Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg December 3, 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

On this episode of What’s My Tagline? I spoke with Bob Zdon, the Chief Marketing Officer at ABOUT. Bob joined the company a year ago when it was still named Central Logic, and discusses the bold decision to rebrand the company to ABOUT.

To Read

Amendola Communications
Blurred Lines: When My Work in Healthcare Became Personal, Again and Again – Elizabeth Schwartz, Senior Account Director at Amendola Communications (@AmendolaComm) says, When I was a little girl, I always wanted to be a pediatrician. And a writer. I had no idea as an idealistic young lady that there wasn’t really a career that combined the two disciplines. And when I learned how long I had to go to school to be a pediatrician, I leaned in a little more on the writing. It wasn’t until I had leaned way into writing and four years of Journalism school that I got my first job at a multi-hospital research health system. I learned quickly that I could combine my three passions—helping people, healthcare and writing.

Clarity Quest
Brand building: The foundation for a solid medical device marketing plan – Tom Bonaventura, Account Director at Clarity Quest Marketing (@CQmarketing) says, When marketing medical devices, many companies jump right into lead generation initiatives. But to market a device properly, you first need to get your marketing foundation in order, including brand elements. While your company may not be first to market, it is critical to position yourself as unique and memorable, which requires a strong branding effort.

HITMC
6 Essential Elements for eBook Landing Pages – By Colin Hung (@Colin_Hung) – Landing pages for eBooks and Whitepapers should give visitors what they expect – a simple place to enter their information in return for your content. To do that, all that’s needed is 6 essential elements: headline, image, form, whats-in-it-for-them, trust indicators, and a post-conversion page. Keep the page simple and you should have a solid conversion rate.

Brafton
What Is Content Syndication? 14 Networks and Platforms To Know (Infographic) – Alexander Santo, Writer for Brafton (@Brafton) says, Whether you’re a B2B marketer or a B2C content creator, your main goals include getting the word out about your brand and supporting demand generation among your target audience. If you’re already taking an SEO-driven content marketing approach, a content syndication strategy can help you amplify your message and drive traffic to your website. Let’s explore what content syndication is, why it’s a valuable marketing tactic and how you can choose the right syndication partner.

Ten22/Finn Partners
3 Tips for Planning a Return to Live Events – Beth Friedman, Senior Partner with Finn Partners’ Global Health Practice (@AgencyTen22) writes, At this time of year, I often spend my spare moments glancing out the window of my home office and planning a spring garden. This enjoyable exercise reminds me of planning for another “garden” expected to bloom again in spring as we attempt to navigate a new world forever altered by the pandemic. This “garden” is the return of in-person tradeshows. Now is the time of year for comms pros to think about 2022 media relations strategies for industry events, many of which will be live once again after a two-year hiatus. The recently-held HIMSS conference, healthcare technology’s largest trade show, gave me a good sense of what’s both probable and possible.

KNB Communications
5 ways to optimize Google My Business as a healthcare marketer – Aisling Gigandet at KNB Communications (@KNBComm) writes, If you’re involved in healthcare marketing, you are likely well-aware of the hefty impact that Google Ads and your website’s SEO practices can have on result page rankings and generating leads. However, your healthcare business might be missing a piece from the SEO puzzle– your free business listing from the Google My Business tool. Take full advantage of Google My Business using these 5 tips:

Agency News

FINN Partners Adds Pharmacy Podcast Network, Expanding Omni-Channel Communications Approach That Strengthens Client Ties to Influential Health Audiences
FINN Partners (@FINNPartners) announced that starting December 1st, the Pharmacy Podcast Network (PPN) – a news organization known for hosting and distribution of content that reaches 100,000+ in the pharmacy community – will join the agency. PPN and its new digital magazine Rx Influencer will operate as a unique unit of FINN, led by Todd Eury, vice president and executive producer. Eury, based in Pittsburgh, PA, will report to Gil Bashe, Global Health Chair, FINN Partners.

Matter’s Precision Team Announces Over 25% Growth in Revenue And Staff Through 2021
Matter Communications (@MatterComm) announces over 25% revenue and staff growth for its Precision team in 2021. Precision combines full access to Matter’s myriad agency resources with neatly defined scopes of work that support growing brands’ most important business drivers. The team has spent the year supporting a number of new and legacy clients with critical developments including major product launches and initial public offerings (IPOs) as they emerge from the COVID-19-driven challenges of 2020.

Marketing Hires & Now Hiring

Matter Communications

Aria Marketing

Studio North

MERGE Names Justine Fedak as Chief Marketing Officer
MERGE (@weareMERGE) announced that socially conscious marketer, Justine Fedak, is joining the agency as Chief Marketing Officer and a member of the company’s executive committee. Justine will work with MERGE’s senior leadership to tell the many stories about MERGE’S clients, people and work.

#HITMC
When: Every Tuesday, Noon ET (9 AM PT)

What: Monthly chats on marketing strategies in health IT. Sponsored by: Healthcare IT Marketing and PR Conference. Find the topic for the next #HITMC Tweetchat.  View previous Tweet Chat summaries.

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.