January 2022 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 Jasmine Gee, VP of Marketing at Arcadia.io about the idea that marketing can save lives. Jasmine hails from Boston and she’s as passionate about the use of data and analytics to motivate patient behavior as she is about her Red Sox team.

To Read

10 of the Most Innovative Marketing Strategies (Infographic) – Dominick Sorrentino, Brand & Product Manager at Brafton (@Brafton) says, Every now and then we come across a marketing campaign that transcends the trade and errs on the side of, dare we say, art. Much like a musician who defies genre, marketers have been known to push the boundaries of what they can achieve with messaging. We’ve got 10 examples, in fact:

Six 5-minute Marketing Projects to Kickstart 2022 – By Colin Hung (@Colin_Hung) – It is tempting to begin a new year by starting big projects that will have a big marketing impact. Resist the urge. Instead, aim for small wins to kickstart your year and use those wins to build momentum for your bigger projects. Here are 6 mini marketing projects that will help put some wind in your sails. Each should only take you 5 minutes to complete. You’ll feel energized and ready to tackle your big 2022 initiatives.

Aria Marketing
2022 Healthcare Predictions – Scott Collins, President of Aria Marketing (@AriaMarketing) writes, Envisioning what the healthcare industry may hold for us in 2022 feels like a daunting task. There are so many forces at work – mostly pandemic-related – that it can seem like a very uncertain future. While there will be plenty of surprises, I’m sure, I think we have a lot of strong evidence for a few trends that are really taking hold which we can expect to continue in the new year.

Clarity Quest
Should medical devices companies market products to doctors, patients, or both? – Tom Bonaventura, Account Director at Clarity Quest Marketing (@CQmarketing) says, The average American spends about $400 on each medical device they use, so the decision to market solely to HCPs, patients/consumers, or both is a common issue medical device marketers face. While patients are more engaged than ever before, doctors still significantly influence their medical decisions. Gaining the respect and trust of a doctor can go a long way with patients/consumers, but the relationship goes both ways.

Amendola Communications
Why Thought Leadership Matters In Healthcare – Jack O’Brien, Content and Account Director at Amendola Communications (@AmendolaComm) writes, To be successful in business, you have to come up with a viable idea, develop it, bring it to market, and sell it to customers. That may be an oversimplified version of the formula but the basic principles are there: craft a product or service and then spend most of your time selling it far and wide. As with so many things in healthcare, this process is more complicated than usual. Caring for patients is always the top priority but then there are also so many different stakeholders and revenue streams that muddle how a company should explore expansion.

Matter Communications
Why Every Marketing Strategy Should Start With An Audit – Isabelle Wigon & Sara Roberts at Matter Communications (@MatterComm) write – Before you go to the grocery store, you check your fridge to make sure you don’t wind up with four cartons of eggs – again. When you build a marketing plan for your brand, you’re going to want to conduct an audit. Brand audits are the fridge-checks of marketing.

KNB Communications
5 Must-Know Terms for Healthcare Marketers – Aisling Gigandet at KNB Communications (@KNBComm) says, In the healthtech marketing industry, there are dozens of terms that professionals and their client counterparts rely on to communicate goals, strategies, and ideas. With the influx of digital innovation in healthcare, new terms seem to emerge daily. Here are 5 essential terms for any healthtech marketer.

Agency News

Patient Movement Technology Pioneer Motient Enlists Amendola for Strategic PR and Media Relations Services
Amendola Communications (@AmendolaComm)  announced that Motient, a pioneer in patient movement solutions, has engaged the agency to manage PR, media relations, thought leadership, and social media initiatives. Motient equips hospitals, hospital systems, healthcare networks, and ACOs with the tools and data required to ensure quality care and value in patient transfers.

FINN Partners Adds Pharmacy Podcast Network, Expanding Omni-Channel Communications Approach That Strengthens Client Ties to Influential Health Audiences
FINN Partners (@FINNPartners) announced that starting December 1st, the Pharmacy Podcast Network (PPN) – a news organization known for hosting and distribution of content that reaches 100,000+ in the pharmacy community – will join the agency.

Agency Ten22/FINN Partners

Marketing Hires & Now Hiring

Matter Communications

FINN Partners Appoints Sabrina Guttman to Lead Fast-Growing Global Tech Practice
FINN Partners (@FINNPartners) announced that it has hired Sabrina Guttman to lead its Global Technology Practice. She will report to company CEO, Peter Finn. Guttman brings more than two decades of tech communications leadership to the role, and she joins on the heels of significant business growth, as well as strategic moves by FINN to strengthen its position as one of the world’s top independent tech agencies.


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.


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.