January 2025 Health IT Marketing Minutes

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Posted By: Healthcare NOW Radio February 1, 2025

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

ICYMI – On this episode of What’s My Tagline? listen in as I chat with Stephanie Kindlick and Nicole Hoy. Stephanie and Nicole lead the marketing team at MRO, a leading healthcare data management company helping providers, health plans, and other users exchange clinical data. They join me to discuss the use of AI technologies in marketing and to talk about the company’s recent MEGA re-brand.

To Read

ClarityQuest
Healthcare tech investment trends and marketing implications: Get the guide – Brian Shilling, Executive VP of Client Operations at Clarity Quest writes, Analyzing health tech investment trends over the past 5–6 years is enough to give anyone whiplash. In 2019, digital health startups raised $8.1 billion, just shy of the $8.5 billion all-time high the previous year. Then the COVID-19 pandemic changed the world, and a rollercoaster ride ensued. Here are the yearly investment totals (h/t Rock Health).

Brafton
It’s Not About the Importance of Marketing – It’s About the Importance of the Right Marketing – Dominick Sorrentino, Brand & Product Director at Brafton says, There can be no sales without effective marketing efforts. Even the guy hawking Hot Nuts on the street corner needs to look credible. His signage and the gloves he wears are, in their own small way, product marketing. Marketing management is a first impression. It’s what you wear, the language you use, and the values you choose to share. It’s all the ways you represent yourself with commercial intent to engage potential customers.

Amendola
New Year’s Resolutions for Improving Your Company’s Messaging – Chris Nerney, Senior Content Director at Amendola Communications writes, The start of any year is an ideal time for healthcare companies to review and, if necessary, revise their brand messaging. The industry moves fast, and the message that resonated in January may be gathering mold a few quarters later. Or a healthcare company may want to reach a new target audience as its product evolves and market dynamics change. Here are three possible marketing and public relations resolutions for 2025 that, if embraced, will help healthcare companies raise their profiles and distinguish themselves from the growing crowd.

KNB Communications
The perfect RFP process for finding the right biotech agency partner – Beth Cooper, JD/MDA, VP of Marketing and Sales at KNB Communications says, You’re a marketer at a biotech company, looking for a marketing or PR agency. A popular method of finding your perfect fit for an agency is going through an RFP process. A lot of RFPs cross our desk, and we’ve seen what works and what doesn’t. Here’s a detailed guide to writing an effective RFP tailored to find a biotech marketing and PR agency that works for you.

StudioNorth
When do standard B2B marketing KPIs become irrelevant? – John Mosey, Digital Analyst at StudioNorth writes, When you’re determining the key performance indicators (KPIs) for a B2B marketing campaign, it’s important to know what to measure, and when. It’s also important to know when to stop. You’re probably familiar with the concept of the marketing funnel. We see the B2B buyer journey differently. It may start out as funnel-shaped, but at a certain point — when conventional awareness and engagement KPIs are no longer useful — it turns into something more like an hourglass. An hourglass? Yes. Read on.

Agency News

KNB Communications wins prestigious Netty Award for Biotech PR + Marketing Agency of the Year
KNB Communications announced it has been recognized for its outstanding work in biotech PR and marketing at the Netty Awards, one of the most esteemed accolades in the digital age. This year, the agency’s exceptional work has earned the most prestigious designation: Biotech PR + Marketing Agency of the Year.

Red Rover Health Partners with Amendola for PR Program to Promote EHR Integration Platform
Amendola announced that it has been selected by Red Rover Health, which enables healthcare providers to integrate third-party solutions into their electronic health record (EHR) systems, to execute a national public relations program.

Supreme Group Acquires Curator24, Adding Sixth Agency to Best-In-Class Healthcare Service Platform
Supreme Group, backed by the growth-focused private equity firm Trinity Hunt Partners, announced the acquisition of Curator24, a marketing and advertising agency specializing in innovative solutions for healthcare companies.

Marketing Hires & Now Hiring

Matter Strengthens Leadership Team with Key Promotions and New VP
Matter Communications is excited to announce strategic promotions and a new addition to its leadership team. These changes reflect Matter’s ongoing commitment to fostering top talent and delivering exceptional results for its clients across industries. The promotions are: Grace Torrance Promoted to Senior Vice President (SVP), Deanna Meservey Promoted to Vice President (VP), Matter Health, and Molly (Linehan) Sullivan Joins Matter as Vice President.

MERGE Appoints Stephanie Trunzo as CEO
MERGE, a hybrid marketing and technology solutions firm, announced the appointment of Stephanie Trunzo as its new Chief Executive Officer. Previously a Senior Vice President and General Manager at Oracle, and a recent addition to MERGE’s board in 2024, Trunzo is poised to drive the company’s growth at the crucial nexus of consumerism and health and wellness.

Events and Communities

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.

Elevate Your Rare Disease Marketing – MERGE life science industry experts created this guide to provide a new perspective towards three tried-and-true tenets of rare disease marketing. You can expect to learn how modern solutions to age-old challenges can make a real difference for your company and the community.

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