Activate Health Welcomes Sandi Sonnenfeld as Our New Public Relations Director
Activate Health has long recognized the importance of quality content in successfully marketing healthcare and health technology organizations. For 10 years, we have devised effective strategic solutions to meet our clients’ content marketing needs drawing on a mix of owned, earned, and paid media. While the line between public relations and content marketing is increasingly blurred, protecting and enhancing an organization’s reputation remains the primary purview of public relations...
Marketing to Healthcare Executives on LinkedIn: B2B Best Practices for Social Media
With an active network of over 630 million professional users, it’s no surprise that LinkedIn tops the charts as B2B marketers’ favorite social platform. In the last year alone, LinkedIn has reported an 60% increase in content creation across its network. What’s clear is that LinkedIn as a B2B marketing channel is here to stay. What may not always be clear is how to stay on top of new B2B marketing trends, and effectively using these techniques within the healthcare industry. At Activate...
The B2B Healthcare Month in Review: March – April 2021
Curated news for healthcare marketing thought leaders Though the news cycle never truly slows, we’ve seen a shift in healthcare headlines over the last two months, especially with positive updates about vaccination rates and lower COVID-19 cases in the US. Most recently, spring has sprung and was marked with more M&A activity in the name of digital health expansion, a sign that virtual health trends amidst the pandemic are here to stay. Regulatory updates were also plentiful, with...
The B2B Healthcare Month in Review: February 2021
For marketing agencies, healthcare has been a flurry of news and hot topics not only due to COVID-19, but the downstream effects of how the pandemic has pushed innovation and collaboration across the industry. In this month’s edition, we’ve compiled the need-to-know stories for marketing agencies, healthcare communications professionals, and others working to support health systems, insurers and health technology companies. Notable this month is digital health news, including organizations...
WIIFM in health IT: Getting back to basics in health technology branding
In the early days of Activate Health, our leaders were primarily seen as experts in health insurance and health system marketing. We collaborated with many large, national healthcare organizations looking to engage providers, market to consumers and expand the reach of strong (existing) brands. But along the way, we also became sought-after by clients looking to target these very same organizations through B2B healthcare branding and marketing. Many of these companies were in the health...
The B2B Healthcare Month in Review: January 2021
This month, a new White House administration drove new healthcare headlines and spurred more regulatory changes. At the same time, the COVID-19 pandemic continues to make the news with rising amounts of vaccine doses being administered, despite some concerns about lack of planning delaying mass distribution. Finally, the first few weeks of this new year reinforced that healthcare M&A activity shows no sign of slowing in 2021. Read on for a recap of the important stories you may have...
The B2B Healthcare Month in Review: December 2020
In this month’s recap of the top B2B trends and news you can use when marketing to health insurers, health systems and health technology firms, COVID-19 continues to make waves by inciting policy and regulatory changes, telehealth innovation and more. This December, even more headlines were made with the first doses of the vaccine being issued to front-line healthcare workers in the US. As always, we’re here to help you dig out of the unread news in your inbox from over the holidays and...
The B2B Healthcare Month in Review: November 2020
From mergers and acquisitions to new CMS mandates, our team is always striving to keep on top of the latest and greatest of what’s happening in healthcare. At the same time, we constantly hear from our clients and partners that they are overwhelmed by the sheer volume of news stemming from B2B media, research firms and other sources across the industry. Since we’re already doing this heavy lifting, we’ve decided to compile some of the most important insights we’ve sourced every month,...
Who’s a Star in 2020? And what’s a Medicare Star Rating anyhow?
Following is part of a series on B2B healthcare where we break down some complicated concepts for marketers who are new to this industry, or those simply looking to expand their knowledge in order to advance their career. This post focuses on understanding Medicare Star Ratings and their impact and importance for key B2B healthcare stakeholders. According to Healthcare Finance News, 21 Medicare Advantage plans earned 5 stars this year with the release of CMS’s new annual Star Ratings. The...
Marketing to C-suite executives through the power of healthcare thought leadership
Healthcare thought leadership is a term that gets thrown around a lot in the marketing world. But what it really means, and the kinds of results it can realistically generate, can vary based on who you talk to. In our world, healthcare thought leadership is foundational to helping our B2B clients target their buyers and influencers, especially C-suite leaders. These executives may be medical directors, technology VPs and even CEOs at health plans, health systems and health technology firms....