Caitlin M. Nicholson

My Recent Work

Orthopedics in Frederick County: Keeping Us Moving

Frederick County is moving! As one of Maryland’s fastest-growing counties—and as we keep moving—it’s important to prioritize the health and wellness of our diverse, growing community. Keeping with this theme, and because November is a month to give thanks, let’s spotlight the people and resources that help keep our community moving.

Quite literally, orthopedic surgeons keep us moving. Orthopedics is a medical specialty that focuses on treating the musculoskeletal system, which includes your bon
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From Venue to Virtual - A Guide to Accessible Event Planning

Ensuring your events are inclusive and accessible is key to broadening your audience reach. According to the World Health Organization (WHO), an estimated 1.3 billion people, or 16% of the world’s population—1 in 6 of us—experience significant disabilities. And it’s not just about statistics; it’s about each person facing unique challenges.

Accessibility matters because it makes everyone feel welcome at every event, regardless of physical challenges or hidden disabilities. Plus, the Americans w
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A Guide to Podcast Marketing

Podcasts are a popular medium – whether you’re a reality TV fan, a true crime aficionado, an entertainment junkie, or just want to learn something new – there are plenty of podcasts to choose from based on your interests. According to Edison Research, a lot of people in the U.S. are tuning into podcasts. In fact, 64% of those aged 12 and older have listened to one. Out of those, 42% listen every month, and 31% listen every week. That’s a massive audience of around 183 million people!

Podcasts a
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How to Conduct a Social Media Audit (And Why They Are Important)

There is no doubt that social media is a powerful marketing tool. Ninety-six percent of small businesses use social media marketing in their overall marketing strategy. But you want to make sure you’re not just winging it. If your brand or organization is on social media, ask yourself the following questions:
• None How do you use data to inform your social media strategy?
• None How do you know if your social media strategy is working?
• None How do I show ROI for my social media strategy?

A s
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A Guide to Social Media Marketing Metrics

I like to say that social media marketing is both an art and a science. There’s an artistic and creative side with conversational words and striking visuals. But then there’s also the science – the data that drives your social media strategy. At launch, use data to understand your audience, establish goals, and create a content calendar. Over time, use data to see how your content is performing and make adjustments to your strategy. The purpose of this blog post is to help you understand:
• Why
Overit.com •

Emojis and Digital Marketing: What You Need to Know

Did you know that 2023 marks the 10th anniversary of World Emoji Day (July 17)? While it’s an unofficial holiday, as marketers, it’s a great time to look at emojis and their role in digital marketing. They can add fun to social media posts, personality to an email subject line, or even express thought better than words. But there are certain best practices we need to keep in mind. Let’s dive in!

Why use emojis in digital marketing?

Most of us use emojis in our everyday lives – texting friends
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6 Questions About Brand Audits Answered

What do you think of when you hear the word audit? For many of us, we think of a tax audit, which is usually not a fun topic! As marketers, we think of a brand audit. These can be more fun – at least for a group of brand junkies like us! In today’s connected business climate, competition is fierce. It’s not enough to just have a great product or suite of products. It’s about being memorable. It’s about having a brand that differentiates itself from everyone else. And brands don’t stay the same.
Overit.com •

How Brands Can Authentically Participate in Observances

Last month was Women’s History Month, an annual declared month highlighting the contributions of women to events in history and contemporary society. In recent years, we’ve seen brands attempt to take part in these diversity heritage months. Some have done a commendable job, while others have made missteps and have paid for it by being trolled heavily on social media. (We’re looking at you, Burger King!)

In conversations with clients, we’re often asked to help find creative, relevant ways to ce
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A Guide on Blogging for Any Industry

Here is a blog about blogging – how meta, right? A lot of us read blogs to learn something new, check out places to visit while traveling, get parenting tips, or find solutions to problems we might have. Some of us might even blog personally. But what about blogging for your brand or your business? Blogging for your business is a marketing tactic that helps you earn more online visibility. This guide on blogging goes into the whys and hows of blogging for your company with some best practices an
Media Logic •

3 Content Marketing Tips for Payvider Health Plans

The convergence of payers with hospital and health systems has led to the growing importance of provider-led health plans, more commonly known as payviders. Earlier this year, we talked about the payvider trend – why it is surging and what it means. At Media Logic, we work closely with payvider health plans to help them effectively reach current and prospective members. The Social Content Marketing Team has found that the payer/provider relationship provides unique opportunities for healthcare c
Media Logic •

5 reasons to include a blog in your healthcare marketing strategy

Blogging can be a very important component of any content marketing strategy. According to Hubspot, blogs are among the primary three forms of media used in content strategies today, and a strong portion (over 50%) of content marketers used blog posts in their content creation strategy. For health plans specifically, there are many reasons to include a blog in your healthcare marketing strategy.

Everyone wants more quality website traffic, right? Adding a blog to your website adds dynamic conte
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How to Measure Healthcare Content Marketing Performance

The events over the past two years have shown us that healthcare consumers want timely, critical health information and accurate answers to their healthcare questions. Healthcare content marketing is a valuable way to reach current and prospective members and patients with accurate, relevant health information and helpful, educational content. Benefits for your brand include awareness, better patient and member health literacy, consumer engagement, better search engine rankings and recognition a
Media Logic •

The Potential Benefits of Podcast Advertising for Healthcare Marketers

Podcasts have been around since 2004, and while their popularity has steadily grown, recent media coverage of podcasts has brought them more attention says WhyPodcasts.org. They have potential as an advertising medium for healthcare marketers for multiple reasons:
• The ability to target niche audiences. Our Emerging Media Team notes that audience fragmentation is spurring advertisers to take advantage of podcasting’s targeting ability.
• Growing listenership. The Infinite Dial 2021® from Edison
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How Healthcare Brands Can Use Social Media to Show Your Human Side

Amid all of the chaos and uncertainty in this world, many of us are craving connection and accurate information. Social media is a great way for marketers to provide both. As social content marketers, we are always looking for ways to make healthcare organizations’ social presences feel more personal, while still being professional and informative. This helps your organization boost social media engagement with your target audience, establish greater authenticity, re-engage existing followers an
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Healthcare Social Content Marketing During COVID-19: Lessons Learned

What a year it’s been… and it’s not over yet! 2020 has definitely been one for the history books. As healthcare marketers working closely with health insurers, hospital and health systems and health tech companies, we have faced a lot of unique challenges. Back in April when the COVID-19 pandemic was top-of-mind everywhere, we wrote about whether or not health insurers should continue to market. As healthcare social content marketers, we asked ourselves the same question. The role of social medi
Media Logic •

Healthcare Podcasts: What Healthcare Marketers Need to Know

Since Apple first launched podcasts 15 years ago, we’ve seen a huge growth of this medium. If you’re a fan of podcasts, you definitely know how addicting they can be, and you also know that there are so many of them out there. In fact, as of April 2020, Podcast Insights reported that there are over 1 million podcasts (though “only” half may be active). All that content – there may be over 30 million episodes – is designed to entertain and/or inform its audience, an opportunity not lost on health
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Is It Time to Explore TikTok for Financial Services Marketing?

Savvy financial services content marketers constantly evaluate and refine their brand’s presence on social media, including consideration of opportunities as they emerge. In 2020, one of the most talked about platforms is TikTok, a fast-growing social network with over 1 billion active users and a YoY growth rate of 395%. With a mission to “inspire creativity and bring joy,” TikTok is a mobile video-sharing social platform used to create short lip-sync, comedy and talent videos that are about :1
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Addressing the Social Determinants of Health With Content Marketing

In our observations as healthcare marketers, we’re always looking for interesting content-driven initiatives by healthcare brands. We’re also paying attention to key topics and trends in the healthcare industry such as the social determinants of health (SDoH) and the different ways that health insurers are working to address them. We previously wrote on the efforts undertaken by a few health insurers to address loneliness. Cigna, in particular, addresses mental health, loneliness and stress in a
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Four Steps for a Successful Multilingual Marketing Campaign

For modern businesses, the key to being successful is to stay current. The advent and growth of the Internet and social media have made the world a smaller and more connected place. We are seeing a transition from business-to-consumer and business-to-business to human-to-human. Marketing initiatives must adapt accordingly.

When developing a marketing campaign, you want it to evoke emotion with your customer base. So it's important to understand different types of consumers, their habits, and th
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3 Ways to Localize Site Content to Attract Global Consumers

A web­site is a brand’s vir­tu­al store­front. But are your brand’s vir­tu­al doors open to glob­al cus­tomers?

As a mar­keter, you may wear many hats. One of them may be man­ag­ing your brand’s online con­tent, includ­ing site con­tent. Your web­site is an impor­tant vehi­cle for dri­ving prospects and cus­tomers to your brand’s prod­ucts and ser­vices. And in terms of glob­al mar­ket­ing, a web­site allows you to enter a coun­try with­out hav­ing to estab­lish a brick and mor­tar busi­ness. B
eLearning Industry •

eLearning Localization: 6 Cultural Considerations

Global companies mean global learners. eLearning is an effective solution for organizations looking to train and educate these global learners to required company standards, values, and procedures. It is important to acknowledge that not all global learners are the same; they are influenced by cultural factors. Being aware of some of these factors goes a long way in developing culturally appropriate courses. Below is a list of 6 cultural factors to take into consideration with eLearning localiza
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7 Tips For Cost-Effective eLearning Localization

With this in mind, let’s take it a step further. As a course is developed for global learners, keep in mind that it will probably need to be localized now or sometime in the future. Localizing means taking a course and making sure content is culturally appropriate, meaningful, and that it makes sense in each target market from the text to audio to video to graphics and layout.

eLearning localization is a lengthy process, but it doesn't have to be that bad. With ample planning time and preparati
eLearning Industry •

eLearning Localization: Voiceover vs Subtitling!

Voiceover vs. Subtitling: Which to Use for eLearning Localization?

Voiceover means re-recording the audio files into your target language.
• Adding multilingual voiceovers makes your localized course look and sound complete and professional.
• There are three different voiceover options to consider: off-camera narration, UN-style narration, and lip-synching (dubbing).
• Voiceover is a great option when your course has a lot of on-screen text or multiple speakers in your audio files.
• Voiceover
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7 Sure Fire Translation Tips for e-Learning

The secret is to start thinking about requirements at the outset, before you even approach an e-Learning translation vendor. These seven tips will save you time and money. You’ll reach your audiences effectively in culturally appropriate ways.

7 Tips for Translating and Localizing your e-Learning Program
• For Content

When writing content for your e-Learning program, it is best to begin with the end in mind. Anticipate that the content will need to be translated and localized. As always, make