A few weeks ago, I was in Massachusetts visiting a sick family member. This is the area where I began my healthcare sales career back in 1983, and I had a great time remembering those early days. I was a sales manager at a ComputerLand, kind of an old version of BestBuy. One of my [...]
Social media offers the promise of far-reaching, online exposure at a relatively low cost. And today in healthcare B2B marketing, having a social media program as part as your overall promotional efforts is now more likely the norm than the differentiator. But there are companies that rush into social media marketing programs without a true [...]
Looking to get more out of Twitter? Avid users and newcomers alike can easily expand their industry knowledge, stay on top of the latest trends and monitor best practices − all by following the right mix of associations, pundits and experts. Here’s a brief guide to get you started:
Healthcare Information and Management Systems Society (@HIMSS). [...]
This Q&A is from our conversation with Jim Riley, vice president sales and marketing at Capario. We asked him to share his thoughts on the healthcare company’s recent rebranding initiative, which spanned everything from a new corporate name, logo and tagline to a new Web site, collateral materials and a comprehensive public relations campaign.
Q: Why [...]
Twitter has undoubtedly been a hot topic for quite a few months now. We know hospitals for example have been twittering during surgeries and other organizations like HIMSS have been using it to publicize Web content and upcoming events. But, what’s in it for you as a healthcare IT vendor?
The value of business-to-business and business-to-consumer [...]
Naming a new product or company is a tricky endeavor, but when done right it can make you stand out from the rest. When done wrong, however, it can result in your company or product blending in with everything else in its category.
Further adding to the complexity of this process, estimates show that an average [...]
I’ve been reflecting on Michael Jackson amid the deluge of media coverage that started last Thursday. I’ve talked about his life with my colleagues—many of whom weren’t even born when Michael hit stride. So, my version of the Michael Jackson brand represents a sum of experiences that spans nearly 40 years, and includes the young, [...]
Anthony Guerra, Editor-in-Chief for Healthcare Informatics, provides some solid tips on working more effectively with the media.
Selling is selling, and we’re all selling something. For me, I’m selling my audience, knowledge of the industry and professionalism when I try to get a healthcare CIO on the phone. I’m selling the fact that I know [...]
While the differences between B2B and B2C marketing are many - from the length of the sales cycle to the motivations of the buyer – the fundamentals are still the same. Successful marketers in either category must define their audience, hone their key messages and focus on what makes them unique.
In other words, B2B and B2C [...]
As is the so often the case, B2B differs from B2C yet again. This time, with social media drivers. Like B2C, B2B companies need to exploit social media vehicles to generate Web traffic and product demand. And like B2C, B2B companies need to exploit social media vehicles to boost page ranking within search engines. But [...]