In enterprise healthcare, brand trust starts with value—and value starts with content.

Whether we’re working on one aspect of your strategy, a writing project, or overhauling your entire program, all my work is rooted in this healthcare content marketing framework.

In my decade of working on hospital tech content programs of every size and maturity level, I’ve seen too many hospital tech vendors:

Frustrated and burning out their teams trying to apply methods from other verticals to hospitals & health systems with underwhelming results
Disappointed by agencies who don’t understand the nuances of the healthcare market
Missing out on RFPs…because of prospects who don’t understand their value prop and better-prepared competitors who use content as an asset to get in front of their market before the sales cycle begins
Wasting time chasing the wrong decision makers in the healthcare organization (or approaching the right ones the wrong way)
Wasting time with agencies that don’t understand this sector
Drowning in sunk costs and poor results that reflect negatively on individual marketing professionals

They’ve tried publishing more, investing in expensive new tools, hiring new personnel—but their performance in the enterprise healthcare sector continues to lag while pressure from leadership to move in this highly-lucrative industry just gets heavier.

…and it’s because they’re not looking at content from an enterprise healthcare-specific perspective—something I’ve become a student of over my years in hospital & health system content strategy consulting and content creation.

I believe that hospitals and health systems should benefit from vendor content.

The best and most effective healthcare branding is grounded in content that meets decision makers where they are—positioning vendors as trusted advisors…before the first sales call ever takes place.

This level of content marketing requires a focus on providing value through content—an approach that views content marketing not just as a business exercise, but as an extension of your value prop…an approach that’s best described as Value-Based Content Marketing.

Because of the complex nature of hospital and health system technology, the potential for Value-Based Content Marketing is endless—and it’s a potential I love helping my clients reach.

I developed Value-Based Content Marketing for Hospitals—a six-pillar approach based on what I’ve seen work (and fall short) in hospital tech content marketing across a diverse range of programs in my 20 years in healthcare. My framework is powered by a combination of my deep experience in healthcare technology and by data from healthcare IT market research firm, Eliciting Insights.) The framework is grounded in Evidence-based Listening—the foundation of any healthy business relationship.

I also use a version of the Gartner Content Marketing Maturity Model to support healthcare marketing leaders in progressing in the journey through Value-Based Content Marketing.

When you’re ready to meet hospital & health system leaders with a content marketing strategy that reflects their perspectives and proves your dedication to the vendor-hospital relationship, grab some time to talk and we can explore which services best suit your marketing needs.

(Looking for a simple place to start? Consider a Smart Content Recycling exercise.)

Value-Based Content Services

A highlight of the services I offer under each VBC pillar. This list is not exhaustive and we can come up with custom solutions that fit your needs.

Evidence-Based Listening

Content Marketing Research

30-Day Hospital Value Prop Accelerator