by Ken Krause | Oct 26, 2016 | Blog
By now you’ve no doubt heard about the benefits of establishing a corporate blog. One of the most important, of course, is for search engine optimization (SEO) purposes. Google (and other search engines) rewards frequent content updates on your website, so if your blog is connected to your website, and it’s active you’ll rise in the organic search rankings. That makes blog writing a pretty important part of your marketing program.
This simple fact creates an ongoing challenge for many, however. Namely, coming up with interesting topics to blog about.
Sometimes the ideas flow easily, especially at first. It seems like you have a cornucopia of information to share with the market. After that initial gold rush, however, you find yourself staring at the blinking, nagging cursor for longer and longer periods of time. You’ve expended the obvious topics and begin to wonder if establishing that blog was such a great idea after all.
The reality is great blog writing ideas are all around you. They crop up in your life every day. Like Jerry Seinfeld and George Costanza’s idea for a show about nothing, you just have to learn to recognize them.
Comment on industry articles
One of the good things about working in healthcare and health IT (HIT) is that there is never a lack of new information, new approaches, new discoveries or new regulations coming out. Most of us get several newsletter and at least scan the headlines every day.
These articles can become a rich source of blog fodder. For example, if an article announces a new rule or a change to a program from the Centers for Medicare and Medicaid Services (CMS) that will affect your customers/clients, that’s a blog post! Link to the original article, provide a one- or two-sentence synopsis, then add your thoughts about what it means to the industry.
Or perhaps a new research report has come out that could affect your clients. Again, bringing it to your clients’ attention and providing a little analysis with it can provide added value to them while giving you a blog post that practically writes itself.
Share a tip or trick that helped a client with a general issue
This is another rich source of blog writing ideas. Perhaps your team has helped a client solve a particular issue, such as data that needed to be scrubbed in a certain way in order to be used in a specific electronic health records (EHR) system. Whatever the issue, there’s a good chance it isn’t just that one client who is facing it.
Talk about the challenge, and the problems it’s causing, then explain how to solve it. All you really have to do is recap what you’ve already done no original thinking required. If you’re not directly involved with this aspect of the business, check with the development or customer service team. They can probably keep you supplied with ideas for months. Just be sure not to give away anything the business would consider a competitive advantage.
Blog about discoveries in a related field
Everything you write about doesn’t have to be directly in your company’s space. Sometimes it can just have a loose relationship with a tie-back later.
Take the example of cognitive computing. There are all sorts of advances in this area going on outside of healthcare as well as inside. If you hear about how cognitive computing is being applied to make self-driving cars smarter, there’s a blog post. You can write about what is already happening with cars, the speculate on how it might affect healthcare or HIT in the future.
Mine some key data
Data and analytics are huge in healthcare and HIT these days. It seems just about every organization is generating tons of them. Most, however, are under-utilizing that information, especially when it comes to marketing.
You can take advantage of that by looking through the reports for trends that are interesting without giving away anything that again is proprietary. For example, if you have software that enables payers to create member portals, and there is a sudden uptick in the number of portals your team is creating, you may want to comment about how portals are on the rise and speculate as to why. That will also give you an opportunity to talk about the advantages of portals to encourage more sales.
Or maybe you see that your clients’ customer satisfaction scores are suddenly on the rise. You can find out what changes they’ve made to enable that to happen and share them with your blog audience.
Pay attention to day-to-day conversations
Each day you, your co-workers, your clients and others share information and ideas in passing. It may be through conversations, emails, reports, meetings or some other sources.
Hidden within the ordinary course of business may be a few nuggets that can make worthy blog posts. All you’ll need to do is listen to them with that filter in mind. If a co-worker says something you find interesting write it down. Establish a folder for emails that contain good ideas that you can reference later if you’re stuck.
However you save them, the good news is when you need an idea and none are coming to you immediately you can go back to your files and dig one up. Just be sure you have enough information available to remember what the original topic was. Nothing worse than having a great headline and no idea what it means.
Work with your PR agency on ideas
While most healthcare and health IT companies tend to be very specialized in a particular aspect of the industry, PR agencies such as Amendola Communications cover a much wider swath. That can work in your favor by bringing in ideas that are related to, but not dead center in, your sweet spot.
If you have one, you can brainstorm topics with your PR agency, taking advantage of their experience to in other areas, especially general industry knowledge, to develop blog topics you might not have thought of on your own.
Of course, having a PR agency also means you can turn over some or all of the content creation to them, particularly if writing isn’t your strong suit. But even if you prefer to do your own writing, that sort of collaboration can open you to new ideas and areas that help build your blog as a go-to resource for your target audience.
Yes, blog writing can be challenging. The Internet is always hungry for new content. But the reality is great ideas for posts are all around you. You just have to know how to find them or let them find you.
by Todd Stein | Sep 28, 2016 | Blog
One of my favorite pages on Funny Or Die, the online comedy collective launched by Will Ferrell and friends, is their hilarious send-up of listicles. You know listicles those ubiquitous numbered lists that grab eyeballs by hitchhiking on a sub-culture’s favorite passion. They’re definitely a favorite in Healthcare IT.
While most digital editors can only dream of having the freedom to post 10 Photos That Will Make You Question Why You Are Wasting Your Time With This Slide Show, or 10 Pictures of Adorable Cats That I’m Pretty Sure There’s Something I Needed to Do Today, you can bet at least one listicle has made their Top 10 Best Story Ideas list.
Personally, I’m no fan of the genre. Listicles may make for easy reading (or more likely, skimming) but they also minimize the qualities that make good journalism such a joy to read. Insight. Perspective. Intelligence.
So no, I’m not a fan of listicles but there’s no denying their amazing power to hook readers. Which is a long-lede way of explaining why I’m writing a listicle on journalists for this blog. How else was I going to get you to read about some of my favorite journalists in healthcare IT?
Journalists: The cats of the PR world?
No, we don’t spend our evenings surfing for videos of journalists toying with a rubber mouse or playing a piano (that’s the other species of cat). But all of us who work in PR are fans of journalists, sometimes adoring fans. And not just because we rely on them to tell our clients’ stories.
We’re fans of journalists because we love good journalism. In fact, many of us used to be journalists ourselves and some of us would return to the business in a heartbeat if we could.
So just for the fun of it and because journalists don’t get enough recognition for the work they do what follows is perhaps the first-ever list of the most interesting trade journalists in healthcare IT. It doesn’t pretend to be an exhaustive list. I left out the Steve Lohrs and Vanessa Furhmans of the world because I wanted to focus on the trades, not the New York Times and Wall Street Journal. And I ignored the Matthew Holts and Anthony Guerras of the industry because I want to save “The Best Bloggers in Healthcare IT” for another post.
Time was also a handicap. I had to change the title from “The 25 Most Interesting Journalists in Healthcare IT” after I realized completing the list would require giving up my day job. So there are only five for now. Don’t be surprised if you check back next month to find 10 or 15.
In the meantime, these five are simply those who first came to mind, based on 12 years of working in healthcare IT as both a journalist and PR pro.
Elizabeth Gardner, Health Data Management, others Elizabeth is a true veteran of healthcare and health IT reporting, having launched her career in 1987 as a technology reporter for Modern Healthcare. She moved on from healthcare to help document the development of the Internet as a writer for Internet World. A graduate of the Columbia University School of Journalism, Elizabeth spent the early 2000s covering micro- and nanotechnology as a contributing writer for the magazine and website Small Times (which she calls “one of the greatest titles ever dreamed up for a business publication”). But healthcare is the biggest and perhaps most interesting market in America. Elizabeth was drawn back into the field and today contributes regular stories to Health Data Management. Her articles are inevitably well-researched, thought-provoking and most of all fun to read. Several have been finalists for the Jesse H. Neal Awards from the American Business Media Association.
Mark Hagland, Healthcare Informatics Anyone who has ever met Mark is likely to remember first his warm, welcoming smile. Profoundly intelligent, Mark is also one of the friendliest and most genuine people you’ll ever meet. A Northwestern University/Medill School of Journalism graduate, Mark is a longtime Chicago resident who has been writing and speaking about healthcare for nearly 25 years. He has served as Editor-in-Chief of Healthcare Informatics since 2010 after many years as a contributing editor. His writing has earned him numerous national awards, including from the National Institute for Health Care Management, the American Society of Healthcare Publication Editors, and the Healthcare Financial Management Association. Mark is also the author of two books — “Paradox and Imperatives in Health Care” with healthcare futurist Jeffrey Bauer, Ph.D., and “Transformative Quality: The Emerging Revolution in Health Care Performance.”
Bernie Monegain, Healthcare IT News Bernie is the former editor of Healthcare IT News, now the magazine’s Editor At Large after moving to North Carolina, far from the publication’s headquarters in Maine (yes, Maine, that center of all things tech). Everyone in HIT PR knows Bernie. She’s among the nicest human beings you could imagine meeting, a quality that enlivens her relationships even with PR folks, despite the fact that we all want something from her (a story!). Bernie joined Healthcare IT News when it was launched in 2004, after a four-year stint at another business publication that focused on communications technology. Before that she was an award-winning reporter and later a city editor of The Times Record, a daily newspaper in Brunswick, Maine, where she reported on healthcare, business, technology and other topics.
Neil Versel, MedCity News Neil started covering health IT as a freelancer in 2000, before the “industry” was an industry. Through skill and persistence informed by a deep curiosity about healthcare technology, Neil gradually developed a reputation for intelligent in-depth coverage of the technologies that are transforming healthcare. A contributor to US News & World Reports, as well as Forbes.com, he was previously an editor for Fierce Healthcare. Neil has grown up in healthcare IT and is a genuinely nice guy. In 2014 he launched an 850-mile charity bike ride in honor of his dad, Mark Versel, who died of the rare disorder multiple system atrophy (MSA). Neil’s blogs from the trip were inspiring to anyone who has ever wanted to do something meaningful in memory of a loved one.
Eric Wicklund, mHealthIntelligence Like several others on this list, Eric paid his dues in daily journalism, working his way up from beat reporter to columnist to managing editor of the Biddeford-Saco-Old Orchard Beach Courier in Maine. His proximity to the Portland, Maine headquarters of Healthcare IT News probably explains how in 2006 he ended up writing and editing for the publication (though I’ve never asked Eric how that happened). Eric rose to be editor of Healthcare Finance News (another HIMSS Media property) before moving into coverage of telemedicine as editor of mHealthNews (ditto) and finally departing the Mother Ship in 2015 for rival XtelligentMedia, where he’s editor of one of what is fast becoming one of the most interesting sites in mobile healthcare, mHealthIntelligence.com. Beyond journalism, Eric is a Dad, an avid soccer player, skier and bicyclist who for years was a team leader and board member of the American Diabetes Foundation’s Tour de Cure.
Do you have favorite industry journalists of your own? Please help add to this list by leaving a comment.
by Alex Whitten | Aug 10, 2016 | Blog
Honestly, before I started as a PR intern at Amendola Communications three months ago I knew relatively nothing about Public Relations.
I’m currently studying journalism at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University, so while I have had some exposure to PR, I really didn’t know what it takes to work in the field day to day. I only knew how the two fields intertwined.
Add to that the challenges of having a focus on healthcare and health IT and if feels like I’m in a very demanding school when everyone else is off for the summer, simply because I’ve continued building upon what I’ve learned at school with what I have learned here. So here are a few things I have learned about PR since I started my internship.
PR Is More Complicated Than I Thought
Before my internship what I knew about the field of PR is that it includes a lot of press releases and pitch writing. In fact, my desire to learn more about the PR field is what drove me to pursue an internship at Amendola Communications. Boy, did I learn quickly that PR is a lot more than press releases and pitches. Here are a few things I learned that PR professionals do:
1. They manage social media accounts. Can you imagine being in charge of someone’s Facebook, Twitter, Instagram, LinkedIn, Snapchat and more?
2. They create content for those social media accounts, like infographics and videos.
3. They manage websites, and sometimes even manage creating them to begin with.
4. They create, gather and analyze large amounts of data. Then use that data to create strategies to use for everything else they manage.
5. They set up and do research for interviews.
6. They even help train people on how to do interviews if they don’t have experience.
7. They manage any sort of PR crisis, or as I’d like to think they’re the firemen and women that put out the fires.
8. And you know they manage press releases and story pitching.
Teamwork Makes The Dream Work
Managing all of these aspects of PR is too much for just one person to handle. To make all those social media posts roll out smoothly and assure that everything is meeting its deadline takes a team of professionals to make a company look like a PR pro. It really does take all the teamwork of the “A Team” to make sure the PR machine is running at full capacity. I can’t stress enough how important it is for everyone who is my age and in college to learn how to work in a team, as much as we all hate doing assigned group projects. It’s more important than you’d think, and very much an everyday occurrence in the working world.
It Also Takes a Wide Range of Skills
When I started studying journalism my professors told me that companies are looking for people who are well-rounded, with many different skills and abilities, rather than someone who is only trained in one thing. It really helps in the working world to know a lot about different things such as different forms of media, different computer programs and more. Now I don’t mean everyone should go out and become a jack of all trades and a master of none. You can be a jack of all trades and a master of some, but don’t spread yourself too thin.
It’s Not Impossible to Start a Business
During my time as an intern I got to sit in on calls and meetings. During them I couldn’t help but be inspired by the people I met or spoke to who had started their own businesses. It was amazing working with people who were so excited about what they were doing and so ready to get their businesses up and running with a little help from Amendola Communications. It made me realize that starting a business isn’t always a bust and that it can be a huge success.
The Healthcare System is a lot More Disconnected Than You Think
During my internship I quickly learned that most people are under the illusion that anything involving their health, such as their medical records with their primary care physician and their health information from the last time they went to the emergency room, are all somehow connected and easily accessible among different doctors and nurses, simply because we now have computers and electronic health records. Most of the time, we couldn’t be more wrong. From what I’ve learned it’s actually very difficult to transfer information between doctors and emergency rooms and elsewhere. I’ve also learned that people are purposely creating programs and companies to help correct this issue.
It Takes One Angry Person to Cause a Healthcare PR Crisis
At one point during my internship I helped one of my supervisors make a vlog about “How to Handle a Healthcare Media Crisis.” At the moment, I understood the topic but I didn’t realize just how important it was. Until someone close to me had a medical emergency where something went wrong. Obviously they were angry and about to go on a social media rampage, when a lightbulb went off in my head. I immediately thought “this is what the vlog is about, this is why it’s important.” In our world of social media, all it takes to damage a healthcare or health IT’s reputation is one angry Facebook post to trend. Trending happens so quickly, and as stated in the video, most healthcare or health IT companies don’t even get a chance to comment on what has happened before it is too late. This is possibly one of the most important things a PR team handles.
In Conclusion
As my internship starts to wind down due to school starting I’m glad I was able to learn so much about PR, along with building upon what I already knew, from Amendola Communications. Going back to school I feel like I have a much better understanding of the PR field, and even my own field and how to interact with PR even better. In addition I now know more about healthcare and health IT than I had ever expected. At school I feel like I’ll be able to give some good insights to my fellow students about how we will be using what we’ve learned, and what we need to prepare for once we all enter the working world.
Overall, I’m happy that I got the opportunity and experience of being a PR intern at Amendola Communications. It really made me feel reassured that what I am studying and learning at school is very important and what I really enjoy.
(All GIFS courtesy of GIPHY.com)
by Ken Krause | Jul 20, 2016 | Blog
Long before I entered the world of health IT marketing, I remember my father telling me “Ask an engineer what time it is and he’ll tell you how the clock was made.” I don’t actually recall the reason he said it although there must’ve been one since he wasn’t one to speak in adages normally but I do recall the lesson.
The adage has taken on new meaning today. One of the cool things about working at Amendola Communications is that I regularly meet brilliant people doing brilliant things to improve the quality and efficiency of healthcare. I’m frequently amazed that they can not only think of innovative products and services to develop but also can put them together.
Yet therein lies the rub, so to speak. They are so justifiably proud of the thinking, work and effort that went into their products that they forget the average user isn’t interested in all the inner workings or how they got to where they are. They just want to “know the time.” They care more about the “why” than the “how.”
Jargon and technobabble
One of the biggest challenges these engineering-oriented folks face when it comes to health IT marketing is the technologist’s love of jargon and technobabble. Throw in the healthcare world’s love of acronyms and abbreviations and pretty soon you”ll have an incompressible communique that might even baffle Alan Turing. (For those not familiar with Turing, he’s the man who led the British efforts to break the Nazi’s “unbreakable” Enigma codes in WWII, which helped shorten the war by several years. The movie about that effort, The Imitation Game, is an excellent watch by the way.)
One popular phrase that seems to have accompanied most health IT marketing announcements over the past 15 years is “open and interoperable.” Given the healthcare industry’s well-documented and ongoing challenges with interoperability, at first glance that would seem like an important benefit. But in reality, the phrase has been so over-used and mis-used that it has really lost all meaning. Besides, if every technology that made that claim actually was open and interoperable, health IT wouldn’t be in the state it’s in right now.
The same goes for many of the facts, figures and specifications often touted in press releases, data sheets and other materials. While this information has its value, that value is not in leading the discussion. It’s more support to assure potential buyers that a product they are now convinced solves their problem will also work within its existing infrastructure.
This difference between facts and useful information really came home to me a few months ago when I was asked to look at a press release and data sheet to determine how much editing would be required to make them effective for health IT marketing. I diligently read through the press release. I then diligently read through the data sheet.
Finally I gave my response. I thought they both needed a lot of work because after all that reading I wasn’t quite sure what the product did or why anyone in healthcare would want it. I knew what sorts of protocols had been used in its creation, and the alphabet soup of standards it met. I’m fairly certain I even knew what type of software development was used in its creation and what they people who worked on it liked to eat for lunch.
The only thing I didn’t know is exactly what it did. Or why I should care.
The Imitation Game
This time I’m not referencing the movie, but instead the way organizations seem to like to imitate the language used by competitors or big players in the industry to make their marketing materials seem more “official” and important. This is especially true on websites.
When we start with a new client, or are pitching a new prospect, one of the first things I and most of my colleagues do is go to the client’s/prospect’s website to learn something about them. Sometimes this is a very fruitful venture that provides great background and insight into the organization’s purpose and objectives.
But there are definitely times when I come away less informed than I was before I went onto the site. Platitudes, clichs and marketingspeak picked up and (slightly) repackaged from the websites of companies someone on the team admires rule the day. It makes me think that the company has no idea what it does and who its audience is. Or that it has a solution that’s in search of a problem to solve.
Rather than trying to sound like everyone else, and one-up the competition in the use of meaningless phrases, smart marketers will understand who they’re trying to reach and what problem(s) they have. They will then craft their messages to address those audiences and their issues directly. And simply.
It’s like a FedEx Super Bowl commercial from the last decade. A group of underlings in suits are trying to explain to the CEO why they need to switch to FedEx. They start out with an MBA-level discussion which goes right over the head of the CEO. Then they simplify it to more of an undergrad-level explanation. Still nothing but crickets.
Finally someone says, “For every dollar we spend we’ll get two back.” Sold!
If all your competitors are trying to outdo each other with technical information and complex explanations, don’t look at it as a guideline. Look at it as an opportunity.
Remember Apple didn’t get to be the world’s valuable company by selling technology and specs. That’s what their competitors tried to do. Instead, Apple sold solutions and simplicity. In fact, their whole brand was based on making their technology so easy to use and un-intimidating that you didn’t even need an owner’s manual. You could figure it out for yourself.
Keep it simple
Whether you’re creating a press release, white paper, collateral piece, video or some other form of communication it’s important to focus first on the benefits to the user. Even the most technical audience needs you to identify what problem(s) you solve or improvements you deliver before they will invest any more time. Answer the question: “Why should I care?”
If they don’t understand what the product or service does immediately, and why it will make their jobs easier/lives better, all the rest is unnecessary detail. Especially if your audience is clinicians; they already have enough inner workings to worry about in the human body.
It’s great to be proud of the technological breakthroughs you have created; celebrate them fully. But when it comes to PR and marketing, remember to focus on the WHY. Being able to tell time is WHY we buy a clock.
To learn more about how to communicate technology benefits more effectively, click here.
What has your experience been? Have you ever gone to a website or read a brochure and left more confused about what the company did than when you started? How do you address the people within your own organization who want to stuff marketing materials full of jargon and marketingspeak?
by admin | Jun 15, 2016 | Blog
For what seems ages, you’ve mulled over an issue that you’re now convinced deserves a wider platform for passionate debate. Perhaps it’s an alarm to sound that no one in your industry is articulately ringing or a bold challenge to wake up a complacent profession. Whatever the intent of your message, if you’re a credible messenger, it’s time to start writing your manifesto now for a January 2017 release. Likely what you have to say is too important not to get started ASAP on one of two strategies (more on both coming up) until you have something sweepingly profound to share with the world, at the start of the new year a highly symbolic, and thus, effective time to share your message.
What all good manifestos have in common
Stylistically, how you craft your message is up to you. Take a look at these three notable manifestos, each very different, from word count to the writer’s level of fame. Yet all are an industry clarion call from a credible industry insider the recipe for a message that gets passionately discussed and debated.
- Intel CEO Andy Grove’s 2010 missive “How America Can Create Jobs” that warned about the naive fixes being advocated to solve America’s trade-related jobs crisis.
- Paypal founder Peter Thiel’s 2011 essay “What Happened to the Future?” which issued Thiel’s now-classic lament: “We were promised flying cars. Instead, we got 140 characters.”
- Anil Dash’s “Toward Humane Tech”…a penetrating second-guess about Silicon Valley’s preoccupation with disruptive technologies.
Here’s a second important ingredient for a message that gets noticed: the element of surprise, either in content or the messenger. Grove’s manifesto definitely caught a lot of people off guard who couldn’t fathom why a capitalist was warning about unfettered global capitalism. This shock generated the necessary attention on the point he really wanted debated: that massive job creation doesn’t happen during the invention phase of a product (directly contradicting an oft-repeated trope that the best economic prescription is to invest in technology innovation), but rather, the scaling out phase in which the now-invented product is ready for mass manufacturing. The latter, of course, has been taking place outside of America for some time now.
Dash’s message to Silicon Valley also shot a dart through some prevalent platitudes. An excerpt: “We could start to respect legal processes and the need for thoughtful engagement with policy makers but still be cavalier about the privacy and security of our users data. We could continue to invest in design and user experience but remain thoughtless about the emotional and psychological impacts of the experiences we create. We could continue to bemoan the shortcomings of legacy industries while exacerbating issues like income inequality or social inequity.”
Honest question: are you prepared to similarly hold up to examination and directly contradict some commonly held gospels in your own industry? If so, read on to learn how to get started.
Two writing approaches to a manifesto that mesmerizes
There are a couple of paths you can take to execute this important project, both aimed at getting a compelling and effectively structured message out by early next year. One is to conceptualize and outline the entire piece now and then begin the research and writing work on it. Or you can take a more incremental approach by writing a series of thought leadership articles that touch on various aspects of the manifesto you eventually want to write, and eventually pull them all together into a single piece.
The primary benefits of the second strategy are 1) you have multiple pieces you can distribute earlier than next year and 2) you can test the waters of the over-riding message of your eventual manifesto that is, assess the reception and feedback you receive from each point raised in your various thought leadership articles. Both important merits, but take care that you don’t end up writing your longer message based solely on which thought leadership articles garner the most attention. The end goal is a truly authentic and substantive piece. Not “click bait” with a short shelf life.
On that note, I’ll now deliver the single self-promotional message I have to deliver on this topic: unless you can (and have the time) to write any of the above very well, team up with a professional writer and a media consultant on this project. Benefits abound, from formulating your message more clearly, to delivering it with maximum impact.
Once written, what do you do with it?
Actually, a true clarion call should be a fairly evergreen piece. Initially you would want to secure coverage in one or more publications, get it out on social media, and so on. Obviously the higher your profile, the more likely Bloomberg, Computer World, Forbes, et al is going to feature your message on their home pages. But if you’ve got a killer message and a credible background, you’re going to get good coverage, regardless of how famous you are. (For example, I’d actually never heard of Dash until I read his essay on LinkedIn. I’ll certainly be following him now.)
Your essay can also follow you pretty much wherever you go, including your company website, as a hyperlink in your online bio and resume, and as part of the pitch materials given to reporters in advance of your various media interviews. It can even form the basis of a speech or presentation you become well known for.
Piqued to learn more about getting your manifesto off the ground? Get in touch with me at sjanard@acmarketingpr.com. I’m interested in hearing your proposed message…and if you’re a credible industry insider, chances are, so is your target audience.
