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

Five Important Website Design Elements to Improve Your SEO – By John Lynn (@techguy) – When designing a website, a lot of effort and focus is on how the website looks. Certainly this is an important aspect of the site along with what the site communicates to visitors and how quickly visitors can get to the information they really need. However, it’s also important that any website design takes into account a number of things that will influence its SEO (search engine optimization). Getting ranked well in search engines can often be a long term supply of fresh leads to your company. So, it’s worth the effort.

6 Social Media KPIs For Social Media Marketing Mastery (infographic) – Alex Cox, Senior Writer at Brafton (@Brafton) says, How do you know if your social media campaigns are working? Like, really know? Maybe you have a gut feeling that everything is going great. You can see that people are liking your Instagram posts, engaging with your questions and announcements on Facebook, and repinning your pins on Pinterest. But perception isn’t always reality.

Amendola Communications
Get Real: Making the Most of Virtual Events – Jodi Amendola, CEO at Amendola Communications (@AmendolaComm) writes, Many healthcare, life sciences and healthcare IT marketers may not realize it, but virtual events (such as online-only conferences) are not new. They’ve actually been around for roughly a decade – starting right about the time broadband connections became ubiquitous. But you never heard about them? That’s not surprising, because they were pretty much treated as “less than” events. They were the sort of thing organizers would do when they didn’t have the resources to pull off a live event such as HIMSS, and organizations would participate in when they didn’t have the budget or personnel to attend live events.

Video SEO Best Practices – Melanie Hilliard, Senior Marketing Consultant at ClarityQuest (@CQmarketing) says, You’ve spent time and money making the perfect product video, but looking at your analytics, you’re underwhelmed by how many people are actually watching it. Video marketing is a great way to engage your audience in your brand story and distill a complex or technical offering into an easy-to-understand message. But a video strategy only works if your audience sees it.

Aria Marketing
Tips from PR Pros: Recording a Video Interview – Kara McCrudden, Senior Account Executive at Aria Marketing (@AriaMarketing) writes, Social distancing orders have forced companies to work remotely and re-evaluate the way they do business. The world of media relations is no different, with many reporters now primarily conducting interviews via phone or video (Zoom, Skype, etc.). The Aria team has been working with clients to prepare them for successful remote interviews over the past few months, so we wanted to share some tips for nailing the virtual video interview.

KNB Communications
5 Ways Healthcare Marketing Directors Can Contribute to a Healthy Work Culture During the Pandemic – T’Asia Moody at KNB Communications (@KNBComm) writes, COVID-19 has left many people with feelings of distress and anxiety. Here are some ways that healthcare marketing directors can promote a healthy work environment for their employees.

Finn Partners
How Podcasts Attract New Audiences During The Pandemic – Hope Buckner, Account Supervisor at Finn Partners (@FinnPartners) writes, The pandemic has changed every aspect of the way we communicate—narrowing and expanding channels as the weeks and months in quarantine slog on. Such is certainly the case with podcasts. With many people eliminating their commutes to work and skipping the gym—two popular places for podcast listening—podcasts initially saw their audiences dwindle when COVID-19 descended. But the number of podcast listeners has recently bounced back to pre-COVID levels, and devotees of this content-rich platform are demonstrating that they’re hungry for new shows.

Madalyn Sklar

A Look At Provider Websites

To Read & Listen
How to Explain New Procedures in Your Marketing – By Scott Zeitzer, President, from P3 Practice Marketing (@p3practicemktg) writes, When your practice has a new procedure or service to offer, there are several things you might do to get the word out and start marketing the option to patients. While there are certainly a lot of different methods for getting the word out, the most important thing is helping your patients understand how they might benefit from this procedure, and when it might be the best option for them. As with all procedures you offer, the new procedure likely won’t be right for everyone. Even if a patient stands to benefit, things like costs and insurance coverage can also factor in.

When you explain a new procedure to patients, these factors will affect your approach to introducing and marketing the procedure. We have helped several clients market new procedures online over the years. We also got insights from Dr. Ariana DeMers, who shared how she has introduced new orthobiologic therapies to patients in Episode 29 of our Paradigm Shift of Healthcare podcast.

Agency News

Pivot Point Consulting Engages Amendola for Strategic PR and Marketing Services
Amendola Communications (@AmendolaComm) announced that Pivot Point Consulting has selected the firm to amplify client successes and industry best practices after a competitive review of agencies.

Diameter Health Engages Amendola For Strategic Public Relations, Social Media and Content Marketing Services
Amendola Communications (@AmendolaComm) announced that Diameter Health has hired the agency to provide strategic PR, social media and content marketing services to drive thought leadership and visibility of its clinical data optimization technology for health plans, state and federal government, health information exchanges and throughout the healthcare ecosystem.

Marketing Hires



Matter Health And HITMC Present: The Permanent Pivot
Matter Communications (@MatterComm) presents a first-of-its-kind live event with the Healthcare and IT Marketing Community (HITMC), “The Permanent Pivot: How Lessons from 2020 Impact Marketing Planning for 2021 and Beyond.” The production will be streamed live from Matter’s in-house video production studio on October 22nd from 12:00 -1:00 pm ET. Register for this event.


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.