August 2024 Health IT Marketing Minutes

KNB Communications
Why going negative in healthcare marketing is a losing strategy -Beth Cooper, VP of Marketing and Sales at KNB Communications writes, In the world of marketing, particularly healthcare marketing, the temptation to go negative—or use scare tactics—can be strong. The idea is simple: instill fear or urgency, and your audience will rush to your solution! But as any seasoned healthcare marketing professional will tell you, this strategy often backfires, especially when you’re trying to build lasting, positive relationships with your audience.

Swaay.Health
Smart Marketing Leaders Are Adapting to Thrive – Colin Hung says – Marketing leaders must change their management styles and approaches if they want to succeed in the years ahead. What worked over the last decade will not likely work going forward. Six leaders share their advice.

Amendola Communications
The Cardinal Rule of Social Media: It’s Not All About You – Brandon Glenn, Senior Content Director at Amendola Communications writes, We all understand that the role of a corporate marketing department, among other things, is to promote its company, educate potential customers, and strengthen the company’s brand image – with the ultimate goal of driving higher sales. Most marketers know how to articulate the benefits and value proposition of their company’s products, and, generally, they do a solid job of it. What fewer marketers understand is when NOT to talk about their companies – particularly on social media. (For the purposes of this article, we’ll focus on LinkedIn because it’s the most valuable social site for business users.)

Brafton
Is Content Marketing Part of Digital Marketing? – Aleisha White, Writer at Brafton says, Mastering marketing today is like trying to juggle flaming torches — there are so many elements to balance. Fireballs aside, quality content is just one among many components that fall under the digital marketing umbrella. But if you really want to nail it, you need to understand the role of effective content marketing and how it fits into the wider digital marketing landscape. Let’s dig into what content is and how you can leverage it to build a scorching strategy.

Clarity Quest
How do you de-mystify a product that seems too good to be true? – Rayna Southart, Content Marketing Manager at Clarity Quest writes, Let’s be honest—life sciences and healthcare product marketing can be tough, especially in an industry where the stakes are high, and decisions can cost millions. Another challenge is that products in our industry are often complex and may seem “too good to be true” to potential buyers. This skepticism can be a significant barrier to adoption, even when your product truly offers groundbreaking benefits. To overcome this, it’s crucial to demystify your product and build trust with your audience. But, how?

Matter Communications
Considering a New Marketing Agency? Here are 7 Things to Look For – Tim Hurley at Matter Communications says, Deciding to invest in marketing and PR through an agency partnership is a strategic business decision. Picking an agency is the critical next step and it should be done with careful consideration. The right partner can make a world of difference in how your brand is known and perceived by its various stakeholders (or if it’s perceived at all). This is especially true in today’s increasingly complex and hypercompetitive business environment. Let’s face it – the noise level on social platforms is arguably at an all-time high, buyers are bombarded and do their best to cocoon themselves from marketers, customer loyalty is fleeting, consolidation continues to impact earned media, and news cycles are protracting.

MERGE
Google’s Cookie Update: What Marketers Need to Know – Adam Brodsky, Director, Analytics at MERGE writes, In a surprising turn of events, Google recently announced their plans to keep third-party cookies in the Chrome browser. This decision has sent ripples through the digital marketing world, leaving many marketers wondering about the future of their online advertising strategies. For digital marketers, it’s crucial to understand the implications of this change and how to adapt your approach to ensure continued success in reaching and engaging your customers.