August 2024 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg August 29, 2024

What makes marketing in the health IT space unique? Who are the movers and shakers? What’s working, what’s trending? Where can you learn more? This monthly roundup post will focus in on all things health IT when it comes to marketing.

To Listen

ICYMI – On this episode of What’s My Tagline? listen in as I chat with Kriste Goad, Founder and Chief Firestarter at Fuoco, an innovative, boutique marketing and PR agency in the healthcare space. Fuoco means “fire” in Italian and the two talk about a hot topic: the use of generative AI tools to create markeing content. The two also chat about Kriste’s terrific podcast show, How It’s Done: A Podcast for Curious Marketers.

To Read

KNB Communications
Why going negative in healthcare marketing is a losing strategy -Beth Cooper, VP of Marketing and Sales at KNB Communications writes, In the world of marketing, particularly healthcare marketing, the temptation to go negative—or use scare tactics—can be strong. The idea is simple: instill fear or urgency, and your audience will rush to your solution! But as any seasoned healthcare marketing professional will tell you, this strategy often backfires, especially when you’re trying to build lasting, positive relationships with your audience.

Swaay.Health
Smart Marketing Leaders Are Adapting to Thrive – Colin Hung says – Marketing leaders must change their management styles and approaches if they want to succeed in the years ahead. What worked over the last decade will not likely work going forward. Six leaders share their advice.

Amendola Communications
The Cardinal Rule of Social Media: It’s Not All About You – Brandon Glenn, Senior Content Director at Amendola Communications writes, We all understand that the role of a corporate marketing department, among other things, is to promote its company, educate potential customers, and strengthen the company’s brand image – with the ultimate goal of driving higher sales. Most marketers know how to articulate the benefits and value proposition of their company’s products, and, generally, they do a solid job of it. What fewer marketers understand is when NOT to talk about their companies – particularly on social media. (For the purposes of this article, we’ll focus on LinkedIn because it’s the most valuable social site for business users.)

Brafton
Is Content Marketing Part of Digital Marketing? – Aleisha White, Writer at Brafton says, Mastering marketing today is like trying to juggle flaming torches — there are so many elements to balance. Fireballs aside, quality content is just one among many components that fall under the digital marketing umbrella. But if you really want to nail it, you need to understand the role of effective content marketing and how it fits into the wider digital marketing landscape. Let’s dig into what content is and how you can leverage it to build a scorching strategy.

Clarity Quest
How do you de-mystify a product that seems too good to be true? – Rayna Southart, Content Marketing Manager at Clarity Quest writes, Let’s be honest—life sciences and healthcare product marketing can be tough, especially in an industry where the stakes are high, and decisions can cost millions. Another challenge is that products in our industry are often complex and may seem “too good to be true” to potential buyers. This skepticism can be a significant barrier to adoption, even when your product truly offers groundbreaking benefits. To overcome this, it’s crucial to demystify your product and build trust with your audience. But, how?

Matter Communications
Considering a New Marketing Agency? Here are 7 Things to Look For – Tim Hurley at Matter Communications says, Deciding to invest in marketing and PR through an agency partnership is a strategic business decision. Picking an agency is the critical next step and it should be done with careful consideration. The right partner can make a world of difference in how your brand is known and perceived by its various stakeholders (or if it’s perceived at all). This is especially true in today’s increasingly complex and hypercompetitive business environment. Let’s face it – the noise level on social platforms is arguably at an all-time high, buyers are bombarded and do their best to cocoon themselves from marketers, customer loyalty is fleeting, consolidation continues to impact earned media, and news cycles are protracting.

MERGE
Google’s Cookie Update: What Marketers Need to Know – Adam Brodsky, Director, Analytics at MERGE writes, In a surprising turn of events, Google recently announced their plans to keep third-party cookies in the Chrome browser. This decision has sent ripples through the digital marketing world, leaving many marketers wondering about the future of their online advertising strategies. For digital marketers, it’s crucial to understand the implications of this change and how to adapt your approach to ensure continued success in reaching and engaging your customers.

Agency News

Carta Healthcare Selects Amendola to Promote Its AI-driven Data Abstraction Technology
Amendola Communications announced that it has been selected to implement a national public relations, content and social media program by Carta Healthcare, whose mission is to reduce the costs, save time and improve the quality of clinical data abstraction.

Matter Launches Comprehensive Media Training Offering
Matter Communications announced the launch of its media training offering. Building on years of experience successfully equipping executive spokespeople with the skills and confidence needed to effectively communicate their messages, this comprehensive program addresses the complexities of today’s media environment and is applicable to any industry and media format.

To Read

Build trust from the first contact with personalized healthcare marketing.

By Hana McCulloch, Content Manager at Kentico – In healthcare, trust is a key element for patients deciding which provider and service they’ll choose. And personalized marketing can significantly contribute to building more trust even before the clients enter your healthcare center. Learn how you can personalize content and how to do it efficiently with limited resources.

Marketing Hires & Now Hiring

Events and Communities

Scaling Up The Healthcare Performance Marketing Summit

October 29-30, 2024 – Virtual Event

Register for this event.

Scaling Up 2024 is your launchpad for exploring the latest strategies and solutions to propel your marketing efforts and explore new frontiers in patient acquisition.

What You’ll Learn:

  • Data-driven performance marketing for new patient acquisition
  • How to develop the right media mix
  • Investment modeling strategies
  • Reaching the right consumers with HIPAA-compliant targeting
  • SEO & organic growth tactics
  • Measuring impact & determining marketing ROI

Buy Your Early Bird Ticket Before September 3rd! Listen to all of their Scaling Up sessions in style with a pair of Apple AirPods Max headphones. ALL early bird ticket holders will be entered to win.

Healthcare Internet Conference

November 10-13, 2024, The JW Marriott, Austin, TX

Registration Now Open!

HCIC is the premier conference where executive and senior marketing, digital health and patient experience leaders come to focus on the business and transformation of healthcare. HCIC is where marketing, digital and the consumer experience converge! Your HCIC experience will help you refocus marketing and digital efforts while lifting up your team and organization. HCIC opens on Sunday with an awards program and a networking dinner and is followed by 3 days of educational sessions, inspiring keynotes and panel discussions and so much networking! See you in Austin!

Resources

Elevate Your Rare Disease Marketing – MERGE life science industry experts created this guide to provide a new perspective towards three tried-and-true tenets of rare disease marketing. You can expect to learn how modern solutions to age-old challenges can make a real difference for your company and the community.

Urgent Care Marketing 101 – free, online marketing eBook from Experity (@ExperityHealth)
An urgent care clinic, like any business, is only profitable if patients continue to use its services over time. Unfortunately, many urgent care facilities have a restricted marketing budget, which can severely limit new business volume and community engagement. According to Andrew Ibbotson, Vice President of the National Research Corp. in Nebraska, “Urgent care traffic is driven more by online search results, geography, wait times, and availability than traditional healthcare delivery.” These added complications make identifying the most effective marketing strategies for your walk-in clinic even more essential to success.

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