Author: oryna-schiffman-root

12 Sep 2019

Vitadox Marketing Plan 2019

“If you try being everything to everyone, you run the risk of being nothing to no one.”

the oldest marketing quote in the book     


It’s not just a tagline: integrative is the future of healthcare

Deloitte’s 2019 Health Care Industry Outlook describes a huge shift in U.S. healthcare demand:

away from a system of sick care in which we treat patients after they fall ill, to one of health care which supports well-being, prevention, and early interventionClinical innovations, patient preferences, and government program payment policies are prompting hospitals to shift certain services to alternative points of care and even to virtual environments that benefit from a cost and access perspective.

The Stanford Social Innovation Review reports: “Platforms that provide a way for patients, caregivers, and  staff to share stories and develop solutions across the health system are disrupting traditional hierarchies in medicine.’’

That sums up what is currently called Integrative, Functional, Precision, Regenerative, Holistic, or Complementary and Alternative Medicine (CAM) healthcare – which is practiced by the majority of WebToMed clients.  

Now that 70% of Americans are aware of CAM’s efficacy, Mayo Clinic has declared: “Integrative medicine: Alternative becomes mainstream”. The Cleveland Clinic has partnered with the country’s top functional medicine doctor. More and more CAM treatments are covered by major health insurers like Aetna and Kaiser Permanente every year, and the Osher Center for Integrative Medicine at Harvard Medical School has begun educating the doctors of the future.

CAM: not so “alternative” anymore

Whatever U.S. Googlers want to call it….

(alternative medicine: 33,100 searches + holistic medicine: 40,500 + integrative medicine: 27,100 + precision medicine: 18,100 + allopathic medicine: 12,100 + herbal medicine: 49,500 + ashwagandha: 673,000 + adaptogen: 7,000 + cordyceps sinensis: 18,100 + panax: 50,000 + chiropractor near me: 50,000 + PRP hair treatment: 18,100 + acupuncture points: 22,200 + acupuncture near me: 12,800 + bioidentical hormones: 18,100 + natural remedies for headaches: 18,100 + what is CAM: 6,600 + complementary medicine: 5,400 + complementary and alternative medicine: 5,400 + holistic therapist: 9,900 + holistic detox: 3,900 + uses of stem cells: 6,600 + holistic health practitioner: 2,900 + holistic approach to health: 1,000 + herbal medicines and their uses: 1,900 + stem cell therapy for arthritis: 1,600 + stem cell therapy for knees: 1,300 + holistic health definition: 1,900 + alternative medicine definition: 1,900 = 1,118,100 total searches)

….they will spend $35 billion on it this year alone.

Who are they?


People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” –Brian Halligan, founder & CEO of HubSpot

Roughly three out of four Americans currently take some kind of supplement that’s outside the medical mainstream. A 2018 survey found more than 90% of American adults living with chronic pain seek natural, non-opioid treatments.

Doctors Health Press reports that 70% of adults over 50 (Baby Boomers) use some form of CAM medicine. However, according to AARP, 69% of those surveyed said they had not discussed their CAM use with their primary physician.

According to an American Psychological Association study and a Zoc Doc survey, 93% of Millenials do not schedule preventative healthcare visits with primary care physicians. They do their own research online, mostly visiting health blogs and chat rooms for CAM solutions. They trust friends, family, social media, blogger and podcast influencers – not traditional medical institutions and authority figures – for general, non-emergency care.

Gen Xers tend not to be brand loyalists, according to Ragan’s Health Care Communication News.  Surveys consistently show that they have short term relationship expectations when it comes to health care. They expect to change health care providers to best suit their needs. Generation X is the first generation to go from health care patients to health care consumers.

According to the Pew Research Center there were 71 million Millennials (20-35 year olds) and 74 million Boomers (52-70 year olds) in the U.S. in 2016. During 2019 Millennials are expected to overtake Boomers as their numbers swell to 73 million and Boomers decline to 72 million. That’s a potential market of 145 million Americans who are likely to prefer internet research and CAM treatments to primary physicians and pharmaceuticals for general care.

Healthcare providers (HCPs) are scrambling to fill demand. Today, the majority of American OBGYNs offer at least one alternative medicine modality, and primary physicians are beginning to integrate acupuncture, PRP, and BHRT into their standard medical practice. Even the traditional medicine stalwart, Mayo Clinic, has published a CAM handbook.  More and more physicians like Dr. Anthony Youn, are incorporating it into their practice, or, like Dr. Sara Gottfried, switching over to it full time and becoming best-selling authors.

How do these statistics play out in real (Google) life?

The buyer’s journey: looking for short cuts

Health IT Analytics recently published a Yext Patient Search Behavior report. When asked what resources they used when selecting a healthcare provider, only 17% said provider profiles, while 54% searched healthcare articles. What does this mean for HCPs? They need content.

 “Fewer patients are going directly to physician profile pages for information, but the content on your website still plays a crucial role in helping your information surface in search. Make sure your content is appropriately tagged with Schema markup…which describes website content in a way that search engines can understand — so your content will be more likely to show up for a relevant search.”

The vast variety of available CAM treatments seems to be splintering broad, traditional medical searches into smaller, more specialized ones.  People are seeking in-depth explanations about how their body functions, and how specific treatments function on it. Or, they’re seeking recommendations from a trusted friend who’s already done so.


Let’s look at diabetes, one of the fastest growing diseases in America. According to the Centers for Disease Control over 100 million American adults have diabetes or pre-diabetes. What are they searching for?

Traditional medicine searches include: diabetes management: 9,900 searches + new diabetes medications: 4,400 + endocrinologist diabetes: 2,900 + best doctor for diabetes: 1000  = 18,200 total searches.  These searches serve up conventional mainstream sites that feature “there-is-no-cure-for-any-diabetes-you-must-take-meds-for-life” type content.

Now let’s look at some less general, more segmented, niche-driven CAM searches:

“how is diabetes prevented”: 18,100 + “diabetes treatment in Ayurveda”: 2,900 + “how to reduce sugar level home remedies”: 2,900 + “how to cure diabetes naturally at home”: 1,600 + “diabetes treatment at home”: 1,300 + “side effects of diabetes medication”: 1,300 + “how to cure diabetes permanently”: 1,300 + “how to cure diabetes naturally without medication”: 1,000 + “effective home remedies for diabetes”: 1,000 + “type 2 diabetes treatment without medication”: 1,000 + “the blood sugar solution 10 day detox diet” (Dr. Mark Hyman’s best-seller that’s helped thousands manage diabetes): 35,000 =  67,400 total searches.

The majority of WtM clients (past, present and currently being pitched) work in Dr. Hyman’s CAM space, servicing patients who seek preventative/minimally invasive/non-pharma care. Even the Xtelligent Healthcare Media is publishing white papers about the cost benefits of pharmaceutical-free diabetes reversal.

Like investment consultants who diversify a portfolio for lower risk / higher yield, targeting multiple popular “micro-searches” – in our client profiles and in our patient education library – appears to be the most strategic approach.

06 Sep 2019

Hello world!

Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

07 Sep 2015

Typography matters

Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed.

The arrangement of type involves selecting specific typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).

Typography is the work of typesetters, compositors, typographers, graphic designers, art directors, manga artists, comic book artists, web designers, graffiti artists, and now—anyone who arranges words, letters, numbers, and symbols for publication – from clerical workers and newsletter writers to anyone self-publishing materials.

Holiday Memories

The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. As of 2014 many corporations, products, brands, services, agencies and other entities use an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo.

As a result, only a few of the thousands of ideograms in circulation are recognizable without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.

Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many alphabets in increasingly globalized markets.

Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

Howard Schultz

Designing a good logo may require involvement from the marketing team and the design agency (if the process is outsourced), or graphic design contest platform (if it is crowdsourced). It requires a clear idea about the concept and values of the brand as well as understanding of the consumer or target group.

Broad steps in the logo design process might be formulating the concept, doing an initial design, finalizing the logo concept, deciding the theme colors and format involved.

Principles of craft

Legibility is primarily the concern of the typeface designer, to ensure that each individual character or glyph is unambiguous and distinguishable from all other characters in the typeface. In part, legibility also is an aspect of concern for the typographer to assure selection of a typeface with appropriate clarity of design for the intended use at the intended size.

Selection of case, upper, called also capitals, or lower, severely influences the legibility of typography because using all-caps or upper case letters, significantly reduces legibility.

Legibility refers to perception and readability refers to comprehension understanding the meaning. Good typographers and graphic designers aim to achieve excellence in both. Some commonly findings of legibility research include:

  1. Text set in lower case is more legible than text set all in upper case: capitals or all-caps.
  2. Extenders – ascenders, descenders and other projecting parts – increase salience or prominence.
  3. Regular upright type – roman type – is found to be more legible than italic type.

Studies of both legibility and readability have examined a wide range of factors including type size and type design. For example, comparing serif vs. sans-serif type, roman type vs. oblique type, and italic type, line length, line spacing, color contrast, the design of right-hand edge (for example, justification, straight right hand edge) vs. ragged right, and whether text is hyphenated.

A legible typeface can become unreadable through poor setting and placement, just as a less legible typeface can be made more readable through good design.


25 Aug 2015

A piece of home

The length of time one piece tooks to create is a measure of its value.

23 Jun 2015

Philosophies for design

Designing often necessitates considering the aesthetic, functional, economic and sociopolitical.

06 Apr 2015

Print Typography

As human societies emerged, the develop of writing was driven by pragmatic exigencies such as exchanging information, maintain codifying laws and record history.

In most languages, writing is a complement to speech or spoken language. Writing is not a language but a form of technology.Within a language system, writing relies on many of the same structures as speech, such as vocabulary, grammar and semantics, with the added dependency of a system of signs or symbols, usually in the form of a formal alphabet. The result of writing is called text, and the recipient of text is called a reader.


In a perfectly phonological alphabet, the phonemes and letters would correspond perfectly in two directions: a writer could predict the spelling of a word given its pronunciation.

Alphabets are usually associated with a standard ordering of their letters. This makes them useful for purposes of collation, specifically by allowing words to be sorted in alphabetical order.

It also means that their letters can be used as an alternative method of “numbering” ordered items, in such contexts as numbered lists. The English word alphabet came into Middle English from the Late Latin word alphabetum.

The term “alphabet” is used by linguists and paleographers in both a wide and a narrow sense.


The English word alphabet came into Middle English from the Late Latin word alphabetum, which in turn originated in the Greek (alphabētos), from alpha and beta, the first two letters of the Greek alphabet.

Alpha and beta in turn came from the first two letters of the Phoenician alphabet, and originally meant ox and house respectively.

Informally the term “ABCs” is sometimes used for the alphabet as in the alphabet song, and knowing one’s ABCs for literacy, or as a metaphor for knowing the basics about anything.

In a perfectly phonological alphabet, the phonemes and letters would correspond perfectly in two directions: a writer could predict the spelling of a word given its pronunciation.
Alphabets are usually associated with a standard ordering of their letters. This makes them useful for purposes of collation, specifically by allowing words to be sorted in alphabetical order.

It also means that their letters can be used as an alternative method of “numbering” ordered items, in such contexts as numbered lists. The English word alphabet came into Middle English from the Late Latin word alphabetum.

Typography is the use of type to advocate, communicate, celebrate, educate, elaborate, illuminate, and disseminate. Along the way, the words and pages become art.

James Felici

Another terminology is that of deep and shallow orthographies, where the depth of an orthography is the degree to which it diverges from being truly phonemic

In an ideal phonemic orthography, there would be a complete one-to-one correspondence between the graphemes (letters) and the phonemes of the language, and each phoneme would invariably be represented by its corresponding grapheme.

This would mean that the spelling of a word would unambiguously and transparently indicate its pronunciation; and conversely that a speaker knowing the pronunciation of a word would be able to infer its spelling without any doubt.

This ideal situation is rarely if ever achieved in practice – it seems that nearly all alphabetic orthographies deviate from it to some degree or other.



09 Mar 2015