Content strategy

2019-2020 Hospital Digital Index wins four industry awards

May 31st 2019

Tonight the New England Society for Healthcare Communicators (Neshco) awarded the HDX-15 report their coveted gold Lamplighter Award. This recognition by leaders in healthcare marketing and public relations means so much to everone on Connective DX’s healthcare team, who have taken up this reasearch as a way to enrich the communities of experts we learn […]

‘Content’, the clinical term for someone else’s art

February 15th 2019

Content is a clinical term, used as surgeons use the word “tissue” for describing someone else’s skin. Its a necessary abstraction, and as such, as rather the opposite of a compliment. No one ever says, “nice tissue, dude.”

Connective DX’s HDX-15 Report wins healthcare marketing Gold Award

October 25th 2017

Congratulations to my colleagues and everyone who helped create the Hospital Digital Experience (HDX-15) report, which has won recognition from the eHealthcare Leadership Awards as a best annual or special report. Its rare when an industry gives an award to an agency for marketing within it, but that’s what Useful Arts is about – the challenge for brands to stand for something more.

Who Is In Charge of Doctor’s Contact Data? Big Lists Become Big Liabilities When They’re Wrong

May 23rd 2016

Content isn’t king, its not even scarce. And when it comes to keeping thousands of doctors practice details correct, it now becomes an expensive liability when listings turn out to be dated and wrong.

Hitch Your Wagon Elsewhere: Donald Trump Simply Isn’t the Epitome of Content Marketing

March 12th 2016

Hey Marketing pundits. Don’t take the easy bait and claim that Donald Trump is a content marketing genius. There’s little evidence of this. The things that have driven his GOP rise are more structural than marketing tactics.Claims that his rise is a master work in your discipline, is as opportunistic and vapid as The Donald himself.

eZ Systems: Brooklyn soundtrack and innovative fun

November 2nd 2015

I’m thrilled to be back in Brooklyn with my friends at eZ Systems to lead a half day innovation workshop. To get fired up, I’ve mixed a playlist and shared some photos I took in the industrial zone around out very cool conference neighborhood. Take a look.

Global forces drive digital business and Amazon readies to join the travel biz

November 23rd 2014

Google reconsiders doing business in Chiga, and the EU wonders aloud about breaking Google up. Amazon readies to enter the travel biz, US TV focuses on shows that translate globally, and Netflix pursues the “old people” demographic.

Amazing times for Amazon, Alibaba, Hasbro — plus robot legs as a growth industry

November 15th 2014

It was an unexpectedly sweet week for ecommerce, thanks to an unexpected gift from House Republicans and single people in China. We also saw a bold content play with Hasbro courting DreamWorks, and an even bolder move of an auto parts manufacturer re-inventing its self as an innovative maker of robotic legs.

Free Webinar: Digital Personalization – Tues. June 10 w/ ISITE Design

June 8th 2014

One key benefit of digital data is that it can be put to work to personalize digital visitor experiences. Three members of ISITE Design will share their insights on planning personalized digital experiences on a free webinar this Tuesday, June 10. (I work for ISITE — and am proud to share the work of my awesome colleagues.)

Zeno’s Marketing Paradox: Native Advertising as a Ramp To Customer Experience

February 5th 2014

From Dell to EdX, Columbia Sportswear to Red Bull — advertising is increasingly less about claiming value, and more about delivering it through memorable experiences. That’s the secret behind Zeno’s Paradox of Marketing.