I was having lunch with a client recently who told me she refers to her ongoing PR program as a ‘thought leadership program’ when speaking with her executive team. And that she does so because they more tangibly understand the value of thought leadership than they do public relations—they want their brand to be seen … Continued
June 2018 SUMMARY Inprela Communications offers B2B storytelling and content strategy services, driving a fresh approach to public relations. We’re seeking an Account Executive to join Inprela who is enthusiastic about bringing B2B stories to life. It’s a progressive PR practitioner who is both an “ideas person” and a doer, capable of earning clients’ trust … Continued
June 2018 SUMMARY Inprela Communications offers B2B storytelling and content strategy services, driving a fresh approach to public relations. We’re seeking an Assistant Account Executive to join Inprela who is enthusiastic about bringing B2B stories to life. JOB RESPONSIBILITIES Discover: Conduct research and use Inprela toolset to help clients benchmark their PR presence, audit content … Continued
Today’s B2B marketing reality: Marketing budgets are under scrutiny from executive leadership. Marketing departments face increased pressure to drive business growth, quickly. There is very little patience for action and results. How did we get here? The recession of 2009-2010 wasn’t the only factor, but it was a significant one. First, it exacerbated any dysfunction … Continued
In B2B healthcare PR, a patient story can make your dream press placement a reality, dramatically increase your brand awareness and grow sales. Yet, patient stories can be difficult to come by. In our niche B2B healthcare work at Inprela, access to patient impact stories is a rarity because companies don’t have direct access to … Continued
Make your 2018 PR program your best yet B2B marketers everywhere are developing 2018 marketing and PR plans. Clients are asking us to evaluate what worked and didn’t this year, to scan the competitive landscape to capitalize on weaknesses and to help them prepare to leverage their companies’ most anticipated events in 2018. The … Continued
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
Regardless what shape health policy takes under the new administration, the pressure on health systems to deliver better care for more patients at a lower cost will remain. Shared accountability may be the only way the healthcare system can truly succeed. All stakeholders must be accountable, including suppliers. Hospitals want to know: will suppliers be … Continued
If B2B brands can learn anything from the rancorous 2016 Presidential campaign, it’s this: authenticity reigns – even if politically incorrect. In the late hours of election night, with many states still “too-close-to-call”, American voters were interviewed by broadcast journalists on live TV. An NBC correspondent asked one female Trump supporter why she voted for … Continued
Most healthcare and manufacturing companies believe they know their customers pretty well, so they don’t often reach out directly to them and ask about their expectations, preferences and aversions. That’s a mistake. B2B brands who fail to use voice of customer (VOC) research and insights to guide marketing strategy, spend priorities, and message/content strategy are … Continued