The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media .
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Generative AI and back-to-basics brand building have been the defining trends of the first half of 2024. In a year marked by widespread budget cuts, a dizzying surge in AI tool adoption, and yet another delay from Google on phasing out third-party cookies, marketers have faced a whirlwind of changes in H1. So, which trends persisted through the shuffle, and what should marketers prioritize in the second half of the year? Find out in issue 10 of The Grip!
Other stories from this issue include:
👉 Rock Health reports digital health funding hit $5.7B through June, on track to surpass 2019 and 2023
👉 How to spot SEO myths: 26 common SEO myths, debunked
👉 HubSpot announces HIPAA-compliant tools in public beta
👉 LinkedIn rolls out sponsored newsletters
👉 YouTube tests “Add Yours” sticker for Shorts
👉 Medical Advantage marketing ruling leaves 2025 enrollment in flux
👉 Spotify wants to be a social app
All this and more in issue 10 of The Grip.
As always, thanks for reading - and don't forget to subscribe!
-Vincent Grippi, Founder & CEO of Grippi Media
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: Why Don't Fish Exist?
Avg. Monthly Search Volume: 3,900
Answer: I'm no marine biologist, but what I'm about to tell you just might blow your mind...
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Marketing Briefing: What to Make of the Major Marketing Trends of the First Half of 2024
The first half of 2024 has seen marketers balancing the fundamentals of brand building with the potential of generative AI, amid budget constraints and postponed industry challenges.
Generative AI has been lauded for its efficiency in chatbots, research, and personalization. Notably, OpenAI’s acquisition of Rockset promises to revolutionize data handling, offering more robust AI-driven insights and potentially reshaping the search landscape. Despite this, some brands, like Toys ‘R’ Us, swung and missed with AI-generated content, reminding us that the technology is in perpetual beta mode.
While the industry eyes future advancements, many marketers are reverting to good ol' marketing fundamentals, focusing on brand-building alongside performance metrics. Last year I predicted this would be one of the biggest marketing trends of 2024. You can see how I fared with all my predictions here.
Retail media's expansion underscores this shift, with brands leveraging consumer data to drive ad revenue. Meanwhile, Google's cookie phase-out delay and TikTok's uncertain future loom, though these issues seem sidelined for now.
With these trends, marketers must navigate the balance between innovation and foundational strategies, preparing for an AI-enhanced future while addressing imminent industry shifts.
📄 Read Article (Source: Digiday)
Digital Health Funding Hit $5.7B Through June, on Track to Surpass 2019 and 2023, Rock Health Reports
Digital health startups in the U.S. garnered $5.7 billion across 266 deals in the first half of 2024, driven by early-stage investments and AI-focused companies.
This year is set to surpass the funding levels of 2019 and 2023, signaling a robust rebound. Noteworthy investments include Zephyr AI’s $111 million and Allez Health’s $60 million Series A rounds. AI continues to dominate, accounting for 34% of total funding.
The IPO market shows signs of revival, with Nuvo, Waystar, and Tempus AI making public exits. Despite this momentum, M&A activity has slowed, reflecting a selective approach among buyers. Private equity firms, however, remain active, surpassing acquisition totals from previous years. This funding surge suggests a return to sustainable venture patterns, with a keen eye on future political and market dynamics.
📄Read Article (Source: Fierce Health Care)
How To Spot SEO Myths: 26 Common SEO Myths, Debunked
"Is <insert trivial action> good or bad for SEO?"
SEO is rife with confusing myths. Understanding the truth behind these myths can save marketers valuable time and resources - both of which, we can never have enough of!
Search Engine Journal put together an excellent EBook that debunks the 26 most common SEO myths, saving you from learning the hard way.
📄 Read Article (Source: Search Engine Journal)
HubSpot Announces HIPAA-compliant Tools in Public Beta
HubSpot has introduced HIPAA-compliant tools in public beta, allowing healthcare organizations to store and manage protected health information within its CRM platform.
This update enables seamless automation of workflows and personalized marketing campaigns while ensuring compliance with privacy regulations.
Previously, healthcare providers had to use workarounds to integrate HubSpot, but now they can leverage its full capabilities for patient engagement and lead generation.
This move positions HubSpot as a powerful tool for healthcare marketers aiming to enhance patient experiences and streamline operations.
📄 Read Article (Source: Healthcare IT News)
LinkedIn Rolls Out Sponsored Newsletters
LinkedIn has expanded its advertising options with sponsored newsletters, allowing brands to promote and gate their content to generate leads.
This feature builds on the success of sponsored articles and taps into the growing engagement with newsletters on the platform.
With a 47% increase in newsletter engagement over the past year, this new tool offers brands an effective way to reach and engage their audience.
Companies can now boost their newsletters to maximize reach and drive more sign-ups, making it a valuable addition to LinkedIn's marketing arsenal.
Will we be seeing sponsored issues of The Grip in the near future? Only time will tell!
📄 Read Article (Source: Social Media Today)
YouTube Tests “Add Yours” Sticker for Shorts
YouTube is testing a new "Add Yours" sticker for Shorts, inspired by similar features on Instagram and TikTok.
This sticker allows creators to prompt viewers with challenges or questions, encouraging more interactive content. The feature aims to boost participation and engagement, following the success of TikTok's participatory trends.
Currently in limited testing, the "Add Yours" sticker could help YouTube foster a more engaged community and drive new content trends on its platform.
📄 Read Article (Source: Social Media Today)
Medicare Advantage Marketing Ruling Leaves 2025 Enrollment in Flux
A recent court ruling has paused the Centers for Medicare & Medicaid Services regulation that prohibited volume-based bonuses for Medicare Advantage marketers, creating uncertainty for the 2025 enrollment period.
While some insurers may resume previous compensation practices, the final outcome of the lawsuit remains unclear.
The situation adds complexity to an already tumultuous enrollment period, with insurers navigating rate cuts, potential benefit reductions, and stricter marketing regulations.
The industry's response to these challenges will shape the future landscape of Medicare Advantage marketing.
📄 Read Article (Source: Modern Healthcare)
Spotify Wants To Be a Social App
Spotify has introduced a commenting feature for podcasts, marking a step toward becoming a social network focused on audio content. When Spotify first launched, I anticipated its eventual integration of social capabilities, yet surprisingly, it took over a decade for this to materialize. Better late than never!
This follows previous updates like a TikTok-inspired discovery feed and interactive features. The new comments feature allows creators to engage directly with listeners, enhancing user interaction on the platform.
Spotify's VP of podcast product, Maya Prohovnik, hinted at the possibility of expanding comments to music artists in the future.
As Spotify ventures into social networking, it aims to boost user engagement and compete with major social platforms for ad revenue.
📄 Read Article (Source: LinkedIn)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
How AI is Transforming Prescription Efficiency
A simple Tylenol order can require up to 62 clicks for approval in certain medical systems. Inefficiencies like this can extend far beyond inconvenience and even result in fatal outcomes.
The National Academy of Medicine reports that computerized prescriber order entry medication errors are the most common type of error in healthcare, contributing to approximately 7,000 deaths in the U.S. each year.
With more patients and doctors relying on technology for accessing and delivering care, streamlined systems are more critical than ever before. Could AI offer a solution to this challenge?
Join us on the latest episode of CareTalk Podcast: Healthcare. Unfiltered., where David E. Williams and guest Emmanuel Bilbault, CEO of Posos, discuss AI's role in prescription fulfillment and their innovative system enhancing healthcare efficiency with voice ordering and personalized patient treatment recommendations.
Can Cavities Be Detected Before They Start?
Coping with a tooth cavity is a universally dreaded experience. But what if we could detect and treat them before they cause trouble?
In this week’s HealthBiz Brief, Jordan Rubinson, CEO of CaviSense, explains how their technology detects cavities early, aiming to prevent tooth decay, safeguard oral health, and potentially reverse damage.
Harnessing Data to Scale Innovations, Part Five of the Health Innovation Compilation Series
To scale health innovation, we need to take a broad view and redefine the art of the possible in Real-World Evidence, Data & Population Health.
In the fifth and final episode of our Health Innovation Compilation Series, we hear from Mendel, Akrivia Health, Epistemix, Ovation, and Evidation Health, innovative companies that are transforming how we leverage data to drive better health outcomes.
Featured Companies:
Mendel - Karim Galil (Co-founder & CEO)
Akrivia Health - David Newton (COO & Co-Founder)
Epistemix - John Cordier (CEO & Co-Founder)
Ovation - Barry Wark (Co-Founder & Chief Strategy Officer), Curt Medeiros (Chief Executive Officer)
Evidation Health - Alessio Signorini (CTO)
What We’re Listening To
New music that has been inspiring us
make 2nite - DRIFT #007
When I'm not busy running Grippi Media, I spend my downtime producing music and DJ'ing as make 2nite. My latest mix, DRIFT #007, merges piano-laden deep house with eurodance-inspired pop tracks, reviving the 90's spirit with a contemporary twist. Need a pick me up? Give DRIFT #007 a listen - you won't be disappointed.
That's it for now. See you next week! 👋
Get in Touch:
👉 Follow Grippi Media on LinkedIn
👉 Follow Vincent Grippi on LinkedIn
👉 Follow Grippi Media on YouTube
👉 Visit us at www.grippimedia.com
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