This summer, we’re hosting Healthcare Marketing Pulse, a five-part series of webinars to explore the most important topics impacting healthcare marketing performance: trends and insights shaping strategies; targeting, tracking, and personalization best practices; maximizing performance amid budget constraints; and understanding and applying marketing AI. We aim to help healthcare marketers gain and maintain a competitive advantage by sharing actionable insights, …
what to expect at Forrester’s b2b summit
what is Forrester’s B2B Summit North America? This is our third consecutive year sponsoring Forrester’s B2B Summit North America, an event for B2B marketing, sales, and product leaders hosted in Austin, Texas. According to organizers, this year’s summit will focus on navigating economic uncertainty and the transformative impact of generative AI on business strategies. And like in years past, attendees …
preparing for a cookieless future with contextual targeting
challenge Privacy concerns and regulations are leading to the phasing out of traditional cookie-based tracking. As we move toward a cookieless future, advertisers will have limited access to data collected by third-party cookies, affecting their ability to track and target users based on browsing history and behavior across the web. A leading healthcare system wanted to rethink how it reaches …
pivoting paid search strategy in the wake of the OCR Bulletin
challenge A leading healthcare system needed to change its paid search strategy after losing conversion tracking following the OCR bulletin. The bulletin highlights and clarifies the obligations of healthcare organizations to avoid impermissible disclosures of protected health information (PHI) when using online tracking technologies. The healthcare system’s measurement methodologies had to pivot to ensure compliance and mitigate any setbacks to …
personalization + connection: insights from Adobe Summit 2024
The Adobe Summit is the premier annual event for marketing software innovation, focusing on digital marketing strategies, customer experience management, and the latest digital trends. The event gathers industry leaders, marketing professionals, and Adobe experts to share insights, best practices, and the newest innovations in the field. Ryan Mansfield, Fathom’s Manager of Marketing Automation and leader of the Cleveland Marketo …
Google SGE: deep dive into search generative experience
Discover key insights, strategies, and opportunities on how healthcare leaders can elevate their marketing strategies with audio and podcast advertising. The conversation was facilitated by healthcare experts, Jeremy Mathis, Account Partner at Fathom, and Anna Clement, Director, Healthcare Vertical at SXM Media.
[analysis] the marketer’s mindset 2023
The economic market, consumer expectations, technological advancements, and modern marketing practices are ever-evolving—and with these changes, the marketer’s role and responsibilities are shifting, too. Fathom conducted a modest research effort to gather and share the perspective of marketing leaders and managers in our corner of the world. This is just one facet of the state of the marketing leader’s world …
navigating the evolution of healthcare marketing: insights from industry leaders
Technology will heavily influence the future of healthcare in ways we can’t yet imagine. So how do you balance solving for today’s needs with the innovative thinking required to anticipate tomorrow’s challenges? Jeremy Mathis, an Account Partner on our team, and a panel of our clients explored that question and more at this year’s Healthcare Internet Conference (HCIC) in Los …