Huge Healthcare Organizations Face the Same Content Challenges as We All Do.
In case you haven’t heard, the phrase “Content is King,” is gone like most of Downton Abbey’s gentry estates. The new ruler? “Relevant Content is King!”
Oh, boy. What’s this? Well, relevant content is information that your audience craves. Not such a new monarchy, is it? We’ve been shouting, “Know your audience!” from the turrets for quite awhile. But, how do you know what your health audience needs, wants, or can’t live without? Continue Reading →
You sit stuck in one of two groups initially:
1.) You either have no idea what your brand story is, besides some seemingly unrelated fragments of experiences, events, and ideas that clash inside your brain and bubble up at random while singing along with Drake on SNL (you DO know who DRAKE is, don’t you?).
2.) Or you are crystal clear on every last conversation, thought, aha moment, and event in your brand’s history as well as those of your 62 year old parrot and your manicurist, and you wish, oh how you wish!, you had more time and space to spew every last drop to anyone who will listen (or appear to).
Both are equally difficult to overcome and equally ineffective when trying to connect with your health organization’s audience. Continue Reading →
How do you tell a great story? One in which your audience can see themselves. One that evokes emotion in your readers. One that people will not just remember, but share. One that inspires your ideal customer to return to you again and again.
Storytelling is an essential health marketing tool. Didn’t sign up to win a Pulitzer in literature? Fret not. Employee these 5 storytelling elements in your health brand’s story:
Storytelling is how smart health brands are emotionally engaging their audience.
Our minds respond to and retain stories far better than it does facts. Why? Stories are logical and sequential. Stories strike an emotional cord. Stories group information into a framework for sharing and discussion. Audiences are more open to being told a story than to being “marketed to.”
Storytelling ain’t just for bedtime anymore. Continue Reading →
Food, Film, and Literature. The latter two may not be what automatically comes to mind when you think of Chipotle. Sustainable, local, fresh, good-value, fast, delicious might be better descriptors.
So why has founder and CEO, Steve Ells, been spotted featuring “artsy” shorts such as the Chipotle’s original web series, Farmed and Dangerous, and most recently, an author series on it’s beverage cups from authors that are no lightweights such as: Nobel Prize in literature winner, Toni Morrison; brash comedienne, Sara Sylverman; and fast, edgy fiction writer of Money Ball, Michael Lewis?
Because Steve Ells totally gets Chipotle’s loyal customers…and he’s hoping to gain more by moving past the gut and into the hearts and minds of his customers.
What works to engage consumers of health. Is it fear? What drives them to make choices and how can your health communication connect and drive them to better health?
Chose one sample of your company’s health communication and re-imagine it using the principles presented above.
Please share your thoughts on how you might achieve greater engagement.
Contact Ink Wellness health writing services to help you achieve greater connectivity and better patient results.
Employee Health and Wellness programs are blossoming across all industries. Findings suggest these programs increase employee loyaly, productivity, and bring the cost of doing business down. For your FREE company wellness program, see the link:
from Keen Footware. Be sure to calculate your company’s possible monetary benefits and utilize the terrific HR resources and program. I just LOVE this program and think there’s no better way to get your company healthy in the new year!
As we’ve spoken of in past posts, health and wellness writing is an essential part of your business, but not just in the business of customers. The health of your company depends on the health and engagement of your employees. There is a growing trend across all business to build attached and engaged employees, those who are dedicated to your business, offer their talents, and have loyalty to the business’s mission. Healthy communication is essential and often takes written form. To learn how to engage your employees, follow the link to Enterprise Engagement Alliance’s free webinars on employee engagement. Start the new year with a healthy focus on the pulse of your organization, its people.
Want to make your best customers and employees life- long partners in your health business? Have you heard about the field of engagements and incentives? Many big-hitters in the health field have. See what you can learn for your own health and wellness business. Search white papers on the subject of health and see a wide open field of people just waiting to jump on your band wagon.
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- ▼Enagagements and Incentives (13)
- ►storytelling (4)
- 4 Things Chipotle Can Teach You About The Heart of Your Most Loyal Customers
- 4 Ways to Use Storytelling to Engage Your Audience
- Are Your Health Company's Employees Happy and Engaged?
- Engaging Health Writing? The Growing Trend in Health and Wellness
- Have These 2 Free Resources to Understanding What's Relevant to Your Health Audience?
- Let's Take a Recess! Free Employee Health and Wellness Program from Keen Footware.
- Re-Imagine Health and Medical Communication
- These 5 Elements Will Change Your Storytelling from Stagnant to Soaring
- Wrestling with Getting Your Brand's Story Out of Your Damn Head and Into Your Audience's Heart?
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