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Industry

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.

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.

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.

Thought Leadership through Digital Content: A Success Story

By | Case study, Content Development, Content Marketing, Content Marketing, Industry Leadership, portfolio, Public Relations, Retail Services

SmartCommerce is a CPG eCommerce solution that works with leading CPG manufacturers like Procter & Gamble, Nestle and Unilever to drive online sales by drastically shortening the online path to purchase. After launching in the US in 2015, SmartCommerce enlisted the Thought Leadership experts at Write2Market for digital content creation, PR services and strategy beginning in March 2016. From web design to byline pitching, Write2Market is a leading PR and digital content marketing firm, with specialties in startups and technology companies.

Getting The Ball Rolling

Starting from scratch can be intimidating. When SmartCommerce came to Write2Market, no social or PR content had yet been created, there were no Twitter followers, and website content needed to be created, as well. Write2Market went to work right away, strategizing with SmartCommerce to deliver key digital content, build a social media audience and execute a launch press release. Writing blogs and bylines, designing infographics, conducting surveys and creating video, Write2Market assembled and continues to maintain an engaged audience through compelling content.

Content enables you to engage and entertain your audiences, increasing the chance that they spread the reach of the content by sharing or coming back for more by following or subscribing to your content. In just two years, Write2Market built an engaged social audience including >500 Twitter followers, putting SmartCommerce in the top 5% of all Twitter accounts. Write2Market has initiated LinkedIn efforts for SmartCommerce, including weekly posting and encouraging company sharing.

Earned Media Works

In the first three months, Write2Market landed eight contributed bylines for SmartCommerce including Retail TouchPoints, Marketing Profs and Inc. Bylines are a great way to earn exposure through Thought Leadership. The crucial aspect of earned content is that you have to put in the work to develop content concepts that are compelling. If it’s not topical, an editor isn’t going to publish it. Internal content, including weekly blogs and social media posts, must be held to the same standard. By focusing on Thought Leadership, Write2Market has delivered 48 earned bylines and interviews over the first 24 months of engagement.

Compelling Content

Write2Market helped SmartCommerce define their position and products through infographics, video and blog content. Blog content does double duty, providing Search Engine Optimization benefits to the website and driving organic search traffic in addition to acting as compelling content that can be shared through social media or an Account Based Marketing nurture email campaign. Making content compelling applies outside the digital realm, as well. Pitching Thought Leadership to conferences, Write2Market ensured SmartCommerce CEO Jennifer Silverberg was invited to speak at the Path to Purchase Expo with other tech leaders and major CPG brands. Continuing with the Digital Convergence Forum in June 2017 and this year’s Path to Purchase Expo, Write2Market continues to facilitate the Thought Leadership of SmartCommerce by supporting all marketing efforts.

Recognition

SmartCommerce has received awards and recognition including Tag Top 40, CGT Editor’s Choice and most recently CEO Jennifer Silverberg was named one of Retail Leader’s top women changing the retail world alongside CEOs from Walmart, Kohl’s, Accenture and more. SmartCommerce is now viewed as an established technology innovator in the CPG eCommerce space that is growing faster than ever before.

A focus on Thought Leadership across the board has driven marketing success for SmartCommerce. Earned media, social media, blog content, explainer videos, interviews, infographics and conference speaking. At each point that SmartCommerce interacts with the world, there is a focus on being thought-provoking and informative. Thought Leadership is not just a buzzword or a loose concept, but a guiding principle for the management of digital content for Write2Market clients.

Can we help your company reach a national audience?

Write2Market drives quality leads by creating engaging thought-leadership content that sparks interest and creates awareness. Contact us today and see how your brand can benefit from a focused content strategy.

Focused medical device marketing and PR campaign yields national results

By | Blog, Case study, Healthcare, News from B2B Tech, Retail and Healthcare Industry Leaders, portfolio

Write2market helps Dune Medical Devices increase awareness and sales.

More than 20% of women undergoing a lumpectomy for breast cancer need additional surgery because the first surgery failed to remove enough tissue. Dune Medical developed the MarginProbe to help surgeons in the operating room ensure clear margins in lumpectomy procedures. Multiple peer-reviewed studies have demonstrated that MarginProbe consistently reduces re-excision rates in lumpectomy procedures by more than 50%.

Despite the clear benefits shown in scientific data, Dune struggled with awareness for MarginProbe. That’s why new Dune Medical CEO Lori Chmura sought out Paul Snyder, VP of healthcare for Write2Market during the Southeastern Medical Device Association (SEMDA) Conference after listening to Paul’s session on effective content marketing. “What I realized as a CEO of a small medical device company is that we needed to be very thoughtful with our outreach,” says Chmura. “The data and metric driven marketing approach that Paul presented during SEMDA intrigued me.” If you want to improve your marketing for your website, go to RepCheckup

Less than 2 months later Dune Medical Devices engaged Write2Market as their content marketing and PR partner.

The Solution – Engaging patients, physicians, and healthcare organizations where they are: Online

Communicating both surgeon and patient experience through data-driven success stories is where Dune’s content program begins. A content calendar filled with MarginProbe surgeon users speaking of their reduction in re-excision and experiences using the MarginProbe drives conversation between users and ultimately conversions. These stories not only contribute to a robust web presence but are also used to pitch key media targets.

The delivery vehicle for these stories: social media. It’s not just millennials who are utilizing these platforms anymore – surgeons and healthcare providers scour Facebook, Linkedin, and twitter too. We know that LinkedIn is the social network where B2B marketing has serious traction and sharing efforts prove successful in engaging industry specific groups. Physicians and Surgeons have incredibly tight knit communities on LinkedIn and use them to gain new knowledge and stay connected.

The same can be said in engaging patient populations on Facebook and Twitter. Hashtags have revolutionized how people consume content- allowing for a targeted search via social media. By utilizing breast cancer focused hashtags we have been able to spread the MarginProbe advantage in order to get patients to ask their surgeons about the technology.

Smart optimization of website content goes a long way as well. Write2market set out to help MarginProbe improve its ranking for high value keywords including “lumpectomy surgery,” “lumpectomy vs mastectomy,” driving more of the right traffic to the property.


The Results: Having quality stories in the pipeline that can be used to pitch and land tier one media opportunities.

After six months of developing solid relationships and resonant stories featuring Dune and MarginProbe’s partner surgeons, Write2Market had the ammunition needed to pursue Tier 1 media opportunities. MarginProbe uses Dune’s proprietary radio frequency spectroscopy platform to help surgeons ensure clear margins for patients undergoing lumpectomies for breast cancer.

Our collective work generated a MarginProbe feature in The Wall Street Journal on February 6, 2017.

From Modern Healthcare to Forbes, from Pharmaceutical Executive to Healthcare Finance Management and The New York Times, we know how to position your story to create top interest.

The Wall Street Journal: “What if surgery got cancer in one try”

“PR pros are always telling prospects, with the right stories, we think we can win with industry and top tier media, but it is never, ever assured,” Snyder says. “The trick is building demonstrable value through improvements in audience size and depth, website traffic and lead generation while you are putting in the prerequisite work for successful earned media coverage.”

Write2Market VP of Healthcare Paul Snyder leads the Integrated Marketing Strategies session at SEMDA 2017

In the first six months of W2M’s partnership with Dune Medical, new visitors to www.marginprobe.com from search increased 16%, direct visitors increased 63% and visits from social increased more than 800% (943 vs/ 104). We also gathered 104 lead-generating form submissions during the same period.

Because of the increase in organic traffic through our efforts, the Dune team has been able to free up paid advertising standouts and put them toward other initiatives critical to the success of early stage medical device companies.

Dune and Write2Market’s relationship recently came full circle when Lori contributed as a panelist on an integrated marketing panel with Paul and Write2Market, back where it all began at SEMDA 2017.

Lori Chmura (left) with Deepal Panchal (GCMI & T3 Labs) and Brad Perriello (MassDevice) at SEMDA 2017

“The Preparation Determines the Outcome”

Do you suspect your healthcare public relations and marketing investments aren’t delivering the results and ROI they should be? Would you like to know more about our winning, metrics-driven content marketing and PR programs? Contact Paul Snyder via email: paul@write2market.com