Healthcare is an extremely personal market—after all, few things are more personal than your health and wellness. Many people take this so far that they will trust the amateur advice of a friend or family member before the advice of their healthcare providers. Despite this reality, many healthcare websites come across as distant, impersonal, and even institutional at times.
Embracing the Human Aspect
In the not-too-distant past, individuals looked to their parents, friends, and colleagues to find their healthcare providers.… Read the rest
Over the course of the last 3 months, I’ve been reading The 48 Laws of Power by Robert Greene and exploring the sales and marketing parallels every Monday on this blog. I’ve learned quite a bit, and I hope you readers have, too. What’s been particularly striking in the course of writing this series are the areas of overlap I discovered between laws, which I’m going to dig a little deeper into today.
Let’s start with “court attention at all costs” and “play to people’s fantasies”—these are similar in that the overriding principle is Do what you can to captivate people. … Read the rest
Reddit is notorious for being “anti-marketing” with self-promotion being one of the easiest ways to get yourself blocked (or worse seen as a total “newb”) on their many forums. Although Reddit may not be great for sharing the content you create, it can be a good tool for researching your target audience, and finding new ideas to start creating content. As I’ve begun to use Reddit more (and start to feel less like a “newb” myself) I’ve found 3 things that seem to work well when using the platform for research purposes.… Read the rest
The biggest sales conference (or conference, period?) in the land is only a couple weeks away, and we at Fathom are very excited. Dreamforce 2014 promises to be the usual extravaganza of sales-marketing knowledge, networking and late-night parties. As enthusiastic users of Salesforce both internally and as consultants to other companies, we hope to expand our growing knowledge of how to use the platform to grow revenue more quickly (with sales acceleration services) and enhance the professional development of an organization.… Read the rest
You know your manufacturing audience. You spend three hours carefully crafting a piece of content you know your audience will love. Finally, the time has come to hit ‘publish’ and, as you do, you can’t ignore the flutter of excitement in your stomach.
Deep breath. It’s out there. It’s live. So now it’s time to sit back and watch it take off.
The only problem is, it doesn’t take off. After one push through social media and a few days, engagement is low.… Read the rest