Insight

notes F R O M T H E E D I T O R ©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. PROUD MEMBER OF 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. HEALTHCARE INSIGHT LUD KIMBROUGH Senior Executive Editor JASON SKINNER Editor-in-Chief KAYL A ANDERSON Executive Editor NIKKI SNEED Account Manager LISA PRICE Senior Managing Editor VALERIE L AUER, TIFFANY PARNELL , TREVOR WILLINGHAM 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 KAYL A ANDERSON Marketing Manager NIKKI SNEED Marketing & Events Coordinator W E ' R E C O M M I T T E D T O bringing you content that you can actually use. As the industry continues to evolve at a rapid pace, that means leveraging ideas and best practices from more advanced sectors— where marketers have been utilizing data, digital, and other "modern" tools for years. That's why we recently reached out to Scott Brinker, ChiefMarTec.com Editor and Hacking Marketing author, to find out how healthcare marketers can apply these retail-esque marketing principles to their organizations. Healthcare Insight advisory board member Lisa McCluskey graciously conducted the interview. Here's an excerpt from one of their exchanges: Lisa: In health care, we're changing from a reactive mode to a proactive mode, where everything is about health and wellness. Patients didn't look to us until they needed us in the past. As we're moving to a wellness environment, where we're trying to nurture patients before they know they have a need, how do you see health care incorporating more of those digital touch points? Scott: One of the things we're seeing more broadly in marketing is absolute content overload … with almost every organization on the planet feeding content into email channels, social channels, and more—the ambient noise is deafening. Prospects very quickly … tune that stuff out, so the challenge for marketers is finding creative ways to break through that noise. One thing we're seeing successful marketers use: Instead of just giving people more stuff to read or watch or listen to, can we actually give them utilities, can we give them services, can we give them resources that help them with something they need to accomplish? While these things can be tangentially related to the brand's core service, there doesn't have to be an immediate connection. Rather, there's a relationship that both helps the prospects and makes the brand connection. In health care, people have so many questions around diet, behavior, and other areas, there must be trigger moments where they might really desire helpful services and utilities from professionals connected to the healthcare space. This offers tremendous opportunities for connecting those people with health providers. We echo Scott's thoughts. If you do, too, and want to hear more, you can access Scott's interview in its entirety at info.truenorthcustom.com/ healthcare-insight-summer-2016. In closing, I'd like to pose a question in the spirit of continuous improvement: Are you reading this? We perpetually measure and optimize every element of our content, and this letter is no exception. If you read the letter, let me know by sending an email to lkimbrough@truenorthcustom.com with "I read your letter" in the subject line. To make it worth your time, we'll send the first 10 respondents a copy of Scott Brinker's Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative. Until next time, L U D K I M B R O U G H PRESIDENT AND CEO Dear Colleagues, 4 INSIGHT V12N2 TRUENORTHCUSTOM.COM

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