October 2023 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

ICYMI – On this episode of What’s My Tagline? listen in as I chat with Kat McDavitt, President and Founder of Innsena, a consulting firm focused on the market growth and success of healthcare technology companies and community-based organizations. Kat brings a truly incredible level of energy and commitment to everything she does, whether it’s building a work culture requiring staff to devote time to passion projects or starting her own passion project, the Zorya Foundation, which supports the professional advancement of women in healthcare.

To Read

8 Content Marketing Buzzwords To Nix Once And For All – Jeff Keleher, Writer & Editor at Brafton (@Brafton) writes, If there’s one thing marketers have in common, it’s that they are inundated with content marketing buzzwords. We hear them daily in blog posts, meetings, webinars and just about anywhere else that the finer points of marketing are discussed. We all have personal favorites – crutches, really – to go along with our pet peeves.

Amendola Communications
Why Angry Arnold Should Handle Your Crisis PR – Jim Sweeney, Senior Account and Content Director at Amendola Communications (@AmendolaComm) says, When looking for a company to illustrate bad PR, United Airlines is an easy choice. From 2009’s lesson in the power of viral video (“United Breaks Guitars”) to suffocating puppies, United can be counted upon to do the wrong thing and then make it worse through horrible PR. Perhaps its worst blunder came in 2017 when a bloodied passenger refused to be bumped and was dragged off a flight.

The Do’s and Don’ts of Tech PR in Q4 – Melissa Anthony at anthonyBarnum (@anthonyBarnumPR) writes, With summer coming to a close, tech companies are ramping up to finish the year strong. Q4 expectations and an eye toward performance for Q1 usher in the busiest possible time of the year for many marketing executives. Amped-up campaigns, an intense focus on sales, and the need for highly engaging content are all priorities.

KNB Communications
Refining your healthcare or life sciences messaging quickly: a guide for when time is of the essence – Beth Cooper, VP of Marketing + Sales at KNB Communications (@KNBComm) says, We’ve all been there: a product launch is imminent, a key conference is around the corner, or there’s an unexpected development in the field, and suddenly, there’s an urgent need to refine your messaging. While the gold standard would be to commission an extensive primary research study, sometimes time (and budget) just isn’t on our side. But fear not! Quick refinements don’t mean compromising on quality or effectiveness. By tapping into existing resources and being strategic with the information at hand, you can hone your messaging swiftly. Whether you’re a seasoned healthcare communications pro or a life sciences marketing maven, here’s how you can make swift yet effective refinements.

Essentials to Drive Marketing Performance in 2024 – Kellie Bliss, EVP Client Service, Health & Wellness Practice Leader at MERGE (@weareMERGE) writes, With decades of combined experience in healthcare marketing, the experts at MERGE not only understand the unique challenges that healthcare organizations face everyday, but can anticipate market forces that will create new opportunities in the future.

Push vs. pull marketing strategy for health IT brands – Brian Shilling, Executive VP of Client Operations at ClarityQuest (@CQmarketing) says, You may not realize it, but push and pull marketing is part of your everyday life. Every time you click on an article in an email newsletter, you have been pushed toward the brand’s content. Every time you like a brand’s organic post on social media, you’ve been pulled into engaging with them.

Where is B2B Healthcare Marketing Innovation Happening? – Colin Hung (@Colin_Hung) – AI is the innovation that everyone is talking about in B2B healthcare marketing – and rightfully so. It is upending processes and allowing for new forms of creativity. But a hidden innovation that is slowly gaining ground in the B2B world is influencer marketing. Whenever people talk about innovations in marketing, they are usually referring to business-to-consumer (B2C) marketing. B2B marketing is rarely discussed. However, there are many exciting innovations happening in the B2B healthcare marketing – like the use of AI for ideation as well as content creation and the beginnings of B2B influencer marketing strategies (hopefully).

Matter Communications
Media on the Move: September 2023 – The Matter Team (@MatterComm)  writes, Like the season’s falling leaves, the media moves have been piling up. From top-tier outlets like ABC News and FOX News, and throughout industries including fashion, entertainment, business and culture, our PR pros are sharing some of September’s biggest moves from reporters, editors and more.

Agency News

FINN Partners

Studio North

Marketing Hire & Now Hiring

Aria Marketing

Studio North

Events and Communites

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.


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.

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