Isaac (Ike) Brody

🎙 New episode alert! Don’t miss WEDNESDAY’S new release of “The Health Marketing Collective,” featuring an inspiring conversation with Brian Jones about purpose-driven marketing and its important role in improving the future of health. We talk about: 👉 How addressing social determinants of health is an opportunity to transform our brands into platforms for social change. 👉 The responsibility we have as health marketing leaders to actively participate in initiatives that make a tangible difference in the lives of those we serve. Join us for this insightful discussion! Don’t forget to SUBSCRIBE.💥 #podcastpreview #healthmarketing #contentmarketing #marketingpodcast #purposedrivenmarketing #SDOH

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Syracuse, New York has 253,108 likely hip or knee patients. We know this thanks to our consumer data. It’s smart. It's collected ethically (with permission and opt-in). And gives insights into people's lives - who they are and what they do, from both offline and online perspectives. We build personas of people's attributes and behaviors: Ages, lifestyles, sports they enjoy, activities they engage in, purchase patterns, app download/usage and more. For example, we know that likely total joint patients are: over the age of 50, have active lifestyles (including golf, tennis, yoga, pickleball, etc.) and about 12 other demographic and psychographic data points... We link our persona to a geography, like 30 miles around Syracuse, and  *Cha-CHING* we have our audience: these 253,108 individuals. We serve ads just to these people in our audience, directly on their devices and in the places online where they already go, promoting you and your solution to their problem. THESE PEOPLE NEVER SEARCH TO SEE YOUR AD. Why is this important? ➡️ Because when you put yourself directly  in front of your most-likely audience,  you will influence their behavior. This exact total-joint strategy generated 859 NEW patients for one group this year (Jan-May). Question for you, Syracuse Orthopedic Specialists, PC Upstate Orthopedics St. Joseph's Health How are you getting the attention of these people? You can't maintain market share without being strategic and proactive. If you have: ✅ the desire to increase procedure volume, ✅ the process to convert traffic to patient visits, ✅ the ability to see value in this strategy,  we should chat. #Syracuse #NewYork #hip #tha #knee #tka #data #healthconsumers #DTC #patientacquisition #healthcareDTC

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The party's over for B2B CMOs who enjoyed the free-flowing budgets of the pandemic boom. Here are the top 3 concerns Mark Emond talks about in his Forbes piece: • Growth in a slowdown: How to drive results now with lean teams and tight budgets? Cutting through the noise is a major challenge. • The measurement mystique: CMOs are still wrestling with how to properly show marketing's ROI in complex B2B sales cycles. • AI anxiety: There's excitement about AI's potential, but a lack of strategy for implementation and team training. #AI #B2BMarketing #B2B

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Great having you on the podcast, Matt Pierre! I enjoyed chatting with you and learning how you lean into taking risks to stay ahead, your approach to navigating the shifting eCommerce landscape, and more. Take a listen now: https://lnkd.in/et7RfyEv

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Traits to Look for in a Fractional CMO https://lnkd.in/ee9CmD3E . #fractionalcmo #bostondigitalmarketing #brickmarketing #nickstamoulis

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Interesting study by Katy Milkman and others to study the impact of behavioral nudges and interventions designed to improve COVID booster adoption rates. Millions of CVS customers received reminder text messages about getting the COVID booster shot. A subset of customers also received an incentive in addition to the reminder texts - free Uber/Lyft ride to a CVS store to get the booster shot. Several different messaging strategies were used based on different decision heuristics and biases. While text reminders statistically significantly improved the vaccination rates, the absolute improvement levels were very low (adoption rate increased from roughly 5% to 6%). The three messaging strategies that produced slightly better results were: 1. Messages encouraging recipients to make a vaccination plan that suggested a specific date, time, and location based on their last vaccination 2. Messages highlighting high local COVID-19 transmission rates 3. Messages sent on behalf of the patient's local pharmacy team, letting them know there's a vaccine reserved for them Adding the "free ride" incentive to text reminders surprisingly did not improve the adoption rate any further. Before the interventions were implemented, a team of laypeople and a separate team of behavioral science PhDs were asked to forecast how much improvement in adoption rate would the interventions produce. Both groups forecasted numbers that were magnitude times higher than what was actually observed in the real-world. This is a fascinating study in human overconfidence! 1. Millions of people are overconfident that their bodies/immune systems can handle the short-term symptoms of COVID, shaped by the few anecdotal experiences and memories they have from COVID infections. 2. Even larger number of people are overconfident that they won't develop any lingering or long-term implications from COVID, shaped by the anchors of common cold/flu infections not causing any long-term harm. 3. All of us (laypeople and experts) have overconfidence that we can change other's mind/behavior on a topic, even though we can't change our own mind easily on any topic. While overconfidence is a problem that leads to many bad decisions, ironically, lack of confidence in decision-making is also a problem that humans stuggle with. For example, according to a recent survey of CEOs done by Korn Ferry, 71% of CEOs said that they have Imposter Syndrome and are not very confident in their abilities/decisions!

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Best Practices for Integrating a Fractional CMO https://lnkd.in/exrtMhMf . #fractionalcmo #bostondigitalmarketing #brickmarketing #nickstamoulis

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Good opportunity here

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What the post title says. And by extensions, any targeting based on the various Gens - unless you are in the United States - is also being lazy. So do this instead... 1. Start looking and the psychographics of the target audience. 2. Look at their hopes, dreams, desires, pain points. 3. Understand their existing perceptions and behaviors. Then lock in! Yes, it is much more work that a simple age or sex or geographic segmentation, but if done correctly - you get tons of insights that lead to great ides that lead to effective creatives.

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Planning your channel strategy for an upcoming medical conference? Check out this article from Amanda Changuris breaking down volume of conversation on X. ⬇️

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I’m so grateful to work with brands like PilotsFriend West Inc., helping them break into competitive markets and achieve incredible growth. It’s moments like these that fuel my passion for delivering insights that truly make a difference. If you’re ready to take your brand to the next level, check out the full case study. Let’s make your next move the game-changer it deserves to be. #MarketGrowth #ChallengerBrand

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Collectibles? SWAG? Merch? Promo? Call it what you will, but no matter what, we know factually that it works! Exciting news from McDonald's embracing nostalgia with a new collector's meal. Learn more about how successful promotional strategies can leverage nostalgia in this article, and reach out to learn how we can help you to design your next program: [Link to the article] #Collectibles #PromotionalStrategy #Nostalgia #MarketingSuccess

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Please join me on May 2nd at 3pm Learn how you can incorporate generative AI and its applications in healthcare marketing.  In association with the NJ Ad Club we are excited for you to learn from Live Case Studies - Objectives, Tactics & Results.  Explore how generative AI was employed to enhance branding, messaging, and imagery for each client. I hope you can join us! Link to registration in comments. #njadclub #marketing #healthcare #medicaldevice #AI

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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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