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6 Insights From Work on a Large Health Network Project

Huge Healthcare Organizations Face the Same Content Challenges as We All Do.

Insights from the Big Guys

Insights from the Big Guys

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Checked these 3 Mobile Friendly Boxes on Your Health Website?

mobile_cropped_ThinkstockPhotos-478607105I should have known it was way too easy when I plugged in WPtouch to mobile optimize INK WELLness this weekend…way too easy. I had a sneaking suspicion I was missing something, or maybe even a few things.

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Wrestling with Getting Your Brand’s Story Out of Your Damn Head and Into Your Audience’s Heart?

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).

brand storytelling

Brand story all tangled up?

Both are equally difficult to overcome and equally ineffective when trying to connect with your health organization’s audience. Continue Reading →

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These 5 Elements Will Change Your Storytelling from Stagnant to Soaring

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.

Essential Components to a Story that Soars Beyond Your Audience's Expectations

Essential Components to a Story that Soars Beyond Your Audience’s Expectations

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:

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4 Things Chipotle Can Teach You About The Heart of Your Most Loyal Customers

Connecting to Your Core

Chipotle Author Series Appeals to the Minds of Their Loyal Customers

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.

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Do You Know Who You Are? Articulate Your Brand Identity.

It’s a tough thing to do to distill all that you are and all that your business does into just a few simple words, an identifiable image, one solid concept that your customers can expect time and time again.

But it’s absolutely necessary and it’s called your brand identity.

And, if you don’t know what your brand identity is yet, your not alone, but you need to know how to define your brand identity now. So let’s get busy.

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Series: Free Back Stage Pass. Share Health Conference Information. Technique #3: Interview the Presenter

I’m changing it up a bit.  Thinking our last post “Thought Leaders” needs a little more attention.  We’ll continue that topic later.  For now, let’s finish up with Health Conference Coverage and then we’ll go deeper, later with Thought Leaders.  Deal?  Read on to round out our series on Health Conference Coverage.

Continuing with our series on sharing health conference information with your audience, today we’ll discuss specifics about interviewing health industry thought leaders, Technique #3.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2. Interview a “thought leader” in the health industry who has attended a specific conference session.

3. Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #3:  Interview a Conference Presenter.  Continue Reading →

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Series: Free Back Stage Pass: Bring Health Conference Info to your Customers. Technique #2 Health Industry Thought Leaders

Continuing with our series on sharing health conference information with your audience, today we’ll discuss specifics about interviewing health industry thought leaders, Technique #2.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2. Interview a “thought leader” in the health industry who has attended a specific conference session.

3. Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #2: Whaddaya Think? Get a health care thought leader’s response to conference sessions.

First, answer these three questions: Continue Reading →

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Series: Free Back Stage Pass. Sharing Health Conference Information. Technique #1 Your Own Personal Stamp

Continuing on with our series on sharing health conference information with your audience, today we’ll discuss specifics about providing your customers with your health company’s professional summary,  Technique #1.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2.  Interview a “thought leader” in the health industry who has attended a specific conference session.

3.  Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #1:  Summarize the Conference Session  on behalf of your organization.

Most of us can write a pretty tight summary.  The idea is to share the information, in your company’s voice, with consumers, customers, followers, and your own employees.  Remember, you are doing this not only to share but to position your organization as the “go-to-guy” for all that is new and trending in your industry.  Here are a few tips: Continue Reading →

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Re-Imagine Health and Medical Communication

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?

TEDMED.

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.

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