INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

How To Reach Healthcare IT Customers (video)

March 06,2020 | BY: Kristin Jones

Healthcare, especially working with IT companies that serve the healthcare industry, has been one of my specialty fields for years. Through more than decade of experience working with a variety of businesses that serve healthcare providers and organizations, we’ve learned a few things about how to reach the unique target audiences within healthcare.

In particular, healthcare IT companies need to understand the decision-making process of CIOs, as well as how IT impacts multiple aspects of healthcare, from patient outcomes to revenue streams.

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Topics: Healthcare Marketing

Lessons From 15 Years: Use Surveys & Original Research To Fuel Content

January 30,2020 | BY: Kristin Jones

When you are trying to cut through the clutter of an exponentially expanding amount of online content, it has to be great (as I talked about in my last lesson). One way of making your content great is to base it on original research.

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Topics: Healthcare Marketing, Surveys, Marketing Lessons, Content Strategy, Education marketing, Client Success Stories

Lessons From 15 Years: Successful Marketing Relies On Great Content

January 23,2020 | BY: Kristin Jones

 

Any good integrated marketing and PR program is built on a foundation of planning, strategy and interdepartmental collaboration. But the bricks, steel, windows and doors that make up the structure the world sees are composed of content.

Content is essential, whether you are talking about basic website text on the homepage and in FAQs, downloadable whitepapers, reports, and other resources, or blog posts, bylined articles contributed to industry media, social media updates, or even videos and infographics and other images. Content matters.

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Topics: SEO, Healthcare Marketing, Content Creation, Marketing Lessons, Life Sciences, Integrated Marketing & PR, Education marketing, Client Success Stories

Lessons From 15 Years Of Marketing: Integrate Marketing & PR To Reach Healthcare IT Decision-Makers

September 10,2019 | BY: Kristin Jones

In my last two articles in this series of lessons in marketing, I’ve talked about the importance of trust when dealing with finances and money, and the importance of understanding the science when marketing in the life sciences industry. Healthcare IT is another field in which decisions are made slowly, based on data and authority.

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Topics: Healthcare Marketing, Campaign Planning, Marketing Lessons

3 Marketing Benefits of Personalized Healthcare Communications

June 18,2019 | BY: Kristin Jones

Healthcare marketing has traditionally been dominated by two approaches: awareness campaigns on billboards, print media and broadcast; and general educational material, first as magazines, and now in electronic newsletters, blogs and websites. All of it is focused on a broad audience.

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Topics: Content, Personalization, Healthcare Marketing

Client Success: Complete Content Packages Fuel West Marketing Strategy

March 26,2019 | BY: Kristin Jones

The philosophy we subscribe to at JONES, and have been able to bring to fruition for some of our most successful clients, is the idea that everything you do in marketing and public relations is connected. And it should all be pointing, ultimately, toward bringing in leads and closing deals.

Our client West Corporation has successfully done just that with its healthcare communications and patient engagement technology department, working with us to take communications strategies from concepts through research, writing and design, promotion, and inbound lead generation all the way to finalized sales that

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Topics: Public Relations, Content, Healthcare Marketing, Campaign Planning, Surveys, Integrated Marketing & PR, Client Success Stories

Our Most-Read Posts Of 2018

December 27,2018 | BY: Kristin Jones

With 2018 winding down and 2019 about to kick into high gear, it’s a great time to do a little research, learning and goal setting for the next year. If you are like me, each year you set a resolution to spend more time learning things that I can apply to my life — my health, my family and my job.

But there is only so much time available and there is SO MUCH out there to read, watch and listen to. How to choose?

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Topics: Branding, Calls-to-action, Healthcare Marketing

Client Success: QPS Making Mark in Biotech, Pharma Industry

November 30,2018 | BY: Kristin Jones

I want to personally congratulate our new biotech/pharmaceutical client QPS on the expansion of its U.S.-based Phase I clinical trial capabilities to support the growing needs of its pharmaceutical, biotechnology and CRO (contract research organization) partners.

To fill their drug pipelines, large pharmaceutical and biotechnology companies are buying promising drug compounds that have been developed by small biotech companies up to the point of candidate nomination. These promising compounds then become candidate drugs that the large companies put through rigorous testing and analysis before potentially being reviewed and assessed for approval by the FDA.

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Topics: Public Relations, Healthcare Marketing, Life Sciences, Client Success Stories

Repurposing Content Across Channels: 5 Ways To Use Survey Data

November 08,2018 | BY: Kristin Jones

Original data provides an authoritative underpinning for the most compelling stories marketers tell. While the story is essential, when it is backed up by research that provides guidelines for solving problems, the combination is twice as strong. So you want to get the most mileage possible from the data and the stories it tells.

Too often, marketers fall short in their use of surveys, however.

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Topics: Content, Healthcare Marketing, Campaign Planning, Surveys, Client Success Stories

Focus Healthcare IT Marketing On Helping Providers Help Their Patients

September 11,2018 | BY: Kristin Jones

Healthcare is changing, and how healthcare providers and hospitals approach marketing, is changing along the way.

Those changes in how healthcare is chosen, provided and paid for opens opportunities for healthcare IT companies to step up and assist their customers by changing their own marketing approach to one that provides information and guidance, not just a sales push.

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Topics: Content, Personalization, Healthcare Marketing

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