Storytelling in Health Insurance Marketing: Three Ways to Boost Brand Awareness

Megan JoosteBlog, Health Industry, Health Insurance, Healthcare, Matrix

The Proven Power of Authentic Storytelling Health insurance marketing teams certainly have their work cut out for them during open enrollment. They face wild competition and market fluctuations while trying to reach, educate, and convert during a short three-month period. To truly have an impact during open enrollment, health insurance companies can employ a strategy anchored on authentic storytelling that … Read More

Christian McCaffrey Serves Up Home Workout Tips With a Side of Hope on Ascent Protein AMA

Megan JoosteActive & Fitness, Blog, Health and Wellness, Lifestyle Industry, Matrix, Perspective

Christan McCaffrey is already being lauded as the “new face of the Carolina Panthers.” He’s quickly become one of the team’s key leaders after signing a four-year, $64 million contract extension in April, making him the highest-paid running back in NFL history and all-around Good Guy. He is known for his “welcome texts” whenever a new player joins the team, … Read More

Five Things Your Marketing Team Can Do Now to Best Prepare for the Post-Pandemic Economy

John KadlicBlog, Marketing, Matrix, Perspective

Since early March 2020, much of American enterprise has been at a near-standstill. While there is no on-off switch to the national economy, there is an indication that the “dimmer” is slowly moving its way to “on,” with governors in several states laying out plans for a phased lifting of restrictions based on the guidance of their health officials. We … Read More

Three Ways to Maximize Brand Awareness During a Recession

Wyeth LeemonBlog, Marketing, Matrix, PPC, SEO

The Digital Marketing landscape is rapidly changing under the economic pressure of the Coronavirus Pandemic. Agencies and Brands have needed to be agile to stay ahead of shifts and trends that could have a significant impact on client goals. From our work to help some of the leading health, wellness, and lifestyle brands across the country navigate these uncertain times, … Read More

Health Food Brands: Reach More Customers With Detailed Product Pages

Megan JoosteBlog, Health and Wellness, Matrix

People can’t buy products they can’t find. For CPG brands across health and wellness, being easily found by your target audience means having relevant content on your product pages that matches user search intent. In this blog, we explain how you can improve your ranking for flavor, variety, and size modified searches by:  Creating product detail pages targeting those individual … Read More

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

Tess TaylorBlog, Health and Wellness, Matrix, SEO, Wellness Industry

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 JoosteMarketing, Matrix, 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 JoosteMarketing, Matrix, 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 GarrisonMarketing, Matrix, 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

Why Your Brand Should Use Facebook Brand Lift Measurement

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 JoosteHealthcare, 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 KadlicMarketing, 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

Who Will be Most Impacted by the Google January 2020 Core Update

Danny MoscosoMarketing, Matrix, SEO

The Google January 2020 Core Update is complete On January 13th 2020, Google announced the release of a broad core algorithm update. Of course, this is by no means novel. Updates like these typically happen on a quarterly basis and tend to roll out over a period of a few to several days. According to Google, last week’s update was … 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 JoosteMarketing, Matrix, 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

5 Things Social Media Managers Should Look for in a Planning Tool

Megan HettwerContent Marketing, Marketing, Matrix, Social MediaLeave a Comment

Pick a tool, any tool One of my tasks as Director of Earned/Owned media at Parallel Path is to oversee social media scheduling for our clients. Juggling a number of accounts across different editorial calendars is never straightforward, but I’ve discovered a few efficiencies and tools that help make my job that much easier – and my clients’ social engagement … Read More

Digital Balance in a Tech-Dominant World

Greg GarrisonBlog, Marketing, MatrixLeave a Comment

In the past couple of months, I have noticed a trend across categories around the importance of balance and wellbeing as it pertains to our digital selves. With the introduction of Senator Josh Hawley’s proposed Social Media Addiction Reduction Technology (SMART) Act, which seeks to combat the addictive features of social media, it appears there is a growing focus on … Read More

Mental Health Training for Coaches a New (and Welcome) Requirement across Colorado Athletics

Megan JoosteBlog, Marketing, MatrixLeave a Comment

Mental health in children is at the forefront of the national health conversation. Per the latest data via the National Survey of Children’s Health, depression, anxiety, and behavioral or conduct problems remain prevalent among children and adolescents across the United States. This fall, the Colorado High School Activities Association is making a bold move to help improve the mental health … Read More