What makes marketing in the health IT space unique? Who are the movers and shakers? What’s working, what’s trending? Where can you learn more? This monthly roundup post will focus in on all things health IT when it comes to marketing.
To Listen
ICYMI – If you’ve noticed a dip in your organic search traffic lately, you’re not alone. On this episode, I chat with Adam Turinas, CEO of Health Launch Pad, about how Google’s AI Overviews are shaking up search—and what health tech marketers can do about it. From tackling visibility challenges to putting the EEAT framework (Experience, Expertise, Authority, Trust) to work, Adam breaks down strategies to help you stay ahead.
To Read
Brafton
What Is B2B and B2C? Key Definitions and Differences – Ben Crosby, Senior Content Writer at Brafton says, Think of B2B (business-to-business) and B2C (business-to-consumer) as distant cousins attending the family reunion. One wears a blazer and talks in acronyms like ROI and KPI. The other wears a Hawaiian shirt, swapping stories and sharing laughs. Different vibes, but they’re both there to connect with people. And just like at a family reunion, their audiences are vastly different, though still connected. But what can B2B marketers learn from B2C marketers and vice versa? Let’s explore the differences and similarities to unpack how customer relationships evolve in each.
anthonyBarnum
Unlock PR That Drives Pipeline – Not Just Headlines – Melissa Anthony, founder and president of anthonyBarnum Public Relations says, In today’s high-pressure tech landscape, marketing executives must do more than generate brand awareness; they’re being asked to directly connect public relations to revenue. While Account-Based Marketing (ABM) has become a mainstay for tech marketers seeking precision and performance, too often PR is left out of that strategic framework. It’s time to change that.
Amendola Communications
Content Marketing with Purpose: It Takes Some Discipline – Mardi Larson, Senior Account Director at Amendola Communications writes, In today’s fast-moving digital world, content marketing takes some discipline. You can’t rely on great content alone — it demands structure, consistency, and a results-driven mindset. To establish true thought leadership and maintain brand credibility over time, organizations must adopt a rigorous approach to content planning, creation, and distribution. Below are some proven best practices that can help advance your overall content marketing program from good to great.
KNB Communications
Why branding must come 1st for biotech companies – Bridget Saroff, Account Director at KNB Communications says, In an evolving healthcare landscape, where innovation can quite literally save lives, it’s easy for biotech companies to focus on the science. But no matter how revolutionary the solution is, it won’t gain sustainable traction without one critical element: a strong brand. Branding is more than a logo or a color palette — it’s your company’s voice, character, appearance, and DNA. It’s how the world views you, talks about you, thinks about you, and sometimes just as importantly, doesn’t think about you.
Agency News
Supreme Group Acquires Pivot Design, Marking a Significant Expansion in Pharma and Rare Disease
Supreme Group, a next-generation agency platform purpose-built for healthcare and life sciences marketing and communications, announced it has acquired Pivot Design, a globally recognized agency known for infusing health brands with humanity and bold storytelling. This latest milestone marks Supreme Group’s ninth acquisition in just 18 months, reflecting the company’s momentum and continued investment in building an unmatched collective of talent and capabilities to deliver client impact.
ArcheHealth Selects Amendola for Go-to-Market Program of its AI-Powered Healthcare Cost Reduction Solution
Amendola announced ArcheHealth has selected Amendola to execute an integrated PR and marketing program to take the company from stealth to emerging market leader in healthcare operational intelligence.
Events and Communities
SHSMD Connections 2025 – Society for Health Care Strategy & Market Development
When: October 12-14, 2025
Where: Hilton Anatole, Dallas TX
Event Page
Register for this event.
Join them for the premier event in health care strategy, where leaders in marketing, communications, planning and business development come together to network, share insights and shape the future of health care. Mark your calendar and get ready for an unforgettable experience filled with innovative sessions, inspiring keynotes and valuable connections.
HCIC – Healthcare Interactive Conference
When: November 9-12, 2025
Where: Caesars Palace, Las Vegas NV
Event Page
Hashtag: #HCIC25
Register for this event.
The Premier Conference for Healthcare Marketers and Digital Leaders – HCIC is your strategic roadmap where marketing, digital innovation, and consumer experience intersect! Your time at HCIC will empower you to realign marketing and digital strategies while elevating your team and organization.
Resources
Elevate Your Rare Disease Marketing – MERGE life science industry experts created this guide to provide a new perspective towards three tried-and-true tenets of rare disease marketing. You can expect to learn how modern solutions to age-old challenges can make a real difference for your company and the community.
Urgent Care Marketing 101 – free, online marketing eBook from Experity (@ExperityHealth)
An urgent care clinic, like any business, is only profitable if patients continue to use its services over time. Unfortunately, many urgent care facilities have a restricted marketing budget, which can severely limit new business volume and community engagement. According to Andrew Ibbotson, Vice President of the National Research Corp. in Nebraska, “Urgent care traffic is driven more by online search results, geography, wait times, and availability than traditional healthcare delivery.” These added complications make identifying the most effective marketing strategies for your walk-in clinic even more essential to success.
