Health marketing

SUMMARY: Marketing budgets are often the first to get cut when a recession hits. But if you’re marketing high-end products with long sales cycles, pulling back during the downturn can put you behind the pack when the economy turns around and buyers are ready to spend again.

See how a health care IT marketer bucked the urge to hold back and instead launched a coordinated PR, branding and lead-generation campaign. Using well-placed thought-leadership articles, direct mail, and targeted emails customized for each prospects' very specific pain point, they’re filling their pipeline with warm leads at a time when others are holding back. read the complete case study

SUMMARY: When your customers’ buying habits shift, you have to respond or risk losing those customers for good. But it’s vital to adapt without compromising your brand.

Read how a healthy-living retailer responded to growing price sensitivity among its customer base by increasing the number of low-cost products they offered. We outline the four tactics they used to make the change, which helped boost their site conversion rate 11%. read the complete article

By Anne Holland, President

Last week, my kid sister Rachel, who is a self-employed massage therapist in Newburyport, MA, sent me an urgent email from her Mac. "Help! I just spent a week and a half building a Web site so my clients can purchase gift certificates, and now I can't figure out how to get it onto Google. How do I do that?"

Well, I clicked over to her "site," and it was just awful. I... read the complete blog post