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PR Pros and Marketers: Take On Your Toughest Challenges with These Tips from Amendola

Healthcare and Health IT full service agency Amendola Communications shares insights on preventing and mitigating a crisis, ending a publicity dry spell and proving that PR and marketing work

SCOTTSDALE, Ariz., July 30, 2019—PR and marketing aren’t for the faint of heart. If we’re not trying to talk a reporter into writing about our company, we’re pleading with them not to write something that was spilled in an interview. One minute we’re confidently explaining how marketing will enable sales, only to find ourselves tongue-tied when asked exactly how to measure those efforts.

Fear not, PR and marketing pros: you can do this! Amendola, a nationally recognized, award-winning healthcare and health IT public relations and marketing agency, offers one of the most informative blogs available for taking on our profession’s most persistent problems. Check out some of our top posts this summer that give insight on crisis management, getting more pitches accepted, and yes—measuring all of our stellar results.

To receive more tips like these from more than a dozen of the agency’s experts,

subscribe to the blog today.

How to break a pitching losing streak

You don’t have to be a crack marketer to get that a product based on a market want is more likely to succeed than one that isn’t. On the public relations side, however, there’s a tendency to pitch stories we want a journalist to cover—instead of the other way around. No wonder then our pitches go unanswered or directed to e-Siberia: the reporter’s junk inbox. So how do we devise pitches that uncannily match a journalist’s interests and beat? In this informative post, Amendola’s managing director shares his tips for pitches that do exactly that. Read the full post here.

Nix media interview nervousness

We’ve seen it happen time and again. Someone who seems perfectly at ease whenever we  encounter them becomes a different person altogether in a media interview. Suddenly, their confidence is replaced with an uncontrollable urge to ramble on and on in a fruitless search of a point—any point. Unfortunately, that’s one of your few spokespeople. What to do? Start by watching this very short video from one of Amendola’s media training gurus. Even applying just a few of her tips can make a quick difference. Check out the video post here.

Create a better crisis response plan

You’ve spent considerable time putting together a crisis management plan that, hopefully, covers all the bases. But something important feels like it’s missing…something that could derail even the best laid plan if you can’t remember it. Here’s what it is: more of a focus on what to do before and after the crisis. One of the most important prior to a crisis—having enough goodwill on hand to survive it. Read all of the essential components here.

Make sure your marketing and PR measures up

If you can’t measure it, it didn’t happen, according to a frequently repeated maxim in our profession. Trouble is, when you try to figure out how to measure your own campaigns, you often wonder if you’re doing it right. There seem to be so many different opinions out there on the topic, and so much confusing lexicon. Until this blog post from an Amendola expert on PR and marketing metrics. We should all keep this terrific list on hand that details the top metrics that prove the impact of marketing and PR. Access the full list here.

What’s in a blog? In the Amendola blog, quite a bit! We cover all aspects of public relations and marketing, tackling difficult subjects with tried and tested strategies. A go-to source for communications professionals, the blog publishes on a weekly basis and features subject matter experts in every aspect of publicizing and marketing healthcare and health IT companies.

Media Contact:
Marcia Rhodes, Amendola Communications, 480.664.8412 ext. 15 / mrhodes@acmarketingpr.com

HMS Engages Amendola to Drive Expansion Through PR and Media Relations

SCOTTSDALE, Ariz., July 23, 2019 – Amendola Communications, a nationally recognized, award-winning healthcare and health IT public relations and marketing agency, has announced it has been selected as the public relations and media relations partner for HMS, a leading healthcare technology company that helps healthcare organizations reduce costs and improve health outcomes.

Amendola will utilize a broad range of integrated PR, media relations and content development services to drive greater industry awareness of HMS’ innovative technology, analytics and engagement solutions that save public and commercial payers, as well as employers and at-risk healthcare providers, billions of dollars annually while helping consumers lead healthier lives. Chiefly, Amendola will be driving brand awareness of the HMS’ population health management solutions through earned thought leadership content, media outreach campaigns, conference speaking opportunities, as well as strategic PR counsel and planning.

“We need a savvy and skilled partner to hit the ground running as we expand our fast-growing population health management suite as well as our industry leading coordination of benefits and payment integrity solutions,” said HMS Chief Marketing and Strategy Officer Maria Perrin. “Amendola’s decades-long healthcare and health technology expertise and experience is impressive, but what excites us the most is the proven results they’ve delivered for clients across a wide range of trade, national and local media, as well as through social platforms. Amendola is a perfect partner to help us generate the type of awareness and growth we’re pursuing in the highly competitive healthcare market.”

“HMS is an established health tech leader with an impressive track record of saving billions of dollars for their customers, while helping to improve health outcomes for consumers,” said Jodi Amendola, CEO of Amendola Communications. “That’s why we are excited to partner with them as they expand their footprint in the growing population health management market segment with solutions that are both unique and drive real results.”

Founded in 1974, HMS is based in Irving, Texas, with more than 2,500 employees in 25-plus offices across the country. HMS’ customer base includes more than 40 state Medicaid programs and more than 325 health plans, including 23 of the top 25 health plans nationally based on membership. Customers also include more than 150 private employers, the Centers for Medicare and Medicaid Services, the Centers for Disease Control and Prevention, the Department of Veterans Affairs, pharmacy benefit managers and risk-bearing provider organizations, including independent practice associations, hospital systems, ACOs and specialty care organizations. The company is a wholly owned subsidiary of HMS Holdings Corp., traded on NASDAQ (ticker: HMSY), and certified by HITRUST.

Amendola will promote HMS through numerous PR and content development programs, supported by Amendola’s top-tier industry and media relations. The agency will work with HMS to deliver to federal, state and commercial payers and risk-bearing provider organizations a broad range of targeted content, drawing on Amendola’s deep industry knowledge and diverse media relationships in healthcare, business and consumer media. Amendola also will be responsible for driving coverage of HMS’ leaders and highlighting how analytics can identify, stratify and guide members and patients toward healthier and adherent behaviors and away from adverse events, emergency department utilization and hospitalizations.

About HMS

HMS advances the healthcare system by helping healthcare organizations reduce costs and improve health outcomes. Through our industry-leading technology, analytics and engagement solutions, we save billions of dollars annually while helping consumers lead healthier lives. HMS provides a broad range of coordination of benefits, payment integrity, care management and consumer engagement solutions that help move the healthcare system forward.

Media Contact:
Marcia Rhodes
Amendola Communications
480.664.8412 ext. 15
mrhodes@acmarketingpr.com

 

 

 

 

 

 

 

 

 

HIT PR Veteran Jodi Amendola Named Finalist on PR News’

2019 Top Women in Healthcare Awards

SCOTTSDALE, Ariz. – July 9, 2019 – Amendola Communications founder and CEO Jodi Amendola has been named a finalist for the PR News Top Women in Healthcare for 2019 award. The prestigious award recognizes the most innovative women in the healthcare public relations space. Amendola was singled out for her work leading and executing high-performing global communications campaigns for leaders in healthcare information technology, biotech and beyond.

Jodi Amendola

Other award finalists include executives from some of the nation’s best-known healthcare organizations, including Blue Cross NC, UnitedHealthcare, Optum, and Dignity Health.

Amendola is a recognized HIT PR veteran, who has won numerous industry awards, including PR News’ Top Women in PR for 2017, PRSourceCode’s “Top PR Pro” award (multiple years) and an elite Forty-Under-40 Business Leader by the Phoenix Business Journal.

Amendola and her team have created high-impact PR and marketing campaigns for an extensive client roster that has included Intel, McKesson, Allscripts, Health Catalyst, etc. Founded in 2004, Amendola Communications has been recognized by PRSourceCode as a “Best-of-the-Best” agency nationwide for several years, and the firm has been named a top Healthcare Agency in Ragan and PR Daily’s Ace Awards.

Amendola is an active member of the National Charity League and has served on numerous leadership boards, including AzHIMSS, the Arizona Friends of Foster Children Foundation, X2 Health Network, D.A.R.E. NJ and the Community Resource Council.

Most recently, Amendola was unanimously appointed to the board of the Help in Healing Home Foundation, a not-for-profit organization in Phoenix that offers low-cost lodging and care to patients recovering from major surgeries or awaiting transplants. Amendola Communications provides pro bono marketing and promotional PR support for the Foundation.

“I am so grateful for this honor and want to acknowledge my colleagues, clients, employees, associates and family who have supported me along the way,” said Jodi Amendola. “Being recognized by PR News is an honor that inspires me to give back. I am so proud of our agency’s mission to accelerate the market success of innovative health and healthcare technology companies, playing a vital role in improving the health of people everywhere.”

The Top Women in Healthcare Awards Luncheon will take place on July 16, 2019 at The Yale Club in New York City. The event will bring together female leaders from a wide range of healthcare organizations, all working to better the lives of patients and the broader community through their work.

Media contact:

Marcia Rhodes, Amendola Communications

mrhodes@acmarketingpr.com

480.664.8412 ext. 15

 

 

 

 

 

 

 

DisposeRx Engages Amendola for Strategic PR, Content, Social Media and Marketing Strategy and Services

Healthcare agency to elevate PR and marketing program for drug disposal company

SCOTTSDALE, Ariz., June 11, 2019 – Amendola Communications, a nationally recognized, award-winning healthcare and health IT public relations and marketing firm, announced today that DisposeRx, Inc., has hired the agency to provide strategic PR and marketing services, including media relations, content creation, marketing materials and social media.

DisposeRx, based in Sanford, NC, is committed to the eradication of leftover medications through its innovative, at-home technology. Through its proprietary blend of FDA-approved materials, DisposeRx provides an eco-friendly, site-of-use solution for the disposal of unused medications, meaning a drug can be safely, quickly and efficiently neutralized and disposed of wherever leftover drugs are kept, including the home medicine cabinet. The ability to bring the solution to the problem of leftover medications is especially important for opioids and other prescription drugs, which can lead to accidental poisonings—especially in children—and to drug diversion, abuse and death.

When water and the DisposeRx powder are added to medications in a pill bottle and shaken, the drugs dissolve and a gel is formed, rendering the medications unavailable and unusable; the contents can then be thrown away in the household trash, reducing diversion, exposure and harm. This is the only site-of-use disposal method that uses a government-approved prescription vial with a child-resistant closure to capture the drugs and is eco-friendly when discarded.

As John Holaday, PhD, chairman, founder and CEO of DisposeRx says: “Because the powder and water are added to the prescription vial itself, as the leftover pills dissolve, they become part of the gel solution.” Compared to current suggested disposal guidelines, DisposeRx’s packets are met with the highest level of customer satisfaction. DisposeRx is available with opioid prescriptions free-of-charge at leading pharmacies across the United States.

Dr. Holaday says he and DisposeRx leadership decided to work with the Amendola team because of their deep expertise and contacts in healthcare, as well as their understanding of the societal significance of DisposeRx as an extremely important disposal mechanism. “As a nation, we are all extremely concerned about the after-effects of prescriptions that are left in medicine cabinets and can be diverted, contributing to the opioid epidemic and other societal and public health problems,” Dr. Holaday said. “Our mission is to educate consumers about the need for proper leftover medication management, and Amendola is our strategic weapon in reaching decision-makers and influencers quickly, as well as helping us accelerate our continued growth. With our efforts and Amendola’s support, we can tackle the major issue of eco-friendly, at-home, site-of-use disposal, and shed light on the tragic consequences of drug diversion and the environmental consequences of improperly disposing of leftover medications.”

Jodi Amendola, CEO of Amendola, said that the agency is focusing on advancing DisposeRx’s important mission to educate stakeholders such as retail pharmacists, health plans, pharmacy benefit managers and healthcare providers about practical, convenient, cost-effective and safe medication disposal. “Increasing the adoption of DisposeRx packets can decrease the potential misuse of leftover drugs, including accidental poisonings, overdoses and death,” she said. “Our public relations and marketing programs will directly address the question, ‘What do I do with my unused medications to prevent misuse, while also protecting the environment?’”

Amendola is implementing a comprehensive media relations plan that will include aggressive media relations to showcase the results of DisposeRx’s innovation, partnerships and social responsibility and community involvement. A multi-pronged communications approach will include press releases and media engagement; bylined thought leadership articles; and speaking engagements and awards to position DisposeRx as subject matter experts and thought leaders. In addition, Amendola will manage multi-media, interactive marketing activities to fuel DisposeRx’s adoption and lead generation.

About DisposeRx Packets

DisposeRx packets contain a blend of proprietary solidifying materials that provide an at-home, site-of-use solution for the neutralization and eco-friendly disposal of unused medications. When water and DisposeRx powder are added to drugs in a prescription vial and shaken, the drugs are chemically and physically sequestered in a viscous polymer gel. DisposeRx is made of materials that are FDA approved for oral medications. For more information and to order DisposeRx packets, please visit our website at: https://disposerx.com/

About DisposeRx, Inc.

Located in North Carolina, DisposeRx, Inc. is a drug disposal company with a mission to eradicate the misuse of unused medications through innovative at-home, site-of-use technology. The company is spearheading programs to educate consumers and communities about at-home, site-of-use medication disposal solutions to prevent drug addiction and poisonings, overdoses and deaths. DisposeRx’s easy-to-use disposal solution empowers users to secure a healthier home by facilitating the efficient disposal of unwanted medications.

Media Contact:

Tara Stultz
Amendola Communications
440.225.9595
tstultz@acmarketing.com

 

Amendola Communications Expands Marketing and Communications Team, Appointing Stacy State as Senior Account Director  

SCOTTSDALE, Ariz., May 29, 2019—Amendola Communications, a nationally recognized, award-winning healthcare and healthcare IT public relations and marketing agency, announced today that Stacy State has joined the team as a senior account director. State will create and manage integrated marketing and communications programs, develop lead-generation initiatives, provide strategic counsel, and tell clients’ stories to targeted audiences by leveraging media relations and influencer relationships and strategies.

Stacy State

State brings nearly 20 years of marketing and product development experience across several healthcare verticals including providers, payers and health IT platform vendors. Having held marketing leadership roles at healthcare companies such as Humana and ZirMed (now Waystar), she has a proven track record of driving growth through lead generation strategies; developing and executing strategic communications and marketing programs; and leveraging PR and innovative digital strategies to transform brands.

“Amendola has a stellar reputation in the industry, and I’m excited to join an award-winning team of healthcare and health IT experts committed to the success and growth of our clients,” State said.

The agency’s CEO Jodi Amendola said clients will benefit from State’s marketing expertise as well as her ability to advance PR strategies to drive tangible business results for healthcare innovators, ranging from start-ups to mid-size and Fortune 100 companies. “Stacy’s deep knowledge of the healthcare industry ecosystem and extensive experience leading marketing strategies will allow her to bring immediate positive results for our clients,” Amendola said.

Prior to Amendola, State held the role of director of marketing for Advantum Health, a billing services company focused on physician and hospital billing. At Advantum, she served on the executive leadership team, creating a new brand for the company and guiding them through three strategic acquisitions.

Before that, State served as the director of enterprise marketing for ZirMed, a revenue cycle management company. State played an integral role in introducing ZirMed to the hospital and health system market and increasing year-over-year revenue bookings by millions of dollars. At Humana, she led initiatives that included new product development, mergers and acquisitions, clinical program communications, and customer messaging and engagement.

State earned her MBA from Indiana University and her bachelor of arts degree in sociology from the University of Kentucky.

Media Contact:
Marcia Rhodes
Amendola Communications
480.664.8412 ext. 15
mrhodes@acmarketingpr.com

Get Your Marketing and PR Programs Ready for Summer

Healthcare IT public relations agency Amendola Communications offers three ideas to help keep marketing and PR programs filled with energy and enthusiasm

SCOTTSDALE, Ariz., April 24, 2019—As we near the end of spring, we’re reminded that vacation season is just around the corner. But while we firmly believe busy marketers and PR professionals deserve plenty of fun in the sun, we know that a good communications strategy never takes a day off.

That’s why Amendola, a nationally recognized, award-winning healthcare and technology public relations and marketing agency, offers three suggested posts from its blog to keep your PR programs fresh, vital and effective–even during the laziest days of summer. (To receive more tips like these from more than a dozen of the agency’s experts, be sure to subscribe to the blog today.)

Take a holistic approach to your content strategy

We’ve all heard that these days content is king. But all too often organizations focus more on delivering a high volume of content rather than whether that content will actually help them achieve their business objectives. The best results come when organizations build cohesive, holistic campaigns based on well-defined strategies instead of posting individual pieces on whatever happens to capture their interest that day. Read the full post here.

Make the most of your professional PR writer

Speaking of content, once the holistic strategy is in place, it’s time to start getting the organization’s subject matter experts together with the writer who will help them turn their expertise into PR gold. While it can be difficult for these experts (especially those at the executive level) to think about adding a call with a writer to their already busy schedules, the rewards are great if those calls are approached correctly. Here are five tips to assure everyone is happy with the process – and the outcome.

Follow these tips for a terrific media interview—every time

After doing a few successful media interviews it can be easy for busy executives to fall into the trap of feeling like they don’t need to do much to prepare anymore. But interview opportunities are like snowflakes. Each has its own unique characteristics that can throw even the most experienced veterans off-message if they’re not ready. This blog post explains some of the basics interviewees should do every time to optimize every media conversation—and to make sure that they don’t inadvertently say something they don’t want to see in a media outlet.

Amendola’s blog covers all things public relations and marketing. A go-to source for communications professionals, the blog publishes on a weekly basis and features subject matter experts in every aspect of publicizing and marketing healthcare technology companies.

Media Contact:
Marcia Rhodes, Amendola Communications, 480.664.8412 ext. 15 / mrhodes@acmarketingpr.com

 

 

Amendola Appoints Seasoned Communications and Public Relations Leader Jennifer Cohen as Senior Account Director

SCOTTSDALE, Ariz., April 2, 2019Amendola, a nationally recognized, award-winning healthcare and healthcare technology public relations and marketing agency, announced today that Jennifer Cohen has joined the agency as senior account director. Cohen will create and manage client programs and initiatives, provide strategic counsel, and represent the agency’s healthcare/healthcare IT clients in front of media and digital influencers.

Jenn Cohen

Cohen brings to the agency nearly 15 years of experience building, managing and executing marketing, communication and PR programs. Having worked for companies such as Change Healthcare and NextGen Healthcare, Cohen has a wealth of experience leading high-performing teams; building and executing strategic communications and marketing programs; and leveraging PR and innovative digital strategies to transform and protect her clients’ brands.

Most recently Cohen held the role of corporate communications director for NextGen Healthcare, where she served as a C-suite advisor, guiding the executive leadership team through a brand transformation and two strategic acquisitions. Additionally, she led employee and client communications, public and media relations, and investor relations, ensuring relevant and consistent communications to both internal and external stakeholders.

Prior to NextGen Healthcare, Cohen served as director of strategic product marketing and communications for Change Healthcare, one of the largest independent healthcare IT companies in the United States, servicing customers across the entire care continuum.

“Jenn brings a rich portfolio of skills and relevant experience developing comprehensive marketing, communication and PR strategies for companies of all sizes,” said the agency’s CEO Jodi Amendola. “Her deep understanding of the healthcare/HIT landscape and extensive experience leading M&A strategies will bring additional capabilities to the robust and diverse Amendola PR and marketing team.”Cohen holds a bachelor of arts degree in journalism and strategic media planning from Arizona State University.

Media Contact: Marcia Rhodes, 480.664.8412, ext. 15, mrhodes@ACmarketingPR.com

Central Logic Engages Amendola for Strategic PR and Marketing Strategy and Services

Healthcare agency to build thought leadership and share of voice for transfer center solutions company

SCOTTSDALE, Ariz., March 19, 2019 – Amendola, a nationally recognized, award-winning healthcare and technology public relations and marketing firm, announced today that Central Logic has engaged the agency to provide strategic PR and marketing communications services.

Central Logic, based in Salt Lake City, Utah, is a leader in transfer center technology solutions. Its data-driven transfer center platform ensures patients get access to the right care without delay.

Central Logic CEO Angie Franks noted that the company’s people and products are key to the success of the transfer centers it works with. “The Amendola team understands not only our communications objectives, but also our commitment to driving better clinical outcomes for patients and delivering a financial ROI for our clients. We’re excited to work with them to spread that message.”

“Central Logic has an experienced leadership team with both business acumen and a deep appreciation of the challenges that providers and referring physicians face, especially when it comes to timely, safe and efficient patient transfers,” said agency CEO Jodi Amendola. “Increasing their share of voice in healthcare through thought leadership, content development and media placements isn’t just a PR win for Central Logic, it’s a win for all of the hospital and health system leaders who can learn from them.”

Amendola will create a comprehensive media relations plan that will include securing media placements to showcase the results Central Logic’s partnerships drive. A multi-pronged communications approach will include press releases and media pitches, contributed content, speaking engagements and awards to position the team as subject matter experts and thought leaders. In addition, Amendola will assist with videos and marketing activities to help with lead generation and sales enablement.

About Central Logic

For health systems, managing patient transfers is a life-saving endeavor. Central Logic is a pioneer in the space and was founded solely to support this mission. Our flexible, purpose-built solutions provide superior real-time visibility and unmatched business intelligence to optimize the operations of health system patient flow command centers. Clients count on Central Logic to deliver strong growth, find new ways to improve patient outcomes and make their operations more effective, today and into the future. Based in Utah, Central Logic is an industry leader with a 96% customer retention rate working to get patients the right care, at the right place, without delay. For more information, visit www.centrallogic.com.

Media Contact:

Marcia Rhodes
Amendola Communications
480.664.8412 ext. 15
mrhodes@acmarketingpr.com

 

Why Sales Is Content Marketing’s Best Friend

Why Sales Is Content Marketing’s Best Friend (and the Importance of Being a Good Buddy)

If you’re a content marketing professional who is anything like me, I feel for you. But let’s set that aside for the moment.

If you’re a content marketer, you might be overlooking one of the best sources of intel regarding how your target audience talks and—just as important—how they don’t talk.

Here’s the thing, good people: Search data can be instructive. It can also be misleading. At the very least, it needs to be gut-checked against the experience of the experts who continuously interact with, and listen closely to, the decision makers and influencers your company needs to reach. Who are these mysterious experts?

Your company’s sales force.

Look to your left. Look to your right. One of those people might be a salesperson.

To forge a good working relationship with salespeople around content marketing, you have to remember that the demands on their time are already quite high, their leadership is understandably protective of their attention, and in some cases their insights and best ideas were previously hoovered up to create resources or wins for which they didn’t receive any real credit.

So it’s critical to be a conscientious colleague. Put yourself in their shoes and approach working with them as a two-way street, rather than a one-way value-extraction operation.

The glorious benefits of working with salespeople

Let’s look at a simple example from the world of revenue cycle management (RCM).

Imagine you work for a company that sells software and hardware solutions designed to help providers accept and process patient payments, verify patient insurance and coverage details, and estimate patients’ financial obligation before they receive care.

Further imagine that your company has two sales teams—one focused on small and medium-sized outpatient facilities, and one focused on large hospitals and health systems.  Finally, imagine that you, the snazzily dressed content marketer, need to develop content that helps generate quality leads for both teams.

Step one is understanding the same messaging won’t necessarily work for all audiences. Step two is making sure you gut-check the messaging and language you do use with the salespeople who talk to those audiences every day, and pick their brain for what makes the relevant decision makers perk up their ears. Doing so will ensure you don’t mix messaging when it needs to be segmented, and that you don’t waste time segmenting your messaging where it doesn’t need to occur.

For small and medium-sized providers, topics and terms related to the above example might include “front office,” “patient payments,” or “patient collections.”

But an executive at a health system might see those same terms and think, “this content isn’t really intended for me.” Why? Because their ears and eyes are more attuned to terms such as “patient financial services” (PFS), “patient access,” and “patient financial responsibility.” In addition, they might hear/read “patient collections” as an outsourcing service, rather than a function conducted in-house as part of PFS.

That’s the kind of real-world insight you gain from working with your salespeople. And when you have it, you not only have the ammo needed to self-optimize your content marketing work product—you also have grounded insight that can inform your paid search and advertising, your booth materials, keyword research, direct mail campaigns, and all other marketing activities that involve copy in one capacity or another.

Pull up a chair and stay awhile

As I mentioned above, to truly harness the power of your sales team’s insight, you have to step up with respect. Here are a few suggested best practices based on my experience of getting it wrong and getting it less wrong:

Don’t schedule a stupid meeting. Examples of stupid meetings include:

  • Any meeting that takes place during that salesperson’s most critical or productive selling hours. (Ask them what day/time is best.)
  • Any meeting that cuts into their time at the end of the month or end of the quarter.
  • A meeting in which you give a lengthy presentation or introduce yet another spreadsheet where they’re supposed to do or track something.
  • A meeting scheduled based on assumed interest or assumed uniform interest. Talk to the sales managers a little first; they’ll know who to connect you to.

Ask if it’s OK to just kind of hang out and work on your own stuff while you absorb what they’re saying to prospects, upsell clients, and each other. Not everyone is comfortable with this approach, and not every office setup is conducive to it, but pulling up a chair and being a fly on the wall (or wherever the chair is) is a great way to gain insight and generate new content ideas. Even better, it cuts down on the additional demands you’re placing on sales folks’ time and attention.

Snacks never hurt nobody. You’re a guest in their world. Bring some good coffee, some quality cookies, a bag of dang fine tangelos—whatever floats your bobber. If you really, really have to schedule a stupid meeting, spring for lunch. These are gestures of respect, but they’re also a helpful way to get and keep the conversation going. Based on careful research, I can tell you it’s called breaking bread for a reason.

Look for ways to help them. Whether it’s copy-editing a high-profile email, showing them a Microsoft Word or Google Docs trick, or helping them navigate a byzantine content management system, there are countless ways your skills can turn the hangout into a more equitable exchange.

Celebrate and reward. Make sure their bosses (and, as appropriate, their bosses’ bosses) are aware of the their extra effort and contributions—after you demonstrate qualitative and/or quantitative improvement.

Summing up: Snacks are key, content is king

Pair this approach with an overall sound marketing and PR strategy, and your prospect audience(s) will experience a seamless content funnel that feels almost perfectly tailored to their interests—one that makes them want to learn more.

Amendola Communications Adds Content Marketer and Healthcare IT Specialist as Senior Writer

SCOTTSDALE, ARIZ. – March 12, 2019Amendola Communications, a nationally recognized, award-winning healthcare and healthcare technology public relations and marketing agency, announced today that Louie Holwerk has joined the agency as Senior Writer. An award-winning healthcare IT writer and content marketer, Holwerk will create a wide variety of PR and marketing materials for the agency’s healthcare/healthcare IT clients.

Holwerk’s specializations include revenue cycle management (RCM), healthcare predictive analytics, and industry and regulatory trends through the lens of how they impact providers, patients, and communities. Prior to joining Amendola, he led the strategic messaging, PR writing, and content marketing efforts at ZirMed, which subsequently merged with Navicure to form Waystar.

In addition to his healthcare IT experience, Holwerk held key communications roles at Groupon during its meteoric growth, and successfully steered strategic sales communications as the company shifted from an email- to a search-driven business. Most recently, he provided consulting services to early-stage startups as well as industrial manufacturing and specialty RCM firms. He began his career as a freelance writing and visual arts professional.

Agency CEO Jodi Amendola said: “Louie’s strong background in content marketing is the perfect complement to his health IT knowledgebase. Increasingly, our clients look to us to assist them in optimizing their content performance and marketing funnel while also conducting strategic, impactful PR activities. We’re excited to have him on board as part of the A-Team.”

“Having worked with Amendola on the client side, I’m thrilled to be joining a team of world-class marketing and PR professionals,” Holwerk said. “I’m also looking forward to working with Amendola’s clients—they’re changing the game in healthcare, and contributing to their storytelling and content-marketing efforts is a true honor.”

Holwerk holds a B.S. in Journalism from the University of Wisconsin-Madison, where he also earned certificates in Folklore and Creative Writing. He holds an MFA in Writing from the School of the Art Institute of Chicago.

Media Contact: Marcia Rhodes | 480.664.8412 x 15 | mrhodes@acmarketingpr.com