Archive for the ‘Social Marketing’ Category

Reshaping Health Education Leads To Growing Venture – Forbes

Maggie Berghoff, health and business strategist, reflects a growing community of entrepreneurs ... [+] bucking tradition.

Transformations across all segments of the economy have been commonplace in recent years. Workers, especially in the sectors drastically hit by pandemic pressures such as education and healthcare, are in the process of a broad rethink in their approach to work-life balance and goal setting for the future.

Health coaching and other similar offshoots are becoming particularly attractive to those in the health professions wanting to remain in service while escaping the stressors of traditional health careers. In addition, a growing population searching for alternative methods to improve their own care and well-being is opening up possibilities in the health wellness sectors.

For many, the old way of doing things is not easily acceptable anymore, and businesses are trying to adapt and evolve in a changing landscape. The 'Big Quit' and more recent 'Quiet Quit' are results of workers making what they believe to be the most healthy response to unhealthy workplaces that have fallen prey to pandemic-related hardships and understaffing, according to a recent Forbes article.

Rather than gutting it out, some are choosing to leave their jobs for careers with greater personal meaning and life purpose as a goal.

Maggie Berghoff is a prime example of someone in healthcare who, through a personal health scare of her own, reshaped her mindset and professional knowledge to effect change. Once a practicing nurse, she transitioned to functional medicine practices that saved her life and became the basis for a health and business services company.

She is the founder and CEO of Celproceo, a leading-edge health and wellness company specializing in functional and integrative medicine practices. In addition, she has expanded her personal branding and offerings with her add-on self-titled venture, Maggie Berghoff. Her multi-tiered efforts are shaped around individual health counseling practices and business strategies geared toward celebrities, professional athletes, and business executives looking for an integrative approach to growth.

Berghoff is also the author of a new book, published by Simon & Schuster, Eat Right for Your Inflammation Type, a step-by-step guide to improving energy, strengthening immunity, and healing pain.

This reporter sat down with Berghoff to hear her backstory and how her shift in mindset and practice led to a burgeoning business.

Rod Berger: Describe the background and circumstances that led to your decision to become a Health Strategist.

Maggie Berghoff: I always wanted to be in medicine because simply put, I was good at chemistry, anatomy, and all things science related. I went to Vanderbilt, and my dream was to be a nurse practitioner. But I also wanted a family and knew that nurse practitioners make great money with excellent job security.

After graduating from Vanderbilt, I honed in on my dream job at a hospital where I had always wanted to work. I knocked down doors to get that job, making many phone calls and even emailing the hospital's CEO. I felt ecstatic when I was finally offered the job and began my practice.

I loved my job, but things drastically shifted when I fell ill.

My life turned into a series of doctor appointments and a visit to the Cleveland Clinic for an extensive diagnosis. Long story short, all my doctors told me there was nothing they could do and that my condition would be lifelong.

First, I was told I had kidney disease and had experienced a mini-stroke, a transient ischaemic attack (TIA), at the age of 24. Second, I was informed I had polycystic ovary syndrome (PCOS) and a severe immunodeficiency of unknown cause. Again, after subsequent appointments with the best specialists in the world in immunology, I was told there was nothing anyone could do.

My final appointment with a specialist was devastating. He told me he didn't know what was happening and to schedule an appointment in 6 months. Afterward, I remember sitting in my car crying. My body was a mess, and I had gained excessive weight with severe water retention.

Then, I began my journey into functional medicine and alternative routes to figure out my health independently.

Through study and research, I completely reversed my ailments. For instance, I was told I was infertile but had three healthy babies. I was told I'd be on medications for my lifetime. But now I'm fine without any medicines. If I had stayed in the traditional model, I would have died, and I'm not being dramatic.

Berger: It must have been difficult for you to go against your traditional training in medicine and explore the functional medicine path. What was your mindset at the time?

Berghoff: It wasn't just my sickness that took me away from traditional medicine, but a newfound interest in nutrition and a mindset around eating, stress levels, and detoxifying environments. Soaps, shampoos, and cleaning products I had openly accepted growing up were all thrown away for non-toxic replacements. I made dramatic shifts across all areas of life.

I quit my job as a nurse and entered a period of feeling suffocated and restricted in my potential as a human. I've always been a high achiever and explorative by nature. However, I realized a one-career traditional path didn't align with me and maybe never did.

Berger: Describe how your newfound understanding led to the creation of your business.

Maggie Berghoff exchanged hospital privileges for the narrative rights to her career.

Berghoff: To be honest, I was first driven by a desire to stay home with my newborn baby yet still make money and work as a career woman. I knew I had a lot of knowledge in health and wellness that could help others and be put to good use. My goals grew extensively from there.

I had a sense that I could monetize this passion and build a life that I love. It came from a shift in mindset and not necessarily a strong burning desire to be an entrepreneur, which is interesting.

I often tell business clients that the objective is to build a business around what they envision for their life. Of course, you can build doing a million different things and succeed financially. Still, it should be about structuring the company around what you want in life and placing service offerings around that vision. It can naturally shift and change depending on the season of life.

Berger: Tell me about your typical client in health wellness and business that request your services. What is the demographic or standard type?

Berghoff: Many are high-performing men and women, CEOs, entrepreneurs, celebrities, and professional athletes. But also 75-year-olds with rheumatoid arthritis down to 18-year-old college kids with anxiety. All are seeking direct life changes and health-related services.

Berger: As a health strategist, where did you develop the social marketing aspects to propel your company's growth?

Berghoff: I learned social marketing from the ground up on Instagram. At first, I contacted people, messaged them with mentorship requests, and invested in conferences. But the real breakthrough occurred when I found Jasmine Star, who excels at social media marketing strategies. I studied her concepts and teachings and began to recognize the power of social marketing. I concentrated on captivating captions through photos and mainly worked on aesthetics and brand.

It resulted in multi-six figure earnings our first year. All organically with Instagram posts, with no other platforms or paid marketing. For instance, I documented many different remedies, from food choices to reduce bloating to dryer balls in the dryer to reduce toxins. I concentrated on examples of what I was doing in my life. The social proof and the credibility of being in the wellness field also helped inspire others who wanted to level up.

I offered high-ticket one-on-one consulting. Soon, people started hiring me to be their go-to health consultant. Essentially, that's how I monetized in the first year.

Berger: The worlds of health and wellness and business seem very intertwined in your offerings. Would you agree that one feeds the other?

Berghoff: I realize the overall importance of my background is health and wellness, and I still run the health and wellness company I founded. When I help people build their companies, I bring my business experience, demonstrating fresh concepts and enthusiasm. Therefore, it's easy to replicate my successes by showing them the strategy structures and how everything is tied together, so they don't have to figure it out from scratch as I did.

Berger: It feels like you are just scratching the surface of future growth. What is your general sense of what's next?

Berghoff: I see myself fully stepping into more of a founder's role in my work. I'm still the CEO, but I envision myself continuing to build a solid team to mentor, finance, and grow this community without me being involved as much so that I can focus on the next thing.

Structure and organization have been the most helpful in avoiding lowering standards as the company begins to scale. Recently, I reserved an Airbnb five minutes from my home for two days and recorded 75 training videos. The objective is to create consistency within all the team members that align with my vision as the CEO. As we begin to scale, that vision needs to remain steadfast.

Berger: When it comes to education in a broader sense, a great deal of talk revolves around preparing young people in a way that navigates and demonstrates the experiences of successful platforms. Essentially, it provides learning that shows the playbook so they can receive a headstart. What is your perspective on modern approaches to incorporating entrepreneurial mindsets into learning?

Berghoff: With grit and resilience as my only compass, I learned so much from trial and error. But it doesn't have to be so drawn out and can be replicated for others.

First comes the playbook. That's why I've dedicated so much of my time, energy, and resources to create a framework and roadmap with accessible step-by-step guides to follow. For instance, if you go to medical school, you train, test, and digest the necessary knowledge to become a surgeon. The same is true in business startups. You must learn to become a great online marketer, brand expert, and media-savvy professional.

Secondly, let young people know that a personalized business is an option. It's not just about income; it's about creating a life you like and enjoy while giving back to the world and the community. When you help others, it shows your talents and opens up possibilities for personal growth.

To step into your best self means getting out of your comfort zone. It takes confidence and courage to do something different, and the mindset can be learned. It all starts with education.

The playbook for the younger generations is changing, and with each successful entrepreneurial venture of people like Maggie Berghoff, a new career guide is written. Healthcare, in particular, is a sector that is seeing more individuals buck the traditional route for a more holistic path that includes freedom, independence, and individualized life pursuits.

The old model is not only less secure in the eyes of the youth who have seen economic shifts and inflationary increases in their existence, but it lacks a certain balanced approach they are seeking. It appears part of their playbook often includes larger concepts of community building sustainability and healthy options that coincide with a generation striving for change.

Interviews have been edited and condensed for clarity.

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Reshaping Health Education Leads To Growing Venture - Forbes

Lot Fourteen chooses Refuel Creative to spearhead their social media marketing – NewsMaker

Adelaide-based marketing agency, Refuel Creative, has added Lot Fourteen, South Australias expanding innovation district for high-tech, defence, space and creative industries, to its diverse client roster.

Following a competitive selection process, Lot Fourteen selected Refuel Creative to lead its social media marketing and show the world that South Australia is an exciting centre for business, innovation, and culture.

Refuel Creative will be responsible for taking Lot Fourteens social media to the next level. The team at Refuel will produce original and creative social content that matches Lot Fourteens forward-thinking ambition leveraging its current market position and momentum and continuing to drive national and international business and investment attraction.

Partnering with Refuel allows us direct access to a multi-skilled account management team, says Jenny Hassam, Communications and Media Manager at Lot Fourteen.

Refuel Creative brings a creative, data-driven approach to its work, and are excited to be playing a role in the future of South Australian business and innovation with Lot Fourteen.

Were really excited to welcome Lot Fourteen to the team at Refuel Creative, says Ryan Jones, Founder and CEO at Refuel Creative. Ive benefited from Adelaides startup training ecosystem, allowing us to grow Refuel into the business it is today. Adding South Australias new home of innovation and startups to our client roster is a great next step for Refuel and something Im truly passionate about on a personal level.

Refuel Creative has enjoyed success with a diverse range of clients across different industries, including the tourism, not for profit, and industrial sectors. Its work with Lot Fourteen will build on this.

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Lot Fourteen chooses Refuel Creative to spearhead their social media marketing - NewsMaker

SMHS Awarded Grants to Improve Cultural Responsiveness about HIV and COVID Screening – GW Today

By Thomas Kohout

The George Washington University School of Medicine and Health Sciences under the leadership of Maranda C. Ward, Ed.D 17, has been awarded a pair of grants totaling more than $816,000 from Gilead Sciences Inc., in support of an 18-month research-informed educational initiative, Two in One: HIV+COVID Screening and Testing Model.

This study aims to make the policy case for updating guidelines so that primary care practitioners can make HIV screeningand PrEP screening and HIV testing, as appropriateroutine for all patients while also screening for COVID vaccines and boosters in the same visit. The research themes will also be used to provide capacity building support for primary care practitioners to provide culturally responsive and nonjudgmental communication about HIV and COVID with patients who identify as Black, Indigenous or people of color (BIPOC) and LGBTQIA+.

We built this national training model to reflect and meet the goals of the Healthy People 2030 initiative that outlines benchmarks to achieve health equity, eliminate health disparities and attain health literacy in the United States, said Ward, assistant professor of clinical research and leadership.

Two in One includes three parts: research, training and social marketing, beginning with qualitative stories from BIPOC and LGBTQIA+ patients and primary care practitioners.

Our national advisory board of content experts will supplement what we learn from [primary care practitioners] and patients on the facilitators and barriers to HIV and COVID prevention to ultimately guide the facets of this training model, said Ward. Our scoping reviews will also inform two white papers on HIV and COVID policy implications for practice-based changes.

The project will target 10,000 primary care practitioners, such as doctors, osteopaths, physician assistants, nurse practitioners and registered nurses in practice across the United States or those who are in the pipeline as medical students and trainees at historically Black colleges and universities (HBCUs). The two-part training series will offer nine live-streamed, continuing medical education (CME)-bearing monthly lectures as well as an asynchronous CME-bearing module-based training course and toolkit. The series will culminate in a symposium focused on translating knowledge gained from the speaker series into policy-based and practice-based action.

Running concurrently with the training will be a series of social marketing messages, or vignettes, of primary care practitioners talking to other physicians and health care professionals about how to bring nonjudgmental HIV screening and testing and COVID vaccines/boosters into their standard of care.

For more information on this research-informed model, visit the Two-in-One website: twoinone.smhs.gwu.edu.

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SMHS Awarded Grants to Improve Cultural Responsiveness about HIV and COVID Screening - GW Today

How will ESG drive product innovation? – Money Marketing

ESG is in the spotlight and, in many instances, for all the wrong reasons, with some vilifying it as a marketing exercise.

In the US, anti-ESG rhetoric accelerated after Texas passed a law in 2021 preventing the state from doing business with companies found to be boycotting fossil fuel-based energy companies. Since then, officials of 19 states have publicly criticized ESG-focused investment and engagement activities of prominent investment managers with respect to fossil fuels.

In the UK, the appointment of Liz Truss as new prime minister may bode ill for the near-term environmental agenda, with the government needing to prioritise the cost-of-living crisis and spiralling energy costs, thus delaying delivery on the UKs legally enshrined net zero target.

So, is this the end for ESG? No, we think it marks a new evolution for investing, as the market starts to sharpen definitions and professionals start to refine the products and strategies which best fit clients changing needs.

A key issue with ESG is that the term is used to cover a broad range of investing strategies. ESG is a tool, not an investment style. At BNY Mellon Investment Management, we use Responsible Investment (RI) as the umbrella term. RI covers a spectrum of styles: exclusionary, ESG-integration, best-in-class, sustainable, thematic and impact investing. ESG-integration describes the input of environmental, social and governance factors into financial analysis and investment decisions.

ESG-integrated funds may be responsible by outcome, but will always prioritise financial objectives. Other RI investing styles, such as sustainable and impact investing, have objectives to be responsible, benefit stakeholders and a dual intent to deliver environmental and social returns, as well as financial performance. Because these ESG terms are not clearly defined in global regulations, there is heightened potential for client confusion.

Recent underperformance of exclusionary ESG funds has stoked more backlash. Rising inflationary pressures, the Ukraine war and the resultant energy crisis have caused exclusionary ESG funds, which are typically underweight energy and overweight the more ESG-metric-friendly tech sector to underperform. But we still see growing appetite for products in the RI space.

A review by Morningstar found sustainable funds performed better than the broader market in the second quarter and a recent Barclays survey highlights only 5% of respondents agreed that ESG is a fad and will decline in popularity/importance in the coming years.

We are seeing a shift towards best-in-class investing and funds with an environmental and/or social objective, i.e., those that report under Article 9 of the European Sustainable Finance Disclosure Regulation (SFDR). Investors are demanding greater attention to reporting of sustainability metrics and impact, bringing into focus the need for harmonised regulation of ESG data providers.

To date, most corporate disclosures on key sustainability metrics have been voluntary, sometimes leading to lack of consistency and decision-useful information, and a focus on backward-looking metrics, over forward-looking ones.

Asset managers are now better positioned to report on RI portfolios with the regulatory environment tightening globally, continued focus on preventing greenwashing, and the increase in corporate sustainability reporting. Clients are increasingly demanding funds report on the outcomes of engagement and formulate formal escalation processes (ultimately divestment) when engagement is unsuccessful.

Another area of focus is the inclusion of transitioning industries in sustainable investing portfolios. SFDR regulations are supportive of exclusionary investing and sustainably aligned strategies but there is less clarity on how to position transitioning companies. There is increasing scrutiny on the definition of sustainable investment (SI), after guidance from the European Commission (EC) indicated Article 9 funds should be made up entirely of SI (except for hedging and liquidity purposes).

Where does this leave high-emitting companies, which may be vital for future economic growth but most urgently require capital to decarbonise? Investors must assess the credibility of companies transition plans, but should sustainable funds be precluded from investing in sectors which are vital to a successful transition? In the UK, the Financial Conduct Authority and the UK government are leading the work on sustainability disclosures and have included transitioning industries in their regulatory focus.

By mandating disclosures aligned to the Taskforce on Climate-related Financial Disclosures (TCFD), proposing the introduction of sustainable investment labels and working on gold standard net zero transition plans (via the Transition Plan Taskforce), UK regulations look set to support investors identify credible transition plans.

This must be set in the context of enabling a just transition that is fair and creates better social and economic opportunities for all. Energy affordability and security are key priorities, which may mean further short-term underperformance of ESG funds which exclude the energy sector.

We also risk losing the momentum and commitments built at COP26. Despite Mark Carneys pledge to build a financial system entirely focused on net zero, legal action has been brought in the UK demanding a more robust net zero strategy. One of Truss governments first announcements was the extension of fossil fuel licenses in the UK, including North Sea fracking.

We do not expect governments to roll back net zero targets, but climate may drop down the priority list on near-term agendas, likely causing the private sector to bear more of the strain. This places even greater urgency on ramping up sustainable investment flows, identifying the best RI opportunities and delivering a greater range of RI products to clients.

Kristina Church is global head of responsible strategy at BNY Mellon Investment Management

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How will ESG drive product innovation? - Money Marketing

How Social Media Influencers Make Money And How You Too Can Get The Ball Rolling – CNBCTV18

Mini

On the basis of follower counts, marketing agencies worldwide have divided social media influencers into nano (1000-10,000 followers), micro (10,000-100,000), macro (100,000-1 million) and mega (over one million). Read on to find out the money dynamics of each group and also get some handy tips on how to start your journey.

Instagram, Facebook, YouTube are abuzz with social media influencers. These influencers have an ever-widening reach, with events, brand deals, TV shows and magazine covers their playing fields. Where canny social influencers go, big bucks follow.

As per the Influencer Marketing Report, the Indian influencer industry is predicted to be valued at Rs 2,200 crore by 2025 and grow at a 25 percent CAGR, underscoring the fact that the influencer business is getting serious.

But the layperson may still wonder if social influencer can be a lucrative career option because after all, its just a hobby. Well, clearly, its not so. For those who master the art of influencing, incomes can go well beyond hard-earned corporate jobs.

When the COVID-19 pandemic resulted in a 20 percent decline across advertising in India, social media influencers enjoyed a 46 percent increase in their advertising-based revenue, as per a survey published by iCubesWire in March this year.

I did it out of pure passion without knowing where it would lead me and if this could even become any reliable source of income at some point. I tried creating content in the cheapest way possible and with any resource I had on hand, like shooting on my phone and using basic editing skills I learned via YouTube without hiring anybody, said Anisha Dixit who started her journey as an influencer in 2013 and now has over three million subscribers on YouTube.

Dixit added that initially, the finances start flowing when platforms like YouTube or Facebook pays you based on the number of views that your content generates but thats not exactly a reliable income source. Here is where the major source for influencers to earn money brand collaborations come into the picture.

Brand collaborations can include barter deals, which include product placements, shoutouts, ambassador programmes, ads, meet & greets, and sponsorships, explained Aashutosh Katre, Director at content marketing company Yellow Seed.

Like any other job, being a social media influencer also requires passion, strategy and dedication to make the most out of it. Aanchal Agrawal, who started her journey in 2020, now has over 300,000 followers on Instagram. She believes, as an influencer brand, integrations form an integral part of the finances.

You can make content that you think a brand can easily pick up which is also well-liked by your audience. When I started creating content, I started a series called Dating app etiquettes, which I thought would work well if a dating app would want to collaborate with me and that is exactly what happened, advised Agrawal.

After this, once an influencer gets a loyal fan base, according to Arushi Gupta, Business Head at Influencer.in, another popular way for influencers to earn money is by hosting paid courses, fan membership, licensing of the content they produce, becoming a consultant and offering career courses or setting up ones own brand.

How much do influencers earn?

On the basis of follower counts, marketing agencies worldwide have divided influencers into nano (1000-10,000 followers), micro (10,000-100,000), macro (100,000-1 million) and mega (over one million).

Micro-influencers in the 5,000-20,000 group accounted for 54.3 percent of Instagram users across India in 2020, according to a report by hypeauditor.com. On Instagram, influencers with over one million followers, also called mega influencers, had only 0.41 percent share.

As per marketing experts an influencer based on the category they cater to, the niche and the deliverables can earn from Rs 15,000-5 lakh from one brand deal.

Gupta provided us with a breakdown of the money dynamics:

What I can say for sure is that being an influencer today is as lucrative as having a top job in most corporate sectors. It pays well if the audience relates with what you're putting out there and if you manage to build a community authentically over a period of time, added Aanam Chashmawala, a social media influencer and the Founder of Wearified, a beauty cosmetic brand.

What do brands look for while investing in an influencer?

As brand integrations are very important to the finances of an influencer, its imperative to know what brands want and how influencers target them.

According to Arihant Jain, CEO of a meme marketing agency, Wubbalubbadubdub, every brand has a specific strategy, personalised and driven by the need to build a robust portfolio that can cater to any kind of target audience.

However, brands do look out for three core things whether the influencer is real or not, does the influencer suit the niche of the brand and whether would they be ready to tour offline places and do re-shoots.

Balasubramaniam, AGM - Digital, brand-comm, said for brands there are usually two priority buckets, the first includes the number of followers, demographic, context and engagement rate and the second factors in quality, editorial content and personality.

Social media influencers and technology go hand in hand, so the tech that the influencers use is also important.

While shortlisting influencers for campaigns, brands are also keen on having a good video quality, and aesthetic output that brings out the brand well. The video should engage the audience and reach the appropriate target audience.

They also look out for how innovative the creator is while engaging the brand with his own content. Timely delivery of content is also a key factor for a brand to essentially work with the creators, added Gupta.

Are you an aspiring influencer?

Statistics and research firm Statista reports that YouTube had the highest number of professional content creators globally at one million in January 2020, meaning that over one million of them made a living completely from publishing. content on the platform. With 30 million amateur creators monetising content on the Facebook-owned platform that year, Instagram was the most popular platform among creators in 2020.

How does one actually start the journey?

Although brand integrations are important, Dixit advises budding influencers to produce content and tell stories because they like it and not keep the money in mind. If you are just starting out as a content creator, don't invest too much in your equipment or hire a team. We currently have amazing phones with great cameras on the market, use that as a start and once you see more consistent money coming in, you can slowly start investing more and more, she said.

Meanwhile, Agrawals advice to budding influencers was to not go crazy and always keep on investing.

The world is changing rapidly, the advertising paradigm is shifting every day and you do not know if the money inflow is going to be the same. Invest money in things that will bring money too; at least until you are in a stable place.

They keep going up and down and you do not want to be in a position where you are stressed about money because when that starts, it will reflect in your content which can harm your growth, so be wise with your money. added Agrawal.

It's very easy to get lost in the noise, just calm yourself down, is the advice of influencer and mentor Anudeep Reddy Mannem, who owns a food and lifestyle YouTube channel.

As of January 2022, Google-owned YouTube had more than 265 million monthly active users in India and 1,200 of its creators have crossed the one-million subscriber milestone. Five years ago, only two creators crossed the milestone.

Marketing experts advise budding influencers to:

(Edited by : Shoma Bhattacharjee)

First Published:Oct 02, 2022, 11:33 AM IST

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How Social Media Influencers Make Money And How You Too Can Get The Ball Rolling - CNBCTV18