How Marketers Are Building Evergreen Brands
Grippi Media
From strategy to execution, we help healthcare brands accelerate growth through cutting-edge digital marketing.
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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Marketers are transitioning from short-term performance tactics to the more enduring pursuit of long-term brand building.
Welcome to the era of the “evergreen brand,” where creating accessible, consistent experiences across multiple channels takes precedence over quick wins.
However, striking the perfect balance between brand-building and sustained growth is easier said than done. So, what strategies are marketers using to make it happen?
Find out in issue #013 of The Grip!
Other stories from this issue include:
👉 How Pharmacies Like Walgreens & CVS Pharmacy Are Revamping Their Stores
👉 Media & Advertising Deal-making Shows Progress, but Full Recovery is Still Out of Reach
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 is My Wife Yelling at Me?
Avg. Monthly Search Volume: 74,000
Answer: Pro tip: Try listening first, then Googling later.
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Marketing Briefing: How Marketers Are Trying to Balance Performance and Storytelling to Build the Modern ‘Evergreen’ Brand
Marketers are grappling with how to build modern brands amidst the tension between short-term performance marketing and long-term brand building.
Nike’s recent focus on direct-to-consumer and performance marketing led to disappointing results, prompting a reorganization to reemphasize brand storytelling.
This trend reflects a broader industry shift, where many companies initially favored performance marketing due to its immediate, trackable results.
However, experts like Mo Said from Mojo Supermarket and Leah Meranus from dentsu X North America highlight the need for a balanced approach that combines brand building with performance marketing for sustainable success.
As marketers aim for balance, they struggle to keep strategies consistent while meeting the demand for real conversations with consumers. Traditional brand control has shifted to a more flexible, experience-focused approach, where letting go of some control is crucial.
The louder consumer voices make it even trickier, pushing marketers to juggle a scattered media landscape while keeping their brand strong.
📄 Read Article (Source: Digiday)
Drugstores Tinker With New Looks as Their Usual Way of Doing Business Faces Challenges
America’s drugstores, facing stiff competition and operational challenges, are experimenting with smaller store formats and expanded healthcare services.
Walgreens is testing digital kiosks and mini stores focused on health and wellness, while CVS integrates primary care clinics within its locations.
These innovations aim to improve customer access to care and strengthen connections with shoppers.
However, the market remains overbuilt, with many stores closing due to competition from online retailers and low-cost alternatives.
Despite these challenges, drugstores continue to adapt, offering specialized services and maintaining a focus on community needs.
📄 Read Article (Source: AP News)
OpenAI Co-Founder Schulman Leaves For Anthropic, Brockman Takes Extended Leave
John Schulman, co-founder of OpenAI, has left the company for rival AI startup Anthropic. Schulman’s departure, driven by a desire to focus on "AI alignment." For the uninitiated, AI alignment AI alignment refers to the process of ensuring that artificial intelligence systems act in ways that are aligned with human values and goals.
OpenAI president Greg Brockman is also taking an extended leave, and product manager Peter Deng has exited.
Schulman’s move to Anthropic highlights the evolving competition in AI research and the ongoing importance of alignment science in ensuring AI systems behave as intended.
📄 Read Article (Source: TechCrunch)
Now that Google is a monopolist, what’s next?
A federal judge has ruled that Google holds an illegal monopoly in the U.S., a decision that could lead to significant changes for the tech giant.
Judge Amit Mehta found that Google’s dominance as the default search engine was achieved unfairly, violating antitrust laws.
The next steps involve determining remedies for Google’s conduct, a process that could take years. Potential remedies range from breaking up Google to modifying its business practices. One thing is for certain: you can expect Google's lucrative deal with Apple to be squashed.
The ruling adds to the ongoing antitrust scrutiny of major tech companies, with further litigation expected against Apple, Amazon, and Meta.
📄 Read Article (Source: The Verge)
Media and Advertising Dealmaking Shows Progress, But Full Recovery is Still Out of Reach
Dealmaking in media and advertising shows signs of recovery, with notable mergers and acquisitions occurring in recent months.
Recommended by LinkedIn
Companies like Outbrain, Publicis, and Informa have made strategic moves, indicating a cautious optimism in the market.
However, the resurgence is not yet a full-blown recovery, as economic uncertainties and cautious investor sentiment persist. Valuations have adjusted to more realistic levels, and the focus has shifted to profitability and strategic growth.
As conditions improve, more significant deals are expected, signaling a potential uptick in M&A activity in the near future.
📄 Read Article (Source: Digiday)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Decoding J.D. Vance's Healthcare Policy
With J.D. Vance recently announced as Trump's running mate, many are seeking answers to where he stands on issues such as the opioid crisis, abortion, access to care, and the overall healthcare industry.
Does his record, opinions, and voting history provide insights into his potential impacts if elected as vice president?
In this episode of CareTalk Podcast: Healthcare. Unfiltered. , David E. Williams and John Driscoll explore how J.D. Vance’s views could impact his campaign and what a potential vice presidency might mean for the future of healthcare policy and reform.
Personalized Solutions to Gen Z’s Mental Health Crisis
Generation Z faces profound challenges, grappling with both a surge in behavioral health diagnoses and a deep-seated distrust of the healthcare system.
Research from the Walton Family Foundation reveals that 42% of Gen Z individuals struggle with depression and feelings of hopelessness, a rate nearly twice as high as that observed in Americans over the age of 25.
How can we bridge the gap between the growing need for mental health support and the effectiveness of available treatments?
In this episode of HealthBiz Briefs, Sarah Adler, PsyD, founder and CEO of Wave explores how emerging technologies and societal shifts have created a distinct mental health crisis for Generation Z and discusses innovative solutions to meet this generation's unique needs.
Unlocking Precision Health with Oculomics, with Carlos Ciller from Ikerian
In this episode of the AWS Health Innovation Podcast, we explore how Ibex AI is transforming cancer diagnosis with artificial intelligence.
Host Guy Spigelman, EMEA lead for Healthcare and Life Sciences Startups at Amazon Web Services, sits down with Joseph (Yossi) Mossel, Co-Founder and CEO of Ibex AI, a pioneering company in AI-based cancer diagnostics for pathology.
Accelerating medical decision-making with AI is the mission of Ikerian, a Swiss software company enables healthcare teams to harmonize and analyze data at scale.
In this episode of the AWS Health Innovation Podcast, Alex Merwin, Head of Growth for Healthcare and Life Science Startups at AWS, is joined by Carlos Ciller, CEO and co-founder of Ikerian, to discuss their innovative platform and approach.
Driving Better Outcomes with Ambulatory Surgical Centers
Ambulatory Surgery Centers (ASC) specialize in providing surgical, diagnostic, and preventive procedures without lengthy and costly hospital stays.
As the demand for convenient, accessible, and affordable care grows, ASCs have become an increasingly popular alternative.
In this episode of Health Care Rounds, John Marchica (CEO of Darwin Research Group ) is joined by Aric Burke (President and CEO of Atlas Healthcare Partners ) to discuss the role of ASCs in everything from lowering out-of-pocket expenses to reducing the surgical burden on hospitals.
What We’re Listening To
New music that has been inspiring us
Dune Rats - If It Sucks, Turn It Up
The Aussie surf-punk trio returns with their fifth album, which feels less like a record and more like a backyard bash. Packed with anthemic chants, in-your-face guitar tones, and catchy hooks, this album is a party for your ears. It doesn’t skimp on creativity and songwriting, helping Dune Rats stand out from contemporaries who struggle to strike the right balance between punk and pop.
As always, thanks for reading - and don't forget to subscribe!
See you next week! 👋
-Vincent Grippi, Founder & CEO of Grippi Media
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