How do we know whether or not a new technology will actually improve our healthcare experience?

May 22, 2017

Change Leadership, Customer service, Health, Technology

The Healthcare Leadership Chat on Tuesdays on Twitter is one of my favorite Twitter chats. On May 23, 2017, the topic covers technology in healthcare. That’s like three important and favorite topics of mine in one: Twitter (social media), technology and also customer/patient experience. I’ll try to participate live – as always – but also wanted […]

Why star reviews are less useful than they could be ⭐️⭐️⭐️⭐️⭐️

Christoph Trappe

January 31, 2017

Health, Product reviews, Technology

On average, my Uber drivers have rated me 4.7 stars out of 5. I wonder why I wasn’t the perfect passenger! LOL. What are the requirements so I can work on getting that up? 😂🤔😱 (I love Uber and this is just an example, friends!) And then the other day I went to a three-star […]

Why not to worry about the “industry standard!”

Christoph Trappe

January 30, 2017

Change Leadership, Email, Health

The so called “industry standard” is something many marketers talk and care about. What’s the industry average, and are we a bit better? Let me rephrase that: Are we slightly above industry average? Who wants to be average? I don’t. I’m trying to be the best version of myself and in my field – however […]

Is authentic storytelling content marketing still a differentiator when everyone does it?

Christoph Trappe

January 14, 2017

Change Leadership, Health, Journalism and Content Marketing, Measuring results

Here’s the scenario: Two competitors both use similar authentic storytelling content marketing techniques. They all read my book, which you can order here.Ha. But seriously, let’s take that scenario. Is this technique still usable when everyone – including our competitors – use it? Totally! Yes. Yes. You own your stories and others own theirs. Many […]

VIDEO: How helpful marketing teams can find ways to publish stakeholder content

Christoph Trappe

November 14, 2016

Change Leadership, Health, Journalism and Content Marketing, Strategies

Helpful storytellers often find ways to find a story for just about any topic. Look a little deeper to help people share their stories. Here's how.

ZDoggMD: How humor, uniqueness and fun can tell educational stories for millions

Christoph Trappe

November 9, 2016

Health, Stories, Technology, Training

Zubin Damania, MD, was a Stanford physician who was following in his dad’s footsteps: Being a doctor in the typical healthcare system. But that wasn’t enough he told the audience at the Healthcare Internet Conference in Las Vegas in 2016. “I was living somebody else’s story.” So he made changes. Huge ones. For him and […]

Healthcare ads: Should we use actual patients?

Christoph Trappe

November 7, 2016

Advertising, Health

Colin Hung wrote a great post over on the Healthcare Leadership blog and shares a video, used as a TV commercial, that includes actual patients, according to Colin’s blog post. Colin asks “How do you feel about using actual patients, families and doctors in healthcare advertising?” I have an opinion on that…

What industries can benefit from content marketing or authentic storytelling?

Christoph Trappe

October 11, 2016

Change Leadership, Customer service, Health, Strategies

It’s always dangerous to throw round absolutes, but I have yet to come up with an industry where content marketing is absolutely not possible or zero percent helpful. Basically authentic storytelling content marketing comes down to these pillars:

Breast Cancer Awareness Month: Hit me with a good story after I almost donated

Christoph Trappe

October 9, 2016

Advertising, Content distribution, Health

October is Breast Cancer Awareness Month and it seems everyone is running their own fundraising campaigns. I got one email from an airline that said I could earn miles if I would donate to help fund breast cancer research. I even clicked over and picked a dollar amount for my donation and checked how many […]

Hope might not be a strategy, but stories that instill hope are motivators

Christoph Trappe

October 5, 2016

Change Leadership, Health, Stories

You’ve probably heard some of those digital marketing/content marketing/general strategy experts out there who blurt out: “Hope is not a strategy.” Usually, they say (and I’ve said it before) that when somebody says: “I hope this will happen when I do [insert current strategy].” And they are correct to a degree. Hope is not a […]

[MARKETING] Why we shouldn’t make up quotes for people in our marketing stories

Christoph Trappe

October 4, 2016

Change Leadership, Content distribution, Content gathering, Creativity, Health, Training

It can seem easier for writers and content creators to write the quotes from “actual people” marketing materials. It’s one way to make sure they stay on message, I suppose. Marketing materials, of course, can include printed pieces, other offline items and all kinds of digital components, including ads, blogs and eNewsletters. And many marketers […]

A guy’s perspective: Do women really make most healthcare decisions?

Christoph Trappe

September 27, 2016

Health, Stories

I hear those studies often: “Since women make most healthcare decisions, marketers need to …” When I hear the studies and statements I sometimes would think: “Oh sure. Maybe. But I can and do make my own decisions.” And that’s true, but then I look at what actually causes me to go see a doctor! […]