October 2024 Health IT 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.
Spotlight On
O’Dwyer’s – The Inside News of Public Relations & Marketing Communications
Interview: The Many Iterations of FINN Partners’ Gil Bashe – John O’Dwyer, Publisher of O’Dwyer’s writes, I managed to get FINN Partners’ Gil Bashe, who serves as Chair Global Health and Purpose, to carve an hour out of his busy schedule to talk about his life and career.
My first question was a simple, “How did you end up in PR?” Bashe’s response was enough for perhaps a whole book, but here’s the Reader’s Digest version.
To Listen
ICYMI – On this episode of What’s My Tagline? listen in as I chat with Todd Eury, Founder and CEO the Pharmacy Podcast Network, the world’s largest network of podcasts dedicated to the pharmacy profession and pharmaceutical industry insiders. He joins me to talk about the evolution of podcasts and the driving factors changing how podcasters engage with their audiences.
To Read
KNB Communications
Lights, camera, success – three tips for video interviews – Corrie Fisher, Public Relations Manager at KNB Communications says, In an ever-changing media landscape, one where healthcare reporters are stretched increasingly thin, in-person, on-camera interviews are exceptionally rare. Even presidential candidates, who traditionally thrived on in-person rallies and press events, are now turning to video interviews for convenience and to overcome scheduling challenges.
Matter Communications
Organic vs. Paid Social Media: Differences and Benefits – Ethan Lyons at Matter Communications says, Social Media usage is continuing to grow exponentially, with no signs of stopping. With 4.8 billion social media users worldwide, representing nearly 60% of the global population, it’s no surprise that brands are increasingly prioritizing social media to stay top-of-mind with consumers. Brands can – and should – use both, but what’s the difference between organic vs. paid social media?
AnthonyBarnum
How to launch a high ROI PR campaign – Melissa Anthony at AnthonyBarnum says, Tech marketing executives need their programs to produce rapid ROI that drives their objectives, including market differentiation, top-of-funnel leads, and brand awareness that generates interest from partners and strategic allies. There is a lot at stake. Valuable time can be wasted if the program is not launched with focus.
MERGE
Cultivating Healthcare Marketing Maturity – Priyama Barua at MERGE says, As healthcare providers level out post-COVID, they face a perfect storm of increased demand, limited access, and a disconnected digital ecosystem. MERGE explores strategic innovation maturity and how your organization can stay ahead by implementing data-driven strategies.
Amendola Communications
LinkedIn Growth is a Marathon, Not a Sprint: Long-Term Strategies to Elevate Your Presence (and Your Company’s!) – Maddie Noteboom, Account Manager at Amendola writes, LinkedIn has evolved beyond a simple job-hunting platform—it’s now a powerful tool for building professional influence and enhancing corporate brands. But we oftentimes can forget that building a strong presence on the platform is a marathon, not a sprint. Sure, it’s easy to want immediate results, but much like professional relationships, growing your LinkedIn influence takes time, patience, and persistence.
Brafton
Audience Segmentation: Your Guide to Better Marketing – Ben Crosby, Content Writer at Brafton writes, Ever feel like you’re shouting into the void with your marketing efforts? You’re not alone. In today’s crowded marketplace, reaching your target audience can feel like finding a needle in a haystack. But what if you could divide that haystack into more manageable piles? That’s where audience segmentation comes into play. By segmenting your audience into targeted groups, you can engage with them more intentionally and directly. It’s like having a one-on-one conversation with each customer rather than broadcasting a generic message to the masses.
Clarity Quest
B2B healthcare marketing plans in 2025 (part one): Budget wisely, plan creatively – Dalton Patterson, Author at Clarity Quest writes, It is every health tech and life science marketer’s favorite time of year! By favorite, I mean that period when we pore over spreadsheets and slide decks all day, powered by a caffeine-infused frenzy, to develop annual B2B healthcare marketing plans. 2025 campaign and budget planning is in full swing across most health tech and life sciences sectors.
Bonus! Part 2 – B2B healthcare marketing plans in 2025 (part two)
Marketing Hires & Now Hiring
Vizient is hiring a VP, Product Marketing in US. Join our team and make a difference in health care! #JoinVizient https://t.co/gCvw9hg7zt
— Vizient, Inc. Jobs (@VizientIncJobs) October 25, 2024
💡#MarketingOpportunity at @WSUNursing: https://t.co/lyouFC1dXG
They’re seeking a Director of Marketing & Communications to lead innovative strategies.
💡If you’re a creative leader passionate about making a difference, click the link above!#GoCougs #Leadership pic.twitter.com/y96Dj1A1bg— WSU HRS (@CareersWSU) October 21, 2024
🌟 We’re hiring! 🌟
Starr is looking for a Director of Marketing & Communication to boost brand awareness, advocacy, and promote life-changing programs. If you’re a marketing leader passionate about impact, apply now!
Learn more: https://t.co/wZB1oPK8f9#DrivenToHeal pic.twitter.com/THOd3T4ioH
— Starr Commonwealth (@StarrCommon) October 22, 2024
Events and Communities
Scaling Up The Healthcare Performance Marketing Summit
October 29-30, 2024 – Virtual 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
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!
✨ It’s Official! ✨
Announcing #SwaayHealthLIVE2025, April 15-17 on beautiful Coronado Island, San Diego! Whether you’re new or seasoned, this is your chance to dive deep into the latest trends in healthcare marketing!🌞🏝️
Register now! https://t.co/39n4VN5YlS pic.twitter.com/SqhHGqR5oT
— Swaay.Health (@SwaayHealth) October 25, 2024
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.
