Marketing General

5 Burning Questions with the Rising Stars of HITMC

Leading up to the 2020 Medigy HITMC Award Ceremony (June 30th), we wanted to highlight some of our amazing honorees.

In this article, we are putting the spotlight on a few of the individuals that are lighting the healthcare, health IT, and agency community on “fire.” These trailblazers hold the future of the profession in their hands and have demonstrated this with their outstanding resourcefulness, creativity, personal growth and willingness to learn over the past year.

This week we caught up with the bright stars who are up for the two Rising Star categories. (Healthcare & Health IT Rising Star & Agency Rising Star) and asked them 5 burning questions.  Here is what they said:

1. What project or work are you personally most proud of from the past year? 

Dalton Paterson – TrustHCS
I had the opportunity to completely overhaul the TrustHCS.com website in 2019. Looking back on it, I wish I would have kept the old site as a dev site somewhere easily accessible, that way I could tangibly represent how stark the differences are. If I had to grade the old site, I would have graded it a C-. I can confidently say that it is an A or A- now. The information that was on our site was valuable, but it went back to the old school problem of too many words and not enough graphics. Our site now is not flashy, but its FUNCTIONAL. Analytics have increased, navigation is direct, and the process for career, education, and service requesting continues to work well. Naturally, I am partial to the site, but the feedback that I received from all leadership, and even prospects when the site launched, was encouraging.

Paige Grogan – Carisk Partners
The work I am most proud of from Feb 2019 to Feb 2020 is the role I played in the complete brand launch of PathwaysTM 2 Recovery. PathwaysTM 2 Recovery is fully integrated and proprietary solution which strives to achieve the best possible clinical outcomes, based upon seven core components of patient-centered care. I was able to assist with and take lead on various tactics throughout the process, which included the creation of a new logo, press release, blog posting, and video clip announcement. I was able to use effective communication skills to work with different vendors to land on a final product that everyone involved was proud of.

Matt DiVenere – naviHealth
The project that meant to most to me last year was the relaunch of our naviHealth Essential Insights (NEI) blog and weekly newsletter experience. From the moment I started at naviHealth in February 2019, I was excited to have an impact on this highly visible thought leadership channel with diligent trial and error, plenty of creativity and the support of my team. We had and still do boast a hefty subscriber base full of C-Suite healthcare executives and industry influencers, which was very exciting. The ultimate goal of the project was to increase engagement in the NEI newsletter and boost our acquisition rate through a new friendly and dynamic user experience on the blog. Prior to the relaunch, we had a solid average open rate of 23% but had a low click and conversion rate for new subscribers. Through exhaustive research and collaboration with my colleagues, I was able to relaunch the NEI newsletter with a brand-new look and feel as well as create a more positive onboarding experience for new subscribers in early July.

Laura Bastardi – Matter Communications
I took the lead on creating a very long-form whitepaper for one of my newer clients that would ultimately serve as the coming out paper for their company and explain how they deliver value to customers. It was a labor of love to say the least. The paper had to be a balance of content that’s very technical in nature with the lure of an editorial style format for a nice reading experience. I worked closely with my client one-on-one for months on this project as it went through rounds of revisions and brainstorms with their c-suite to get it just right. I was honored they trusted me to take this on for them, knowing how important it was to their business. It was the biggest solo content project I’d done thus far. I actually just received the final version in design from my client the other day, and their just as happy with the end result as I am. It was hard work, but I’m proud to have done it.

Lacy Herman – Anderson Interactive
This is a really hard question to answer, as I’ve taken on a lot of new and exciting projects in the last year. I’m really proud that I was trusted to take over the entire social media account for our largest client. Because my background was mostly focused in PR, I had little experience with social media. I went from being slowly integrated into the process, to being handed the wheel to drive all content creation, strategy and social monitoring on multiple platforms. From industry trends, to event promotion, to company promotion, I have been trusted to take it all on and I’m really proud that the account has done so well since!

Jemma Roche – KNB Communications
I am proud that I pushed KNB to submit a Holiday video for the MM&M Annual Holiday Video contest. Although we did not win, we still received an honorable mention in such a highly regarded publication.

2. Overall, what impact do you feel your work has had on your clients and/or healthcare in general?

Dalton Paterson – TrustHCS
I feel like my efforts over the last couple of years have assisted in evolving healthcare marketing. Historically, marketing initiatives in the healthcare (provider) space are behind on the times and placed somewhere in the early 2000’s. I would like to think that my ability to build relationships, pivot, diversify, and add a creative flair are all components to my continually attempts to propel healthcare marketing forward.

Paige Grogan – Carisk Partners
The work that Carisk Partners does has impacted the Workers’ Compensation industry greatly and continues to do so on a daily basis. The team at Carisk strives to be leaders and disrupters of our industry through our culture of relentless compassion, superior service, transformative innovation and exceptional communication. As a member of the marketing team, it is my responsibility to not only effectively communicate our message to the marketplace as a whole, but also build rapport and trust with the clients, patients, and families we work with.

Matt DiVenere – naviHealth
I believe that my commitment to providing top news and insights on topics within the senior care and post-acute care world on NEI has certainly helped inform our audiences, particularly in the current COVID-19 climate. In the NEI newsletter, I distill quick summaries of some of the biggest news from the past week across client, industry, regulatory. There is a ton of news and sources to comb through every day and I’d like to think our weekly news wrap-up helps to simplify things while keeping our subscribers up-to-date with the most important news and events that may impact their worlds personally and professionally.

Laura Bastardi – Matter Communications
A few of my clients, most of which are digital HIT vendors, have told me and my colleagues with much excitement that our work has helped bring in sales opportunities with prospects. I might be bias, but I believe my clients bring unique and valuable solutions to the industry. So, when a client receives an inbound request from a prospect that saw a piece of coverage that we secured for them and is overjoyed to see our work materialize in that way, at the same time, I’m happy that my PR and pitch efforts are helping more healthcare providers find innovative technology solutions that will, generally speaking, make their lives easier and help them do their jobs better. A win-win.

In my line of work, I can’t think of something more impactful than telling stories that not only drive awareness, but actually help healthcare function more efficiently and effectively. Can you?

Lacy Herman – Anderson Interactive
This is a great question that has really provoked me to think. When you’re doing your job, and you enjoy doing it alongside of a team of ambitious colleagues, it’s easy to miss the role you play in the larger picture. Excellence is the standard for Anderson Interactive, and all of our wins take the whole team. It’s always such a great feeling to receive positive feedback from your boss, or especially your clients. It feels very impactful to contribute a piece to a project that ultimately leads to the success of our clients, who really bring a lot of innovation to healthcare as a whole. This has really proven to be true as we’ve been able to help guide our clients during these unprecedented times that we’re all facing.

Jemma Roche – KNB Communications
At KNB Communications, we all wear a lot of hats. I am lucky to have the opportunity to dip my toes into many areas of marketing and PR. I mainly focus on internal initiatives for the company and staying involved in the HITMC community. I manage our social media channels, stay up to date on the latest healthcare trends, and send out our monthly newsletter to name a few of my responsibilities. Each task that I am presented with allows me to learn new verticals in the healthcare and tech space.

3. What marketing, PR or communication skill are you looking forward to improving in 2020?

Dalton Paterson – TrustHCS
Content diversification. In recent months, we have seen a trend of the exact same thing being discussed or published in 4,766 different outlets. Content writing has never been my strong suit, so I am clinging to every best practice and knowledge bite that I can get. This is one area where I must commend the #HITMC community. When I was nominated for the Rising Star award and made the comment that I couldn’t have gotten where I am without the #HITMC community, I meant it. This group of friends that I have grown to care for deeply have humbled my position in digital marketing and continue to teach me how to dig deeper and differentiate myself from others to make “good” content, “great”.

Paige Grogan – Carisk Partners
One marketing skill I am looking to forward to learning/improving in 2020 is paid search. This is something I have spent time learning about in 2019 but hope to launch my first campaign in the near future. I know that the more I do with it the more I will learn so I am looking forward to really diving into that.

Matt DiVenere – naviHealth
There’s always room for improvement! I have been attending, watching, reading and listening to all things regarding public relations here at naviHealth lately. Having been a reporter before, I know what I personally did not enjoy in media pitches from comms and marketing teams. I’m looking forward to now sitting on the other side of that exchange and continuing to work on my skills to pitch NEI to a wider audience.

Laura Bastardi – Matter Communications
Most of my work is in PR such as client communications, media outreach, content creation. I’m interested in learning more about the digital marketing side of our agency such as Search/Content/Inbound Marketing and branding, website and UX. Matter offers a full service line of digital marketing and creative services, and I’d love to grow more knowledgeable in those business units so I can bring more informed, strategic, valuable council to my clients when their needs might be better served by those services than PR specifically.

Lacy Herman – Anderson Interactive
I’m really looking forward to expanding and improving my media relations skills this year. I’ve had a passion to write since I can remember, and ultimately fell in love with PR – being able to help others share their stories. I’m lucky to have mentors that are always pushing to make sure I’m growing in my career, and I know this year is going to bring a lot of professional development as I dive deeper into Health IT PR and media relations.

Jemma Roche – KNB Communications
I am always hungry to learn a new skill, so it is hard to narrow it down to just one. However, I would like to understand and develop my skills in public relations as well as digital marketing in the healthcare space. I know I can always improve on existing skills on top of new ones.

4. What would winning the Rising Star Award mean to you?

Dalton Paterson – TrustHCS
This is hard for me to answer because I have been so humbled by the recognition and the experience to date. I have personal aspirations to be a man of integrity, do “good” in the world, and do “well” in my role as a marketer. Winning the Rising Star Award would mean that I am taking steps to accomplish those personal goals. Personal betterment and acknowledgment would mean nothing to me if I did not saturate both with truth along the way. I don’t want to go anywhere in life if it means that I have to cut corners to get there. There have been hard tasks, encounters, projects, and a multitude of other situations that have happened along the way, but they are all worth it because of where I am today. Happy, thriving, and continuing to grow while maintaining integrity, doing “good” any time that I can, and performing as “well” as I can in my role as a marketer.

Paige Grogan – Carisk Partners
I would be incredibly proud to win the Rising Star Award, not only for myself but especially for my team and company as a whole. The leadership, mentorship, and guidance I receive in my role is unmatched in my opinion. I have learned so much in the 2 years I have been with Carisk and that is all thanks to my boss Chrissy Gaul and the rest of the leadership team. I am truly fulfilled by the work we do each day at Carisk and feel lucky to do what I do!

Matt DiVenere – naviHealth
It would be an unbelievable moment for me – literally, I wouldn’t believe it! My young career has allowed me to engage in a number of different industries already, from local journalism to the automotive industry. While I enjoyed each and every one of those opportunities for a number of reasons, being a part of health care, and healthcare marketing specifically, has been such an overwhelmingly positive experience for me – particularly to know the impact that my work and naviHealth’s work has on patients and seniors. To be recognized by my peers, many of whom I owe a lot to for introducing me to communities such as HITMC, would be an incredible achievement in my professional portfolio.

Laura Bastardi – Matter Communications
Anyone who’s worked in an agency environment can attest that “fast-paced” and “busy” take on a whole new meaning. As someone who came in with no experience in PR or the complex healthcare space, I’ve worked hard to continuously learn, improve and deliver quality work. Sometimes it can feel like your hard work goes unnoticed or gets lost in the shuffle. That is until, to my surprise, I was nominated and named a Rising Star honoree.

My nomination signified, to me, that I’ve earned the respect and trust of my colleagues as someone they want in their corner. Now, winning the Rising Star Award, would mean my respected peers in the broader Healthcare and IT Marketing Community agree that I demonstrate noteworthy value in the healthcare comms space. To be recognized for my skillfulness at this point in my young career would validate that I’m on the right track and I’m doing the right things. When a third of your entire lifespan is work, that really is something to be celebrated.

Lacy Herman – Anderson Interactive
The nomination alone has completely taken me by surprise. I was overwhelmed with gratefulness that my boss thought so highly of me to nominate me. Winning the Rising Star Award would be another reminder that I am so lucky to be a part of the team I am, working with people that are always so beyond encouraging and supportive of each other. I feel blessed to have been led to work in this ever-evolving industry and to be a part of the tight knit HITMC community.

Jemma Roche – KNB Communications
The Rising Star Award is not just an award to me or bragging rights (if I won). It reminds me of all the hard work I am doing and will continue to do. It reminds me that I AM making an impact in the healthcare marketing space. It is certainly an accomplishment to me, but I could not have been considered this award if it weren’t for the help of my team at KNB. I look at this award as an accomplishment for the team as a whole. We are such a collaborative, inclusive team looking to “raise” each other up. It would mean a lot to win this award in many ways, not just for me.

5. What healthcare marketing trend are you keeping your eyes on?

Dalton Paterson – TrustHCS
One thing that I am fascinated with is whether implementations pertaining to telehealth, EHR/EMR, Coding/CDI staffing services, revenue integrity services, etc will continue to just be done /initialized remotely. Go-lives continue to pop up around the nation where heavy hitters like Cerner are implementing documentation systems 100% remotely. In my world at TrustHCS, we are completely remote, so all of our workers are used to fulfilling their roles in remote work environments, but watching others lock in to this trend continues to be intriguing.

Paige Grogan – Carisk Partners
One healthcare marketing trend I’m keeping my eyes on is video marketing. We have done video in the past few years but it is definitely something we want to expand on in the future. There is a lot of opportunity there and I hope to capitalize on that.

Matt DiVenere – naviHealth
I am currently monitoring the increasing trend of podcasts and hosting successful virtual events. With COVID-19 having an impact on many healthcare events across the country, companies have had to rethink and strategize how to best connect with an audience on a large, virtual stage while still providing an engaging and enriching experience. There have been some very successful ones that I’ve seen so far, including HITMC’s virtual conference. Who knows what the rest of the year will bring but I’ll certainly have my eyes and ears open to how other organizations adapt to this current ‘normal’ and am curious to see how virtual capabilities will connect us in a time of such massive disconnect.

Laura Bastardi – Matter Communications
Quality over quantity has always been the rule of thumb when it comes to content creation and more general communications. However, I think the quantity of content distribution, marketing, social media involvement and other communications will increase in overall volume and consistency to meet the increasing demand for health information from consumers. Confusion around COVID has also spurred a desire to be informed and in the know about what’s going on in healthcare, so more touch points with customers, more frequent thought leadership in the media and seeming transparent and open will be things I expect to see ramp up moving forward. Of course, with the same expectations for quality.

Lacy Herman – Anderson Interactive
Radio shows! These seem to be hot in the industry right now. I’m curious to see how the trend evolves, especially now that in-person events aren’t happening as frequently or in the same capacity and organizations are now looking for creative, alternative ways to getting out their messages, highlighting thought leaders, etc.

Jemma Roche – KNB Communications
Video. In some of our newsletters, I have put a video in. The KPIs from the amount of clicks was more than we expected. I would like to see how video is used more especially in this virtual world we currently live in.

 

Photo by Chronis Yan on Unsplash

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Brittany Quemby

Brittany Quemby

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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!