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A Sales Acceleration & Digital Marketing Blog


Walking on Coals? Thoughts Before an Appreciative Inquiry Summit

By | April 17, 2015

Before I say anything about appreciative inquiry summits, Case Western Reserve professor of entrepreneurship David Cooperrider’s concept of bringing an entire organization together to focus on preserving its strengths in a collective vision of the future, I’m first going to quote renowned management consultant Peter Drucker:

“The task of great leadership is to create an alignment of strengths in ways that make a system’s weaknesses irrelevant.”

Think about that: Make weaknesses irrelevant. Makes sense and sounds powerful, doesn’t it?… Read the rest


Are You Advertising Your Urgent Care Clinics Online?

By | April 17, 2015

One of the newest paid advertising trends Fathom Healthcare has noticed is the investment in advertising of urgent care centers online using pay-per-click (PPC) advertising.

Why Urgent Care Centers

Promoting urgent care centers has become a priority for health systems recently. But why? From a macro perspective, there’s been significant growth in urgent care centers in the past 3 to 5 years. According to a Forbes article titled “A Boom In Urgent Care Centers As Entitlement Cuts Loom”, more than 8,000 urgent and immediate care centers were open in 2013 in the U.S., and most of these are run by nonprofit health systems.… Read the rest


Consumer Brand SEO Pulse: 4.16.15

By | April 16, 2015

Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. Whether we’re giving you information on Google updates, design changes or cool new tools, we’ve got you covered. Here are our top picks of what you need to know this week:

“Google Says The Penguin & Panda Algorithms Still Require Manual Data Pushes?”

It’s been four months since the last Panda or Penguin updates, which has led many to assume they are automatically updating.… Read the rest


VIPPS Certification and Paid Search for Health Systems and Hospitals

By | April 16, 2015

Healthcare marketers and advertisers, I feel your pain; you have to deal with so many obstacles, especially when it comes to online advertising. Previously, I had written about two specific challenges that healthcare advertisers deal with on a regular basis: Advertising on health-related content & using site remarketing.

Today, I am writing about another challenge that you may have faced or could be facing in the near future. Google AdWords has recently disapproved some of our health systems’ ads on the grounds of not having a VIPPS Certification and a link in the footer of their website to their pharmacy page.… Read the rest


The College Research Timeline and Paid Search

By | April 14, 2015

For a high school student, choosing where they want to attend college is likely the most difficult and important decision of their lives to date. Between location, size, cost, available aid, and programs offered, there are many factors that need to be considered before a decision is made. For many, this process begins years before the student steps foot on campus on move-in day. Therefore, marketers for undergraduate colleges and universities need to be cognizant of this fact and be able to tailor their paid search efforts based on the time of year.… Read the rest

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