They Ask, You Answer by Marcus Sheridan

Author:Marcus Sheridan
Language: eng
Format: epub
ISBN: 9781119611028
Publisher: Wiley
Published: 2019-06-18T00:00:00+00:00

But I knew that we had the thought leaders within our company. So we had a meeting and decided that our webinars would have a “content marketing mind-set,” which would be all about educating and teaching. We didn’t want to mention our company name much, if at all, because we try to teach principles and broaden the appeal of what we do.

Health Catalyst’s education-over-promotion approach to webinars has paid off in a remarkable way, with an average sign-up for webinars between 600 and 700 people and as many as 1,200 people attending a single session.

In the third phase, Health Catalyst’s created an industry event. One of the concerns that Horstmeier had about doing events was that, as a vendor and not a third party, hosting an event might come off as too promotional and not enough about educating the marketplace. Horstmeier agreed to host a healthcare analytics summit under one very strict guideline—it must be an educational summit and not a Health Catalyst vendor event.

The only mention during the whole summit of Health Catalyst was a small logo that said “powered by Health Catalyst.” Unless you were really looking, you’d miss it.

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