ThoughtStarters
Expert content for digital health
“The job of a CEO or any manager is a constant battle between doing the work and communicating about the work; between being head down and popping your head up to motivate the team or inform the outside world. Yet crucial functions are beginning to move back into the remit of the CEO. Communications is …
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 …
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 …
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 …
