Health IT Marketing Minutes

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Posted By: Carol Flagg February 25, 2021

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

What’s My Tagline

Take a listen here!

Also, 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.

To Read

HITMC
Tips and Tricks for the Casual Video Editor – By John Lynn (@techguy) – Amidst COVID-19 many of us have been thrust into the role of video editor. Whether it’s creating a video for a conference that’s gone virtual, creating content that you can use to engage people in various stages of your marketing funnel, sharing videos on social, or need a video to really communicate a message on your website, many people are finding themselves in the role of video editor.

Brafton
The Essential B2B Digital Marketing Guide – Alexander Santo, Writer at Brafton (@Brafton) says, Marketing to businesses requires a distinct set of skills, processes and methodologies compared with marketing to individual consumers. Business-to-business (B2B) marketing strategies target unique buyer personas along a modified customer journey. Whether you’re familiar with business-to-consumer (B2C) marketing or you’re approaching B2B marketing from a fresh perspective, this comprehensive guide will help you not only frame your thinking, but also begin to develop engaging strategies that will work for your brand.

Amendola Communications
3 Quick Tips for Writing a Better Byline – Brandon Glenn, Content & Account Director at Amendola Communications (@AmendolaComm) writes, Of all the deliverables we routinely encounter in public relations, none presents as much of a challenge as the humble byline. Press releases are necessarily to-the-point and formulaic. Blog posts are often quick-and-dirty shorter pieces that are meant to quickly touch on a specific topic, rather than delve in deeply. (White papers don’t qualify as “routine” as they should be employed sparingly; once per quarter, at most, and even that may be pushing it.) Bylines, however, are altogether different.

ClarityQuest
AI is here. Should you integrate it into your marketing? – David Gomez, Senior Marketing Consultant at ClarityQuest (@CQmarketing) says, Artificial intelligence (AI) is a business tool that is here to stay, and if your competitors aren’t using it now, they will be in the future. It can be challenging to understand where it fits into your business plan, and it can be expensive to implement. Most predictions and reports agree that AI will continue to have heavy investments from major industries. And while only being used by a small percentage of marketers–it will continue to be integrated into campaigns increasingly as companies figure out how to use the technology to shape their future. But what does that mean for your healthcare, biotechnology, or information technology company’s marketing?

Matter Communications
3 Ways Social Media Can Streamline Your Lead Gen Strategy – Kacie McFadden at Matter Communications (@MatterComm) writes, While social media is a key tool for generating brand awareness and engagement, it has evolved into the lead generation driver of choice for digital marketers across industries. Once upon a time, lead gen on social media was a tedious process. From users having to wait for a landing page to load to access a form, to advertisers having to manually download leads to contact them, it was a lengthy process from start to finish. Over the past several years, platforms like LinkedIn and Facebook have completely streamlined the procedure and amplified social’s ability to serve as an efficient lead driver. Let’s walk through three ways social media has evolved into an essential part of any successful lead generation strategy.

Madalyn Sklar

A Look At Provider Websites

To Read
Improving Your Practice’s Paid Search Landing Pages – By Scott Zeitzer, President, from P3 Practice Marketing (@p3practicemktg) writes, Paid search campaigns can be a great way to attract new patients to your practice, but in order to truly be successful, you also have to pay attention to what these potential patients do after they get to your site. How many of them are actually taking the next step and making an appointment? The first step is to make sure you have the right ROI tracking methods in place, including tracking for your appointment request forms and phone calls from your website. This will allow you to see how many people contact your practice after clicking on a paid search ad. If you are happy with the amount of traffic you are receiving from your ads, but you aren’t getting as many patients as you would like, then it’s time to reevaluate your landing pages.

Agency News

World’s Leading Enterprise Application Testing Platform Signs Integrated PR Agency, Citing Its Proven Media Prowess and Start-up Fluency 
Matter Communications (@MatterComm) has been named the agency of record (AOR) for Tricentis, the world’s #1 testing platform for modern cloud and enterprise applications. The AI-driven Tricentis platform provides a new, fully codeless, automated approach to enterprise software testing that accelerates digital transformation by dramatically increasing software release speed, reducing costs and improving quality.

Virtual Care Leader eVisit Taps Amendola as Agency of Record
Amendola Communications (@AmendolaComm) announces that virtual care leader eVisit has selected the group to manage its media outreach and thought leadership initiatives. The decision comes after an extensive review of other national agencies.

Marketing Hires & Now Hiring

Aria Marketing

Clarity Quest Marketing Adds Marketing Content Manager To Support Its Expanding Healthcare and Technology Business
Clarity Quest Marketing (@CQmarketing) announced that Megan Higdon, joined the firm’s Ann Arbor, Michigan office as marketing content manager where she will focus on marketing and public relations content for the firm’s clients.

Merge

Events

ICYMI

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
Hashtag: #WhatsMyTagline
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.