I recently sat down with Scott Alexander from Jairus Marketing for another insightful discussion about a topic that resonates deeply with both of us: shifting from a founder-led business to more sustainable business models. This is especially relevant for early-stage companies, particularly those in the healthcare sector where the CEO is vital as both the visionary and primary salesperson.
Thu, Sep 8, 2022 — By Paul Sparrow and Atul Minocha If you’re a CEO who paints the world with a well-worn brush and the same old can of flat white, this blog is for you. If you’re bemoaning the headwinds created by your industry and wondering why the same-old marketing plan (or lack thereof) has you stuck on “go,” read on. We would like to open your eyes to a way to improve your marketing effectiveness that only comes if you’re willing to try a fresh roller—and some new shades of opportunity—to color your balance sheets in hues of deep green.
Thu, Aug 25, 2022 — By Atul Minocha and Paul Sparrow As we try to determine whether old style, hand-to-hand, touch-it-and-feel-it marketing can compete in today’s switched on, always moving world, is it possible that a bird feather holds the key to the question posed in our headline? The answer requires a bit of insight into how we got to this seminal moment which by the way is a precarious place for the newspapers, billboards, mailers, radio and even TV ads comprising what is predominantly known as “traditional marketing.”
Mon, Jul 25, 2022 — The healthcare sector has always been one of constant change, experiencing transformation in technology, policy, and practice on a near regular basis. But the level of uncertainty and complexity since the pandemic hit has put understanding how the business of healthcare has changed on life support. COVID-19 didn’t just make a lot of people sick across the country, it infected the entire U.S. healthcare system itself. In fact, a just released survey of 2,500 nurses shows that 64% are planning to leave the industry. That’s almost a 40% jump from one year ago. Why? 75% said they have experienced burnout since the pandemic began, and half of respondents suffer from trauma, extreme stress, or PTSD.
Fri, Jul 22, 2022 — The last two years have been unprecedented turmoil for society and the U.S. economy. Supply chain issues, labor shortages, and changes in customer behavior plagued the manufacturing sector. Moreover, most CEOs ask themselves what changes they need to make with interest rate increases and potential economic “whiplash” events that could create significant ripples in the broader economy.
Fri, Jul 22, 2022 — As a marketer in the digital age, I am fortunate to have many tools at my disposal that make my job easier. Unfortunately, however, I still have no way to read minds (and that would be quite creepy, anyway) – but one could see how individual “brain-level” insights could have a stunningly positive impact on campaigns, revenues, and overall success. That’s because the Holy Grail for marketers is to understand not just the “who” is likely to buy, but the “why” behind the purchase. If we figure out the need we fill for that customer, at an emotional level, we can effectively cultivate a highly-valued customer.
Wed, Jun 22, 2022 — From the world of “shocking but true”: There are real, actual companies out there that are turning away revenue. Literally, they have customers shaking fistfuls of dollars in their direction and walking in the opposite direction. Before you shake your head, thinking this is blasphemy, the stark reality is this: You, too, could be guilty of the same offense.
Tue, Jun 21, 2022 — You spend countless hours, and endless resources, to encourage your sales team to dump leads into the top of your sales funnel, with the hopes of squeezing them through the tiny orifice at the bottom. Once those precious few fall out the bottom and onto your client rolls, now what? With an overheated market, dogged competition, and an enlightened consumer that is more fickle than ever, how can you make sure all of that effort is worth it? How can you ensure that you keep what is rightfully yours?
Mon, Jun 20, 2022 — There’s a perfect storm brewing for CEOs right now: increased competitive pressure, inflation, and the “Great Resignation,” all alongside the need for organic growth. These are all conspiring to make the balance of 2022 even more challenging than usual. Marketing and selling your products or services in this environment is not for the faint of heart – which is why a battle-proven Chief Marketing Officer can make all the difference when it comes to navigating steadily during this difficult consumer climate.
Tue, Jun 14, 2022 — Seasoned consumer packaged goods (CPG) executives—with more than 25 years of experience—probably think of the 1990s, or earlier, as “the good old days.” Why? Because for them, life was much simpler. There were far fewer outlets for advertising and distribution. Think about it. From an advertising standpoint, the three broadcast networks still ruled. The handful of cable channels available did not even carry ads. There were newspapers and magazines in which to advertise and place coupons. On radio, there were a handful of local stations from which to choose. Websites were nascent. And direct mail was alive and well.