May 2022 Health IT Marketing Minutes

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Posted By: Carol Flagg May 22, 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. But first, we have to talk about the exciting return of HITMC!

After 2 years of virtual events, the HITMC 2022 Annual Conference returned to an in-person event taking place over two and a half days, May 9-11, in Foxborough, Massachusetts. HITMC is designed specifically for those in healthcare and IT marketing and offers attendees the opportunity to learn important marketing & PR strategies that can be used right away in their organizations. Additionally, Those who attend have the chance to meet peers to rely on for advice and guidance throughout the year (and beyond). Check out a few highlights below!

Overrated & Underused Wins HITMC Health IT Podcast of the Year!
Congratulations to Jen Jennings, Tom Testa, and Adrienne Stoner for the HITMC Health IT Podcast of the Year Award!

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!

2022 Medigy HITMC Awards
The annual HITMC Awards celebrate the creative excellence, breakthrough concepts, flawless execution, and outstanding leadership in healthcare marketing, PR and communications.

Over the years, the Awards have honored industry-leading work from individuals, health IT companies, healthcare providers, agencies, non-profit organizations and associations. Congrats to the following winners:

    • Agency of the Year – Clarity Quest Marketing
    • Best Use of Social Media – StudioNorth
    • Blog of the Year – KNB Communications
    • Marketer of the Year – Grace Vinton, Amendola Communications
    • Marketing Rising Star of the Year – Olivia Schlabach, FINN Partners
    • Website of the Year – MERGE

To Read

Clarity Quest
The importance of “clarity” in web messaging – David Gomez, Account Director at Clarity Quest (@CQmarketing) says, If you are a healthcare tech or life sciences company that does innovative work, you’ve probably spent a lot of time with a designer to produce inspired web design. Maybe even more time than what you’ve spent on your products and services. When you are trying to share your narrative online, it’s important that you don’t overlook the web messaging. Web messaging is a critical detail that can either help generate leads or result in a higher bounce rate. Clarity is in our name, and we believe it should also be in your web messaging.

HITMC
7 Healthcare Marketing Insights from HITMC (Healthcare and IT Marketing Conference) – John Lynn (@techguy) writes – Overall, the 2022 edition of the annual HIMSS conference was a pleasant surprise. There was a buzz in the exhibit hall and in the sessions that was noticeably absent in 2021. From a marketing perspective HIMSS22 was less flash and more substance than prior years – a welcome pivot. There were still stylish booths, but nothing over-the-top or excessive.

Brafton
11 Types of Marketing That Should Be on Your Radar (With Examples) – Dominick Sorrentino, Brand & Product Manager at Brafton (@Brafton) says, All marketing has three core elements: 1. Content: This is the medium your message takes. Examples include print ads, TV commercials, digital ads, blog posts, videos, flyers in the mail, social media posts, emails, speeches, etc. 2. Distribution channels: This is the platform where you share the message. Examples include magazines, TV channels, webpages on the world wide web, search engines, the U.S. Postal Service, social networks, an email service provider, a street corner. 3. A marketing strategy: This is the premeditation of what you want to say, why you want to say it, how you want to say it, to whom, when, on what marketing channels and with what types of content.

Finn Partners
Defining a New Role for Health Communicators in the Misinformation Era – Richard Hatzfeld, Senior Partner at Finn Partners (@FINNPartners) says, If events over the past several years have taught us anything, it’s that misinformation is an entrenched feature of life in the digital age. Rather than fading into the dark corners of the Internet, misinformation has become a pervasive, destabilizing force in our society, impeding efforts to mitigate pandemic threats, arrest climate change, protect democracy and solve many other issues.

KNB Communications
3 Healthcare Branding Elements to Build Up for Lead Gen – Beth Cooper, Vice President of Marketing + Sales at KNB Communications (@KNBComm) writes – There are plenty of companies out there who are addressing similar pain points to the ones you do. But there’s only one you. The additional layer that makes you different, and we are not talking about a product feature, is your brand. Your brand can be your differentiator, the reason that people want to do business with you over a competitor. Showing up as unapologetically YOU will work wonders on your lead gen and sales, as long as your brand aligns 3 big elements with their ideal target persona.

Agency News

Matter Health Continues Record Growth Among Top Global Healthcare PR Firms
Matter Communications (@MatterComm) announces the explosive momentum of its dedicated healthcare team, Matter Health, highlighted by industry-leading revenue growth, rapid staff and vertical expansion, and retention rates of both clients and staff well above industry averages. Unparalleled investment continues to flow into healthcare as the industry’s myriad challenges and opportunities have been brought to light by the pandemic. Amidst the top 20 global healthcare PR practices, Matter Health posted the third biggest revenue gains for 2021. The team’s growth is attributed to its constant expansion across the continuum of care, including notable client additions in pharmaceuticals/biotechnology, enterprise health tech, digital therapeutics, provider organizations and more.

Iris Telehealth Engages Amendola for Strategic PR and Media Relations Services
Amendola Communications (@AmendolaComm) announced that Iris Telehealth, a provider of telepsychiatry services for community mental health centers, community health centers, hospitals, and health systems across the U.S., has selected the firm to manage PR, media relations, and thought leadership. Iris conducted an extensive agency search and selected Amendola for its successful track record, industry acumen, and bench strength.

 

Marketing Hires & Now Hiring

Enlitic Welcomes New VP of Marketing & Communications
Enlitic (@enlitic), an AI healthcare company, has welcomed Dave Wilson as the vice president of marketing and communications. In his role at Enlitic, he will oversee the organization’s marketing and communication initiatives, both key to the organization’s brand reputation and consumer support.

The Bloc Hires Jay Appel as its First-Ever Chief Digital Officer
The Bloc, which for over 20 years has redefined what a health creative agency can do, has recruited Jay Appel as its first-ever Chief Digital Officer. In this newly created role, Appel will use science-based tools and tactics to integrate The Bloc’s award-winning creative into unique digital experiences for highly targeted audiences.

Aria Marketing

Brafton

ICYMI

On this episode of What’s My Tagline? I spoke with with Tom Foley, the Chief Growth Officer at GenieMD. The COVID 19 pandemic accelerated the home as a delivery of care model. Now that the pandemic has waned, what will be the lasting impact of the home as a place of care? Tom addresses this question and others. Tom also hosts The Virtual Shift, on Healthcare Now Radio. Tom’s story and career history in healthcare is fascinating. A true health innovator. Take a listen to his journey, and hear his views on how healthcare can change for the better, for everyone.

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.