Category

Content Marketing
An authentic, trustworthy voice has never been more important than now, with audiences being bombarded with fake news and clickbait marketing messages. That’s the view of strategic marketer and communicator Briana Young. Clickbait has had its day, she says, and audiences are demanding content marketing with an authentic voice. “People are motivated by trust and...
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Welcome to the very first episode of Inside Healthcare podcast. In this series, ADG content marketer, Ross Murray chats to some of the most interesting and successful healthcare marketing experts in the country where they reveal their tricks of the trade. Episode one features Jono Peatfield, managing director of the mental health awareness group batyr,...
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“Storytelling without data is fluff. Data without storytelling is forgettable. Data with storytelling is epic.” That digestible soundbite comes from Paul Petrone, Editor in Chief of the LinkedIn Learning blog. In an interview with LinkedIn content marketing writer Alexandra Rynne, he says marketers should strive to tell authentic real-life stories rather than merely using data to...
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Content marketing or native advertising is a medium that tears up the rulebook, seeks out disruption and challenges existing ways of doing business. It’s a bit like the digital industry as a whole, which is why it is the go-to advertising medium for digital, says Dale Lovell, the Chief Digital Officer at the UK agency...
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Q&A with Deana Henn, editorial content director of content marketing at ADG   Marketers routinely put brand front and centre in any campaign, but there is a growing argument to be more subtle with brand messages and instead, take a journalistic approach to create a conversation around your product category.   “Native advertising has taken...
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The answer is, if the content is good quality content, doctors will always pay attention. It should always be developed with the reader (and not brand) in mind, educate or entertain, and should be valuable to the reader. We know this because the numbers don’t lie: content marketing published by Australian Doctor Group between January...
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In this case study, Deana Henn, editorial director of content marketing at Australian Doctor Group, takes us behind the scenes and explains the thinking behind this GSK campaign and why it worked.
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Marketers that fail to recognise the power of digital games in their campaigns are missing out on a huge opportunity to educate customers and gain valuable data, Prime Academy delegates heard. Colin Cardwell, CEO and founder of 3rd Sense, a Sydney-based app and game developer, told the conference that healthcare professionals, like everyone, are more...
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Coca Cola may not be an obvious choice for pharma marketers to turn to for inspiration, but there is much to learn from the brand powerhouse’s blue-sky strategies and approach to marketing spend, according to Ryan Willoughby, head of content and education at Australian Doctor Group (ADG).
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Businesses are missing significant growth opportunities unless marketers discard their obsession with brand, and focus instead on the power of emotion to connect with customers to drive growth, a marketing expert told the latest Prime Academy in Sydney.
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