Ilene Rosenthal, CEO

Ilene Rosenthal, CEO

Ilene Rosenthal is the CEO of White Space Marketing Group, fulfilling her aspiration to bring hybrid marketing expertise to the mid-market. With a deep love for the brand, and a practical passion for marketing that delivers results, Ilene has curated a team of brilliant, client-centered marketers who wake up every day to serve with the ambition necessary to achieve her clients’ true potential.

Author's Posts

The Separation Of Church And State In Healthcare Marketing

Ilene Rosenthal, CEO

Separation of church and state is good in politics and publishing, but not in healthcare.

So often, healthcare organizations keep patient and professional engagement activity divided by a whale-sized moat. Most of the time, separate marketing teams run different patient and physician programs. 

While it makes sense to approach subject matter distribution channels differently, this doesn’t mean the strategic thinking should be limited to a view from one audience’s perspective. The perspective, in fact, should be that of the brand.

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Topics: marketing strategy

Why Onboarding Is A Lot Like Marketing

Ilene Rosenthal, CEO

Onboarding new business partners can be a royal pain... for both the onboarders and the onboardees.

With so much information to impart, it’s difficult to strike a balance between being thorough and downright mind-numbing.

 

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Topics: marketing strategy

The Father’s Day Rule: “Ask Good Questions”

Ilene Rosenthal, CEO

With Father’s Day celebrations just behind us—and reflecting on how important a father’s guidance is—it reminded me of an attitude that was ever-present in our home. Every day that our kids left for school, from the youngest age, Lou sent them off with this instruction: “Ask good questions!”

In a world where everyone is “selling” something, this philosophy represents a particular skill set that rises above all others.

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Topics: marketing strategy

Cha-Cha-Cha-Change: Moving On To Bigger And Better

Ilene Rosenthal, CEO

This past Monday, my newly minted college graduate daughter moved across the country to start her post-college life in Palo Alto, California. She’s facing lots of new things on this adventure: new work, new friendships, new town, new car, new apartment. She’s pumped. I’m... okay.

But, as much as I already miss her and worry about her (hey, I get to do that—I’m the mom), I know all of these new encounters represent growth. And growth means “bigger and better,” or at least that’s the hope.

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Topics: marketing strategy

Why Every Client Is Our "Passion Project"

Ilene Rosenthal, CEO

The idea had a zero-percent chance of more revenue for us. But I had to push forward and find an inside advocate who'd do the right thing.

At the end of a very long week, I wrote an impassioned note to a client about an important step they need to take to realize growth. I've been talking about a way to plug up the holes I saw in their sales process for three years!

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Topics: marketing strategy

The White Space Team’s 2019 Resolutions

Ilene Rosenthal, CEO

OMG 2019. That is just way too close to 2020. It means my kids have crossed over into adulthood. Lou and I will be married 25 years, we’ve lived in our “new” house for 12 years.

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Our Top 10 Blogs From 2018

Ilene Rosenthal, CEO

In 2018, one of the strategies we implemented focused on expanding our blog presence. Part of that approach included getting more of our team members involved, contributing to the conversation with their own areas of expertise. What resulted was a diverse representation of our team’s experience and knowledge.

Here are the 10 blogs from this past year that received the most readership.

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Turkey, Tradition, And Giving Thanks: Thoughts From The White Space Team

Ilene Rosenthal, CEO

Sometimes, it’s difficult to get past all the challenges of daily life and really step back to acknowledge the fortunes. The Thanksgiving holiday presents a good reminder, providing us an entire day dedicated to reflecting on the blessings bestowed upon us.

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Brainstorm Better In Biz: Avoid The Collision Between Creativity And Efficiency

Ilene Rosenthal, CEO

Running a successful company sometimes requires priorities that actually conflict with one another. Time and again I’ve encountered  a current of tension between processes that generate creativity and those that build efficiency. If the tension isn’t mitigated, one will dominate, slowing the drive to the overall goal.

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Topics: content marketing

Testimonial Best Practices: Developing The Story Of You

Ilene Rosenthal, CEO

In last week’s blog about the psychology of testimonials, you met the five “praising personas” you’re likely to encounter when asking for a recommendation or testimonial. When you understand each, you won’t be caught off guard when the response you get isn’t quite the response you anticipated.

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