The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media.
Healthcare marketing teams pour an average of 20% of their budgets into CRMs and automation tools. But without a powerful inbound strategy, even the best tools fall flat.
In our latest research report, the Grippi Media team analyzed the websites of over 200 B2B digital health brands to uncover the real trends driving success—and expose the missteps that hold others back.
In issue 16 of The Grip newsletter, we're reflecting on some of the most valuable insights from our report to help digital health marketers refine their inbound strategy.
Other stories from this issue include:
👉 Where Health Start-Ups are Finding Capital
👉 What You Need to Know About OpenAI’s Search Engine
👉 Google Search Testing New Display for Forum Content
👉 Canva Increases Its Price 300 Percent
All this and much more in issue 16 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: What is My Email Address?
Avg. Monthly Search Volume: 6,600
Answer: If you don't know it, maybe you don't need it anymore.
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Grippi Media Unveils Its Digital Health Inbound Marketing Report
Digital health marketers are being asked to do more with less, as organic social media reach continues to decline, the cost of attending conferences rises, and the average cost per lead soars to $361. With 20% of marketing budgets being consumed by expensive CRMs and automation tools, teams are feeling the strain as their resources are stretched thin.
The 2024 Digital Health Inbound Marketing Report dives into these challenges and provides actionable insights by analyzing the inbound strategies of 200 leading digital health brands across 10 verticals, offering solutions to help marketers get more from their websites and improve ROI.
Key takeaways from the report include the power of SEO and blogging to significantly boost search traffic, how simplifying conversion paths can significantly increase conversion rates, and the need to prioritize customer-centric messaging over self-promotion. The report also reveals how many digital health brands are missing out on key marketing components such as product videos and proof points, like case studies and testimonials.
Explore the report for in-depth insights and access to the research data from the 10 digital health verticals we analyzed.
Where Healthcare AI Startups are Raising Venture Capital Funding
Healthcare AI startups have raised approximately $60 billion in venture capital funding over the past decade, with most of the funding coming in the last five years.
However, only a small portion of startups targeting health systems have matured beyond early-stage funding, with just over 5% reaching Series C or later.
In contrast, AI startups in the life sciences and health plan markets have seen higher success rates, reflecting the sectors’ higher operating margins and ability to scale AI products more effectively.
Despite the slower progress in health systems, AI startups focused on clinical care, such as imaging, diagnostics, and decision support tools, have raised significant investments due to their potential to enhance efficiency and alleviate labor shortages.
However, these startups face hurdles related to liability risks and longer implementation cycles. AI tools designed for financial and administrative tasks, such as revenue cycle management, tend to attract more investment and progress to later funding rounds, as they offer quicker returns and lower liability risks.
📄 Read Article (Source: Health Care Dive)
Instagram Rolls Out Teen Accounts with Privacy, Parental Controls
Meta Platforms are introducing new privacy and parental controls for Instagram accounts of users under 18 in response to concerns about social media's negative effects. Starting soon, all Instagram accounts for users under 18 will automatically be set to "Teen Accounts," which are private by default.
These accounts will only receive messages and tags from users they follow or are connected with, and sensitive content settings will be set to the strictest level.
Users under 16 will need parental permission to alter these default settings, and parents will have tools to monitor their child's interactions and app usage.
In addition to these changes, Instagram will now prompt users under 18 to take breaks after 60 minutes of use and include a default sleep mode to silence notifications overnight. The new policies will roll out in the U.S., UK, Canada, and Australia within 60 days, with global implementation starting in January.
This move follows growing criticism and legal action over social media's impact on mental health, with lawsuits alleging that platforms like Instagram, TikTok, and YouTube contribute to issues such as depression and anxiety among young users.
For deeper insights into the impact of social media on mental health and the efforts to address it, be sure to check out issue #015 of The Grip, where we explore this topic in detail.
📄 Read Article (Source: Reuters)
SearchGPT: What You Need to Know About OpenAI’s Search Engine
OpenAI's SearchGPT is an AI-powered search engine designed to revolutionize how users find information online, moving away from the traditional keyword-based model and embracing a more conversational, intuitive search experience.
SearchGPT combines traditional search capabilities with advanced conversational abilities, offering direct answers to queries rather than just providing a list of links. It uses real-time data and retrieval augmented generation (RAG) to minimize inaccuracies by pulling information from trusted sources, most likely via Bing due to OpenAI’s partnership with Microsoft.
For digital marketers, SearchGPT presents a shift in SEO, as it can revolutionize how we create and optimize content for search visibility. Instead of focusing purely on keywords, marketers will need to develop content that caters to conversational queries, incorporating multimedia and targeting high-authority publications for better visibility.
As AI-driven search continues to evolve, metrics like click-through rates may decline, pushing marketers to focus on engagement and brand mentions within AI responses instead.
We’ll have to wait for the official release of SearchGPT to really see what it’s capable of. With Google’s search quality dipping over the past few years, it feels like the perfect time to explore new approaches that go beyond just keywords.
But is that shift actually possible? And more importantly, can SearchGPT make a dent in Google’s massive 90% market share? It’s a tall order, but we’ll just have to wait and see.
📄 Read Article (Source: Search Engine Land)
Google Search Testing New Display for Forum Content
Google is testing a new display for forum content, such as threads from Reddit, Inc. and Quora, in its search results.
This will allow users to quickly see top comments and related discussions.
This change aims to highlight user experiences and provide more detailed information from forums, enhancing the “Discussions and Forums” feature.
The new interface will show top comments and related threads without affecting the rankings of forum pages in search results.
This update reflects Google’s ongoing efforts to improve how forum content is displayed, helping users engage more easily with community-driven discussions. While it doesn’t affect rankings, the update offers a new way to view forum content, and Google is currently testing its performance before a potential full rollout.
My Two Cents: While it might not affect rankings, it will likely affect click-through rates. Anyone else seeing a trend here?
📄 Read Article (Source: Search Engine Land)
Canva Says its AI features are Worth the 300 Percent Price Increase
Canva is raising prices for its Teams subscription by over 300%, citing the value added by its new generative AI tools like Magic Media and Magic Expand. Teams users in the US will see costs jump from $120 to $500 per year for up to five users, though a 40% discount reduces the first-year fee to $300. In Australia, prices will increase by 68% for a team of five.
Existing users, who had locked in lower prices, are now being moved to this more expensive pricing model to reflect the enhanced product offerings. The price hike has been communicated through customer emails, while other tiers like Pro and Enterprise are unaffected.
While some users appreciate the new AI features, many (like myself) are dissatisfied with the price increase and are considering switching to Adobe. This shift comes after Canva’s acquisition of the company behind Affinity’s creative software and as the company prepares for a potential public listing in the US in 2026.
TL;DR:
Dear Valued Customer,
Great news!
We’ve poured an absolutely unreasonable amount of money into adding unreliable AI features that you probably didn’t ask for. As a result, we regret to inform you that the price of your plan is going up… way up.
Sincerely,
Canva (and many others)
📄 Read Article (Source: The Verge)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Confronting Healthcare Disparities in Black Communities
Despite ongoing attention and investment, significant disparities persist in the U.S. healthcare system.
A prime example is the Black community who are disproportionately affected, reflecting a legacy of racial discrimination.
According to KFF, Black Americans have a life expectancy nearly five years shorter than their white counterparts and increased mortality rates for common illnesses.
In this episode of CareTalk Podcast: Healthcare. Unfiltered., David E. Williams meets with Caretha Coleman, board chairman of the Black Directors Health Equity Agenda, to discuss the state of healthcare in the Black community, how disparities and racial biases are costing lives, and the efforts of leaders like her to drive change, equity, and progress.
Fighting to End Hereditary Polycystic Kidney Disease
For those diagnosed with Polycystic Kidney Disease, the news can be devastating.
According to The National Institutes of Health, Autosomal Dominant Polycystic Kidney Disease (ADPKD) affects 1 in every 400 to 1,000 people worldwide, and about 50% of individuals with ADPKD develop end-stage renal disease by the age of 60.
But what if this long-thought unstoppable disease could, in fact, be slowed or even prevented from being passed on to future generations?
In this episode of HealthBiz Briefs, guest Richard Kellner, founder of pkD Outreach Foundation, shares his connection to the disease and how his company is working to end this debilitating condition for future generations.
What We’re Listening To
New music that has been inspiring us.
Vincent's Pick: Wishy - Triple Seven
Wishy describes their sound as “emo-gaze,” and honestly, it fits. With the shoegaze revival in full swing (and I’m fully on board), Wishy offers something both familiar and refreshing. This album feels like someone time-traveled to the early ’90s, handed a garage band an early 2000s emo album, and said, “Do this, but make it shoegaze.” And they absolutely delivered!
Khalid - Sincere - Sal's Pick
Khalid is back and delivering exactly what his fans love in his latest album, Sincere. True to form, his signature cozy and dreamy vibes are present, but with a newfound depth and maturity. Throughout the album, Khalid’s light yet soulful voice glides effortlessly over each track, exploring themes of sincerity, sentimentality, and sorrow with a profound emotional resonance. The album’s airy harmonies and smooth melodies make it a perfect pick for both long-time fans and newcomers seeking music that offers both soothing relaxation and meaningful substance.
As always, thanks for reading - and don't forget to subscribe!
See you next week! 👋
- Vincent Grippi, Founder & CEO of Grippi Media
Get in Touch:
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