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

From HealthcareNOW Radio, 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

Amendola Communications
The New Normal in Public Relations and Marketing – Stacy State, Senior Account Director at Amendola Communications (@AmendolaComm) writes, Even saying it seems like an oxymoron – it’s not exactly normal if it’s completely new. Truthfully, the new normal will be defined by the choices we make today and most importantly – tomorrow. While it’s been said many times, the present experience is rather unprecedented. We can certainly learn from recent mistakes, but what we choose to learn and how we choose to change will define the new normal.

KNB Communications
The Power of Virtual Care in Health Tech – Jemma Roche, Marketing Coordinator at KNB Communications (@KNBComm) says, With the pandemic affecting health IT marketers, healthcare and tech professionals are unable to work in their offices and meet many of their patients in-person. To help protect the lives of both the patients and providers during the pandemic, healthcare and IT organizations and providers are offering virtual care programs and visits through telehealth. Here are 5 examples of how virtual care is changing:

How To Host a Virtual Conference on a Shoe-string Budget – Dominick Sorrentino, Senior Writer at Brafton (@Brafton) writes, From big trade shows like IBM’s Think Digital, to webinars, to cozy Google Meet sessions with small groups of industry peers, all conferences are now digital conferences. And that levels the playing field in a lot of ways. Companies that normally lack the means to book a venue and host a conference can now plan an event quickly and affordably. People who would never spend money to fly across the country to partake in these trade shows can attend with just a few clicks.

Aria Marketing
The Value of PR During the Coronavirus Pandemic – Catherine Hannum, PR Senior Account Executive at Aria Marketing (@AriaMarketing) writes, The entire world is experiencing the effects of the coronavirus pandemic as it is impacting every facet of our lives from our jobs, to the way we shop for groceries, to social engagements and more. In particular, the content of the news has changed with the majority of information now being shared through the lens of COVID-19. As a healthcare PR agency, Aria is uniquely positioned to support our healthcare clients (who provide services across the industry) during this period of uncertainty.

Finn Partners
Opportunities for B2B Marketing In The Wake of Coronavirus – Mena Buscetto, Account Executive at Finn Partners (@FinnPartners) says, We’re navigating “uncharted territory,” “unprecedented times,” and a “period of uncertainty.” These phrases have been circulating for the last several weeks, but what do they really mean? How are businesses trying to “adapt,” and just how much time, effort, and resources are packed into that five-letter word? More specifically, how do organizations respond and what actions can they take to continue to market their brands?

7 smart ways to spend your trade show budget when the exhibit hall is closed – Melanie Hilliard, Senior Marketing Consultant at ClarityQuest (@CQmarketing) says, With much of the world living under some level of shelter in place guidelines due to the COVID-19 pandemic, chances are some of the trade shows you usually attend have been canceled. For years, B2B marketers have depended on in-person trade shows to build brand awareness, generate new leads, and connect with current and potential clients, customers, and partners. Nothing like a global pandemic to get the creative juices flowing. Marketers, it’s time to make lemonade with this once in a lifetime supply of lemons and redistribute your trade show budget.

Matter Communications
An At-Home Guide to Content Creation Part V: 5 Tips for Launching Your First Podcast – Gabe Gerzon, Senior Video Producer for Matter Communications (@MatterComm) writes, As unsteady as this current moment in marketing may be, it presents a unique opportunity to connect with your audience in ways that are new and novel. Podcasts aren’t just for celebrities, comedians and solo entrepreneurs anymore – and haven’t been for some time. No matter your industry or size, podcasts can help position your company as a thought leader and are proven to boost brand awareness, affinity, SEO, favorability and purchase intent. And with every day that passes, the chances your competition has launched one increase.

And check out Part VI – An At-Home Guide to Content Creation Part VI: Embrace the Power of UGC

Agency News

MERGE Earns Sitecore Platinum Partner Status
MERGE (@weareMERGE), a premium creative, marketing and technology company, announced that it is a Sitecore Platinum Implementation Partner. This designation recognizes the company’s strategic alignment with Sitecore and its proven ability to deliver complex, end-to-end enterprise solutions that enable brands to transform digital experiences.

Amendola Communications Advises How to Break Through the COVID-19 News Cycle
The global COVID-19 pandemic continues to dominate almost the entire news cycle. And with good cause, given its devastating impact on every aspect of our lives. Still, it poses challenges to break through, compounded by mass furloughs in the media of reporters, producers and other staff. That makes it harder to get messages out about any topic, especially those unrelated to COVID-19. To navigate this difficult news environment, Amendola Communications (@AmendolaComm), a national public relations, marketing and social media agency, offers several key suggestions.

Agency Ten22 Named Honorable Mention Recipient In Prestigious Ragan Pr Daily Awards For MRO-Porter Research Campaign
Agency Ten22 (@AgencyTen22), a full-service, healthcare IT public relations and digital marketing services firm has been named an honorable mention recipient in Ragan’s PR Daily Awards in the PR or Media Relations category for its MRO-Porter Research campaign. Ragan’s PR Daily Awards celebrates the teams, organizations and consultants who have redefined the field with their groundbreaking work. As an honorable mention recipient in the program, Agency Ten22 joins an elite group of past recipients, including BMW, Microsoft, New York Power Authority, Monster, M&M’s and Activision.

Marketing Hires

Experity Augments Leadership Team with New Senior Vice President of Marketing
Experity (@ExperityHealth), the electronic medical records (EMR) and practice management (PM) platform in the urgent care space, announced it has named Callan Young its newest senior vice president of marketing. Young’s role involves driving Experity’s strategic marketing and growth plan. She will lead in defining the company brand, continuing the evolution of the value it brings to its customers, and accelerating Experity’s growth plans and overall success.

Matter West Continues Steady Growth with Leadership Appointments and Client Additions
Matter Communications (@MatterComm) — a Brand Elevation Agency specializing in PR, social media, creative services and digital marketing — has continued its momentum across Matter West in Boulder, CO and Portland, OR. The diverse group of professionals between the two offices work with clients located throughout the region including San Francisco and Silicon Valley, CA. Matter West’s momentum is highlighted by leadership promotions, an office expansion and key new client additions, including Jama Software, Hazelcast, Act-On Software and Virsec.