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Marketing and Communication

Myth Busters in Health Equity

The COVID-19 pandemic and other health crises have further illuminated the disparities in public health in the United States. To meet the specific health needs of different communities, it’s essential to examine the assumptions that are creating or reinforcing barriers to public health benefits that can ultimately lead to marginalization or even systemic exclusion.   MYTH #1: H ...

We Are a Just Employer.

We are proud to share that we have become a Just employer. Just is a transparency platform from The International Living Future Institute that measures and discloses how companies treat their employees and where they make financial and community investments. The rigorous process required us to disclose data on success indicators like gender and ethnic diversity, quality of benefits, pay equity, and employee education.

health equity

Collaborating to Achieve Health Equity

More than any other health crisis of our time, the COVID-19 pandemic has highlighted the realities of health inequity in the United States and the continuing efforts to meet the needs of the people who need the most help. Tailoring health communications is about much more than overcoming stereotypes to ensure your message is received and heard. Community-led connections with di ...

The Next Chapter in Public Health Communications: Lessons Learned From a Pandemic

Public health marketing professionals have faced unprecedented and unpredictable communication challenges throughout the COVID-19 pandemic. A key factor, and likely a long-term challenge, is health message fatigue. Indeed, a growing body of research shows that message fatigue occurs when people are repeatedly exposed to messages about the same preventive health behaviors—for ex ...

Segmentation: The Essential Ingredient in Public Health Campaigns

Segmentation uses a powerful combination of expert data analysis and advanced infrastructure and technology to identify specific groups with shared traits within a larger target audience. This marketing approach is particularly effective in public health campaigns in which resources are often constrained and tactics must be prioritized for behavior change on a large scale.   Th ...

Segmentation and Optimization: FMG’s Data-Driven Approach to Building Vaccine Confidence

Fors Marsh Group (FMG) uses segmentation and optimization to deliver data-driven decisions and communications strategies to the biggest health crisis of our time, the COVID-19 pandemic.

Driving Pandemic Health Outcomes Through Influencer Marketing

Reaching your desired audience with the right message is the magic equation in marketing. But what if your target audience is nearly every age group, geographic area, ethnicity, race, gender, and unique differentiator? And your message is to drive positive behavior change during the largest health crisis of our time. That was—and continues to be—the challenge faced by Fors Marsh Group (FMG) starting in August 2020 when we were tasked with creating and implementing a public education and behavior change marketing strategy for the COVID-19 Public Education Campaign. 

The even bigger challenge, we learned, is finding the best messenger.

How to Leverage Influencers and Trusted Messengers for Targeted Marketing

Although influencer marketing is not a new tactic, it is often overlooked in the public sector, particularly in nationwide federal government campaigns that require oversight of messaging and audience segmentation. Influencers can complement other paid and earned media efforts with a ground-level approach and balance the official message with a familiar voice that can drive a w ...

juntos sí podemos stickers

FMG's Contribution to Health Equity for U.S. Latinos During Hispanic Heritage Month

The United States celebrates Hispanic Heritage Month from September 15 to October 15, and we’re marking another significant milestone this month: the one-year anniversary of FMG supporting the U.S. Department of Health and Human Services’ (HHS) COVID-19 We Can Do This (Juntos Sí Podemos) public education campaign. This national initiative has helped increase public confidence i ...

We Can Do This Campaign

Fors Marsh Group Awarded Second Contract Supporting National COVID-19 Vaccine Awareness Campaign

The U.S. Department of Health and Human Services’ Social Marketing Campaign Aims to Educate the Public and Boost Vaccination Rates.Fors Marsh Group (FMG) announced that it was awarded a second contract, valued at $150 million, for the nationwide COVID-19 Public Education Campaign by the U.S. Department of Health and Human Services (HHS), Office of the Assistant Secretary for Pu ...

hashtag, social listening, social media, elections, politics

Listening to Voters: Social Listening as an Election Assessment Tool

In 2020, Fors Marsh Group (FMG) identified the power of social listening and launched an innovative new practice area that merges the power of applied research with digital consumer intelligence. This capability bolsters our market research efforts to understand the public’s needs while complementing traditional formative research methods, like focus groups and surveys, with ri ...

substance use disorder recovery, purple ribbon, recovery research, SUD

Fors Marsh Group Embarks on a New Challenge: Improving the Resourcing of Recovery

The United States entered the new decade with a global pandemic affecting people, economies, and education at levels not seen since the great World Wars. The COVID-19 pandemic has captured society’s full attention, as we have seen the worldwide death toll mount to over 210,000 in less than a year. And, while our collective focus remains on the coronavirus, the sad realities of ...

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