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 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 (@carolflagg) 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. On this episode, Carol talks with John Lynn and Colin Hung of HealthcareScene discussing the genesis of Healthcare IT Today website and radio show. The three also talk about a recent episode of John and Colin’s show that focused on IT and Marketing: the Odd Couple or more in common than we think?

So HIMSS was Canceled – What Now?

What happens when your industry’s biggest event is canceled? – Melanie Hilliard, Senior Marketing Consultant at ClarityQuest (@CQmarketing) writes, News that healthcare IT’s biggest trade show, the annual HIMSS Conference, was canceled only days before it started due to the coronavirus outbreak, rocked the industry. Biotech marketing has been affected too. Biogen ordered staff to work from home after employees who attended a management meeting in Boston tested positive for coronavirus. As the list of healthcare and biotech events being canceled grows, marketers are scrambling to figure out how to make meaningful connections with prospective customers after missing their industry’s most important events.

7 Tips for Marketers When a Conference Cancels – By Colin Hung (@Colin_Hung) – The conference where you are a sponsor/exhibitor just announced that it has been cancelled. As a marketing/PR professional, what now? Here are seven tips to keep your marketing momentum while your competitors stumble. A growing number of conference organizers are making the tough decision to cancel their events amidst the COVID19 outbreak that is gripping the globe. SXSW, Google I/O, Dell World, and the Game Developers Conference have all been cancelled. Last week, HIMSS, AHIP and ACHE each announced that their conferences would be suspended due to COVID19.

Studio North
10 steps for scrappy marketers to survive the HIMSS20 cancellation – Stacy Goebel, Social Media Director at Studio North (@StudioNorthUSA) says, OMG. HIMSS20 was canceled! Everything you had planned for your whole exhibit is now out the window, right? Wrong! You may not be able to showcase the incredible live experience you’ve been building for months, but between now and the end of this week you can build a virtual HIMSS experience, leveraging the resources you created for HIMSS to accomplish the same goals, on the same timetable—if you’re willing to be scrappy.

KNB Communications
HIMSS2020: Virtually Adaptive – Theresa Persico, at KNB Communications (@KNBComm) writes, Amid the global health concern of COVID-19, many conferences, exhibitions, and festivals have decided to cancel their events, including the in-person HIMSS20 Global Health Conference and Exhibition. The annual conference had an expected 45,000 people in the healthcare and health IT fields attending from around the world between March 9th and 13th.

Amendola Communications
Taking the Animal House Approach to HIMSS20 – Jodi Amendola, CEO of Amendola Communications (@AmendolaComm) writes, When news came down the Thursday before HIMSS20 was set to begin that the conference had been cancelled due to covid-19 concerns, it was tough to tell whether that loud sigh that rippled across America was relief or exasperation. On the one hand, everyone who was on pins and needles waiting to see if their projects and presentations would be done on time were likely relieved to dodge a deadline bullet. Managers who weren’t sure whether it was prudent to send key staff to a potential covid-19 incubator (including me, quite frankly) were happy to have that responsibility taken off their shoulders.

To Read

Finn Partners
When Innovation Saves Lives – Now Is The Time – Go’el (Glenn) Jasper, Managing Partner at Finn Partners (@FinnPartners) writes, Gosh, you’d think that after 25+ years in tech, nothing would surprise me. You’d think, after the smartphone, after autonomous vehicles, after consumer drones, for goodness sake, I’d barely flinch when new inventions burst upon the scene. But it’s not true. I’m amazed all the time. It’s one of the reasons I love what I do. But then, every once in a while, an innovation and an acute need intersect, and I get inspired.

Agency Ten22

KNB Communications
Telehealth and COVID-19 – Theresa Persico, at KNB Communications (@KNBComm) says, The outbreak of COVID-19 is a rapidly evolving situation. With over 1,000 Coronavirus cases in the U.S. and over 115,000 cases worldwide telehealth is beginning to play a major role in battling the coronavirus. To minimize contact with possibly infected patients, hospitals are using technology, by using virtual interactive videos and secure phone messaging, to care remotely for patients.

Aria Marketing
Security Tips for PR Professionals – Kelsey Pearse, Account Executive at Aria Marketing (@AriaMarketing) says, As PR professionals, the majority of our communications are handled online – from distributing press releases to conducting competitor research to media relations. However, one thing we often do not consider while doing all of this is cybersecurity.

Matter Communications
An At-Home Guide to Content Creation Part I: Tips for Shooting Smartphone Video – Gabe Gerzon, Senior Video Producer for Matter Communications (@MatterComm) writes, While professional production value and polish is still critical to most forms of video, the current situation presents a fantastic opportunity for your organization to step it up in the DIY video-shoot department. The great news is that you and your colleagues already have fully capable smartphone cameras in your pockets. Below you’ll find some simple best practices that’ll help you take full advantage of the tech and look the part of a video wizard to your colleagues, customers and prospects alike. If you’re not sure what low-hanging video fruit to prioritize, here are some basic ideas:

And check out Part II – An At-Home Guide to Content Creation Part II: When to Consider Animated Videos

59 social media statistics you need to know in 2020 – Dawn Matthews, Content Director at Avasam (@avasamsocial) writes, Although there are some that claim social media has roots as far back as the 1840’s as the telegraph was introduced, it is over the last twenty years that we can really see the impact of what we think of now as social media. Prior to the launch of Facebook in 2004and the platform’s subsequent explosive success, websites such as the now defunct SixDegrees and Friends Reunited (remember them?!) paved the way for the social media landscape that we know and love – or loathe – today.

Agency News

Leading Patient Experience Platform Provider, eVideon, Names Aria Marketing Agency of Record
Aria Marketing (@AriaMarketing) announced it was selected as the agency of record by eVideon, a leader in interactive patient engagement and digital workflow solutions. The award-winning agency also promoted Ashley Owen to account director – a move that will further support Aria’s growing client roster.

Matter Communications Acquires Calypso, a Marketing and Branding Agency in Portsmouth, NH
Matter Communications (@MatterComm) — a Brand Elevation Agency specializing in public relations, social media, creative services, and digital marketing — announced its strategic acquisition of Calypso, a Marketing and Branding Agency based in Portsmouth, NH. Calypso has a 20-year history of serving worldwide clients in several high-profile industries, including the energy, finance, and healthcare sectors.

MERGE and Sandbox Unite to Create One of the Largest Independent Agencies in North America
MERGE (@weareMERGE), a premium creative, marketing and technology company, announced that it has acquired Sandbox, a similar, independent, full-service, strategic and digital agency, to create more transformational solutions and a better agency experience for marketing and technology clients. The transaction, effective immediately, forms one of the largest independent agencies in North America with more than 600 employees. With offices in seven locations across the United States and Canada, together, MERGE and Sandbox strengthen their coast-to-coast presence to be closer to clients.

Marketing Hires

Jared Johnson Joins Jennings As Content Marketing Consultant
Renowned healthcare marketing strategist, podcaster, and keynote speaker, Jared Johnson, has joined Jennings’ (@jenningshealth) content marketing team in a strategic consulting role. Johnson will lead the development of content strategy while overseeing the execution of novel content marketing programs for healthcare organizations across the country. To hear more from Jared Johnson, tune in to Paradigm Shift of Healthcare on HealthcareNOW Radio.

Amendola Expands, Adds Three Seasoned Healthcare & Tech PR & Marketing Pros To Its A-Team
Amendola Communications (@AmendolaComm) announced that it has added three new account directors: Sofia Kosmetatos, Nicole Rodriguez and Matt Pera. They will be responsible for creating and managing client programs, providing strategic counsel and positioning, and pitching media and other digital influencers for the agency’s healthcare and healthcare IT clients.

Clarity Quest Marketing Adds Senior Marketing Consultants For Its Expanding Healthcare and Technology Business
Clarity Quest Marketing has hired two senior marketing consultants, Melanie Hilliard and David Gomez, both based in the firm’s Ann Arbor, Michigan office. Melanie and David will take leadership roles with clients in Clarity Quest’s expanding healthcare and biotech divisions.


HITMC 2020 – POSTPONED until later in 2020

Coronavirus Update (03-17-2020):

Due to the continued spread of COVID-19, the recent CDC guidelines regarding gatherings of 50 people or more, and travel restrictions, we have decided to postpone the 2020 Healthcare and IT Marketing Conference (HITMC20) to later this year. We are currently negotiating with the hotel for a new date in August 2020, but we do not yet have confirmation. As soon as we do, we will post an update. For those that have already registered for HITMC20, there is nothing you need to do at this time. Your registration has been preserved.