Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

As a healthcare marketer, you wear many hats. One is “generate brand awareness.” How and where you choose to elevate your brand — including sponsorships — is a reflection of your organization, your audiences, a strategic analysis of pros and cons, and shifting societal perspectives.

Guns and Walmart were synonymous since its founding. But on the day that shooter killed shoppers in a Texas Walmart, the company’s brand image came into direct conflict with its marketing. And many consumers on social media called for Walmart to stop selling guns.

University Health System in Texas is using provider relationship management software to drive more mammogram screening referrals. The provider secured a 2,000-to-1 return on investment by driving new patients to mammogram screenings using analytics and marketing technology.

For online retailers, few issues are as confusing and cumbersome as understanding sales tax obligations in various states. Most companies either try to find an automated solution or stick their heads in the sand and hope for the best.

More Blogs