Bold Breakthroughs: Capturing Media Attention in a Crowded Landscape

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. The HLTH Conference is right around the corner, and in honor of this year's theme "Be Bold," we're celebrating the upcoming event with a special series of episodes focused on what it means to be bold in marketing. For the first episode of the series, Sara is joined by John Lynn to explore the evolving landscape of health care marketing, focusing on video content, authenticity, and the dynamics of media presence in the health industry. John Lynn is the founder and chief editor at HealthCareSCENE, which includes platforms like HealthCare IT Today and SwaayHealth, boasting over 17,000 articles, 600 podcast episodes, and a community of over 200,000 followers. John's insights into media trends and health IT make him a perfect guest for discussing how to stand out in the crowded healthcare landscape. We’re diving into the crucial shift from traditional articles to video content for storytelling, the evolution in content syndication focusing on social media clips, and the growing importance of authenticity in today's content. John shares his expertise in dealing with the noisy healthcare industry by emphasizing customer-centric messaging over using trending but often overused buzzwords. We’ll also touch on personal connections cultivated through video content, the philosophy behind genuine conversations, and the challenge of maintaining this authenticity across various content forms, such as podcasts, newsletters, and social media. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways:

1. Shift from Articles to Video Content: John Lynn underscores a notable shift in content strategy—from prioritizing written articles to embracing video content for storytelling. This transition caters to modern consumer preferences and allows for versatile repurposing across articles, podcasts, newsletters, and social media, broadening content reach and engagement.
2. Authenticity in Content: The age of overly polished content is waning. Listeners now crave raw, authentic conversations. John emphasizes the preference for less polished, genuine content as more relatable and trustworthy, fostering a personal connection between the audience and content creators.
3. Evolution in Consumer Behavior: There is a growing preference for brief, "quick hit" content among consumers, which often sparks interest in longer, more in-depth content. This shift suggests that concise, engaging clips on platforms like Instagram or TikTok can serve as gateways to more comprehensive material.
4. Journalism and Conference Coverage: The landscape of health journalism, especially in covering conferences, is changing. Financial constraints and evolving media preferences mean journalists attend fewer conferences, while user conferences see a rise in popularity. John emphasizes the importance of capturing valuable insights and connecting directly with people over rigid session attendance.
5. Balancing Quality and Authenticity: Creating content that strikes a balance between high quality and authenticity is paramount. John discusses the practice of preparing for discussions with bullet points to stay organized while avoiding scripts for a more credible and natural conversation. This approach ensures content is both informative and genuine.

We hope you enjoyed this deep dive into the modern dynamics of health care marketing with John Lynn. Remember, the key to standing out in this noisy landscape lies in authenticity, leveraging brief content for deeper engagement, and understanding the evolving preferences of your audience. Stay tuned for more insightful discussions on the Health Marketing Collective, where strong leadership meets marketing excellence. Don't forget to subscribe to keep up with our latest episodes! [embed]https://youtu.be/L0uq6wRgbek[/embed] About John Lynn John Lynn is the Founder of Healthcare Scene. Healthcare Scene is a unique healthcare IT network which consists of 10 EHR and Healthcare IT blogs containing over 11,000 articles published over 11 years. Of those articles, John has written over 5500 of the articles himself. These EMR & Healthcare IT related articles have been viewed over 18 million times and John has over 80k social media followers & 53k email subscribers who follow him as a thought leader in the EHR & Healthcare IT space. John also led Healthcare Scene’s acquisition of the leading Health IT Job board, Healthcare IT Central. This included the acquisition of Healthcare IT Today, a unique career resource for healthcare IT professionals. In 2014, John launched the first of its kind Healthcare IT Marketing and PR Conference (HITMC). Through John’s leadership, this conference has become the premiere venue for health IT marketing and PR professionals to learn and network with their peers. Plus, out of this conference, John has organized a strong community of marketing and PR professionals who are working to improve healthcare. John has given keynote speeches and taught workshops across the country and around the world. John has spoken at the Healthcare Information and Management Systems Society (HIMSS) Annual conference 6 times and at conferences like CES (Consumer Electronics Show), SXSW, and CTIA – The Wireless Association along with keynote speeches at EHR user conferences include Modernizing Medicine’s EMA Nation and the gMed Summit to name a few of his speaking engagements. John has also taught multiple EHR workshops in Dubai with attendees from throughout the Middle East and Asia. John co-founded Influential Networks and Physia and is currently a formal advisor to three healthcare IT companies. John was previously an advisor to docBeat which was acquired by Vocera. John has 4 children and a beautiful wife that keep him grounded and remind him of what’s important in life. John loves to play competitive ultimate frisbee and dance. His love of dance is reflected in his Reality TV blog network which covers shows such as Dancing with the Stars, So You Think You Can Dance, and America’s Got Talent. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy and @ehrandhit and LinkedIn.