April 2023 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.

To Listen

On this episode of What’s My Tagline, I spoke with Tracey Schroeder, the Chief Marketing officer at CPSI. She says as we head into the Spring conference season, the IT buying landscape will remain hectic. Since 1979, CPSI has been a long-standing partner for healthcare organizations in the rural and community healthcare space with their EHR technology. In the last 3-4 years, CPSI’s RCM business experienced tremendous growth and now accounts for more than half of its revenue. Additionally, their patient engagement business solution is expected to see increased demand and growth in the coming years as well. Take a listen!

To Read

5 Effective Strategies for Advertising Mental Health Services – Lauren Perrodin, Content Writer at Brafton (@Brafton) says, Self-care, therapy, wellness and mental health are not just buzzwords for marketers to cling to. These are real actions and lifestyle changes that affect someone’s day-to-day and how they interact with the world. A Kaiser Family Foundation survey found that 90% of Americans feel the country is experiencing a mental health crisis. Mental health providers must adjust their marketing strategies to reach a larger majority of people — ensuring their services are not only accessible but reliable to everyone who needs them. Here are a few unique challenges facing these professionals, the benefits of incredible marketing and strategies that can make a world of difference.

Amendola Communications
How To Get the Most Out Of Healthcare Trade Conferences – From Amendola (@AmendolaComm) – Attending healthcare conferences is an investment for your company. Balanced against the costs of travel, lodging and registration are the opportunities to make valuable connections, showcase your company and learn more about the industry. Accomplishing those goals requires a plan to get the maximum benefit from your two to three days at the conference. At Amendola, our public relations experts boast decades of combined experience planning strategy and executing performance across a wide range of healthcare trade shows, from HIMSS and HLTH to RISE and ViVE.

10 Compelling Characteristics of Modern Healthcare Marketing Teams – Kellie Bliss, EVP Client Service, Health & Wellness Practice Leader at MERGE (@weareMERGE) writes, So how are you keeping up? In our work with dozens of healthcare clients, we have a unique perspective on what’s working and what’s not. And, the one thing we know for sure, that if you aren’t changing, you are falling behind. More and more our clients are collaborating with us on what needs to change and what should be prioritized to move them along the maturity curve toward a smarter, integrated, data-driven marketing ecosystem. After three years of COVID response and the current need to drive revenue and reduce cost, many marketers are ready to accelerate change.

KNB Communications
Ask Me(dia) Anything Series: Healthcare Media Preferences and Best Practices – Corrie Fisher at KNB Communications (@KNBComm) says, At KNB Communications, our clients are often curious about reporter preferences and media best practices and seek our unique insight. As public relations and marketing experts, we’ve had the opportunity to work with hundreds of journalists across the healthcare space, and while there is no such thing as a ‘one-size-fits-all’ approach to media, there are common requests and considerations that apply to most members of the press.

Defending the Bottom Line: 5 RCM Trends Healthcare Marketers Should Know About, Rayna Southart, Content Marketing Manager at Clarity Quest (@CQmarketing) says, Hospitals, healthcare systems, and practices are all feeling the revenue heat in 2023. Why is basically every organization feeling strapped for cash? Surprise! COVID-19 messed everything up. The need for more money has pointed a spotlight directly on healthcare organizations’ revenue cycle management (RCM) departments. In response, many RCM sectors have employed new, innovative tactics to protect revenue and stay profitable. If you’re a marketer working within the B2B healthcare industry, you should be aware of these five RCM trends.

Matter Commuications
20 Years of Matter: What I’ve Learned Over Two Decades as CEO, Scott Signore, CEO at Matter Communications (@MatterComm) writes, It’s hard to believe that my agency, Matter, turns 20 years old on April 1. That anniversary is an enormous source of pride for me and for everyone who contributed to our success along the way. Whether our expansive alumni network was with us for a season or a career’s lifetime, it’s been wonderful hearing from so many people about our milestone! I’ve learned a lot over the past 20 years, and I’m recognizing our achievement by sharing some key takeaways gleaned from building and growing our agency:

Agency News

Amendola Honored for Market-Moving Public Relations and Marketing Work
Amendola (@AmendolaComm) is proud to announce that it has been singled out by two professional organizations for outstanding work performed on behalf of clients. Amendola has been named a finalist in the 2023 PRWeek Healthcare Awards in the Best in Health Innovation category. Amendola designed and led a PR strategy to raise awareness within the healthcare industry of Talkdesk, a provider of contact center software.

Aria Marketing and Escalate PR Partner to Bring the Most Comprehensive Marketing Offering to Tech and Healthcare
Aria Marketing (@AriaMarketing) and Escalate PR (@escalate_pr), the expert-led and staffed communications firm, announced a strategic partnership that creates a full-service PR and marketing offering for tech and healthcare companies.

Matter Booms in B2B Tech: Adds Eight New Client Partners
Matter Communications (@MatterComm) announced continued momentum in the B2B technology space highlighted by eight key additions to an extensive client roster across the enterprise technology spectrum. B2B buyer preferences are increasingly shifting toward digital-centric, B2C-like customer experiences. Gartner’s annual Future of Sales Report forecasts that by 2025, 80% of B2B sales interactions will occur on digital or self-service channels.


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.