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Healthcare Innovation

Why Your Healthcare Innovation Needs More Than Just a Go-to-Market Strategy or Strategic Marketing Plan

It’s Business 101 to have a strategy for marketing your product or service, especially when a company is launching a new one. These often manifest as a go-to-market (GTM) strategy and a strategic marketing plan. But when you’re developing and launching a disruptive technology – a true innovation that’s breaking through the status quo – it takes deeper, more holistic strategy to ensure that you maximize adoption, diffusion, and marketplace acceptance.

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Create a Powerful Strategic Business and Marketing Plan for 2018

The year is coming to an end, and that means it’s time to gear up for a fresh start. Most healthcare leaders have some form of strategy in place for the year, but many fall short in giving it the kind of TLC it really deserves.

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Healthcare Marketing Based on Science Equals Better Results

No one will debate that we live in an age of information. Constant, diverse, real-time information inundates our day-to-day. We have data on everything, from the U.S. city with the highest hot dog consumption in 2014 to a map pin showing exactly where your uncle is at this very moment.

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Healthcare Technology Innovation: Brand It to Diffuse It

You’ve heard me say before that your company’s story is your DNA – the legacy you leave behind. While you’re hard at work on your marketing messages and sales pitches, you could be missing out on important progress by neglecting to develop your brand at its core. In the words of David Tyreman, “Business is not just a transaction; it's an experience. People do more business with people and companies that engage them in the purchasing experience. When you attach meaning to the act of doing business with you, you stand out from the crowd.”

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Can a Journey Map Help Improve the Patient Experience?

Remember when internet advertising was in its infancy and every site you clicked on released a barrage of pop-ups? At first it must have seemed like this trend was the next big thing and would help brands reach tons of buyers. However, the irritation factor could not be ignored. Sure, consumers were seeing the products, but they were not ready to buy!

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How Healthcare Brands Can Crush it with Content Marketing

By now, you’ve surely heard the term “content marketing.” But do you truly understand what it is and how it can help your business? As more and more people turn to the Web to get information, join important discussions, and make purchasing decisions, content marketing becomes increasingly important to a healthcare brand’s bottom line.

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Opportunity Hides in Disruptive Mash Ups & Strategic Partners

Unlikely partnerships are disrupting to the Healthcare Industry. Startups and companies from other industries are nibbling at the edges of the traditional health ecosystem.

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