April 2025 Health IT Marketing Minutes

TOPICS:

Posted By: Carol Flagg May 3, 2025

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.

Events & Communities

Swaay Awards
The 2025 Swaay.Health Health Awards were handed out last week at the annual Swaay.Health LIVE Event. These Awards celebrate the hard work, excellence, and achievements by healthcare marketers over the past year. Here is a full list of the winners.

See all of the awards on the Swaay site. Here are some highlights.

To Listen

ICYMI – On this episode of What’s My Tagline? listen in as I speak with Vincent Grippi, CEO & Founder of Grippi Media, a digital marketing consulting firm in the healthcare space. Vincent joins the show to discuss how as AI takes off, the future of healthcare marketing will need to be more human.

To Read

Amendola Communications
The Crucial Role of Marketing in Supporting Healthcare Sales Teams – Janet Mordecai, Senior Account Director at Amendola Communications writes, Healthcare is complicated and constantly evolving. From navigating strict regulations to addressing diverse stakeholders, healthcare sales teams operate in an increasingly competitive and nuanced environment. Fortunately, marketing teams can play an essential role in amplifying and supporting sales efforts and ensuring sales teams have the tool kit required to deliver success. Working hand-in-glove with sales, marketing can help build cohesive and persuasive messaging, comply with regulatory requirements, and support lead generation with strategically crafted content and campaigns designed to capture the attention of target audiences, nurture their interest, and encourage them to take specific actions.

Brafton
Who Isn’t Using AI in Marketing Yet? (And Why Not?) – Jesse Templeton, Writer at Brafton says, With all the talk around artificial intelligence (AI) today, it’s easy to think everybody’s on board with this new technology. But is this true? Just how many marketers are using AI? At Brafton, we decided to find out. We asked 127 marketing professionals a series of questions regarding their relationship with AI. The responses we received paint a fairly clear picture.

MERGE
Elevating Pharma Marketing With AI and Personalization – Merge Life Sciences Team writes, AI and personalization are rewriting the rules of pharmaceutical marketing, and that was the topic at the forefront of discussions at DigiPharma Connect 2025. Throughout the conference, marketers were encouraged to embrace these powerful tools to enhance the patient experience, rethink how to approach patient engagement, and craft meaningful, personalized experiences by understanding individuals’ needs. Let’s examine how AI can help marketers analyze and draw insights from vast data sets, and use personalization to change their tactics from everyday to game-changing!

KNB Communications
Social listening in health tech: why you need to start in 2025 – Berisa Mehmedovic at KNB Communications writes, The healthcare world is evolving rapidly, and in 2025, digital conversations are at the heart of this transformation. Every day, patients, doctors, and health tech professionals are sharing their experiences, questions, and feedback online. These conversations aren’t just casual chatter—they’re valuable insights waiting to be discovered. That’s where social listening comes in. By keeping a pulse on the conversations happening online, you can build better products, forge stronger connections, and edge out competitors. Let’s dive into why and how you should embrace this powerful approach.

Swaay.Health
AI in Healthcare Marketing: A Powerful Tool—But Not a Replacement for Marketers – By Colin Hung – AI is rapidly becoming an essential part of every marketer’s toolkit. But while AI can assist in everything from ideation to automation, one key truth remains: it’s a tool, not a substitute for human expertise. Here are comments from 14 healthcare marketing leaders on AI in healthcare marketing.

Matter Communications
How to Identify Your Target Audience: Marketing Tools & Tips – Melanie Orcutt at Matter Communications says, You can’t build your marketing strategy on guesswork. Whether you’re launching a new product or revamping your marketing strategy, knowing exactly who you’re talking to, what resonates with them, where they spend their time-consuming content and how they make buying decisions is imperative. But let’s be real: marketing is expected to show results quickly and comprehensive market research or custom surveys can be expensive. Not every brand can invest years and spend $100k + on research projects. The good news? You don’t have to. There are smart, data-backed ways to zero in on your target audience using tools and tactics that are more accessible and just as effective when applied strategically giving you the opportunity to sale your research to balance your need for speed, depth and investment.

Agency News

Congrats to our friends at FINN Partners for making the list!!

Marketing Hires & Now Hiring

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.