A Glimpse Behind the Scenes: Healthcare Marketing at Modernizing Medicine®
Telehealth and Healthcare’s “New Normal” Marketing Campaigns Earn Industry Recognition
The team behind-the-scenes, aka the marketing department at Modernizing Medicine, recently won a 2020 Public Relations and Marketing Excellence Award from the Business Intelligence Group.
Marketing teams can oftentimes be the unsung heroes, as they work diligently behind the scenes on projects to support so many areas of a business, especially sales. It’s always nice to get a pat on the back (even a virtual one) and industry recognition.
This year, Modernizing Medicine’s marketing department received External Campaign of the Year for the team’s work on its campaigns related to the company’s telehealth launch and healthcare’s “new normal.” This post will share the context behind what went into this campaign and our other healthcare marketing initiatives.
Transitioning to Telehealth: Our Healthcare Marketing Pivot
In early March 2020, the effects of COVID-19 began to impact the U.S. and medical practices were being forced to close their doors for in-person visits. Medical specialists, including Modernizing Medicine’s client base of specialty-focused physicians, needed a way to continue seeing patients, while adhering to “shelter in place orders,” and conserving personal protective equipment and space in emergency rooms.
Based on this, the company pivoted and decided to launch its audio and video (synchronous) telehealth platform, modmed® Telehealth (free of charge to our clients through the COVID-19 public health emergency), which was integrated with our PocketPatient™ app for patients. modmed Telehealth is also integrated with the electronic health records (EHR) system, EMA®, for a seamless experience for physicians using the platform.
As trade shows, one of the organization’s and the healthcare industry’s main demand drivers, became nonexistent, our marketing team had to pivot quickly to deploy the telehealth message and the company’s COVID-19 plans. A series of authentic, thought leadership webinars soon became the replacement for live events, along with developing telehealth and other virtual practice content, such as informational slide decks, blogs, webpages, email campaigns, social media ads, digital media placements and more.
There was a full overhaul of many of our creative assets already in flight, specifically digital placements, to focus on messaging around telehealth and healthcare’s new normal. Many of the campaigns that had been currently running were advertising the company’s EHR solution. These were paused to switch to a new, timely product message around a telehealth-enabled EHR system and adjusting to the new healthcare environment.
Rising to the Occasion: Continuing to Drive Interest and Demand
One of the challenges we faced in developing our approach, was capturing the sense of urgency, the ease-of-use, and the spirit of being a potential saving grace during a historic event. We wanted our product to come across as user-friendly and on-brand and for there to be a warmth in the delivery of our message. With so much confusion in the healthcare industry, the goal was to make people feel like they can turn to Modernizing Medicine for an answer. We executed the modmed Telehealth and Healthcare’s New Normal campaigns to do just that. Using bold, succinct headlines, simple and strong product images and direct calls to action lead the audience to the information they needed.
Modernizing Medicine’s telehealth landing page combines soft and approachable graphics with lifestyle imagery to help readers feel connected to the product, while encouraging telehealth adoption for the healthcare professionals we serve.
Marketing Objectives: Telehealth & Healthcare’s New Normal
Some of the objectives for the modmed Telehealth product launch and messaging around the “new normal” in healthcare included:
- Informing current and prospective clients of the new audio and video telehealth platform, modmed Telehealth
- Increasing visibility of our new products among future clients and within the industry
- Enhancing modmed.com with organic search for key terms such as telehealth, telemedicine, patient engagement, etc.
- Equipping our sales team with resources for outreach such as 1:1 personal email invites for webinars and virtual practice slide decks for speaking with prospective clients
- Delivering authentic thought leadership and building trust during uncertain times, both with current and prospective clients
- Providing authentic, informative and consultative experiences to help the medical community
- Accelerating our pipeline of existing opportunities
- Creating content to help our clients market their new telehealth solution and show patients how to use it
- Developing messaging around technology tools that can help practices thrive in healthcare’s new normal and better engage patients
A Few Congratulatory Words
When asked about the team’s recent win, Adam Scott Riff, Chief Marketing Officer at Modernizing Medicine, shared, “Launching telehealth virtually overnight is a true testament to the organization’s collaborative approach and I am incredibly proud to be part of a healthcare marketing team that rose to the occasion and delivered, not only for the company but the healthcare community at large. It’s always nice to have those feelings reinforced by receiving an industry accolade. The campaigns and messaging were built around authenticity. Authenticity is one of the foundational values of a successful marketing program. In our industry, we serve healthcare professionals and physicians who are quite attuned. Everything about the brand needs to be built around driving trust and offering thought leadership, so we are viewed as not just another health IT vendor, but rather an ally — a company who takes a vested interest in the success of their practice.”
Maria Jimenez, Chief Nominations Officer of the Business Intelligence Group, also remarked, “This year, the best-laid marketing plans were tossed aside due to the unforeseen impacts of COVID-19. It’s quite a feat when an entire marketing department and organization work together to get a product and a new campaign out into the market. and that’s just what the Modernizing Medicine marketing team did with their telehealth and healthcare’s new normal campaign. It definitely showcases the team’s talents with the ability to pivot quickly and drive results.”
What You Should Know About the Business Intelligence Group
The Business Intelligence Group was founded with the mission of recognizing true talent and superior performance in the business world. Unlike other industry and business award programs, business executives—those with experience and knowledge—judge the programs. The organization’s proprietary and unique scoring system selectively measures performance across multiple business domains and then rewards those companies whose achievements stand above those of their peers.