Health IT Marketing Minutes

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Posted By: Carol Flagg April 22, 2021

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 – What is Voice Marketing?

March Virtual HITMC Event
I had the great pleasure of giving a recent 10-minute Ted Talk-style presentation at the March Healthcare IT Marketing & PR Conference. Voice marketing is becoming a critical component for marketers and is loosely defined as using strategies and tactics to reach a target audience through voice-enabled digital devices, and specifically smartphones and smart speakers.

In a nutshell, voice marketing is this practical issue we as marketers face of moving content conveyed in text on a webpage, a blog post, and so on, to the spoken word or sound. You, your company, your brand, your messaging—all need to be harmonized to create an audio identity that strikes a chord with your intended audience.

To Read

KNB Communications
4 Ways Healthcare Marketers Can Tackle Zoom Fatigue – Kiersten Keating at KNB Communications (@KNBComm) writes, Zoom meetings have now become the “norm” in the healthcare industry as many companies have fully transitioned from an office setting to completely remote. Long video call meetings with healthcare clients and co-workers can bring on a sense of fatigue that can affect overall health and tiredness. See below what causes Zoom Fatigue and how to fix it.

HITMC
Hire for Marketing or Healthcare Experience? – By Colin Hung (@Colin_Hung) – I was recently asked by the CEO of a growing Health IT company whether it would be better to hire a senior marketing leader who is skilled at marketing but new to healthcare or someone who has healthcare experience, but not as skilled at marketing. 100% of the time I would choose the less experienced marketer who has healthcare experience.

ClarityQuest
How many of your social media friends would come to your funeral? 5 tips for building community and careers – Melanie Hilliard, Senior Marketing Consultant at ClarityQuest (@CQmarketing) says, How many Twitter (insert preferred social network here) followers do you have? Truth be told, it’s not a vanity metric to which I pay much attention. What I do pay attention to are the great projects and ideas that I’ve seen come to life. I’ve been active on Twitter since 2009. And I’ve been connecting with new colleagues and friends from day one.

Amendola Communications
Write 200 Lousy Words Per Day, That’s It – Morgan Lewis, Senior Writer at Amendola Communications (@AmendolaComm) writes, Writing is drudgery for many people, which is part of the reason our clients let us do some of that writing for them. Often, the hardest part is just getting started, even if you write for a living. As I’ve described before in this blog, at the start of a writing project we may become overwhelmed by all the information we want to include in our written content, or unsure of how we want to start, and it leads to procrastination and more stress. We end up either missing a deadline or we rush to put something out that could have been better.

Brafton
How To Build a Modern Marketing Team – Alex Cox, Senior Writer at Brafton (@Brafton) says, Marketing teams support a company’s brand end-to-end, owning every task from demand generation to customer engagement on social media. To handle this wide range of responsibilities, the highest-performing marketing departments draw upon diverse and cross-functional expertise across SEO, data science, PR, content marketing and design.

Madalyn Sklar

Agency News

FDS Amplicare Selects Amendola Communications as Agency of Record
Amendola Communications (@AmendolaComm) announced that FDS Amplicare has selected the firm as its public agency of record. Amendola is implementing a comprehensive media and communications program that will showcasethe success of FDS Amplicare’s collaborative work with clients and bring greater awareness of its pharmacy software solutions, which include business intelligence, medication synchronization, claims reconciliation and medical billing.

Clarity Quest Marketing Marks 20 Years Delivering Results For Healthcare, Life Sciences, and Technology Companies
Clarity Quest Marketing (@CQmarketing) is celebrating 20 years of demonstrating ROI that helps clients achieve their goals, from completing an IPO or acquisition to meeting aggressive revenue goals. The agency has earned a reputation for its expertise and results-driven programs for some of the most innovative companies in healthcare, life sciences, and technology, while securing its position as a sought-after destination for creative professionals.

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.

Marketing Hires & Now Hiring

StudioNorth

MERGE

Matter Communications

Healthcare Ads Are Going Hollywood: The Bloc Launches Storytellers Department And Hiring Drive
It’s time to raise the bar for healthcare video content. The Bloc, an independent health creative agency announced the launch of The Bloc Storytellers, which will deliver production and narrative power incorporating human emotions, previously only available in Hollywood movies to the healthcare industry. The result will be industry-changing, award-winning work that will have massive impact on customers’ minds.

Events

ICYMI

Thought Leadership in Healthcare: 2021 Landscape for Audio Content
In today’s digital and social media driven world, thought leadership as part of a content and branding strategy has never been more critical. The COVID-19 pandemic brings additional challenges as health IT companies and organizations pivot messaging and approach, some struggling to find a foothold, and a voice, in these incredibly challenging times.

On this webinar, Carol Flagg of Answers Media Network/HealthcareNOW Radio discussed: Overview of Voice Marketing; Latest research on audio content; The impact of the COVID-19 pandemic; Differences in streaming audio content and what that means for Alexa and Siri; How audio content provides an opportunity to create multiple content usages; The elephant in the room – Listener Analytics; ROI. Watch the recording.

Overrated & Underused
Tune in to one of our latest shows, Overrated & Underused. Killer public relations, marketing and social media in healthcare requires making the right moves at the right time. Hosts, experienced marketers Jen Jennings (@Jen_Jennings) and Tom Testa (@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. Take a listen.

Don’t Miss What’s My Tagline? – Now in our Podcast Network
Hashtag: #WhatsMyTagline
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 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.