Keeping You Up to Speed

5 Steps to use Gifs in Healthcare Marketing Effectively

#WeAreKNB Series: Theresa Persico

The healthcare world changes, evolves, and develops. It has many sectors and angles, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional.

We Asked 7 Health IT Communications Pros: Would You Share Your Personal Health Data?

As a full-service health tech PR and marketing agency, we run into the issue of personal health information (PHI) a lot!  We see how our clients use it; we understand the risks of sharing it, as well as the potential benefits.  We asked 7 of our top health IT communications pros to answer this question:

Complete Guide to Using Memes in Healthcare Marketing

There is definitely an opportunity for brands to leverage meme culture -- even in healthcare marketing.  Memes are fun and trendy and easily gain traction, leading to more impressions, engagement, and traffic.  Their use by brands is becoming more mainstream as healthcare marketers recognize the power of memes to reach their audience.  However, there are some caveats:

How to Write a Winning B2B Healthcare Awards Submission

As a full-service marketing and PR agency specializing in health tech, we have written literally hundreds of award submissions for our healthcare, dental, and healthIT clients over our 20 years in business. Applying to win awards can be expensive and time-consuming, so you need to maximize your chances of winning so your investment is worth it.  Here are our top tips for giving you the highest success rate when submitting for healthcare awards, particularly in the B2B space.  

Top 5 Free Tips for Health IT Inbound Marketers Looking to Increase SEO

Marketing budgets in the healthcare industry are not known to be robust. Healthcare marketers must constantly prioritize efforts.  While inbound marketing can be labor intensive and can take awhile to build momentum, it can also be cost-effective and highly fruitful.  We recommend inbound marketing as a strategy for many of our health tech clients. Inbound marketing is all about attracting leads via creating useful content rather than with traditional promotional methods.  

#WeAreKNB Series: Jemma Roche

The healthcare world changes, evolves, and develops. It has many sectors and angles, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional.

Pros of Hiring a PR & Marketing Agency Over In-House for your Health IT Company

When choosing how to invest in marketing your health IT business, you have two main options: (1) hiring a marketing agency/PR firm or (2) hiring a team of in-house marketers and PR employees. It is important to make the best choice for your healthcare company. Here are several considerations.  If they resonate with you, it probably makes more sense to hire a marketing agency over in-house.

#WeAreKNB Series: Paul Purvis

The healthcare world changes, evolves, and develops. It has many sectors and angles to be seen from, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional.

Inbound or CMWorld This September: Which One Should You Attend?

Nearly every year, marketers from all industries are struck with the trying dilemma of choosing between two of the best conferences for marketers in the country: CMWorld and Inbound. Both conferences occur annually and bring in a plethora of well known speakers, workshops, and some of the brightest minds in marketing today. Both events are amazing opportunities for marketers to update themselves on the industry and refresh their company with new marketing strategies that are used by experts in the field. There is just one problem--they both fall on the same exact day, September 3-6, 2019. This faces marketers with the ultimate decision: which one should they attend? 

How To Utilize Facebook For Marketing Your Healthcare/Health IT Company

In a world driven by social media, it is important to develop a cohesive and consistent brand for your company in order to establish yourself as a reliable leader in the industry and build strong relationships with customers. While Twitter and Instagram are both popular marketing channels right now, Facebook is one of the most prominent social media platforms in our day and age and proves to be an extremely useful tool for businesses to gain exposure. However, the platform often goes untouched by many companies. With Americans spending an average of 58 minutes on Facebook per day, the app provides mass potential to market to users. However, building a brand on any social media platform does not happen overnight, but it takes attentiveness and dedication. We came up with a few tips to help you build a brand on Facebook for your healthcare/health IT business. 

Top 5 Traits of a Healthcare Influencer

Today anyone with a social media account and an eye for design or a mind full of opinions can be an influencer. That’s just the truth about influencer culture. A little creativity and a smartphone is sometimes all it takes to inspire an audience.

How To Grow Your Healthcare Company's Brand on Social Media

Creating a brand for your company on social media can take some dedication, but with all the amazing opportunities that social media is providing for healthcare and healthIT businesses in terms of communication and marketing, you simply cannot pass up an chance to grow your brand any longer. So, here are our tips for how to grow your healthcare company's brand on social media. 

KNB's Tips For Fostering A Healthy Work Environment

It might seem like it does not matter, but your work environment plays a huge role in your mental health and ability to perform at your job every day. It dictates whether you will wake up feeling happy about the day ahead of you and ready to go to work, but this element of a career often gets pushed under the rug. 

KNB's Healthcare Hashtag Heroes

 

#Back2Basics: Fundamental Twitter Tips For Healthcare Companies

It is no secret that Twitter is the cardinal social media platform of healthcare marketing. It is also no secret that using it properly can be extremely effective in both establishing and building yourself in the industry. Here are some basic and simplified guidelines for sticking to the status quo while tweeting for healthcare, because foundation is key.

Top 4 Qualities of a Successful Healthcare Marketing Manager

Many people want to be successful in the exciting and quick-paced marketing world, but it takes a special person to really break boundaries and fit the role. We asked several successful marketing managers what they discovered are the most important traits to making it in the field, and compiled a guide to expanding your opportunities for growth in your healthcare marketing career.  

#WeAreKNB Series: Heather Kerr

The healthcare world changes, evolves, and develops. It has many sectors and angles to be seen from, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional.

Dominate the Healthcare Tradeshow Without a Booth

  In this day and age of social media, it is easy to get an accurate idea of what happened at an event from the comfort of your couch. Whether it’s live tweets or IG Stories you follow, with the power of social media we as marketers have found ourselves presented with an opportunity unlike anything we’ve seen before. In this article, we will explain how a healthcare company can create an impactful presence at an event without making a large investment in a booth. Instead, they can dominate the conference from their computer or smartphone. We'll show you the strategic steps and share some of our results. Let's take it by platform.

How To Go The Extra Mile In A Competitive Healthcare World

As individuals who are passionate about the healthcare world and all that it has to offer, we all know how fast it evolves. We always take pride in this industry trait, as it is part of the reason why healthcare/ health tech intrigues us every day. Despite the ever-changing market, there is still one thing about businesses that must remain steady and constant at all times--and this is the way companies treat their customers. Customer relationships are the backbone of any successful business, and are especially important in healthcare where a level of trust and comfort is extremely valued. Here is how to meet your goal of going the extra mile for your customers and continue to build strong and lasting relationships for your company: 

A  Simple Guide to Understanding Blockchain in Healthcare

Blockchain is taking the world by storm and is garnering a lot of interest in the healthcare industry. Yet, this data storing and validation approach remains a concept that even some of the brightest of minds have trouble wrapping their heads around. With the recent publication of the Biannual Blockchain in Healthcare Report, even more, professionals are abuzz with excitement but are still confused about the concept of blockchain and its applications in healthcare. However, we think anyone with a little time can come to grasp blockchain and hopefully communicate its value (and pitfalls) in the healthcare community.  Not convinced? Remember: the concept of the Internet was just as confusing in 1994 as blockchain is now. Look how far we’ve come?  Here’s KNB’s guide to understanding blockchain in healthcare.  1. What is a blockchain? A blockchain is a potentially infinite list of records. Each record is called a “block”. These blocks store information about transactions or anything that has value - like personal information. This list of what many call “a digital ledger” is anonymous, immutable, decentralized, and encrypted.  This list of blocks keeps growing and growing, with no record ever being able to be erased once it was added. Each block is linked to the last one using cryptography. The most fascinating aspect of blockchain is the fact that no records can be modified once they have been added to the chain, and will remain exactly how they were added, forever. Each block is given a unique code or "hash" so it can be linked to the previous block. 2. What does a blockchain look like? A blockchain is not a physical thing, but it is a concept for storing data. However, there are many visual representations that can make conceptualizing Blockchain easier. You can think of a blockchain as rings of physical blocks, like the picture shown below. Each ring contains all of the blocks from each specific day. Each individual block can be accessed to view records or transactions, and each block is attached to the last one.  

"Patriotic Marketing" for the Fourth of July - Is It a Good Fit For Your Healthcare Company?

With the Fourth of July approaching, most people are excited to grill hamburgers, play lawn games, and pull out their favorite American Flag T-shirts. But for many companies, the Fourth means engaging in "patriotic marketing." You may not even notice when patriotic marketing is being implemented into campaigns, but many companies see significant results in capitalizing on traditional American idealism. So, would patriotic marketing be a good tactic for your business?  What is Patriotic Marketing? Patriotic marketing is any marketing tactic that fosters a sense of American national pride. This type of marketing can range from changing the packaging of your product to reflect an American theme, to providing donations to U.S. Veterans. Overall, it is a widely used marketing technique because it creates a sense of loyalty with American customers, and a level of trust and unity between the company and the customer. Businesses have been capitalizing on these relationships, built from national pride, for years. When it comes to healthcare, however, there is a specific patriotic marketing trend that is extremely successful, and this is the promotion of safety.  Patriotic Marketing in The Healthcare Industry  Patriotic marketing in healthcare can be extremely successful when executed correctly. B2B healthcare marketers must be careful to leave any semblance of politics out of their messaging.  Our suggestion:  Providing helpful safety tips proves to be the best patriotic marketing technique when it comes to the healthcare industry. Like with any marketing campaign, the end goal is to show your company shares core, unifying values so that people can feel connected with your business.  What could be more universally appreciated than keeping loved ones safe?    An example of patriotism being utilized in marketing is an article uploaded prior to the Fourth of July by the American Veterinary Medical Association that promotes safety precautions for pets with the upcoming holiday. You can access the article by clicking here.  In addition, a blog post titled, "Fourth of July Made Fun and Safer with EWG" by EWG, a non profit company dedicated to health research and education in all of its forms delineates effective patriotic marketing from a healthcare point of view. The article is a detailed outline of healthy habits when celebrating the holiday, from what foods to buy, to what beaches and other bodies of water are safe to swim in. Each tip has links to previous EWG articles as references.  Even though these Fourth of July marketing efforts didn't include stars and stripes or scenic American views, the technique was still evident and it spoke volumes. The desire to protect the health and well-being of Americans--and their pets-- is the patriotic marketing strategy that really works for healthcare organizations. Both of these articles were successful in promoting safety and strengthening their own credibility simultaneously. They were able to portray themselves as companies that look out for their fellow American citizens.  So, is patriotic marketing around the Fourth of July a good fit for you and your healthcare company? This is something that you will need to assess in regards to your own organization. However, at KNB we feel that patriotic marketing, when used correctly and with integrity, can really take a marketing campaign to whole new levels. With the upcoming holiday, why not pay a little more attention to the patriotic marketing efforts of other companies, and think about how you could possibly implement your own? Have a fun, and safe, Fourth of July from the team at KNB Communications. 

Sync Up Your Slumber: 3 New Technologies Designed to Improve Your Sleeping Habits

There have been many advancements in technology that hold great potential to improve the quality of the average Americans sleep habits. Here are three new innovations in the healthcare-tech world that have a chance to enhance our rest rather than hinder it- batteries not included.

Healthcare Professionals: Are You Paying Enough Attention to Cybersecurity?

There has been a lot of talk about cybersecurity, and all the buzz is definitely for good reason. As the cyber world becomes more immediate in our everyday lives, threats and the risk of hackers accessing private information grow as well. The possibility of businesses experiencing cyber attacks is a heavy burden for the healthcare industry to bear. Countless individuals are at risk of having their private health information stolen or even leaked. Thus, the topic of cybersecurity has grown across all sectors especially those dealing directly with data. Read on and learn how YOU can be more prepared and communicate the importance of cybersecurity with your team.

End of Summer/Fall Edition: 3 Highly Specific Conferences for Healthcare Professionals

There is one thing that never ceases in the healthcare industry, and that is the magnitude of new information to be absorbed and connections to be created and kept. This is the backbone of healthcare and the reason why it is able to develop and evolve before our eyes. There is no better way to foster growth in the healthcare world and stimulate your own business than attending conferences geared specifically towards your area of profession in the industry.   Earlier in the year, we published 3 Highly Specific Spring Conferences for Healthcare Professionals to provide a head start on conferences for the year. As we move into summer, it is important to continue to stay on top of upcoming events that could be important for you to attend. Here are 3 Highly Specific End of Summer/Fall Conferences for Healthcare Professionals:

#WeAreKNB Series: Beth Cooper

The healthcare world changes, evolves, and develops. It has many sectors and angles to be seen from, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional. Our monthly newsletter segment called #WeAreKNB gives you a closer look into who each of us are as a team, and allows you take a look at the faces behind the hard work of KNB Communications. A variety of different perspectives is an asset that we value, and we are excited to show you who we are and why we love what we do. We are individuals, we are a team, #WeAreKNB. Wanna keep up? Sign up for our monthly KNB HealthBeat Newsletter here! 

3 Books on Healthcare Trends to Check Out this Summer

Whether you are catching up on healthcare events on the train to work or looking for something stimulating to flip through on vacation, these 3 books will keep you informed on the latest healthcare trends.

How to Stay Updated in the Fast-Paced Health Tech World

In the ever-changing health tech industry, it almost seems as if there is never a second to catch your breath. Even for healthcare professionals, it can be hard to keep on top of rapidly evolving trends, solutions, and findings that erupt in the health tech world so quickly. Not letting these updates creep up on you without your knowledge and taking advantage of new opportunities is integral to sustaining a successful business in the health tech industry, as the loyalty and trust from customers means absolutely everything in this market. We came up with a few ways you can stay updated in the fast-paced health tech world.

The Importance of An Email Marketing Strategy For B2B Healthcare Startups and SMBs

In the healthcare space, there is always something going on. If you have ever joined a Twitter chat or participated in a webinar, you’ve learned that digital healthcare is a very passionate space where everyone has something of great value to share.

2 More Ways Artificial Intelligence Will Impact Healthcare

Back in March, we posted an article on the technological advancements seen in AI in the world of healthcare. These developments ranged from groundbreaking advancements in radiology imaging to more efficient methods of documenting medical records. In the past two months alone, AI has quickly become a resource in many other realms of healthcare. The concept's quick growth in both success rate and innovation have made AI a hot topic in the health tech community.

#WeAreKNB Series: Yuliya Kutuzava

KNB Communications has a new segment on our monthly newsletter to give you a closer look into who we are as a team. Interests, hobbies and all, we want to show you that we are people that you will always be able to connect and relate to. We are people that will work hard for your success. #WeAreKNB. Wanna keep up? Sign up for our monthly KNB HealthBeat Newsletter here! 

Productivity Hacks for Healthcare PR & Marketing Pros

The healthcare communications space poses it's fair share of challenges just as much as it presents solutions and opportunities. It's no wonder the us pros are so driven and passionate about what we do! This passion can also ask a lot from us -- causing us to perhaps take on multi-tasking and take in a lot of coffee. This is why it is important to have a few tricks up your sleeve to help handle the day-to-day and preserve a bit of sanity.  Keep your phone on do not disturb.  Shut off all unnecessary notifications.  Even if you are on your phone quite a bit, you’re not being distracted while focusing on a certain task.  Most phones have a setting where you can select contacts who can get through even when your phone is on silent -- just be sure to keep the list short. (This is not to say that mobile phone use doesn't have a place in the office.) 

5 Healthcare Marketing Tactics & Tidbits You Want to Know

As the healthcare industry steadily climbs the digital incline in 2019, leveraging various different marketing strategies could make all the difference for healthcare companies. Here are 5 healthcare marketing strategies that may come in handy this year: 1. Keep Search Engines in Mind

Why Utilizing Twitter is the Key to Improving your Healthcare Business's Customer Experience

The Twitter that we all know and love has come a long way from where it was when it was created in 2006. Starting off as a mere social platform, Twitter used to be an area where people could post about what occurred throughout their day or what kind of food they were making for dinner.

#WeAreKNB Series: Chintan Shah

KNB Communications will be beginning a new segment on our monthly newsletter to give you a closer look into who we are as a team. Interests, hobbies and all, we want to show you that we are people that you will always be able to connect and relate to. We are people that will work hard for your success. #WeAreKNB.  Wanna keep up? Sign up for our monthly KNB HealthBeat Newsletter here! 

4 Ways You Can Achieve a Better Work-Life Balance

 

Why Augmented Reality is Changing the Healthcare Market as We Speak

Augmented Reality (AR) is a technological advancement that has been successful in enhancing and refining many different industries for a number of years now. The technology, which can add interactive elements to our perception of the real world, is extremely versatile. It’s made already advancements in video games, the automotive industry, and most importantly, the healthcare industry.

3 Highly Specific Spring 2019 Conferences for Healthcare Professionals

With the healthcare industry rapidly growing before our eyes, it is extremely important to keep up with the new developments and trends that are constantly erupting in this ever-changing market. But it is almost impossible to be successful in such a fast-paced business environment on your own, which is why learning from others and creating relationships with other business professionals is your most important key to success. Attending a few major healthcare events in 2019 will allow your company to learn from experienced professionals, understand the behavior your organization’s market on a new level, and make meaningful and lasting connections with other individuals who share the same goals as you. For those looking to step out of the box and experience something outside the ordinary realm of healthcare events, here are three great connection-building healthcare conferences that you might not have heard of, but should think about attending in 2019

4 Ways Artificial Intelligence will Impact Healthcare

Artificial intelligence (AI) plays a powerful role in almost every area of our lives. From smartphones, online advertising, navigation, travel, banking and smart home devices --AI is in every industry, including healthcare.

The Biggest Themes of HIMSS 2019 Indicate Major Shifts in the Healthcare Industry

With the conclusion of the HIMSS conference, the expectations and predictions for 2019 have become very clear. Patients remain the primary concern and focus for providers, payers, pharma and vendors. The exploration of artificial intelligence into all aspects of healthcare data is growing. Data interoperability continues to improve and is driving many of the decisions that technology companies make as the shift in healthcare moves from the use of legacy technology and traditional approaches to patient relationships toward greater technological advancement, patient-oriented practices, and fluid data exchange.

8 Parties & Events You Must Attend at HIMSS 2019

HIMSS 2019 is gearing up to be the largest healthcare event of the year with over 45,000 attendees and 1,450 exhibitors across the healthcare and technology space. I’m sure you’ll be bouncing about between voice technology breakout sessions, machine learning & AI lunch and learns, and listening to one of the eight fantastic keynotes. Hopefully, you can take some time to enjoy and meet new people at these 8 must-attend parties at HIMSS 2019 (plus one exclusive VIP dinner). 

A #MeToo Call-to-Action for Healthcare Marketers

Gillette recently released a short film entitled “We Believe: The Best Men Can Be” which invited men to be positive role models for boys within the current #MeToo climate.

6 Behaviors on Social Media to Help Your Content Go Viral

Recently, a photo of an egg went viral and became the most-liked post ever on Instagram, replacing Kylie Jenner’s baby announcement as the previous title holder.  The egg has over 45 million likes at the time of publication, versus Jenner’s 18.5 million.

What to Include in Your Healthcare PR & Marketing Brainstorming Kit

Healthcare marketers and public relations professionals are increasingly pressed to come up with creative ideas to engage their target. Maybe they need to think of an unexpected giveaway for a healthcare trade show, new product name, or tell their client’s story in a new and interesting way.  They may want to send out an interesting direct mailer for doctors or come up with an innovative campaign that will reach hospital CIO’s. They may need to take a technical concept and break it down into bite-sized pieces for media. How do healthcare marketers and PR pros come up with their great ideas?  We brainstorm, of course.

Our 4 Predictions for Healthcare Marketing Trends in 2019, plus actionable tips

1.  More attention to SEO (Search Engine Optimization) People are spending more and more time on the internet, including your competition. It is more important than ever that healthcare companies pay attention to their SEO efforts.  Our top suggestion: posting new content chock full of keywords as frequently as your resources permit. Check out our case study on what a blog did one site’s traffic.    

5 reasons why your healthcare company must be on Google My Business

Listing your business with Google My Business is kind of like making sure you’re listed in the phone book.  Your business listing will show up when people search for your business (or businesses like yours) on Google Search as well as when they search on Google Maps. A Google My Business listing is dynamic and lets you post updates to showcase what’s new, respond to reviews to build loyalty, and add photos to highlight your healthcare company’s unique value proposition. There are so many reasons

Don't Do These 6 Things on Your Business Instagram!

More and more businesses, including healthcare companies, are creating business Instagram accounts.  It makes a lot of sense from a marketing perspective, but it has to be done right in order to be effective.  Here are some of the top mistakes I see businesses make on Instagram:

Top Three Digital Marketing Mistakes

In a world going increasingly digital, we must learn the best strategies to market and publicize our brands quickly. But how do we know what works? Through research and our own personal process of trial and error, here are the three greatest mistakes that businesses make while pursuing digital marketing for their business.

Definitive Guide to the Parties at INBOUND18

Here’s the definitive (albeit clearly unofficial) guide to what parties and meet ups are happening during INBOUND 18 in Boston, as well as our advice on which events are the best, for what.

How to Promote Your Healthcare Brand through Social Media

With the increasing popularity of social media, businesses are in far greater competition vying for consumers’ attention. But what truly are the best practices to promote your healthcare brand across social media? While there are many strategies , the best practices in doing so include generating valuable and shareable content, practicing customer service, and developing your own authentic and honest voice.

3 Tips for Finding the Right Agency for your Healthcare Business

Businesses are always looking for growth, but it has become increasingly difficult to find optimal ways to market your healthcare company and gain new clients. In order to succeed despite increased competition and innovation in the marketplace, healthcare businesses must continually devise new and effective strategies to engage their target audiences and delight existing clients.

Listen to your Customers: The Importance of Social Media Listening

Social media listening is an important skillset for any business because it encourages the business to both engage and empathize with the audience.

5 Free Things Healthcare Marketers Can Do Right Now to Improve their Web Site’s Search Engine Rankings (With Helpful Links)

You’re a savvy healthcare marketer, and you know that SEO makes a big difference in helping the right people find your web site. Here are a few things you can do, right now, for free, to help you improve your web site’s search engine ranking.

Healthcare Communicators Need the PESO Model

Touted by PR pros, the PESO model is an integrative approach to PR that helps us visualize and advance both brand and business goals. By combining four pillars of media (paid, earned, shared and owned), PESO merges the best parts of each to form a strategy that gives you the most bang for your buck. Having the PESO model in your marketing arsenal allows you to: Amplify Your Message Expand Your Reach Use all Tools and Channels at Your Disposal Demonstrate Value Build Relationships

KNB Communications  is Now a HubSpot Certified Agency Partner

It’s official! KNB Communications is an Agency Partner with HubSpot, the world’s leading inbound marketing and sales platform. HubSpot works hand-in-hand with Agency Partners to grow businesses via inbound software, services, and marketing automation support.

KNB’s 5 Things You Must Do in New Orleans During HITMC

As a proud sponsor of this wonderful community, we would like to welcome you to HITMC!  Here are our top five picks of things to do while you are here in the Big Easy. For more hot tips of what to do while in town, follow us on Twitter or use our hashtag, #KNBLeads.

Be heard and seen at #HIMSS18 - with #KNBLeads

One of the main reasons that companies exhibit at HIMSS is to be heard and seen within the healthcare community.  But, with 1350 exhibitors in attendance, how can a brand cut through the noise?

8 Best Practices in PR

Whether you have been practicing PR for years or want to pick up some tips to expand your communications and marketing efforts, here are eight best practices in PR that are the foundation of any successful program.

Are You Telling Your Story or Just Sharing Information?

One of the eternal challenges in marketing communications is how to craft an introduction, or “pitch,” that captures a journalist’s attention. Whether a client wants coverage in a niche trade publication, the Financial Times, or on CNBC, the difference between success and failure for PR pros usually hinges on how good they are at telling the client’s story.

Tapping Podcasting’s Potential

Recently on a CNBC Squawk Box segment dubbed “Business behind Podcasts,” the co-founder and CEO of podcast companyGimlet Media, Alex Blumberg, was singing the praises of the medium.

What a Blog Did for a Web Site’s Traffic in a Month: 1 Graph Says It All

Blogs increase SEO rankings.  Search engines love valuable content.  Generating a fresh stream of industry thought leadership via blogging peppers more important keywords throughout your web site, and search engines reward that.  

The Do’s and Don’ts: In-Person Networking for Social Media Etiquette in Healthcare

Social media is all online, so you can grow your network all online, right?  Of course not!  But you knew that.    

3 Ways Amazon’s Purchase of Whole Foods Could Impact Health and Wellness

1.  Potential move toward pharmacy services and on-demand drug deliveries

Top 5 Reasons You Should be Using Twitter for Healthcare Marketing

5.  Reach a broad audience A lot of people are on Twitter.  Like, a lot.  And that number is still on the rise.  Currently, Twitter has 328 million monthly active users (up 9 million from the previous quarter).  And, as of 2016, 29.2% of U.S. social media users were on Twitter.  

What’s On Your Reading List? Why it matters

Summer reads are all the rage right now! As many people welcome the warmer temps it’s not uncommon to think about devoting time and attention to a good read.      But a “good” read does not need to wait until the summer. In fact, it shouldn’t.

Boilerplate Language: The Bane of a News Release

We’ve all seen phrases like “the leading agency and digital media network dedicated to (blank),” “(Blank) is pleased to announce…,” “the pioneering leader in global (blank),” and “a leading financial news and information portal for (blank).” But in a news release meant to capture the media’s fleeting attention, one of these phrases may have the opposite effect. 

Optimizing Your Trade Show Presence Can Provide Real ROI

Trade shows are great venues for connecting with customers and prospects. They also can represent a significant marketing investment for your company. To optimize that investment, it’s important to approach your presence strategically.

How B2B Companies Benefit When Sales And Marketing Are Aligned

How B2B Companies Benefit When Sales and Marketing Are Aligned Depending on the organization, chances are the Sales and Marketing teams have been at odds with each other at one point in time or another. Certainly, both functions are critical to generating revenue for a company, although each side will claim dominance in making the most significant contribution to the financial welfare of the organization.

Time Rethink Powerpoint

As an agency, a majority of our presentations, whether new business related, customer reviews, or even internal overviews, are PowerPoint. There’s no doubt that PowerPoint has permeated the business world. In fact, according to Microsoft, there are more than 30 million PowerPoint presentations given every day.

Take Active Role Your Healthcare

Although we usually focus on the pragmatic side of marketing and communications in our weekly blog, this week, we are going to shift to a subject that we all need to take heed of: patient engagement.

Social Selling Should Be a Partnership between Sales and Marketing

The competition for customers in today’s B2B marketplace is fierce, as budgets shrink, the number of players increase, and it becomes more difficult for brands to rise above the din of product and service pitches. 

Creating C-Suite Worthy Events

No one audience is more sought after for business events than the c-suite. Aside from the prestige of their attendance, the c-suite are the ultimate decision makers within an organization. Yet, while this group of executives are the most desired by marketers, they are also the most difficult group to attract. Their schedules are usually booked for months in advance and most won’t take time from their office and customer-facing obligations – unless they’re convinced that attending an event will provide them with significant value.

Data And Analytics Not Gut Feelings Key Successful Marketing Programs

Increasingly, senior business leaders are demanding more tangible and quantifiable metrics, particularly from their marketing teams. According to a 2014 survey from the MIT Sloan Management Review in collaboration with the SAS Institute, six in 10 professionals from around the world agree there is pressure from senior management for their organization to become more data-driven and analytical. And, according to a 2014 survey from Spencer Stuart, senior marketing leaders feel that analytical orientation will become a more important skill for CMOs to possess in the future, while creativity will become less of a priority.

Video vs Text: Which Provides More Value in Communicating Your Message?

In an evolving digital age, the question among communicators is whether visual content such as video is more effective in communicating brand messages than text. A survey by Usurv revealed that, if you want visitors to your website to share and interact with your content, delivering it via video is the best way to go. Consumers are 39 percent more likely to share content if it’s delivered via video, 36 percent more likely to comment about video and 56 percent more likely to “like” it on social media.

Create Business Content That Works

Have you ever read something that you’ve had to read several times over to understand? Or figure out what you think it means?  Have you all too often, needed to refer to your e-dictionary to understand the meaning of words used in a business context?

Leveraging Target Content Marketing to Attract New Customers – and Create More PR Value

B2B companies that become frustrated with Sales’ and Marketings’ efforts to generate new customers may not have taken the time to understand who their target customer really is. It also stands to reason that, if Marketing and Sales efforts fail, PR and media efforts aren’t faring any better. Even though business content may generate a steady stream of coverage through generated content such as blogs and byline columns, if a company’s target market is not interested in what you have to say, what value does this bring? Very little. 

Extending Life Your Content Maximum Reach Impact

Most people have heard the expression, “You get what you pay for.” The deeper meaning to this adage is, when you invest in something for the long-haul – whether shoes, clothing, or household appliances, for example – you focus on things that are built to last.  The result is you’ll end up spending less money on repairs and replacements and retain things of value for a longer time. In a sense, the same is true for content.

Interoperability and Population Health

As we close out our daily blog series in support of National HIT Week, we’d like to focus on another theme highlighted this week: Interoperability and Population Health.

Expanding Access Care

Expanding access to care, another theme of this year’s National HIT Week, is a topic that has received significant press over the past few years. Healthcare reform (the Affordable Care Act) was based on the concept that every American deserves access to affordable healthcare. And, with this year being a presidential election year, it continues as a central platform among politicians. 

Highlighting Innovation Look Past And Future Challenges

With the theme “Innovation” being one of those highlighted during this year’s National HIT Week, we’d like to recall an enduring adage: “You can’t get to where you’re going until you know where you’ve been.”

HealthIT Chicks: Opening Doors for Women in Healthcare Technology

Women may comprise half the total U.S. workforce but only 25 percent of senior leadership positions in healthcare technology are filled by women. On top of that, a HIMSS studyconducted in July 2016 found that the pay gap between male and female HIT workers has actually widened over the past decade. A number of initiatives have been launched to turn these statistics around, including highlighting Women in Health IT and STEM Careers for Health among the themes of this year’s National HIT Week. 

National Hit Week Blog Kick

This week (September 26-30), KNB pays tribute to National HIT Week by recognizing the contributions of health information technology in enabling people to live healthier, happier lives. To draw attention to the cause, we’re publishing a blog post each day this week on each of this year’s themes.

Key Messaging Strategy: An Important Tool in Your Communications Toolkit

The digital age has significantly broadened our ability to reach out to a diverse audience, and forever changed the way people and companies communicate. Yet while more than 2 billion people have access to the Internet, only a select number of them will be interested in and need the products or services your company provides. So – how can you cut through the masses to effectively reach a target audience that ultimately leads to sales?

Proving PR ROI Through Multi-Touch Attribution

Proving the value of public relations in impacting and driving sales leads and conversions has been a difficult feat. Caitlin Jamali, senior research analyst at Cision Global Insights says, “Communications professionals want to be able to clearly tie their initiatives to a tangible return, but there are so many intangibles that come into play.” 

Good Writing Skills Help Your Business Run Smoother

Commit to a Culture of Clarity If you’ve ever read through business emails or other business-related content and scratched your head trying to understand what the author was really saying, you’re not alone. What’s worse is that bad writing can be destroying your company’s productivity! 

Being Grammatically Correct

In an age where the Internet and social media have created new additions to the English language vocabulary that even Merriam Webster has become resigned to (e.g. selfie, bromance, OMG, to name a few), it’s no wonder that most people continue to misuse certain “standards” that have been around for years.

If You Want to Optimize Social Media, Think Like an Anthropologist

A recent article in Harvard Business Review suggests that, if brands want to better leverage the information gleaned from social media listening to gain customer insight, they should “embrace the context offered in qualitative commentaries and don’t delegate social listening to the marketing department.” In other words, we should think like anthropologists and culturally sensitive analysts who specialize in “meaning management.” 

Want to be Successful in Business? Try Being Transparent.

Recently, an article appeared in a HIT trade publication that described how, when a CEO was asked by analysts during a quarterly earnings call why the FDA didn’t approve his company’s surgical device, he gave a non-answer. Several other analysts posed the same question but the CEO continued to be evasive. Needless to say, this company now has more pressing issues to resolve, such as regaining the trust and confidence of its stakeholders and the media. If there is a lesson to be learned here, it’s about transparency. Transparency in business has been described as an overlooked value. Indeed it is. We now live in an age where, regardless of the industry you’re in, transparency has never been more important to success. 

Choosing the Right Social Media Platform for Your Business

Since its inception as a way for individuals to connect with each other, social media has grown exponentially. Today, social media is a powerful business tool that has tremendous sway in growing an audience, engaging users and increasing revenue. Social media also has become a must-have for reputation management and a primary tool for communicating during a crisis.

Email Marketing is Here to Stay, and Getting Better

To paraphrase a famous quote, the reports of email marketing’s demise have been grossly exaggerated.

Building Effective B2B Influencer Marketing Program

More and more, B2B marketers, such as those in health and healthcare IT, are utilizing influencers as a key component of their overall marketing strategies. The reason for this is that influencers can elevate a company’s message with their own audience, and enhance social media activities.

Thought Leadership: There's More to it Than Just Buzz

When we develop strategic communications plans for our health and healthcare industry clients, thought leadership is invariably one of the strategies we recommend. And most likely, we’re not alone. 

Demise Traditional Sales Funnel Enter New Digitalsocial Sales Pipeline

What hasn't changed is that the sales funnel is a top-down process that includes awareness, interest, consideration, and purchase. What has changed, however, is that prospects are entering the funnel much later in this process thanks in part to today’s social/digital age. The way customers buy is no longer a simple path from awareness to prospect to sale, guided by a sales person, according to Ad Age.

Differentiating Goals Objectives Strategies And Tactics Key

Components Successful Strategic Plan In this day and age, it is still somewhat of a head-scratcher that many business leaders do not understand the difference between goals, objectives, strategies and tactics (GOST) when developing a strategic business plan.

Differentiating Goals, Objectives, Strategies and Tactics: Key Components of a Successful Strategic Plan

In this day and age, it is still somewhat of a head-scratcher that many business leaders do not understand the difference between goals, objectives, strategies and tactics (GOST) when developing a strategic business plan.

Influencer Marketing in Today's Social Media World

Some of us might still remember obtaining most of our information about a product or brand from advertising or promotional campaigns. But not anymore. Today, a proliferation of content, multiple social media channels and mobile communications have changed the way consumers receive information, the speed at which it is obtained, and who it is received from.

Influencer Marketing in Today's Social Media World

Some of us might still remember obtaining most of our information about a product or brand from advertising or promotional campaigns. But not anymore. Today, a proliferation of content, multiple social media channels and mobile communications have changed the way consumers receive information, the speed at which it is obtained, and who it is received from.

Demise Traditional Sales Funnel Enter New Digitalsocial Sales Pipeline

What hasn't changed is that the sales funnel is a top-down process that includes awareness, interest, consideration, and purchase. What has changed, however, is that prospects are entering the funnel much later in this process thanks in part to today’s social/digital age. The way customers buy is no longer a simple path from awareness to prospect to sale, guided by a sales person, according to Ad Age.

The HealthBlawg- Celebrating 10 Years of Ideas, Insights and Innovation

Recently, we learned from HIT “aficionado” John Lynn that his friend and colleague, David Harlow, is celebrating the 10th anniversary of his HealthBlawg. To mark the occasion, David has begun what he’s calling, “The Festschriff of the Blogosphere,” inviting other bloggers to contribute posts.

How Online Search Habits Are Evolving Technology

  While traditional online search via desktop browser has been declining over the past 10 years, digital website trends arbiter Memeburn notes that the next generation of search will rely on “far more complex and intelligent methods.” They note that evolving technologies will change not only how consumers discover products but also, the way brands connect with their presence online. Memeburn identified four search technologies that play a significant role in evolving search habits: