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 spoke with Davida Dinerman, VP, Health Tech and Matt Raven VP, Head of Digital from Look Left Marketing. Many companies spend time and dollars investing in their PR strategies, determining goals, messaging, media outreach, and campaign initiatives. But in today’s digital environment SEO is often overlooked as a critical component to this mix. On this episode, we discuss using SEO data to build a PR plan.

To Read

KNB Communications
Healthcare Content Marketing: Dos and Don’ts – Aquinnah Rank at KNB Communications (@KNBComm) says, What is healthcare content marketing? Content marketing focuses on creating, sharing, and distributing information in many forms that is not necessarily branded content. The content can take many forms: a video, social post, blog post (like the one you are reading right now), email, infographic, and more as long as it informs and provides value to your target audience. Your audience will be attracted to your company as a result of the relevant, quality content you provide. If your healthcare company isn’t using content marketing, you are missing out; it is absolutely central to the inbound marketing strategy.

Matter Communications
A Quick Guide to Google Analytics 4 – Brendan Pescatore at Matter Communications (@MatterComm) writes, As we approach July, Google’s 2023 deadline for phasing out Universal Analytics (UA) looms large. For most sites, this means a collection of visitation data will cease, essentially forcing a migration to Google Analytics 4 (GA4). GA4 utilizes an entirely different data model, moving from hit-based events to user-focused conversion metrics. This development by Google is a response to the eventual phasing out of 3rd party cookies, to which marketers must adapt in an increasingly privacy-centric world.

Brafton
What Do Marketing Agencies Do, Anyway? – Ashlee Sierra, Writer at Brafton (@Brafton) says, Have you ever seen a company so mysterious you can’t even tell what they do? They probably have some vague label that sounds like it came straight from an online business name generator. You’ve never heard anyone say they work there. Maybe you try to sneak a peek through the windows, but they’re tinted so dark that all you see is your own reflection, and then a masked guard bursts through the steel doors to chase you off. That’s precisely what it’s like to try figuring out what a marketing agency does.

Clarity Quest
Paid, owned, & earned media: PR basics for health tech & life science companies – Raegan Daley, Content & PR Manager (@CQmarketing) writes, The life sciences industry is a field that serves as an umbrella for many other businesses, most of which encompass and support the healthcare system, medical devices, pharma, and artificial intelligence. Like every other industry, there is a constant need for awareness and content-related strategy to give more information about what the sector serves to do and how it can be supported.

Amendola Communications
An Open Letter To All Public Speakers And Soon-To-Be Speakers – Chris Hayden, Account Manager at Amendola Communications (@AmendolaComm) says, On behalf of conference program managers and producers everywhere, I’d like to share some insights for all public speakers and soon-to-be speakers. Conference season is coming. Submissions are being examined. LinkedIn pages are refreshing at a furious rate. And you might soon get that email that says, “You’ve been chosen to speak at XYZ Forum in Las Vegas! Congratulations! You’re going to crush it on stage.” As the person who once-upon-a time chose, managed, and served as your shepherd to that fateful 30-minutes on stage, here are some helpful tips to make you and your session shine.

HITMC
Interesting Healthcare Marketing Statistics – Colin Hung (@Colin_Hung) writes, Ever wonder what topics healthcare media is covering? Are people planning on going to HIMSS23 and ViVE2023 next year? What marketing tactics are companies finding effective right now? Want to know what email signature is most popular? Good news! We’ve got answers for you in this article.

Agency News

Bulldog PR Awards 2022 Honors Amendola for HSBlox Value-Based Care Campaign
Amendola (@AmendolaComm) announced that it has won a 2022 Bulldog PR Award in the Best Thought Leadership category for its HSBlox campaign, solidifying the company’s reputation as a top public relations and marketing communications agency for healthcare and health IT. The Bulldog PR Awards, which celebrate the best and brightest corporate communications and PR efforts, honored Amendola with a Bronze award for a campaign it developed to increase awareness of HSBlox in the value-based care space.

Marketing Hires & Now Hiring

PointClickCare Announces Chief Marketing Officer Annie McBride to Executive Leadership Team
PointClickCare Technologies (@PointClickCare), a healthcare technology platform enabling meaningful collaboration and access to real‐time insights, announces the appointment of Annie McBride as Chief Marketing Officer. Annie is a tenured marketing executive and product leader with over 20 years’ experience in digital agency, marketing and strategy, consumer brand management, medical device and healthcare informatics and SaaS product management. Annie joined PointClickCare’s executive leadership team as their first CMO with plans to deliver on the strategy by bringing best-in-class voice of customer focus, data driven insights, innovative marketing technology and collaboration models that will enable marketing to serve as an engine of growth and market development across the Senior Care, Acute and Payer industries.

StudioNorth

Aria Marketing

Events

#HITMC
When: Every Tuesday, Noon ET (9 AM PT)

WhatMonthly chats on marketing strategies in health IT. Sponsored by: Healthcare IT Marketing and PR Conference. Find the topic for the next #HITMC Tweetchat.  View previous Tweet Chat summaries.

ICYMI

Killer public relations, marketing and social media in healthcare requires making the right moves at the right time. Tune in to hear them on their show, Overrated & Underused, weekdays at 10am, 6pm, and 2am ET right here on Healthcare NOW Radio or checkout their playlist below!

Resources

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.