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 Terri Pollock and Hollon Kohtz from MGMA. Terri and Hollon lead the media and communications department at MGMA and the three discuss the changes and outreach the two have made since joining the organization.

To Read

Agency Ten22
Social Media and COVID-19: 3 Posting Tips to Keep in Mind – Kathy Contes, Executive Director, Digital Marketing at Agency Ten22 (@AgencyTen22) says, Our team did some contingency planning last month. This virus is impacting all of us, in so many big and small ways. If the coronavirus were to hit one of us, what would happen? Who can cover Julie’s writing assignments? Who can manage Kathy’s social posting schedule if she’s out? Our small virtual team is not loaded down with policies and procedures so it was an interesting and worthwhile exercise for us.

Finn Partners
Why Marketers Should Be Looking At The ‘Zoom Effect’ – Kyle Farnham, Managing Partner, Consumer Practice Leader at Finn Partners (@FinnPartners) writes, Saturday Night Live’s first At-Home edition this past weekend was the latest example of media and entertainment properties finding creative ways to broadcast and connect with their audience. Whether it’s Tom Hanks hosting SNL from his kitchen, the Today Show’s Carson Daly appearing from his living room with his kids in their pajamas or CNN’s Anderson Cooper broadcasting from his home office, the stay-at-home orders have given us a unique peek into the home lives of musicians, athletes, actors, media figures, politicians and dozens of different experts.

Amendola Communications
4 Simple Tips for a Successful User Conference – Brandon Glenn, Content & Account Director at Amendola Communications (@AmendolaComm) writes, For attendees, a user conference is a little like a mini-vacation. It’s an opportunity to bask in the luxury of being a valued customer, perhaps with a stay at a beachside resort with catered meals and evenings of receptions with open bars. Not a bad assignment if you can get it. For the marketing and communications team tasked with seamlessly pulling off a sparkling, well-attended event that woos customers new and old while simultaneously showcasing the best of the organization’s product and service offerings, it’s a whole other story.

KNB Communications
5 Unique Ways to Stay Connected – Jemma Roche, Marketing Coordinator at KNB Communications (@KNBComm) writes, As health IT marketing gurus, we are always trying to think of the next fun thing to do to keep our PR and marketing team members engaged. Here are is a list of activities we have come up with while working from home:

Getting Started With Account-Based Marketing on LinkedIn – Marla Sokolowski, Marketing Systems Lead at ClarityQuest (@CQmarketing) says, Believe it or not, account-based marketing (ABM) has been around for more than 15 years. One of the B2B tech marketing pioneers, the Information Technology Services Marketing Association (ITSMA), introduced the concept in 2004. In its early years, ABM was primarily limited to large enterprises with big budgets and lots of resources. However, marketing automation, along with its customization technologies, leveled the playing field. Companies of all sizes can easily scale their marketing. Combine that with a powerful platform such as LinkedIn, and you have a recipe for ABM success.

Aria Marketing
Wellness in Quarantine: Aria’s Self-Care Tips for Social Isolation – Ashley Owen, Senior Account Executive at Aria Marketing (@AriaMarketing) writes, As we tread uncharted waters amid the coronavirus outbreak, many of us are all dealing with very serious anxieties related to infection risk, a continued economic downturn, and more. To make things more complex, we are largely cutting ourselves off from most in-person human contact.

Matter Communications
An At-Home Guide to Content Creation Part III: Repurposing Your Content Library – Rhidian Pentz, Video Editor for Matter Communications (@MatterComm) says, A whirlwind of news has unfolded during the past couple of weeks, and many businesses have an immediate need to reassure, communicate, and update their customers and clients. But whether your business is big or small, most live-action video production is on pause. Because of the limited access to new video production, this is a great opportunity to re-familiarize yourself with your current libraries and repurpose existing content — it’s a cost-effective way to create something new from the old!

And check out Part IV – An At-Home Guide to Content Creation Part IV: Looking Great via Webcam

How to do ethical marketing during the coronavirus quarantine: A 5 step guide – Jeff Baker, AVP of Marketing at Brafton (@Brafton) writes, Does it feel like you’re walking on eggshells right now? On one hand, you want to keep your job, because eating and having shelter are good things we all strive for. (And I’m not keen on the idea of switching to budget beer anytime soon.) On the other hand, the margin of error for looking like a tone-deaf, tacky sociopath is razor thin. It’s like shooting for a hole-in-one every shot, and if you miss an alligator eats your golf cart, your best friend and you have to walk home in wet shoes.

Keep the momentum going: How to stay connected with your audiences during COVID-19 – Meredith Rose, VP Content Services at MERGE (@weareMERGE) says, Over the past several weeks, the world as we know it has quickly changed as drastic steps are taken to fight the coronavirus pandemic. Businesses of all shapes and sizes are feeling the impact as key conferences, events and other in-person meetings are canceled or postponed, leaving companies unable to find and engage with current and prospective clients in this traditional way. So, where do you go from here? By thinking differently, organizations can effectively reach target audiences – even leveraging some work that’s already been done – and communicate thoughtfully and deliberately.

Agency News

Matter Expands Precision Group to Include Digital Marketing Offerings
Matter Communications (@MatterComm) — a Brand Elevation Agency specializing in public relations, social media, creative services, and digital marketing — announces the expansion of its Precision group’s offerings, with the addition of digital marketing services. Working with B2B, B2C and regional businesses with modest budgets and focused needs, Precision Digital will leverage Matter’s strong capabilities across integrated marketing to elevate brands’ marketing efforts, ensuring best-in-class digital ecosystems that drive results.

W2O Acquires Symplur to Innovate, Scale and Increase Accessibility To Its Proprietary Healthcare Data and Insights Platform
W2O (@W2OGroup), an independent provider of analytics-driven, digital-first marketing communications to the healthcare sector, announced the acquisition of Symplur, a social media analytics platform exclusively focused on the healthcare sector.

Marketing Hires

Method Communications Bolsters Global Enterprise Tech Practice
Global tech PR firm Method Communications (@methodcom) has bolstered its breadth of expertise in enterprise technology by hiring Executive Vice President Adrian Eyre, an experienced agency leader with previous roles at Edelman, Ogilvy Public Relations and Waggener Edstrom, and Josh Lefkowitz and Ruben Simpliciano as vice presidents. Eyre joins Method’s San Francisco office, leading the agency’s enterprise team, along with Simpliciano; Lefkowitz leads the company’s growing New York office.


HITMC 2020 – POSTPONED until later in 2020

Coronavirus Update 04-02-2020 – From HITMC
On May 12th and 13th (the original dates of the in-person conference), we will be hosting a Virtual HITMC Event. From 12:00 ET until 5:00pm ET each day, there will be educational sessions, panel discussions and even an unconference!

We wanted to do something that brought the HITMC Community together – while still adhering to physical distancing protocols. We hope this virtual event will tide us over until we can get together later in the year. Click the link for more information about the Virtual HITMC Event. We are continuing to work with the hotel on a new date for the in-person conference.

We will update everyone who has registered for HITMC20 via email when we have a set a date and we will also post information on our website.