Health IT Marketing Minutes

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Posted By: Carol Flagg November 7, 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 talk to James Aita, Director of Strategy and Business Development at Medicomp Systems and the producer of the company’s podcast, Tell Me Where IT Hurts. James has a fascinating story to tell, talking of his entry into health IT at age 19, his passion for digital media, and his approach to getting senior leadership on board to launch a show.

To Read

KNB Communications
KNB’s Marketing Experts Weigh In on the Do’s and Don’ts of Healthcare Marketing Trends in 2022 – Katherine Buhl at KNB Communications (@KNBComm) writes, In the world of marketing and public relations, it is crucial to stay up to date with the latest trends. People are constantly changing and technology is constantly advancing, so marketing must evolve to satisfy customer and client needs. This is especially true in the healthcare industry where innovation is key to offering the best value-based care. People want the best when it comes to their healthcare, and marketers are the connection between patients and choosing their healthcare providers. So what healthcare marketing trends should you and shouldn’t you be incorporating in your 2022 marketing strategy?

Brafton
Return on Ad Spend (ROAS) — What It Is And How to Maximize– Marvin Flores, writing for Brafton (@Brafton) says, Marketing is creative and fun, but does it pay off? There is so much competition out there on the web. So how do you know marketing is truly helping your business stand out? It always comes back to data: Return On Ad Spend (ROAS) is a less popular but extremely useful key performance indicator (KPI). It helps you track the success of your advertising endeavors.

P3 Practice Marketing
10 Signs You Need a New Website – Scott Zeitzer, President, P3 Practice Marketing (@p3practicemktg) writes, According to Pew Research Center, 72% of U.S. adults have searched for health information online. This means that if you want to attract new patients, you’ll need to market yourself online. There are lots of different ways you can market yourself online, but all of those marketing efforts need to point to one central location, or hub: your website. The goal in having an effective online presence for your practice is to get in front of patients who are searching for a doctor online. Your website is very often a patient’s first impression of your practice so it should accurately reflect your brand.

Amendola Communications
4 Tips From A Former Healthcare Reporter – Jack O’Brien, Content and Account Director at Amendola Communications (@AmendolaComm) says, Career changes are rarely easy, especially when you study a field throughout college and subsequently work in it following graduation. In August, I left a respected healthcare trade journal after nearly four years and ‘crossed over to the dark side,’ as they say. There were several professional motivations behind the move, but one that excited me about joining the world of public relations (PR) was that I had already worked with numerous agencies during my time on the editorial side. As I’ve settled into my new role, I wanted to share four observations on the PR strategies that I found most effective while in my capacity as a journalist.

Clarity Quest
Successful Digital Marketing for Healthcare Software Requires Focus and Resilience – Chris Slocumb, Founder and President of Clarity Quest Marketing (@CQmarketing) writes, Does this sound familiar? You’re leading the marketing for a healthcare software product launch and your CEO mandates you get campaigns out ASAP to “fill the pipeline”. It doesn’t matter if your company doesn’t know whether ASCs or imaging centers are your targets, how you are different from the competition, or why a health system would prioritize precious budget on this product. It sounds silly reading it, but we see it happen every day.

HITMC
Getting the Attention of Healthcare CIOs – By Colin Hung (@Colin_Hung) – At the September EXPO.health event we featured a panel of former CIOs. It was an excellent event with lots of fantastic insights. You can view the recording here. During the post-panel discussion, I posed a question that I thought would be relevant to the HITMC Community: How can you get the attention of a Healthcare CIO? Here is what the panel had to say.

Matter Communications
Why A UX Strategy is Fundamental to Website Design – Vanessa Plowman at Matter Communications (@MatterComm) says, User Experience (UX) is a relatively new term that’s become more utilized within the last decade. Our definition of UX is built around creating a dynamic, empathetic, engaging, yet simple, experience for users — leading them to complete a task geared towards agreed upon strategic business goals. Whether the user’s task is to complete a purchase, sign up for a newsletter/blog/demo or simply learn something new, the UX strategy simplifies the actions necessary to complete the goal.

Agency News

FINN Partners Health Practice Continues to Expand Global Reach
Global marketing and communications firm FINN Partners (@FINNPartners) has added InHealth Communications, a highly regarded independent communications consultancy, to its UK team. InHealth represents several sector-leading software and technology device companies serving the health sector. Julian Tyndale-Biscoe, founder of InHealth Communications, will serve as senior partner, Health, FINN Partners.

Vim Engages Amendola Communications for PR and Marketing Services
Amendola Communications (@AmendolaComm) announced that Vim, a technology company building digital infrastructure for health plans, care providers, and the members they mutually serve, has selected the firm to amplify client successes and industry best practices after a competitive review of agencies.

4medica Re-engages Amendola for Strategic Public Relations Services
Amendola Communications also announced that it is re-engaging with former client 4medica®, a leader in healthcare data quality and patient matching technology, to amplify client successes and thought leadership.

The Bloc’s Secrets of Success: 5 Ways The Health Creative Agency Won 200 Awards
Over the past two years, The Bloc has redefined health creative to become one of America’s most talked about agencies. As a global pandemic has reshaped society, The Bloc has been at the forefront of changing not just what stories get told about healthcare, but how they’re told. In doing so, they’ve won over 200 film and advertising awards in 2020 and 2021. Recently, The Bloc became the first ever health agency listed on the “Of The Year” ranking for the entire Cannes Lions International Festival of Creativity. In addition, The Bloc is a founding member of The BlocPartners, the acclaimed global network of independent health creative agencies. The BlocPartners recently placed second in the “Health Network of the Festival” category at the Cannes Lions Health Festival.

Marketing Hires & Now Hiring

Aria Marketing

Matter Communications

Clarity Quest

Studio North

Events

#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.