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Trust in both marketers and doctors is crumbling.
According to Gallup's latest survey, only 8% of Americans trust advertisers.
Meanwhile, trust in doctors has plunged from 67% to 53%, in just 3 years - the steepest decline of any field surveyed.
As Blondie once said, "mucho mistrust."
But what’s driving this erosion of credibility? And more importantly, how can marketers rebuild trust in an industry where skepticism is at an all-time high?
In issue 31 of The Grip, we break down the forces at play and what marketers must do to turn the tide.
Other stories from this issue include:
👉 OpenAI Unveils a New ChatGPT Agent for ‘Deep Research’
👉 Digital Ads Cost More, Convert Less: Frustration To Blame
👉 How Marketers Are Building Evergreen Brands to Achieve Sustainable Growth
👉 Google Launches Gemini 2.0 for Everyone
All this and more in issue 31 of The Grip!
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: Can Dogs Have Coffee?
Avg. Monthly Search Volume: 2,900
Answer: It's 2025. The real question is can they have Celsius?
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Trust In Marketers Remains At Historic Lows, Gallup Survey Finds
A new Gallup poll found that only 8% of Americans trust marketing and advertising professionals, tying them with members of Congress for credibility.
At the same time, trust in doctors has fallen from 67% to 53% in just three years, the steepest drop of any profession surveyed.
The culprit? An overwhelming flood of AI-generated misinformation, misleading ads, and growing societal divides. TL;DR: The world was already full of BS and AI is cranking it up to 11.
In the Age of AI, the Future of Marketing is Human
Even before AI took off, marketers were already losing their human touch, with too many brands getting caught up in performance marketing and obsessive short-term growth hacks that prioritized metrics over meaning. This was, is, and always will be lazy, uncreative, and soulless - the opposite of what makes marketing tick.
Now is the time for marketing teams to rediscover their humanity and rebuild trust.
How do we do this? By embracing authenticity, practicing transparent communication, and prioritizing education and real human experiences over persuasion. With trust at historic lows, healthcare marketers don’t just need to sell a service - they need to rebuild credibility from the ground up...brick by brick.
📄 Read Article (Source: Forbes)
OpenAI Unveils a New ChatGPT Agent for ‘Deep Research’
OpenAI has launched Deep Research, a new ChatGPT feature designed to handle complex, multi-source research for fields like finance, science, and policy. Unlike "normie AI chatbots" that provide quick summaries, Deep Research generates "thorough, well-documented insights" by analyzing large amounts of online data and user-uploaded files.
To improve accuracy, Deep Research uses a special version of OpenAI’s o3 model, optimized for web browsing and data analysis. It can interpret PDFs, generate graphs, and cite specific sources. Alas, Deep Research is still quite susceptible to inaccuracies and hallucinations. Such is the plight of all nifty AI tools.
📄 Read Article (Source: Tech Crunch)
Digital Ads Cost More, Convert Less: Frustration To Blame
A new report confirms what many marketers have suspected: organic traffic is declining, paid ads are getting more expensive, and frustrated users are bouncing faster than ever.
With digital ad costs up 13.2% and conversion rates down 6.1%, businesses are spending more to reach customers who are less engaged and quicker to leave. Even worse, “rage clicks” and slow site experiences are driving visitors away, making it harder to retain them long-term.
The takeaway? Over-reliance on paid ads isn’t sustainable and improving user experience is key to boosting retention and conversions. Brands that optimize engagement, reduce frustration, and create better visitor journeys are seeing higher loyalty and better returns.
📄 Read Article (Source: Search Engine Journal)
How Marketers Are Building Evergreen Brands to Achieve Sustainable Growth
As consumers spend more time on digital platforms, annual digital ad spending is projected to reach $870.85 billion by 2027, an increase of nearly 60% over a 5 year span. Despite this growth, the digital advertising playing field is littered with challenges, including the decline of third-party cookies and fragmented attribution models.
One glance at your Instagram feed reveals countless similar companies competing for your clicks. In this noisy digital environment full of choices, marketers need to work extra hard to ensure their brands stand out. To cut through the chaos, more marketing teams are turning to evergreen brand-building as the key to relevance and long-term success.
In my latest post for the Grippi Media blog, I dive into the six steps marketers are taking to build evergreen brands.
📄 Read Article (Source: Yours Truly)
Google Launches Gemini 2.0 for Everyone
Google has officially launched Gemini 2.0, its most powerful AI chatbot yet. This move comes as competition heats up with emerging AI models like DeepSeek.
Google is doubling down on AI agents with Gemini 2.0, aiming to create models that not only understand context but take action on behalf of users. With native multimodal capabilities and tool integration, Google is moving closer to its vision of a universal AI assistant capable of executing complex, multistep tasks independently.
Here's what they rolled out:
Gemini 2.0 Pro – An experimental version of Gemini 2.0 that is now available in Google AI Studio, Vertex AI, and the Gemini app. Google claims that this is "their best" model for coding and complex prompts.
Gemini 2.0 Flash – A more efficient version of Gemini, now available via the Gemini API. Developers can use this to build AI-powered apps.
Gemini 2.0 Flash-Lite – A cost-effective alternative designed to counter DeepSeek, offering a budget-friendly AI model for developers.
Flash Thinking Experimental – This advanced AI version can break down prompts into step-by-step reasoning, improving responses for complex queries. It also integrates with Google apps like Maps, YouTube, and Search.
Another day, another ambitious AI chatbot. At this rate, we'll never have to struggle to write emails ever again!
📄 Read Article (Source: CNET)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Improving Care One Heartbeat at a Time with Dr. Jim Mault, CEO and Founder of BioIntelliSense
In a groundbreaking advancement for health monitoring, a device the size of a band-aid is transforming how we prevent medical emergencies.
On this episode of the AWS Health Innovation Podcast, Yin He, Principal of Business Development for Healthcare & Life Sciences Startups, explores the future of patient care with James Mault, MD, FACS , CEO and Founder of BioIntelliSense, Inc. Their conversation reveals how continuous vital sign monitoring is revolutionizing the century-old practice of patient observation.
Improving Medication Adherence with AI Solutions
Artificial intelligence is destined to play a big role in the pharmaceutical industry in 2025.
According to Precedence Research, the U.S. AI pharmaceutical market was valued at USD 400 million in 2024 and is expected to grow to over USD 4.35 billion by 2034.
With this rapid growth, what specific changes can we expect in patient support and pharmaceutical marketing?
And how will that impact healthcare costs and patient experience?
In this episode of the HealthBiz Podcast, guest William Grambley, CEO of AllazoHealth, discusses how artificial intelligence and patient-level data can lower operating costs, improve medication adherence, and create tailored solutions for patients at every stage of their journey.
2025 Health Care Trends and Policy Predictions with John Driscoll
What does it take to transform health care and address its most pressing challenges? Few individuals are as uniquely positioned to answer as John Driscoll.
With a storied career as an author, chairman, investor, CEO, and host of the CareTalk Podcast: Healthcare. Unfiltered., John has had an impact on nearly every facet of the health care industry.
Drawing from decades of leadership, John joins Health Care Rounds to share his thoughts on prescription drug pricing models, health care policies under Trump 2.0, the areas of health care ripe for AI disruption, and much more.
What We’re Listening To
New music that has been inspiring us.
ANOTR - On a Trip
ANOTR’s On a Trip delivers a much-needed dose of warmth in the dead of winter. From start to finish, the album radiates a sun-drenched Ibiza energy, blending glittering disco grooves with breezy new-wave influences.
I recently spent time in the Caribbean for a wedding, and this album was my go-to soundtrack for chilling by the pool. Now that I’m back in snowy New York, it’s proving even more essential, giving me a bit of escapism from the cold. If you need a mental vacation, On a Trip is the ticket.
Sal's Pick: Jennie - Love Hangover
After weeks of planning to pick The Weeknd’s new album, the disappointment hit hard. Luckily, Jennie’s latest single Love Hangover came through just in time. Poppy, fresh, and endlessly replayable, it was the perfect antidote after slogging through Hurry Up Tomorrow. With her album on the way in a few months, I have high hopes it will deliver. Stay tuned to see if it makes the cut for a future edition of The Grip.
Thanks for reading! See you next week! 👋
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