Ryan Gates
President at PANO Marketing
Website Address: pano-marketing.com
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with Ryan Gates from PANO Marketing. To learn more, check out https://pano-marketing.com
What is your company Elevator pitch when talking about your company?
PANO Marketing provides outsourced marketing department services — a subscription to an experienced marketing team, led by an industry professional, for a fraction of the cost of one full-time employee. We are a decentralized business embedded at Wichita State University that specializes in FQHC healthcare marketing.
What is the biggest change in marketing that you see coming in the next 2 years?
We have already seen a massive change in consumer behaviors during COVID-19 as people became more digital savvy and adopted more digital tools at a rapid rate. We have seen more comparison shopping, switching brands, and digital consumption over the past 2 years. Over the next 2 years, these trends and behaviors will continue to increase at a compounded rate. Marketing strategies need to meet these new needs with digital tools, a focus on UXD, and a focus on fostering meaningful relationships with customers that provide bespoke experiences.
What is one tip that you would give when it comes to digital marketing?
We tend to focus too heavily on the “product” in marketing. For us, especially in healthcare and the nonprofit sector, “experience” is what needs to be focused on. A poor product with a great experience will sell while a great product with a poor experience will not. Focus on UX, UXD, and thoughtful automation when it comes to digital marketing and MarTech tools.
What is the main pain point that you solve for your customers?
When an organization has people in their marketing department who are managing multiple responsibilities, they are unable to provide the attention needed to the various initiatives. For less than the cost of one FTE, PANO provides our clients with a team of professionals who are experts in their field. This allows our clients to be more proactive, strategic, and successful in their marketing goals and tactics.
