February 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 Listen

On this episode of What’s My Tagline? I spoke with Vanessa Sierra, Vice President of Marketing at eVisit. Vanessa joins the show to talk about how the company looks towards the future of healthcare while working with clients on present virtual care challenges and goals. She also talks about the company’s virtual care maturity model to help healthcare organizations identify where they are along the virtual care continuum.

To Read

Amendola Communications
COVID’s Impact On B2B Marketing And PR: Insights From Our Clients – Jodi Amendola, CEO at Amendola Communications (@AmendolaComm) writes, COVID-19’s impact on remote work, supply chains, and staffing has been well documented, but one area that hasn’t received much attention is the effect the pandemic has had on the marketing and public relations (PR) efforts of businesses. Insights gained from a survey of our clients’ 2022 B2B marketing and PR priorities show the pandemic is influencing several aspects of the marketing mix – from budgeting and brand awareness to lead generation and nurturing.

How To Conduct a Content Marketing Audit – Lauren Fox, Director of Marketing at Brafton (@Brafton) says, So, you know you need a content marketing audit, but you don’t know where to start. Sound familiar? We’ve all been there. In this guide, I’ll walk through exactly how you should approach and carry out your content marketing audit from start to finish … and for maximum results.

Do These 5 Things Right Now to Get Press Coverage at HIMSS22 – By Colin Hung (@Colin_Hung) – With just a few weeks to go until the annual HIMSS conference, PR professionals need to ramp up their efforts now if they want to get press coverage. Most important: reach out to the press contacts you know to get on their calendar before it fills up. Also, don’t forget to look at editorial calendars, ditch canned pitches, consider the audience’s perspective, and make it easy for the person you are pitching.

KNB Communications
The Best Qualities of a Healthcare Project Manager – Liana Muaremi at KNB Communications (@KNBComm) says, Some qualities to look for in a project manager would be good communication, integrity, organization, and team-building skills. In order for things to run smoothly in all departments, effective communication about goals, performance, responsibilities, etc. is necessary. All of these things begin with an efficient, dedicated project manager.

Clarity Quest
Marketing to the healthcare C-suite: Who to target for your health IT product – Brian Shilling, Executive Vice President of Client Operations at Clarity Quest Marketing (@CQmarketing) says, Gartner reports show that complex B2B solutions involve a purchasing committee of 6–10 individuals, each spending 45% of their buying journey on independent research. Committee-based purchasing decisions are arguably most difficult within healthcare systems, so you can be confident that for health IT buying, these numbers trend even higher. Before healthcare marketers can determine how to reach the healthcare C-level, we must first understand who has a seat at the proverbial buying committee table.

Crenshaw Communications
Social Media Tactics To Leave Behind In 2021 – Taylor Carroll at Crenshaw Communications (@CrenshawComm) writes, The social media landscape is constantly evolving, and PR pros must stay in step with trends and tactics. 2021 saw emerging platforms that B2B brands were eyeing to for their marketing plans, and some may have been missteps. In fact, there are several social media approaches that should be reassessed as we enter 2022.

Madalyn Sklar
5 Twitter Marketing Ideas to Implement in the New Year – Madalyn Sklar (@MadalynSklar) writes, With Twitter seeing a steady increase in users over the past year, it’s the perfect time for brands to start taking Twitter more seriously. After all, with so many new features, the platform has a lot to offer and various ways to create new and exciting content. In this post, you’ll learn five Twitter marketing ideas that will help you get noticed on the platform in the year ahead.

Agency News

FINN Announces Launch of New Beijing Office Led by Seasoned Communications Veteran Jason Cao and Key Promotions in Singapore on the Heels of Record Growth
Global independent marketing and communications firm, FINN Partners, reported that FINN Asia, now approximately 80 people in the region, has seen 20% revenue and 20% talent growth in 2021 over 2020. On the heels of strong momentum, FINN (@FINNPartners) announced the expansion of its global footprint with the opening of a new FINN office in Beijing, as well as two key executive promotions in Singapore.

Matter’s 2022 Guide to Long-Form Video Content
Matter Communications (@MatterComm) releases its 2022 Guide to Long-Form Video Content, helping companies engage audiences and create brand affinity with binge-worthy video content. The guide helps brands build emotional connections with audiences while telling their unique stories through the most popular long-form video content styles – original series and mini-documentaries.

Marketing Hires & Now Hiring

Aria Marketing


Agency Ten22/FINN Partners

Matter Communications


When: Every Tuesday, Noon ET (9 AM PT)

WhatMonthly 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.

#HITMC Conference 2022


Overrated & Underused
Killer public relations, marketing and social media in healthcare requires making the right moves at the right time. Hosts, experienced marketers Jen Jennings (@Jen_Jennings) and Tom Testa (@Tom_Testa) have emerged from the trenches to provide the answers. In each episode, they will debate the most OVERRATED & UNDERUSED promotional tactics – evaluating each not only for their effectiveness, but their cost-effectiveness, while sharing best practice examples and challenging the status quo. Take a listen.


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.