Health IT Marketing Minutes

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Posted By: Roberta Mullin June 18, 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

From HealthcareNOW Radio, 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 Michael Roberts of P3PracticeMarketing.com and Jared Johnson of UlteraDigital.com about how organizations have pivoted their marketing initiatives during COVID-19. The three also talk about the annual Edison Research report that comes out each March on the growth of podcasting.

Also, 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.

To Read

ClarityQuest
Product positioning and the evolving needs of health tech buyers in a post-COVID-19 world – Melanie Hilliard, Senior Marketing Consultant at ClarityQuest (@CQmarketing) says, When the COVID-19 global pandemic resulted in stay-at-home orders and employees began working from home full-time, we knew the way we worked was starting to evolve but had yet to grasp its full impact. Now, as states slowly start to reopen, healthcare sales and marketing professionals must develop a strategy for reaching buyers, whose mindset and work style has changed drastically.

KNB Communications
4 Quick Tips for a B2B Health IT Blog – Lily Tofel at KNB Communications (@KNBComm) writes, As part of your inbound marketing strategy, content marketing in health IT is essential for delivering your health tech company’s message. With the active use of blogs, your health tech agency can create valuable content that is both informative and enjoyable. Blogs bring in viewers and leads to your site as you regularly promote new healthcare content and offers. When done correctly, blogs can cultivate relationships with your audience and build trust. Here are some tips to make the most out of your health tech blog:

Amendola Communications
What Journalists Want: We Read Cision’s 2020 State of the Media Report So You Don’t Have To – Brandon Glenn, Content & Account Director at Amendola Communications (@AmendolaComm) says, Another year, another Cision “State of the Media” report. The 2020 edition, which represents the 11th annual report in the series, surveyed more than 3,200 journalists from across the globe to provide a picture of today’s media landscape. While much of the yearly report generally reads like PR 101 for experienced public relations professionals, it often contains some nuggets of interest that are worth further reflection.

Matter Communications
2020 Vision for Integrated Healthcare Marketing – Ryan Lilly, Vice President at Matter Communications (@MatterComm) writes, When asked what the purpose of marketing is, most healthcare executives will say something like “to drive sales.” While that is certainly correct, it is an increasingly simplistic, and even shortsighted, approach to marketing in the modern era of healthcare. Brand reputation is more important than ever. Meaningful engagement has significant value – even beyond a sale. Data derived from marketing initiatives can be deployed in meaningful ways and used to inform activities across programs.

HITMC
Healthcare PR Career Advice From 10 Veterans – By Colin Hung (@Colin_Hung) – Public Relations (PR) in healthcare isn’t an easy career, but it is very rewarding to work in an industry that has a significant impact on people’s lives. To round out our month-long look at healthcare PR, we asked 8 PR veterans to share career advice for those that may be just starting out, here’s what they said:

And check out this John Lynn (@techguy) interview – PR Tips – Think Beyond The Pitch – One of the most popular sessions at the in-person HITMC Conference is the panel discussion with editors from healthcare media. Since we couldn’t be together for this year’s conference, we thought it would be helpful to provide some PR insights from our very own John Lynn, Chief Editor at Healthcare IT Today. He’s the one that has been on the receiving end of thousands of PR and story pitches. The following is an interview with John Lynn.

Brafton
Status check: What should marketers be doing as we start re-opening? – Dominick Sorrentino, Senior Writer at Brafton (@Brafton) writes, As most governments ease lockdowns, businesses are eager for the opportunity to earn some much-needed revenue. That said, we aren’t quite back to business as usual, and authorities are still encouraging strict social distancing measures. For marketers, that means walking a fine line. The goal is to do what you can to facilitate engagement while still being very mindful of where we are collectively right now with this pandemic. To that end, here are some pointers to guide you through the months ahead.

Finn Partners
Is Your Brand Treasured or Tolerated? – Joe Walsh, Professional Serives Practice Leader at Finn Partners (@FinnPartners) says, Is your brand treasured or tolerated? It’s a simple question that brands and marketers have been asking and working to address, well, forever. However, the answer to the question today may signal whether your brand will survive or thrive as we work our way through and out of a pandemic. The question can be asked in any category or sector from B2B to B2C. It can apply at the organization level, to products, and to individual service providers or personal brands—it even applies to politics (don’t get me started).

P3 Practice Marketing
Patient Acquisition Strategies for Orthopedic Practices – Scott Zeitzer, President, P3 Practice Marketing (p3practicemktg) writes, Patient acquisition is a big focus here at P3—all of our orthopedic marketing efforts are geared toward helping practices get more of the right patients. It’s a topic we’ve discussed frequently, both on our podcast and our blog. Acquiring new patients for an orthopedic practice takes continual effort both inside and outside the practice, and in a lot of ways you don’t expect. These are some of the patient acquisition strategies we recommend for both inside and outside the practice.

Agency News

2020 Medigy HITMC Award Honorees Named
The 2020 Medigy HITMC (@HITMarketingPR) Award Honorees were announced last week. You can see the full list on this new page on their website. Based on the tremendous response in 2019, this year’s Awards were expanded to a record 27 categories. On Tuesday June 30th at noon ET, they will be hosting an online Awards Event where they will unveil the winners in each category. This will be a live event and it is open to everyone in the Community. Register for this event.

Bulldog PR Awards 2020 Honors Amendola for Air Methods Crisis Management Campaign and Vocera Product Launch
Amendola Communications (@AmendolaComm) announced that it has won two 2020 Bulldog PR Awards, solidifying the company’s reputation as a top public relations (PR) and marketing communications agency for healthcare and health IT. The Bulldog PR Awards, which celebrate the best and brightest corporate communications and PR efforts, honored Amendola with a Gold award for a Crisis Communication campaign for its client Air Methods and a Silver award for a Business-to-Business (B2B) Product Launch campaign for long-time client Vocera Communications.

Agency Ten22 Celebrates 15th Anniversary
Agency Ten22 (@AgencyTen22), an award-winning healthcare public relations and digital marketing services company, achieves an important company milestone—15 successful years serving healthcare IT and service companies. January 2020 officially marked the company’s 15th year in business. And as of June 1, 2020, the agency reports important industry accolades, remarkable customer satisfaction and continued client diversification within the healthcare market.

VisualDx Selects Aria Marketing as Agency of Record
Aria Marketing (@AriaMarketing) announced it was selected as the agency of record by VisualDx, a diagnostic clinical decision support system used by over 2,300 hospitals, health clinics, and medical schools worldwide. Since April, Aria has launched a robust communications strategy to raise awareness of the role VisualDx’s solutions play in the COVID-19 response, as well as kicked off a PR effort to promote the company’s mission and the thought leadership of CEO and Founder Art Papier, MD.

Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic
New data released by Matter Communications (@MatterComm) – a Brand Elevation Agency specializing in PR, creative services and digital marketing – reveals consumers are spending more time and increasingly engaging with influencers on social platforms during COVID-19 social distancing restrictions. The data shows the majority of consumers find these influencers’ content appropriate and helpful – with an overwhelming trust in influencer content over posts from brands, impacting purchasing behaviors.

Marketing Hires

MERGE Names Saurab Bhargava First-Ever Chief Digital Officer
MERGE (@weareMERGE), a premium storytelling technology company, announced that Saurab Bhargava joined the agency’s executive leadership team as its first-ever chief digital officer. Bhargava will lead the agency’s digital transformation business through vision, strategy, service delivery and talent acquisition. Bhargava will be based in Chicago.

Events