Find the latest insights, trends, and topics on B2B and healthcare marketing.

Thought Leadership: The Good, the Bad, and The Ugly

Done right, thought leadership is the single most differentiating content marketing asset an organization can produce. And while thought leadership does serve brand equity goals (e.g., building credibility, trust and loyalty), its results are far more tangible: A study by Demand Gen Report and Demandbase found 84% of buyers surveyed agreed that a winning vendor’s […]

Business Strategy Should Drive Marcom Planning

The best case scenario for effective marketing and communications is a thoughtful and thorough strategic business plan with key strategic insights and direction to guide marcom plan development. A collaborative approach between strategy and marketing/communications leaders and teams is critical to achieve the best growth and profitability results. Why does business strategy matter? A number […]

Ways To Seize Opportunity In A Down Market

Finding a new normal for marketing means planning for future growth, even in a radically changing environment. Managing marketing investments during a recession — and particularly this pandemic-induced one — warrants a different approach. Here are several ways to maximize returns: Don’t Go Into Hibernation While it may feel like you are preserving resources by […]

Business behavior in a downturn: winners and losers

When there is a drop in demand for health care services due to consumer behavior in an economic downturn, the response by many health care organizations is predictable — retrenchment. Certainly for some organizations with revenues that have fallen to levels that threaten the survival of the business, there may be no choice but to […]

Consumer Priorities In A Downturn

In a Harvard Business Review article, authors John Quench and Katherine Jocz posited that consumers prioritize consumption by sorting products and services into four basic categories: Essentials are necessary for survival or perceived as central to well-being. Treats are indulgences whose immediate purchase is considered justifiable. Postponables are needed or desired items whose purchase can […]

Consumer Behavior in a Downturn

Consumer spending accounts for 70% of economic activity in the U.S., so when it diminishes repercussions reverberate widely. That being said, consumer behavior in downturns is by no means homogenous. In an article that appeared in the Harvard Business Review some years ago, authors John Quench and Katherine Jocz identify consumers as falling into one of four groups during a recession.

Best practices for healthcare marketing investment during a recession

The COVID-19 recession is the first pandemic-driven downturn of the modern era. It is a healthcare crisis, leading to an economic slump. While the capacity shortages, service mix shifts, and workforce/supply chain disruption that made headlines when the pandemic took root have moderated to the point where the integrity of the healthcare system is no […]

Patient Experience. Another COVID-19 Casualty?

For years, healthcare as an industry was the bête noire of what is known in marketing as “customer experience.” People waiting months for appointments. Discharge packets as thick as phone books. Confusing bills with surprise charges. Zero pricing transparency and scarce outcomes data. Intake personnel with the charm of postal workers. Doctors well trained in […]

Movéo makes best agency list

Movéo is proud to have been named to Growth Marketing Pro’s list of Best Design, Branding and Creative Agencies. Growth Marketing Pro is the largest growth marketing blog on the internet, according to its site. Growth Marketing Pro recently conducted a “best of” review of agencies around the country, and 25 made the final cut. […]

Tips for Marketers During COVID-19

Building brand trust has never been more important, and brands should use this time as an opportunity to re-establish trust through customer-centric actions. Listen. Now more than ever, it’s important to know what customers feel and why. Increase voice of the customer (VoC) programs and social listening efforts to better understand customer concerns and needs relevant […]