Health IT Marketing and PR Community (#HITMC) Featured on What’s My Tagline

Carol Flagg from Answers Media Network recently launched a new show on her popular HealthcareNOW Radio channel called What’s My Tagline. The new show is focused on healthcare marketing and healthcare social media influencers and so I was happy to be a guest on this new show.

Carol and I cover a wide variety of topics including how Healthcare Scene got started, what prompted us to create the Health IT Marketing and PR Conference, the value of social media, and the newly launched Health IT Expo.

You can listen to the full interview embedded below:

It was great being able to sit down with Carol Flagg and talk about the HITMC community. She was at the first Health IT Marketing Conference and Answers Media Network has sponsored the last two conferences.

We’d love to hear your thoughts on social media and influencers. Do you agree with what we talked about in the interview embedded above? Is social media valuable to your organization? How do you leverage influencers in your marketing efforts?

Healthcare Marketing and PR Budgeting – #HITMC Twitter Chat Topics

Healthcare Marketing and PR Budgeting

This month’s #HITMC Twitter chat is hosted by Colin Hung from @HealthcareScene.

It’s healthcare marketing and PR budget season. We all know how fun it is to plan a budget, justify the budget to your executive team, and select what stays in the budget and what gets cut. Let’s share our insights into the budgeting process. What tips do you have that have helped you? We can all learn and commiserate together.

Please join me Tuesday, November 7th at Noon ET (9AM PT) for the monthly #HITMC TweetChat where we will be discussing the following topics:

T1. What do you have to do to make your marketing budget understandable for non-marketing execs? Who do you have to convince? #HITMC

T2. What % of revenue does your company dedicate to Marketing? What should it be? #HITMC

T3. Where are you spending more/less next year? Are you experimenting with something new? #HITMC

T4. What criteria do you use to decide whether to fund a program/conference/campaign/etc? #HITMC

T5. How do you incorporate flexibility into your budget? #HITMC

BONUS: What’s the funniest question you have gotten on your budget? Any ridiculous items on your budget? #HITMC

Just hop on Twitter and search for #HITMC on Tuesday, November 7th at Noon ET (9AM PT) and you can join in.  We look forward to seeing you online!

Webinars or No Webinars – #HITMC Twitter Chat Topics

Webinars or No Webinars – Which Path Is the Right One for You

This month’s #HITMC Twitter chat is hosted by Lea Chatham, Director of Content Marketing at SolutionReach.

It seems like almost everyone does webinars now as part of their content marketing. There are even annual reports about webinar best practices and success metrics. If you aren’t doing webinars, how do you know if you should do webinars? And if you are doing webinars, how do you know if you are doing it right? If you’ve been asking either of these questions then this #HITMC chat is for you. Let’s talk about when webinars are the right path and how to make the road smooth so you can reach your goals.

Please join me Tuesday, October 3rd at Noon ET (9AM PT) for the monthly #HITMC TweetChat where we will be discussing the following topics:

T1. Are webinars always the right fit for content marketing?

T2. How do you know if you should add webinars to your marketing repertoire?

T3. Which is more effective – hosting your own webinars or being featured on someone else’s established webinar series?

T4. What makes a webinar successful? What best practices have you seen?

T5. What webinar metrics should be monitored and tracked to determine success?

BONUS What was the best webinar you ever attended and why?

Just hop on Twitter and search for #HITMC on Tuesday, October 3rd at Noon ET (9AM PT) and you can join in.  We look forward to seeing you online!

 

Healthcare IT Marketing and PR Community Local Meetups this Fall 2017

Last fall we did a massive tour across the country doing a wide variety of local meetups (I believe 10 in total). It was an incredible experience to have a casual meetup with so many members of the HITMC (Health IT Marketing and PR Community) community including many who weren’t able to make it to the Health IT Marketing and PR Annual conference.

While we won’t be traveling quite as much this year, we are still excited to announce a number of HITMC Meetups that will be happening across the country this fall. Many of the events will coincide with other Healthcare IT conferences, so we’ll hopefully get a good mix of locals and HITMC members from around the country attending the meetups.

Plus, for the events we’ve already scheduled dotHealth has gotten on board to sponsor the local meetups and provide everyone who attends free drinks. Thanks dotHealth!

Here are the local meetups we have on the schedule so far:

Orlando – Monday, 9/25 – 5:30 PM ET
(During the SHSMD Conference)
High Velocity Sports Bar in the Marriott
8701 World Center Drive, Orlando, FL 32821
Register for the Orlando HITMC Meetup

Anaheim (Southern California) – Monday, 10/9 – 7:00 PM PT
(During the MGMA Annual Conference and AHIMA Annual Convention)
McFadden’s Anaheim
400 Disney Way, Anaheim, CA 92802
Register for the Anaheim (So Cal) HITMC Meetup

About Our Meetup Sponsor – dotHealth

dotHealth is the organization behind the launch of the .health domain extension. Just as education has .edu and organizations have .org, now the health industry has .health. .health domains are for brands, organizations, and people advancing health! Interested in learning more? Connect with a dotHealth team member at the upcoming HITMC meet up or reach out at hello@get.health!

If you’re in San Antonio or New York City, we’re considering Fall meetups there as well.  Let us know if you’re interested and we’ll be sure to send out more details.

See everyone at these local meetups and please share them with your friends and colleagues that might be interested in being part of the Health IT Marketing and PR community.

Healthcare Tradeshow Marketing and PR Twitter Chat Summary

We’re a little slow in getting this posted, but this month’s #HITMC Twitter chat on Healthcare Tradeshow Marketing and PR was too good. Plus, the great people at KNB Communications put together this nice slideshow summary of the Twitter chat. I thought it was a great way to capture some of the insights offered during the #HITMC chat.

See what I mean below (I suggest clicking to make it full screen):

In case you want to dive into the topic of healthcare tradeshow marketing in more detail, you can read through the full #HITMC Twitter chat transcript here.

Note: KNB Communications is a sponsor of the Health IT Marketing and PR Conference.

Healthcare Tradeshow Marketing and PR – #HITMC Twitter Chat Topics

This month’s #HITMC Twitter chat is hosted by Colin Hung.

Can you believe it’s already August? Where has the year gone?

For me, August has always been “prep & planning month”. It is the last month of calm before the craziness of the fall conference season hits. Symplur is already tracking 182 healthcare conferences scheduled between September 1st and October 31st of this year. That’s about 4 conferences for each business day over those two months! (Note: You might find Healthcare Scene’s take on some of the top Healthcare IT Conferences useful)

If you assume that on average there are 20 exhibitors at each conference and that the cost to exhibit is approximately $10,000 (exhibit fee, travel, accommodations, marketing materials, etc) that means $36.4M will be spent conferences this fall. The actual number is likely much higher, especially when you consider that one of the fall conferences is the mega-sized RSNA (with over 2,000 exhibitors filling the entire McCormick Center in Chicago IL) and that Symplur does not track every single healthcare conference that is happening.

With this amount of spending, it is clear that conferences are still an important part of the marketing mix for healthcare vendors. But should they be? It is well documented that email marketing, content marketing and SEO/SEM have much lower cost of acquisition compared with conferences, so should marketers not be investing more in these channels? Is this already happening with fewer and fewer new companies exhibiting?

Over the past couple of years, I have noticed a growing trend of companies attending conferences rather than exhibiting at them. When I ask, it seems there are two primary reasons driving this choice. First, is cost. Attending a conference means no booth costs (shipping, setup, staffing, giveaways) which can be as much as 50% of the cost of a conference. Second is ease of networking. At most conferences, exhibitors get a special colored badge. Unfortunately, when attendees see someone approaching with a badge of that color, they usually run the other way out of fear of getting a sales pitch. Many company representatives find it much easier to have conversations when you are seen as a fellow attendee.

On this month’s #HITMC tweetchat we will be discussing healthcare tradeshows and conferences. Are they still worth it? Is it better to go as an attendee?  When does it make since to sponsor and exhibit? How can marketers get more value from conferences?

Join us Tuesday, August 8th at Noon ET (9AM PT) for the hour-long TweetChat.  These questions will serve as the framework for the chat.

T1. Do you think healthcare conferences still hold value as a marketing investment?

T2. Exhibit Hall? or Attendee only? Which offers the better return for each dollar invested?

T3. What tactics have you used to increase the value of attending/exhibiting at healthcare conferences?

T4. What is the worst mistake you have seen an exhibitor make at a healthcare conference?

T5. As an attendee, what, if anything, would attract you to a vendor’s booth? What would turn you away?

BONUS What is the best and worst giveaway that you have seen at a healthcare conference?

Just hop on Twitter and search for #HITMC on Tuesday, August 8th at Noon ET (9AM PT) and you can join in.  We look forward to connecting with you and hearing your thoughts on this important subject!

Here’s a look at the upcoming schedule of Healthcare IT Marketing and PR Community Twitter Chats:

10/3 – Webinars or No Webinars – Which Path Is the Right One for You
Hosted by Lea Chatham (@LeaChatham)

Choosing the Best CMS for Healthcare Marketers

The following is a guest blog post by Eric Martin, Vice President of Web Solutions at Influence Health.

As healthcare provider organizations quickly transition to more retail-like businesses, marketing leaders are under pressure to create seamless, personalized multichannel consumer experiences – spanning responsive websites, mobile apps, social channels and other digital touchpoints. To achieve this, marketers need to be honest in their assessment of the capabilities of their current content management system.

Traditional web content management systems (WCMS) lack intelligent solutions for sharing content across channels and devices, limit design choices and make it difficult for marketers to tailor their messages to individual consumer preferences. Contemporary decoupled content management systems, on the other hand, allow content to be created, stored and managed in a dedicated environment, independent of where it may ultimately be published. This creates unlimited design freedom, while standards-based APIs make it easy to integrate the CMS with other marketing systems.

In order to completely own the front-end presentation and consumer experience that today’s healthcare landscape demands, healthcare marketers need to pursue a decoupled CMS solution that provides their teams with the following five must haves.

  1. CONTENT MANAGEMENT AND PUBLISHING

The first step in evaluating a CMS platform is to ensure marketers and content editors find the solution’s content authoring, editing and publishing interface intuitive, helpful and highly efficient. If non-technical users can’t create and publish original content independently, in minutes without HTML, marketing leaders should move on. An elegant inline editing feature to help users visualize how content appears in the mobile or desktop environment should also be included. Finally, marketers should be able to create custom content approval and publishing workflows that go through the stages of ideation, authoring, editing and publishing very rapidly, without any IT intervention, to a variety of devices and channels including web, mobile apps, and digital displays.

  1. DIGITAL QUALITY MANAGEMENT

In today’s dynamic digital environment, content is being displayed and published to more devices and across more systems than ever before. In fact, every minute Google receives over 4 million search queries, blog writers publish 1,400 new posts and Facebook users share over 2.4 million pieces of content. This puts healthcare marketers under huge pressure to produce more and more content to a consistently high standard. Therefore, they need a system that automates key content governance processes, making identifying and fixing errors and inconsistencies simple for content authors and editors.

When vetting a solution, marketing leaders should ask if validation rules and tooltips are built directly into the authoring experience. This ensures content is compliant with standards such as the Web Content Accessibility Guidelines (WCAG) and Section 508 accessibility requirements, as well as SEO and mobile best practices and the organization’s own brand standards. Strong preference should be given to a system that notifies users of misspelled words, broken links, or forbidden terms, before and after the content is published. By ensuring that these post-publishing auditing capabilities and workflow tools are included in the digital quality management system, users can identify and correct errors and quickly find instances of outdated content that need to be updated or removed.

  1. DIGITAL ASSET MANAGEMENT

As digital marketing teams work feverishly to feed each consumer’s ravenous appetite for digital content, a CMS solution with an integrated Digital Asset Management is now a necessity. This ‘must have’ helps teams maintain brand consistency by streamlining
and simplifying the way they manage digital assets in a central, secure way across the enterprise. This feature should track and organize digital assets with native platform integration to best-of-breed data and content sources where image files, audio and video are stored. It should also allow users to filter and classify digital assets by tagging attributes such as file type and meta-data tags (e.g. “Ortho photos”) or by creating named collections (e.g. “Oct. 16 breast cancer awareness campaign”). Further, based on their permissions, teams should be able to browse, search, move and manipulate assets across the entire digital experience portfolio from a single interface – eliminating asset redundancy.

  1. HEALTHCARE CONTENT AND INTERACTIONS

Great digital experiences enable consumers to quickly find information related to products and services and make it easy for them to complete their desired transaction. In healthcare, that means finding a physician that matches exact criteria, scheduling an appointment, getting driving directions or a phone number for a preferred location, registering for classes or events, applying for a clinical trial, and so on, easily! If not, today’s consumers are just as likely to switch providers as they are hotels.

Healthcare marketers therefore, need to seek a CMS solution that contains a robust set of healthcare-specific applications that will allow these user experience requirements to be fulfilled without expensive, time-consuming custom development. They should also ensure these solutions integrate with third-party data sources, such as physician credentialing systems and contact center applications, and are built to allow marketers, not developers, to modify the front-end presentation.

  1. DASHBOARDS AND ANALYTICS

Subtle adjustments to an organization’s content and conversion strategy can make all the difference in marketing performance. Healthcare organizations need to implement a CMS platform that displays key analytics in the same interface where their users manage content, to ensure that important insights are always front and center. They should also confirm that a solution integrates with all major analytics platforms and allows their team members to measure site traffic, A/B test results and social engagement in real-time. Further, dashboards, reports and widgets need to be fully customizable to meet each team member’s unique needs.

Ultimately, by selecting a decoupled content management system designed for healthcare, marketers are equipped with the ability to test new campaign ideas, experiment with new delivery methods such as mobile, and nimbly respond to changes and challenges in the marketplace without requiring IT handholding at each step.

Patient Marketing – #HITMC Twitter Chat Topics

It’s time for our next Healthcare IT Marketing and PR Community (HITMC) Twitter chat. The chat will be held on Tuesday, June 27, 2017, at Noon ET (9 AM PT)! To participate, use the #HITMC hashtag to follow along on Twitter and add #HITMC to your tweets to add to the conversation.

While all of our past #HITMC Twitter chats have been around some form of healthcare B2B marketing and PR, we decided for this month’s chat to expand our horizons a bit and talk about patient marketing. Dare we say, healthcare B2C marketing?

We’ve always had a number of members of the community from the healthcare B2C marketing world that were focused on marketing to patients. Many of them came from hospital marketing groups and they provided some amazing perspectives and insights into healthcare marketing. It seemed like time to really welcome the healthcare B2C (patient) marketing crowd to the community by hosting a Twitter chat focused on marketing to patients.

Join us on Tuesday, June 27, 2017, at Noon ET (9 AM PT) for the hour long Twitter chat. Here are the topics that will serve as the framework for our discussion:

T1. What are the keys to effective patient marketing? #HITMC

T2. How is marketing to patients (B2C) different than B2B healthcare marketing? #HITMC

T3. What are some examples of amazing patient marketing? #HITMC

T4. What should you never do when marketing to patients? #HITMC

T5. Should we include more B2C patient marketing at the #HITMC 2018 conference?

BONUS. When was the last time you were marketed to as a patient? Did you love it or hate it? #HITMC

We look forward to connecting with you!

Here’s a look at the upcoming schedule of Healthcare IT Marketing and PR Community Twitter Chats:

8/8 – Tradeshow Marketing and PR
Hosted by Colin Hung (@Colin_Hung)

9/5 – TBD
TBD

10/3 – TBD
TBD

Summer #HITMC Chat Schedule

Summer is always a busy time for the #HITMC community, so we change up the schedule of our regular Healthcare IT Marketing and PR Community (HITMC) Twitter chats. This summer we’ll be holding the following two Health IT Marketing and PR Community Twitter chats:

6/27 – Noon ET (9 AM PT) – Patient Marketing

8/8 – Noon ET (9 AM PT) – TBD

Check back about a week before the #HITMC Twitter chats to find the detailed questions and topics.  We hope you’ll all put this on your calendar to attend both #HITMC chats this summer.

Until then, be sure to share ideas, ask questions, get advice, etc on the #HITMC hashtag on Twitter and the HITMC Community on LinkedIn.

A Little HITMC Workshop – #HITMC Twitter Chat Topics

It’s time for our next Healthcare IT Marketing and PR Community (HITMC) Twitter chat. The chat will be held on Tuesday, May 2, 2017, at Noon ET (9 AM PT)! To participate, use the #HITMC hashtag to follow along on Twitter and add #HITMC to your tweets to add to the conversation.

On this chat, StudioNorth will lead the discussion on a wide variety of healthcare IT marketing and PR topics.  There’s a little bit for everyone and a number of unique takes on a Twitter chat that we’ve never seen before.  It should be a great time to interact with your fellow HITMC community members and spend time thinking about your own healthcare marketing and PR efforts.

Here are the topics that will serve as the framework for our discussion:

T1. What were your #HITMC-ahas? (Truths that changed you, the way you think or what you do.) #HITMC?

T2. What rising expectations are you seeing from patients/providers in your world? #HITMC

T3. WORKSHOP TIME: What is your company’s offer? Now, tell it from the provider’s point of view. Then the patient’s. #HITMC

T4. No BS. What do we need to eliminate from our marketing strategies? #HITMC

T5. What is valuable about the #HITMC community for you? #HITMC

BONUS. What should be the next #HITMC parody song?

We look forward to connecting with you!

Here’s a look at the upcoming schedule of Healthcare IT Marketing and PR Community Twitter Chats:

6/27 – TBD
TBD

8/8 – TBD
TBD

Welcome to HITMC!

We're glad you found the Healthcare IT Marketing and PR Community (or as we affectionately call it...HITMC). This blog is a place for healthcare IT marketing and PR professionals to come together and share their insights, skills, expertise with other people trying to make healthcare better through the use of technology. This blog grew out of the Healthcare IT Marketing and PR Conference which is held annually. We look forward to connecting and learning from you. Please feel free to reach out to us on our contact us page if you have any questions.

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