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Healthcare

Use the Right Digital & Social in Health Care Marketing

Image via http://www.brandchemistry.com.au/blog/how-to-identify-the-right-social-media-channels-for-your-target-audience/
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For years, marketers have been searching for the precise digital and social media messages to reach the Gen-Xers, millennials and Generation Z.

We’ve been breaking our backs trying to find the perfect way to reach and target these groups in all industries, from food and beverage to technology, and health care marketing is no exception. However, the same digital and social media strategies do not necessarily follow the newest, “hottest” platforms trending on a broader level.

Some health care audiences—those who can be motivated to seek out providers and pharmaceutical products—are not likely posting on Snapchat or Instagram. They’re swapping health care stories on some of the more traditional channels like Facebook or Twitter.

Millennials—one of the largest digital target groups on the planet—may have surpassed baby boomers in population numbers, yet Americans born between 1946 and 1964 are also online and are projected to have an enormous impact on the purchase of heath care services for many marketing years to come.

Health care marketers will need to develop digital and social strategies that will target the 74.9 million baby boomers. By 2020, this group will account for a 74 percent increase in the population aged 65 and up, according to

PR Industry Trends

My Cava Obsession Explained

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There is nothing more perfect and refreshing than popping open that soothing, sparkling goodness known as Cava.  Whether at the beach, after work in NYC or following a great hike with my wife, sipping Cava is kick back relaxation in a glass. If you aren’t familiar with it, then yes, you are missing out on something good.

cava

To clarify, Cava is the Spanish cousin to France’s Champagne and Italy’s Prosecco.  It is made in the champenoise traditional method closer to the way Champagne is made. Cava comes in two styles white and rosé. It’s taste ranges from dry to tangy to sweet in more or less this order: brut nature, brut reserve, seco, semiseco, dulce. It’s an anytime libation that makes any occasion seem, well…better! Cava’s acidity and bubbles complement almost every dish. Enjoying a spicy chicken curry?  A good bottle of Cava is your go to. Also Cava has less residual sugars and tends to be less sweet thereby having less calories than most other wines. What’s not to love?

cork

I admit I was practically weaned on Cava, thanks to my dad who kept an

Higher Education

Financial Aid Changes in #HigherEd

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Photo Credit: ThatMakesThree

The Princeton Review recently released its 2016 College Hopes & Worries survey, and, not surprisingly, money dominated the worries list. While students cited their future debt load as the top concern, following closely behind is the fear of getting into their top choice … only to find that they can’t afford it.

In fact, almost 9 in 10 college hopefuls said in the survey that financial aid will be “very” or “extremely” necessary to pay for college.

In a politically tumultuous year, lawmakers are uniting behind bipartisan higher ed legislation aimed at addressing many challenges, including financial aid. One key bill up for consideration in the House addresses the Free Application for Federal Student Aid (FAFSA), long known to be confusing and time-consuming. The Simplifying the Application for Student Aid Act seeks to make FAFSA more user-friendly. It would require that the application be available via mobile app, and all versions – print and digital – would need to be consumer tested for ease of use. That’s not particularly contentious.

However, this act also would help put into practice an executive order allowing…

PR Industry Trends

Helping the Hometown Brand Hit a Home Run during the Big Game

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Think about the 2016 Golf Ryder Cup, 2018 NFL Super Bowl and 2019 NCAA Men’s Basketball Final Four. What do all of these premier sporting events have in common, besides Marlins Man being in attendance?

K1 K3 K2

All will take place in the Land of 10,000 Lakes: Minnesota.

The organization and hosting of these major sporting events was the topic of a recent Minneapolis/St. Paul Business Journal event.

Every member of the panel echoed a similar message: none of the events would be possible without the support of the local business community.

Large sporting events provide an opportunity for not only the host city to shine, but also the hometown companies.

So as a public relations or marketing professional, what can you do to assist your hometown client score when the big game comes to town? Follow some of these tips:

Use the pedestal of the event to tell your brand story. Each event brings with it thousands of credentialed media members, and each will want to tell a unique, locally-cultivated story. Create meaningful stories and

Branding

Fallon Social Media Strategy: #GetJimmyWitIt

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With over 40 million Twitter followers, we know the guy is doing something right. Jimmy Fallon’s robust, multi-platform social media presence can be summed up in a three-pronged approach to social media strategy. The following tactics are key for brands aiming to thrive in the social realm.

1. Tailor content to each platform

The majority of Fallon’s Facebook and Twitter posts consist of the latest show content packaged into shareable video clips and GIFs – a tactical move considering most platform algorithms favor visuals, yielding much higher user engagement than content that does not include visual elements.

The Tonight Show’s Instagram account documents backstage and onstage moments with Fallon’s guests in addition to GIFs of the latest show content. The show has additional social presence on Snapchat, where staff pose challenges that encourage fans to send snaps back for a chance to be featured. Fallon’s celebrity guests also participate in Snapchat ‘takeovers’ as a tease to the show that night. This informal and uncut, behind-the-scenes content is exactly what Snapchat users expect to see from celebrities and organizations on Snapchat. No one platform is the same. Followers expect to see different kinds of content