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Elevate your healthcare marketing content

Many brands fancy themselves content marketers with inbound lead generation and nurture strategies. There’s a proliferation of content developed with intent to move customers through the decision journey, from awareness to purchase. Some do this better than others. One healthcare brand that has shown a particular knack for strong content and nurture marketing is Cardinal … Continued

5 ways “fake news” impacts healthcare media

The proliferation of the term “fake news” over the last year has catapulted the entire journalism profession into the spotlight…and into defense mode. According to a new report, A Real Plague: Fake News, 82 percent of Americans are concerned about the impact “fake news” might have on the credibility of information they get from the … Continued

A picture is worth a thousand shares

Most humans are visual beings. While text still dominates online information exchange, humans do not handle lots of text very well. Reading is time consuming and can easily be overwhelming. To counteract information overload, attractive visuals (photos, videos, infographics, etc.) that coincide with text are not just wants but must-haves. With that said, it should … Continued

Making PR a top lead generator

Inprela made PR a top business driver for Stratasys Direct Manufacturing (SDM) in 2015. Here’s how we did it. Program objectives were to increase awareness of the company and drive customer engagement to support sales. Inprela’s strategy was for SDM to self-publish the results of a commissioned survey of current and future users of 3D … Continued

Redefining B2B Healthcare KOL Engagement

For B2B healthcare companies that specialize in mission critical areas like patient care and safety, establishing a key opinion leader (KOL) program is an absolute must. Why? Because industry experts are frequently looked to for independent collaboration on critical technology needs, research and innovation feedback to advance our healthcare system. With that, their thought leadership … Continued

4 rules for B2B thought leadership success

It seems every B2B company’s marketing goal is to be a thought leader. To be recognized as a thought leader, you need to do more than hire a PR firm. Being a thought leader is about harnessing your company’s expertise to provide increased value to customers. Done well, thought leadership can be monetized.  But, not everyone … Continued

Marketing in manufacturing: Three common challenges

The newness of 2016 has faded. You’re either executing your marketing communications campaigns as planned, or (more likely) you’re managing against the modified realities the year has brought your manufacturing brand. You’re not alone. Here are strategic workarounds for three of the most common problems marketing teams face in the manufacturing sector.   Feeling intense … Continued