Home Archives for Laura Bloom
Updated April 2023 Your customer personas are on point. Your content is search optimized. And your social media accounts trumpet your brand’s key offerings. You’ve got all the trappings of a successful digital marketing strategy. But do you have your finger on the pulse of the latest social media trends? If not, you could miss…
Everyone seems to be on TikTok, whether it’s teens seeking the latest fashions or older adults living their best lives. This social media platform is *the* place to share video content. And with good reason. TikTok is the most frequently downloaded app of the last three years and has 1 billion users worldwide. Can a…
Updated Jan 2024 Thanks to artificial intelligence (AI), we hardly lift a finger to accomplish daily tasks. Facial recognition unlocks our phones. TV streaming services tell us what to watch. Bluetooth-enabled toasters can even make us the perfect piece of toast on demand. Wouldn’t it be great if we could complete work tasks with the…
When consumers need help with health-related concerns, they pick up their phones. But not to call for assistance. Who has time for that? They’re hitting their browsers, hoping to get answers in as few clicks as possible. And savvy healthcare organizations are using chatbots to connect with users and prevent them from bouncing. Healthcare chatbots…
You write in plain language, use video explainers and apply all the web writing best practices. So your content should be clear to just about everyone, right? No. Not even close. Because you need to consider the relatively low health literacy and health numeracy of the average American. Even the plainest of plain language may…
Finally. You can find out the cost of an ultrasound BEFORE getting it, not 3 months later, buried in fine print on a hospital bill. Hospital price transparency helps consumers learn about the cost of elective services before receiving them. This information is supposed to make healthcare more like other industries, where you know exactly…
COVID-19 safety and prevention protocols normalized advances like virtual visits that otherwise would have taken years to gain acceptance. Consumers and healthcare organizations alike benefitted. They’re clamoring for more. Patients are now seeking — no, demanding — more information, choices and value from healthcare organizations. This shift brings implications for marketing. And, we are here…
Consumerism is changing the way people navigate care-seeking decisions. They want choices, convenient access and a good value. Healthcare marketers play a key role in bringing this experience to users. It’s up to them to create a digital presence that shows people, “We’re all about your needs.” Marketing your consumer-centric offerings requires a slightly different…
This article is the second in our 3-part series on tips for interviewing healthcare stakeholders and using the information to create engaging, robust content. Read part 1: 3 Steps to Prep for Interviewing a Healthcare Stakeholder. It’s exciting to have the opportunity to interview a stakeholder who has the information you need to pull together…
This article is the first in our 3-part series on tips for interviewing stakeholders and using the information you get to create engaging and empathetic content. When I first started out as a health writer, the notion of interviewing a stakeholder was terrifying. Like many of my fellow writers, my gift is the written word,…
