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 Chris Slocumb about her new book, Stop Starvation Marketing, coming out this Fall, the recent acquisition of her award-winning firm, and what’s the next chapter in her life.
To Read
Swaay.Health
The Consumer, Retail, and AI Revolution in Healthcare is Here – Colin Hung (@Colin_Hung) – We love interacting with the Swaay.Health community. Everyone has a unique perspective and valuable insights. Each month we ask the community for their thoughts on our focus topic. This past month we have been receiving a steady stream of comments on innovation in healthcare and healthcare marketing.
P3 Practice Marketing
The Value of Social Proof in Medical Practice Marketing – From the P3 Practice Marketing Team (@p3practicemktg) – Social proof is the concept that people are influenced by the opinions of others. It’s used a lot for marketing in other industries, but it can be applied to healthcare too. In the case of a medical practice, social proof means feedback from actual patients of yours. Social proof from patients can enhance and strengthen your marketing because it backs up your claims.
anthonyBarnum
Lessons in PR from the Dot-Com Era to the AI Boom – Melissa Anthony, founder and president of anthonyBarnum (@anthonyBarnumPR) writes, AI is more than a boom – it’s poised as a transformational force in the market. It’s more than ChatGPT; it’s more than one vertical or process, and it’s more nuanced than has been covered in the media thus far. Venture funding is showing us its hand: generative AI startups just hit $12.7 billion in funding in the first five months of 2023, compared with $4.8 billion in all of 2022, according to PitchBook. And while AI is stealing the oxygen out of the room, other technologies including automation and deep analytics are also advancing.
KNB Communications
Navigating the intricacies: establishing PR contacts in the healthcare media space – Jeff Rusack, Media Relations Manager at KNB Communications (@KNBComm) says, Building public relations (PR) contacts in any industry is no small feat, but it becomes even more challenging in the healthcare media space. With its unique blend of scientific complexity, sensitive patient stories, and evolving regulations, this sector requires a nuanced approach to forge successful relationships. Here’s how you can traverse this labyrinth.
Clarity Quest
10 ways to stand out in a crowded health tech market – Aaron Ogg, Content & Digital Marketing Specialist at Clarity Quest (@CQmarketing) says, Effective B2B healthcare technology marketing continues to evolve as the tech itself experiences a transformative boom. Meanwhile, health systems are inundated with point solution pitches that don’t solve their revenue and patient access challenges. From AI-powered diagnostics to telehealth platforms, innovative solutions are emerging at an unprecedented rate. However, with this surge in innovation comes a challenge: a saturated market where countless healthcare technology companies vie for the attention of the same stakeholders – and many sound exactly alike.
Amendola Communications
Navigating The Changing Digital Health Landscape: How PR Can Help – The A-Team at Amendola Communications (@AmendolaComm) writes, The media times, they are a-changin’. With much-needed apologies to Bob Dylan, we are indeed in the midst of a “historic media transformation,” which has created “unprecedented challenges” for leaders and executives across virtually all industries, according to the Harvard Kennedy School. In an era of political, technological, and social upheaval that has led to disinformation and mistrust, “convincing data and compelling ideas are no longer enough for leaders to prevail in the public square,” according to the Kennedy School.
Brafton
What is Predictive Marketing? – Alexander Santo, Writer at Brafton (@Brafton) says, Wouldn’t it be nice to know which email contact lists are worth buying before you buy them? What about speeding up your sales cycle by empowering sales reps to work more efficiently and more productively? That’s what predictive technologies can do for your organization.
Matter Communications
Matter Social Second: August 2023 – The Matter Team (@MatterComm) writes, With the final days of summer approaching, the “back to school” mentality has been prevalent across industries. And with no shortage of breaking healthcare headlines, August media moves were in full swing for healthcare reporters and editors — from promotions to departures to new employment opportunities.
Agency News
Pluralsight Names Matter Agency of Record
Matter Communications (@MatterComm) announced it has been named the agency of record (AOR) for Pluralsight, the leading technology workforce development company. Technology workforce development is no longer a “nice to have” — it is a strategic business imperative. To support Pluralsight’s mission of accelerating the technology skills and capabilities of today’s tech workforce, Matter is spearheading a fully integrated PR program designed to communicate Pluralsight’s ability to help organizations deliver on their technology business objectives.
Marketing Hires & Now Hiring
FINN Partners
Congratulations to our NY Health team members, Samantha Custer and Teagan White, on their well-deserved promotions! Sam and Teagan consistently embody FINN’s values, bolster internal culture, and provide superb client relations to our partners across the #health industry. pic.twitter.com/zGTCNy1LXB
— FINN Partners (@FINNPartners) August 23, 2023
Aria Marketing
🚨 Positions available! 🚨 Need to advance your career in public relations? We’re looking to bring on a new team member for our Account Coordinator role. If you’re wanting to join an agile team of PR pros in the Healthcare IT space, email a resume to jcohen@ariamarketing.com 📑 pic.twitter.com/ub20IigTC7
— Aria Marketing (@AriaMarketing) August 21, 2023
StudioNorth
There’s a new face at StudioNorth! Give a warm welcome to Dana Lewis, our newest #ProjectManager. She says, “I’m excited to work with new teams and new clients.” We’re excited, too, and so glad you’ve joined our team! #AgencyLife #Marketing #MakeItMatter pic.twitter.com/jKnsOCDrWs
— StudioNorth (@StudioNorthUSA) August 1, 2023
Events & Communites
#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.