Articles by Jesse McGowan
Everyone in healthcare is talking about changes and the uncertainty that lies ahead. Unfortunately, as companies try to connect their products with those pain points, many are saying exactly the same things. Clients in this industry come to us to polish and promote their brands through bold statements – and that’s exactly what we did for Elsevier’s Revenue Cycle eLearning (RCE).
RCE asked us to promote their revenue cycle management training tools that support the ICD-10 changeover, due in 2013. Their educational products are numerous and complicated to describe, in an industry already buzzing with marketers, experts and lawmakers all fighting for attention in the space. Read A 'Roadmap for Successful Healthcare Marketing'
Mon, November 21 | By Jesse McGowan | Posted in Branding, Our Work, Design, Content Strategy, Identity, Marketing, Positioning, Social Media, Healthcare Marketing, Web Design
We believe there is a great deal of value in an outside perspective during the development of branding and marketing strategy. However, when we have finished our job the onus of brand stewardship ends up in the hands of internal marketing departments or procurement-strained creative vendors. What happens next is the gruesome mangling of the language and visuals that were once so well-crafted and on-point. All in the name of fast and cheap.
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The term “knowledge is power” is not new, however, it represents a concept that is often forgotten or abused in marketing. I don’t know which is worse: content that is too top-level, giving the audience only fluffy, feel-good words that do nothing to develop a deeper, more actionable understanding, or bulleted lists of details that go on and on for days.
There is a fine line to be walked between a preachy, marketing message and a specifications list that makes eyes’ cross, but when that balance is found, customers gain an education that is comforting and empowers decision making. Read more.
Despite their best intentions, companies large and small often get wrapped up in their own understanding of their brand. The intimacy that grows out of a close relationship with a product or service tends to skew perspectives to reflect personal perception rather than address actual customer needs.
Have no fear! There are ways to help to focus – or refocus – your efforts. One of those is to step back and look outside your own organization for expertise and guidance. Read more.
