November 2022 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg November 12, 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

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!

To Read

Clarity Quest
Creating the right ad mix for healthcare marketing: The best use of popular digital platforms – Brian Shilling, Executive Vice President of Client Operations at Clarity Quest (@CQmarketing) writes, Have you inherited a digital ads strategy that feels like “too much” or “too little”? Suspect your ad budget allocation is out of balance? Wonder if you’re advertising on the best channels? Think your strategy is a little too stale or stuck in its ways? If you answered “yes” to any of the above scenarios, it’s time for a fresh look at your digital ads strategy and budget allocation.

HITMC
Five Exciting Things to Look Forward to at #HCIC22 – Colin Hung (@Colin_Hung) – The 2022 Healthcare Internet Conference (#HCIC22)is just around the corner and I am looking forward to attending the event for the first time in many years. In fact, there are five things I am particularly excited about: a TikTok session, a podcast breakout, a patient volume master class, an email marketing keynote, and the exhibit hall.

Brafton
Here’s Why Customer Marketing is The Future (+ 4 Examples) – Ashlee Sierra, Senior Writer & Editor at Brafton (@Brafton) says, As you’ve probably realized by now, marketing experts like you and me can do just about anything — like seeing the future. What’s that? You were sick on the day everyone else had prophecy lessons? Not to worry — I’m here to be your guide. I’ve even got an extra crystal ball you can use. Just peer inside to get a glimpse of your marketing future.

MERGE
Navigating the Patient-Provider Relationship – Taylor Heussner, Senior Corporate Marketing Manager at Merge (@weareMERGE) writes, In the past few years, there has been a marketing evolution in the healthcare industry driven by consumer expectations. Consumers expectations have shifted for many reasons, but let’s examine three key drivers of change: Acceleration of competition; Acceptance of the wellness economy; Rise of consumer empowerment. Now, health care providers must either respond or risk losing current patients — as well as potential new audiences. With more than 1 billion health-related questions pinged into Google every day, it’s clear individuals want to be invested in their health.

Amendola Communications
You Still Have To Write For Humans (And Not Just Eighth Graders) – Chris Nerney, Senior Writer at Amendola Communications (@AmendolaComm) says, Anyone who has been in marketing eventually is advised to “write like an eighth grader.” People who offer this advice may cite legitimate literacy studies showing that the “average American” reads at the level of a seventh- or eighth-grader. If that is true (especially since more than 90% of adult Americans 25 years or older have graduated from high school), I’d like to have a word with our education system.

KNB Communications
Productivity Hacks for Healthcare PR & Marketing Pros – Larissa Andrade at KNB Communications (@KNBComm) says, The healthcare communications space poses its fair share of challenges just as much as it presents solutions and opportunities. This passion can also take a lot from us — causing us to perhaps take on multitasking, extend ourselves a little too far and take in a lot of coffee in the process. This is why it is important to have a few tricks up your sleeve to help handle the day-to-day obstacles and find a healthy balance.

Agency News

Amendola Communications – Congrats!

Despite Potential Recession, Matter Survey Finds Marketers Bullish on 2023 Budgets
Matter Communications (@MatterComm) released findings from its 2023 Marketing Outlook Survey, which explored how CMOs and senior marketing executives across B2B technology, healthcare, retail, professional services and customer experience plan to manage marketing budgets, address economic challenges and engage customers in the year ahead. The survey found that almost all (89%) CMOs and senior marketing executives are planning to increase their marketing investments for 2023, with nearly half (44%) planning to substantially increase investments.

Marketing Hires & Now Hiring

Studio North

Brafton

Panda Health
Partner Marketing Manager – Join the team that is building healthcare’s marketplace for digital innovations! Panda Health transforms how health systems find and adopt digital solutions that make life better for patients. This results in both providers and digital health companies advancing their missions faster, with more revenue in their pockets and fewer headaches in the shopping, buying, and contracting process. The Partner Marketing Manager will lead partner and product marketing to power Panda’s growth through the supplier (digital health company) side of our marketplace. You will support and manage the execution of marketing tactics to both grow Panda’s network of suppliers (digital health companies) and ensure co-marketing program success with existing Panda Awarded Suppliers (vetted digital health companies that are awarded status on our marketplace).

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.

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.