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  • The Modern Marketing Trifecta: Paid, Earned, and Owned Media

    When your goals involve patient engagement and acquisition, it takes three to make a thing go right. Make sure you’re considering these media categories when planning your marketing...

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  • Case Study: Barton Health Grows Orthopedics with Data-Driven Marketing

    Community hospital generates nearly 1,000 orthopedic procedures—and $8.5:1 ROI—by leveraging CRM data to drive an integrated service line campaign. Overview and Objectives

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  • 4 Reasons You’re Missing Out if You Don’t Use Facebook Ads

    4 Reasons You’re Missing Out if You Don’t Use Facebook Ads

    Searching for an affordable tool that helps you reach large, targeted audiences? Look no further than Facebook ads.

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  • Population Health at Work: 3 Steps to Reach Adults with Diabetes

    Population Health at Work: 3 Steps to Reach Adults with Diabetes

    In a healthcare era that prioritizes value over volume, content marketing strategies that emphasize wellness have become increasingly important. Find out how you can employ the...

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  • Creating a Culture of Mindfulness: Exploring the Benefits of Workplace Meditation

    Creating a Culture of Mindfulness: Exploring the Benefits of Workplace Meditation

    The practice of meditation can be a powerful tool to enhance productivity and wellness in the workplace. Flooded with conference calls, deadlines, and the tireless pursuit of...

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  • Fall 2016
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  • How to make Facebook Ads work for custom content

    How to make Facebook Ads work for custom content

    Even if your blog or article post manages to marry genuine entertainment with life-changing wisdom, it won’t necessarily reach your audience if you simply post it to your site. A...

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  • Summer 2016
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  • Mastering the Art of Google News Lab Tools with Samaruddin Stewart

    Mastering the Art of Google News Lab Tools with Samaruddin Stewart

    Google has become a living, breathing part of our lives. At True North Custom, it’s a resource we use every day as part of our research process. A recent training session by...

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  • Choosing the Right Image for Your Digital Content

    Choosing the Right Image for Your Digital Content

    When it comes to finding the right image for your content, a picture is worth more than 1,000 words. Ninety percent of information taken in by the brain is visual. To create engaging...

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  • Keep Your Head Out of the Boat: A Profile of CEO Lud Kimbrough

    Keep Your Head Out of the Boat: A Profile of CEO Lud Kimbrough

    Avid sailboat racer Lud Kimbrough took the helm at True North Custom in April 2014 as president and CEO. His history with the company and track record of success make him an obvious...

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  • 6 Ways Leadership Can Promote Workplace Productivity

    6 Ways Leadership Can Promote Workplace Productivity

      Investing in a culture of health can impact your bottom line more than you think. In fact, studies show that healthy employees are happier and more productive.  However, when the...

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  • Spring 2016
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  • Anatomy of a Social Media Meltdown

    Anatomy of a Social Media Meltdown

    When social media marketing misfires, what would your team do?

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  • Communicating in the Aftermath

    Communicating in the Aftermath

    If a traumatic event affects your community, take care to craft messaging that is meaningful.

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  • Marketing: A Story in Three Acts

    Marketing: A Story in Three Acts

    To move your reader to act, present a compelling story to your audience that provides solutions to their healthcare needs.

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  • Reputation Rehab: Managing Brand Perception

    Reputation Rehab: Managing Brand Perception

    In a tech savvy digital space, building a brand that can overcome negative press or social media fails is essential and requires proven strategy and purposeful content.

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  • 5 Steps for Smoother Conversions

    5 Steps for Smoother Conversions

    Get patient-facing personnel on board with marketing campaigns, or watch your conversion rate suffer. After months of hard work, your marketing campaign has gone live. You did the...

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  • Anthem's New Outpatient Imaging Policy Brings Challenges, Opportunities for Healthcare Marketers

    Anthem's New Outpatient Imaging Policy Brings Challenges, Opportunities for Healthcare Marketers

    Anthem BlueCross BlueShield recently announced it will no longer pay for fully insured members to receive certain outpatient imaging services in a hospital setting. For healthcare...

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  • Why Your Hospital’s Level of Patient Engagement Matters

    Why Your Hospital’s Level of Patient Engagement Matters

    Patient engagement is the primary metric for hospitals that position themselves as leaders within their communities. Now more than ever, there is a growing need for hospitals to have...

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  • Mastermind Groups for Professional Development

    Mastermind Groups for Professional Development

    You want to learn but can’t find the information you need. The solution? Bring your unique challenges to a mastermind group, a platform where colleagues and experts share real-time...

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  • 4 Constants in The Ever-Shifting World of SEO

    4 Constants in The Ever-Shifting World of SEO

    Is search engine optimization really always changing? You bang out a killer blog post, chock full of the proper SEO keywords that are sure to catapult your post to the top of Google’s...

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  • Case Study: Email Nurturing Campaign Helps Regional Health System Convert Prospects Into Patients

    Case Study: Email Nurturing Campaign Helps Regional Health System Convert Prospects Into Patients

    Two service line-specific campaigns, launched in collaboration with True North Custom, are helping Presence Health boost patient volume and build stronger relationships by leveraging...

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  • Marketers: Carpe Diem Salutem (Seize the Health Day)

    Marketers: Carpe Diem Salutem (Seize the Health Day)

    Today’s solar eclipse offers healthcare marketers the opportunity to be a trusted source for sight-saving tips. Here are other health-related events that can be leveraged to reflect...

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  • If You Don't Know, Ask: The Importance of Qualitative Data

    If You Don't Know, Ask: The Importance of Qualitative Data

    Qualitative data sometimes gets a bad reputation for being "too fluffy". While quantitative data is important for measuring marketing success, qualitative data is the best resource for...

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  • Woo Physicians Over Through Targeted Email Automation

    Woo Physicians Over Through Targeted Email Automation

    Leveraging a successful email campaign to physicians starts with strategy, is told through the vehicle of story, and produces the best results when cycled through a workflow. True...

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  • Busting the Myth of Vanity Metrics

    Busting the Myth of Vanity Metrics

    If you Google “How to create a marketing measurement plan”, you get nearly 75 million results. Needless to say, figuring out the best measurement plan for your hospital can be...

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  • From Personas to People: Data Gets Personal

    From Personas to People: Data Gets Personal

    In our recent webinar, True North experts discussed how personas can help you better understand the patients and prospects you’re trying to reach—but if you don’t take the time to get...

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  • Despite Healthcare’s Murky Future, The Need for Data-Driven Content Is Clear

    Despite Healthcare’s Murky Future, The Need for Data-Driven Content Is Clear

    In a time in which the future of healthcare seems to include precious few sure things, industry leaders and marketing professionals can nevertheless count on a handful of likely developments...

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  • Social Media: A Key PR Tool

    Social Media: A Key PR Tool

    Social media has changed how PR professionals work. Now it’s time to make it work for you. The main goal of public relations (PR) is to get your latest information in front of an...

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  • The Art of Storytelling: A Content Writer’s Guide

    The Art of Storytelling: A Content Writer’s Guide

    While it may not have chapters or contain hundreds of pages, the content you create should still incorporate a compelling story if you want it to stand out in a saturated market. A...

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  • Spurring Action and Reaction with Email Trigger Campaigns

    Spurring Action and Reaction with Email Trigger Campaigns

    The key to a great trigger campaign is notifying your audience of a service precisely when they need it. Healthcare marketers can take advantage of CRM databases to deliver messages...

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