June 2023 Marketing Minutes
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
On this episode I once again chat with James Aita, Director of Strategy and Business Development at Medicomp Systems and Grace Vinton, a seasoned PR director for Amendola Communications. We discuss their impressions of the HIMSS conference and compare and contrast HIMSS to ViVE.
To Read
MERGE
Practical Steps to Modern Healthcare Marketing – Kellie Bliss, EVP Client Service, Health & Wellness Practice Leader at MERGE (@weareMERGE) says, At MERGE, we have the privilege of working with some of the best healthcare providers and marketers in the country, granting us a birds eye view into many aspects of what works and what doesn’t within marketing organizations. We also know that the healthcare landscape is highly competitive and dynamic, with most calling for transformation and innovation in the space. But given the turbulence of recent years and the imperative to drive revenue and reduce cost at the same time, a healthcare transformation seems impossible.
Clarity Quest
7 areas AI is changing healthcare marketing and advertising – Lindsay Groth, Account & Business Development Director at Clarity Quest (@CQmarketing) writes, As fast as companies are moving to incorporate AI, it’s entirely possible that what I write about below may come true by the time this post is published. We have explored how AI can make you a better B2B healthcare marketer. But as I reflect on what already is different as a result of how AI is changing healthcare marketing and advertising, I offer the following advice, we all should approach it with equal parts caution and excitement. Here are seven areas to keep an eye on as AI inches further into healthcare marketing and advertising:
StudioNorth
3 reasons to quit stalling and build a B2B messaging platform – Eric Meerschaert, Executive Director, Strategy at StudioNorth (@StudioNorthUSA) says, When you’ve got some exciting news in your life, it’s human nature to share the news right away, with whomever you want, by whatever channels you want. Call your parents, text your sister, put it up on social media and say whatever words come to mind. It’s all good. B2B brand messaging is different. Yes, you want to communicate all the good stuff, and it’s human nature to create those communications right away and get them out as fast as possible.
HITMC
Are Healthcare PR Professionals Becoming More Aggressive, Entitled, and Demanding? – By John Lynn (@techguy) – I was browsing through LinkedIn recently and came across this incredible experience that Amanda Griffith shared about an interaction she had with a 20 year veteran of healthcare journalism. She gave me permission to share her experience with our healthcare marketing community. Here’s what she wrote:
Agency News
Matter’s Precision Group Adds Brands in Key Categories While Growing Awareness for Legacy Tech + Consumer Clients
Matter Communications (@MatterComm) announced the continued momentum of its Precision group, a PR and content division of Matter that provides highly focused programs to support brands’ biggest business drivers. Matter’s Precision group’s momentum is highlighted by significant client additions across priority verticals – including cybersecurity, consumer telecommunications, fintech, generative AI and sustainability and energy solutions – as well as exceeding program KPIs for established technology and consumer clients.
Amendola Honored as a Top Agency for 2023 by PR Daily
Amendola (@AmendolaComm) is proud to announce that it has been named a 2023 Top Small Agency of the Year by Ragan’s PR Daily. Amendola also won the award in 2022. PR Daily’s Top Agencies Awards recognize firms that conceive and execute outstanding PR and marketing campaigns. The Small Agency of the Year award goes to top agencies with annual revenues between $5 million and $15 million. Winners were selected based on the strength of award entry forms submitted by thousands of agencies from across the globe.
Marketing Hires & Now Hiring
The Considered Bolsters Team With Addition of Design Thinking Expert Jackie Colognesi as SVP of UX Strategy and Innovation
Pioneering healthcare marketing agency The Considered (@the_considered) continues to ramp up its strategic, creative and design thinking roster by welcoming Jackie Colognesi as SVP of UX Strategy and Innovation.
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
Merritt Group
2023 Healthcare Technology Marketing Guide: Marketing and Selling to the Health System CIO – Technology buyers and decision-makers at health systems and hospitals are craving vendor partners that not only bring a trusted solution, but truly understand their unique, critical challenges. They are bombarded daily by vendors aggressively selling their products, and by administration and medical staff who have dire technology needs to better serve patients. How can marketers not just break through to this audience but create long lasting customer engagements? The answer: by deeply understanding where and how they prefer to learn about new technologies, what they want from a vendor, and what influences their buying decisions.
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.
