by Molly Kramer, Founder & Creative Director of Model Content

To nab an Oscar and a Grammy, you need good narrative. And Al Gore got his trophies by way of a brilliant storytelling strategy.

First, he breaks you down with a punishingly long list about the adverse impacts of climate change. Then he builds you back up with a discussion of solutions, before charging you forward with an imperative for action.​ The audience leaves transformed.

So you’re pre-launch — way, way pre-launch. It may be too early for traditional marketing, but the time for content marketing is now.

​Content marketing uses the channels you already own to provide value to the people you want to attract. Those people could be product testers or customer validation interview subjects — ​or even investors.

by Molly Kramer, Founder & Creative Director of Model Content

Some lessons landed cheerfully on my shoulder. Some I swallowed like a bitter pill. From financial statements to mental models, here are the top six new things I know.

You want to jump right in to promoting your clinic, startup or other health organization. We get it. You're ready to go! Unless you're not.

Have you examined your market? Do you know who you're up against, who you want to be, and what they're doing right? One competition analysis, done well, can lay the foundation for years of successful campaigns. Here's what a little research can do for you.

Every provider claims to offer patient-centered care—but without health literacy, it's just a buzzword. The hallmark of patient-centered care is informed decision-making and positive outcomes. And these are realized only through true engagement, something to strive for in every communication medium.

Writing effectively about medicine, however, poses a huge challenge. Health literacy advocates, including Model Content, make much of “plain language.” But truly engaging content does more than filter out the jargon. Here are four tips for driving healthy action by engaging your readers.