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Infinitely Practical at Taste-of-HITMC Nashville

Taste-of-HITMC Nashville was a guerilla marketer’s dream – full of practical tips for strengthening your brand and using social media for business growth.

7 Best Practices for Implementing Your Brand Across Digital Platforms.

MP&F Strategic Communications, who hosted the event in their beautiful meeting space that had a view of the Nashville skyline, started things off by sharing practical advice on how to ensure your brand is digital-ready.

Key Takeaways:

  • Brand is the perception and emotional response that a customer has to your product or service
  • Let analytics guide your content (not ego)
  • Let images tell the story

MP&F illustrated the last takeaway with an excellent example:

Notice how the photo on the right draws you in – what are they looking at? Is this the end of a project or the beginning? There is a story happening in the photo and as viewers we want to know more. The picture on the left is nice, but there is no intrigue and nothing enticing.

Centralize and “Templatize” Your Way to a Better Life

Larry Williams from L&R, a long time supporter of HITMC, followed with 7 tips on how to organize your brand assets to ensure consistency and reduce stress.

Key Takeaways:

  • Centralize and share your brand style guides with management, peers and vendors
  • Set up customizable templates to allow for personalization and minimize rogue branding
  • Move away from the dreaded “marketing closet” full of materials

The solution to his last takeaway, was print-on-demand. He strongly recommended against buying materials in bulk. Not only do they take up valuable office space, but in today’s digital world, the materials often need to be updated before all of the printed ones are used…leading to a lot of wasted money.

With print-on-demand, organizations can just order what they need, when and where they need it – all with the latest information as well as branding.

Brand Awareness on a Small/Zero Budget

After Williams presented, I had the honor of sharing 7 ways that organizations could raise awareness of their brand without spending a lot of money.

Key Takeaways:

  • Make your brand wearable. Make your logo or tagline stylish and put it on clothing people actually want to wear.
  • Use LinkedIn for DIY Public Relations. Post your press releases there as updates/stories.
  • Think-outside-the-exhibit-hall to create buzz/memories at conferences

For this last takeaway, I shared my story of surprising a large group of conference attendees by paying for their morning Starbucks order. It didn’t cost very much (far less than the cost of exhibiting), created a lot of positive buzz, and resulted in several fruitful sales conversations.

Better B2B Social Media

Beth Friedman from Agency Ten22 (she has supported HITMC from Day 1…or more accurately Day -1) gave the Taste-of-HITMC audience useful tips on how to leverage social media for better public relations.

Key Takeaways:

  • Use hashtags, but don’t over do it.
  • Don’t take shortcuts and post the exact same content on Twitter, LinkedIn and Facebook
  • Forge relationships with industry media by commenting on their posts

Friedman’s last takeaway had the attendees madly scribbling notes. Her idea was simple: comments on articles are barely used in 2019, so an easy way to stand out is to write a short comment on the articles written by editors/reporters that you want to get to know. They will be notified of your comment and when you post enough of them, they will recognize your name as a loyal reader. When you email them a story idea, they are more likely to be highly receptive.

Friedman, in fact, has received emails directly from writers and editors, thanking her for her comments.

Social Media Value, Growth and Metrics

The final presenter of Taste-of-HITMC was none other than John Lynn, the founder of HITMC Community. He shared 7 practical tactics for using social media.

Key Takeaways:

  • Be great on one social media platform instead of mediocre on many
  • The best way to gain an audience is to be worth following
  • Get your entire team to help your social media efforts

This last takeaway was particularly vexing for several members of audience. In particular there was a frustration with the lack of executive buy-in to engage on social media. It led to a lively discussion that resulted in two key realizations (1) Every marketer in the room had the same frustration; and (2) There is no magic bullet, you just have to be persistent.

Stacy Goebel

While on her way in an Uber to Taste-of-HITMC, Stacy Goebel from Studio North was rear-ended and as a result she was unable to present her session. Thankfully she was okay, however, she had to take several days to rest and recover. We wish her a speedy recovery.

Stephen Outten

At the start of Taste-of-HITMC, we observed a moment of silence in memory of Stephen Outten, a Nashville native and member of the HITMC Community. Stephen passed away suddenly last year.

He was one of the most creative and prolific writers I have known. I will never forget his HITMC15 session on Shakespeare + Marketing and our conversations about science fiction/fantasy novels.

Stephen Outten, 1984-2018

 

About the author

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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 HITMC.com. Colin is a member of #pinksock #TheWalkingGallery and is proudly HITMC. His Twitter handle is: @Colin_Hung.

1 Comment

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  • Colin,
    Excellent summary of a very informative day. Thank you for sharing. I particularly appreciate how you creatively summarized all the presentations and convos. Look forward to seeing you at the next HITMC event. All the best, Beth

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About HITMC

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!