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 – On this episode I welcomed Jared Johnson and Bill Klaproth for a conversation about the evolving role of podcasting in healthcare. Building on a discussion we shared at Swaay Health Live, we explore what’s working for healthcare brands today, common mistakes organizations still make, and how podcasts continue to grow as a powerful platform for thought leadership, audience engagement, and meaningful industry conversations.
To Read
Swaay.Health
Back to the Future: Why AI Search is Making PR Essential Again – Colin Hung – The digital marketing pendulum is swinging in a new direction. With intelligent algorithms increasingly bypassing corporate websites to serve up immediate answers, the tactics that dominated the last twenty years are losing their edge—making third-party credibility the most valuable asset an organization can build today.
anthonyBarnum
PR in the Era of AI Search – Melissa Anthony at anthonyBarnum writes, As AI increasingly becomes the first stop for B2B research, many technology marketing executives are seeing a shift in how buyers discover companies. Traditional organic search traffic is declining as users turn to AI search experiences for direct answers instead of clicking through to websites. For organizations that rely primarily on SEO and owned content, this shift often means fewer website visits. AI systems frequently summarize information without directing users to the original source. At the same time, companies with strong earned media, analyst coverage, executive thought leadership, customer success stories, and authoritative third-party content are more likely to be surfaced in AI-generated responses.
Brafton
10 of the Most Innovative Marketing Strategies – Dominick Sorrentino, Brand & Product Director at Brafton says, Every now and then, we come across a marketing campaign that transcends the trade, proving that genuine marketing innovation can be just as inspiring as a perfectly executed symphony. Much like a musician who defies genre, marketers push boundaries with messaging, utilizing innovative digital marketing strategies to captivate and engage audiences across search engines, social media platforms and traditional marketing channels.
Sōvyn (formerly KNB Communications)
Healthcare PR Is a Marathon, Not a Sprint: The Difference Between Quick Visibility and Lasting Industry Influence – Josh Birch, Media Relations Manager at Sōvyn writes, In an era of instant gratification, it’s easy to assume that healthcare public relations should work the same way. Sign with a healthcare PR agency today, expect interviews and media coverage by next week. But that’s not the nature of strategic public relations.
Unlock Health
Unpopular opinions with Christian Barnett: Why healthcare marketers should spend more time thinking about mustard – Christian Barnett, Group Lead for Strategy and Creative at Unlock Health says, Healthcare marketers spend a lot of time looking at healthcare marketing. And when you say it out loud, it sounds entirely reasonable. If you’re responsible for a health system brand, you’d probably expect to learn from other health systems. If you’re in senior living, you look at senior living. If you’re in health insurance, you spend your days examining health insurance brands.
Agency News
Innsena’s Melissa Denino Elected to NJHIMSS 2026 Board of Directors
Melissa Denino, a longtime healthcare advocate and member of the Innsena team, has been elected to the New Jersey HIMSS 2026 Board of Directors – marking a milestone moment for someone who has spent years pushing for better systems, better access, and better outcomes across the healthcare industry.
Klick Health Adds 18 Senior Leaders to Help Life Sciences Brands Move Faster, Think Bigger, and Deliver More Meaningful Health Outcomes
Klick Health confirmed 18 senior leaders have joined the company to support its ongoing double-digit growth. Today’s announcement comes a week after the independent, global agency was named a Fortune Best Workplace in New York, its sixth workplace culture award already in 2026. It also follows Klick’s #2 ranking in Medical Marketing + Media’s (MM+M) Agency 100 listing, which said Klick, “operates less like a traditional agency and more like a commercialization powerhouse.”
Marketing Hires & Now Hiring
HealthImpact, which is California’s nursing workforce & policy center, wants to hire a firm to develop a three-year PR, marketing and communications service program https://t.co/5BywuC9bUo pic.twitter.com/2FJq8X54f9
— O’Dwyer’s PR News (@odwyerpr) July 22, 2026
Indianapolis, we’re hiring! 🏁
We’re looking for a Growth Director to accelerate physician partnerships and market expansion across the region.
Ready to drive your healthcare sales career into the fast lane? Apply here 👉 https://t.co/UtHyVJHvZy#PriviaHealth #INJobs pic.twitter.com/9g8KXcECBH
— Privia Health™ (@PriviaHealth) July 24, 2026
More Listening
The Healthtech Marketing Show
Marketing to healthcare is hard. We can all use a little help. Join host Adam Turinas for the Healthtech Marketing Show to learn from the experts. Each episode features an experienced healthcare technology marketing leader, who shares tips, insights, and how to’s on a specific topic. Episodes include B2B marketing, HIT Marketing trends, ABM, brand strategy, digital, and content marketing and more.
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.
