Health IT Marketing Minutes

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Posted By: Roberta Mullin January 23, 2020

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

Tune in to What’s My Tagline? where we put the microphone in front of the healthcare marketing, sales, social media, and PR community. On the show, host Carol Flagg (@carolflagg) questions industry experts relative to their occupations on the impact of social media, the evolving role of content marketing, the critical factor of engagement to build brand loyalty, and more. On this episode, Carol talks with speaker, author and branding expert Jared Johnson. The two discuss providers’ use of social media, his book, Connect the Docs: Put Digital Health Into Practice, and his podcast show, Healthcare Rap.

To Read

Brafton
The 2020 State of Content Marketing Report – From the Brafton (@Brafton) Resource Center – As the curtains close on the 2010s, a new decade of content marketing enters stage right. In the 1990s, content marketing was born. In the 2000s, it was democratized thanks to social media and the emergence of the first DIY site publishing platforms. In the 2010s, content marketing’s potential as an organic, value-add marketing strategy was realized. So what’s in store for the 2020s?

ClarityQuest
Tech Marketers Guide to Budget Setting in 2020 – Chris Slocumb, founder and president of ClarityQuest Marketing (@CQmarketing) writes, It’s not uncommon for marketing leaders at small-to-mid sized tech companies to kick-off the new year with a request from their executive team to evaluate upcoming marketing expenditures. Those facing such a challenge should turn to industry best practices for setting a comprehensive marketing budget based on your organization’s goals, revenue and sales. In crowded markets like health IT and biopharma, where new products are popping up every day to compete for the same eyeballs, you can’t depend on last year’s strategy to drive future success.

Finn Partners
B2B Decision Makers: Understanding Personal And Professional Behaviors – Katherine Curtis, Partner, Insights & Planning at Finn Partners (@FinnPartners) says, One of the benefits of partnering with Global Web Index (GWI) to conduct the 2019 B2B INfluence survey is the additional layers of data that can be added to what we learned about individuals involved in B2B purchase decisions. Given how blended the lines between professional and personal have become, and even more so for the younger generations rising in the leadership ranks, understanding both personal and professional behaviors is essential to developing an effective marketing strategy. With 50% of the U.S. workforce in jobs which allow partial telework, gaining insight into how people behave outside the traditional office setting is key to reaching and engaging them.

KNB Communications
The Top 3 Email Marketing Tips for Health Tech Marketers – Beth Cooper at KNB Communications (@KNBComm) writes, Email marketing is an opportunity for health tech brands to present high-quality, unique owned media directly to a relevant audience. It’s a way to engage an audience, and keep them engaged. Email marketing is one of the most influential tools in a B2B content marketer’s playbook. Here are some of our expert tips, specially tailored to healthcare marketers:

Amendola Communications
How to Generate Content for Corporate Blogs Without Relying Exclusively on Thought Leaders – Brandon Glenn, Content & Account Director at Amendola Communications (@AmendolaComm) says, The more corporate blogs change, the more they stay the same. A 2016 post on Amendola’s blog lists the primary benefits a corporate blog can deliver, which all ring true three-and-a-half years later. Those advantages include: building SEO and attracting visitors to your site, providing a platform to exchange ideas with prospects and customers, strengthening your brand, serving as the hub of your content marketing efforts, and establishing you as thought leaders in the industry.

HITMC
Personalization, Social Media and SEO Top Marketing Advances of Last Decade – By Colin Hung (@Colin_Hung) – A lot has happened over the past decade in healthcare marketing. We have seen the explosion of marketing technology (MarTech), the rise of social media platforms as a viable advertising medium and of course the growth of content-based programs. Marketing departments have also undergone a transformation over the last ten years. We used to be the “make it look/sound pretty” department, but that changed as more data science and analytics began to be applied to marketing programs. Through data we began to understand buying behaviors and prospect actions. We could tweak subject lines, layouts and frequency and see the impact on open rates, clickthrus and signups.

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Agency News

Anderson Interactive
Killer public relations, marketing and social media in healthcare requires making the right moves at the right time. Your Hosts, Experienced Marketers Jen Jennings and Tom Testa have emerged from the trenches to provide the answers. In each episode, they will debate the most OVERRATED and UNDERUSED promotional tactics – evaluating each not only for their effectiveness, but their cost-effectiveness, while sharing best practice examples and challenging the status quo.

Marketing Positions

Amendola Communications
Top PR and Marketing Posts from the Amendola Blog in 2019 – PR and marketing pros looking for some inspirational reading are invited to check out the top blog posts of 2019 by the team at Amendola (@AmendolaComm), a nationally recognized, award-winning healthcare and health IT public relations and marketing agency. The following posts from the Amendola blog were among the most popular this past year, receiving extensive views and shares with some also picked up by industry outlets like Bulldog Reporter.

Anderson Interactive

Events

HITMC 2020

Join the #HITMC community and hundreds of your peers for 3 days of knowledge sharing, collaborating, and most of all….FUN. The 2020 Healthcare and IT Marketing Conference (HITMC20) is their 7th annual event and they are looking forward to having you there!