Posted March 03, 2017

The CardioVascular Advertising Awards (CVAA) is the nation’s premier advertising awards program that exclusively recognizes outstanding quality for healthcare marketing in the cardiac and vascular sectors.   In collaboration with St. Vincent and Nogginwerks, Caperion was honored for exemplary work in the 2016 CVAA program with a Gold award in TV/Video Advertising for the St….

Posted February 15, 2017

When identifying your audience segments the first thought that probably comes to mind is demographic information: age, income, education, etc. but quality segments should be made up of more than simple data points because they represent real people with real thoughts and feelings. When trying to get to the core of your target audience segments…

Posted February 01, 2017

Over the years, I’ve encountered multiple situations where there’s been confusion about the difference between a goal, a strategy, and a tactic.  There have been a few occasions where I’ve struggled with such distinctions as well.  And for my own intellectual sake, I’ve given a lot of thought as to how one makes such determinations. …

Posted January 12, 2017

Over the past several years, healthcare delivery in the U.S. has been undergoing significant transformation, the most obvious being the passing of the Patient Protection and Affordable Care Act (PPACA). Among the apparent effects of the passage of the PPACA was the uncertainty it caused health system leaders, in part because of the evolving nature…

Posted January 04, 2017

How do I reach a C-Suite level executive with my message? This question has been posed to us on more than one occasion in the recent months. When we begin to answer and talk about an integrated marketing approach that is led through digital channels, we have encountered some resistance to the notion that C-Suite…

Posted November 09, 2016

Marketing strategy historically has been all about the brand. How should the brand be portrayed? What elements need to be featured of the product to attract the buyers? These questions are still relevant and important but have consequently been lowered on the priority chain due to advances in technology and demands of consumers.

Posted November 08, 2016

Print is dead. Twitter is for millenials. Facebook is for moms. LinkedIn is for the unemployed.
Quite often we hear these hyperboles around how content is consumed. None of it is true. In fact, Facebook, Twitter, print media, billboards, television, radio, etc. all remain very effective forms of communication to the consumer. It is not necessarily a question of what medium is being used, but what message resonates most with the audience you are trying to reach.