Insight

notes ©2015 True North Custom. All Rights Reserved. Healthcare Insight is published quarterly by True North Custom, 5600 Brainerd Rd, Suite 1, Chattanooga, TN 37411. Postmaster: Send changes of address to Healthcare Insight, P.O. Box 4449, Chattanooga, TN 37402. HEALTHCARE INSIGHT LUD KIMBROUGH Executive Editor JASON SKINNER Editor-in-Chief JENNIFER WEBSTER Managing Editor ERIC CL ARKSON, VALERIE L AUER, KATY MENA-BERKLEY, MELISSA MOORE Creative Services ERIC JACKSON Creative Director ASHLE A ROARK Art Director CL AY PRICE Production Manager TRUE NORTH CUSTOM LUD KIMBROUGH President & Chief Executive Officer TIM HANNERS Chief Healthcare Strategist JASON SKINNER Chief Marketing Officer HILL ARY MYERS Director of Client Services ERIC JACKSON Creative Director ANGEL A WILLIAMS Editorial Director JESSE THOMPSON Copy Manager PROUD MEMBER OF F R O M T H E E D I T O R H E R E AT T R U E N O R T H, very few things get us more excited than seeing clients recognized for excellence. This year's awards season has been especially gratifying as several clients were honored with 2015 Aster Awards, APEX Awards, and Healthcare Advertising Awards. The list of recipients would take up this entire space so check out the "From the Experts" section on our website and join us in celebrating these achievements. In addition, we're proud to partner with two of the nation's Top Hospital Marketers as selected by DTC Perspectives. This includes 2014 honoree Theresa Komitas from KishHealth System and 2015 honoree Gregory Potter from Inspira Health Network (left). Both joined us for the recent Hospital Marketing National Conference in Atlanta, where Greg received his Top Hospital Marketer award and Theresa co-presented with our Chief Healthcare Strategist Tim Hanners on "How to Modernize Your Content Marketing." In case you weren't able to attend the conference, here's a recap of the fresh insights shared by the industry's best and brightest: Paul Matsen, Chief Marketing and Communications Officer, Cleveland Clinic » TREATMENT SEEKERS HAVE a voracious appetite for content. » E-NEWSLETTERS ARE VITALLY important and print still fills an important niche in our national marketing strategy. » WE LOVE INFOGRAPHICS because they're so shareable; we created 150 last year and will increase to 250 this year. » THE SHEER FRAGMENTATION of media is what keeps me up at night. It's easy to get overwhelmed by the number of media options available and making strategic decisions about where to invest. » THE GREATEST THING about working in healthcare marketing is the inspiration that comes from inside the organization. Jennifer Arvin, Barnes-Jewish Hospital You can create a business case for making an emotional connection with your brand, because it makes your content more memorable and creates preference for your organization. Holly Smith, St. Mary's Health Content marketing is an ABO strategy; it drives acquisition, behavior, and outcomes. Everyone on your marketing team should be responsible for content. Tadd Pullin, Nebraska Medicine Lauching a rebrand has to be perfect—it's a unique, powerful, one-time event. Michael Chapman, Springboard Brand & Creative Strategy Convenience is the deadliest attribute you can own with your brand story, as it makes you more vulnerable to competitors. We hope you find these insights useful, and look forward to bringing you more enlightening perspective in upcoming issues. Sincerely, L U D K I M B R O U G H PRESIDENT AND CEO All material submitted to Healthcare Insight becomes the property of Healthcare Insight magazine. No portion of this magazine may be reproduced in whole or in part without written consent of True North Custom. Call 800-624-7496 for more information. True North Custom is not responsible for claims made by any advertising appearing in Healthcare Insight. Direct editorial correspondence to editor, Healthcare Insight, 5600 Brainerd Rd., Suite 1, Chattanooga, TN 37411; for return, enclose a self-addressed, stamped envelope. Dear Colleagues, 4 INSIGHT V11N2 TRUENORTHCUSTOM.COM

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