Look Left @ Marketing

Reimagine Health is the theme of HIMSS22, which takes place in person March 14 - 18 in Orlando, Florida. People can also participate in the Digital Experience if they can’t travel. 

In this episode of the Look Left podcast, Davida Dinerman gets the inside scoop on the latest  developments for this year’s conference from HIMSS Meeting Services VP Karen Malone, Professional Development VP JoAnn Klinedinst, and Senior Director of Event Programs at HIMSS Media Cynthia Hornketh. 

For a preview of what will be new and exciting at HIMSS22, check out these highlights:

01:08 - Planning for this year’s conference

02:35 - Lessons learned from the COVID-impacted show last August

04:14 - Why relationships and connections matter more than ever

06:22 - The Digital Experience complements the in-person program

08:11 - Networking opportunities via the Digital Experience

10:35 - What’s new for 2022!

12:59 - Amplifying the voices of speakers and attendees via social media

14:20 - A preview of keynote speaker Angela Duckworth

16:31 - Olympic champion Michael Phelps will deliver the closing keynote, “The Pursuit of Dreams”

Companies typically devote a great deal of time and effort to putting together PR strategies. Goals, campaign themes, messaging and media lists are classic components of a plan. But in today’s digital era, SEO data should also be part of the mix—yet, in many cases, it’s not. 

 In this episode of the Look Left podcast, the fourth in our content marketing series, Matt Raven offers three ideas for effectively using SEO data to build a PR plan.

00:54 - Why companies don’t include SEO data and the risks of leaving this material out of planning

03:11 - The reasons companies are still a bit intimidated by SEO

04:50 – Why SEO data needs to be part of message development and refinement

07:17 - What cusp content is — and why it is important

11:03 - How to use backlink gaps to refresh media lists

14:15 - How to expand media horizons by assessing competitor activity

15:22 - The best SEO tools to accomplish proper planning goals

 17:27 - How often SEO data should be revisited

 For more information on using SEO data in PR planning and content development, we invite you to read Matt’s blog post on the topic. 

This is the third installment in our content marketing series. Our previous episodes focused on the art and science of content marketing and avoiding common B2B marketing mistakes. Look Left’s Bryan Scanlon and Matt Raven examine earned media’s role in a content marketing strategy. 

The media landscape is changing all the time, so a company’s earned media content marketing strategy must be flexible. And we find that the most successful companies place an emphasis on making sure that public relations, in-house content and SEO teams all work closely together. Here are a few of the highlights from the latest Look Left @ Marketing podcast: 

00:49 - What is earned media?

04:50 - The value of earned media placements.

07:14 - Keyword strategy is just as valuable to journalists as it is to business.

10:28 - Using public relations to position a company for SEO success.

13:55 - Don’t let keyword strategy drive corporate storytelling. Keep the focus on how to solve customer problems and weave keywords into the story.

17:23 - The importance of a workflow to promote earned media placements.

23:10 - Leveraging earned media placements via account-based marketing.

26:40 - Ensuring integration between earned media and owned content initiatives.

29:25 - Including the public relations team on material developed by a company’s content creation team to ensure everything is media and SEO friendly.

For years, satellite media tours have offered executives the opportunity to share their message through broadcast stations across the country, all from a single broadcast studio. While the pandemic initially impacted the opportunity to conduct satellite media tours, emerging video technologies have opened up many new possibilities. 

Russell Grant is the principal and founder of Live Shot Media, a one-stop video and live broadcast production company. Russell and his team of broadcast professionals have produced hundreds of radio and television media tours over the past 25 years. These tours have amplified the message of Fortune 500 and industry-leading companies and many non-profit organizations.  

Look Left’s Davida Dinerman and John Moran sat down with Russell to explore how satellite media tours are evolving and what executives can do to prepare.

01:35 - Description and value of satellite media tours.

03:50 - How has streaming video impacted media tours?

05:41 - The importance of a distinctive news hook.

08:41 - Covid19’s impact on satellite tours.

11:32 - The differences between in-studio and remote interviews.

15:48 - How producers manage interviews and provide feedback to guests during a tour. 

18:19 - Unique locations for remote interviews and the importance of tying the location to your message.

24:16 - Best practices for doing multiple interviews in a short period of time.

28:23 - The value of media training prep sessions prior to a satellite tour.

Content marketing is critical to raising your brand’s visibility to the right audience. However, there are a number of mistakes—from failing to conduct search optimization to publishing boring content to relying too heavily on owned content—that can offset your team’s hard work.

Look Left’s Bryan Scanlon and Matt Raven have seen just about every content mistake imaginable. They recently shared the top content strategy mistakes companies make and ways to avoid them in the latest episode of the Look Left @ Marketing podcast.

00:50 - Don’t fall in love with messaging that isn’t search-optimized.

01:50 - Top-of-the-funnel B2B content should focus more on problems and pain points instead of solutions.

04:53 - One of the biggest content strategy challenges is producing content for the right sized audience.

06:47 - Content has to be both interesting and SEO optimized.

08:12 - There’s some thought that says the sales funnel is now more of a pinball machine.

09:39 - Owned content is important, but brands also need earned content to gain greater credibility.

11:20 - Successful, efficient content marketing is based on larger, optimized pieces of content that can be repurposed into smaller offerings.

14:49 - Updating older, well-performing content is a relatively painless way to extend its relevance and lifespan.

Fred Bazzoli is a skilled reporter who has written for respected publications such as Modern Healthcare, MedTech Publishing and Health Data Management. Unfortunately, Health Data Management’s publisher shuttered the property in February 2020. 

Through a set of unexpected events, Health Data Management has been revived and will now operate as a not-for-profit publication called HDMgroup, where Fred will serve as the chief content officer and editor-in-chief. Look Left’s Davida Dinerman talked to Fred Bazzoli about the new venture, what readers should expect, and his thoughts on some pressing healthcare data topics. Conversation highlights include:

01:11 - On the demise of the original Health Data Management and its rebirth as a not-for-profit publication in 2021.

02:37 - HDM will be more forward-looking than the original publication.

 04:31 - The new HDM will feature writers well known in the healthcare industry and contributed content.

05:17 - HDM will explore topics that will affect the healthcare industry in the years to come, like electronic health records (EHR).

07:53 - HDM will also explore the impact of cybersecurity on healthcare.

08:49 - Fred shares his thoughts on organizations having an impact on healthcare data processes.

11:08 - As with all new regulations, Fred believes compliance to the 21st Century Cures Act will take time. 

11:36 - Tech giants can impact healthcare today, but what the future holds is still undefined. 

12:43 - The pandemic has resulted in the acceleration of certain kinds of patient care, specifically telehealth.

16:50 - What Fred would be doing if he weren’t in journalism.  

Since 2016, Matt Fisher has combined his two areas of expertise—healthcare and law—to host the Healthcare de Jure podcast. In the bimonthly podcast, Matt talks to various guests about emerging healthcare trends from a legal point of view. He also serves as general counsel for Carium, a telehealth platform company. Before joining Carium, Matt practiced law for more than a dozen years and advised clients across the healthcare spectrum on a wide range of legal matters.

Additionally, Matt is active with the Health Information and Management Systems Society (HIMSS) and the American Bar Association (ABA). He recently spoke to Davida Dinerman on the Look Left @ Marketing podcast. 

01:10 - Matt explains the origins of the Healthcare de Jure podcast and talks about some of his more memorable guests.

04:05 - His passion for the law and healthcare happened unexpectedly.

06:22 - Matt shares details on what Carium does. 

09:22 - At HIMSS, he will discuss the intersection of HIPAA and the 21st Century Cures Act and the opportunity for greater collaboration.

12:56 - Contrary to what some suggest, Matt doesn’t see HIPAA and the 21st Century Cures Act as contradictory regulations.

15:30 - How state-to-state privacy regulations impact how data can flow between care organizations.

18:32 - Matt explores the state of healthcare and tech and how the pandemic accelerated the use of telehealth.

22:23 - Matt shares his thoughts on Zus, the new healthcare platform company founded by former Athenahealth CEO Jonathan Bush. 

Dr. Christy Dempsey is Chief Nursing Officer Emerita at Press Ganey, where she offered clinical guidance to help clients transform the patient experience. Her work has led to significant results, including reducing hospital waiting times by up to 70%, improving patient satisfaction by double-digit percentiles, developing and enhancing teamwork and leadership, and improving operations through scheduling, staffing, and data integration.

In addition, she has been a faculty member of the Missouri State University Department of Nursing since 2008. She is active in the American Nurses Association (ANA) and the Missouri Organization of Nurse Leaders. 

02:05 - The “a-ha” moment that sent Christy on a path toward nursing.

03:50 - Nurses, while highly skilled and trusted, don’t get all the credit they deserve.

5:57 - The use of technology in nursing is a double-edged sword.

8:08 - Nurses need to integrate technology into their interaction with patients, starting at nursing school.

10:54 - Christy shares her journey from nursing to an administrative role.

13:50 - The pandemic offered Christy the opportunity to step back into a temporary patient-facing activity. 

14:50 - Christy, who is based in Springfield, Mo., is seeing an alarming rise in COVID-19 and is trying to use her influence to increase vaccination rates.

15:42 - Christy details her career mentors.

17:22 - Christy discusses the impetus for writing her book, “The Antidote to Suffering: How Compassionate, Connected Care Can Improve Safety, Quality, and Experience.”

20:47 - Preventing healthcare worker burnout requires a new mindset that prioritizes self-care.

23:38 - What Christy would have done if she hadn’t become a nurse.

You produce great content, but is it getting in front of the right sets of eyes? Content marketing is a complex skill set that requires more than just a great writer—you also need SEO smarts. 

Bryan Scanlon and Look Left’s head of digital Matt Raven discuss what content marketing is, how to use tech to optimize content and the strategies to gain greater visibility in the first installment of their content marketing series on the Look Left @ Marketing podcast. 

• 00:50 - Content marketing defined.
• 02:48 - Voice search and core web vitals are changing content marketing.
• 06:33 - The right combination of art and science is critical in SEO.
• 09:36 - The continued importance of organic search in content marketing.
• 10:13: Content marketing and SEO are interdependent on one another.
• 14:11 - Once content has been SEO optimized, what do you do to generate visibility?
• 18:05  - Organizations should embrace engagement with the content it creates.

Founded in 1996, Dennehy Public Relations is a boutique agency, and the woman behind it is Julie Dennehy. She connects brands with consumers via creative PR, having built a diverse portfolio of clients that includes well-known brands, small businesses and events.

Julie has also served as president of the Boston chapter of the Public Relations Society of America (PRSA) and currently teaches at the Boston University College of Communications. Look Left’s Davida Dinerman recently caught up with her. Conversation highlights include:

01:21 - How Julie got into the public relations industry and starting her own agency.

03:20 - Changes she’s seen in PR over the last two decades.

05:40 - Her journey through the “2020 pivot.” 

07:02 - The unique nature of learning as much from her students as she teaches.

10:30 - Learning where younger audiences are getting their news/content is key to future PR success.

13:57 - Her thoughts on how certain obstacles facing women in business are eroding.

19:22 - How the pandemic prioritized creativity and user-generated content in marketing.

23:19 - The concept of “doing well by doing good.” 

27:28 - What PR professionals could learn from jugglers.

31:13 - What Julie would want to do if she wasn’t in PR.