Marketing Strategy Marketing to Patients

Focus and Collaboration Key to FINN Partners’ Health Practice Success

Winning an award as a marketing agency is an accomplishment. Winning multiple awards is truly noteworthy. In 2020, FINN Partners did just that. Not only did they win the 2020 Medigy HITMC Award for Agency of the Year (provider focus), but they also took home a slew of  marketing awards from other industry organizations.

We wanted to know their secret, so we sent questions to HITMC friend, Gil Bashe, Managing Partner – Global Health at FINN Partners. Here are his thoughtful responses.

What did winning the 2020 HITMC Award for Agency of the Year mean for FINN Partners?

Health information and technology close gaps around a very fragmented ecosystem where patients, payers, policymakers, product innovators and providers all seek to unite around their central mission to improve people’s care.  The HITMC Agency of the Year Award was welcomed affirmation that great agencies must do more than promotion and publicize, we must all be a force for making a difference and improving people’s access to care.

FINN Partners has won numerous Awards. Does winning still have an impact on staff? On Clients or prospects?

We are honored to be Agency of the Year and one of the Top Four Global Health Agencies. The HITMC Award holds a very special place in our community.  Recognition from HITMC is not a competitive honor – it results from collaborative achievement. Information remains fragmented and we must all be partners in championing clients and health systems to work with each other.  This award reminds our FINN community to make the value of collaboration a driving force for change.

Can you share one secret to FINN Partner’s success in healthcare?

Stay focused on the mission to make a difference in the lives of patients by championing health innovation.  Success is an outcome of putting that mission first.  People are not inspired by revenue or fees – but improve someone’s life and it stays with you forever!

What’s next for FINN Partners? What are you focusing on in the next 6 months?

Right now, FINN is championing the decentralized clinical trial movement in an alliance with some 100 biopharma, academic medical centers, patient groups and contract research organizations.  Our work in integrated marketing will make it possible for physicians and patients to explore new ways to manage disease with medical devices.  The market should expect that a new wave of FINN Health Practice leaders will step forward to give greater voice of our mission.  Growth results from collaborative effort with clients and colleagues.  It requires an agency culture that encourages people to take the helm.

FINN Partners has worked with many healthcare providers over the years. Is there a common trap that healthcare marketers keep falling into?

The system must be open-minded about long-needed changes.  Health marketers have both a responsibility to bring the outside-in voice that wants – needs – that change to happen.  Marketers are far more than a promotion vehicle – we are the conscience of why the system exists – to sustain and save lives. But, it takes courage to point out that communication is about advancing change – not moving around the pieces.

2021 continues to be a challenging year for healthcare providers. What have you seen Marketers and PR teams do to help their organizations continue to succeed despite the pandemic?

Among the many things that HITMC encourages is collaborative spirit. That’s the purpose of its Tweet-ups, seminars and conference – it makes the community tick. Collaboration drives big ideas to their successful conclusion. Today, it’s no longer about earned media.  Marketers and PR teams must think about how information is channeled. How it reaches customers by way of third-party articles, social influencers, digital outlets, thought-leadership platforms and content-controlled opinion pieces. PR is the paint. Marketing is the canvas. Both have to think about the audience that is experiencing the final result.  That’s how opinions and decisions are made.

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!