Health IT Marketing Minutes

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Posted By: Carol Flagg August 20, 2022

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

Many companies in the health IT space make acquisitions, a business strategy to increase or fit a need for a company’s offering. Lightbeam Health Solutions, a population health management company, doubled down on this business strategy, making two large scale acquisitions in 7 months. On this episode of What’s My Tagline? , I check in with Amanda Hunt, PR Specialist at Lightbeam to discuss how acquisitions can present some unique challenges to existing PR and marketing departments that can take some time to work through.

To Read

Clarity Quest
Marketing recommendations for digital health brands based on a large health system’s buying process – Chris Slocumb, Founder & President (@CQmarketing) writes, In July 2022, Digital Health Business and Technology posted an interview of Dr. Lynn Simon, CMO of Community Health Systems, one of the largest health systems in the U.S. I found the following paragraph on how Community Health Systems buys digital health software illuminating as it explained a lot of why sales cycles can be upwards of 18 months for health tech companies.

KNB Communications
The 5 Best New LinkedIn Features for Healthcare Marketers – Aquinnah Rank at KNB Communications (@KNBComm) says, 35+ new features were released on LinkedIn this year, from repost features to emoji-like reactions. It’s important to stay up to date with a platform’s technology to ensure you reach your audience in the most effective way possible. Here are the five best new features you can use to benefit your healthcare marketing company.

Amendola Communications
3 Easy Steps To Writing a Value Proposition That Sells – Janet Mordecai, Senior Account Director at Amendola Communications (@AmendolaComm) says, A value proposition is a simple statement that tells your customers and prospects why you are in business. At its core, it’s the promise your company gives customers about what it will deliver and why they should choose your product. Value propositions form the foundation of marketing campaigns and sales pitches, so they can’t be vague or too general.

HITMC
Content That Converts Like a Champ – Advice from a HITMC Expert Panel – Colin Hung (@Colin_Hung) writes, Content is the foundation for most marketing campaigns. Marketers are therefore under constant pressure to create content that converts. It turns out that long-form content: eBooks, whitepapers, and webinars continue to be top performing assets for B2B healthcare marketers. But what content are we overlooking? What pitfalls should marketers avoid when creating content? We convened a panel of experts to find out.

Matter Communications
7 Reasons to Maintain Your Marketing Program in Uncertain Times – Tim Hurley at Matter Communications (@MatterComm) writes, There’s no question that companies have a lot to balance these days: the war in Ukraine; inflation/stagflation; supply chain challenges; stock market volatility; tightening company valuations. These events call for careful consideration by brands across industries as outcomes impact nearly every facet of their businesses – and marketing is no exception. We’ve seen this movie before – periods of tremendous growth followed by budget tightening, a few speed bumps and, in some cases, contraction. Everyone from business consultants to investors are quick to issue warnings during challenging times: Exercise caution. Tighten the financial and operational belts. Hunker down. Ride out the rough patch.

Brafton
Branding vs Marketing: Important Differences to Know – Sonora Birnie, Writer at Brafton (@Brafton) says, Whether you’re the proud owner of a new business or working with a team of dedicated marketers who want to spread brand awareness about your product or service, you’ve likely heard of marketing and branding. Some may use the terms interchangeably, but true marketers know there are some key differences between the two.

Agency News

Way to go Beth!

Great Job!

Congrats!

Congrats!

Lumeon Engages Amendola for Strategic PR and Marketing Services
Amendola (@AmendolaComm) announced that Lumeon, the leading care orchestration solution provider, has selected the firm to amplify client successes, thought leadership, and industry best practices.

Marketing Hire & Now Hiring

Aria Marketing

Diameter Health Hiring Content Marketing Specialist

StudioNorth

Matter Communications

Events

#HITMC
When: Tuesdays, 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.

ICYMI

Killer public relations, marketing and social media in healthcare requires making the right moves at the right time. Tune in to hear them on their show, Overrated & Underused, weekdays at 10am, 6pm, and 2am ET right here on Healthcare NOW Radio or checkout their playlist below!

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.