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

A couple of months ago I was chatting with Jared Johnson (@jaredpiano), founder of SHIFT Health and host of the award-wining podcast, Healthcare Rap (#HealthcareRap). We spent a lot of time talking about both clients and prospective clients, on the development, launch, and growth of a show. These conversations run the gamut – from host choice, production set-up, how to grow an audience, frequency, ROI, and the various nuances that lead to podcast success. From that conversation, we decided to do special “cross-over” episodes for our respective shows, addressing 10 topics would be companies and podcast hosts need to consider before launching, followed by 10 topics for making an existing show more successful.

Below are the two episodes. Jared and I tackled strategies to think about before launch on his show, and how to improve the podcast show you have on mine.  There are, of course, some topics germane to both episodes.

Take a listen!

To Read

Content Marketing Metrics That Matter (And Those That Don’t) – Michael O’Neill, Writer, Editor & Content Manager at Brafton (@Brafton) says, Content marketing is awash in data, yet most companies don’t have the proper processes in place to compile, analyze and report this data in a meaningful way that supports business objectives. Even worse, some firms misreport metrics or have only a surface-level understanding of their marketing KPIs. Needless to say, how do you prove the value of your actions if there’s no internal definition of “value” at your company?

Stop Buying Lists. Start Buying Data. – By Colin Hung (@Colin_Hung) – Buying a list of healthcare contacts from a vendor should not be part of anyone’s marketing strategy. It doesn’t matter how tempting the offer sounds – just say no. On the other hand, marketing data that can help you better identify potential buyers or hone your message is worth its weight in gold.

Amendola Communications
Look for the Human Connection to Health Tech – Megan Moriarty, Senior Account Manager (@AmendolaComm) says, Most people working in communications are familiar with the idea that storytelling creates the most impactful and memorable messages. Feeling a human connection to a story is what makes it resonate with us, and what makes us care. Working in the healthcare communications field makes it easy to tell great stories because we’ve all had our own healthcare experiences. Healthcare is personal and we can relate to any number of situations because of that.

KNB Communications
4 Ways To Grow Your Healthcare Business – Nina Khademi at KNB Communications (@KNBComm) writes, Marketing is essential for maintaining and growing any healthcare business. A successful healthcare company needs to be able to retain existing patients, while also offering competitive services in order to attract new patients. While this task can be difficult and time-consuming, here are 4 simple ways to effectively operate and grow your healthcare business.

Matter Communications
AI Is Less Complicated (And Less Scary) Than You Think – Annie Mitchell, at Matter Communications (@MatterComm) writes, When people think of artificial intelligence (AI), they probably imagine robots that look eerily like humans, Hal from the movie 2001: A Space Odyssey or just the general destruction of all humanity at the hands of omniscient mechanical overlords. But fear not! The truth is AI is already interwoven throughout modern society, and it’s making our personal and professional lives much easier – just ask Siri or Alexa. Because AI is so prevalent today, you can find discussions about it in nearly every industry or business vertical. Plus, many of our clients already take advantage of this advanced technology, whether to enhance customer experience platforms or as a behind-the-scenes operational driver. We’ve compiled a few use-cases that demonstrate the power of AI, and what it could mean for businesses moving forward.

Agency News

Jodi Amendola Named to PR News’ Distinguished List of ‘Top Women in PR 2021’
Amendola Communications (@AmendolaComm) is thrilled to share the news that CEO Jodi Amendola has received PR News’ “Top Women in PR 2021” accolades in the “Entrepreneurs” category. Jodi and her fellow award recipients were honored at a virtual gala on July 28th. The “Top Women in PR Awards” recognizes the inspiring, innovative and supportive women making an impact not only for their companies, but within the PR industry as a whole.

Amendola a Finalist for PR Daily’s 2021 Digital Marketing Campaign of Year AND Healthcare Marketing Campaign
Amendola Communications also announced it has been named a finalist in two different categories for PR Daily’s 2021 Digital Marketing & Social Media Awards, including the Grand Prize for Digital Marketing Campaign of the Year and the Healthcare Marketing Campaign category. The agency’s campaign, “Amendola Helps Air Methods’ No Membership Required Program Take Off,” included amplification, education and patient-centric storytelling to help fuel pending legislation and resolve an ongoing, industry challenge.

Barokas Communications Joins FINN Partners
Barokas Communications, a tech-focused PR agency with offices in Seattle and Denver, has joined FINN Partners (@FINNPartners). Barokas serves early stage, emerging and high growth technology companies nationally across enterprise, B2B and consumer tech with a full suite of PR services.

Leading Health Technology Communications and Marketing Firm Agency Ten22 Joins FINN Partners
Global independent marketing and communications agency FINN Partners (@FINNPartners) announced that it has acquired Agency Ten22 (@AgencyTen22), a leading Atlanta-based communications and marketing firm. Agency Ten22 serves health information (health IT) and health tech clients throughout the U.S. and is recognized by leading health information and technology (IT) trade groups as being among the nation’s top consultancies.

Marketing Hires & Now Hiring

Matter Communications

Clarity Quest

FINN Partners





Urgent Care Marketing 101 – free, online marketing eBook from Experity (@ExperityHealth)
An urgent care clinic, like any business, is only profitable if patients continue to use its services over time. Unfortunately, many urgent care facilities have a restricted marketing budget, which can severely limit new business volume and community engagement. According to Andrew Ibbotson, Vice President of the National Research Corp. in Nebraska, “Urgent care traffic is driven more by online search results, geography, wait times, and availability than traditional healthcare delivery.” These added complications make identifying the most effective marketing strategies for your walk-in clinic even more essential to success.


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.

Overrated & Underused
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.