Mar 2 2017
I was pleased to see one of the conclusions drawn by Deloitte, based on its 2016 survey of consumer health care priorities. In their report, they made the spot-on observation that “scaling technology and designing digital for health consumers must be more than a digitization of current state processes.”
Defining what consumers want from their health care experience isn’t all that complicated. They want access to affordable health care, and they want a personalized experience. Can I get the health care I need when I need it? How much will it cost me? Do they know me and understand what I need?
Delivering on it is another matter. We know that smartphones, social media and online retailers are shaping consumer expectations when it comes to their health experience. So what implications does that have for health care providers? More specifically, how should consumer preferences impact how providers are showing up online, and the digital experience consumers are having with them?
Having spent the first 15 years of my career working for hospitals and health systems, I have some of my own ideas. But I wanted to shape my thinking through the lens…
Jan 30 2017
Authentic Transport Fine Art Services may be making big waves in the NYC art handling scene, but that doesn’t mean they don’t feel the same strains as other small businesses. CMO and Executive Client Manager, Robert Lopez, reminds us that all small businesses have to make the most of their investments – both monetary and manpower. To show real value, marketing partners have to be ready to get scrappy.
I caught up with him (full disclosure: he’s my brother-in-law) to talk about how marketers can best show progress and ROI to small business owners.
What are the core hurdles for a small business to engage with a marketing agency? Why do small businesses outsource their content marketing?
Running a marketing strategy from scratch can be a really hard task that involves time, money, marketing tools, and of course the know-how. Most small businesses don’t have these things in spades. They know they need help, but are likely to have a limited budget, which means they can only afford limited help.
When a company hires a marketing agency to work on its content, the expectation is simple: help drive sales conversion. According to Neil Patel, “brands need to make sure that they’re…