Health IT Marketing Minutes

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Posted By: Carol Flagg September 23, 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

Overrated & Underused
Tune in to one of our popular 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

P3 Practice Marketing
Why Your Practice Needs a Web Presence Even If Your Patients Are “Older” – Scott Zeitzer, President, P3 Practice Marketing (@p3practicemktg) writes, Because we primarily work with ortho, spine, and neuro practices, we often talk to practices whose patients tend to fall into the “senior” category. This is especially true for practices that focus on joint replacements and degenerative spinal conditions.

Amendola Communications
What’s Wrong with Group Brainstorming? A Lot. Here’s a Better Alternative. – Brandon Glenn, Account & Content Director at (@AmendolaComm) says, Group brainstorming sessions are largely a waste of everyone’s time. Before I’m burned at the stake for corporate heresy, consider that this seemingly controversial statement isn’t just coming from me. Google “Why brainstorming doesn’t work” and you’ll surface a plethora of articles from leading publications like Harvard Business Review, Inc., Fast Company, The Washington Post and The Guardian.

Brafton
How to Create Your Own Content Strategy Template for Your Marketing Programs – Li-Wei Chu at Brafton (@Brafton) says, One of the most important things that you can do as a marketer is to create a great content marketing strategy. Nowadays, nearly anyone can upload their own content to the internet. In fact, a recent study conducted by Takeo found that there are over 2.5 quintillion bytes uploaded every day. You read correctly 一 quintillion, or 10 raised to the power of 18!

HITMC
What Conference Tweets Generate Engagement? – By Colin Hung (@Colin_Hung) – For the past decade, healthcare conferences have generated a flurry of tweets. There are the dreaded “come-to-my-booth” tweets, “join-this-session” tweets, social/fun tweets, session tweets and informational tweets. Which one generates the most interaction? The answer is not surprising – social/fun tweets, but informational tweets are a close second.

Aria Marketing
Diagnosing Telehealth: Pros and Cons of Digital Doctor Visits – Jennifer Brooks at Aria Marketing (@AriaMarketing) says, As a healthcare PR agency, it’s our job to examine the latest industry trends and developments. One trend on the minds of many of our healthcare IT clients is the rapid rise of telehealth. The pandemic has accelerated telehealth’s adoption, but will things return to the way they were post-pandemic, or will this growth continue?

Clarity Quest
What does it take to build thought leadership in healthcare marketing? – Rayna Southart, Content Marketing Manager at ClarityQuest (@CQmarketing) writes, Similar to growing your company brand, establishing yourself as a thought leader takes time and patience. You can’t expect to write one blog post and be taken seriously as an expert — you need to build trust and reputation. We’ve pulled together some of our tried and true practices we use to establish our clients as thought leaders in health tech.

Agency News

Marketing Hires & Now Hiring

CureClick Reshapes Clinical Recruitment Space Through Appointment of Nico Coetzee as Chief Marketing Officer
CureClick (@CureClickTeam), the world’s first proprietary crowdsourcing platform that matches clinical trials to available patients, demonstrated its commitment to reshaping the clinical recruitment industry by announcing the appointment of renowned digital health strategist Nico Coetzee to the post of Chief Marketing Officer. Coetzee will guide the team responsible for creating, communicating, and delivering innovative clinical recruitment solutions that drive value for patients and clients, as well as business partners of CureClick.

Clarity Quest Marketing Adds Content Marketing Manager To Support Its Expanding Healthcare Agency
Clarity Quest Marketing (@CQmarketing) announced that Rayna Southart, joined the firm’s Ann Arbor, Michigan, office as content marketing manager where she will write marketing content for the firm’s clients.

Matter Communications

Point of Care Partners

Amendola Communications

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.

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.