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Karen Kariv

Co-founder of SponsorMotion, Karen Kariv was inspired to take action after watching team after team struggle to efficiently evaluate marketing opportunities. She has over 20 years experience in healthcare (consulting and industry), ranging from clinical development through lifecycle management. She loves data, a good glass of wine, and dogs. She and her family are based in Boston.

Happy people at a conference

5 questions to ask before buying sponsorships

The value of sponsorship marketing is often diminished by spirited discussions around the size of the booth and giveaways to attract people.  In fact, most of the value is in the decisions made even before you get to that point. 

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Creating customer connections

In the last month or so, no less than ten healthcare-focused companies have talked candidly to me about the difficulty of connecting with customers. They've spanned various types of organizations - physicians, patients, administrators, B2B, etc.

Around 2 am this morning, my mind started to organize these conversations, and I realized quickly that a little shift in the approach could bring dividends to everyone involved.

First, building awareness to generate leads is challenging; the root of it all is trust, which is best built in real life.
  • Most efforts are focused online because it's cheap and easy (although I'd challenge both) and it doesn't require vast amounts of labor.
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