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, THOMAS CROCKER, VALERIE L AUER, MELISSA MOORE , TIFFANY PARNELL 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 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. "C O N T E N T I S T H E C U R R E N C Y of modern marketers." This quote from a recent Harvard Business Review article perfectly articulates the value of content in connecting with consumers in today's increasingly saturated media environment. When you combine the fact that today's consumers receive 5,000- plus messages a day with the average attention span shrinking to 8.25 seconds (slightly lower than a goldfish at 9 seconds), it makes sense that marketers have to align their messaging with audience members' interests in order to fully engage them. Don't just take our word for it. Here are a few other statistics that reinforce the need for integrated content in the modern marketer's toolkit: » 53 PERCENT OF CONSUMERS said "offering free content about a topic I'm interested in" is the most effective way for a company to attract their business. Free, relevant content topped the list of options that also included (among many others) "appearing in search results when I'm looking for something I need or want" (48 percent), "advertising on TV, radio, billboards, and newspapers" (37 percent), "emailing me about products, discounts, or company news" (34 percent), and "posting on social media networks I'm active on" (27 percent). 1 » WHEN BUYERS CREATE SHORT lists of vendors they'll consider, 79 percent base their decisions on the vendor's level of relevant content. Vendors that deliver irrelevant content are 25 percent less likely to make the short list. 2 » 71 PERCENT OF READERS scroll through editorial content online (to read more), while just 24 percent scroll through native ad content. People also engage with one page of a typical online article for more than 15 seconds, while they engage with a native ad for only about 5 seconds. 3 To further illustrate the power of integrated content marketing, we've created a 2-minute video highlighting our work with the Global Down Syndrome Foundation. Visit our From The Experts blog at bit.ly/tnc-gdsf to watch the video. Until next time, L U D K I M B R O U G H PRESIDENT AND CEO Dear Colleagues, 1 Fractl+Moz, Inbound vs. Outbound, Consumer Perspectives on Marketing Effectiveness 2 IDGConnect, Buyer Research Provides Irrelevant Digital Content Impacts B2B Vendors' Bottom Line 3 Chartbeat 4 INSIGHT V11N3 TRUENORTHCUSTOM.COM

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