Recently, we shared Fathom’s framework for how healthcare marketers can explore and adopt AI to advance their organizational and team goals. The main takeaway: start with why; then, you’ll be ready to explore what. As we explore AI’s possibilities with marketers, we’re often asked, “Where do I start?” That question is a bit of a trap; there are many potential …
AI Empowered: exploring artificial intelligence in healthcare marketing
Artificial intelligence (AI) gives healthcare marketers the power to enhance patient engagement, optimize journeys, and unveil deep insights. This era of digital innovation represents a unique opportunity to elevate care standards and operational efficiency to achieve superior patient outcomes and organizational excellence. Yet, just as with any emerging trend, separating the AI hype from reality can be difficult. That’s why …
lead change + build a marketing powerhouse
Marketing leaders are being asked to do more with less. But smaller budgets don’t have to mean less business impact. You can continue to do more sophisticated marketing despite resource constraints if you have an intentional plan informed by your organization’s unique circumstances and learnings from market leaders. This is the perspective Barbara Moreno, VP of Marketing at Allied Universal®, …
what you can do to get ahead of the higher ed crisis
The Crash. The Cliff. The Crisis in Higher Ed. If you follow current events and forecasts in the higher ed space, you’ve likely heard one, if not all, of these phrases recently and often. At least, that was my experience at the 2019 American Marketing Association Symposium for the Marketing of Higher Ed.
the generation fallacy in higher education marketing
You’re too focused on the generation of your audience. Everyone in higher ed marketing and admissions is too focused on generation.
I understand why. It’s near impossible to avoid the headlines, case studies, and webinars explaining how prospective student expectations have evolved as Millennials pass the torch to Gen Z. “But what does that mean for you?” the experts ask, implying a promise to answer.
I’m here to tell you it’s all clickbait. Generational shifts aren’t driving the evolution of student expectations, just as generational shifts aren’t driving consumers to choose Amazon over big box stores.
increasing yield rates at Indiana State University
Indiana State University and Fathom discussed how to navigate the evolving relationship between admissions and marketing departments in the webinar ‘Yield: Modern Solutions to the Age-Old Metric. This is a summary of the presented case study.