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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


Rebranding the Company Name? Tips for the Digital Side

By | February 27, 2015

Companies change their names and website domains for a number of reasons, including right after a merger, completing an acquisition or just to re-launch their brand and identity. What is oftentimes overlooked, though, is how do you let the digital world know you changed your name?

Changing your legal name is usually a one-step process, albeit maybe a painful one, involving a day at your local Social Security office. But, it is the aftermath—new driver’s licenses, updated credit cards, changing bank accounts, cell phone and health insurance billing, even your email and social profiles—that causes the most chaos.… Read the rest


Health Systems’ 5 Most Common Digital Advertising Mistakes

By | February 24, 2015

In the course of doing digital marketing consulting and management for several different health systems nationwide, Fathom has found their digital advertising accounts typically have several common problems. (We’ve even graded the paid search performance of the Truven 15 Top Health Systems.) Hospitals can make better use of advertising dollars and increase return on paid search by avoiding the following pitfalls.

1. Geo-targeting too large of an area.

Geo-targeting is such an important aspect of driving new patients and service line growth for a health system.… Read the rest


Is Your Content Strategy Unhealthy? Use This Symptom Checker

By | February 23, 2015

As a healthcare marketer, you know the importance of reliable, factual medical content. You know that 86 percent of patients conduct a health-related search before seeing a doctor. [Click to Tweet] Many of these people are looking online for a diagnosis before they seek an official one.

But what about you? Have you taken a proactive approach to your healthcare content strategy? If you were to give it a diagnosis based on your own research, would it make you turn to a content professional for help?… Read the rest


9 Signs It’s Time for a New Manufacturing Website

By | February 20, 2015

ALERT, ALERT! Is your website up to par?

Statistically, you have about 7seconds to capture your visitor’s interest on your manufacturing website. Yep, that’s it—7 seconds. In some cases, even less. If your site looks outdated or doesn’t function correctly, chances are you will lose that visitor. And most likely, you will have lost them forever. If you don’t want that to happen, read these 9 signs to find out if your site needs a refresh.… Read the rest


Entrepreneurial Marketing Secrets: Recognizing Opportunities

By | February 17, 2015

Amy Wilkinson, author of The Creator’s Code, recently wrote on LinkedIn about the ability to recognize competitive imperfection in a marketplace as a major element of entrepreneurial success. Marketers can learn much from her analysis of what separates the most successful entrepreneurs (like Jack Ma and Elon Musk) from the also-ran’s.

Extraordinary results come from what she calls entrepreneurial alertness, a kind of hyper-awareness of opportunities that results from atypical business thinking. And by atypical, she means something beyond logical analysis and strategic planning (which are great for peak corporate performance, of course).… Read the rest

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