September Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg September 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

From Overrated & Underused, hosts Jen Jennings and Tom Testa are joined by Jared Johnson, founder of Shift.Health and host of Healthcare Rap! Be sure to tune into this discussion to hear the three discuss the most overrated & underused tactics in healthcare marketing.

To Read

Amendola Communications
How Vampire Words Suck The Life Out Of Your Business Writing – Jim Sweeney, Senior Account & Content Director at Amendola (@AmendolaComm) writes, Imagine your boss issues the following email at the end of the day: “I’m bringing in bagels tomorrow morning.” Yay, bagels! You make a mental note to skip breakfast tomorrow to make room for schmear. Then your boss emails: “I’m going to prioritize bringing in bagels tomorrow morning.” OK, a little less definite, but still a high probability of bagels. I mean, it’s a priority, right? Then, a third email: “I’m going to focus on prioritizing bringing in bagels tomorrow morning.” Bagels are starting to look iffy. And, finally, she writes: “I’m beginning the process of focusing on prioritizing bringing in bagels tomorrow morning.” Does that leave you with any hope of bagels? No, it does not. It’s just going to be you and your Cheerios tomorrow morning.

Clarity Quest
Building an SEO Strategy Today for a Product of Tomorrow – Lindsay Groth, Account & Business Development Director at Clarity Quest (@CQmarketing) says, Building an SEO strategy in healthcare tech, biotech, or medical device is never described as easy. But it can be incredibly challenging when you need to define a new market or category and no one is searching for what you offer — yet. Are you building an SEO strategy for an innovative offering that doesn’t have high demand? Follow these tips to generate a list of SEO key phrases that will drive traffic to your website now and into the future.

HITMC
Healthcare Strategic Partnerships Fail and How to Keep Yours From Suffering the Same Fate – Colin Hung (@Colin_Hung) writes, Companies spend months, sometimes years, forging new go-to-market partnerships. Typically, the goal is mutual revenue growth or increase in market share. Unfortunately, many of these partnerships crumble into dust after the desired results fail to materialize. To prevent this from happening, partners need to engage each other’s sales teams, assign a liaison, track leading indicator, and prioritize the partnership. In other words, partners need to work even harder on the partnership after the ink is dry on the agreement.

Matter Communications
How to Maximize Your Marketing ROI – Vanessa Taylor at Matter Communications (@MatterComm) writes, They say, “nothing is certain but death and taxes,” though one more thing seems pretty certain lately: continuous change. We know businesses work hard – even in stable economic times – to ensure their sustainability by distributing their dollars responsibly, but what happens when the tides shift and strategies pivot? When new priorities emerge? When economies upend?

Brafton
How to Calculate the Cost of Email Marketing – Alexander Santo, Writer for Brafton (@Brafton) says, How much does it cost to attract and retain customers through an email marketing strategy? Do bulk emails even make an impact? How do I measure the effectiveness of my mailing list? Let’s look at some stats:

KNB Communications
The 3 Types of Video Every Healthcare Marketer Needs – Aquinnah Rank at KNB Communications (@KNBComm) says, Why use video? In the past few years, video has become an important marketing tool; it can be difficult to go online and not see a video. This is because consumers want to see videos more than ever before; they are incredibly engaging; don’t fall behind by not jumping in on the video trend. In fact, 68% of consumers would rather watch a video to learn about a new product or service than read about it.

Agency News

MERGE Named One of Inc. 5000 Fastest-Growing Companies
MERGE (@weareMERGE) announced that it has been named among the fastest-growing private companies in America, according to the 2022 Inc. magazine annual list. Inc. magazine has been ranking the fastest-growing private companies in the country since 1981. Intuit, Zappos, Microsoft, Patagonia and many other well-known companies gained their first national exposure as honorees on the Inc. 5000. MERGE is honored to be in such excellent company to share its message of health, wealth and happiness with the world.

Marketing & Marketing Hires

Aria Marketing

Brafton

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.

ICYMI

Tune in to What’s My Tagline? where we put the microphone in front of the healthcare marketing, sales, social media, and PR community. On the show, I question industry experts relative to their occupations on the impact of social media, the evolving role of content marketing, the critical factor of engagement to build brand loyalty, and more. Check it out 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.