February 2025 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg March 3, 2025

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 speak with Rachel Schreiber, a fractional marketing executive, and co-host of The Spark, an Avaneer Health podcast featuring discussions around innovations shaping the industry. We talk about her show, AI trends and have fun talking about her personal tagline “Why Not Me?”

To Read

MERGE
The Modern Healthcare Brand: Strategies for Bold Innovation – Kellie Bliss, EVP Client Service, Health & Wellness Practice Leader at MERGE says, If you haven’t dusted off how you think about your brand strategy in the last few years, the time is now. While some data will tell us that consumers’ attitudes toward their health have not changed much since COVID, the trend toward health as a priority focus is indisputable. And, while most healthcare delivery organizations are rebounding, it is clearly the time to accelerate based on a few key trends, such as demand, choice, supply, and trust, among others.

Swaay.Health
Effective Targeting in Your Marketing Campaigns and Leveraging the Patient Voice – John Lynn writes, Implementing the right targeting in your healthcare marketing campaigns can dramatically improve the results from your marketing spend according to Ty Allen from SocialClimb. Learn more about this and other trending marketing topics in this video interview at the Healthcare Marketing Summit.

KNB Communications
The power of Easter eggs in healthcare marketing: lessons from Kendrick Lamar’s Super Bowl performance – Beth Cooper, JD/MDA, VP of Marketing and Sales at KNB Communications says, Whether you enjoyed the halftime show during the Super Bowl or not, it’s a fantastic case study in symbolic storytelling, cultural nuance, and audience engagement. Kendrick Lamar’s set was not intended solely to entertain; it delivered a series of meticulously crafted Easter eggs that resonated deeply with his fanbase. From sly nods to his ongoing feud with Drake to symbolic stage design referencing his earlier work, Lamar’s performance was a testament to the power of subtlety and insider knowledge.

Brafton
ChatGPT For Marketing Data Analysis: What It Can and Cannot Do – Chad Hetherington, Senior Writer at Brafton says, Do the words “data analysis” send a shiver down your spine? I get it. However, data analysis is a huge thing for marketing. It tells you how your campaigns are performing and what you should do next to improve your pipeline. It’s the precursor to just about every decision you’ll make. Still, that doesn’t change the fact that it’s just plain tough — especially if you’re not formally trained in it.

ClarityQuest
The importance of B2B health tech patient journey mapping – Melanie Hilliard, Account Director and Content Lead at Clarity Quest writes, Even though the B2B health tech marketer’s primary goal is to reach buyers at healthcare organizations, leveraging how your patient end-users will engage with the technology or service should be the foundation of your messaging and content strategy. Read on to learn how B2B marketers can better understand how to use patient journey mapping to gain a better understanding of how patients.

anthonyBarnum
PR Must-Dos for 2025 – Melissa Anthony at Anthony Barnum says, 2025 is poised to be a year with momentum. Fundings and mergers and acquisitions are slated to increase while new technological advancements are taking hold and offering new levels of efficiency across sectors. Many tech companies are positioning to carve out market share as they deliver solutions created to drive efficiencies and scale. Marketers have a mandate to break through the noise.

Matter Communications
A Healthcare Social Media Checkup: Dos and Don’ts of Social Media Marketing for Healthcare Orgs – Courtney Fitzgerald at Matter Communications writes, Whether you’re a health tech firm, consumer health and wellness brand or a healthcare provider, social media marketing has taken many twists and turns over the past few years. From increased fragmentation of social media channels to new channels like Bluesky to increased politicization to concerns about overly aggressive content moderation, it’s never been more challenging to navigate effective social media marketing.

New Agency Contracts

Life365 Health Selects Amendola for Integrated PR/Marketing Program to Promote Virtual Care Solutions
Amendola Communications (Amendola), part of Supreme Group, announced that it has been selected by Life365 Health, a leading developer of virtual care technology solutions that enable healthcare delivery at home, to implement a national PR/marketing program.

Accolades & Accomplishments

Marketing Hires

Kontakt.io Hires Three Executives to Drive AI Innovation and US Hospital Growth
Kontakt.io, a company in AI-powered RTLS for care operations, announced that it has hired three executives to accelerate its continued product innovation and market growth through responsive care orchestration. The new executives are: Chief Technology Officer, John Turek, Chief Financial Officer, TC Fleming, and Vice President of Marketing, Rubi Cohen.

Events and Communities

Resources

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.

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.

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