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

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

5 Tips for Freshening Up Your Marketing for Spring 2021 – By Colin Hung (@Colin_Hung) – Spring has always been the season for renewal. It is the time of year when we shed our crusty winter selves and get ready for a new start. The adage: “Out with the old. In with the new.” definitely applies to Spring. For Marketers, this is the perfect time to freshen up your brand. Here are 5 simple tips to do just that…and leave you plenty of time to get outside and enjoy the Spring weather.

Amendola Communications
Health IT – A Patient’s Experience – Margaret Kelly, Research Coordinator at Amendola Communications (@AmendolaComm) writes, The PR agency that I work for is one that specializes in healthcare and health IT clients. A benefit of my employment is that my day is filled with reading interesting innovations in the health/health IT field. I research articles for social media, locate editorial calendars from trade publications, and proof press releases before I set them up on the wire. My knowledge in the field has grown substantially over the eight years I’ve been at Amendola Communications.

KNB Communications
#WomenofKNB: How to Succeed as a Woman in the Health Tech Marketing Industry – Monica Manna at KNB Communications (@KNBComm) writes, “Know your worth and don’t offer any discounts,” says KNB’s Director of Client Services, Amy Roberts. Along with Ms. Roberts, KNB is home to many women leaders who have advice to share regarding being a woman in the health tech marketing industry. KNB’s marketing and public relations team is built mostly by women. In fact, KNB was founded by female entrepreneur Shirin Bhan in 1998. Not only do these women offer expertise in their field, but they also know how to lead as women in the health tech industry. See what the KNB team has to say.

Exactly how non-fungible are you? – Jake Leeman, Director, Emerging Technology at MERGE (@weareMERGE) says, Fungible. Not a word we use much in marketing circles. But the term “non-fungible tokens” (NFT) is everywhere these days. Taco Bell did a limited release of NFT animated GIFs. Kings of Leon released their latest album as an NFT, and the NBA’s Top Shots product has raised over $230 million in sales with its digital NFT collectables. So what exactly is an NFT? Well, in the simplest terms possible, it’s a completely unique digital asset—which could be anything from images to videos to music—that’s built using blockchain technology.

Goldilocks Marketing: right-size resources and budget to maximize leads – Chris Slocumb, Founder and President at ClarityQuest (@CQmarketing) says, Companies, large and small, often struggle with how to allocate time, personnel, and budget to marketing so they will make the most impact on top-line revenue. Never fear; we have answers to frequently asked questions.

Anderson Interactive

Aria Marketing
Three Ways to Drive Lead Generation with PR – Ashley Owen, Account Director & Wellness Officer at Aria Marketing (@AriaMarketing) writes, As PR professionals, we are constantly working to get our clients in the conversation – from securing press opportunities and speaking slots to announcing new product launches and strategizing social media programs. The goal of all of this, of course, is to get in front of decision-makers that will be moved enough to take out their wallets – but it’s challenging to directly link PR results to sales, or even to leads. Every once in a while, I get a call or email from someone that read an article about a health IT client and wants to discuss purchasing their technology, but it’s a rare (yet oddly satisfying) occurrence.

Mobile Content Marketing: Everything You Need to Know – Alex Cox, Senior Writer at Brafton (@Brafton) says, Like the irresistible pull of a black hole, mobile devices are consuming more and more of our time. Between infinite-scrolling social media apps, responsive mobile websites with sharply designed visual content and web conferencing platforms that can engage participants for hours on end, it’s no wonder that time spent on smartphones and tablets has kept rising, seemingly unstoppably. Per eMarketer, mobile users spent over three hours per day on their phones in 2020 — up 28% just since 2018 — and could add another eleven minutes to their total by 2022.

Madalyn Sklar

A Look At Provider Websites

To Read
The Importance of Procedure & Service Content Over Blogging – By Scott Zeitzer, President, from P3 Practice Marketing (@p3practicemktg) writes, Content marketing has for many years been one of the main pillars of search engine optimization. In today’s landscape, content marketing isn’t optional if you want to rank well in search results when local patients search for key procedures and services. Often, practices ask us about blogging as a method of building up search engine ranking, especially if they have worked with marketing companies that don’t specialize in healthcare. While blogging can be effective for many businesses and even for healthcare in some cases, it is often not the most important or effective type of content marketing for a medical practice.

Agency News

Four Hot Cybersecurity Firms Join Matter’s Client Roster, Bolstering Growing Cyber Portfolio
Matter Communications (@MatterComm) announces the continued momentum of its cybersecurity team, highlighted by the recent addition of four leading brands to its client roster as well as the expansion of current client programs. With nearly two decades of cybersecurity industry experience, Matter is well positioned to create, direct and execute high impact communications programs for diverse security companies – ranging from startups to billion-dollar brands.

Product Solutions News

PatientBond Launches its Insights Accelerator™ Solution to Amplify Healthcare Provider Marketing Results with Consumer Science and Files for Patent Protection
PatientBond (@PatientBond), a science driven patient engagement SaaS provider, announces the launch of Insights Accelerator™, a SaaS delivered application that provides access to unique and extensive market research and psychographic data on healthcare consumers. The Insights Accelerator™ is designed to help hospitals, health systems, payers, medical groups and other providers enhance their marketing strategies and campaigns for improved results.

Marketing Hires & Now Hiring


Studio North

Matter Communications

Wendy White Joins TigerConnect® as Chief Marketing Officer
TigerConnect® (@TigerConnect), healthcare’s most advanced, reliable, and widely adopted care team collaboration solution, announced that Wendy White, former CMO of Expedia’s corporate travel unit, will be joining the company as Chief Marketing Officer. White’s appointment is part of a broader program of market-driven growth at the company, which includes TigerConnect’s $45M Series D raise last Fall and the recent acquisitions of Critical Alert and Call Scheduler. She brings a wealth of experience in growth marketing to the position, having spent over two decades in senior leadership roles in Fortune 100 companies and venture-backed startups.

Job Openings in Marketing

Check out these openings from LinkedIn:

From Intelligent Medical Objects, an opening for a Marketing Campaign Specialist
From San Francisco Department of Public Health, an opening for a Director of Communications
From CureMD, an opening for a Director, Digital Marketing
From Waystar, an opening for a Market Development Executive



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.