Health marketing

SUMMARY: Your products likely serve an array of micro-niches in the market. Since the Web gives every obscure interest group a place to meet, you can find these groups online, engage the most influential members, and get them interested in your products.

GNC is taking that approach. The retailer's director of social media finds influencers in a variety of niches and earns their support through conversation and free samples. See how his team uses influencer feedback to improve products and marketing, and how it estimates their impact on sales. read the complete case study

SUMMARY: Fostering social change is not a common goal for brands. But if your audience is ready to discuss taboo subjects, your marketing can be a rallying point that dispels myths while boosting reputation and sales.

See how Kotex determined that its customers were ready for frank messages about women's bodies and health. The team radically repositioned its marketing and has boosted Kotex's market share. Includes tips on conducting customer research and creating content that encourages discussion. read the complete article

By Anne Holland, President

Last week, my kid sister Rachel, who is a self-employed massage therapist in Newburyport, MA, sent me an urgent email from her Mac. "Help! I just spent a week and a half building a Web site so my clients can purchase gift certificates, and now I can't figure out how to get it onto Google. How do I do that?"

Well, I clicked over to her "site," and it was just awful. I... read the complete blog post