Google is no longer going to deprecate cookies in its Chrome browser. Instead, it will leave it up to users to decide whether to allow cookies as part of their browsing experience, a decision individual users can revisit at any time. CNBC described this as “a bold move that has some big implications for advertisers and the future of the …
deliver and demonstrate value in healthcare marketing
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 …
advertising in an election year
As we approach the 2024 election, we’re reminded of the $6.9 billion spent during the 2020 election cycle—a 63% increase from 2016 and a new record high for political advertising. This surge drove up costs across digital platforms, sometimes as much as 20%, creating unique challenges and opportunities for political and non-political advertisers alike. We should expect this upward trend …
healthcare digital advertising in a cookieless world
the cookieless future is not quite here. yet. Google has delayed the full deprecation of cookies for the third time since 2020. In January 2024, they deprecated 1% of third-party cookies, and we have seen effects from that. Our position doesn’t change: We need to prepare for the (inevitable) cookieless future. managing third-party cookie deprecation in healthcare what options for …
unlocking the power of AI in healthcare marketing
Amidst a whirlwind of innovation and uncertainty, healthcare marketers are faced with a pivotal question: How do you harness the power of Artificial Intelligence (AI) responsibly without getting lost in its complexities, especially when privacy concerns are at the top of your mind? At this year’s Healthcare Marketers and Physicians Summit (HMPS), the role of AI in healthcare marketing took …
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 …