July 2023 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 I sit down with Chris Slocumb, President and Founder of Clarity Quest. Writing a book and getting it published. A huge endeavor and a big accomplishment when completed. We chat about her new book, Stop Starvation Marketing, coming out this Fall, the recent acquisition of her award-winning firm, and what’s the next chapter in her life. Take a listen!

To Read

Your Guide to a Great Health Care Content Strategy in 2023 – Ashlee Sierra, Senior Writer and Editor at Brafton (@Brafton) writes, Every content marketer wants to believe their work is life-changing. However, only some of us can say it without a doubt. I’m not talking about the geniuses who came up with classic campaign slogans that get stuck in your head or transcend to meme status. Nope — I’m putting this spotlight on health care content marketing. After all, it literally helps save lives. Here’s your guide to building a great health care content strategy — one that might just change someone’s world.

Amendola Communications
Writing For Humans And Search Engines Like Google Is Not Mutually Exclusive – Mardi Larson, Senior Account Director for Amendola Communications (@AmendolaComm) says, When I served as Content Marketing Director for a telehealth startup, I learned a lot. Mostly, I discovered it’s possible to write great content for people’s enjoyment, education, and readability, while also writing for search engines like Google. This was during the pandemic, and telehealth was taking off in a big way as a crucial and safe solution for patients to connect with their providers.

KNB Communications
5 steps for running a healthcare tech marketing research focus group – Beth Cooper, Vice President of Marketing + Sales Healthcare PR at KNB Communications (@KNBComm) writes, In today’s competitive healthcare tech landscape, understanding your target audience is key to success. One of the most effective ways to gain these insights is through marketing research focus groups. These discussions can reveal valuable information about user preferences, needs, and pain points. However, to obtain useful and reliable data, you need to conduct your focus group effectively. Here are the steps, from the experts:

Clarity Quest
Trends in the digital transformation of healthcare from a marketer’s perspective – Melanie Hilliard, Account Director and Content Lead at Clarity Quest (@CQmarketing) says, Recently I had the opportunity to hear from digital leaders from the likes of Amazon, Mayo Clinic, HCA Healthcare, VillageMD, and many others during the Modern Healthcare Digital Health Transformation Summit. While the speakers offered lessons learned and best practices for increasing patient engagement, improving clinician adoption, and demonstrating better health outcomes, I was listening with my marketing hat on.

Sage Growth Partners
How Healthcare Technologies and Services Providers Thrive in a Competitive Market – In a recent survey, Sage Growth Partners (@SGPHealth) found that most organizations are struggling with commercial growth, which may be why nearly three quarters consider gaining new customers a top priority in 2023. Sustainable growth is challenging, especially in today’s market where a variety of market forces are clashing to impede success. Customers are navigating a crowded vendor market in the face of inflation, workforce shortages, and regulatory burdens.

Agency News

Matter Adds Three Cybersecurity Brands to Growing Portfolio
Matter Communications (@MatterComm) announced the continued momentum of its cybersecurity client portfolio highlighted by significant additions from across the security spectrum. Working with Matter to develop and execute multi-faceted PR programs that maximize awareness, media coverage, executive visibility, category creation and more, the agency’s newest cybersecurity client partners include: Acalvio Technologies, the leader in cyber deception technology; Cymulate, the leader in cybersecurity risk validation and exposure management; SANS Institute, the world-renowned provider of cybersecurity training and certification.

Clarity Quest acquired by Supreme Optimization: World’s first full-stack marketing agency for B2B life sciences and healthcare technology is here
After nearly twenty-three years of helping companies grow their brands, Chris Slocumb is excited to announce the next growth chapter for Clarity Quest (@CQmarketing). With the backing of Trinity Hunt Partners, a growth-oriented private equity firm, they are joining forces with Supreme Optimization, the leading life sciences-focused digital agency.

Avalon Healthcare Solutions Selects Amendola for Strategic PR Services
Amendola (@AmendolaComm)  announced that Avalon Healthcare Solutions, a provider of technology-enabled laboratory benefit management and lab insights solutions, has chosen the firm to amplify client successes, thought leadership, and industry best practices.

Marketing Hires & Now Hiring

FINN Partners Promotes John Bianchi to Partner, New York Health
Global independent marketing and communications firm FINN Partners (@FINNPartners) announced the promotion of John Bianchi to Partner, head of editorial services for the FINN Health Practice. The promotion recognizes Bianchi for his leadership and contributions to the FINN Health Editorial Services team, responsible for providing strategic guidance and high-quality content to support clients’ reputations, thought leadership, and brand-related communications.



When: Tuesdays, 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.


Merritt Group
2023 Healthcare Technology Marketing Guide: Marketing and Selling to the Health System CIO – Technology buyers and decision-makers at health systems and hospitals are craving vendor partners that not only bring a trusted solution, but truly understand their unique, critical challenges. They are bombarded daily by vendors aggressively selling their products, and by administration and medical staff who have dire technology needs to better serve patients. How can marketers not just break through to this audience but create long lasting customer engagements? The answer: by deeply understanding where and how they prefer to learn about new technologies, what they want from a vendor, and what influences their buying decisions.

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.