Category

Healthcare

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.

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

 

 

Write2Market Healthcare Practice Expands Again with the Addition of Isoray, Inc. (NYSE: ISR)

By | Healthcare, News from B2B Tech, Retail and Healthcare Industry Leaders

Write2Market is pleased to announce the addition of Isoray, Inc. (NYSE: ISR) to its roster of industry leading healthcare clients. Through metrics-based marketing tactics and tools including lead-generating content, SEO, earned media and industry speaking opportunities, Write2Market intends to enhance Isoray’s market position as a champion in the world of brachytherapy and targeted cancer treatment. Initially, W2M will support Isoray’s growth by focusing on the company’s clinician pioneer stories and growing base of Cesium-131 outcomes and implementing a robust marketing program surrounding the 2017 American Brachytherapy Society’s Annual Conference.

Isoray joins W2M with momentum in tow including the recent release of groundbreaking data for their Cesium-131 Brachytherapy, the realignment of their management team and a new web presence.

About Isoray

IsoRay, Inc., through its subsidiary, IsoRay Medical, Inc. is the sole producer of Cesium-131 brachytherapy seeds, which are expanding brachytherapy options for cancer treatment throughout the body. Isoray’s Cesium-131 brachytherapy introduces titanium encapsulated doses or seeds of Cesium-131 radiation directly into cancerous tumors. Its higher energy and shorter half life compared to Iodine-125 and Palladium-103 helps bring patients dealing with prostate, brain, gynecological, lung, head, and neck cancers to remission while decreasing the debilitating side effects that often accompany other cancer treatments.

More than 10,000 patients, mostly prostate cancer patients, have been treated with Isoray’s Cesium-131 brachytherapy. At five years, 96% of men with low risk [prostate cancer], 92.7 of men with intermediate risk disease and 82.9% of men with high risk disease showed no evidence of disease progression.

About Write2Market’s Healthcare Practice

“This has been an outstanding year for the Write2Market healthcare practice, especially in terms of growth,” says Paul Snyder, Vice President of Healthcare for Write2Market. “Our success validates the market for effective analytics and results driven content marketing for growth stage healthcare companies. We thank the Isoray team, particularly VP of Marketing Mike Krachon and Rita Mucavele, for giving us the opportunity to demonstrate our capabilities on their behalf.”

The Write2Market Healthcare Practiced added four new clients to the roster this year including Dune Medical Devices- the makers of MarginProbe, The Global Center for Medical Innovation (GCMI), Health Connect South and Isoray, Inc. The agency will support medication management and specialty pharmacy fulfillment firm Curant Health for a fourth straight year, industry leading preclinical CRO T3 Labs for a third straight year and expand its relationship with hospital product global sourcing experts ASP Global. The Southeastern Medical Device Association (SEMDA) has also engaged W2M for a third straight year to support awareness and audience development for its flagship annual conference, April 26-27, 2017 in Atlanta.

 

“In addition to high-level corporate message creation, Write2Market ensures that audiences Curant Health seeks to connect with and influence know about the measurable effects and outcomes of Curant’s capabilities and programs.” – Kristin Lindsey, Senior Director of Marketing for Curant Health

 

“I love Write2Market’s ability to extract the right and relevant information from our sponsors that made our stories resonate with our industry colleagues.” – Deepal Panchal, Program Director for T3 Labs

 

“It is immensely satisfying to know that the Write2Market Healthcare Practice and team has been able to demonstrate value on a daily basis for our healthcare clients: positioning them as industry leaders while keeping a sharp eye on the value-based metrics and outcomes that move the meter as they each navigate the industry’s shift to value-based care,” Snyder says. “I am entirely confident this was a key factor in causing Isoray to select Write2Market in support of their healthcare content marketing and public relations program.”

Contact

Emily Simpson

emily.simpson@write2market.com
Follow Write2Market on LinkedIn and Twitter.

Write2Market will accompany Isoray during the American Brachytherapy Society Annual Meeting where they will host a symposium titled “Brachytherapy in the era of value-based medicine: are your top referrers hiding in plain sight?” Our VP of Healthcare, Paul Snyder will be apart of the panel- providing an in depth look at how clinicians can build a brand and then communicate it. Are you attending ABS 2017? Connect with us! Contact Paul Snyder to arrange an on-site meeting in Boston.