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November 18, 2025

Designer vs. Agency: When to Call Which

Let’s be honest — sometimes you just need a clean layout fast. And sometimes, you need a strategic partner who can connect the dots between data, creative, audience behavior, and ROI. Knowing when to call a freelance designer or design firm versus engaging a full-service agency isn’t just a budget question — it’s a business decision. And it starts with knowing what you’re really solving for. Here’s how we help clients think it through. When a Designer or Design Firm Is the Right Call A freelance designer or small design studio can be a great solution when: ✅ You’ve Already Built the Strategy If you already know the “what,” “who,” and “why” — and just need someone to translate that into a visual deliverable — a designer may be exactly what you need. Think: Resizing existing creative assets Adapting a campaign to different formats (social tiles, banners, flyers) Internal presentations, event signage, sales sheets ✅ You Have...

October 23, 2025

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by Patricia Uhrich

The Best Marketing Strategy? Start by Answering Your Customers’ Questions

In today’s saturated media environment, trust is the new currency. But how do you earn it? Not by shouting louder. Not by spinning slicker taglines. And definitely not by hiding behind jargon. You earn trust the old-fashioned way: by being helpful. From Content to Conversion: Strategy in Action For example, if you're a regional health insurer, you already know your prospects are asking: “What does this plan cost compared to others?” “What’s the difference between an HMO and PPO?” “Will I be able to keep my doctor?” “Does the plan include dental?” “What do current members think?” A content-forward strategy meets them where they are: Blog posts that break down plan options Videos that explain the enrollment process Downloadable guides comparing coverage levels Personalized mailers that address common FAQs And in the B2B world? Same rules apply. Buyers want clarity, not complexity. In the marketing campaigns we’ve developed for our clients, we've used this approach to: Reduce cost per acquisition Improve lead quality ...

September 26, 2025

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by Patricia Uhrich

From 1 to 100: What We’ve Learned About Blogging That Works

We’re about to hit a big milestone: our 100th blog! Since our very first post back in 2017, we’ve covered it all — from Gen Z shopping habits to Medicare deadlines, marketing memes, and even Super Bowl ad hot takes. Now, as we approach blog #100, we’re looking back on what we’ve learned — and sharing some practical tips for writing blogs that actually get read, spark engagement, and (yes) even drive results. 1. Pick Topics That Solve Problems, Not Just Share Opinions Looking back at our most-read blogs, one thing stands out: practical, “how-to” style posts outperform. Example: Our blog on “3 Smart Ways to Use AI for Member Engagement” drew strong engagement because it tackled a pressing question for healthcare marketers. Posts like “Five Top Trends Reshaping Marketing in 2025” performed because they gave forward-looking insights readers could apply. Tip: Start with the audience’s pain points — acquisition, onboarding & retention, renewals —...

August 26, 2025

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by Patricia Uhrich

3 Trends Marketers Should Know for Q4 2025

As Q4 approaches, the pressure is on. For many organizations, the last quarter of the year isn’t just about closing strong — it’s about setting the tone for the year ahead. In highly competitive and regulated industries, that means more than “keeping up.” It means staying ahead of trends that directly impact acquisition, onboarding, retention, and renewals. At Direct Choice, we see three trends that should be top of mind as you build your Q4 2025 campaigns. 1. Print and Offline Channels Are Making a Comeback We’ve seen firsthand how print and direct mail have regained traction in recent years. In a world where digital messages can get lost in crowded inboxes, tangible materials stand out and create a sense of credibility that’s hard to match. Campaigns that integrate mail with digital touchpoints consistently outperform single-channel efforts. For Q4, pairing direct mail with email, streaming video, or SMS can create a powerful one-two punch...

June 17, 2025

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by Patricia Uhrich

3 Smart Ways to Use AI for Member Engagement

In highly regulated industries like healthcare, pharmaceuticals, and financial services, member engagement isn’t just a priority — it’s a compliance-sensitive puzzle. Consumers expect personalized, on-demand experiences. But marketers in regulated spaces have to deliver that experience while navigating HIPAA, CMS, GLBA, and other strict frameworks. That’s where AI can help — if you use it wisely. AI isn't a gimmick or a black box. When applied strategically, it helps marketing teams improve retention, personalize outreach, and predict member behavior — while staying fully compliant. Here are 3 practical, proven ways to use AI to improve member engagement in regulated industries: 1. Predict Who’s Likely to Disengage — and Act Before They Do AI-powered predictive models can help you identify patterns in member behavior before attrition happens. Has a member stopped opening emails? Skipped appointments? Failed to activate their account? AI can flag these as early warning signs — and trigger timely, personalized outreach across compliant channels like direct...

May 20, 2025

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by Patricia Uhrich

Marketing career burnout is for real-fortunately, so are the solutions

I’m not sure exactly when my colleague suffered from marketing career burnout out as a middle-aged middle manager, but he told me how it happened. While his inner rock star was telling him it’s better to burn out than fade away, Bill was in need of a reality check. He was missing too many family dinners, working too many weekends, and quietly suffering from major anxiety over deadlines. By the time he was 40, Bill said he could barely look at bright-eyed interns without thinking they should run for the exits. Today, he realizes that it never had to be that way. There are many easy-to-implement strategies for avoiding burnout while enjoying a fulfilling and successful marketing career. Here are few at the top of our list. Rethink the way you accomplish your job. We’ve all grown tired the adage “work smarter not harder” but it holds a lot of truth. Optimize your...

February 4, 2025

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by Patricia Uhrich

How do this year’s Super Bowl ads stand up to an all-time top 10?

First of all, know that this post is not a review of this year’s Super Bowl Ads. We’ll leave the comparing and critiquing up to you. Instead, this is about embracing the originality, creativity and boldness of previous spots which have left a lasting impression. The latest compilation of this year’s ads, which you can view here, have some standouts for sure with one being Michelob’s The Ultra Hustle. But compared to the classics below, don’t expect to see this year’s crop of ads to show up on a future top 10 list (or even a top 100). Today’s marketers and their agencies should jump into our wayback machine and see what it takes to land a spot in the hall of fame that exists in our collective memories of Super Bowl Ads. Reminisce with our top 10 favorites in chronological order: Coca-Cola "Mean Joe Greene" (1979) One of the most heartwarming commercials...

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