INBOUND ACCELERATOR

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 (now Intrado) 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

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?

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.

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.

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.

When we asked healthcare providers about their most successful social media channel, more than half pointed to Facebook, likely due to its position as the social media platform that reaches the most American consumers of all ages.

Healthcare is one industry that straddles the line between tradition and new technology when it comes to marketing. While social media now tops the list for how healthcare marketers distribute content to reach new and existing patients, more traditional formats such as print magazines remain an important part of many marketing strategies.

Brand awareness, patient loyalty and patient engagement are the top goals healthcare marketers are working achieve with their content, along with addressing the need to optimize content for search.

Facebook Groups provide businesses, including healthcare providers, with a vehicle for creating communities within their social media environment where followers, customers or patients can connect with others who have shared interests or experiences. (More on getting started with Facebook Groups here.)

If your strategy isn’t written down, is it really a plan? How closely will you—or the rest of the team involved in carrying that strategy out — follow the plan without documentation to refer to?