Cultivating Credibility in Healthcare B2B Marketing – #HITMC Twitter Chat Transcript and Stats

Thanks everyone who participated in this week’s Healthcare IT Marketing and PR Community (#HITMC) Twitter chat covering Cultivating Credibility in Healthcare B2B Marketing. We had a great turnout with 31 participants, 303 tweets, and 1,504,078 impressions. The last number is a vanity metric, but it’s fun to see just the same. A big thank you to Billian for hosting the chat.

Be sure to check out the full list of Healthcare IT Marketing and PR Community chats. We have some great topics coming over the next few months.

If you couldn’t make it to this week’s chat, we have good news. Here’s a link to the transcript of the chat:

Cultivating Credibility in Healthcare B2B Marketing – #HITMC Twitter Chat Topics

We’re excited to share with you the 5 topics we’ll be discussing at our next Healthcare IT Marketing and PR Community (HITMC) Twitter chat. The chat will be held on Tuesday, April 21st at Noon ET (9 AM PT). To participate, follow the #HITMC Twitter stream on your favorite Twitter tool and add #HITMC to all of your tweets.

This chat will focus on Cultivating Credibility in Healthcare B2B Marketing and is hosted by Billian. See more information about our chat host at the bottom of this post.

Now for the 5 topics we’ll be discussing:
1. How does healthcare buyer engagement differ from sales and marketing in other industries?

2. What are effective ways to succinctly present complex healthcare solutions in marketing? (videos, case studies, etc)

3. In your experience, what’s been the single best marketing resource for building trust with healthcare providers?

4. How important is it for companies to quantify solution ROI with hard numbers in marketing collateral?

5. What marketing initiatives offer the best channels for building brand credibility? (blogs, research, testimonials, etc)

About Billian

Billian, Inc. – parent company of Billian’s HealthDATA and Porter Research – is your one-stop shop for B2B healthcare market research.

Billian’s HealthDATA provides you with comprehensive business intelligence on over 1,800,000 executives in more than 550,000 U.S. health facilities, including insight into patient volumes, financial standing, clinical outcomes, HIT installations, affiliations, hospital news and RFPs. The Billian’s HealthDATA Portal couples that sales intelligence with prospect profiling and CRM lead integration technology to help you identify, prioritize and connect with best-fit healthcare buyers. Learn more at www.billianshealthdata.com.

Porter Research leverages 25 years of healthcare executive engagement experience to help you garner the candid feedback you need to make informed business decisions. Client-driven survey, focus group, and interview research programs aimed at your clients and/or target buyers from the Billian’s HealthDATA Portal provide you with actionable insight into health market perceptions, customer experience, and brand assessment to help strengthen your go-to-market strategy. Learn more at www.porterresearch.com

Connect with Billian’s HealthDATA (@Billians) and Porter Research (@PorterResearch) on Twitter, in the Healthcare Intelligence Hub group on LinkedIn, or by signing up for the Hub newsletter.

BillianHMR-1

We hope you’ll be able to join us for the Health IT Marketing and PR community chat. You can see our list of past and future #HITMC chats here.

Five Burning Questions for B2B Companies Using Marketing Automation – #HITMC Twitter Chat Transcript and Stats

Thanks everyone who participated in this week’s Healthcare IT Marketing and PR Community (#HITMC) Twitter chat covering Five Burning Questions for B2B Companies Using Marketing Automation. We had a great turnout with 30 participants, 227 tweets, and 1,037,879 impressions. The last number is a vanity metric, but it’s fun to see just the same. A big thank you to Dodge Communications for hosting the chat.

Be sure to check out the full list of Healthcare IT Marketing and PR Community chats. We have some great topics coming over the next few months.

If you couldn’t make it to this week’s chat, we have good news. Here’s a link to the transcript of the chat:

Five Burning Questions for B2B Companies Using Marketing Automation – #HITMC Twitter Chat Topics

We’re excited to share with you the 5 topics we’ll be discussing at our next Healthcare IT Marketing and PR Community (HITMC) Twitter chat. The chat will be held on Tuesday, April 7th at Noon ET (9 AM PT). To participate, follow the #HITMC Twitter stream on your favorite Twitter tool and add #HITMC to all of your tweets.

This chat will focus on Five Burning Questions for B2B Companies Using Marketing Automation and is hosted by Dodge Communications. See more information about our chat host at the bottom of this post.

Now for the 5 topics we’ll be discussing:
1. What trends are driving the increased adoption of B2B marketing automation platforms? #HITMC

2. What are the benefits of implementing a marketing automation tool to improve your business processes? #HITMC

3. What internal challenges (lack of content, no resources, etc.) are you facing with marketing automation?

4. How have you used marketing automation to support lead generation efforts on your website?

5. Share examples of how you’ve leveraged mktg automation to support other mktg objectives

About Dodge Communications
Dodge Communications is an integrated PR and marketing agency that accelerates the growth of innovative healthcare companies through strengthened brand awareness, enhanced thought leadership and increased demand. Dodge was founded in 2001 with a vision that healthcare companies of all sizes need clear, sustainable messaging platforms; comprehensive communications strategies; expert content development; and creative, ongoing outreach programs in order to become leading suppliers of healthcare products and services. Dodge now has more than 50 employees working with more than 60 clients. Over the last 14 years, Dodge has worked with more than 250 U.S.-based healthcare companies that deliver products and services to hospitals, physician practices, payer organizations and vendors. For more information, visit www.dodgecommunications.com.
Dodge Communications

We hope you’ll be able to join us for the Health IT Marketing and PR community chat. You can see our list of past and future #HITMC chats here.

If you haven’t already registered for the Health IT Marketing and PR Conference, there’s still time (Registration ends 4/7/15). Don’t miss out learning from hundreds of your Healthcare IT Marketing and PR colleagues.

Guest Post: Stephen King’s Bestseller Secret for Marketing Personas

Stephen_Outten_Stephen_King_Bestseller_Secret_for_Marketing_Personas

© Corbis. All Rights Reserved.

The following is a guest blog post by Stephen Outten, content strategy manager for YourCareUniverse and also a speaker at HITMC 2015.

When was the last time you were a reader? Not of Seth Godin or Ad Age—I’m talking Jane Austen or James Patterson.

I bet the last book that hooked you featured a powerful character driving relentlessly toward—or against—a goal: a high-school sweetheart walking slowly down the aisle to the arms of another man or a near-soundless detonator counting down the seconds toward nuclear holocaust.

Powerful characters drive relentlessly toward or against a goal.

Like you, I’ve read my share of binge-worthy and bargain-bin fiction. However, the most important lesson I’ve gleaned from one of the many creative writing workshops I’ve taken can be applied to our day-to-day worlds of healthcare marketing:

A character is someone who wants. – Stephen King

What many of us forget is that, as marketing professionals, we’re also creative writers. Imagining and bringing to life a persona requires a creative process much like writing a fictional character. Sure, there are templates, best practices and feedback from the field, but when you distill writing marketing personas to its core, one simple truth remains:

A persona is someone who wants.

I’m not suggesting you replace the tools you currently use to build personas; rather, start at this core truth as a bestselling writer would, simplifying the motivations of your main character. There’s a popular saying I keep in mind when writing characters:

The opposite of death is desire. – Tennessee Williams

I also try to keep this in mind when I write personas, knowing that to write a persona who doesn’t desire—or who doesn’t have the appropriate desire—is to kill the persona. And perhaps more dangerously, to then endanger future messaging, collateral, campaigns, etc.

To create a sense of the whole character, we used a simple exercise in my favorite creative writing workshop. I’ve modified it here to suit our purposes. The beauty is its simplicity, so you must keep it to one sentence.

PERSONA is an ADJECTIVE NOUN who wants THING.

Example: The Patient Experience Officer is a 45-year-old woman who wants to fundamentally change how patients interact with hospital staff at every encounter.

To see detailed examples of how we used this persona process in multi-channel scenarios to launch our new health consumer site YourCareEverywhere, attend my #HITMC session on Friday, May 8, 2015, from 10:45 to 11:15:

Piercing Personas with Tools from English 101

Arm yourself with fierce competitive advantage by going back to the halls of higher learning—without the tweed elbow patches. A 2013 Emory University study demonstrated that people who read literary fiction benefit from a cognitive boost over people who scan Twitter or only read newspapers. In short, fiction readers have greater empathy and understanding of humanity than other types of readers. This session will combine the principles of this study with modern tools for persona building that will enable attendees to apply Swiss watch craftsmanship in an Apple Watch world.

Cutting Thru Clutter: Healthcare Marketing to the C-Level – #HITMC Twitter Chat Transcript and Stats

Thanks everyone who participated in this week’s Healthcare IT Marketing and PR Community (#HITMC) Twitter chat covering Cutting Thru Clutter: Healthcare Marketing to the C-Level. We had a great turnout with 30 participants, 408 tweets, and 2,599,060 impressions. The last number is a vanity metric, but it’s fun to see just the same. A big thank you to Clarity Quest Marketing for hosting the chat.

Be sure to check out the full list of Healthcare IT Marketing and PR Community chats. We have some great topics coming over the next few months.

If you couldn’t make it to this week’s chat, we have good news. Here’s a link to the transcript of the chat:

Cutting Thru Clutter: Healthcare Marketing to the C-Level – #HITMC Twitter Chat Topics

We’re excited to share with you the 5 topics we’ll be discussing at our next Healthcare IT Marketing and PR Community (HITMC) Twitter chat. The chat will be held on Tuesday, March 24th at Noon ET (9 AM PT). To participate, follow the #HITMC Twitter stream on your favorite Twitter tool and add #HITMC to all of your tweets.

This chat will focus on the topic of healthcare marketing to C-level executives and is hosted by Clarity Quest Marketing. See more information about our chat host at the bottom of this post.

Now for the 5 topics we’ll be discussing:
1. Do you try to market to the C-level? If so which titles?

2. Which C-Level titles are hardest to reach in health IT? Why?

3. Which marketing channels have been successful for you at reaching C-level healthcare execs?

4. Do you feel it’s mandatory to be in analyst reports to get C-level attention? If so, which ones?

5. Which content works best? White papers, videos, webinars, case studies, other?

About Clarity Quest Marketing
Clarity Quest Marketing combines technology know-how with creativity and marketing acumen to grow healthcare and technology companies across the US. Founded in 2001, Clarity Quest provides marketing services in the healthcare, medical device, software, hardware and technical professional services industries. The agency’s core areas are marketing strategy, online marketing, lead generation and outsource marketing. Clarity Quest has offices in Michigan, Connecticut and Washington State. www.clarityqst.com

Clarity Quest Marketing Logo

We hope you’ll be able to join us for the Health IT Marketing and PR community chat. You can see our list of past and future #HITMC chats here.

If you haven’t already registered for the Health IT Marketing and PR Conference, there’s still time (Registration ends 4/7/15). Don’t miss out learning from hundreds of your Healthcare IT Marketing and PR colleagues.

Content Creation and Distribution Techniques – #HITMC Twitter Chat Transcript and Stats

Thanks everyone who participated in this week’s Healthcare IT Marketing and PR Community (#HITMC) Twitter chat covering Content Creation and Distribution Techniques. We had a great turnout with 28 participants, 279 tweets, and 1,656,886 impressions. The last number is a vanity metric, but it’s fun to see just the same.

Be sure to check out the full list of Healthcare IT Marketing and PR Community chats. We have some great topics coming over the next few months.

If you couldn’t make it to this week’s chat, we have good news. Here’s a link to the transcript of the chat:

What Medical Device Manufacturers Will Learn About Generating Real Sales And Brand Loyalty With Digital Marketing And Social Selling At HITMC

Marketing medical devices across disparate customers and selling into complex health systems has never been more difficult. Identifying the actual buyers of your products and services is a challenge these days because:

  • The move from fee to service to outcomes driven has more institutions collaborating for value-based reimbursement, making it more difficult to identify who’s making purchasing decisions in the collaboration.
  • Health systems mergers and acquisitions are growing, making it challenge to know both who’s running the procurement process and when decisions will be made.
  • Care coordination and patient engagement quality metrics have purchasers scrambling for more connected devices and integrated sales offerings.
  • Changing business, technology and regulatory landscape is redefining the roles of end user, influencer, the beneficiary and the buyer personas in the healthcare ecosystem

It’s clear that traditional top down marketing or just trying to sell to the end user will not be effective. Instead, digital marketing techniques must be employed so that buyers can find you instead of you having to hunt for buyers. Join us at the 2nd Annual Healthcare IT Marketing & PR Conference where you’re going to learn how to:

  • Use e-mail, social media, and content marketing to better understand procurement roles that will connect you with actual buyers and influencers.
  • Understand how digital marketing and social selling techniques generate demand and leads for your complex clinical enterprise devices.
  • Discover partnering approaches that will help increase your device’s value to customers demanding more coordinated and complex care for their patients.
  • Leverage digital marketing to validate market demand,  solution hypothesis and business model  throughout your product lifecycle using simple comparative market analysis and direct communications
  • Understand approaches to identify and test market to the appropriate personas, enabling customized value propositions for each market channel to get fastest and most effective sales impact
  • Learn how you can run many marketing campaigns simultaneously across multiple market channels and personas, then use metrics for real-time campaign modulation, thus achieving higher ROI and business impact.
  • Re-organize your branding to build customer loyalty through value added knowledge sharing and ideation that helps solve real customer issues, developing trust and creating strong referral and repeat business

We have specific panels, workshops, and sessions that will teach you:

  • How to get buy-in from senior management for medical device content marketing and social selling approaches.
  • How to create relevant messaging for your myriad of customers in ways that will encourage them to reach out to you on their own.
  • How to use audio, video, webinars, and other non-traditional advertising techniques to supercharge your device marketing.
  • How to use relationships that emerge from daily engagement with buyers and help generate demand through e-mail and social channels.
  • How to use marketing automation tools to find not only buyers and procurement professionals but alliance partners to help increase the value of the total sale.
  • How to integrate non-digital strategies with your digital strategies – knowing when to pay for media versus use earned media.
  • How to engage and help influencers that can promote your medical device across multiple channels.
  • How to create a mobile app strategy that will demonstrate the value of your devices as well as teach them how to use it in practice.
  • How to differentiate by building brand loyalty and brand recall in a crowded marketplace
  • How to define focused messages about customer needs or issues your medical device helps solve, instead of focusing on product specifications only

We’re excited to welcome medical device marketing teams to the 2nd annual Health IT Marketing and PR conference. As you can see, there will be a lot of opportunities for you to learn and grow. Registration is still open, but will be closing soon. So, if you haven’t already, now’s the time to get registered.

Marketing and IT: Time to Merge Tribes

I’m a huge Survivor fan. The show is the grandfather of reality TV and is still running after 15 years and 29 seasons.

For those unfamiliar with the show’s premise, contestants live in the remote wilderness for several weeks and are voted off one at a time. There is an individual winner, but they are initially divided into tribes. This becomes their new family. They camp, cook, eat, compete and endure the elements together. Their tribes are their teams during challenges, and the winning contestants are frequently those who gain their tribemates’ favor most quickly. As long as a team keeps winning challenges, no one gets voted out at tribal council, so they have a huge incentive to work together.

The Merge

When both tribes have been sufficiently depleted from too many vote-offs, they reach what’s called the merge. They combine and create a new name. Contestants who rock the boat too hard or make enemies at this stage often get voted out without a further thought. In a twist, a group of the final contestants who have been voted out become the jury that eventually selects the winner. You can imagine the incentive to play well with others throughout the entire game.

Historically, health care IT and Marketing have been able to remain as two separate tribes, living in separate camps. But digital marketing is bringing them to the merge whether they want to or not. The Web, social media and mobile have each come around and slowly forced the two tribes to set up camp together. There are countless examples of how they interact and need one another. Marketing may craft the content of a website, but they typically require partnering with IT to implement the CMS that publishes those contents. IT may have the developer resources to code a native app, but they may need Marketing to advise on the user experience to ensure that buttons, menus and swipes function as expected.

The degree to which the Marketing and IT tribes collaborate is one of the greatest indicators of how well health care organizations will succeed in this age. Forrester Research recently identified the need to create a list of shared objectives:

To deliver smarter experiences … marketing leaders must break away from the pack by working with their counterparts in the CIO’s organization to accelerate what Forrester calls the business technology (BT) agenda, a shared to-do list across roles for applying technology systems, and processes to win, serve, and retain customers.

Thomas Husson and Julie A. Ask. “Predictions 2015: Most Brands Will Underinvest in Mobile.” Forrester Research. November 11, 2014.

Beyond “Breaking Down Silos”

Creating a shared agenda is easier said than done. How often have you heard Marketing concerned about uptime, bandwidth or scalability, or IT worried about cost-per-lead or font faces? Some days, do we wonder if Marketers come from Mars and IT pros come from Venus?

So what does it take to bring together two camps that, by nature, don’t have a lot in common? I believe it requires a fundamental culture shift. We have to go beyond the buzz phrase of “breaking down silos.” To start, it requires mutual respect for members of the other tribe and acknowledgement of their contributions to the mission. A mix of in-person tactics and communications materials, particularly when upper management is involved, can send the right message. This can be done in several ways such as departmental Lunch ‘N’ Learns, Intranet content, social mixers and newsletters. Communication, as usual, is key.

Collaboration also requires empathy – putting yourself in the other tribe’s shoes. Do you view one another as equal contributors to the organization’s success? Is your digital strategy held together by a string of “band-aid” fixes? Does Marketing have a standardized process to intake new project requests and communicate the technical business requirements to the appropriate IT teams? Do you involve one another early in project planning and consider their input valuable rather than ignore it? Marketing may not consider it an issue to have microsites floating around on multiple servers on different platforms, but it may drive IT out of their minds.

Impact on Patient Care

The greatest impact of merging the Marketing and IT tribes may be the innovative solutions to patient care that have yet to come. Joint brainstorming sessions and shared objectives on an industry-wide scale will revolutionize the ways we use EHRs, clinical applications, mobile devices, remote monitoring, content management systems, patient portals, marketing automation and other data sources.

It’s the way we will not only survive, but thrive, in today’s health care marketplace.

Jared Johnson is a speaker at HITMC 2015. He is founder and principal of Ultera Digital, a Phoenix-based digital marketing consulting firm specializing in health care.

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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