September 2024 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg October 4, 2024

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 Dave Anderson, founder of the award-winning healthcare communications and marketing agency, Anderson Interactive. Dave and his team recently launched Owned Reputation, a do it yourself site for physicians to take ownership of their medical practices’ reputation.

To Read

Swaay.Health
Bold Healthcare Marketing Secrets with John Lynn & Health Marketing Collective – Brittany Quemby, Editor at Swaay.Health writes, There’s a transformative shift happening from traditional articles to video content in healthcare marketing. Authenticity, customer-centric messaging, and engaging across multiple platforms is essential to building lasting connections with audiences. In celebration of the upcoming HLTH Conference and its theme “Be Bold,” the Health Marketing Collective launched a special series exploring what it means to BE BOLD in healthcare marketing.

MERGE
Optimize Patient Experience With Journey Mapping – Priyama Barua at MERGE says, In today’s consumer-driven healthcare environment, journey mapping the patient experience has a profound impact on brand reputation. In fact, according to McKinsey, companies that use tools like customer journey maps see revenues increase as much as 10-15%, while also reducing their cost of service by 15-20%. This intersection of patient experience and brand reputation has led modern healthcare marketers to prioritize this effort, rightly understanding that consumers have come to expect seamless interactions, much like those they encounter in other industries. Healthcare marketing teams have the opportunity to lead this effort, in partnership with patient experience teams, and the positive impact extends well beyond marketing strategy.

KNB Communications
Google’s August 2024 core update: NEW best practices – Beth Cooper, VP of Marketing and Sales at KNB Communications writes, With Google’s August 2024 core update, it’s a great time to revisit your SEO strategy, especially in highly competitive fields like life sciences and health tech. This update, which completed on September 3, 2024, prioritizes user-centric content and integrates AI tools like Search Labs to emphasize answering questions directly. Optimizing your blog for SEO under these new guidelines is essential for building domain authority and staying visible in search results.

Amendola Communications
Got Data? Use It!! – Grant Evans, Senior Content Director at Amendola says, One often overlooked yet powerful tool in a marketer’s arsenal is data. By leveraging data effectively, marketers can create compelling narratives that resonate with both journalists and decision-makers. Too often, marketing relies on generic value propositions and broad claims about product benefits. However, in an era where evidence-based decision-making is paramount, data-driven stories have become increasingly important.

Brafton
Here’s How Content Marketing Works – Alexander Santo, Writer at Brafton says, Content marketing works by offering readers informative and useful material that provides insight and value. Using blogs, eBooks, social media posts, graphics and videos, content marketing attracts potential customers, keeps them engaged and moves them further along the sales funnel. It’s a cornerstone of digital marketing, integrating seamlessly with strategies like social media marketing and B2B content marketing to create a comprehensive approach to online engagement.

Clarity Quest
[HOW TO] increase the visibility of your LinkedIn Company Page – Melissa Foote at Clarity Quest writes, Hands down, LinkedIn is the best social network for B2B marketers and businesses trying to grow their brands or make meaningful connections. With more than 670 million active monthly professionals, 80% of B2B leads generated through social media come from LinkedIn. The question every B2B marketer should ask themselves is what they can do to increase the visibility of their company’s profile and get a share of those eyeballs.

Matter Communications
DIY SEO – Four Easy Steps you can take to improve your Search Engine Visibility – Ethan Lyons at Matter Communications says, Search Engine Optimization [SEO], is one of the best free marketing channels for any small or medium-sized business. If you’re anything like 89% of typical consumers, chances are that your buyer journey begins with a search, whether that be on Google, Amazon, or any other site that features a search engine. Here at Matter, we provide enterprise-level search engine optimization and search engine marketing [SEM] (paid ads) to a variety of large and medium-sized businesses. That being said, we realize that there are plenty of small businesses and mom-and-pop operations that are just looking to do the legwork themselves.

Marketing Hires & Now Hiring

Events & Communities

Scaling Up The Healthcare Performance Marketing Summit

October 29-30, 2024 – Virtual Event

Register for this event.

Scaling Up 2024 is your launchpad for exploring the latest strategies and solutions to propel your marketing efforts and explore new frontiers in patient acquisition.

What You’ll Learn:

  • Data-driven performance marketing for new patient acquisition
  • How to develop the right media mix
  • Investment modeling strategies
  • Reaching the right consumers with HIPAA-compliant targeting
  • SEO & organic growth tactics
  • Measuring impact & determining marketing ROI

Healthcare Internet Conference

November 10-13, 2024, The JW Marriott, Austin, TX

Registration Now Open!

HCIC is the premier conference where executive and senior marketing, digital health and patient experience leaders come to focus on the business and transformation of healthcare. HCIC is where marketing, digital and the consumer experience converge! Your HCIC experience will help you refocus marketing and digital efforts while lifting up your team and organization. HCIC opens on Sunday with an awards program and a networking dinner and is followed by 3 days of educational sessions, inspiring keynotes and panel discussions and so much networking! See you in Austin!

Resources

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.

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.

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