Content Marketing Marketing to Healthcare Orgs Marketing to Patients

7 Tips for Getting Case Studies

On last week’s monthly #HITMC chat, the community came together to discuss case studies – one of the hardest marketing assets to create and procure. It is not uncommon for case studies to take 6-8 months to be approved, if a client’s legal department even allows them in the first place.

During the chat, several well-thought-out tactics were shared.

My favorite came from Chuck Webster @wareFLO. He suggested using award programs as a lever to get case studies. In order to qualify for an award, entrants normally need to provide information about their work – information that will be shared publicly if they are selected as a finalist. Smart companies help find awards for their clients and assist with the entry process.

It’s a win-win situation. If the healthcare organization is chosen as a finalist, they will be thrilled by the recognition for their hard work and the company can use the public information as part of a case study. Brilliant.

Lynda Mitchell @LyndaGMitchell had a great suggestion – looking on social media platforms for people who have posted their stories – and them asking for permission to share it.

Barby Ingle @BarbyIngle, recommended setting up cameras at events to capture testimonials and client stories on-the-spot.

Sarah Bennight @sarahbennight had a smart suggestion to start small. Rather than immediately asking for a comprehensive case study, ask for approval on a simple story with a single quote to start.

Molly True @mollytruelife shared that one of the best ways to get a case study is to make it a contractual obligation. That way, it’s understood by everyone up front, including the legal department.

Beth Friedman @HealthITPR reminded us that case studies are only possible when you have a good relationship with your clients. Connecting with them, by being where they are, is a necessary first step – like at user group meetings and healthcare conferences.

Finally, Lea Chatham @LeaChatham, talked about investing in the creation of a customer advocacy program which would incentivize clients to provide case studies and testimonials.

About the author


Colin Hung

Colin Hung is an award-winning Marketing Executive with more than 15yrs of healthcare and HealthIT experience. He co-founded one of the most popular healthcare chats on Twitter, #hcldr and he has been recognized as one of the “Top 50 Healthcare IT Influencers”. Colin’s work has been published in the Journal of the American College of Radiology, American Society for Healthcare Risk Managers, and Infection Control Today. He writes regularly for Healthcare Scene and here at Colin is a member of #pinksock #TheWalkingGallery and is proudly HITMC. His Twitter handle is: @Colin_Hung.

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The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!