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Live from HITMC: Genius Bar Unconference Introductions

Genius Bar Unconference Introductions, led by Michelle Morris

We all have challenges in healthcare marketing we struggle with. Here are some of the key challenges people shared!

  • Getting ROI and justification for the budget
  • Convincing traditional marketers in the organization to try out content marketing
  • Selling into the market
  • Finding the right content/message for the audience
  • Don’t have a marketing department (or budget)
  • Getting awareness out there, and doing so in a partnership rather than by selling
  • How do we create a targeted marketing strategy rather than going by the seat of our pants?
  • Launching this summer, but first working with early adopters. How do you sell the vision before launch?
  • How do we move things along the pipeline?
  • Getting physician-led groups to understand how engagement impacts ROI
  • Educating younger staff members that social media is not everything
  • Expanding our social media, getting that to work for B2B
  • Acquiring 10 companies over 4 years; alignment is a struggle
  • Battling misinformation about health information exchange
  • Creating a new product that’s outside the box and getting knowledge out there
  • Getting people to sign-up
  • Uncooperative clients – getting approval on graphics or content
  • Hiring qualified sales people who are educated in marketing
  • Anticipating what the need or want is for a vendor community
  • Social media engagement after a rebrand
  • Companies have unique focuses, so marketing efforts go to whomever’s screaming loudest

Marli Mesibov

Marli is a content strategist with a passion for the user experience. Her work spans websites, web applications, and mobile. Marli is the director of content strategy at the UX agency Mad*Pow, and she serves as managing editor at UX Booth, a publication about all areas of user experience. Marli is a frequent conference speaker, and has spoken at conferences including Content Strategy Forum and LavaCon. She can also be found on Twitter, where she shares thoughts on content strategy, literature, and Muppets.

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