ThoughtStarters
Expert content for digital health
B2B healthcare marketers: Do you know where to find your target audiences? Identifying your audience – your ideal customer profile – is the first step to reaching it. Along the way, another crucial step is to figure out where and how your audience members congregate, get their information, and learn more about the products and …
Is AI search replacing traditional search in healthcare? And more to the point, should you change your marketing approach in hopes of attracting more patients or buyers who are using AI tools and relying on AI overviews when searching? I’m not an expert in SEO (search engine optimization), so I can’t answer these questions. But …
Anybody who’s ever done a tour of duty in thought leadership communications knows there’s a sharp difference between the easy way and the right way. Easy looks like: Right looks like: Marketing and communications pros who handle thought leadership would rather do it right – but often have only enough time and resources to do …
By now a lot of companies have at least experimented with using artificial intelligence tools to help with executive communications. The goal is to improve the quality and frequency of LinkedIn or blog posts, newsletters, emails, and other communication from the CEO or thought leader. This seems to be a pretty good use of AI. …
Thought leadership is having its moment. The rush is on to adapt to an AI-influenced world of marketing and communications. With it comes a spike in interest in thought leadership as a form of content (thoughts) from humans (leaders) that AI does a lousy job of creating. Let’s be clear on one thing: Thought leadership …
Look through job openings for content and communications positions and you’ll find a lot of the same phrases repeated: Exceptional writing and storytelling ability Deep expertise in content strategy (or media relations, digital marketing, measurement, etc.) Strategic mindset Strong project management skills Now step back and think about the requirements not listed. When’s the last …
Understanding who to target used to take lots of money and lots of months for surveys, focus groups, interviews, and market research. Now, of course, we have artificial intelligence tools that can do some of this for us. In a few minutes’ time you can prompt your AI tool of choice to provide a buyer …
So much of what happens in a successful content and communications function can be boiled down to repeatable, predictable processes. It’s challenging enough to create timely, relevant content for your target audiences. Now think about how exhausting it would be to face each day without a documented process. Successful content teams have learned to use …
It’s easy for healthcare startups to overlook an important truth about launching a public relations program: The best foundation for PR is what you develop and publish on your own channels. Your website, blog, newsletters, email, and marketing materials are in your control. The media that you own establishes your narrative and begins to build …
