that healthcare...