December 2022 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 Read

6 Things Marketers Need to Know about HLTH – Colin Hung (@Colin_Hung) – To say that the annual HLTH event is unlike any other healthcare conference would be a disservice. It is clear from #HLTH2022 that the organizers have purposely designed their event to break from healthcare conference norms. After 4 immersive days at #HLTH2022 here are 6 things healthcare marketers should know about the annual HLTH event.

Amendola Communications
Adaptability Is Key To Surviving In The Changing Media Landscape – Jodi Amendola, CEO at Amendola Communications (@AmendolaComm) writes, Blink and the media landscape changes: a magazine goes out of business, one company acquires another, a podcast launches. Blink again and something else has changed. In the nearly 20 years since I founded Amendola Communications, the media landscape for healthcare and healthcare technology has changed dramatically. Publications that I assumed would last forever are long gone while others have sprouted in their place. The dominant medium has shifted from print to digital and the lead time for news has shrunk from days and weeks to, well, almost nothing.

Why an SEO Content Brief is the Marketer’s Rulebook– Ashlee Sierra, Senior Writer & Editor at Brafton (@Brafton) says, Picture this: It’s the dead of night, and Nicholas Cage breaks into your business carrying a torch. Unlike in “National Treasure” and a host of related memes, he’s not here for the Declaration of Independence. What is he looking for? Spoiler alert: It’s your SEO content briefs.

KNB Communications
Importance of Establishing Brand Voice for Healthcare Marketers – Meredith Wishart at KNB Communications (@KNBComm) says, It should come as no surprise that many companies make the fallacious mistake of pushing brand voice development to the bottom of the barrel. Oftentimes, those involved in branding have the common misconception that a brand voice will develop by itself. When in retrospect, it needs attention and workshopping like any other element in your marketing strategy. Taking the time to develop a brand voice will elevate and expand the reach of your marketing efforts.

Agency News

Global Digital Health Intelligence Company Galen Growth and Integrated Marketing Agency FINN Partners Collaborate to Share Insights for the First “Global State of Digital Health Report”
Galen Growth (@GalenGrowth), a digital health, data-driven market intelligence company, and FINN Partners (@FINNPartners), a global integrated marketing services agency, announced a joint effort to mine data and produce the first “Global State of Digital Health Report.” The first report drawing input from some 200M data points and more than 12,000 digital health ventures across the globe, was released at the November HLTH Conference in Vegas, NV. The second report will be available in January 2023 at the JP Morgan Healthcare Conference in San Francisco, CA, as part of the Future & Health Event. Additional quarterly reports are anticipated throughout the coming year.

Rocket Fuel for Brands: MatterMktg Ignites Marketing Engines With Integrated Campaigns
Matter Communications (@MatterComm) announces the launch of the MatterMKTG brand. Inspired by increased demand from brands requiring holistic marketing strategy and execution under one roof, Matter has branded its marketing services division as MatterMKTG to better represent and communicate the agency’s full suite of integrated marketing offerings. Addressing this growing market need, the team has seen continued year over year revenue growth and a growing roster of new client partners.

MERGE Receives eHealthcare Leadership Awards at HCIC 2022
MERGE (@weareMERGE) was recognized for their work in digital healthcare marketing at the annual Healthcare Internet Conference (HCIC) held in Miami, Florida. The team was awarded four eHealthcare Leadership Awards across three categories: “Best Internet Homepage,” “Best Integrated Marketing Campaign” and “Best Digital Physician Engagement.”

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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.