Tag: Marketing Strategy

Building a Winning Strategy for Multi-Location Revenue Growth

Posted on by Elise Stieferman

For multi-location brands, the pressure to deliver immediate results often drives a laser focus on short-term tactics. Marketers are tempted to over-invest in performance media, tightly targeting geofences in hopes of generating a quick influx of foot traffic. While this might temporarily boost numbers, over-reliance on these methods can hinder a multi-location marketing strategy that fosters long-term revenue growth. This “race to the bottom” often results in over-saturating existing customers, creating inefficiencies that stifle expansion and fail to lay the groundwork for sustainable revenue.

The Short-Term Mindset: A Double-Edged Sword

While short-term campaigns can deliver immediate wins, they often sacrifice the broader goals of brand growth and loyalty. Hyper-local geofencing and retargeting strategies may yield quick conversions, particularly for industries like quick-service restaurants, but they aren’t universally effective. For many brands, today’s consumers expect more than convenience—they’re looking for meaningful connections with brands they trust. By focusing solely on transactions, brands risk alienating potential long-term customers who value authenticity and shared values over fleeting discounts or promotions.

Over time, this short-term focus can erode brand equity. As conversion rates decrease and customer fatigue sets in, marketers often find themselves trapped in a cycle of declining efficiency. To escape this, multi-location brands must take a step back and reassess their approach, moving beyond hyper-local tactics to adopt a more balanced, growth-focused strategy.

Building Long-Term Success: It Starts at the Top

To establish a foundation for sustainable growth, multi-location marketing strategies must prioritize brand strength at ideally the national, but at least the regional, level. This begins with reinforcing a compelling brand identity that resonates across all markets. By clearly defining your brand’s core values and unique selling proposition, you create a cohesive narrative that builds trust and loyalty among diverse audiences.

This top-down approach doesn’t mean sacrificing local relevance. Instead, it provides a strong framework that allows individual locations to customize their outreach while remaining aligned with overarching brand goals. A unified brand story ensures customers have a seamless experience no matter where they interact with your business, whether online or in person.

Overcoming Common Challenges with Alignment

Consistency is a frequent stumbling block for multi-location brands. Disjointed messaging or fragmented marketing efforts can confuse customers and weaken trust. To address this, brands need to create a centralized strategy—a “single source of truth” that aligns every touchpoint with the overall brand vision.

This doesn’t mean stripping local managers of their autonomy. Instead, it empowers them with the tools, training, and resources they need to effectively implement marketing strategies. By breaking down silos and fostering collaboration across locations, you can ensure that every aspect of your marketing—content, creative, and media—reinforces a unified, customer-centric story.

Data-Driven Accountability: The Key to Measurable Growth

Establishing a culture of accountability is essential for long-term success. By setting measurable KPIs that tie directly to business goals, you create a clear roadmap for evaluating performance. A well-defined learning agenda—centered on testing, optimizing, and iterating—enables continuous improvement and keeps your strategy adaptable to changing market dynamics.

This data-driven approach eliminates guesswork, replacing outdated assumptions with actionable insights. By measuring both short- and long-term impacts, you can refine your media mix, allocate budgets more effectively, and unlock greater ROI.

Innovate Strategically, Not Recklessly

Innovation is vital, but it must be approached with purpose. Multi-location brands should embrace new ideas and channels that align with their overarching strategy while avoiding shiny-object distractions. For example, experimenting with emerging platforms or technologies can yield valuable insights—if it’s done thoughtfully and with a clear measurement plan in place.

By balancing creativity with scalability, brands can foster innovation without losing sight of their core mission. 

Strengthen Local Connections

While brand-level strategies provide the foundation, localized marketing brings the vision to life. Engaging directly with the community—through accurate business listings, active review management, and participation in local events—fosters meaningful relationships that build loyalty and trust.

Customers value brands that feel personal and accessible. By combining high-level strategy with genuine local outreach, multi-location businesses can enhance their relevance and deepen connections with their target audience.

Partner for Success: The Value of Expert Guidance

Navigating the complexities of multi-location marketing requires a partner who understands both the big picture and the local nuances. An experienced agency can provide invaluable guidance, helping you set clear objectives, develop a data-driven strategy, and align media efforts across regions.

In today’s fast-paced market, agility is non-negotiable. From shifting consumer preferences to unexpected competitive pressures, the ability to pivot quickly ensures your brand remains relevant and resilient. An agile marketing partner allows you to respond effectively to challenges while capitalizing on emerging opportunities.

The right agency doesn’t just execute campaigns—they become an extension of your team, bringing expertise in everything from data analytics to creative storytelling. By fostering collaboration between corporate teams and local managers, you ensure everyone is aligned, invested, and equipped to drive impactful results.

 

Moderna’s Influencer Strategy: Redefining Healthcare Marketing Success

Posted on by Coegi

Overcoming Challenges in Healthcare Marketing: Moderna’s Pandemic Response

In 2023, as the world continued to navigate the lingering challenges of the COVID-19 pandemic, widespread COVID fatigue set in, with many people growing weary of and resistant to pandemic-related discussions. This shift, compounded by intense competition in the healthcare and pharmaceutical space from a well-funded rival, presented a significant challenge for Moderna as it sought to promote its groundbreaking vaccine, Spikevax, and boost vaccination rates – especially among high-risk individuals.

To navigate these challenges and outpace the competition, Moderna partnered with Coegi, combining their cutting-edge healthcare solutions with our innovative, influencer-driven marketing strategies, tailored for the healthcare industry.

Crafting a Community-Centric Strategy for Healthcare Engagement

Recognizing the critical importance of authenticity and relevance in the healthcare and pharma space, we crafted a strategy that went beyond traditional, promotional messaging. Our approach was centered on connecting with communities to build trust and empower our audience to make Spikevax a routine choice in preventive healthcare. We did this by engaging with influencers who were not just voices, but vital members of the communities we wished to reach.

Leveraging Influencers to Transform Healthcare Marketing Campaigns

Our agency team worked closely with the client to identify the right mix of 150 creators, each representing one of our purposeful persona communities. These collaborations helped us establish the #SpikevaxPartner Community, a groundbreaking healthcare influencer marketing campaign that effectively utilized nano and micro-influencers, setting a new standard in pharma marketing. By leveraging unique personas that resonated with Moderna’s distinct micro-communities, we delivered messages that were more than just heard – they were deeply felt, creating meaningful connections with our audience. We also amplified the strongest content on paid media channels to extend the impact of the authentic Spikevax messaging.

Data-Driven Optimizations: Measuring Success in Healthcare Campaigns

We implemented a comprehensive measurement strategy to assess the quality and impact of our media beyond standard platform metrics, enabling real-time optimizations. We utilized Attention Unit Scoring to gauge the lift in audience attention our content drove and script lift analysis to correlate vaccinations with exposure to influencer media. Additionally, we paired this with audience analysis of emotional response to and intensity perception of the content to predict long-term brand growth and short-term sales effects.

Setting New Benchmarks in Healthcare Marketing Results

The #SpikexaxPartner community led to significant increases in brand awareness, market share, and public engagement, including:

  • Helping drive nearly 24% of all US vaccine conversions
  • Delivering over 503 million impressions across organic and paid channels that surpassed the attention score benchmark by 9%
  • Surpassing engagement rate goals by 484% while also driving nearly 72,000 Spikevax page visits
  • And most notably, driving strong business impact with Spikevax’s market share increasing 23% YoY

Leading the Future of Healthcare Communication Through Innovation

Our innovative approach and strategic partnerships paved the path for new standards in health and community-based communication. Visit coegipartners.com or follow us on our social channels to learn how our breakthrough solutions can benefit your brand. 

Navigating Q4 Advertising Challenges in an Election Year: A Strategic Guide for Marketing Decision Makers

Posted on by Coegi

Navigating Q4 Advertising Challenges in an Election Year: A Strategic Guide for Marketing Decision Makers

As Q4 approaches, marketing teams must act swiftly to prepare for one of the most challenging periods of the year. This quarter, already notorious for increased competition and rising advertising costs, is further complicated by the pressures of an election year. Early preparation and proactive conversations with clients and partners are essential to secure the necessary resources and ensure your campaigns stand out in a cluttered marketplace. Without taking these steps, you risk being outpaced by competitors and missing key opportunities. To help you navigate these complexities and execute a successful Q4 advertising strategy, we’ve compiled expert insights across our departments at Coegi.

Challenge 1: Increased Ad Costs and Cluttered Marketplace

In Q4, advertising costs typically soar, driven by heightened demand from brands eager to capture consumer attention during the holiday season. The upcoming election amplifies this pressure, as political campaigns flood ad spaces, making it even more challenging for brands to make an impact.

Our Advice:

  • Use Historical Data Wisely: While it’s essential to look at past performance to set benchmarks, data from previous years might not fully capture the dynamics of an election year. Instead, refer to 2020 data where possible, and adjust for inflation to set more accurate expectations. This approach will help you budget effectively without underestimating the cost surges.
  • Tailored Creativity: The marketplace will be cluttered with ads, both commercial and political. To cut through the noise, it’s crucial to tailor your creative assets to resonate with your target audience. Personalization and relevance are key—ensure that your messaging is sharp and speaks directly to the consumer’s needs and desires at this time of year.
  • Fraud Prevention: The political season is often associated with increased ad fraud. To protect your budget and ensure that your ads reach genuine audiences, implementing robust fraud prevention measures is essential. Without these precautions, your ad spend could be wasted on fraudulent traffic, reducing the overall effectiveness of your campaigns.

Challenge 2: Inventory Shortages and Early Sell-Outs

One of the most pressing issues during Q4, especially in an election year, is the early sell-out of premium ad inventory. With brands and political campaigns vying for the same spaces, securing inventory becomes increasingly difficult.

Our Advice:

  • Secure Inventory Early: To avoid missing out on critical ad placements, start negotiating direct partnerships and Private Marketplace (PMP) or Programmatic Guaranteed (PG) deals as early as possible. These agreements can provide you with the premium inventory you need while reducing the risk of being edged out by competitors. Early action is your best defense against the last-minute scrambles that can lead to missed opportunities.

Challenge 3: Managing Increased Workload and Risk of Errors

The fast-paced nature of Q4 often leads to increased workloads for marketing teams. With so much at stake, the risk of human errors—whether in campaign execution, budgeting, or creative adjustments—can escalate.

Our Advice:

  • Leverage Project Management: Effective project management is critical during this hectic period. Our operations team emphasizes the importance of identifying potential bottlenecks and managing individual workloads to prevent burnout and mistakes. Project managers should keep a close eye on timelines and ensure that tasks are distributed evenly across the team. By maintaining a clear view of everyone’s workload, you can mitigate risks and keep campaigns running smoothly.
  • Implement Automation: Automation tools are indispensable for managing time-sensitive tasks efficiently. Whether it’s setting up automated creative swaps or using platform rules to schedule out rapid changes, these technologies can save precious time and reduce the stress of manual updates. By automating repetitive tasks, your team can focus on strategic decision-making, ensuring that your campaigns remain agile and responsive throughout the quarter.
  • Focus on Value: When the pressure is on and you’re unsure where to begin, always start with the task that will deliver the most value. It’s easy to get caught up in trying to complete everything to perfection, but this mindset can lead to paralysis. Remember, progress is more important than perfection. By prioritizing high-impact tasks, you can keep your team moving forward without getting bogged down in the details.

Conclusion

Q4 presents a unique set of challenges, especially during an election year. However, by understanding these obstacles and preparing accordingly, marketing decision-makers can turn potential pitfalls into opportunities for success. From anticipating higher ad costs and inventory shortages to managing workloads, preventing ad fraud, and leveraging automation, the strategies outlined above will help your brand navigate the complexities of Q4 with confidence. By adopting these insights, you’ll not only survive but thrive during this critical period, ensuring that your marketing strategy is both effective and resilient.

For personalized advice tailored to your brand’s specific needs, don’t hesitate to reach out to our team for a consultation. Let’s work together to make this Q4 your most successful yet.

 

Social: 

Social Media Strategy for Q4: Creating Opportunities for High Engagement

Key Changes to Anticipate in Q4:

  • Rising Ad Costs: Expect significant increases in CPM, CPA, and CPC metrics due to heightened competition and end-of-year spending. Many businesses push to allocate remaining budgets, driving up costs across social platforms.
  • Increased Engagement Rates: The holiday season often sees a spike in social activity as consumers engage in online shopping, connect with loved ones, and participate in festive events.

Tips for Managing Q4 Social Media Strategy:

  1. Early Planning: Start your campaigns early to secure ad space before costs rise further. Early preparation can help you lock in more favorable rates and ensure your content is ready to go live when needed.
  2. Continuous Optimization: Regularly optimize your campaigns to maximize ROI. Keep a close eye on performance metrics and be ready to make adjustments as necessary.
  3. Budget Allocation: Allocate a larger portion of your advertising budget to Q4 to accommodate the expected cost increases. Proper budgeting is crucial for staying competitive.
  4. Content Strategy:
    • Seasonality & Relevant Messaging: Tailor your content to reflect the season and resonate with your audience. Utilize holidays or cultural events to create a personal connection with users, increasing the likelihood of engagement.
    • User Experience: Make your call-to-action (CTA) clear and prominent, ideally within the first few seconds of a video ad. Ensure the user experience is seamless and intuitive.
    • Leverage AI: Utilize platform algorithms and AI capabilities to precisely target your audience. Stay ahead by testing and adopting new features, such as Meta’s Advantage+ tools, to improve your KPIs.
    • Genuine Imagery: Incorporate user-generated content and influencer partnerships to create authentic connections with your audience. Genuine content is more likely to stand out and resonate.
    • Diverse Ad Types: Use a variety of ad formats to capture your audience’s attention. Offering multiple content types increases your chances of engagement.

Search: 

Q4 Search Strategy: Navigating Industry-Specific Trends

As we approach Q4, the search landscape becomes increasingly competitive, with trends varying significantly across different industries. Here’s what to consider when planning your search campaigns:

Anticipated CPC Trends:

  • Industry Variance: CPC trends differ widely depending on the industry. For retail, expect a surge in CPCs as competition intensifies around key dates like Thanksgiving and Black Friday. Retailers often increase their budgets to capture year-end spending, driving up auction prices. Conversely, industries like financial services may experience a drop in search activity during the same period, potentially leading to lower CPCs.
  • Demand-Based Channels: Search advertising is heavily influenced by consumer demand. As inflation rises and economic pressures increase, consumers may be less likely to search for high-cost or luxury items, leading to fluctuations in CPCs. The demand-based nature of search advertising means that CPCs can vary significantly depending on how willing consumers are to make purchases during this time.
  • Google’s Role: There’s ongoing concern among advertisers that Google might be artificially inflating auction prices, contributing to CPC increases. While it’s difficult to pinpoint the exact impact, this is a factor worth monitoring.

Best Practices for Q4 Search Campaigns:

  1. Ad Copy and Keyword Adjustments:
    • Seasonal Promotions: Adjust your ad copy to reflect seasonal deals and promotions, especially around key shopping events like Black Friday. Incorporating keywords related to sales and promotions can help capture more traffic.
    • Action-Oriented Messaging: As search terms become more intent-based towards the end of the year, ensure your ad copy includes strong calls to action that align with consumer purchasing behavior. Refresh your ad copy to reflect holiday themes and urgent calls to action. Highlight promotions, limited-time offers, and unique selling points to stand out in search results.
    • Ad Extensions: Utilize all relevant ad extensions, such as sitelinks, callouts, and structured snippets, to provide additional information and increase your ad’s visibility and click-through rate.
  2. Budget Allocation:
    • Flexible Budgeting: Expect higher CPCs, especially in industries where competition peaks in Q4. Allocate your budget accordingly, ensuring you can compete effectively during high-demand periods.
    • Industry-Specific Strategies: Tailor your budget and bidding strategies based on industry trends. For example, healthcare might see an uptick in competition as insurance companies ramp up their Q4 campaigns.
  3. Keyword Strategy:
    • Focus on High-Intent Keywords: Prioritize keywords that indicate strong purchase intent, particularly those related to holiday shopping and seasonal events. This will help capture consumers who are closer to making a purchase. Consider increasing your budget for branded keywords as competition rises.
    • Negative Keywords: Use negative keywords strategically to filter out irrelevant traffic and reduce wasted spend. This is especially important during high-competition periods to ensure your budget is used efficiently.

Programmatic: 

Programmatic Strategy for Q4: Optimizing for a High-Competition Landscape

Key Changes to Anticipate in Q4:

  • Increased Costs: The competition for ad inventory intensifies, leading to higher CPCs and CPAs due to increased demand. 
  • Shift in Consumer Behavior: Consumers are actively searching for holiday deals and making purchase decisions, which means higher intent traffic but also requires more sophisticated targeting and messaging.

Tips for Managing Q4 Search Strategy:

  1. Budget and Bidding Adjustments:
    • Flexible Bidding: Implement flexible bidding strategies to adapt to real-time changes in the competitive landscape. Utilize automated bidding tools to maximize efficiency and ensure your ads appear in high impact when it matters most.
    • Budget Allocation: Allocate more budget to high-performing, high-precision targeting segments and adjust your spend throughout the quarter based on performance data. Also consider exploring emerging channels and tactics where there may be a higher volume of whitespace.
  2. Planning for the Political Season:
    • Inventory Scarcity: Be prepared for potential inventory shortages and increased costs due to political campaigns. Adjust your bids and targeting to avoid overspending during peak political ad periods.
    • Geographic Targeting: Fine-tune your geo-targeting to focus on areas less impacted by political ad spend. This can help maintain efficiency and reduce competition for your target audience.
  3. Monitoring Market Dynamics:
    • Inflationary Pressures: Keep an eye on how economic factors like inflation are impacting consumer behavior. In markets where consumers are less willing to spend, you might see reduced competition and potentially lower CPCs, which could present an opportunity to adjust your strategy.
  4. Post-Holiday Analysis:
    • Data-Driven Insights: After Q4, conduct a thorough analysis of your programmatic campaigns to identify key trends and insights. Use this data to refine your strategy for the upcoming year, ensuring continuous improvement and optimization.

Ethical AI and Data Privacy: The Cornerstone of Modern Marketing

Posted on by Coegi

Tenured marketing leaders have witnessed firsthand the transformative power of AI in our industry. AI has revolutionized how brands understand and engage with their customers. From predictive analytics to personalized content creation, the possibilities are endless. However, with great power comes great responsibility. It’s critical to proactively integrate ethical AI practices and data privacy compliance into the core of your marketing operations to ensure you are maximizing the technology while minimizing the risk involved.

Our Three-Pillar Approach: Privacy, Security, and Transparency

At our agency, instituting ethical AI practices and compliance with data privacy regulations is integral to all our AI-driven initiatives. We recognize that as technology advances, so must our commitment to responsible use. Our approach is built on three key pillars: Privacy, Security, and Transparency.

Privacy: The Foundation of Trust

We begin by assessing and classifying all data and documents according to their sensitivity level. This allows us to implement the Principle of Least Privilege, ensuring that staff members only have access to the data necessary for their specific roles and responsibilities. By limiting access, we minimize the risk of unauthorized data exposure or misuse.

This granular approach to data management not only protects our customers but also streamlines our operations. It allows us to maintain the delicate balance between leveraging data for insights and respecting individual privacy.

Security: Extending Best Practices to AI

We’ve taken the robust IT principles and SOC 2 compliance standards typically applied to traditional data systems and extended them to our work with generative AI. This includes:

  • Authorized Access Requirements: We have stringent protocols in place to determine who can access AI systems and for what purposes, reducing the risk of misuse.
  • User Authentication: Multi-factor authentication and regular credential updates are mandatory to verify the identity of users interacting with our AI systems.
  • Data Loss Prevention & Encryption Standards: We employ robust encryption for data both at rest and in transit. Our data loss prevention strategies ensure that sensitive information cannot be accidentally or maliciously exported from our systems.

By applying these enterprise-grade security measures to our AI operations, we’re creating a secure environment that fosters innovation while protecting sensitive information.

Transparency: Building Trust Through Openness

We believe in being open about our use of AI. This means communicating to clients and stakeholders about where and how AI is used in our processes. We also ensure that AI-generated content is distinguishable, maintaining the authenticity of human creativity where it matters most.

This transparency not only builds trust with our customers but also helps us stay accountable to our ethical standards.

Evolving with the Landscape

Our ethical AI framework is not static; it evolves with the technology and regulatory landscape. We regularly review and update our policies to align with the latest developments in data protection laws such as GDPR, CCPA, and others relevant to our international operations.

Beyond policies and frameworks, we invest in ongoing training for our team to ensure everyone understands the importance of data privacy and the ethical implications of AI. This cultivates a culture where responsible AI use is not just a policy, but a shared value.

The Future of Ethical AI in Marketing

As we look to the future, it’s clear that the successful marketers will be those who can harness the power of AI while maintaining the highest ethical standards. By prioritizing privacy, security, and transparency, we’re not just complying with regulations – we’re building a foundation of trust that will drive long-term success in the AI-driven marketing landscape.

The path forward requires constant vigilance, adaptation, and a commitment to ethical practices. But for those willing to invest in responsible AI use, the rewards – in terms of customer trust, brand reputation, and innovative capabilities – are well worth the effort.

The Social Commerce Revolution – Building Unbreakable Loyalty Loops

Posted on by Stephanie Dwyer

It’s clear that the social commerce revolution is more than just a trend – it’s a fundamental shift in how consumers discover, engage with, and purchase products. Building on the foundation laid out in our previous article on social commerce strategy, we’ll explore how brands can leverage this shift to create unbreakable loyalty loops and thrive in this digital-first landscape.

The Psychology of Social Shopping:

Understanding the psychological principles underlying social commerce is crucial for brands looking to succeed in this space. Social shopping tools capitalize on cognitive biases and heuristic thinking, leveraging principles such as:

  • Follow the Crowd: Utilizing social proof through features like pick lists and popularity lists.
  • Follow the Leader: Leveraging expert opinions and trusted referrals.
  • Follow Those You Like: Tapping into people’s tendency to emulate those they admire through content like influencer partnerships.

From Convenience to Community:

Social commerce initially focused primarily on convenience and tapping into unplanned discovery moments. It has since evolved into a powerful tool for building lasting relationships. In today’s social commerce environment, create shoppable communities that foster and grow shared values and experiences to ensure success.

The Power of Authenticity and Social Capital:

At the heart of a successful social commerce strategy is the cultivation of social capital within online brand communities. By prioritizing authenticity, brands can transform loyal customers into powerful advocates. This shift from transactional to meaningful relationships is crucial, as the power of authenticity significantly impacts a brand’s community-building efforts and, consequently, its revenue.

Driving Emotional Connections:

To build unbreakable loyalty loops, brands must focus on driving emotional connections with consumers through a strong digital presence. This involves leveraging user-generated content, implementing growth loops through cross-selling and upselling, and embracing community-led growth strategies. In return, brands gain unprecedented access to their perception, image, and data, yielding more effective marketing strategies.

Adapting to a Dynamic Landscape:

The social commerce ecosystem is subject to rapid change influenced by geopolitical tensions, economic shifts, and evolving consumer preferences. To remain resilient, brands must embrace scenario planning and develop adaptive loyalty loop strategies. Marketers can employ tools like predictive intelligence and behavioral econometric models to decode online chatter and adjust marketing approaches in real-time.

Expanding Beyond Social Media:

While social media platforms remain at the forefront of social commerce, the landscape is expanding. Subscription Video on Demand (SVOD) services, video game companies, and metaverse developers are entering the space, looking to the success of social shopping as a blueprint for their growth efforts. The key principles of algorithmic targeting, trusted intermediaries, and frictionless purchasing remain crucial across these new frontiers.

Executing Shoppable Strategies for Unbreakable Loyalty

As the social commerce landscape continues to evolve, brands need a partner who can help them navigate this complex ecosystem and execute effective marketing strategies. This is where Coegi comes in. 

Our expertise can help you:

  1. Develop a Holistic Social Commerce Strategy: We’ll work with you to create a comprehensive strategy that aligns with your brand values and resonates with your target audience. This includes identifying the right platforms, content types, and influencer partnerships to maximize your social commerce potential.
  2. Build and Optimize Virtual Storefronts: Our team can help you establish and refine your presence across various online marketplaces and social platforms. We’ll ensure your virtual storefronts are not only functional but also visually appealing and on-brand.
  3. Create Engaging, Shoppable Content: We’ll assist in developing natively social, shoppable content that seamlessly integrates into your customers’ social media experiences. This includes strategies for repurposing user-generated content and leveraging micro-influencers for authentic brand promotion.
  4. Implement Advanced Analytics and Predictive Intelligence: Our data-driven approach will help you interpret online community chatter, identify receptive audiences, and adjust your strategies in real-time. We’ll set up robust analytics systems to track performance and provide actionable insights.
  5. Develop Adaptive Loyalty Loop Strategies: We’ll help you create flexible, scenario-based strategies that can withstand market changes and evolving consumer preferences. Our goal is to build resilient loyalty loops that continue to drive engagement and sales, regardless of external factors.
  6. Facilitate Seamless Integration: For clients with existing e-commerce operations, we’ll ensure smooth integration of social commerce elements into your current systems, creating a cohesive omnichannel experience for your customers.
  7. Training and Support: We’ll provide your team with the necessary training and ongoing support to effectively manage and grow your social commerce presence.

Transform your social commerce game and win the hearts (and wallets) of your audience. Are you ready to build unbreakable loyalty loops for your brand? Let’s partner together and unlock your full potential in the social commerce era.

Embracing Value-Based Care: How a Brand Ecosystems Can Revolutionize Healthcare Marketing

Posted on by Coegi

Originally published in Healthcare Business Today

In a post-pandemic world, the healthcare landscape is evolving faster than ever. Amidst this swift evolution, the buzz around value-based care (VBC) presents a significant shift from the traditional fee-for-service model. As healthcare marketers, understanding and navigating this transformation is paramount. But how can brands effectively integrate into value-based healthcare models? The answer lies in building a robust brand ecosystem rather than relying solely on individual campaigns.

Understanding Value-Based Care and Its Implications

Value-based care focuses on delivering quality outcomes for patients rather than merely increasing the volume of services. This model incentivizes healthcare providers based on patient health outcomes, promoting efficiency and quality over quantity. VBC is fundamentally about focusing on outcomes for the individual patient, emphasizing quality over volume.

However, the transition to VBC is complex and fraught with challenges. The healthcare sector must address diverse payer requirements, health equity issues, and the unique value perceptions of various stakeholders, including patients, healthcare providers (HCPs), and payers. This shift is incredibly complicated and difficult to execute, requiring brands to understand the multifaceted definition of value to connect effectively with their audience.

The Power of a Brand Ecosystem in Healthcare Marketing

So, what exactly is a brand ecosystem, and why is it crucial for healthcare brands in a VBC environment? A brand ecosystem is a network of digital touchpoints designed to engage and communicate with audiences in a personalized, cohesive manner. Unlike a traditional campaign that delivers a single, linear message, a brand ecosystem provides a multifaceted approach, fostering deeper connections and engagement.

A brand ecosystem is essentially a combination of digital touch points designed to communicate effectively with its audience. It’s not a linear funnel but instead a holistic experience tailored to individual needs. This approach is particularly effective in healthcare marketing, where the definition of value can vary significantly across different audience segments.

Maximizing Value-Based Marketing through a Brand Ecosystem

Understanding and Communicating Value

For healthcare brands, success in a VBC model hinges on understanding and articulating value to both consumers and HCPs. Brands must take the time to define what value means for each audience segment. This involves creating tailored messages and resources that resonate with patients’ and HCPs’ unique needs.

Brands need to create unique ecosystems tailored to patient and healthcare provider audiences. Each ecosystem must reflect the distinct values and needs of its audience. This personalized approach ensures that the brand’s value proposition is clear, compelling, and relevant.

Supporting the Value-Based Care Model

Brands can play a pivotal role in supporting the VBC model by providing resources that help HCPs deliver quality care. This could involve offering educational materials, tools for patient engagement, or technologies that enhance treatment outcomes. By alleviating some of the pressures on HCPs, brands can build stronger, more supportive relationships.

Under a value-based care model, brands have the best opportunity to thrive by supporting HCPs with the necessary resources to drive patient outcomes. This support not only strengthens brand-HCP relationships but also reinforces the brand’s commitment to quality care.

Engaging Patients through Active Communication

Effective patient communication is essential in a VBC model. Brands must prioritize patient education, particularly around preventative health measures, to ensure better health outcomes. This proactive approach helps patients take an active role in their health, aligning with the core principles of VBC.

Patient education and preventative health will take a front seat under a value-based care model. Brands can enhance their value by focusing on these areas, ensuring better patient outcomes.

Not a Funnel, Not Singular: Embracing the Brand Ecosystem

The dynamic nature of value-based marketing demands a shift from traditional campaign strategies to a more integrated brand ecosystem. An ecosystem approach opens up more scale and engagement opportunities, understanding the uniqueness of each audience’s definition of value. By adopting this strategy, healthcare brands can better navigate the complexities of VBC and position themselves for long-term success.

Conclusion

Whether value-based care is fully adopted or not, the opportunity for healthcare brands to enhance their value proposition remains significant. By understanding and embracing the principles of a brand ecosystem, brands can break through the complexities of healthcare marketing and set themselves up for success.

At Coegi, we specialize in helping healthcare brands navigate this transformation. Contact us today for a consult and learn how we can support your journey towards a more integrated, value-focused marketing strategy.

The Balancing Act: Short-Term Wins and Long-Term Growth in Healthcare Marketing

Posted on by Cameron Reese

Leaders in the healthcare industry understand the unique challenges of marketing to consumers and HCPs in this space. Unlike promoting a new phone or pair of shoes, healthcare decisions are often complex and involve building trust. This blog dives into the crucial balance between achieving short-term wins and fostering long-term growth for your healthcare brand.

Short-Term Gains: Measurable Impact, Immediate Results

Short-term marketing strategies deliver a quick and measurable impact. Think campaigns promoting flu vaccinations or driving traffic to a website for a new medication launch. Here, success is measured by:

  • Media metrics: Engagement rate, site traffic, click-through rate
  • Business metrics: Sales lift, return on investment (ROI)
  • Advanced measurement: Attention unit scores (measures ad effectiveness), vaccine lift studies (tracks vaccination rates post-campaign)

These strategies are ideal for capitalizing on seasonal trends or generating immediate interest in a new product.

Long-Term Vision: Building Trust and Brand Loyalty

Long-term marketing focuses on cultivating trust and brand loyalty. It positions your brand as a reliable resource, a trusted partner on a patient’s healthcare journey. This translates to:

  • Brand metrics: Brand awareness, brand preference, customer satisfaction
  • Sales & Vaccine Lift Studies: Can also be applicable to long-term success such as share of mind and market share.

Educational content, patient testimonials, and community outreach programs all contribute to long-term success. Imagine a healthcare provider consistently offering informative webinars on various health topics. This establishes them as a trusted resource, influencing patients to choose them for future needs.

The Art of Balance: Aligning Strategies for Sustainable Growth

Focusing solely on short-term gains can negatively impact long-term brand building. While short-term metrics can provide valuable insights and some immediate sense of satisfaction, over-reliance on them can lead to overlooking the bigger business  picture. Here’s how to strike the perfect balance:

  • Identify short-term metrics that predict long-term success. High engagement with educational content could indicate potential brand preference.
  • Maintain a cohesive brand voice across all marketing efforts. This ensures a consistent patient experience, regardless of the short-term or long-term marketing touchpoint.
  • Embrace innovation in activation and measurement. Utilize advanced tools like attention unit metrics and influencer marketing to gain deeper insights and reach your target audience with authenticity.

Conclusion: A Winning Formula for Healthcare Marketing Success

By understanding the nuances of both short-term and long-term growth in healthcare marketing, brands can achieve sustainable growth. Healthcare is a personal journey for everyone, and it can not be a one size fits all approach. In order to deploy an effective long term marketing strategy, brands need to be in tune with who their target audience is, and how they like to be spoken to. By implementing a balanced approach that prioritizes immediate results while fostering long-term trust, healthcare CMOs can build brands that resonate with patients HCPs alike and position themselves for lasting success.

MediaPost – Infusing Innovation to Keep Your Marketing Cutting Edge

Posted on by Coegi

Explore the necessity of embracing innovation through new technologies, leveraging data-driven insights, and maintaining a consumer-first approach to thrive in the competitive marketing landscape. It highlights using data to adapt to market shifts and improve ROI, utilizing AI to enhance efficiency and tailor client-centric solutions, and stresses the importance of proactive planning for future trends and technologies. The piece advocates for continuous learning and agile, innovative testing to maintain a competitive edge. – click to read the full article now.

View the article

How We Incorporate Innovation Into Our Clients’ Work

Posted on by Savannah Westbrock

At Coegi, innovation shapes every project we undertake, driving us to not just create new ideas but to also transform these ideas into valuable, tangible solutions for our clients. This approach to innovation— both the creation of fresh concepts and their successful application—is fundamental to our work. We advocate for a subtractive mindset alongside traditional “out-of-the-box” thinking, encouraging our team to enhance efficiency by removing unnecessary elements. 

Our approach emphasizes a culture where innovation means both introducing new ideas and thoughtfully streamlining, ensuring our solutions are both creative and efficient. By adopting this dual approach, we offer unique strategies that aren’t innovative for the sake of innovation, but are grounded in measurement to help global brands reach their business goals. 

Our Innovative Approach: Strategy + Culture

Our innovative approach is twofold, deeply intertwining agile methodologies with a robust cultural commitment to innovation to create dynamic, data-driven media strategies. This combination allows us to quickly develop, test and learn, and refine ideas, ensuring our campaigns effectively meet the rapidly changing needs of our clients. 

Our people and experiences have positioned us as trusted guides for global brands and agencies navigating the complexities of the media industry. We tackle major industry challenges head-on, from consumer privacy and advertising regulations to the integration of sustainability in ad tech and the deployment of AI tools. Our approachable leadership plays a pivotal role in breaking down silos, enabling seamless collaboration across departments and ensuring that innovation is a collective ambition.

Ultimately, fostering an innovation mindset has allowed us to transform innovation from a specialized discipline into a fundamental aspect of our organization. This equips us to not only address the immediate challenges of today’s media landscape, but also sets the foundation for enduring success and adaptability in an ever-changing industry.

Showcasing Innovation: Case Studies and Business Impact

Our success stories highlight how we creatively solve challenges with our clients, focusing on the teamwork and strategies that lead to innovative outcomes.

One standout example involves Coegi increasing vaccine consideration by 28% and driving an 88% lift in vaccine discussions for Moderna’s COVID-19 booster among multicultural consumers. By identifying a significant Spanish-speaking target demographic, Coegi crafted a campaign that leveraged authentic storytelling through micro and nano influencers, an approach that was largely underutilized for the pharmaceutical industry. These influencers, ranging from healthcare professionals to lifestyle bloggers, created relatable content in Spanish, addressing key questions about COVID-19 vaccination and establishing trust in Moderna’s product.

Another example highlights our work with a tourism client seeking to innovate around safety during the pandemic. Understanding the need to reassure travelers and promote safe travel experiences, we implemented a scoring model that assessed and communicated safety measures effectively. This initiative not only helped in restoring traveler confidence but also in promoting responsible tourism advertising practices during challenging times. 

The impact of our work is seen through our clients:

  • Our solutions are implemented with agility and a keen problem-solving approach, demonstrating our ability to navigate and overcome obstacles effectively.
  • Positive outcomes from these projects include both quantitative and qualitative business results.
  • These cases underscore our commitment to leveraging innovation for continuous improvement and client success.

 

The Future of Innovation in Our Workspace

Fostering a culture of innovation has been instrumental to our success thus far. As we look ahead to the future of innovation within Coegi’s workspace, it’s clear that the journey we’ve embarked upon is set to deepen and diversify. The essence of innovation, after all, is not just in conceiving new ideas but in effectively bringing them to life to solve real-world challenges. 

To streamline our focus and maximize our impact, we’re honing in on four key areas:

  • Investing in emerging technologies: Staying at the forefront of technological advancements to ensure our solutions remain innovative and relevant for our clients.
  • Fostering continuous learning: Creating opportunities for our team to grow their skills and knowledge, keeping us agile and informed.
  • Building strategic partnerships: Collaborating with a diverse range of agency and publisher partners to expand our perspectives and capabilities.
  • Exploring sustainability: Integrating eco-friendly practices into our projects, aligning with our commitment to making a positive impact on the world.

As we move forward, our vision for the future of innovation in our workspace is not just about maintaining our trajectory but about setting new benchmarks for what we can achieve. By focusing on these strategic areas, we aim to not only continue solving complex challenges for our clients but also to contribute positively to the broader industry and society. Innovation will always remain a journey—a path we navigate with purpose, determination, and an unwavering focus on creating value that transcends the ordinary.

 

5 Steps to Building a Stronger Customer Engagement Strategy Using Digital Marketing

Posted on by Coegi

Run-of-the-mill approaches to grabbing attention are no longer sufficient to win with today’s customers. Brand success depends on our ability to engage with our audience on a personal level, captivating them through unique and/or convenient offerings, and converting this brand preference into tangible outcomes within customer engagement. 

With Twilio’s 2023 The State of Customer Engagement Report showing 66% of consumers leaving brands that lack personalization, it’s clear that tailored experiences are essential to meet individual customer needs and sustain strong relationships.

Four Core Channels for Engaging Customers

To adeptly maneuver within this setting, there are four key areas to master:

  1. Social Media Engagement: Examine the entire landscape to select platforms that resonate strongly with your target audience, focusing on where engagement levels are highest. Experiment with different advertising tactics to discover which types of content generate the most interaction. It’s crucial to maintain a consistent approach across both paid and organic content, ensuring close collaboration throughout the process.
  2. Programmatic Demand-Side Platforms: The use of programmatic buying strategies on DSPs will optimize your digital advertising by placing ads in the most impactful locations across the internet. Focus on targeting the high-precision audience effectively and at the right moments to increase relevance and drive success from your campaigns.
  3. Search Marketing: To enhance customer engagement through search marketing, seamlessly blend targeted keyword optimization and dynamic content strategies across digital channels. By crafting compelling, SEO-optimized ad copy and content tailored to audience preferences, you can maximize outcomes on this performance-driven channel.. 
  4. Content Marketing: Consistently produce and share content that not only educates and entertains, but also addresses the audience’s needs and preferences. Diversify content formats across paid advertisements, social media posts, and organic blog content to capture a wider audience and foster interaction. Continuously analyze engagement metrics to refine your content strategy for better results.

The key to all of this – personalization. Utilize analytics tools, your CRM software, and/or dynamic creative optimization technology to create highly personalized experiences for their customers. This approach not only increases engagement, but also customer satisfaction and loyalty.

Implementing an Integrated Engagement Strategy

Mastering customer engagement requires weaving these tactics into a unified brand strategy. With 86% of consumers indicating that personalized experiences boost their brand loyalty, creating a marketing ecosystem can substantiate the importance of personalized engagement in enhancing customer loyalty. A well-integrated marketing ecosystem not only aligns with customer preferences for personalization but also strengthens brand loyalty by delivering cohesive and relevant experiences at every interaction.

Here are five essential next steps to transform your approach and achieve unparalleled success in customer engagement.

  1. Audit and map the customer journey: Begin by thoroughly reviewing your current customer journey to identify critical decision-making touchpoints. This will help in pinpointing where improvements or integrations can be made to enhance the overall experience.
  2. Define objectives and select tools: Clearly outline your engagement goals and choose digital marketing tactics that align with these objectives, ensuring they can work together seamlessly across channels.
  3. Develop a unified content plan: Create a cohesive plan that encompasses content marketing, social media engagement, email segmentation, and loyalty programs, ensuring each element supports the others for a unified customer experience.
  4. Analyze performance and gather feedback: Regularly monitor the effectiveness of your engagement strategies through metrics and customer feedback, using these insights to continuously refine your approach.
  5. Iterate and optimize strategically: Treat your engagement strategy as a work in progress, ready to be adjusted based on performance data and shifting customer needs, to maintain relevance and effectiveness over time.

Sealing the Deal

Mastering customer engagement in the digital age requires a strategic useof personalization, making the consumer feel that everything that they are seeing is relevant while still scaling across your audience. By harnessing the power of innovative digital marketing tools, businesses can create engaging, personalized experiences that resonate with customers and drive loyalty and growth. As you evaluate your current engagement strategies, consider how integrating these tactics can elevate your customer interactions and set your brand apart in a crowded digital landscape. Encourage your team to embrace these changes, leveraging the insights and tools available to create meaningful connections with your audience.

Let's work together

We’re passionate about the power of strategy, content, technology and creativity to reach your most valuable audiences. Sound like a match? Reach out to get started.

Coegi Partners

/ Contact - usa

Tell us about your project

Are you interested in gaining the latest marketing insights through Coegi’s newsletter, The Loop?
This field is for validation purposes and should be left unchanged.

Coegi Partners
Skip to content