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Chris Panebianco on creative optimization

Chris Panebianco, is the former Chief Marketing Officer at Bankers Healthcare Group, a company committed to providing hassle-free financing solutions for licensed healthcare and other highly skilled professionals. Chris discussed with me the key role played by creative in both direct mail and digital channels and how creative optimization in both channels is a task that is “never finished.”

Don’t miss the full-length interview where we BHG’s use of direct mail, the return of the QR code, and how direct mail can be used as a mid-funnel channel.  We also discuss BHG’s experimentation with the influencer channel, how the company assists non-profits in the two cities in which it is active as part of morale building and to support the communities that support the business’ growth.

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