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A Sales Acceleration & Digital Marketing Blog


3 Tips for Hospitals To Fuel Content Marketing with SEM Data

By | June 23, 2014

As many of us know, SEM/PPC is an established source of patient acquisition for health systems and hospitals. Fathom has certainly seen great results with structured campaigns promoting specific service lines that send users to relevant landing pages with prominent calls-to-action.

For this specific post, however, I want to focus on how paid search can help address common online challenges health systems face:

  • SEO keyword strategy without access to organic keyword data
  • Writing engaging and compelling content that your audience wants (AKA, content marketing)
  • Dealing with negative PR (AKA, reputation management)

Specifically, I want to discuss 3 ways to use PPC search queries to help support these common marketing challenges.… Read the rest


Giving on the Green: A Charity Golf Outing for Education

By | June 19, 2014

At Fathom Education, we’re hosting our first Giving on the Green charity golf outing, to be held on Friday, August 22nd, 2014 at Mallard Creek Golf Club in Columbia Station, Ohio.

We’ve chosen Open Doors Academy and Mary’s Meals as this year’s golf outing beneficiaries. Open Doors Academy is located in Cleveland, Ohio and was started in 2002. It focuses on providing best-in-class out-of-school enrichment and leadership training for adolescents. Mary’s Meals, also founded in 2002, is an international meal program.… Read the rest


Know Thy Competitor: Using Adwords Auction Tool to Assess Competition

By | June 18, 2014

It is said,

  • If you know your enemy and know yourself, you will win 100 battles.
  •  If you know yourself and do not know your enemy, you will win one and lose one.
  •   If you do not know your enemy nor yourself, you will be imperiled in every single battle.

            -Sun Tzu

While Sun Tzu applied this wisdom on the battlefield to win wars and conquer enemies, these lessons can be and have been used in industrial marketing to increase qualified leads.… Read the rest


The Case for Higher-Ed Non-Branded Site Optimization

By | June 17, 2014

On more than one occasion, I’ve been asked the value of optimizing a university’s site for non-branded search terms.  This area of concern is often accompanied by the argument, “Students have a short list of universities that they’re selecting from. If my university is one of them, they’ll search for a branded term to find me.”

While that may have been the case in past years, and even sometimes today, there is undeniably a larger pool of students taking advantage of the information available to them as search engines – and the results they return – evolve.… Read the rest


Managing Readmissions: The Key to Impacting Your Bottom Line [Free Webinar]

By | June 16, 2014

Every hospital and health care system is significantly impacted by readmission policies mandated by new regulations.

And every facility must implement strategies to reduce the number of costly and unnecessary readmissions.

Join Health Care DataWorks’ Chief Scientist, Dr. Jyoti Kamal, on June 18th at 2:00 pm EST and learn how to better understand planned and unplanned readmissions, and identify patients at risk for readmission.

During this webinar you will discover how to decrease your readmission rates and take advantage of incentives, rather than suffer penalties that can significantly impact your bottom line.… Read the rest

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