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
ICYMI – On this lively episode, I welcome back Adam Turinas, founder of Health Launchpad and host of The Healthtech Marketing Show. Adam shares the story behind his AI Quick Takes segment—particularly the episode Model Mania: Navigating the New AI Landscape, which likens today’s race among AI leaders to the 1990s browser wars. He explains how major players like OpenAI, Google, Anthropic, and Meta are locked in a fierce market “land grab” and discusses how marketers can navigate this expanding AI ecosystem and prepare for the next wave—the emerging “AI browser war” fueled by tools like ChatGPT Atlas and Perplexity Comet. The episode concludes with Adam talking about his firm’s new initiative, the HLP BrAIn, a centralized repository of expertise and insights into healthcare buyers. Learn more about this initiative.
To Read
anthonyBarnum
PR in 2026: The Scalable Growth Lever for Tech Marketers – Melissa Anthony, Founder & CEO of anthonyBarnum says, The 2026 tech economy is projected to exceed $6 trillion in worldwide IT spending, fueled by massive investments in AI infrastructure, software, and services. For tech marketers, this represents intense competition and unprecedented opportunity. To lead, marketing executives need PR programs that generate rapid ROI, driving differentiation, qualified leads, and lasting market authority.
Swaay.Health
Rethinking Social Media: What Healthcare Brands Get Wrong About Trust – Colin Hung writes, Social media strategy too often translates to a spreadsheet of scheduled posts and performance metrics. Visibility is no longer the right goal for B2B companies using social media. The real power of social media isn’t leads or likes, but trust earned through one-on-one interactions repeated over time.
Brafton
4 Marketing Planning Mistakes To Avoid in Your 2026 Strategy – Molly Ploe, AVP of Marketing at Brafton says, Every year, marketing teams pour months of effort into developing annual strategies, and every year, marketers approach the end of the year realizing they missed at least some of their intended goals. Why? In most cases, it’s not a shortage of talent or budget but a handful of preventable missteps that quietly undercut progress.
StudioNorth
HLTH 2025: What healthcare marketers need to know about the AI-driven care shift – Lorraine McMeekin, Senior Director, Strategy – Healthcare at StudioNorth writes, HLTH 2025 made one thing clear: healthcare has officially moved from theory to traction. For marketers, that means your stories, strategies, and evidence frameworks must align with how healthcare is now delivered, experienced, and measured.
Matter Communications
Do Year-End Prediction Pitches Still Deliver? – Collen Bennis at Matter Communications says, The end of the year marks a natural time of reflection. Born from that desire to recap the past 365 days and understand what might come next, industry predictions have become almost as commonplace as New Year’s Resolutions. Come Q4, reporters, analysts, talking heads and more release their takes on the future of their chosen sectors – from retail to cybersecurity to HR tech to supply chain – oftentimes seeking input from subject matter experts to fortify their stories.
Amendola Communications
HLTH 2025: Innovation Becomes Personal, Practical, and Purpose-Driven – Takeaways from the A-Team at Amendola Communications – The HLTH USA 2025 conference in Las Vegas had all the usual hallmarks of a can’t-miss industry event: packed sessions, endless demos, crushed step goals, and maybe one too many lattes. Yet this year’s vibe felt different. Despite the excitement, the hype had a restrained quality, the buzzwords were fewer, and the substance was stronger. Across every corner of the show floor, the message was clear: digital health and health-tech are growing up.
Marketing Hires & Now Hiring
IKS Health Appoints New Chief Marketing and Chief Legal and Compliance Officers
IKS Health, a global company in care enablement solutions supporting clinicians, staff, and patients at every step of the care journey, announced the appointment of Kathryn Weismantel as Chief Marketing Officer and Christi Braun as Chief Legal and Compliance Officer.
Hiring for a Market Development Director (Behavioral Health)
Want to join a team working to improve lives for those with physical or behavioral health challenges? @BambooHLTH is hiring! Learn more about life at Bamboo Health and view our openings: https://t.co/7XiyUOXUOc#WeAreBambooHealth #BambooHealthValues pic.twitter.com/Akxy5FeheB
— Bamboo Health (@BambooHLTH) November 14, 2025
More Listening
The Healthtech Marketing Show
Marketing to healthcare is hard. We can all use a little help. Join host Adam Turinas for the Healthtech Marketing Show to learn from the experts. Each episode features an experienced healthcare technology marketing leader, who shares tips, insights, and how to’s on a specific topic. Episodes include B2B marketing, HIT Marketing trends, ABM, brand strategy, digital, and content marketing and more.
Resources
Elevate Your Rare Disease Marketing – MERGE life science industry experts created this guide to provide a new perspective towards three tried-and-true tenets of rare disease marketing. You can expect to learn how modern solutions to age-old challenges can make a real difference for your company and the community.
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.