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.
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.
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).
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.
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.
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.
Jodi Amendola, CEO of Amendola Communications and Greg Miller, vice president of business development at Carta Healthcare sit down for a fireside chat to discuss navigating the evolving landscape of healthcare marketing and industry events. They explore the changing dynamics of conferences like HIMSS, HLTH, and ViVE, emphasizing the importance of aligning event participation with business objectives and target audiences. The conversation delves into effective strategies for leveraging social media and digital channels to enhance brand awareness, build relationships, and drive growth, all while highlighting the value of a focused and resource-conscious approach in today’s competitive market.
It sounds like a simple request: we’re going to be at such-and-such conference or event and we want to secure some media interviews while we’re there. It makes sense, since trade show media interviews have been a staple of public relations pretty much since Glogg launched the wheel at the first Prehistoric Transportation Expo.
The problem is the business and media worlds have changed quite a bit in the last 10 years, particularly in healthcare. Major trade shows such the HIMSS Global Health Conference and Exhibition have grown tremendously. In fact, before it was cancelled due to COVID-19 concerns, HIMSS20 was touting that it would have more than 1,300 exhibitors covering 1.2 million square feet of floor space. And they are not the only ones to experience this proportional growth.
In the meantime, the media world has been shrinking. Overall there are fewer reporters and fewer publications. Budget considerations mean that the remaining publications will be sending fewer reporters to cover conferences, and some may not send any at all – even for large conferences such as HIMSS.
You can probably see where I’m headed. With so much competition for so few “prizes” the odds are really stacked against you. That’s why it’s important to be on top of your pitching game.
Here are a few suggestions to help you rise to the top of reporters’ must-see lists and secure more trade show media interviews once in-person conferences are a thing again.
First, be realistic
Back when I started at Amendola Communications, it was not unusual for us to target 7-9 media and analyst appointments for our clients at a major trade show such as HIMSS. That is no longer feasible.
The entire media list at a conference that size may have between 100 and 200 names on it. Of those, only a small percentage are likely to cover your company’s segment, and some of the people within that subset will be publishers who aren’t interested in what you’re selling but instead want to sell you on advertising or marketing with their publications.
If you’re lucky, maybe there are 10 names on that list that are appropriate and valuable for media interviews. It’s unlikely those 10 people only cover your niche, however, so there could be dozens of companies competing for their time.
They are also going to want to attend some of the educational sessions, or take part in other activities, so the time they have to devote to booth or media room interviews is actually fairly limited.
You are unlikely to capture the attention of all 10, so expecting a number even close to that range is simply unrealistic. A more practical number is 2-3. If you secure that many interviews with the right people these days you’re doing well.
At a smaller conference, there may only be 10 reporters (or fewer) attending, no matter what the advance media list says. If you can get even one of those 10 to interview your subject matter experts you’re doing well. That’s just the realities and economics of the media world today.
Building the pitch
Now that you know what you’re up against, and how competitive it really is, it’s time to start building the pitch.
If you’re going to be successful in rising to the top of the must-see list, you need to capture reporters attention. The easiest way NOT to do that is to talk about yourself.
If your pitch starts out “(OUR AWESOME COMPANY) has been in healthcare for 20 years. In that time we have helped dozens of hospitals and health systems (DO SOMETHING GENERIC, LIKE IMPROVE OUTCOMES AND LOWER COSTS) you’re going to wind up with a hard pass. No matter how many follow-up calls you make or how much you beat up your agency to get appointments.
There is nothing in that generic pitch that is interesting or urgent to the reporter. Remember that the first three letters in “news” are “new.”
To secure those trade show media interviews you have to present something rare and valuable, right up-front.
Offer a customer
The absolute gold is customer stories. Reporters always, always, always want to talk to customers. Did I say they ALWAYS want to do that?
If you have a customer to speak with, lead with that. Make it the major part of your pitch. You can also offer to hook them up with your SME while they’re there, but telling them they can speak to a customer who has used your product and produced quantifiable results with it moves you to the head of the class.
Talk about a new product or service
If you don’t have a customer to offer, second in line is the introduction of a new product or service. Not just an upgrade of your existing offering but a true innovation. If you can talk about an industry issue and explain how your solution addresses it in a way that has never been done before, you’re bound to capture some interest.
Lead with industry issues
What if you’re just going to be there with no customers and nothing new? Honestly, it’s going to be tough to secure any trade show media interviews. But you never know a reporter might have a hole or two to fill, or may already be a fan of your organization.
In that case, the best you can do is again start with an industry issue and then go into how you solve it versus starting with your company’s boilerplate or “About Us” from the website and then getting around to the problem you solve.
One other thing to keep in mind: although you may love and admire your CEO, unless he/she has an Elon Musk or Bill Gates level of celebrity is probably not that interesting to a reporter. Talk about an issue, then offer up the CEO as someone who can address the solution.
Try working relationships
One other thing you can try is working good, existing relationships with reporters. If you’ve worked with someone a few times in the past that person may be willing to at least do a “drive-by” an unscheduled stop when he/she has a few free moments.
While not as reliable as confirmed trade show media interviews you never know. The reporter may stumble across something interesting and spend some time checking it out.
Of course, if you don’t have any relationships already it might be a good time to speak with a PR agency that does. I can think of one in particular that has an outstanding reputation with reporters and editors in healthcare and health IT.
An agency with a large client roster will sometimes get opportunities not available to the general public, such as a reporter asking for a list of clients attending the conference so he/she can pick and choose the ones he/she wants to visit. That’s the fast track to a trade show media interviews because the reporter is depending on his/her relationship with the agency to lead him/her to the right clients.
No guarantees
Even with all of those tips there is still no guarantee you’ll get the trade show media interviews you desire. There’s a lot of hard work, and not a small amount of luck, that goes into it.
Still, these tips can help you increase your odds and make your own luck. And if you’d like that agency help, give us a call.
