Ever wonder what topics healthcare media is covering? Are people planning on going to HIMSS23 and ViVE2023 next year? What marketing tactics are companies finding effective right now? Want to know what email signature is most popular? Good news! We’ve got answers for you in this article.
HITMC-By-The-Numbers
One of the key tenets of HITMC is sharing knowledge. That’s partly why every year at the HITMC Conference we host a session where we present the latest statistics and marketing metrics. We know how hard it is to gather healthcare marketing data so we’re happy to share what we have learned so that everyone can benefit from it.
This year, we presented:
- Healthcare Media Analysis
- HIMSS and ViVE Analysis
- Marketing Tactics Analysis
This article summarizes some of the information that was shared.
Healthcare Media Analysis
Over the past two years we have been tracking the headlines from 18 leading healthcare and health IT publications. During that time, COVID-19 has dominated the headlines. “COVID” was mentioned in 15-20% of all headlines. This January we finally saw a decline in COVID-related headlines. The takeaway: COVID stories are tired and audiences are ready to move onto something else.
One topic that is showing a noticeable increase in media coverage is specific diseases and chronic conditions (ie: cancer, COPD, diabetes, chronic pain, etc). Applications and technologies that address this space are getting coverage. The takeaway: be specific in who/how your solution helps and you are more likely to get coverage right now.
HIMSS23 and ViVE2023
In February, we sent a survey to the HITMC Community. In it we asked about how people were planning on participating at HIMSS23 and ViVE2023. Although we only received 40 responses, the results were interesting.
From these numbers, two things jump out:
- ViVE is carrying their success with exhibitors and attendees into 2023.
- HIMSS is still going to be well attended
Marketing Tactics
As part of that same survey, we asked what marketing tactics were most effective right now. Here was the response:
With COVID waning, it is not surprising to see that conferences are back as a key pillar of marketing programs. However, it was a bit shocking to see it as the top tactic. It was equally shocking to see webinars at #3. We have heard anecdotally that the format is losing steam and many people are avoiding webinars since they already spend so much time looking at talking heads on their screens.
Fun Findings
Because we like to have a little fun here at HITMC, we also included two lighter questions as part of the survey. The first was a question about buzzwords. We were curious to find out which words were “hot” (+ve) and which were “tired”(-ve). Here are the results:
I can’t help but wonder if the “Great Resignation” is the most tired buzzword because we are frustrated at having to deal with it. “Consumerism” is also interesting. Personally, I can’t stand the word – since most patients aren’t consumers of healthcare but rather forced to use healthcare services. Having said that, I do like the trend of incorporating consumer-like experiences into healthcare. THAT part I do like.
Finally, the question we had the most fun with was email sign-offs. We were curious to know what sign-off was the most popular:
Stay tuned for more interesting statistics and survey results in the fall of 2022.
Until then…Hasta La Pasta.
Add Comment