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.
Tune in to one of our latest shows, 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 and 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.
Is Cold Calling Still Effective for B2B Healthcare Sales? – By Colin Hung (@Colin_Hung) – Cold calling is no longer an effective sales or marketing tactic for most B2B Health IT companies. There are far more effective ways to generate leads. However, for companies that lack marketing support and are in an acute need for revenue, cold calling may be the only option available.
Looking to Boost Social Media Engagement? Start Internally! – Erica Navar, Account Executive at Aria Marketing (@AriaMarketing) says, As we all (should) know, social media is a valuable, even essential, tool for connecting businesses with a wider audience. At Aria Marketing, in addition to our public relations work, we lead social media programs for our healthcare clients, developing organic and paid content to boost sales and increase their digital reach. Through social media channels, our clients can share relevant news stories, promote recent coverage, and connect with other industry leaders. But, creating great social media content can only go so far; engagement from employees and a broader audience is needed to propel the content, and company, forward.
3 Tips To Write Health IT Bylined Articles That Editorial Teams Will Love – Corrie Fisher, Account Executive at KNB Communications (@KNBComm) writes, We have seen a decline of almost 23% in newsroom employment as early as 2008 in the U.S. Editorial teams have reduced in size, meaning less opportunity to write for the publication. Articles contributed by outside sources are a benefit to both the editorial team and health IT clients since they can utilize their time for other time-sensitive projects, while clients can take full credit for the content and have almost full control over what is published.
Mobile Advertising: A Content Marketer’s Guide – Alex Cox, Senior Writer at Brafton (@Brafton) writes, If you’re like the Brafton team — and really, even if you’re not — you probably spend a big part of each day on your smartphone, sending messages, taking photos, perhaps listening to the occasional true-crime podcast interwoven with paid ads for mattresses, and oh yeah — seeing and hearing lots of other mobile advertising along the way.
Case Studies: Understanding the Difference Between Results and Activities – Ken Krause, Senior Account and Content Director at Amendola Communications (@AmendolaComm) writes, Case studies (aka customer stories) are one of the most powerful tools in an organization’s marketing arsenal. And for good reason. If you are an unknown or little-known company, a great case study that names the customer can provide you with instant credibility. Many (most?) organizations are fairly risk-averse, which means they’re reluctant to take a chance on a new solution no matter how much promise it holds. A case study often gives them the confidence to overcome those fears.
9 Hallmarks of Effective Web Design – Brian Shilling, Branding & Digital Marketing Director at ClarityQuest (@CQmarketing) says, According to a 2018 Pew Research Center Study, 81% of Americans rely on their own research before making purchasing decisions. This means that an overwhelming amount of people will research a product they are in the market for before making a final decision—giving your website a time to shine and impress potential customers. Even when people aren’t shopping online they are still using the Internet as a source for preliminary decision-making information such as product attributes, price comparisons, and reviews, especially for significant purchases.
— Madalyn Sklar ⚡️ #GetSocialSmarter (@MadalynSklar) January 20, 2021
A Look At Provider Websites
50 Ways to Market Your Medical Practice – By Scott Zeitzer, President, from P3 Practice Marketing (@p3practicemktg) writes, As the old saying goes, you shouldn’t put all of your eggs in one basket. Likewise, you shouldn’t stick to just one marketing strategy for your practice, either. Incorporate different elements into your strategy for the best return on your investment. Here are 50 different ways you can market your practice, grouped by type of effort (including SEO, community outreach, patient communication, etc.).
Cloud-Based Customer Journey Management Platform Taps Integrated PR + Marketing Agency to Amplify Media Presence and Communicate Unique Value
Matter Communications (@MatterComm) has been named the agency of record (AOR) for Kitewheel, the leading solution provider for customer journey orchestration and analytics. Kitewheel’s innovative Customer Journey Hub empowers the world’s largest businesses to provide seamless customer experiences that drive real-time revenue and loyalty.
Amendola Named Finalist for Multiple Ragan 2020 PR Daily Awards
Amendola Communications (@AmendolaComm) announced that it has been named a finalist in Ragan’s 2020 PR Daily Awards in multiple industry and award categories, including Healthcare Media Relations Campaign of the Year and Grand Prize—PR Campaign of the Year for Biofourmis, Healthcare Thought Leadership Campaign for Air Methods, and Thought Leadership Campaign for Kaufman Hall.
Marketing Hires & Now Hiring
Halo Health Expands Leadership Team; Julia Goebel Joins as Vice President, Head of Marketing
Halo Health (@HaloHealthInc) announced that Julia Goebel has joined the Company as its new Vice President of Marketing. With 20 years of experience driving growth for healthcare technology and business-to-business organizations, Goebel will oversee all of Halo Health’s marketing and external communications efforts.
We’re hiring! We are actively looking for creative, results-oriented PR pros with experience working with healthcare clients. Apply to join our #MatterHealth team in Boston or Newburyport: https://t.co/KXtz6dqOzf pic.twitter.com/dnkP3WNt1D
— Matter (@MatterComm) January 11, 2021
We’re excited to announce our newest hires to join the MERGE team: Michael, Leah, Priyama, Maria, Mary & Bailey.
— wearemerge (@weareMERGE) January 6, 2021
#HITsm – This Friday, January 22nd!
— Healthcare IT Today (@hcittoday) January 15, 2021
Thought Leadership in Healthcare: 2021 Landscape for Audio Content
In today’s digital and social media driven world, thought leadership as part of a content and branding strategy has never been more critical. The COVID-19 pandemic brings additional challenges as health IT companies and organizations pivot messaging and approach, some struggling to find a foothold, and a voice, in these incredibly challenging times.
On this webinar, Carol Flagg of Answers Media Network/HealthcareNOW Radio discussed: Overview of Voice Marketing; Latest research on audio content; The impact of the COVID-19 pandemic; Differences in streaming audio content and what that means for Alexa and Siri; How audio content provides an opportunity to create multiple content usages; The elephant in the room – Listener Analytics; ROI. Watch the recording.
Don’t Miss What’s My Tagline? – Now in our Podcast Network
Tune in to What’s My Tagline? where we put the microphone in front of the healthcare marketing, sales, social media, and PR community. On the show, host Carol Flagg questions industry experts relative to their occupations on the impact of social media, the evolving role of content marketing, the critical factor of engagement to build brand loyalty, and more.