The eyes and ears of health professionals nationwide are focused on Cleveland over the next 3 days, as Cleveland Clinic—one of the nation’s top hospitals—brings together doctors, entrepreneurs, innovators, and scientists to discuss recent medical innovations. Why is a digital healthcare marketer like myself hanging out in a room full of doctors, ACOs, insurance companies and angel funders? Well, as my clients know, I pride myself on constantly staying on top of the future of the healthcare industry—and here it is on display right here in Cleveland.… Read the rest
Last week, Fathom’s Jonathan Pogact presented a session at the Higher Education Web Professionals (HighEdWeb) Association’s annual conference titled “Must-Know Strategies for Protecting Your School’s Reputation Online.” For everyone who couldn’t be there, I’m sharing some of his strategies here.
In higher education, reputation online can impact leads, enrollments, starts, retention and alumni relations. It’s important to take an active role in managing your online reputation by getting in front of any possible information that could impact the perception people have about your brand when they search for you online.… Read the rest
While driving new student enrollment is often the number one goal, it’s important to remember the ones who walked the halls before. After all, alumni are the reason universities continue to thrive.
You might be thinking, why spend all of this time and effort marketing to former students? Is it really worth it? Direct mail and email has been working just fine. Why switch things up?
The fact is that your former students aren’t getting any older.… Read the rest
Every month at company meetings, a handful of Fathomers are recognized in front of the group for extraordinary manifestations of our four core values (“everyone a leader,” “be the consigliere,” “make order from chaos,” “the gun will be there”). This space immortalizes their accomplishments for the world to see. I hereby present the 20th edition of Core Value Stories:
When developing content for colleges and universities, it all comes down to communication. Duh, right? Content is communication. But in higher education, the communication issues get more complicated:
- If your school’s leadership doesn’t understand your content strategy, they don’t let you implement it.
- If your students don’t connect with your content, they don’t engage.
- And if potential students can’t find your content, they don’t apply.
If you’re in the higher education marketing business, you know what I’m talking about.… Read the rest