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The Right Way To Spend Millions on Senior-Living Advertising

By | January 16, 2015

The Fathom Healthcare team has had the privilege of running paid advertising for several different major senior-living and assisted-living community organizations. I know what you’re thinking: Why would anyone be excited to target senior citizens in need of long-term care? Well, this is actually a very fast-growing industry. According to Google, the senior population (of 65+) will grow nearly 100% from 46.2 million in 2013 to 92 million in 2060. This population explosion means more and more seniors will need care, especially as advances in medical technology and lifestyle changes allow them to live longer.… Read the rest

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Fathom Education Awards $4,000 Scholarship to KSU Nursing Student Emma Hill

By | January 16, 2015

Emma Hill, a nursing student at Kent State University, was recently awarded the first Fathom Fund Scholarship for Purpose-Driven Students. Launched by Fathom Education in 2014, the $4,000 scholarship is awarded to one undergraduate student who impacts his or her community and has goals to make a difference.

Although our Scholarship Committee received 50 applications, Emma stood out among the candidates. While she pursues her nursing degree, Emma also makes time to volunteer and to run her own pet care business.… Read the rest

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Consumer Brand Manufacturing Spotlight: Mobile Christmas Failure

By | January 15, 2015

M-commerce fared poorly on Christmas Day last month, at least according to IBM data. How bad? E-commerce sites had 288% higher conversion rates on desktop than on smartphones. Jakob Nielsen broke down the details and significance, stating:

“This fresh data should serve as a wake-up call for e-commerce sites to get cracking on mobile usability, because many customers obviously want to shop on mobile devices.”

And don’t look the other way if you’re not in the e-commerce game; you likely have the same problems Nielsen stated:

  • No separate mobile design
  • Bad general usability
  • Non-compliance with mobile usability guidelines

More numbers that will make e-commerce marketing managers shudder: Average sales to desktop users were $107.72 while mobile users lagged far behind at $88.70.… Read the rest

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How To Write Better, Part II: Classic Style

By | January 13, 2015

Steven Pinker says writers shouldn’t make this book their Bible.

Last week, I wrote about some ways to improve your writing, including a final note to “serve the reader’s purpose clearly and concisely.” This week, after reading a bit about linguist Steven Pinker and his new book, The Sense of Style, I realized this notion can be expanded … and it will change the way you write (or at least enhance what you’re already doing).… Read the rest

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Consumer Brand Manufacturing Spotlight: The Left-Handed Effect

By | January 9, 2015

Yes, that’s me in all my left-handed glory.

As part of the tribe of sinister that makes up 9% of the U.S. population (left-handers), I read Content Square’s new infographic on e-commerce user behavior (PDF) with great curiosity. Oh, sure, the study also looked at how women differed from men and young people from old, but as someone who once had a Franciscan nun put a red rubber corrective sleeve over the base of his pencil at age 9, I found the data on left-handed people most interesting.… Read the rest

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