Imagine a world where your business can effortlessly keep pace with technological advancements and continuously changing customer expectations. The ability to swiftly develop new technology products and applications is crucial to staying competitive. However, relying solely on in-house development capabilities is not always feasible for many organizations. Forrester released its Modern Application Development Services Landscape, […]
Life Sciences
Best Practices for KPIs for Healthcare Marketers
Following best practices for KPIs (key performance indicators) is an essential start for any marketing initiative, but it’s often an overlooked step. Let’s look and why KPIs are so important and some practical advice that can help you incorporate, and get value from, your KPIs. What is a KPI? KPIs and goals often get […]
Brand Activism in Healthcare and Life Sciences
Brand activism is a new buzzword in healthcare and life sciences spaces, and consumers are increasingly expecting their brands of choice to drive social change. I recently conducted a series of consumer interviews for a major medical device brand. This brand has built a great deal of trust with their audiences by offering a top-notch […]
Healthcare Content Audit: 6 More Benefits for Your Organization
I first published the article “6 Reasons You Need to Conduct a Content Audit” back in 2019. I just updated it recently — something you should do regularly for your older blog content — and it still has good insights as to the importance of a content audit for your healthcare organization (HCO). But I […]
The Healthcare Brand Persona
The healthcare brand persona is the new archetype marketers are creating to fully articulate their brand’s voice, tone, and feel. “Cura te ipsum.” It’s Latin for “Heal thyself” — a proverb physicians have told themselves for thousands of years. The idea is that you can’t take care of others unless you take care of yourself. […]
Healthcare Information Architecture: 4 Ways It Can Benefit Your Organization’s Digital Experience
Your healthcare organization (HCO) could have the best content imaginable on your website. But if your users can’t find it quickly and intuitively, it’s not going to do what you want it to do. And it’s probably not going to help you with your conversion goals. That’s why content is only part of the equation […]
Conversion-Centered Content: 5 Secrets Your Healthcare Organization Needs to Know
Conversions are healthcare marketers’ lifeblood. After all, most of the effort you spend on audience outreach and engagement, apart from simple brand awareness and public-service campaigns, comes with the ultimate goal of getting those audience members to become patients, members or consumers of your healthcare organization (HCO). That means you need a plan behind each […]
6 Reasons You Need to Conduct a Content Audit
What’s the state of your healthcare organization’s content right now? How do you know? Each piece of your content tells readers a story about your healthcare organization (HCO). And if you’re not regularly taking stock of your content through a content audit, those old webpages, blog articles and other items may be telling a story […]
Healthcare Decision-Making: Content Types for Each Stage of the Process
In the healthcare and life sciences space, good content strategy and content creation are rooted in scientific principles. We base our work on key tenets of behavioral science and psychosociology. One of the most important of these that forms a foundation of our work on healthcare personas and journey mapping is the Transtheoretical Model, which […]
Brand Archetypes in Healthcare: Finding Your Organization’s Personality
When we work with healthcare organizations (HCOs) on their marketing and content strategies, our clients are typically concerned with identifying their audiences. But competition in the healthcare and life sciences industry is heating up. And HCOs have a problem with consumer trust they historically haven’t had to face as much as other industries. So it’s […]
Leading a Clinical Data Collaboration Revolution: A Success Story
Clinical trials are integral to the safe and efficient delivery of new pharmaceuticals. But this part of the development process comes with many unique challenges. Participants need to be carefully monitored for adverse impacts, disparate teams need easy access to the vast quantities of data that trials generate, and that data—often being collected from a […]
Salesforce Health Cloud – Summer ’24 Edition: Have you heard of AI?
The Summer ‘24 release preview is out and will be generally available by mid-June! The latest release from Salesforce brings critical feature improvements for our friends in the Healthcare & Life Sciences (HLS) industry. Of course, the hot topic in Tech over the last year has been Artificial Intelligence (AI). As Salesforce continues to beef […]