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
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
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
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
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
Google Ads iOS14 Updates
iOS14 Updates Apple recently introduced new privacy and security features for their iOS14 software update. As a result, Google, Facebook, and other digital advertising platforms have had to make significant updates to products to comply with the new privacy and security features. This update is largely focused on user privacy within apps, so Google’s updates were less significant than Facebook’s, … Read More
Why Hulu Might Be the Next Advertising Channel in Your Marketing Mix.
Search, Social, and now Streaming. Self-service advertising continues to grow across almost all digital touchpoints. With several companies such as Google, Facebook, YouTube, Pinterest, LinkedIn, Twitter, and TikTok all having their own ad managers, Hulu will be jumping into the mix. They began beta testing their self-serve ad-buying tool early last year and will continue to allow businesses to … Read More
How to Use Geographic Data for Competitive Conquesting
Geo-Conquesting Most marketers that have been in the digital game are familiar with the concept of Geo-Targeting and some of the more traditional ways to use this tactic to reach their prospective customers. But, what about some unconventional ways of applying this targeting to help achieve business goals? A standard application would be to use geo-targeting around physical store locations … Read More
What Google’s Keyword Matching Update Means for Your Brand
Agency POV Google recently announced that they will be making significant changes to the way phrase and broad match modifier (BMM) keywords trigger ads for various search terms. Essentially Phrase and BMM keywords will be combined into one overarching match type. The current Phrase match type will expand to cover broad match modifier traffic while still leveraging word order when … Read More
Facebook Ads iOS14 Updates
How Apple’s Recent Release Could Affect Your Facebook Advertising You have probably heard by now that Apple’s recent iOS 14 update will impact Facebook advertising, but you may still be wondering exactly how this will unfold. There are still a lot of questions that remain unanswered, but we’ve compiled what we know so far and some tips to help you … Read More
How Your Brand Can Promote Social Media Wellness
With people spending so much more time at home because of the COVID-19 pandemic, the danger of over-using social media is real, even for people for whom health and wellness is a priority. Remember what Jack Ma, the founder of Alibaba said: “Today’s customers want to be healthy and happy, no matter who they are.” He’s right. And for brands … Read More
Paid Media Tips for Brand Safety During COVID-19
Brand Safety encompasses all the strategies and activities brands employ to safeguard their reputation while advertising online. This spans from paid media strategy all the way down to ad placement, as well as ad content. Traditionally when marketers think about brand safety, it’s in reference to where ads are placed online and ensuring “safe” content adjacency. This entails making sure … Read More