Content & Copy
TELL YOUR UNIQUE STORY
EMBED LASTING VALUE
Content pulls. Exclusive content in SEO style is a durable way to establish brand, reinforce authority and draw customers to your unique value proposition. Content Marketing should be at the core of today's online marketing efforts. Informative, thought-leading content in the form of articles, white papers, case studies, collateral, videos and blog posts creates a virtuous circle that introduces you to customers who are actively searching for your goods or services. Great content is the most likely way to command the attention of those who influence markets, link to your site and push you higher in search rank. I amplify success with Social to fan your flame. My industry knowledge base and skills tool belt are here.
WHAT IS CONTENT MARKETING?
Facts Tell – Stories Sell. Stories create memorability, (which is key to great marketing), way beyond other types of communications. Anything that gets attention, informs or entertains while wrapped in story = good content marketing. Do some of your products and services need detailed explanations? Can you convey this information in ways that elicit nodding agreement? Can you make a reader’s comprehension simpler, more concrete, more credible, more unexpected or more emotional? I’m doing it right now. That’s content marketing and it cuts through online clutter.
Humans are hard-wired to consume interesting content that answers a question or solves a problem. I welcome collaboration or can work without supervision. You’re in this for the long game, so it is helpful to think of content as a practice more than a developed skill, (though it is that too). If you're doing it well, content pulls earned media and permission marketing to your business, which powers other marketing channels to succeed.
CREATE. SHARE. REPEAT.
Content Marketing is generous. The goal is to create content packed with so much relevance and helpfulness that it becomes the standard reference in your industry. I create epic infographics, blog posts, case studies, ebooks, white papers and video scripts. Even if every piece of content cannot be the first search result great content generates conversation, traffic, organically sharable attention, inbound links, brand awareness and customer conversion. Forever. Evergreen. Enduringly. Durably. In perpetuity.
- Strategy – Comprehensive strategies for blogs, social media and thought leadership materials.
- Copywriting – Blog posts, articles, brochures, white papers, case studies, web pages, email blasts and more. If you can think of it, I have probably done it before.
- Engagement, Amplification and Conversion – Capturing leads for market segmentation, outbound email marketing, Social media management, stakeholder engagement and marketing channel growth.
CONTENT MARKETING SERVICES
Make the Business Case
Power-Up Patients, People and Profits
“As more people obtain access to better and cheaper digital technology, an inflection point is eventually reached, at which the benefits of providing digital services like banking and health care clearly outweigh the costs. Companies are then willing to make the investments required to build new systems, and customers are able to accept the transition costs of adopting new behaviors.”
-Bill Gates, The Optimist’s Timeline
We’re at Inflection When Robust, End-to-End Solutions are Available. The Inflection is Happening Now.
Technology has always been a great way to drive health, quality, productivity, coordination and revenue up while pushing costs down and waste out. Total solutions that coordinate care and help patients partner in their own wellness offer the greatest gains.
Clinical practices face new challenges in addition to normal pressures on costs, reimbursements, HR and profitability. Patient care is a big, fragmented family which has low concentration but very high rivalry. It is also an industry amidst huge changes. Now, everything needs to deliver value, help compete for patients and address consumer changes which seek a dimension of experience in every aspect of consumption.
Digital transformation is the best way to meet these challenges and offer new services that raise switching costs (attract new customers and make existing patients stick around). It is also the best way to drive up the value of what you deliver.
Konnect Patient's distance medicine technologies deliver convenient and robust patient monitoring tools, together with unique features that advantage your suite of care efforts. Our technology and tools are field tested, value-priced and ready for broad commercialization.
The Search for Value
Patients have changed. We’re all on a search for value, but we’re still willing to pay a little more for things we believe in. The old way of segmenting based purely on demographics doesn’t work anymore because Baby Boomers believe that old age begins around 80. You still have to deliver great, high value care. But, if age is a state of mind, providers will need to find more ways to identify, communicate and connect with patients other than on chronic or age-related illness.
Euromonitor says digital technology blurs age boundaries so that “consumer demand is less age specific than ever". In this environment, the best way to create differentiation from your direct competitors is making lifestyle appeals that engage the patient’s family and new patient-centered services. Wanda, CareSpan and Wanda + CareSpan let you make appeals based on attitudes, values and life stage in a robust, seamless way. Konnect Patient’s technologies can help any size clinic or practice.
Patients want clarity, transparency, accountability, simplicity, authenticity, durability, comfort, enrichment, familiarity, value and a dimension of experience. Of these, simplicity, transparency and experience-based services appear to be the most achievable. Patients and their families want reasonable, but not exhaustive engagement, presented with a little bit of lifestyle marketing sparkle. Konnect Patient’s technologies let your practice do these things.
Patients also search on social-impact dimensions and perceive high usage of technology by a company as eco-friendly. Wanda, CareSpan or Wanda + CareSpan could give your practice an edge, especially with younger families.
Hospitals are concentrated in about 5,000 facilities, but non-hospital caregivers are highly fragmented in over 500,000 facilities. Many of these are individual operators. Technology enables lower-cost growth and also facilitates industry consolidation. One of the traditional success factors for non-hospital providers is the ability to quickly adopt new technology.
Providers need to raise customer switching costs, which are driven by selection, convenience, familiarity, habit, sector trust, price and overall value. Indicators suggest providers that don’t begin digital transformation may be in trouble soon on dimensions of revenue, expense, brand, operations, value and patient flows.
The Push for Change
Procedures and diagnostic testing have shifted from acute-care hospital settings to alternate care sites. Regulatory, technological, out-of-hospital cultural changes reinforced by pressure from Medicare, Medicaid and managed care companies aim to push care toward lower cost environments. The other change, of course, is the Affordable Care Act that punishes or rewards quality initiatives (examples: hospital readmission rates, medical homes, ACOs, payment models and hospital acquired infections) via Medicare reimbursements.
Clinical studies show that continuously monitoring chronic patients can help better manage their chronic conditions, improve quality of care and patient’s overall health thus reducing costs and hospitals re-admission penalties. The question for providers is changing from, “Why would I use technology?”, to “Why wouldn’t I use technology?”.
The biggest opportunities lie in serving Medicare and Medicaid patients (61%) even more so than privately insured patients (30%) or cash patients (3%). By 2024, tax-funded expenditures are expected to grow to 67.3 percent of the whole US healthcare spend.
Older, poorer, sicker patients need and use more health care services. The largest patient segment is likely to be female. She appreciates care that adapts to her and is likely to prefer non-English-language communications. Konnect Patient’s technologies help your practice meet her wherever she is.
Previously, digital health solutions were “walled gardens” that did not pass information vertically or horizontally. In other words, these solutions could not be integrated with other data inputs or outputs into EHRs. The current state of technology moves data from highly fragmented to highly integrated. Data transfer, integration and seamlessness are vital to long-term success. Wanda, CareSpan or Wanda + CareSpan are built for the digital health future.
Bill Gates continues, “In the long run, the results will be just as transformative as we hoped, if not more so.”
Pew research says that recent illness is a huge driver of treatment compliance and information seeking. Researching doctors or other health professionals is one of the most common health searches. And, over half of all health information searches are on behalf of someone else. More, most services now come with market expectations about social share-ability.
- 39% of U.S. adults provided care for a loved one in the past 12 months, which could include helping with personal needs, household chores, finances, or simply visiting to check-in.
- 36% of U.S. adults care for another adult or multiple adults.
- 8% of U.S. adults care for a child with a medical, behavioral, or other condition or disability.
- Caregivers are significantly more likely than other Internet users to say that their last search for health information was on behalf of someone else: 67% vs. 54%. Just 29% of online caregivers say their last search was solely focused on their own health or medical situation, compared with 40% of non-caregivers who go online for health information.
- Caregivers are more likely than other Internet users to read online reviews of drugs, clinicians, and medical facilities.
- 21% of online caregivers have consulted online rankings or reviews of doctors or other providers, compared with 13% of non-caregivers.
- 20% of online caregivers have consulted online rankings or reviews of hospitals or other medical facilities, compared with 12% of non-caregivers.
- 64% of caregivers track their own weight, diet, or exercise routine and 39% track their own health indicators or symptoms, like blood pressure, blood sugar, headaches, or sleep patterns. 31% of caregivers keep track of health indicators or symptoms for any of the people they care for (which represents 12% of U.S. adults).
These factors make families the new gatekeepers. To attract and retain patients, you have to engage the whole care team, including families. We help you do that.
CareSpan: How It Works
CareSpan® is a cloud-based clinic platform that works anywhere there is an Internet connection and a presenting clinician. The service comes with or without a complete complement of diagnostic Bluetooth bio-sensors that auto-upload exam data in real-time for distance diagnosis, primary care, specialty care and frictionless second opinions.
Time, distance and high-cost environments cease to drive the essentials of medicine. Now, providers can serve the underserved, the home-bound, scale a practice or simply drive practice value. Diagnostics include high-resolution video communications with digital patient data such as vital signs, images, biosensor diagnostics and electronic health records to the standards of an in-person exam.
US healthcare has a shortage of primary care physicians while the ACA added 32 million new patients. And, the number of office visits are increasing by 2% CAGR per year. We have an aging population with one or more chronic health conditions and many rural hospital closures. CareSpan helps. It is a platform to deliver basic and continuity of medical care to patients regardless of their physical location or time zone.
CareSpan meets Federation of State Medical Board guidelines and standards for care delivery. This means the CareSpan service is eligible for reimbursement by Medicare/Medicaid, private health insurance, and self-insured employer health plans.
Clinical and service practices with patients who need post-op monitoring, have chronic conditions (and especially elderly patients with more than one chronic condition) will see the most gains.
In the US chronic disease costs $1.4 trillion yearly. We spend 80% of this total on chronic patients. Better process management, more automation and appropriate clinical interventions could save billions. CareSpan lowers overall costs, which creates access to and continuity of care at scale.
GRIDS, GEOMETRIES AND COLOR
The Leger mirror draws from artist Piet Mondrian's De Stijl abstractions that reduced the figurative world to grids, geometries and color. Mondrian believed he was creating a visual language that was modern, universal and spiritual for a world recovering from war. Grids became a foundational principle for every type of modern design.
MODERN. UNIVERSAL. SPIRITUAL.
The mirror's gauzy antiquing and softly graphic lines form a friendly, all-over geometric pattern. The design begins as individually cut and hand beveled glass. Then, each element is mirror silvered and antiqued to mimic the natural aging process of vintage originals.
Each piece is hand set, which creates subtle variations in reflectivity. The smoky, fluid lines are desirably caused by dispersion of the antiquing process. Antiquing is naturally heavier at the edges.
Among the things we love most about these mirrors is the way they look with high modernism (International Style). De Stijl is a direct precursor, if slightly messier inspiration, for the International Style. These mirrors are a warm, gutsy way to take the chill off of too modern rooms. They layer-in beautifully with casual, bohemian mixes and give edge to traditional design.
- Hand-Cut, Hand-Polished
- Individually Treated Antique Mirrored Glass
- Metal Frame
- Pre-Installed Fittings for Vertical and Horizontal Hanging
Healdsburg Guest House
Sandra Jordan is an international tastemaker and the creative force of her eponymously named, to-the-trade textiles company, Sandra Jordan Prima Alpaca. She asked Gary Hutton to convert a barn on her stunning Healdsburg, CA property into a modern, cultured, signature project that gathered her passions in one great room.
The Design Brief
The brief was to make a deeply welcoming space for friends, family, California wine country living, Peruvian culture, international design touchstones, hand craft and a creative business via fabulous Latin colors and the artisan make of her Prima Alpaca textiles.
The Gary Hutton Design team looked at ways to unite this comprehensive design brief with imperatives for gracious living, important collections, family heirlooms, current obsessions and the Client’s unique vision of luxury.
The Client’s life story parallels that of an 18th Century English gentleman: A great education, the Grand Tour, love of country life, political engagement, cultural participation, a notable family and a flourishing creative life. Eccentricity welcome here. The Hutton design team approached this guest house design as a modern, compressed version of that type of collected taste.
The challenge here was incorporating a spectrum of beautiful colors and the Client’s existing furniture into a cohesive whole. Hutton says, “Making the background as neutral as possible was key to this approach. The concrete floors were stained slightly so that they linked visually to the grey stain on the wood walls”.
A neutral, textural carpet underpins three, distinct seating areas. The design team used the Client’s incredible Prima Alpaca colors in a narrative that begins with cool, greyed-out shades in the north. These graduate into hot, saturated, full-on Latin chromatics in the project’s western side.
The Hutton design team added modern things from France, South America and Hutton’s trade furniture collection to the Client’s existing antiques.
Set in the heart of the California wine country, Healdsburg has gone from a sleepy farming town to a chic, wine country destination with 5-star accommodations and top restaurants. Sandra Jordan has made her home there for many years.
About the Client
Sandra Jordan is a Peruvian dynamo who married into the Jordan clan, an august California winemaking family where she was creative director of the family’s label. A few years ago, she returned to her first loves: Peru, alpaca and the creative potential of traditional craft products. She brings an elevated, knowing, playful, personal, global taste to her products.
About Sandra Jordan’s Prima Alpaca
Sandra Jordan’s Prima Alpaca is a range of to-the-trade textiles prized for exquisite drape and supreme softness. The line is the world’s only extensive collection of luxury alpaca textiles for the home. These textiles are known for their spectacular palette, unparalleled sumptuous texture and vast variety of applications from upholstery and throws to curtains and wall coverings.
Since its founding in 2006, Sandra Jordan Prima Alpaca has been devoted to the community of herdsmen and artisans who manufacture its textiles. The company sponsors living wages and continuing trade education. It also sponsors a variety of outreach ranging from working with local organizations such as VIDA (vidausa.org) to provide medical care and education to supporting scientific and genetic research on the fiber itself. Sandra Jordan Prima Alpaca has also pioneered a program, called La Cabaña del Pastor (The Herdsman’s Cottage) with local advocacy groups to build clean, sustainable and culturally appropriate housing for herding families. A percentage of every sale goes to support construction.
These products are without parallel. From its initial offering, Sandra Jordan Prima Alpaca has grown to be represented in leading showrooms around the word in the US, Canada, Mexico, Australia, Russia and Europe.
Gary Hutton Biography
"Gary Hutton is the most famous, un-famous designer in America today. Every editor, writer and good interior designer in our industry knows him and his inspired work.” -Thomas Lavin, Thomas Lavin Showroom, Los Angeles, CA
Gary Hutton is a son of California who is often referred to as the “Dean of West Coast Design”. Formally trained in studio arts and interior design, his small, artful practice creates relevant, trend-setting interiors coveted by tastemakers in many fields and by clients in search of curated living.
Hutton’s talent, engagement with process and 40-year career have always been admired by industry insiders. Recently, broader audiences are celebrating his creativity, innovation, problem solving and resolved interior design work. Client projects vary from small city apartments to multi-year new construction. Hutton’s practice has rare experience in evolving shelter challenges like advanced technology, entertainment and security systems. Concurrently, his studio has high-level expertise in sustainability standards and design for off-the-grid living. Recent achievements include a new book titled Art House.
Hutton says, “I study art and design history and the work of contemporary artists continuously. That knowledge is present in every design and available to every client. I used to feel that I worked out on a limb, but the culture has moved pretty far toward how I have always done things. These days, clients come for a variety of reasons, but usually, they want my unique point-of-view and value the studio’s connoisseurship as it translates into how they live. For these reasons, I’m intimately involved as design lead on everything the studio does. After 40 years, I still really love the profession and interior design work.”
Hutton grew up immersed in the classic California landscape of his grandmother’s 30-acre apple ranch located between the Santa Cruz Mountains and the California coast. As a boy, Hutton had the creative shock that comes from close encounters with the otherness of Hollywood magic. By chance, he saw Kim Novak in a Watsonville department store while she was staying nearby, filming Vertigo for Alfred Hitchcock. The encounter with a larger world of beauty and glamour altered his perspective enduringly. Transformative experiences still drive the quiet luxe of his furniture designs.
In the early 70s, Hutton studied fine arts and studio practice at UC Davis under the tutelage of Wayne Thiebaud, Robert Arneson and Manuel Neri. Their lust for materiality became central to his work, most visibly in his furniture and personal collections. Next, Hutton earned a degree in interior design from California College of the Arts. His first project was a restaurant called Today’s on Union Square in San Francisco. Truly innovative, the restaurant and its design drew San Francisco’s most sophisticated and glittering audiences. The project published in Interior Design Magazine in 1979 and the design world began to take notice.
The Gary Hutton Furniture collection continues to gain attention and regard. Launched in 1986, it pushed boundaries and reinforced Hutton’s design point-of-view. A true trendsetter, his signature Ciao Table has been copied by some of the biggest home retailers in America.
Hutton lectures at museums, showrooms and design venues internationally. He supports arts, design education and other social causes actively. Highlights include co-chairing DIFFA’s 2011 Dining by Design. His office is replete with awards, recognition and applause from the communities he touches with his altruism and talents.
In 2016, Hutton collaborated with Alisa Carroll and Matthew Millman, to publish Art House, (Assouline, New York). The best-selling book chronicles various projects designed for long-time client, friend, and noted Chara Schreyer. Find out more at GaryHutton Design.com.