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Connection Over Convenience: What Drives Care Decisions for The PCP Loyalist
160 million Americans believe primary care is non-negotiable. The segments within that audience are specific, reachable, and largely underserved by current campaign strategies.
The ACA's Shifting Electorate: What the Data Tells You to Do Next
ACA enrollment has shifted into the heart of competitive districts. The people most exposed to the 2026 premium increases didn't choose a Marketplace plan — they had no other option. They are identifiable, measurable, and reachable. Here is what to do with that.
The Audience Persuasion Can't Reach: Here’s What’s Next
Part 2: The New Persuasion Series
Advocacy Strategy
Persuasion alone is no longer a complete strategy. There are 22.2 million issue-aligned, registered voters sitting outside conventional targeting models — never scored, never activated, and often larger than the margin of victory. Here's what it takes to find them.
Traditional Persuasion Is Saturated. Now What?
Part 1: The New Persuasion Series
Advocacy Strategy
Most advocacy programs are built around the same two levers: persuasion and base turnout. But those universes are already saturated. This piece examines why the margin is rarely lost on persuasion, and what organizations should be looking for instead.
Healthcare Marketing is No Longer “Consumer vs. Referral” - It’s Both
Patient-Led vs. Referral-Driven
Healthcare marketing is often framed as a choice between consumer-driven and referral-driven growth. In reality, decision ownership exists along a continuum shaped by acuity, influence, and operational friction. As hybrid behavior expands, aligning strategy to real-world decision pathways is becoming a competitive requirement.
Strategy Before Spend: A Smarter Way to Approach Healthcare Growth in 2026
Healthcare Marketing Strategy
Inspired by Patrick Upton’s NESHCo post, this article reframes the conversation from tactics to strategy and highlights what healthcare marketers should prioritize moving forward.
How Behavioral-Based Data Can Shape the Future of Land Use Development
Land Use Development
Land use debates are driven by human behavior, not just data. Behavioral-based insight helps teams reduce waste, anticipate resistance, and engage communities earlier with more clarity and credibility.
Beyond Retargeting: The Case for Expanding and Enriching Your First-Party Data
First Party Data
Retargeting your first-party data can only take you so far. When you enrich and expand the data you already have, you unlock a clearer picture of your audience and new opportunities to reach the next one.
It’s Time to Breakup with Your Old KPIs
Marketing Measurement
For years, marketers have been chasing the same metrics; clicks, impressions, open rates. But in 2025, those numbers tell only part of the story. They measure activity, not impact.
Your Care Isn’t One Size Fits All. Why Is Your Marketing?
Healthcare Marketing Strategy
True marketing efficiency isn't about reaching more people; it's about reaching the right people with the message they are already waiting to hear. It’s about moving beyond who might need your service (demographics) and understanding why they make a choice (values).
Not Just Who, But Why: Gender Insights That Should Shape Telehealth Marketing Messaging
Healthcare Marketing Strategy
As telemedicine reshapes the landscape of care access, it’s doing more than expanding convenience, it’s revealing fundamental differences in how distinct populations approach sensitive health decisions.
The Rising Power of Retail Investors: Why CEOs and IR Teams Need a Strategy Now
Audience Strategy
The stock market is changing, and so are the people driving it. Once dominated by institutional investors, hedge funds, and pension managers, today’s markets are increasingly influenced by a rapidly growing retail investor base.
Gen Z and Millennials: More Alike Than Marketers Realize
Healthcare Marketing Strategy
Learning how to market to Gen Z now will ensure that a healthcare system is top of mind when it becomes time for the generation to begin making healthcare decisions.
Reaching the Right Insurance Audiences: Trends & Targeting Tactics
Insurance Marketing
It’s no longer just about who you’re targeting. It’s about how you connect with them. As consumer behavior shifts, the strategies we use to reach, engage, and convert insurance audiences must evolve as well.
Data-Driven Over Demographics: Rethinking Senior Living Marketing Strategy
Senior Living Marketing
Healthcare and senior living marketers must move beyond traditional demographic segmentation and embrace more advanced tools that reveal behavioral patterns, decision-making dynamics, and personal motivators.
Reaching High-Value Weight Loss Audiences—Before They Choose
Healthcare Marketing Strategy
GLP-1 medications have skyrocketed into the public conversation—fueled by media coverage, influencer attention, and growing medical credibility.
Demographics Are a Starting Point—Not a Strategy
Audience Strategy
If you're still targeting based on age, income, or zip code alone—you’re missing the bigger picture.
Cut Through the Noise: Activate and Engage Loyal High-Worth Sports Gamblers
Sports Gambling Marketing Strategy
In one of digital advertising’s most competitive sectors, sportsbooks are spending at unprecedented levels to capture attention and grow market share.