Are you marketing to Yanny or Laurel?

No matter if your hear "Yanny" or "Laurel", one thing we all can learn from this week's social debate is that the human brain has a magical way of constructing what we hear, see, and even feel. And this has huge implications for marketing.

READ MORE  

3 trends upending healthcare: a report from HLTH 2018

Last week, Las Vegas hosted the inaugural HLTH Conference. According to organizers, it was "a much needed dialogue focused on disruptive innovation." Here's our take on a few noteworthy topics from the event.

READ MORE  

Experiencing is believing: how to create habit-forming B2B product demos

I hear it often in B2B, “we have the hardest time explaining what we do, but as soon as our prospects SEE it, they’re blown away.” The immediate instinct is to push prospects straight to a demo or an in-person meeting. But when 73% of B2B leads are not sales-ready, that’s like going “all-in” before the flop in Texas Hold’em. Your prospects will fold immediately.

READ MORE  

Moving beyond a one-size-fits-all social strategy.

By nature, social media sites are, well…social. That means that people use them for very personal and emotional reasons. Likewise, brands should have very different strategies for each channel. Especially at a time when Facebook is emphasizing more meaningful interactions, you should pause before posting the same exact content across all social channels. 

READ MORE  

Making sense of GDPR: 4 things every marketer should know

While the the General Data Protection Regulation (GDPR) is a new law coming out of the European Union (EU), it will impact marketers worldwide. Starting May 25, 2018, if you send an email to a person residing in the EU without their consent, there is serious money on the line. To the tune of €20 million or 4% of your company’s total global annual turnover (whichever is higher).

READ MORE  

The Amazon effect on healthcare marketing

First it was books and toys, then they bought Whole Foods now Amazon might be making its move into the healthcare space. But what does this mean for healthcare, and specifically hospital marketers?

READ MORE  

Digital engagement trends driving hospital marketing in 2018

After helping judge the “Best Mobile Communications” category for the 2017 eHealthcare Leadership awards, White Rhino’s chief digital strategist Shawn Gross shared with me, “The industry is definitely on a curve of innovation.” But he was quick to follow that up, “there’s also a wide divide between what I would call true digital engagement and traditional marketing efforts.”

READ MORE  

Hospital marketing 2.0: coloring outside the lines with a digital-first approach

I recently sat down with Patrick Bender for the Hospital Marketing National podcast series to discuss how healthcare marketing is changing in response to a more digitally-savvy consumer. You can listen to the full conversation here (click on Episode 5) but below are some highlights from our conversation.

READ MORE