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W2M Helps Unpack the Potential Role of Blockchain in the Healthcare Industry with former IBM Vice President and CTO Florence Hudson

By | Blog, Healthcare, Industry

Blockchain, or, more generically, “digital ledger technology,” enables the sharing of data without a centralized authority. This technology is primarily used in finance; see Bitcoin, Etherium, et. al., but can it successfully be applied to healthcare where the security of data is paramount to patient safety? Our VP of Healthcare, Paul Snyder, recently delved into the complex world of blockchain for healthcare and the possible security threats that accompany it with Florence Hudson, founder of FDHint, LLC and a former vice president and chief technology officer for IBM, in a recent piece for the Southeastern Medical Device Association (SEMDA).

From the SEMDA blog:

“In a clinical trials scenario, imagine a distributed ledger that could synchronize a pharmaceutical manufacturer’s clinical trial development process with regulators and providers, then connect to a public blockchain for patient advocate groups to increase the number of participants in the trial. The manufacturer of course wouldn’t share proprietary details of the chemical compound(s), but it may more effectively make the trial and benefits known to the concerned community. If we can streamline the clinical trial process, we could accelerate drugs to market and improve healthcare outcomes.”

Click here to read the full blog on the SEMDA website.

Write2Market is working with SEMDA to improve awareness, member engagement and registrations for the 2019 SEMDA Medtech Conference taking place in Alpharetta, Ga., on April 8-10. Having generated multiple new healthcare practice clients and prospects through our five-year partnership with SEMDA, we know it is a value-based opportunity for attendees. We encourage local, regional and national medtech innovators, investors, large strategics and ecosystem service providers to attend.

Looking for a digital marketing and PR firm with experience in the healthcare industry?

If you are looking to assert your healthcare industry leadership through a metrics-driven content marketing and public relations campaign, Write2Market can meet your needs.

More prospective sponsors are calling more quickly and more consistently than ever before.” GCMI Executive Director Andrew Stevenson

“I love Write2Market’s ability to extract the right and relevant information from our sponsors that made our stories resonate with our industry colleagues.” GCMI Program Director Deepal Panchal

“We have gained leaps and bounds on exposure with Write2Market. Something we were previously unable to accomplish.” GCMI Training Program Manager Kelley Bennett

Read more.

Contact Write2Market Vice President of Healthcare Paul Snyder to learn more.

Testing the Power of an Influential Voice

By | Blog

Influencer marketing has been on the rise during the past few years, and with good reason. Through influencer marketing, companies have shifted their focus from trying to sell directly to their target audience to partnering with individuals that are already successfully targeting this audience and have their trust. This strategy can be used to maximize your marketing dollars and the number of potential customers converted into paying customers.

While the term “influencer” is often frowned upon and used as a vehicle to drive the criticism of millennials and their supposed social media obsession, the historic power of an influential voice in swaying consumers cannot be overlooked. Today’s technology increases their reach but trusted experts and figures in pop-culture have driven marketing trends since the 1800s! Urban Outfitters illustrated the ridiculousness of the stereotype in 2018 with their Instagram Influencer Halloween costume this past year (originally for $59 might I add). Though some influencers make for easy jokes, the power of a trusted voice in speaking to consumer audiences should not be ignored.

Contrary to popular belief, “influencers” don’t just consist of celebrities, Instagram models, and YouTube vloggers. Anyone who has the attention and trust of a certain audience can be considered a potential candidate for influencer marketing.

When one of our clients, Light Polymers, was preparing to launch the new Crystallin® line of lighting products, we suggested an influencer marketing campaign to announce the product launch. While paid influencer marketing is quite popular, we solely focused on earned influencer marketing that relied on unpaid or preexisting relationships. Influencers were provided free samples of the products and a discount code for their audience to use.

Here’s what we discovered during Light Polymers’ Crystallin Campaign:

1. First, determine the audiences you want to speak to.

This is the start of any successful marketing campaign and influencer marketing is no different. Accurately identifying and targeting the groups that will benefit from your products or services is the foundation with which your campaign is built upon. All of your efforts will be meaningless if you’re speaking to the wrong people.

2. Choose the right influencers for these audiences.

Keeping your targeted audience in mind, you must be diligent in choosing influencers that appeal to this audience. You can easily find these individuals on the platforms where they do their influencing – Twitter, YouTube, and Instagram to name a few. A quick Google search about a hot topic within that audience can also point you to popular blogs that advocate for relevant products and services.

3. Personalize your messaging when crafting your pitch.

This is especially important if you are speaking to multiple audiences. In our case, Light Polymers was hoping to reach various audiences ranging from office professionals to art hobbyists. Speaking to each individual influencer and illustrating how your product will relate and benefit them and their audience is crucial in simply getting a response.

4. Show value.

If relevance to their audience isn’t enough to persuade an influencer, being able to offer a win-win situation for them is sure to catch their attention. If you’re selling your products through Amazon like Light Polymers is, you can easily offer a discount code for any of their viewers or readers. There is also the option of applying an affiliate code through Amazon in which their audience gets a certain percentage discount and the influencer receives a percentage from the purchases as well.

5. Provide detailed information in a pretty package.

In order to win over influencers and get them to agree to be an advocate, it’s always beneficial to compile any details or specifications about your product/service in an attractive and concise way. Creating a media kit that you can distribute to all of the potential influencers is a great way to catch their eye and answer any questions they may have before they even ask them.

6. Share the influencers’ content through your own social channels.

You didn’t go through all of this trouble to land partnerships with these influencers for nothing. Take full advantage of their advocacy for your product/service by sharing whatever content they produce relating to you. Using their support is a great way to show others that your product or service is the real deal and gradually build a loyal customer base.

In need of some marketing expertise?

Don’t hesitate to reach out to us! We’re looking forward to discussing our vast marketing experience and how we can help meet your unique business needs.

Creative Healthcare Marketing Solutions IRL: The Following is a True Story

By | Blog, Content Marketing, Curant Health, Healthcare, Industry

Our client Curant Health told us a moving story about how their team went above and beyond for a patient in distress. They wanted to “do a quick video” highlighting the event and their partner organization Virginia Premier, a managed care organization and wholly owned subsidiary of Virginia Commonwealth University Health System.

Dispatching a crew and hiring a videographer was unlikely to accomplish the desired result in terms of time and budget.

“Write2Market conceptualized, scripted, developed, polished and delivered this montage video with incredible speed within our existing content budget,” says Curant Health Marketing Manager Culver Lyons. “Our team here at Curant Health and our partners at Virginia Premier absolutely love it.”

 

At Write2Market, we strive to maintain enough flexibility to act on valuable story opportunities when they present themselves and generate creative healthcare marketing solutions for our clients. As needed, we identify effective tools for the job, build proficiency, tell the story and deliver results.

Looking for a PR firm to share your healthcare story?

Do you have health care stories that need to be told and shared? Do you need industry-leading B2B healthcare marketing and public relations? Contact Write2Market Vice President of Healthcare Paul Snyder.

Happy New Year – We’re ready for it!

By | Blog

Happy New Year! We hope 2019 will bring all that you want from it – and more. For all our customers, we hope 2019 will have all the traffic they can handle, the conversions they need and the exposure they dream of. We’re ready and excited to help make it happen!

We’re excited to work with Georgia Bio in 2019, a milestone year as it celebrates its 30th anniversary. We’re looking forward to working on membership engagement and outreach by connecting businesses and governmental organizations across the South with Georgia Bio.

Another gem in Atlanta’s medical ecosystem is the Children’s Healthcare of Atlanta Pediatric Technology Center, part of Georgia Tech. It brings clinical experts together with Georgia Tech scientists and engineers to develop technological solutions to problems in the health and care of children. We’re excited to help promote their technical webinar series this year.

Sign up now for the first one in a series: Artificial Intelligence from the classroom to the bedside of a pediatric patient where Ashok Goel & Leanne Little West will discuss how similar AI technologies can and will be used for innovations in pediatric care.

Last year we ran paid ad campaigns combined with SEO for several clients including SmartScoot.com and LightPolymers.com, an exciting startup from San Francisco that just launched one of their lighting products Crystallin on Amazon.com. Between LinkedIn, Facebook and AdWords – Write2market can help you run all your campaigns.

For long-term client ASP Global, we built a completely new Woocommerce website Aspmedical.com and took care of photography and customization. We learned a lot about pill crushers and emesis bags!

If you made new years resolutions and want to keep them, listen to the latest executive leadership podcast we produced for the John Maxwell Company. We started from 0 and 8 months later we’ve published 23 podcasts that have had more than 130,000 listeners. It’s been a really good brand builder for The Maxwell Company, and we are looking forward to growing the audience further in 2019.

Client SmartCommerce has had a killer year gaining traction among the largest CPG brands. We’ve been helping SmartCommerce share the message since the very beginning, focusing on trade publications and conference speaking. This consistent exposure also helped secure another win last year. Along with executives from Walmart, Home Depot and Starbucks, CEO of SmartCommerce Jennifer Silverberg was named one of the key women changing the retail world this year. And SmartCommerce was named Editor’s Choice at the Path 2 Purchase Conference.  

 

And for Curant Health we turned an amazing, real customer story into a quick inspirational video that communicates how Curant’s work is impacting people.

It’s really what we love about helping our clients: showing the way their business impacts the lives of people. Here’s another example from 2018. We produced a series of videos for Isoray that include a doctor and his patients.

 

We’re grateful for all the work we did last year and are very excited about what’s ahead in 2019.

Let us know how we can help you this year!

The one thing marketers should add to their next healthcare industry conference or scientific annual meeting

By | Blog, Content Marketing, Event Marketing, Healthcare

We at Write2Market believe that conferences hold extreme marketing value in terms of brand awareness and relationship building when approached with the correct mindset and strategy, particularly in the healthcare industry. Conference season creates a unique environment by bringing together large groups of industry leaders and practitioners. With that in mind, this year we have taken a new approach to make that observation an advantage for one of our healthcare clients, Isoray Medical.

Isoray’s customers are predominantly clinicians scattered across the United States (and a few on other continents) whose time for business activities other than patient treatment is highly limited. This means that scientific annual meetings and conferences are one of the only instances where their customers convene in the same place at the same time. In addition to using these events as a key means of customer engagement, we wanted to utilize this opportunity to create marketing content that will be useful throughout the year. To do this, the team invested in clinician video interviews at the 2018 American Brachytherapy (ABS) Annual Meeting. Here’s why.

Fostering Relationships with Customers, Present and Future

These videos are not only a marketing tool, but also an opportunity for Isoray to deepen one-on-one interactions with their customers, engage with them in a unique way, and get their direct feedback. Involving clinical customers and prospects in marketing testimonials and research helps keep Isoray top-of-mind while creating new points of contact through the videos’ review, approval, publishing and sharing process.

The insights gained help Isoray engage with their target audience that they may not be adequately reaching. Peer-to-Peer conversations tend to carry more weight than Vendor-to-ustomer ones do.

Customer relationships weren’t the only ones fostered throughout this process. Isoray and ABS agreed to co-brand this project with the addition of an Isoray/ABS banner that served as the backdrop for all of the videos. ABS enjoys “carte-blanche” access to every one of the videos to leverage as they please on their own website and social media platforms.

Compelling Content with a Long Lifespan

Over the course of this 2-day conference, Isoray interviewed more than a dozen clinicians that resulted in nearly 30 minutes of total video time post-edit to date. Splitting this content into highly consumable 60-90 second videos released weekly helps keep the content pipe full for nearly an entire quarter.

Given the necessarily slow pace of dissemination of new peer-reviewed data, the content in these videos is likely to remain relevant for 12 months minimum. They also align with Isoray’s overarching corporate and marketing messages and goals, creating a peer-to-peer narrative around their industry and product while making it highly consumable for viewers.

Convenience & Economics

As mentioned earlier, clinicians’ schedules and disparate locations can make collaboration, particularly marketing and education, difficult. Conferences and clinical annual meetings are a unique opportunity to speak directly to scores of them over one or two days. Getting this right can be complicated but here are a few tips:

  • When organizing a project like this at your next conference, you need a plan in place for obtaining these interviews as efficiently and quickly as possible, making sure to speak to as many customers as you can.
  • The project manager in charge of production must ensure the film crew and directors are ready at a moment’s notice while the sales team should be continuously wrangling interviewees to and from the ‘set’.
  • It is good practice to try to schedule interviews in advance, but remaining flexible and opportunistic is paramount to a successful conference video interview project.

The concentration of clinicians and convenience of location is what makes projects like these cost-effective. Conferences are the only environment where it is possible to generate this kind of content in this amount of volume within the healthcare space without spending thousands on travel, crew, and production on a clinician-by-clinician basis. A good target of cost per 60-90 second video is less than $1,000.

It all boils down to the notion that you’re attending an event surrounded by all of your customers anyway – why wouldn’t you invest a little more to create deeper clinical relationships and peer-to-peer marketing content capable of carrying you through your next quarter?

Want to learn more?

Reach out to Write2Market, we’d be happy to discuss your unique business needs.