Fostering a Healthy Work Environment – Why Wellness at Work Matters

Jackson WarnBlog, Wellness

How a company office environment should be constructed became an afterthought for many during the pandemic. As the workforce returns to offices, the consideration of creating a positive, healthy workplace has regained relevance. While working remotely or hybrid is no longer a radical idea, a key milestone was hit as offices are reported to be 50% filled for the first … Read More

An Overview on Using ChatGPT in Healthcare Marketing

Jackson WarnArtificial Intelligence, Blog, Healthcare, Marketing

In the ever-evolving universe of healthcare marketing, the ability to predict and adapt to trends is more than a luxury—it’s a necessity. Amidst the noise of countless marketing strategies, a new tool is making a name for itself, promising a revolutionary approach to engagement and communication. That tool is OpenAI’s ChatGPT. Now, you might be wondering, “What is this ChatGPT, … Read More

HMPS 2023 Takeaways: Navigating the Future of Healthcare Marketing

Hardy KalisherArtificial Intelligence, Blog, Content Marketing, Marketing, Social Media

In the wake of the Healthcare Marketing and Physicians Summit (HMPS) this past April in Austin, we’ve all returned to our routines, invigorated and brimming with fresh insights. The invaluable opportunity to reconnect in person with our colleagues in healthcare marketing was a breath of fresh air. After weathering a global health crisis that altered the way we communicate and … Read More

Beyond Benefits: The Art of Empathetic Connection in Health and Wellness Marketing

Hardy KalisherHealth and Wellness, Marketing, Wellness Industry

Picture this: you’re shopping for a new fitness app or a vitamin supplement. Brands bombard you, promising to revolutionize your life, but how many truly understand you and your needs? As health and wellness marketers, we must move beyond simply communicating the benefits of our products. We must go beyond the formula of communicating benefits over features. We need to … Read More

Google to Sunset Similar Audiences in May 2023

Willow SmithBlog, Marketing, Performance Media

Google Similar Audiences

Is Google planning to do away with lookalike targeting this year? The answer is sort of.  Currently, Google offers something called Similar Audiences, which is their version of lookalike targeting.  Lookalike audiences are targeting segments that begin by using a first-party data file, (i.e current customers) and then letting systems like Google or Meta ingest that file and find users … Read More

Leading the Artificial Intelligence Revolution with Emotional Intelligence

Hardy KalisherArtificial Intelligence, Blog

Artificial Intelligence and Emotional Intelligence

Executives of health and wellness companies and organizations must keep ahead of the curve regarding Artificial Intelligence (AI). As the conversation around AI becomes increasingly prevalent, it’s clear that AI will revolutionize our lives. However, it is critical to note that AI’s constructive or destructive impact on the world is heavily influenced by the moral compass and emotional intelligence of … Read More

Webinar: Google Analytics 4 – What Marketers Need to Know Now

Hardy KalisherWebinar

Are you aware of the biggest news in Google Analytics in over 10 years? Google Analytics as you know and depend on for making data-driven marketing decisions will no longer collect data as of July 1, 2023. Google is replacing GA with Google Analytics 4 (GA4). Why watch this on-demand webinar? Marketers should watch this webinar to learn what they … Read More

How Client Agency Relationships Can Thrive After Leadership Changes

Andrew UtechMarketing

Leadership Change

Change on both the client and agency side is inevitable. Parallel Path’s Senior Strategic Consultant, Andrew Utech dives deeper into how an agency can be a proactive leader in assuring stability and long-lasting client-agency partnerships.  In an industry that’s so fickle, how can agencies and clients instill a sense of stability in an effort to make lasting high performing relationships? … Read More

YouTube Raises the Bar on Validating Credible Healthcare Information

Alison MichelettiHealthcare, Marketing, YouTube

Youtube Healthcare

YouTube is Leading The Way in Helping Consumers Find Credible Healthcare Information Where’s the first place you turn to when you have a health question? The internet, of course! A multitude of online sources provide robust libraries of health articles that answer some of the most commonly asked health questions. But following the COVID-19 pandemic, a surge of misinformation has … Read More

A Poetic Pause to Reveal the Solution

Hardy KalisherBlog, Marketing, Perspective

poetic pause

The faster we can connect, the more we can get done. Isn’t that the promise of email, texts, Zoom, and Slack? 5G doubles productivity. Go! Go! Go! The light is always green! While we are busy getting more work done, has quality faltered for speed? Do we allow time for our best work to be done? Do the best solutions … Read More

Is Google Search Dying?

Hardy KalisherBlog, Marketing, PPC, SEO, Social Media

Believe it or not, we have been hearing that SEO is dead every year since Richard Hoy first claimed it on the Online Advertising Discussion List in 1997, and yet, SEO is still one of the most in-demand digital marketing services and skills.  The most common reasons given for why SEO is dead are updates to Google’s search algorithm that … Read More

Marketing to Gen Z: Authenticity Matters

Bella MarconiBlog, Marketing

Marketing to Gen Z

Generation Z and Brand Engagement Born in the mid-1990s and mid-2000s, living entirely within the digital age, Generation Z has never experienced a time without the internet. Each new generation comes with its own characteristics and presents unique opportunities and challenges for marketers.  Gen Z’ers are stigmatized as being technology addicts and lacking the ability to connect with people face-to-face, … Read More

Using Search Impression Share to Identify Growth Opportunities for Health, Wellness and Lifestyle Brands

Billy McCallBlog, Performance Media, PPC

Google Ads

Are you seeing success with your lead generation or e-commerce search campaigns, but don’t know what more you could be getting out of them? What if I told you that the paid search platforms have been providing you the guidance you’ve needed all along? At Parallel Path, a common question from our clients is, “What more could we be doing?” … Read More

Optimizing Paid Social Media for Algorithms

Willow SmithBlog, Social Media, Social Media Ads

paid social media algorithm

How health, wellness, and lifestyle brands can curate paid social media strategies to win the algorithm game  If you spend time on social media sites like Instagram or YouTube, you have no doubt been subject to seeing a “curated” feed of content that’s served up specifically to fit your preferences.  You innocently watch one video of a kitten playing with … Read More

5 Marketing Priorities of Hospitals & Health Systems

Hardy KalisherBlog, Health Industry, Hospitals & Health Systems, Marketing

Hospital Marketing

The modern hospital and health system marketer must meet their audience where they are. Having a digital-first approach is critical for success.   Now more than ever hospital and health system marketing teams are feeling the challenges of being under-resourced to accomplish an ever-growing list of priorities. In speaking with hospital and health system marketing leaders across the country, the … Read More

Reddit Advertising for Health, Wellness and Lifestyle Brands

Dendy WalkerBlog, Performance Media, Social Media Ads

How brands can use Reddit to engage with a valuable audience Social media platforms have largely evolved into places to consume content, instead of sharing content. With the rise of bots and negativity on social media, more users have turned towards online communities, such as those on Reddit, as a safe haven to express themselves. Reddit is thriving with 50M+ … Read More

Instagram Shopping An E-Commerce Overview

Bella MarconiBlog, Performance Media, Social Media Ads

Instagram Shopping Overview

Instagram Shopping: An Opportunity for Health, Wellness, and Lifestyle Brands   With more than 1 billion active users each month, it’s no surprise that Instagram has made the shift into becoming a more e-commerce-friendly platform. Along with the huge user base, celebrity social channels and mega influencers have helped give Instagram the opportunity to become an e-commerce powerhouse.  Considering the … Read More

Mindfulness for Smarter Marketing

Sam MuellerBlog, Health and Wellness, Marketing

Leveraging human-first experiences to build strategic plans for Health, Wellness, and Lifestyle Brands   As marketers, it’s easy to forget that we are also consumers, “the target market” for so many brands and companies that touch our lives daily. I’m a mom, a working professional, a friend, a yogi, a homeowner, a traveler, and so much more. It’s estimated that … Read More