June 2022 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg June 17, 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

On this episode of What’s My Tagline? I spoke with with with Dan Lavelle, Head of Marketing at DeliverHealth. Not all start ups are created equal. Some, like DeliverHealth, emerge through the process of spinoffs and acquisitions. DeliverHealth just celebrated its one year anniversary, and the software and service company already has more than 2,000 clients and 2,000 employees across the globe. Dan discusses the company’s journey and the impact of his marketing mantra over the past year, author Simon Sinek’s “start with why”.

To Read

Brafton
Beginner’s Guide to Developing a Marketing Program – Dominick Sorrentino, Brand & Product Manager at Brafton (@Brafton) says, Spend a little time on the Brafton.com blog and you’re sure to find our experts talking at length about marketing plans, marketing strategies and even marketing frameworks. We think about marketing day in and day out. We chat about it in the break room. Some of us have even admitted to having dreams about it. Simply put, we’re big fans of marketing in all its forms. But in all our fanfare, we noticed we haven’t yet discussed one key element of this topic: the all-important marketing program. We’re here to rectify that.

HITMC
Engaging Employees to Build a Better Culture – Colin Hung (@Colin_Hung) writes, The war for talent in Health IT has never been more intense. At the same time, companies are learning on the fly how to grow and scale with a hybrid or completely remote workforce. The key to surviving and thriving in this type of environment is the strength of a company’s culture. Redox has placed a big bet on culture – and it is already paying off.

Aria Marketing
The Value of a Client Conference – Ross Homer, Senior Vice President at Aria Marketing (@AriaMarketing) writes, We’ve dedicated a number of blog entries over the years to the PR value of industry conferences such as HIMSS, HLTH and ViVE. These shows provide a unique forum and opportunity for us to connect our clients with key members of the media to build relationships, exchange ideas and inspire content creation (in-person!). But, there is another kind of conference that provides just as much value for our thought leadership-driven public relations work, and those are client conferences; events that our clients host for their own users. Now, you may be thinking, client conference? Isn’t that just an opportunity for vendors to wine and dine their customers while trying to upsell them?

Clarity Quest
Stop boring your target audience: The 5 best B2B marketing tactics to test now – Melanie Hilliard, Account Director and Content Lead at Clarity Quest (@CQmarketing) says, I was originally planning to write up key takeaways from the HubSpot State of Content Marketing in 2022 for health tech and life sciences marketers. Turns out, I bored myself to tears just working on the outline—I can’t imagine how a reader might feel actually having to read it! While I often joke I work in b-2-boring marketing, the truth is that it doesn’t have to be. Self-reflection has me wondering, am I the one making it boring? The good news is that you can start testing new tactics right now to see what resonates with your target audience before altering your long-term strategy. Ready to spice up your marketing? Here are five of the best B2B marketing tactics to try … right now.

KNB Communications
How to get quoted in healthcare media: our PR experts spill the secrets – Amy Roberts, Vice Presidents of Communications & Client Services (@KNBComm) writes – Even the most introverted and ego-free people will agree — there’s nothing quite like seeing your name in print. Being quoted as an expert in your field is often a goosebump-inducing experience. It’s gratifying when your words are immortalized in the newspaper, in a magazine, or on TV. But the leap from expert to quoted expert can be a bit of a distance, especially in healthcare. To help cover what can sometimes be a vast expanse, we asked our media relations team to weigh in.

Agency News

Amendola Nabs Hermes Creative Award for HSBlox Thought Leadership Campaign
The Association of Marketing and Communication Professionals has named Amendola (@AmendolaComm) as a Gold Winner in the 2022 Hermes Creative Awards competition. Amendola earned the award in the Strategic Campaigns category for a thought leadership program the agency executed on behalf of value-based care (VBC) administration pioneer HSBlox.

Marketing Hires & Now Hiring

Clarity Quest Marketing Adds Content Marketing Public Relations Manager
Clarity Quest Marketing (@CQmarketing) announced that Raegan Daly, MBA, joined the organization as content marketing and public relations manager where she will write marketing content and support the agency’s expanding PR client base.

Bamboo Health Appoints Guy Mansueto as Chief Marketing Officer
Bamboo Health™ (@BambooHLTH), formerly Appriss Health and PatientPing, a healthcare technology solutions company focused on fostering care collaboration and providing information and actionable insights across the entire continuum of care, names Guy Mansueto chief marketing officer.

Finn Partners

Brafton

Aria Marketing

StudioNorth

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.

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.