The Marketing Landscape: A Convergence of Old and New What do a billboard on a bustling highway, a radio jingle that you can’t seem to shake off, and a targeted Facebook ad all have in common? They’re all pieces of a grand, evolving puzzle we call marketing—a domain as ancient as the bazaars of old but one that’s ceaselessly transforming … Read More
Fostering a Healthy Work Environment – Why Wellness at Work Matters
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
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
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
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
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
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
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
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
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
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?
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
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
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
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
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
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
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
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
Health, Wellness, and Lifestyle Marketers’ Guide to Going Cookie-less
What Google’s Depreciation of Cookies Means for Marketers If you touch digital advertising in any capacity, you’re likely aware that the cookie is crumbling. For those of you who may still exist in ignorant bliss, allow us to break it down for you. What the heck are cookies and why have they been in the industry news so much … Read More