by Jodi Amendola | Jan 22, 2025 | Blog
One of the great pleasures of my job is watching members of the Amendola team – the A-Team – demonstrate their knowledge and expertise about public relations and marketing. I see this during staff meetings, on calls with clients and prospective clients, and in the work the A-Team produces for the many companies we represent. I go to sleep every night knowing I hired a team of senior level experts that truly shine.
Over the past year, A-Team members have offered their collective marketing and public relations wisdom through the Amendola blog. As I look back on 2024, I wanted to share with readers some of the blog posts that resonated most with me. Honestly, I could have made this list three times as long! I urge you to click on the links and check out some of the other Amendola posts. They are filled with actionable advice for healthcare technology companies seeking a competitive edge.
Spotting PR opportunities hiding in plain sight
Healthcare technology clients hire Amendola to help them raise their profiles in an exceedingly competitive business environment. And while many clients envision lavish write-ups in the Wall Street Journal or prominent healthcare media – something we’re all for, by the way! – coverage by smaller news outlets can be useful in building brand awareness among potential customers and investors.
“Though often overlooked, local news outlets can be valuable resources for public relations professionals and their clients,” our Senior Content Director Brandon Glenn notes in this blog post from January. “Whether they are general interest dailies, weeklies, or business publications, these media outlets are often interested in milestone topics that don’t necessarily appeal to trade or national media, such as hiring plans, headquarters’ expansions, acquisitions, and other factors that may affect the local economy.” See the opportunity, seize the opportunity.
Take the trade show by storm
Trade shows can cost healthcare technology companies a lot of money, especially if they have a booth on the show floor. It’s important, then, to get the most out of a trade show – otherwise you’re wasting time and funds that could be used elsewhere.
In addition to providing a forum for education and professional networking, trade shows can enable healthcare technology companies to build relationships with the media. In a February blog post, Account Director Kim Mohr offers some best practices for executives seeking to establish relationships with journalists from a variety of publications and mediums. These include preparing for scheduled interviews, being prompt (the journalist’s schedule will be crammed) and having a clear message (more on that later).
Fortune favors the bold – and creative
Amendola clients want to be noticed by investors and prospective customers. Yet they don’t want to stand out for the wrong things. As a result, many of them fear that expressing a strong opinion or point of view will distract from their message and cost them business.
But as Account Director and Media Specialist Grace Vinton warns in this May blog post, “Healthcare technology companies that hide in the herd and play it safe get ignored.” A far more effective strategy, Grace writes, is to “inject your marketing and PR initiatives with a strong storyline framework that employs passion, humanity, humor, and a distinctive voice.” This can be done through social media, bylines, podcasts, and (as discussed above) speaking at conferences. Humanity sells because we’re all human.
Simple sentences, clear messaging
To build brand awareness and grow revenue, healthcare technology companies need clear, concise messaging. That can be difficult when you’re in the business of applying advanced technologies to complex healthcare challenges.
Still, language that is “direct, straightforward and, above all, clear and free of unnecessary jargon” will pay off in the long run. In an August blog post, Amendola Senior Account and Content Director Jim Sweeney explains, “Keeping it simple means your message will be better understood and your busy readers will be grateful for not having to decipher your writing.” Couldn’t have said it better (or simpler) myself.
Compelling lead magnets
Strong customer leads are the refined fuel of the sales pipeline. Healthcare technology companies can use lead magnets to capture and nurture promising leads by offering value in exchange for their contact details.
The best lead magnets are tailored to your target audience’s needs, deliver the value promised, are easy to consume, and can be readily shared, according to Senior Account Director Janet Mordecai. But that’s just a partial list; read about more characteristics of winning lead magnets in Janet’s October blog post.
Conclusion
2024 was an amazing year. In fact, we are bigger and better now as we are part of the Supreme Group. My crystal ball tells me that 2025 will be even better. The A-Team and I can’t wait to continue working with clients whose technologies will help transform healthcare to save and improve lives. We’re in this together.
by Administrator | Jan 14, 2025 | News
SCOTTSDALE, Ariz., Jan. 14, 2025 – Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, announced that it has been selected by Red Rover Health, which enables healthcare providers to integrate third-party solutions into their electronic health record (EHR) systems, to execute a national public relations program.
Red Rover Health is collaborating with Amendola to generate awareness about its healthcare integration platform that allows “best of breed” healthcare software solutions to securely integrate with EHR systems. As a result of the platform’s availability, healthcare organizations now have access to world-class solutions to make the most of their existing EHR investments.
Amendola is crafting a comprehensive PR plan to showcase Red Rover Health’s industry-leading technology and services, accomplishments, customer wins, and industry partnerships.
“Red Rover serves as a central platform for healthcare innovation,” said John Orosco, CEO, Red Rover Health. “Our partnership with Amendola will highlight how engaging with an integration partner to handle interoperability needs is a practical approach for healthcare organizations looking to enhance data exchange between different systems.”
Jodi Amendola, president of Amendola, said: “EHR systems are frequently designed as one-size-fits all solutions with limited customization options that do not align with providers’ real-world workflows. This disconnect can create frustration, inefficiency, and unnecessary costs for providers. Our strategic PR and content program with Red Rover is educating the market on how health systems can improve interoperability, streamline workflows, and enhance data exchange with the right EHR integration partner.”
Recently, Red Rover earned SOC 2 Type 2 certification after a rigorous audit process confirmed that its platform’s information security practices, policies, procedures, and operations meet the SOC 2 standards for security, availability and confidentiality set by the American Institute of CPAs.
About Red Rover Health
Red Rover Health, headquartered in Des Moines, Iowa, is a pioneering healthcare technology company dedicated to simplifying Electronic Health Record (EHR) integration. Powered by secure RESTful APIs, Red Rover’s integration platform enables seamless connectivity between third-party software applications and EHR systems. This innovative platform empowers healthcare organizations to enhance their existing EHR systems with world-class, best-of-breed software solutions. To learn more, visit www.redrover.health.
About Amendola
Amendola, part of Supreme Group, is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content, and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit our website and follow us on LinkedIn.
# # #
Media Contact
Marcia G. Rhodes
Amendola Communications
mrhodes@acmarketingpr.com
by Chris Nerney | Jan 8, 2025 | Blog
The start of any year is an ideal time for healthcare companies to review and, if necessary, revise their brand messaging. The industry moves fast, and the message that resonated in January may be gathering mold a few quarters later. Or a healthcare company may want to reach a new target audience as its product evolves and market dynamics change.
Here are three possible marketing and public relations resolutions for 2025 that, if embraced, will help healthcare companies raise their profiles and distinguish themselves from the growing crowd.
Lose the meaningless jargon
Stop telling people your company is “transforming healthcare.” It’s a meaningless phrase used by virtually every healthcare startup. I know because I’ve typed variations of the word “transformational” at the behest of countless clients. I haven’t crunched the numbers, but I’d say there are almost as many companies claiming they’re transforming healthcare as there are “visionaries,” “innovators,” and “trailblazers” on LinkedIn.
Likewise, try to eliminate words and phrases such as “value proposition” and “leveraging,” which are best left for business-school debates. As Amendola founder Jodi Amendola wrote in Forbes last summer, such words “are so tired that they have come to mean virtually anything to anyone, and in turn, they have lost all effectiveness in conveying a unique, memorable marketing and communications message.”
If you’re not unique, you don’t stand out. And if you don’t stand out, you’re essentially invisible. Not exactly the “value proposition” you want from your marketing and PR initiatives, is it? Don’t give potential customers a reason to tune you out.
I also think we’re at the point where healthcare companies need to evolve their messaging beyond terms such as “patient journey” and “social determinants of health,” both of which feel dry and disconnected from real people. Unfortunately, I have no better suggestions. Perhaps an innovative, trailblazing visionary can step forward.
Establish a multimedia presence
When social media took off, some healthcare companies became aggressive early adopters while others held back, not sure whether LinkedIn, Twitter, Instagram, and other social platforms were worth their time. If they had to do it all over again, I suspect the laggards would have moved faster to expand their messaging through these channels.
Don’t make the same mistake with multimedia. Audio and video are powerful mediums not only for communicating information, but for connecting with people. For as powerful as the printed word can be, nothing compares to listening to a person talking or watching them speak.
Printed words can’t communicate vocal inflections, eye contact, or a sincere smile the way multimedia can. While these things may not have anything to do with your product’s capabilities or a customer’s specific problems, they can convey a level of trustworthiness and credibility that the printed word can’t match.
A lot of healthcare companies are taking advantage of audio and video podcasts to deliver their message. It would be smart to use those acquired skills to produce short videos for LinkedIn and other social media platforms that make sense for your company. Including videos in press releases is another way to attract media coverage. None of this requires the construction of a video studio; a smartphone and uncluttered background is enough.
Get customers to tell your story
One of the most common challenges facing healthcare companies is persuading customers to help spread the word about their products and services.
Easier said than done, I know. There often are valid reasons why a customer doesn’t want to be co-opted into your PR strategy: They’re busy, they don’t want to be perceived as endorsing a product, and besides, it’s not their job to promote your “transformational” solution.
Nobody, however, is going to tell your story as effectively as a satisfied, real-world customer whose problems you helped to solve. This type of testimonial will resonate with a prospective customer far more deeply than your company pitch deck. Further, having a customer willing to speak publicly will exponentially increase your company’s chances of getting onto conference stages (and thus in front of your target audience). That alone will separate your company from the pack.
Your best chance of getting a customer to talk about your product is to emphasize the genuine benefits to them and remove obstacles (such as investments of time) that are disincentives to participation. If they are truly impressed with your product and you make the process easy for them, customers will be far more likely to talk about how your company’s product helped them. If companies with similar challenges are listening, this messaging will catch their attention.
by Administrator | Dec 2, 2024 | News
Check out these recent interviews with Amendola’s founder Jodi Amendola that delve into what’s trending in healthcare, health tech and life sciences PR and marketing, including hot tips on what it will take to succeed in today’s challenging market.
➡ HISTalk interview with Mr. HISTalk
➡ Behind the Mask podcast with Ed Marx
➡ What’s My Tagline podcast with Carol Flagg
➡ Digital Health Insights podcast with Frank Cutitta
➡ Perspectives: Working with a PR Agency–How to Make the Most of the Partnership
by Yancey Casey | Nov 13, 2024 | Blog
When these two titans join forces, your brand can’t lose
In the fast-paced world of PR, two heavyweights reign supreme – thought leadership and content marketing. These two strategies are often seen as the Batman and Robin of the marketing world, each with its unique strengths, but unbeatable when working together. If your brand is looking to build awareness, nurture relationships, and drive sales, it’s essential to understand how these two superhero strategies differ and why they should join forces.
The Power of Thought Leadership: Be the Batman of Your Industry
Thought leadership is like Batman – the brooding, strategic hero who relies on intellect and influence. It’s all about positioning your business or executives as the experts in your field. Thought leadership doesn’t push products; it pushes ideas. It starts conversations by offering groundbreaking insights, deep industry knowledge, and forward-thinking solutions to industry-wide challenges.
Think of thought leadership as the superhero who swoops in with a compelling, well-researched article that makes people sit up and say, “I never thought about it that way.” It’s designed to build trust and credibility over time, often appearing in high-profile publications or at industry events. The goal is to create a direct connection with the audience through valuable information, not a sales pitch.
This approach is particularly powerful for companies with complex solutions or those trying to establish themselves as visionary leaders in their market. Like Batman’s utility belt, thought leadership is packed with research, statistics, and innovative ideas that can help a business make an unforgettable first impression.
The Charm of Content Marketing: Robin Leaps into Action
If thought leadership is Batman, content marketing is Robin – the energetic, engaging sidekick who’s quick to jump into action. Content marketing focuses on building relationships with customers through consistent, valuable content like blog posts, social media updates, and newsletters. It’s a top-down communication method, designed to inform and engage the target audience with relevant information that positions the company as the go-to solution for their needs.
While thought leadership is about starting big-picture conversations, content marketing is about nurturing existing relationships. The tone is often less formal and more focused on helping the audience solve specific problems. Whether you’re targeting businesses (B2B) or consumers (B2C), content marketing aims to deliver useful, actionable content that keeps your brand top-of-mind when the time comes for customers to act.
The secret weapon here? Consistency. By regularly producing engaging content, you’re keeping the conversation alive, and that familiarity builds trust. Over time, this tactic turns prospects into customers, and customers into loyal advocates.
The Dynamic Duo: Better Together
While thought leadership and content marketing can each stand alone, they become an unstoppable force when used together. Thought leadership gets you noticed and sparks conversations, while content marketing keeps those conversations going and turns that initial interest into action. It’s like Batman swooping in to save the day, and Robin following up to make sure the job gets done. Let’s break down how these two work together:
- Thought Leadership for Brand Positioning: Thought leadership content, such as expert opinions, research papers, bylined articles, or speeches, positions your brand as a leader in your industry. This content isn’t created to sell directly but to establish authority and trust. It builds credibility with your audience and makes people want to learn more.
- Content Marketing for Engagement: Once you’ve captured attention with thought leadership, content marketing steps in to maintain engagement. This consistent, accessible content keeps your audience informed, addresses their needs, and nurtures them toward a buying decision. Blog posts, case studies, how-to guides, and newsletters all keep the conversation going and provide ongoing value.
- Creating a Funnel: Thought leadership is typically used higher in the sales funnel, where the goal is to create awareness and attract a broad audience. Content marketing, on the other hand, operates lower in the funnel, guiding prospects toward decision-making by offering practical advice and solutions that lead to conversions.
The key is that both strategies ultimately serve the same goal – building relationships and driving sales. Thought leadership opens the door, creating interest and trust, while content marketing nurtures that interest until the audience is ready to commit.
Why You Need Both for PR Success
In today’s competitive market, brands need more than just a one-dimensional approach to marketing. Thought leadership is critical for establishing credibility and making your brand stand out as an industry expert. Meanwhile, content marketing keeps the conversation going, offering consistent value that turns prospects into customers.
When used together, these two marketing superheroes provide a powerful combination that can elevate your brand to new heights. Thought leadership gives you the big-picture, industry-defining ideas, while content marketing keeps your audience engaged on a day-to-day basis. Together, they form the ultimate duo, ready to save the day for your brand’s PR strategy.
Page 2 of 30«12345...102030...»Last »
