January 2025 Health IT Marketing Minutes

ClarityQuest
Healthcare tech investment trends and marketing implications: Get the guide – Brian Shilling, Executive VP of Client Operations at Clarity Quest writes, Analyzing health tech investment trends over the past 5–6 years is enough to give anyone whiplash. In 2019, digital health startups raised $8.1 billion, just shy of the $8.5 billion all-time high the previous year. Then the COVID-19 pandemic changed the world, and a rollercoaster ride ensued. Here are the yearly investment totals (h/t Rock Health).

Brafton
It’s Not About the Importance of Marketing – It’s About the Importance of the Right Marketing – Dominick Sorrentino, Brand & Product Director at Brafton says, There can be no sales without effective marketing efforts. Even the guy hawking Hot Nuts on the street corner needs to look credible. His signage and the gloves he wears are, in their own small way, product marketing. Marketing management is a first impression. It’s what you wear, the language you use, and the values you choose to share. It’s all the ways you represent yourself with commercial intent to engage potential customers.

Amendola
New Year’s Resolutions for Improving Your Company’s Messaging – Chris Nerney, Senior Content Director at Amendola Communications writes, 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.

KNB Communications
The perfect RFP process for finding the right biotech agency partner – Beth Cooper, JD/MDA, VP of Marketing and Sales at KNB Communications says, You’re a marketer at a biotech company, looking for a marketing or PR agency. A popular method of finding your perfect fit for an agency is going through an RFP process. A lot of RFPs cross our desk, and we’ve seen what works and what doesn’t. Here’s a detailed guide to writing an effective RFP tailored to find a biotech marketing and PR agency that works for you.

StudioNorth
When do standard B2B marketing KPIs become irrelevant? – John Mosey, Digital Analyst at StudioNorth writes, When you’re determining the key performance indicators (KPIs) for a B2B marketing campaign, it’s important to know what to measure, and when. It’s also important to know when to stop. You’re probably familiar with the concept of the marketing funnel. We see the B2B buyer journey differently. It may start out as funnel-shaped, but at a certain point — when conventional awareness and engagement KPIs are no longer useful — it turns into something more like an hourglass. An hourglass? Yes. Read on.