Health marketing

SUMMARY: When your industry is facing significant changes and uncertainty, the best course of action might be a counterintuitive approach to marketing.

Read on to find out how Toshiba America Medical Systems met the challenge of a healthcare industry in a state of flux, and a shrinking marketplace for its products. The result was a campaign built around its biggest annual show that focused on educating customers on the new healthcare market, rather than products and services. read the complete case study

SUMMARY: Fostering social change is not a common goal for brands. But if your audience is ready to discuss taboo subjects, your marketing can be a rallying point that dispels myths while boosting reputation and sales.

See how Kotex determined that its customers were ready for frank messages about women's bodies and health. The team radically repositioned its marketing and has boosted Kotex's market share. Includes tips on conducting customer research and creating content that encourages discussion. 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