Insight

notes ©2016 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 ED L AMMON Managing Editor KAYL A ANDERSON, JAMES COLVIN, VALERIE L AUER, KATY MENA-BERKLEY, 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 JASON SKINNER Chief Marketing Officer ERIC JACKSON Creative Director HILL ARY MYERS 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. Dear Colleagues, We A LWAY S C O M E B A C K from fall conferences—including the Society for Healthcare Strategy and Market Development (SHSMD) annual conference and the Healthcare Internet Conference (HCIC)— with a few fresh ideas, but this year there was a resounding theme buzzing at both events. Specifically, there was a singular concept discussed in virtually every keynote, concurrent session, and casual conversation at our booth or over dinner: Everyone needs content. In fact, each event might as well have been called the "'We Have the Channels, Now We Need the Content' Conference." Perhaps the anecdote that best reflects this concept is seen a conversation our CMO had with a marketing executive from a health system in the Southeast. This executive's organization had invested significant time and treasure in a new website and content management system this year. The stage was set to reveal the new digital properties and start spotlighting the system's state-of-the-art approach to caring for the community. The only thing missing was ... you guessed it ... content. "We're going to wake up one day and realize that we need content," he said. "It's like we've built an amazing house without any furniture. They might show up once to visit, but they're probably not going to stay long—and they're definitely not coming back." That theme was repeated dozens of times by hospital marketing executives and vendors alike. Whether implementing new tools ranging from CRM systems and patient portals to websites, mobile applications, social media and email campaigns, and even tried-and-true custom publications, the need to "feed the beast" with great content is the tie that binds healthcare marketing departments nationwide. With that in mind, I'll leave you with a question: Is your hospital's "house" in order with great content? If not, we can help. It's taken us years to assemble more than 50 of the best writers and designers in the healthcare industry, and our team continues growing to serve your changing and emerging needs. Give us a call at 423-305-7692 or visit truenorthcustom.com to find out why more than 500 healthcare organizations nationwide turn to True North for content. Until next time, L U D K I M B R O U G H PRESIDENT AND CEO "We're going to wake up one day and realize that we need content. It's like we've built an amazing house without any furniture. They might show up once to visit, but they're probably not going to stay long—and they're definitely not coming back." —Health system marketing executive 4 INSIGHT V11N4 TRUENORTHCUSTOM.COM

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