Healthcare Marketers, It’s Time to Transform

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In healthcare, extraordinary technology and innovative strategies exist side-by-side with last century’s tools, systems, and out-of-date status quo. This old world / new world dichotomy makes healthcare operations difficult and confusing. And it’s the same with healthcare marketing. The promise and payoff of modern marketing often…

SiriusDecisions: The New Demand Unit Waterfall

SiriusDecisions Demand Unit Waterfall 2017
Consider this a B2B marketing nerd alert. We’re about to talk – excitedly, I might add – about funnels, revenue stages, buyer groups, engagement, conversion rates, and a whole bunch of other things that will be an indecipherable snooze-fest to anyone other than dyed-in-the-wool B2B...

What Makes A Truly Great Agency-Client Partnership? Q&A with Taylor Roddy

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ID Interview Series: Q&A with Taylor Roddy   These days, Taylor Roddy is the Marketing and Communications Manager for Connect for Health Colorado, Colorado’s state-run health insurance exchange. I met her about 3 years ago when she was working for Kaiser Permanente in Colorado. She…

LinkedIn Acquires Fliptop: Is the predictive marketing shoe beginning to drop?

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LinkedIn recently announced that it acquired Fliptop, in what appears to be an asset-oriented acquisition. Here’s the announcement if you didn’t see it yet, and here’s Fliptop’s Founder and CEO, Doug Camplejohn, announcing their acquisition. Congrats to both companies. I think this is an important milestone for Fliptop, obviously, but…

Segmentation is Your Friend: Use it to Improve Conversion and Revenue Results

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As marketers, we analyze buyers, markets and competition in order to identify important distinctions among sub-groups. These distinctions often reveal significant opportunities for more focused strategy, more attractive and profitable product and service offerings, and more compelling messaging. But how does segmentation pay off? Why bother with the hassle?