Diet & Nutrition Search Trends Today, in Light of The Coronavirus Pandemic

Tess TaylorBlog, Health and Wellness, Matrix, SEO

The novel coronavirus (SARS-CoV-2) has altered almost every single aspect of people’s daily lives in at least 177 countries (and counting) across the globe. As seen in empty grocery store aisles and “Not in Stock” labels on Amazon, people’s buying habits have drastically shifted right alongside the spread of the virus. Along with hand sanitizer and toilet paper (here’s an … Read More

More People are Searching for “Coronavirus” Than “COVID-19” Right Now

Megan JoosteMatrix, SEO, Web Analytics

We are certainly at an odd moment in time, and today there are more questions than answers regarding the development of the Coronavirus pandemic. The vast majority of those questions are being made as online search queries. As news and updates on the rapidly evolving Coronavirus pandemic continue to inundate inboxes and newsfeeds across the country, many of our clients … Read More

Segmenting Branded and Non-Branded Keywords to Maximize Your Media Spend

Megan JoosteMatrix, PPC, SEO

Chances are, your organization is already employing both branded and non-branded keywords in your Paid Media (PPC) and SEO programs. But, the key to really knowing the impact of those branded keywords on conversion results is through segmentation. First, let’s define our terms. What is a Branded Keyword? Branded keywords include some aspect of your company’s name, such as: ‘Backpacker’s … Read More

How to Use Google Analytics Segments: An Illustrated Guide

Greg GarrisonMatrix, Web Analytics

Google Analytics offers a ton of up-front/top-level information. The way Google provides information and allows users to slice and dice the information works well for many cases. However, there are some shortcomings where utilizing filters and secondary dimensions can only get you so far, and on top of that, it can be relatively time-consuming. This is where segments come in … Read More

Does Your Business Need Facebook Brand Lift?

Wyeth LeemonMarketing, Matrix, Social Media

Likes feel great, but are they good for the bottom line? While likes and shares are usually guaranteed to boost your mood, it’s difficult to gauge whether those types of social media engagement are boosting sales. Enter Facebook Brand Lift, which reports on metrics such as brand awareness and ad recall in an effort to cut through the clutter and … Read More

Integrating Billboard Advertising with Digital-First Marketing Campaigns

Megan JoosteHealth and Wellness, Healthcare, Marketing, Matrix

Billboards may be one of the oldest forms of advertising, but their time in the sun is far from over. With brands facing increasingly fierce competition for eyeballs on desktop and mobile screens, there’s a case for integrating Out of Home (OOH) advertising with digital marketing campaigns now more than ever. Rohan Oza, arguably one of the most successful modern … Read More

Health, Wellness, and Lifestyle Marketing for 2020 and Beyond

John KadlicHealth and Wellness, Marketing, Matrix, Perspective

Rise above the silos to craft winning strategies It wasn’t too long ago that the healthcare, wellness, and lifestyle industries were viewed as mostly siloed spaces without much crossover. Now that narrative has shifted, and the consumers expect the integration of health, wellness, and lifestyle as they seek a more holistic view of wellbeing. For those in health, wellness, and … Read More

Helping a Leading Hospital Gain Unprecedented Paid Search Results

Parallel PathCase Studies, Health and Wellness, Healthcare, Matrix

Hospital Paid Search

Paid search account rebuild and optimization approach improves budget efficiency and ROI while connecting patients to the care they need   Background Determined to treat and heal more patients across their region, a leading hospital asked Parallel Path to achieve brand awareness growth and new patient acquisition goals by implementing a best-in-class paid search campaign strategy and management.   Challenge Parallel … Read More

Maximizing ROI on Your Hospital’s Digital Marketing

Megan JoosteHealthcare, Matrix, Web Analytics

Why Read This Paper Since 2006, Parallel Path has been crafting and deploying highly-effective marketing solutions for clients that include some of the country’s top hospitals and insurance companies. This article draws from insights we have gleaned from our work to help our client partners achieve unprecedented marketing growth and performance. This paper offers the following five-point framework to help … Read More

How to Work Remotely While Traveling

Megan JoosteHealth and Wellness, Perspective

The story of how Wyeth Leemon came to be an internationally traveling remote employee began with a round-trip ticket to Bangkok and resignation. But fortunately for both Wyeth and the Parallel Path team, that resignation was turned down and turned into an opportunity for both parties to see if a remote working arrangement could really work. TL;DR: Working remotely works. But … Read More

Transforming the Way Rocky Mountain Health Plans Reaches New Customers

Parallel PathCase Studies, Matrix

Helping a healthcare provider rise above the competition during open enrollment Client: Rocky Mountain Health Plans   Background Insurance companies face wild competition and market fluctuation while trying to earn consumers’ attention during annual open enrollment periods. Determined to rise above the fray, Grand Junction-based insurance provider Rocky Mountain Health Plans worked with Parallel Path to humanize the brand with … Read More