A few weeks ago, we held a two-day Virtual HITMC Event that focused on managing through a crisis (ie: the current pandemic) and how to best seize opportunities when the recovery starts. We structured the event to mimic our in-person HITMC conferences with a mixture of presentations, panels and we even held an unconference each day.
The panel discussions have always been a highlight at HITMC events, and the two that we held during the virtual event were no exception. Given the overall theme, we brought together 2 panels of experts to talk about working with marketing agencies during and post pandemic.
Both panels revolved around an acknowledged reality – when times get tough, marketing budgets shrink, and one of the first cuts to be made are contracts with external marketing/PR agencies. But should that be the case? Can agencies help healthcare organizations and companies navigate a crisis more adeptly or more importantly can they help accelerate the recovery?
The first panel was hosted by John Lynn and included a group of 5 agency experts:
Erin Wabol from Agency Ten22- Jennifer Jennings from Anderson Interactive
- Chintan Shah from KNB Communications
- Dan Dunlop from Jennings
The second panel was hosted by yours truly and included the following experts:
- Joel Cessna from Eruptr
- Scott Collins from Aria Marketing
- Melanie Hilliard from Clarity Quest
- Marnie Hayutin from Hayutin Creative
Agencies Bring Valuable Perspective
Collins made a very strong case for keeping your agency when he commented about how important it is to have a wide perspective during an extended crisis like COVID-19. People become myopic and focus only on what’s immediately in front of them when a disaster/downturn strikes. Although this can help an organization survive day-to-day, it does lead to missed opportunities.
Having a third-party who is constantly scanning the landscape allows you to focus on immediate needs while your agency partner looks for places where you can fill market gaps.
“It boils down to knowing the industry, knowing the issues, and knowing the language of the industry in order to help your clients succeed,” says our prez Scott Collins #HITMC
— Aria Marketing (@AriaMarketing) May 13, 2020
One example is PR. Media outlets can only cover so much of the crisis before their audiences tired of the constant barrage of crisis-related news. They need other stories. An agency can help organizations capitalize on those opportunities because of their strong relationship with media outlets. They can get organizational leaders quoted in articles which can be significant when all eyes are on the news.
“While it’s all COVID, all the time,” staying alert to the right COVID-19 topics at the right time is critical, Scott Collins of @AriaMarketing says. #HITMC
— Jeni Williams (@EditorJeni) May 13, 2020
Another example is the subtle shift that PR professionals are seeing from healthcare providers. During the COVID-19 crisis, smart providers are reaching out to their communities to reassure them that their facilities are safe. This is important for patients who may otherwise forgo needed care out of fear of catching COVID-19 in the ER. It is also a great way to reduce the fear patients may have returning to the hospital when the pandemic eases.
One shift PR professionals are seeing among hospitals: a move toward service line promotion. Important to keep consumers’ fears about returning to a hospital in mind while crafting messaging #HITMC
— Jeni Williams (@EditorJeni) May 13, 2020
Working with an Agency During a Crisis
But how can you work effectively with an agency during a crisis? Dunlop stressed the need to have a process in place that include weekly touch points and constant communication.
What’s your number one tip for working remotely with team and/or clients —> Make sure you have a process in place to continue to keep your weekly touch points and communications going. @dandunlop #HITMC
— Healthcare and IT Marketing Community (@HITMarketingPR) May 12, 2020
Jennings echoed that sentiment, especially the value of having a regular recurring meeting to keep projects moving forward.
#HITMC “Having that recurring meeting focused on keeping projects moving makes a difference” — PR pro @Jen_Jennings, on working remotely with clients. #healthIT #communications
— Innsena Communications (@InnsenaComms) May 12, 2020
Shah summed it up nicely with his comment about holding your agency partner to the same standard you did before the crisis hit. Essentially, Shah was encouraging Virtual HITMC attendees to lean on their agency partners during a crisis and rely on the strong relationship.
Pro tip: Don’t expect less from your agency during this time. Great point from @chints2 as you navigate your relationship with an agency during this challenging time #HITMC
— Healthcare and IT Marketing Community (@HITMarketingPR) May 12, 2020
Other Great Advice
During the panels there many valuable strategies and ideas that were shared. One of my favorite pieces of advice came via Hayutin about ending the practice of generating content through a committee. There is a reason for the “too many cooks” adage. You can’t have a group of 5 authors each with competing agendas try to write a short article. It just doesn’t work.
YES!
“Companies need to stop doing content by committee,” Marnie Hayutin.#HITMC
— Jim Samuel (@jwsamuel) May 13, 2020
Panel Recordings Available
As a bonus for the HITMC Community, we are making the recordings of the panel discussions freely available. Just click on the links below, fill out your information and you can see/hear what the advice wonderful experts shared.
Panel 1: How to Thrive Working with a Remote Marketing and PR Agency
- John Lynn
- Erin Wabol from Agency Ten22
- Jennifer Jennings from Anderson Interactive
- Chintan Shah from KNB Communications
- Dan Dunlop from Jennings
Panel 2: How can an Agency Help During the Crisis?
- Colin Hung
- Joel Cessna from Eruptor
- Scott Collins from Aria Marketing
- Melanie Hilliard from Clarity Quest
- Marnie Hayutin from Hayutin Creative
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