Tag: Media Logic

B2B Marketing in April: The Shifts You Need to Know

B2B Marketing in April: The Shifts You Need to Know

April 2025 marked a turning point in B2B marketing. From AI moving beyond the hype to buyers demanding measurable outcomes over flashy features, the conversation shifted toward impact and authenticity. This month’s insights reveal what’s driving real results—and what forward-thinking marketers need to prioritize next.

Smart Choices: How Health Plans Can Use Choice Architecture in Medicare Marketing to Boost Lead Generation and Enrollment

Smart Choices: How Health Plans Can Use Choice Architecture in Medicare Marketing to Boost Lead Generation and Enrollment

When it comes to marketing Medicare Advantage plans, the stakes are high and the decisions are complex. For many older adults, the process of choosing a plan is overwhelming, filled with unfamiliar terminology, multiple plan options and conflicting priorities. That's where choice architecture comes in, a method that helps people make better decisions without taking away their freedom to choose. We walk through the principles payers can apply to simplify the Medicare journey.

Beyond CPM: Why Regional Health Plans Should Rethink ROI

Beyond CPM: Why Regional Health Plans Should Rethink ROI

When it comes to digital advertising, cost-per-thousand impressions (CPM) has long been a fundamental metric for measuring efficiency. But for regional health plans operating in smaller, high-value markets, CPM doesn't always tell the full story—and in many cases, it can actively mislead. Too often, regional health plans try to match the CPM benchmarks of national campaigns—targets that work at scale, but not in smaller, niche markets. That's why it's time to shift the conversation from cost-efficiency to value-efficiency and build media strategies designed for smaller, high-value audiences.