B&Y Insights

As more users turn to answer engines like ChatGPT, Perplexity AI, Microsoft Copilot and similar tools for answers to their queries, it will become increasingly important for your business to show up as the expert in your industry on these platforms. Just like optimizing for search engines, to establish your expertise on answer engines, you need to optimize your content to be read and served up by them. This is called answer engine optimization or AEO.

Everyone knows the importance of search engine optimization (SEO), but have you heard of answer engine optimization (AEO)? Let’s take a closer look at how answer engines are changing search and why this might be a good time for your business to pay attention.

The world is fast-paced and increasingly consumers are looking for more opportunities to connect with others. While your brand itself isn’t a human, the people behind it are, as are your patients. And those patients or potential patients want to feel a trusting relationship with your healthcare brand.

“Health equity” and “social determinants of health” can feel like buzzwords when you work in healthcare, but these terms are used so often because they are addressing real phenomena that affect millions of Americans. To prioritize health equity in your marketing, here are a few steps to take to create strategic campaigns that reduce disparity among your target audience.

Let’s take a closer look at how you can effectively personalize healthcare communications so that HIPAA compliance is kept at the forefront while balancing the perception from patients that you’re being helpful and not invasive.

In the past couple of years, the healthcare sector has seen a lot of change with the rise of more retail-oriented healthcare solutions like telehealth and online prescription services. If you are a health system or a provider practice, you’ve likely found yourself competing with these new healthcare delivery systems.

There’s no doubt that we all want to be able to attribute conversions to our marketing and advertising efforts. But if everyone who has heard of your brand today converted, then what? If you find yourself focusing the majority of your efforts on one piece of the funnel, here are a few perspectives on how to strike a more balanced MarCom strategy.

When creating your annual strategic marketing plan, it’s easy to get tied up in the details. But it’s important to not lose sight of the big picture either. To help you create the most effective marketing plan that you and your team can successfully execute this year, we’re sharing five common pitfalls and what you should do instead.

The marketing landscape for B2B software solutions and SaaS products is changing. Here are our tips for how to keep up with trends, reach the right people, and nuture leads into customers.

If you’re a B2B business with the opportunity to attend an industry trade show, they are worth making room for in your budget. Trade shows provide a unique opportunity for you to interact with a large number of qualified prospects who also get the chance to interact with your products.

While economists disagree on whether the economy is heading for a full recession or if we’re just entering a downturn, the effects are being felt in the business community. Many companies turn to their marketing budgets as a place to cut and save money—however, during times of economic stress, it’s more important than ever to stay engaged with your loyal customers. History has shown that brands who continue to invest in marketing and innovation during recessions and downturns are the ones who come out ahead when the economy picks back up.

Do you feel like you’re not seeing the return on investment you were hoping for with your marketing efforts? Occasionally we’ll hear from businesses that they feel like their marketing spend just isn’t paying off the way they’d hoped and they’re not sure why. This tends to be particularly true in regard to digital advertising. If this struggle sounds familiar to you, let’s get to the bottom of it. There are many places to look when your marketing is proving less than effective but, as a start, let’s dig in to five of the most common issues.

In our over thirty years as a marketing and advertising agency, we’ve seen first-hand how strong partnerships are built, as well as which pitfalls can strain a relationship between a business and their agency. Today we’re offering our seven top tips for creating a strong, successful working relationship with your agency, right from the first meeting.

If you’re feeling like your healthcare company’s marketing plan could use an overhaul for the new year, now is the perfect time to start reassessing. With the pandemic having put the healthcare industry in a state of flux for the past few years, you might find that your marketing strategy moved off of center – and necessarily so – and now’s the time to recommit to executing on a growth trajectory.

Increasingly, consumers want to do business with brands who make a difference in the world. And big brands are taking notice. You might have already seen this trend as more and more brands are sharing their views on social justice issues, starting foundations, or committing to being more environmentally friendly. Not only is this a good thing to do for society, but it’s largely being driven by consumer demand.