Insight

2016 V12N3 CONTENTS 5 Improv at the Office Discover how the lessons of improvisational acting are applicable to your career. 6 All the Right Moves Take a page from the playbooks of healthcare marketers who excel in the content marketing arena. Plus, discover how you can participate in the 2017 State of Healthcare Marketing Content survey and report! 8 'Stop Shoving People Down Funnels' Instead, rely on the force of user intent to structure your healthcare marketing strategy. Based on the teachings of Google's Digital Marketing Evangelist, Avinash Kaushik. 10 Everything Has Changed–Or Has It? A Q&A with UnMarketing guru Scott Stratten chisels down to the next layer of insight for applying principles from his Everything Has Changed but Nothing Is Different concept. 11 The Inside Scoop on Infographics Whether you love them or hate them, infographics are here to stay. Find out how to make the most of your infographic efforts and how they compare to animated webgraphics. "Most hospitals use content marketing, but only about 23 percent document their content marketing strategies. If your strategy isn't documented, you don't have the necessary metrics to calculate ROI." —Kayla Anderson, True North Custom Marketing Manager Editorial Advisory Board T H E H E A LT H C A R E I N S I G H T Editorial Advisory Board, made up of thought leaders in healthcare marketing and communications, provides the magazine staff with expert perspective to ensure content remains relevant and engaging. The board's guidance and support are invaluable in achieving our mission to inspire and inform the healthcare marketing community. Scott Stratten President, UnMarketing Author, UnSelling: The New Customer Experience O A K V I L L E , O N T A R I O Kathy Dean Associate Vice President/Chief Marketing & Communications Officer University of Iowa Health Care I O W A C I T Y , I O W A Lisa McCluskey, MBA Vice President, Marketing & Communications CHI Memorial Health Care System C H A T T A N O O G A , T E N N E S S E E Susan Alcorn Senior Vice President and Chief Communications Officer Rochester (NY) Regional Health System R O C H E S T E R , N E W Y O R K Chris Efaw Vice President, Outreach & Development Tift Regional Medical Center T I F T O N , G E O R G I A Preston Gee Vice President, Strategic Marketing CHRISTUS Health I R V I N G , T E X A S

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