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Passion Pivot: A Profile of True North Custom CEO Jim Hobson
After spending three decades in leadership positions at healthcare organizations big and small...
Most Recent Articles
Content Marketing Must-Haves for Reaching Millennials
Making your healthcare content more interactive and shareable is always a good idea — and essential for engaging millennials. The United States Census Bureau approximates that there...
5 Steps to Successful Email Automation
Achieve effective digital marketing through email automation. It's a modern marketer's dilemma: While incorporating automation and other new technologies is essential to evolve as a...
How to Get Moving on a New Movers Campaign
When your hospital or health system wants to reach area newcomers, put these best practices to work. Each year, 14 percent of Americans move—and some of them are moving into your...
The 2018 State of Healthcare Content Marketing
Content continues to evolve as an essential component of the modern marketer's toolkit. The third-annual State of Healthcare Content Marketing Report is sponsored by True North Custom...
3 Simple-Yet-Oh-So-Effective CTA Tips to Improve Conversion
Every article or landing page should drive your reader to a goal through a call to action (CTA). If it’s well-crafted, a CTA can boost the rate at which readers take that next step.
Foundation Focus: How Children’s Hospitals Leverage Content to Cultivate Donors
Stories about children who have overcome serious illness or injury tug at the heartstrings—and they can be powerful calls to philanthropic action.
Speaking the Culture: Marketing to Hispanic and Latino Audiences
Successfully marketing to Hispanic and Latino communities requires a thorough understanding of language, culture, and the intersection of the two.
Marketing Your Mission
Nonprofit and faith-based healthcare organizations have an inherent advantage when it comes to content marketing: missions that transcend medicine. How can they capitalize?
Flushing Away Old Content Marketing Myths
“Human attention spans are shrinking” is a refrain that repeatedly shows up in conference presentations, blog posts, and podcasts these days. But will this myth hold up to debunking?
How Children’s Hospitals Can Engage Physicians to Increase Referrals & Reputation
To create content that captures physicians’ attention and trust, children’s hospitals have to be true to themselves.
Advising Marketers for a Changing Landscape: A Profile of Jill Sartori
True North Custom Regional Vice President of Business Development Jill Sartori brings a marketer’s mindset and data-driven perspective to her role of strategic partner. Sartori, who...
Establishing a Unique Voice: Content Marketing for Children’s Hospitals
For children’s hospitals to establish themselves as a trustworthy resource in the community, they must find their unique voice.
Case Study: Custom Content Helps Health System Boost Awareness & Reverse Outmigration
Washington Health System embraces storytelling in print and online to increase awareness of key service lines and prove return on investment (ROI).
How to Develop a Content Strategy, Part #3: Create, Measure, Optimize, and Repeat
Once you have a clear understanding of your current channels, the people you are trying to reach, and your marketing goals, it’s time to create and distribute your content....
How to Develop a Content Strategy, Part #2: Mapping It Out
Now that you have an inventory of your current marketing efforts and a sense of what is most effective, use this information to create audience personas, measurement plans, and...
How to Develop a Content Strategy, Part #1: Taking Inventory
This first installment of our three-part series on creating and executing a comprehensive content strategy focuses on the most critical step in the process: planning.
The Psychology of Design in Content Marketing
Content marketing involves much more than words. In fact, researchers at MIT discovered that the brain processes images in as quickly as 13 milliseconds. The key is leveraging proper...
Avoid the Naughty List for Digital and Print Mailing Lists
You work hard crafting the right messages for specific audiences. Don’t let simple mailing list errors stand in the way of reaching your goals.
Ask These 3 Questions to Future-Proof Your Marketing Strategy
With delivery models changing rapidly, healthcare organizations that regularly ask questions about their consumer base can adapt their messages—and, more importantly, how those messages...
4 Tips for Defending Your Marketing Decisions