Dodge Communications has established itself as a niche within in niche by specializing in business-to-business healthcare technology PR and marketing. By placing emphasis on media relations, the PR firm has helped clients increase credibility and improve brand recognition. The firm also offers comprehensive, strategic marketing campaigns to bolster their brand within the healthcare space. These efforts have helped Dodge grow to a 19 person firm that experienced a 49% revenue growth in 2008.
Early in their careers, successful public relations practitioners master the balancing act necessary for effective media relations: reconciling their clients’ messaging needs with publications’ editorial requirements. Even in the best of times, this is no simple task. But in today’s tough economic environment – further complicated by a rapid reduction in the number of media outlets and increased pressure to demonstrate PR’s value – effective media relations has become more challenging than ever.
While the differences between B2B and B2C marketing are many – from the length of the sales cycle to the motivations of the buyer – the fundamentals are still the same. Successful marketers in either category must define their audience, hone their key messages and focus on what makes them unique.
For business-to-business organizations – specifically those in the healthcare IT space – increasing the qualified leads coming in via the Web can be one of the fastest ways of increasing market share. Placing a greater focus on your organization’s Web site and outgoing communications will significantly change where you rank in search engines, thus driving more traffic to your site
The use of mobile technology campaigns designed to drive increased brand awareness, purchase intent and customer loyalty is no longer just for B2C outreach. Now, B2B companies are realizing that strategicallyintegrating mobile into aspects of the brand plan can pay off. The key objective is to complement traditional marketing campaigns with new technologies such as SMS – also known as text messaging – in order to differentiate yourself to new and existing clients.
Case study highlights a billing service’s selection, implementation and use of clearinghouse services.
BC Advantage, February/March 2009
Case study highlights a medical practice’s selection, implementation and use of RCM technology.
HFM, February 2008
Bylined article examines how one health system utilizes bar code technology to ensure positive patient ID.
Patient Safety & Quality Healthcare, May/June 2008