In an era of tightening budgets and escalating pressures, healthcare marketers are increasingly tasked with achieving more results despite fewer resources. How can you, as a marketer in this environment, navigate the shifting landscape, evolve your strategies, and drive impactful marketing results? We delved into this question at the recent Healthcare Marketing & Physician Strategies Summit (HMPS24), as our CEO, …
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 …
maintaining visibility + traffic during a website migration using the SEO Quadrant™
challenge Since 2020, we have supported UCLA Health with strategy and execution across various channels, including digital advertising, SEO, and marketing automation. In 2021, the UCLA Health team was preparing to launch a new website to deliver an exceptional user experience and convert visitors to patients. Without a strong SEO foundation, a migration like this can easily trigger a decline …
increasing share of voice in a highly competitive market with foundational SEO
challenge The YMCA of Greater Cleveland wanted to increase online membership registrations through their website using SEO. Knowing how competitive the space is, it was unlikely they’d attract the CrossFit or bodybuilding crowds, so their target audiences were busy parents (whose children need somewhere to go during summer or work hours) and active older adults (senior citizens seeking community). Their …
driving quick wins + long-term success with the SEO Quadrant™
challenge FreightWaves is the world’s leading supply chain intelligence platform. Their flagship SaaS product, SONAR, is used by industry professionals and global enterprises to make informed decisions about their current and future supply chain operations. The company also provides news and information through the logistics industry’s largest media platform. FreightWaves’ advertising-supported media business has a team of full-time journalists and …
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®, …
overcoming an application deficit
Heading into deposit season, a Michigan-based university was facing an application deficit. At the same time, they were facing heavy competitor conquesting of their brand name and application-driving keywords from universities looking to poach potential applicants. Our partners asked us to support a concerted effort to increase the number of applications so their admissions team could nurture these prospective students …
optimizing toward efficiency to exceed ROI goals
challenge Sauder is North America’s leading producer of ready-to-assemble furniture and one of the top five residential furniture manufacturers in the U.S. We’ve supported Sauder since 2010 across marketing automation, SEO, and paid media, focusing on finding ready-to-buy customers and maintaining brand loyalty. In 2022, the company was feeling the effects of the pandemic, as rising supply chain costs meant …
increasing appointment volume with streaming audio at UCLA Health
background: digital marketing for top health care system Based in Los Angeles, California, UCLA Health is among the most comprehensive and advanced health care systems in the world, serving more than 670,000 unique patients per year. UCLA Health hospitals ranked first in California and third nationally in the most recent US News & World Report evaluation. Fathom partners with UCLA …
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