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CONTENT TYPE: Article | TOPIC: Social Media Marketing

Marketing professional in the healthcare industry may be missing a golden opportunity to meet the sometimes-desperate needs of patients, to become more relevant and supportive in the long arc of their journey to better health. If they do, they will win their respect and loyalty, their adherence and behaviors will change to improve their overall health, and the financial bottom lines of healthcare brands will strengthen. Everybody wins. Here are three steps to ensure health care isn't left behind in the social-media sphere.

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Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own business practices comprehensively through the lens of their customers to understand how they measure up to their customers' needs and expectations. Does each customer interaction live up to the brand experience that the company is trying to create? Are you providing a more consistent and relevant customer experience than your competitors are? Which interactions are the most powerful for creating customer loyalty?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Before you enter the relatively new frontier of social media, you need an action plan. Although the costs are low, social media tools require extensive maintenance to be effective. Your strategy needs to fit your corporate culture, resources, and customer expectations. Twitter is probably the best place to test the social-media waters to see if it is right for your company.

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The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively?

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Dear A few minutes ago, Roger Federer defeated Andy Roddick in the 2009 Wimbledon Gentlemen's Singles Championship, 16-14 in the final fifth set. I'm the last guy to pick apart a world-class athlete's performance at the top of his game and at the apex of his chosen sport's culture, but an enduring lesson holds here for

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I thought that the Godin (or possibly Mack ) had come up with the idea that companies should emulate rock bands and cultivate fans, not customers. But it turns out the genius behind this concept was the equally bald (as Seth, not Mack) but far nerdier Roger , erstwhile professor at Ohio State University but now

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In a challenging global slowdown, the world seems awash in capacity. Scans of major business publications show airlines reducing flights, companies furloughing or firing employees, and manufacturers closing plants. If you agree that it appears there is more unused capacity than demand, why should capacity management It would seem in the Great ," capacity planning and

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Attendees who blogged about the MarketingProfs B2B (and let us know about it) had the opportunity to win a pass to our Digital Marketing this fall in Chicago. Well, the votes are in, and here are the We looked for blog posts that talked about the 2009 B2B Forum in Boston, and awarded recognition to posts

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This morning I typed into Google the search VoIP (which stands for Voice over Internet Protocol) and I got 64 Million responses. 64 Million!! How archaic is Does Google have any idea how long would it take me to go through 64 Million responses? One day we are going to look back at the days of

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As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of the business.

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Sometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities.

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It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner. Building a strong channel, even with just one or two partners, can be much more effective and easier to leverage than trying to develop your own sales team and customer relationships. The following five tips can help B2B companies maintain strong channel partnerships.

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How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to connect with customers is like trying to strike up a conversation with a cardboard cutout. It just isn't enough.

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Have you heard about the Denny's ? What about the Denny's Creature ' campaign? No? That's okay; I didn't either. It's probably a sign of the times that I am too old to appreciate staying up until 2AM and heading to Denny's for some grub after a night That said, I do remember trips to Denny's

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So I have just finished co-authoring a book called Facebook Marketing for (Wiley) due out this summer. It was a very eye opening experience to say the least. But the one thing it taught me was a profound respect for the Facebook What you are about to see is a number of ideas I have about