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

On this episode of What’s My Tagline? I talk to Gil Bashe, Managing Partner and Chair of Global Health for FINN Partners and Beth Friedman, Founder of AgencyTen22. FINN Partners, a global omnichannel communications and marketing agency recently acquired AgencyTen22, a boutique PR agency out of Atlanta, Georgia with a focus on health IT. Gil and Beth share their decision making process for the acquisition, driven in part by their shared passion for healthcare innovation as a change agent for improving health care for all.

To Read

99 Benefits of Content Marketing (and You Need Each One) – Michael O’Neill, Writer, Editor & Content Manager at Brafton (@Brafton) says, Content marketing isn’t new, but it may be new to you, valued reader. So let’s talk about what exactly content marketing is, and why it’s so darn loveable. A few decades ago, there was only traditional advertising. Companies caught people’s attention by interrupting their TV-watching with commercials, catching their eyes with billboards while they were driving or announcing their latest products on the radio. Now, there’s another, more subtle way to draw in customers.

Matter Communications
Is Your Podcast A Slow Burner Or A Page Turner? – Gabe Gerzon, at Matter Communications (@MatterComm) writes, Give your team a round of applause. Pat yourself on the back. You just finished recording and editing an entire season of your branded podcast, which is a huge friggin’ deal. And you know what? It came out pretty dang good! But wait, before you blow your entire prosecco budget prematurely, you need to know your work here isn’t done. Check this out: your great podcast deserves an equally great distribution strategy. One that maximizes audience engagement and fits your season content perfectly.

Clarity Quest
4 Tactics for Coming Up With Fresh Content in Healthcare – Megan Higdon, Marketing Content & PR Manager at ClarityQuest (@CQmarketing) writes, I miss running the whiteboard during a team brainstorming session. I love assigning dry erase marker colors to my team members while they share ideas about new content, and strategy. These brainstorming sessions aren’t just a great time for fresh ideas but a great time for teambuilding, too.

Amendola Communications
Six Considerations When Evaluating A PR Agency – Grant Evans, Senior Account and Content Director at (@AmendolaComm) says, So, you want to engage a PR agency to help get the word out about your solutions or services. Sounds like a plan. Sounds easy. But the process can be daunting, time-consuming, and expensive. And, most importantly, it may not help you achieve your goals.

Yes, HIMSS21 Was Worth Attending – By Colin Hung (@Colin_Hung) – Now that HIMSS21 is over, there are three questions people keep asking me: Why did I go to a known COVID hotspot? What was it like? and Was it worth it? The answers are: Because I and the business needed it; Smaller and more intimate; Yes.

Aria Marketing
Pros and Cons of Social Media Platforms for Businesses – Casey Bennett, Account Executive at Aria Marketing (@AriaMarketing) says, Whether we like it or not, it is widely accepted that social media is a powerful tool for both personal and business purposes. However, with so many social media platforms out there, it can be overwhelming to understand which platform is best for your business. Knowing the purpose and value of each platform is key when determining where to post news and insights.

P3 Practice Marketing
5 Opportunities for Practices to Win with Social Media – Scott Zeitzer, President, P3 Practice Marketing (@p3practicemktg) writes, Social media typically isn’t the first (or second, or even third) marketing tactic we recommend for medical practices, simply because there are several necessary steps to getting your practice established online first. With that said, if your practice has already covered the basics of online marketing and wants to branch out further, social media can be a great option. The key is finding the right platform, messaging, and posting strategy for your practice.

Agency News

Curebase Taps Amendola Communications for Strategic Public Relations and Social Media Services
Amendola Communications (@AmendolaComm) announced that Curebase, a company committed to democratizing access to clinical studies, has selected the agency to launch a comprehensive media and communications program highlighting its innovative Decentralized Clinical Trial (DCT) software platform and work to make clinical trials not only more patient-centric but also faster and more cost-effective. The decision comes after an extensive review of other national agencies.

MERGE Unites with Blue Moon Digital, Inc. to Offer Data-Driven Performance Marketing
MERGE (@weareMERGE) announced the acquisition of the digital marketing consultancy, Blue Moon Digital, Inc. This move significantly enhances MERGE’s Performance Marketing capabilities to offer a full set of eCommerce solutions at scale and deepen the firm’s retailer vertical marketing expertise, combining content with commerce.

Luna Selects Amendola Communications for Healthcare PR and Marketing Services
Amendola Communications also announced that Luna, the leader in on-demand physical therapy, has selected the firm to support brand amplification and recognition among key players in the healthcare industry.

Matter Health Achieves 2X Growth Across Revenue, Staff and Client Portfolio
Matter Communications (@MatterComm) announces the explosive growth of its dedicated healthcare team, Matter Health, driven by a rapidly expanding client base and demand from emerging industry verticals. As healthcare innovation reaches new heights, the team has doubled its year-over-year revenue growth, client roster and staff numbers over the past calendar year.

Marketing Hires & Now Hiring

Digital Health and Social Evangelist Ritesh Patel Joins FINN Partners as the Agency’s First Global Digital Health Lead
FINN Partners (@FINNPartners) announced that Ritesh Patel, a pioneering digital health transformation leader, joins the agency as senior partner, Global Digital Health. In this new position, Patel reports to Noah Finn, founding managing partner in charge of Global Integrated Marketing, and will work closely with Gil Bashe, Global Health Chair. Patel will collaborate across FINN Practices and work with the agency’s clients at the intersection of health and wellness decision-making and health-professional voice.

Matter Communications

Studio North



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.