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Geofencing is a location-based advertising tactic that lets marketers reach people near a specific place. It works by creating a virtual boundary around that area and delivering ads when people enter or leave it. Because 90% of U.S. adults own a smartphone, geofencing gives advertisers a practical way to connect digital campaigns to real-world movement. Key takeaways [&hellip...
Paid social media advertising is the use of paid placements on social platforms to reach defined audiences, control distribution, and drive measurable outcomes such as awareness, traffic, leads, or conversions. It matters because it helps brands move beyond limited organic reach and connect spend more directly to audience targeting, campaign performance, and business results. With 5.24 billion active social [&hellip...
Generation X is rapidly becoming the most influential audience in healthcare decision-making. From hospital leadership to family caregiving roles, this group plays a critical role in shaping healthcare choices. When jumping into Gen X marketing in healthcare, organizations must align strategy with that cohort’s expectations: trust, convenience, and practical value. This guide outlines actionable, evidence-based strategies to effectively engage Generation X healthcare [&hellip...
Social media marketing uses social platforms to build visibility, shape brand perception, deepen engagement, and drive business results through organic and paid efforts. Social now shapes discovery, trust, and action at scale, with 84% of U.S. adults on YouTube, 71% on Facebook, 50% on Instagram, and 37% on TikTok. Key takeaways Social media marketing is the broader strategy, while social media advertising refers specifically to paid [&hellip...
Digital display advertising keeps brands visible long after a search ends and before a conversion begins. For marketers, it is a practical way to build awareness, reinforce messaging, and retarget high-value audiences across the digital spaces they already use. Key takeaways Digital display advertising uses paid visual ads across websites, apps, and digital platforms. Common [&hellip...
When teams talk about marketing and advertising, they often blur the two. For this post, marketing means the broader growth strategy across channels such as SEO, organic social, email, content, events, and paid media. Advertising means the paid tactics specifically: paid social, paid search, display, video, audio, sponsorships, and retail media. This article focuses on [&hellip...
Television has not disappeared. It has evolved. As audiences move to streaming, Connected TV (CTV) advertising gives brands a way to reach viewers with high-impact video and more precise targeting and measurement than traditional linear TV. Nielsen reported that streaming accounted for 44.8% of total TV viewing in May 2025, surpassing broadcast and cable combined for the [&hellip...
Sponsored content is paid content created by or for a brand and published to match the style and context of the platform where it appears. Its strength is blending promotion with useful or engaging content in a format that feels more integrated than a traditional ad. Key takeaways Sponsored content is paid content designed to fit the platform where it [&hellip...
If your audience planning still centers mostly on Millennials and Gen Z, you may be underinvesting in one of the most commercially important groups in healthcare: Generation X. Strong Gen X marketing strategies should reflect how this audience actually researches, evaluates, and responds across channels. That distinction matters. Marketing is the full go-to-market approach: audience [&hellip...
Digital advertising refers to paid online channels to promote brands, products, and services across search, social, websites, streaming platforms, and more. What makes it powerful is the ability to reach relevant audiences, optimize campaigns in flight, and clearly measure what is working Key takeaways Digital advertising is paid promotion delivered through online channels. It is one part [&hellip...
Marketing to Generation X can be more difficult than it first appears. In 2026, Generation X is roughly ages 45 to 60, which places this cohort squarely in peak career years, major household decision-making years, and often the busiest life stage for balancing children, aging parents, finances, and health needs. That combination makes Gen X [&hellip...
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