The Ultimate Marketing Tech Stack: Apps, Tips and Tools – #HITMC Twitter Chat Topics

This month’s #HITMC Twitter chat will be hosted by Chris Slocumb (@CSlocumb), CEO of Clarity Quest Marketing, on Tuesday, February 13, 2018, at Noon ET (9 AM PT).  The topic will be The Ultimate Marketing Tech Stack: Apps, Tips and Tools.  

New marketing tools and apps come out every day.  The average large enterprise uses 91 cloud-based marketing tools! There are platforms, software, dashboards, mobile apps, internally-built systems, and more. The options can be overwhelming.  

How do you decide which ones to use and which ones to invest in? Each tool has its purpose, value proposition, and pros and cons.  The #HITMC community has a ton of experience with marketing tech stacks, so we hope you’ll join us and share your insights, recommendations, experiences, and perspectives. If you are new or considering a tool purchase, bring questions!

Please join us Tuesday, February 13th at Noon ET (9 AM PT) for the monthly #HITMC Twitter chat where we will be discussing the following topics:

T1. Is there a marketing tool you can’t live without? #HITMC

T2. Which marketing tools give your organization the best return on investment? #HITMC

T3. Do you use different marketing tools for different stages of the sales and marketing funnel? #HITMC

T4. Do you have a marketing need that isn’t filled by current tools? #HITMC

T5. How do you convince management to give you the appropriate budget for marketing tools? #HITMC

Bonus. If you could design your dream marketing tool(s) what would it be? #HITMC

Just hop on Twitter and search for #HITMC on Tuesday, February 13th at Noon ET (9 AM PT) and you can join in. We look forward to seeing you online!

If you haven’t signed up for the 2018 Healthcare IT Marketing and PR Conference, registration ends March 7, 2018.  Also, take a minute to look at our wide array of conference sponsors including Clarity Quest Marketing who is hosting this Twitter chat.

What Attendees Can Expect at the 2018 Healthcare IT Marketing & PR Conference?

Attendees of the 2018 Healthcare IT Marketing and PR Conference (or “HIT-Mc” as it’s colloquially known) will convene in New Orleans, April 4-6, for the event’s fifth annual gathering. Marketing and PR professionals from leading organizations throughout healthcare will come together for a line-up of educational sessions on topics ranging from digital strategies for brand discoverability to tips on drafting winning speaker proposals.

This year’s attendees can expect more of the inspiring and insightful sessions that the HITMC conference is known for as they assemble to swap tactics and network with hundreds of fellow health IT marketing peers. Still not sure what to expect? Last year’s keynote speaker, Dr. Gary Rhoades, the Stephen Mack Covey Professor of Marketing and Entrepreneurship at Brigham Young University, delivers a prime example of the fresh perspective that attendees can anticipate walking away with.

Can you feel the love?

In his 2017 HITMC opening session, Creating Customer and Employee Engagement, Dr. Rhoades makes the astute observation that we, as marketers, tend to focus on negative customer feedback to the detriment of our own success. He proposes that we shift our perspective to instead focus our energy on better understanding the things that our customers and workers love about our organization and its offerings.

Dr. Rhoades suggests that companies foster passionate performance among employees and brand advocacy among clients by emphasizing the aspects of the business that motivate customers and workers to engage. To create this momentum, he encourages organizations to spend time listening to the feelings of highly engaged members and to always communicate to internal and external stakeholders through the eyes of those members. He warns against getting tripped up by the concerns of the disengaged

As Dr. Rhoades puts it, “Most organizations spend 80 percent of their time on things that are ‘on fire.’ Instead, spend 80 percent of your time on why people are passionate about your products and services. You get the insights on how to develop engagement from your ‘love’ group.” He offers four avenues marketers can take to develop inspired brand champions:

  1. Align member values with those of the organization.
  2. Find a hurdle to jump over that other firms fail to do.
  3. Ride waves of momentum.
  4. Find a Goliath to slay.

Watch Dr. Rhoades’ HITMC keynote to learn more and to get a feel for what you can expect from HITMC’s experienced presenters. (Trust us – humor, real-world examples and great stories abound!)

Come see for yourself

Healthcare marketers and communications professionals have until March 7, 2018, to register to attend the 2018 Healthcare IT Marketing and PR Conference. Over the three-day conference, attendees will choose from roughly 40+ conference sessions designed to inspire and inform just like the one above. Select tracks that align to your specific area of interest, including but not limited to content marketing, marketing automation, event marketing, healthcare public relations, branding, media relations, and much, much more.

Want to learn more? Check out our 2018 HITMC program details.

Healthcare IT Marketing and PR Careers – #HITMC Twitter Chat Topics

This month’s #HITMC Twitter chat is hosted by John Lynn (@techguy), Founder of Healthcare Scene, Health IT Expo, and HITMC on Tuesday, January 9th at Noon ET (9AM PT) on the topic of Healthcare IT Marketing and PR Careers.

As we head into a new year, many of us start looking at our lives and thinking about goals for the new year. With that in mind, we thought for January’s HITMC chat we’d talk about careers in healthcare marketing and PR. We hope you’ll join us and share your insights, experiences, and perspectives. Plus, if you’re searching to hire a marketing and PR professional or if you’re looking for a marketing and PR job, join us as well and maybe we as a community can help you out.

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

T1: How did you get into healthcare marketing and PR? What’s your story? #HITMC

T2: What are the keys to being successful in healthcare marketing and PR? #HITMC

T3: What’s the best piece of advice you’ve ever gotten for your career? #HITMC

T4: Share your biggest success story and why it mattered to your career. #HITMC

T5: Where do you want to take your career in healthcare marketing and PR? #HITMC

Bonus: If you’re looking to hire a healthcare marketing and PR professional, let us know. If you’re searching for a job, let us know (privately if preferred) and we’ll try and connect you. #HITMC

For those not familiar with Twitter chats, just hop on Twitter and search for #HITMC on Tuesday, January 9th at Noon ET (9AM PT) and you can join in.  We look forward to seeing you online!

PR and Getting Media Coverage at Events – #HITMC Twitter Chat Topics

This month’s #HITMC Twitter chat is hosted by Dennis Dailey from @mobihealthtimes and @PowerPressParty on Tuesday, December 12th at Noon ET (9AM PT). The Power Press Party is a media event that happens the night before #HIMSS18 and brings together 100 members of the media: Journalists (national and industry), Key Analysts, Influencers and Social Media Ambassadors. Check out and click on the image below for more info on the Power Press Party.

As many in the #HITMC community prepare for the massive HIMSS18 conference in Las Vegas, we thought the perfect topic for this chat was to talk about doing PR and getting media coverage at events. For those of you not participating in HIMSS18, you can apply these principles to your favorite events. There are a lot of different strategies to stand out from the crowd at large events like HIMSS18. In this chat, we hope you’ll join us and share what has and hasn’t worked for you and your company.

Please join us Tuesday, December 12th at Noon ET (9AM PT) for the monthly #HITMC TweetChat where we will be discussing the following topics:

T1: What PR strategies work for getting media coverage at conferences? #HITsm #HIMSS18

T2: What PR strategies don’t work at conferences? #HITsm #HIMSS18

T3: What are your pre-event vs on-site strategies? When is too early to start? When is too late? #HITsm #HIMSS18

T4: Which topics should be saved for media at events compared to pitches outside events? How do you handle when you have news vs when you’re building relationships? #HITsm #HIMSS18

T5: Where is the best place to find media at a conference? The Press Room, A Media Event, After Hours Parties, the Exhibit Hall, etc? #HITsm #HIMSS18

Bonus: Which media do you most want to see and get covered by at #HIMSS18 (or insert your favorite events)? #HITsm

Just hop on Twitter and search for #HITMC on Tuesday, December 12th at Noon ET (9AM PT) and you can join in.  We look forward to seeing you online!

Note: HITShow and Power Press Party are sponsors of the 2018 Health IT Marketing and PR Conference.

Announcing the 2018 HITMC Awards – Submit Your Nominations

After last year’s successful Healthcare IT Marketing and PR Community (HITMC) Awards, we’re excited to bring back the 4th Annual HITMC Awards. We were extremely impressed by the number and quality of submissions to last year’s awards and so we can’t wait to see the creativity, expertise, and skill that’s been on display again in the Health IT Marketing and PR Community (HITMC) and will be nominated this year.

If you have a campaign, a social media marketing effort, an exhibit hall booth or an exemplary healthcare marketing and PR effort you think was great, we’d love to have your submissions. Feel free to submit your own campaigns or recognize your colleagues. We want to hear about the best, most interesting, most effective, most creative campaigns we can find. Please don’t nominate any campaigns or efforts that have been nominated previously or that happened previous to 2017.

Here’s a list of the HITMC award categories:

  • Best Trade Show Theme or Campaign
  • Best Content Marketing Program
  • Best Social Media Program
  • Best Creative
  • Agency or Marketing Department of the Year
  • Marketing or PR Professional of the Year (an individual)

We don’t like long lengthy submission forms that discourage people from sharing a great campaign, so we’ve made the HITMC Award nomination form as simple as possible. We’ll be closing the nomination period on Monday, January 15, 2018.

The winners will be selected by a panel of expert judges and each HITMC Award category winner will be recognized during the 2018 Health IT Marketing and PR Conference in New Orleans. We’re excited to see all the creative things that are happening in healthcare marketing and PR.

If you have any questions about the HITMC Awards, please reach out to us on our contact us page. We look forward to seeing the very best in healthcare IT marketing and PR!

Submit Your Nominations Now!

12 Quick Wins With Your Leftover Marketing Budget

It’s the week after US Thanksgiving which means it is now officially leftover season! Turkey salad. Turkey sandwiches and endless scoops of mashed potatoes. Having leftover Thanksgiving dinner isn’t too bad, but you definitely do not want to leave it lingering too long. There is nothing worse than having to throw out food that you could have eaten.

This is also the time of year when some Marketing Teams find themselves in the enviable position of having leftover budget. It’s a fantastic position to be in so congratulations if this is where you are! For those in smaller organizations, there is a chance you can take your surplus and carry it forward to next year. That is the best possible outcome. However, most Teams will not be able to do this, so they need to find a way to spend that money before it disappears like door-crashers do on Black Friday.

Although you may not be able to carry forward the actual dollars from this year into next, there are things you can do with the your surplus THIS YEAR than can benefit you NEXT YEAR. Here are 12 suggestions for quick wins that you can purchase with your leftover marketing budget that will help you and put your team in good standing with senior leadership.

1) Subscriptions and books. Whether it’s Harvard Business Review, Forbes, Brand Republic or AdWeek you and your team will benefit from keeping on top of the industry’s latest trends. Prefer something more longform? Then a set of books for the Marketing library is the answer. Stock up on classics like Geoffrey Moore’s Crossing the Chasm, Scott Stratten’s UnMarketing or friend Dan Munro’s Casino Healthcare.

2) Analyst Report/Helpful Research. Find out more about your target market or get the inside scoop on your competitors by purchasing reports from Gartner, IDC or KLAS. There is a lot of helpful research out there that can help guide next year’s marketing programs.

3) Stock/Custom Photos. You can never have too many photos of smiling people using smartphones or groups of smiling people around a conference table. Now is the perfect time to add to refresh your stock photo library. Even better – hire a local photographer (students are great) and stage your own photos to guarantee uniqueness.

4) Professional Headshots. Selfies are great, but nothing compares to a well-lit, professionally taken headshot. Consider bringing a photographer and make-up artist to your office. It’s the perfect time to help your team look their best online.

5) LinkedIn upgrade. Once of the best investments you can make for you, your marketing team AND your sales team, is an upgraded LinkedIn account. Gain access to advanced search capabilities and more inMails with a LinkedIn Premium Account. Have even more money? Then try Sales Navigator and Premium Business. Take your social selling to a new level.

6) Short ad run. As the year winds down, people stop responding to email marketing. However, now is when people get the time to catch up on reading interesting articles they have saved throughout the year. Placing a banner ad on high traffic sites can help fill the top of your funnel for next year. (Note: I’m totally biased when I say that HealthcareScene.com would be a great place for you)

7) Advanced purchases. Everyone is trying to make year-end numbers so you may be able to negotiate a good deal for ads, dedicated emails, content, graphics, etc. for next year. Don’t be afraid to ask what your marketing partners can do for you given you are willing to pay TODAY.

8) Software utilities. There are likely a number of small utilities that can make you and your team more efficient. Image conversion programs, project tracking platforms and video editing tools are sometimes hard to justify during the year, but they fit nicely when you have leftover budget.

9) Computer accessories. I am convinced there are unseen video adaptor gremlins running around hoarding those cables. There may also be sprites that take presentation clickers. Mine always seem to go missing. Why not take advantage of all the sale prices and stock up on much needed computer accessories. Your team will thank you.

10) Voice work. Professional voice actors are often considered luxuries, but boy do they make a big difference. Consider hiring a voice actor to update your company’s automated phone attendant or refresh your motion graphics videos. Like #5 don’t forget to ask for an end-of-year deals.

11) Professional Development. When you have an unexpected surplus, this is one of the best ways you can invest it. Education and professional development often get overlooked in the rush of projects during the year. Take the time now to register for conferences, sign up for online courses or add a pre-conference session to an event you are already planning on attending. For a list of healthcare conferences, including our own HITMC18 and HITExpo18 events, check out this blog from John Lynn.

12) Internal Awards. This is my favorite. One of the biggest challenges for Marketers is getting other people in the organization to help with Marketing programs. It’s always a struggle to get client quotes, case study approval, social media amplification and proper documentation in the CRM/Marketing Automation Tool after conferences. With your surplus, consider holding an internal awards party with food and trophies (which are surprisingly cheap). At the party, publicly recognize people who have been most helpful to the Marketing Team. The praise and the trophies will encourage others to contribute. Here are some awards I have used in the past:

  • Best Implementation that led to a case study
  • Salesperson with the most referenced client
  • Most on-time attendance at tradeshow booth
  • Cleanest powerpoint
  • Subject matter expert that contributed the most content/blogs
  • Retweeter/Liker of the year

Don’t let even a few hundred dollars of marketing surplus go to waste. Take that leftover and carry it into next year by spending it smartly.

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!

 

SHSMD17 – Day 3 – Upping the dose of perspective

Day 3 reaffirmed that SHSMD17 was all about giving attendees perspective. However, unlike Day 1 where opening keynote Ceci Connolly spoon fed the audience her insightful healthcare perspective, Day 3’s keynote speakers, Mick Ebeling and Amy Herman, inspired and taught the audience how gain a better perspective.

Lunchtime keynotes are always challenging – there is constant clinking of cutlery and people are often more focused on their meal than the speaker. It was a testament to Ebeling that his presentation was so riveting that there was almost complete silence. Right from the start, it was clear this would not be your “normal” keynote. Clad in jeans, t-shirt and baseball cap, Ebeling captured the audience’s attention with his amazing journey of success through impossible projects.

The journey started when Ebeling was the head of a film production studio in LA. A last minute decision to attend a gallery event led to learn of Tempt One, a talented street artist who had become bedridden with ALS. Tempt could only communicate by blinking his eyes when his family pointed to the right letter on a piece of paper. Appalled at how absurd it was that in this modern age, someone had to resort to using the alphabet printed on paper to communicate, Ebeling decided to help the family pay for a “Steven Hawking device” so that Tempt could “talk” to his family again. That alone was a noble gesture, but then Ebeling did something that would change his life, and the world – he made a commitment that he would find a way for Tempt to create art again.

With that, Ebeling set out to create a device that would allow Tempt to paint using nothing but his eyes. He gathered a bunch of smart people in his home and through grit and determination they hacked together what would eventually become the EyeWriter. They used off-the-shelf parts from Radio Shack and Home Depot along with the camera from a Sony Playstation. Armed with Ebeling’s device, Tempt.

The act of committing to solve a problem THEN figuring out how to actually solve it, became Ebeling’s mantra. He founded Not Impossible Labs and tackled the problem of children amputees in war-ravaged Sudan. Dubbed “Project Daniel”, Ebeling and his team used 3D printers and down-to-earth engineering to develop prosthetic limbs that could be produced by locals for less than $100 (compared with $15,000 for a typical prosthetic arm). Project Daniel won international acclaim.

Ebeling saved his most powerful story for last. After developing a set of wearable blue-tooth vibration generators to help deaf people experience music (a wrist unit might be the guitar, while the foot unit might be vocals and a chest unit drums), a member of the Not Impossible team thought the devices might help patients suffering from Parkinson’s Disease. You can watch this incredible story here.

Through his stories of triumph over the impossible, Ebeling changed the audience’s perspective on what’s possible. Suddenly healthcare’s problems didn’t seem all that daunting anymore.

Everything that is possible today was at one point in the past, impossible. Impossible is therefore only a temporary state of being.

Where Ebeling inspired the SHSMD17 audience to reconsider their perspectives, the SHSMD17 afternoon keynote, Herman, provided the audience with the tools necessary to actually change perspectives.

Herman, an art historian and attorney, became a sought-after lecturer after she began using art to hone the skills of Homicide Detectives in the New York City Police Department. The success of her class garnered national attention and she has since trained intelligence agencies, the FBI, elite military teams, first responders, local law enforcement and even ER/OR/Trauma teams in healthcare.

Using only pictures of art and artwork, Herman, took the SHSMD17 audience through a series of exercises designed to strip away people’s ingrained perception biases and experiential assumptions – referred to as “perception anchors”.

The first exercise was designed to highlight how much power our personal experiences exert on our perception. Herman asked audience members to pair up and had one person close their eyes. Using only words, the other person was shown a piece of art and asked to describe it to their partner. At the end of a minute the partner open their eyes to see how close their imagined image was to the actual piece.

After the chuckles died down, Herman revealed that in almost 90% of the time the describer fails to tell their partner the type of art they are describing – a painting vs a photo or sculpture. This critical piece of information seems obvious, yet in the heat of the moment this critical piece of information is often overlooked. Herman went further and said that in more than 50% of the time the describer skips over the common objects that are in the painting – the table, the fruit and strings of pearls around the woman’s neck.

Herman’s most powerful exercise – and the one most applicable to healthcare – involved a photograph of an elderly Asian woman holding a young Caucasian baby. When Herman showed this picture to non-healthcare classes, they used words like ‘nanny’, ‘baby’, ‘nephew’ and ‘neighbours’ to describe the photo, however, from her healthcare classes she often received diagnoses like “down syndrome”, “astigmagtism” and “thyroid condition”. The exercise clearly demonstrated how perception bias can have real life-and-death implications. If clinicians and nurses made these observational statements based only on a photo, then it is likely they do the same when walking into the exam room or their ER.

At the end of Herman’s keynote, I found myself wondering if it would be feasible to add her course as a Quality Measure.

Both Ebeling and Herman put an exclamation point on Day 3. Each delivered a keynote that upped the dosage of perspective that started with Day 1 presenter Ceci Connolly.

Together, Connolly, Ebeling and Herman truly changed my perspective on my personal challenges and the challenges facing healthcare.  They all seem smaller now.

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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