The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media.
Account-Based-Marketing (ABM) has been a darling of B2B marketing, especially in health tech.
As of 2024, 74% of B2B organizations have adopted ABM in some capacity.
However, the strategies that once delivered results are losing momentum. Lengthening sales cycles and slowing pipeline conversions have prompted a shift in thinking.
With Go-to-Market (GTM) strategies gaining traction, ABM is evolving into a subset of GTM, unifying sales, marketing, RevOps, and customer support to deliver more cohesive and connected customer experiences.
Demandbase coined this evolution as “Account-Based Experience (ABX).”
In issue 24 of The Grip, we’re diving into the strategies powering ABX and how B2B marketers are successfully leveraging them in 2024.
Other stories from this issue include:
👉 Amazon Announces its Own Set of Nova AI Models
👉 The Rise of Micro-Communities and Its Impact on Social Media Marketers
👉 CVS Health, Express Scripts by Evernorth, OptumRx PBMs Shift to 'Transparent' Pricing
👉 Why Health Systems are Pumping Billions of Dollars Into Outpatient Care
👉 Meta says it’s Mistakenly Moderating "Too Much"
👉 7 Top Campaigns from 2024 and the Tactics That Drove Success
👉 Forrester Predicts More SEO Spending, Less Focus on Brand Safety in 2025
All this and much more in issue 24 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: Is this AI?
Avg. Monthly Search Volume: 6,600
Answer: Isn't everything these days?
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Demandbase Evolves ABM to Overcome B2B Marketing Challenges
ABM is evolving into broader Go-To-Market (GTM) approaches, giving way to what Demandbase calls "Account-Based Experience" or ABX. Because marketing didn't already have enough acronyms...
The strategies powering this new concept of ABX? Cross-channel & CTV campaigns, syndication, programmatic advertising, influencer partnerships, and intimate events.
📄 Read Article (Source: MarTech)
Amazon Announces its Own Set of Nova AI Models
Amazon has launched a new lineup of cost-effective AI models under the “Nova” brand line, available via AWS. These include Nova Micro for fast, low-cost text tasks, Nova Lite for affordable multimodal inputs, Nova Pro for advanced multimodal capabilities and Nova Premier for complex reasoning in 2025. Amazon is also rolling out content generation models like Nova Canvas (image) and Nova Reel (video).
These models are designed to be significantly more affordable than competitors, making them appealing to budget-conscious enterprises. Combined with Amazon’s extensive AWS footprint, this gives the company a significant competitive advantage.
Amazon announced its partnership with Anthropic on “Project Rainier,” the construction of the world’s largest AI supercomputer powered by its Trainium 2 chips. This supercomputer will support the training and deployment of advanced AI models for Anthropic (which Amazon has invested billions in).
📄 Read Article (Source: The Verge)
The Rise of Micro-Communities and Its Impact on Social Media Marketers
Micro-communities are small, highly engaged groups sharing common interests, thriving on platforms like Reddit, Inc., Discord, and Facebook Groups.
Brands leveraging these micro-communities can build credibility through participation, user-generated content, and collaborations with influencers, while exclusive offers and relevant content strengthen loyalty.
With growing consumer reliance on these spaces for recommendations and connection, micro-communities represent a powerful tool for targeted marketing and brand growth.
📄 Read Article (Source: Search Engine Journal)
CVS, Express Scripts, OptumRx PBMs Shift to 'Transparent' Pricing
Major pharmacy benefit managers (PBMs) like CVS Caremark, Express Scripts by Evernorth, and OptumRx, which collectively control nearly 60% of the market, are introducing "transparent" service models in response to client demands for clearer pricing structures and increased regulatory scrutiny.
These new models aim to provide transparency around drug pricing, potentially lowering costs and enabling more informed purchasing decisions.
Will they provide genuine transparency or should we expect more "PBM mystery math" that simply shifts costs elsewhere? That's the real question.
📄 Read Article (Source: Modern Healthcare)
Why Health Systems are Pumping Billions of Dollars Into Outpatient Care
Health systems are investing billions in outpatient expansions, converting some acute care hospitals to meet growing demands for mental health, rehabilitation, and long-term care. This trend is a response to declining hospital stays due to tech advancements.
Major systems like Hackensack Meridian Health, HCA Healthcare, and Jefferson Health are shifting resources toward ambulatory facilities, including freestanding emergency centers and specialty outpatient centers.
Meanwhile, underutilized inpatient spaces are being repurposed for behavioral health and rehabilitation, addressing capacity challenges and adapting to changing patient needs.
📄 Read Article (Source: Modern Healthcare)
Meta says it’s Mistakenly Moderating too Much
Meta's president of global affairs, Nick Clegg, admitted the company's content moderation systems are overly aggressive, resulting in high error rates that unfairly penalize users and suppress harmless content.
He acknowledged past mistakes, such as excessive removals during the pandemic, which he attributed to caution and hindsight. The original, 23,000-follower Instagram page for my music side project, Make 2nite, was one of the many pages that fell victim to unexplained removals during the pandemic.
Being Clegg won't come out and say it, I will: Meta, like many other companies, used faulty automated content moderation during the pandemic and countless content creators undeservingly suffered because of it. 😤
Clegg described Meta’s moderation policies as “living, breathing” documents (unlike their pandemic-era moderation practices) and hinted at future changes.
📄 Read Article (Source: The Verge)
7 Top Campaigns from 2024 and the Tactics That Drove Success
Marketing in 2024 saw highs and lows, from bold campaigns to moments of uncertainty.
Standout efforts included Liquid Death’s quirky collaborations, like its corpse paint line and Yeti casket cooler, which boosted engagement and sales.
Chili’s used nostalgia with its Big Smasher BurgerTime game to connect with audiences, while Calvin Klein’s campaigns featuring Jeremy Allen White drove $74 million in media exposure.
e.l.f. Cosmetics Australia led with purpose-driven marketing, and Gap tapped into TikTok culture with music-focused ads featuring Troye Sivan.
Lay’s Groundhog Lay’s campaign and Heineken’s Boring Mode app also highlighted creative approaches that balanced innovation with cultural resonance.
📄 Read Article (Source: Marketing Dive)
Forrester Predicts More SEO Spending, Less Focus on Brand Safety in 2025
As 2024 ends, Forrester predicts a slightly steadier 2025 for marketers but warns against complacency.
Key insights include a shift from strict brand safety to smarter practices, with major brands moving away from traditional tools like DoubleVerify.
TikTok, despite its looming ban in the US, is expected to remain a key platform, with 10% of performance media budgets going to social commerce.
Most notably, Forrester predicts that in 2025, SEO budgets will triple due to the rise of AI search engines. This surge is driven by AI’s role in enhancing search capabilities, prompting marketers to invest in multichannel SEO strategies to amplify visibility across a variety platforms, including social media, podcasts, YouTube and more.
📄 Read Article (Source: Marketing Brew)
The Latest from Grippi Media
Recent articles and videos from the Grippi Media team
How Google's Monopoly Ruling Changes Marketing
The repercussions of Google’s search monopoly ruling could be monumental - not just for its business, but for the entire marketing industry.
In this video, I break down the potential penalties Google might face, including a possible forced divestment of Chrome, and explore how these changes could upend digital marketing as we know it.
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Unlocking Personalized Medicine Through AI Data
What if you could get personalized medical solutions tailored exactly to your needs, diagnosis, and even genetics?
Personalized medicine may have sounded like a pipe dream a few years ago, but it’s fast becoming a major sector of the industry.
Allied Market Research reveals that the global personalized medicine market, valued at around $300 billion in 2021, is projected to soar to $869.5 billion by 2031.
In this episode of CareTalk Podcast: Healthcare. Unfiltered., David E. Williams and John Driscoll sit down with Bradley Bostic, Founder and CEO of hc1 and managing director at Health Cloud Capital, to explore how diagnostics and AI are transforming personalized healthcare through data-driven innovation.
Improving Advanced Care Planning with Video
Many patients want to have a say in their medical care, especially when it comes to end-of-life decisions.
Despite this, only about 36% of U.S. adults have completed any form of advance care directive, according to The National Institutes of Health.
Even for those who do plan ahead, traditional paper-based advance directives often face challenges like misinterpretation or even being ignored altogether.
Could video-recorded directives be the answer?
In this episode of HealthBiz Briefs, MIDEO Advance Care Planning CEO Ferdinando Mirarchi, D.O, F.A.A.E.M, F.A.C.E.P. sheds light on the limitations of standard advance care directives and explains why video-based solutions might deliver better results, offering greater clarity and ensuring patients’ wishes are honored.
Transforming Real-World Data into Actionable Clinical Evidence with Dr. Brigham Hyde from Atropos Health
Transforming real-world medical data into actionable evidence in minutes, not years - this is the revolutionary approach of Atropos Health.
On today's episode of the AWS Health Innovation Podcast, host Sanjit Misra, MBA has a fascinating conversation with Dr. Brigham Hyde, CEO and Co-Founder of Atropos Health.
From technology developed and tested at Stanford University, Atropos Health is reshaping the landscape of evidence-based medicine, providing on-demand evidence from real-world data to close critical gaps in healthcare and life sciences.
In this episode, we dive into how Atropos Health is elevating clinical outcomes, accelerating research, and driving operational efficiency.
What We’re Listening To
New music that has been inspiring us.
Vincent's Pick: LL Cool J - The Force
I'll admit, I had no idea that LL Cool J still made music. But I'm glad I learned otherwise.
LL's new album, "The Force," marks his long-awaited return to Def Jam records and with that, a return to form. Who would've guessed that the 14th album by LL would sound so refreshing? Q-Tip's flawless production injects a pared down, old-school sonic backdrop to LL's spry-as-ever flow.
Sure, there's plenty of corny lines throughout - but that's to be expected. It's a fun listen and that's enough for me!
Sal's Pick: Matt Champion - Slow Motion (Single)
“Slow Motion” is an unexpected pairing that works beautifully, bringing together Matt Champion’s husky tone and Jennie from BLACKPINK’s delicate voice in perfect harmony.
The D&B beat layered with atmospheric synths creates a production that feels effortless and soothing, with a natural progression that makes it endlessly replayable without losing its charm.
This collaboration showcases how two distinct styles can complement each other in a way that feels both fresh and completely natural.
Don't forget to check out our 2024 Digital Health Inbound Marketing Report:
Thanks for reading! See you next week! 👋
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