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Only Fools Rush In: What Marketing & Communications Professional Need To Know About Threads

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Now that it looks like the much-anticipated but always-farfetched Elon Musk vs. Mark Zuckerberg cage fight is unlikely to happen, we’ll all have to settle for X vs. Threads.

By now, we all know that Threads is Meta’s answer to Musk’s struggling X (formerly Twitter), which continues to deteriorate amid plunging advertising revenue and rising hate speech. Threads holds the record for fastest-growing consumer app, jumping from zero to 100 million users in less than a week after its launch in early July.

Threads was billed as a kinder and gentler version than X, or “Twitter without the rough edges or news,” as The Guardian phrased it.

As a quick primer, here are some of the basic facts about Threads:

  • Users log in to Threads using their Instagram credentials and can port over their entire profiles. No Instagram? Then no Threads.
  • After creating a Threads account, users are free to delete it. But doing so also deletes the corresponding Instagram account.
  • Threads can be used only via the mobile app, but a desktop version is reportedly on the way at some point.
  • Threads’ feed is algorithmically organized – not chronologically, as X is.
  • Posts can be up to 500 characters and can include photos or videos that last five minutes.
  • Threads has no search functionality, hashtags, or advertising.
  • It is not available in the European Union due to regulatory concerns.

The waiting is the hardest part
Unfortunately for Meta, what appeared to be an early success story has now crashed down to reality. Following its peak in the days after launch, Threads saw its number of daily users plummet 79% globally in just a month, according to Similarweb. Relatedly, the average amount of time users spent on the app dropped precipitously, from 14 minutes per day down to 3 over the course of just a month.

These early returns don’t mean that Threads is doomed to fail; just that it’s having significant growing pains after dreams of its overnight success proved to be wildly optimistic.

So, with the Threads hype, followed by its near-inevitable crash back to Earth, what is a diligent and curious marketing and communications professional to do? In short, watch and wait.

It is advisable to secure desired usernames while they’re available, but business-to-business companies should not feel compelled to rush in at this early stage to “join the conversation,” especially since the conversation seems to be dwindling. Instead, marcomm professionals can prepare today for a possibly-more-relevant Threads tomorrow by seeking out answers to the following three key questions:

  • Is our target audience here? Admittedly, without search functionality, this one is tough to answer. However, for most business-to-business companies, the answer is likely to be “not yet,” and quite possibly, “never.”
  • Is it worth the effort? Evaluate the time and resources that Threads would require and consider whether they would be more efficiently directed elsewhere.
  • What’s the strategy? Due to the differing natures of the two social networks, posts to Threads should not be mirror images of posts to X. Experts advise producing humanizing content that shouldn’t be only brand-focused.

While Threads may hold some promise in the future for marketing and communications, companies should not feel obligated to jump on the platform simply because it’s the latest shiny object to briefly attract public attention. As Amendola Jodi Amendola shared last year, the PR landscape continues to evolve, so it’s best to take a cautious approach, monitor your competitors’ social activities, and keep an open mind. 

While this approach may lack the excitement of a bloody battle between two petty, infantile, and thin-skinned ultra-billionaires, it’s what makes the most sense for public relations professionals as Threads seeks to gain traction with a business audience. 

And The Award Winner Is…You!

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Industry awards that recognize a company’s achievement are a valuable, yet sometimes overlooked, component of a successful PR campaign. Winning is fun – but that’s not the only reason to consider seeking industry recognition for your organization, products and services, and employees.

Winning an industry award is an excellent way to promote your brand and build credibility, as well as strengthen your employee recruitment and retention efforts.

Companies seeking award opportunities have an endless number of options, including awards that highlight specific products or campaigns, or honor the outstanding achievements of an individual or organization.

Not sure that seeking awards is worth the time and effort? Consider some key benefits of winning an industry award:

  1. Elevates your brand. When you win an award, you raise awareness of your company or products in the industry, which is especially beneficial for lesser-known players in the market.
  2. Builds credibility. Winning an award from an independent third party may carry more weight than the words of your best company spokesperson. Many awards include a serious vetting process, requiring the company to provide detailed information on the organization, its products, leadership team and overall success. Having outside validation can help customers and prospects feel comfortable that they are making the right choice when selecting your company and its solutions.
  3. Increases employee morale. Everyone likes a winner, including your employees. Winning an industry award can improve employees’ morale and camaraderie, especially if they are involved in the entry process. Furthermore, being an award-winning organization can help with employee recruitment and retaining existing staff.
  4. Creates new PR fodder. Once you’ve been named a winner, you can get the PR wagon rolling to realize big benefits. Make sure your employees, customers and prospects know about your achievement, perhaps starting with a press release highlighting the news. Add a blog post to your website summarizing the reasons you were selected over other worthy applicants. Consider sending an email blast to further amplify the message with customers, prospects, and investors, and note the win in your company newsletter. Don’t forget your social media channels and ask your employees to repost the news as well.

Once you are convinced of the benefits, you will find no shortage of award opportunities. To narrow your choices, consider your key objectives. For example, if you want to raise awareness of your company and products for potential prospects, awards that are tied to your industry vertical might be the best option. Often these awards are sponsored by trade publications, such as Becker’s Hospital Review and Modern Healthcare for healthcare and health IT organizations.  

If your focus is attracting and retaining top talent, look for awards that honor the achievements of individual contributors, or consider one of the many Best Places to Work awards. Some of these programs are segmented by industry, while others target specific geographic regions.

Another way to find relevant awards is to check your competitors’ websites and see if they have been recognized by any programs that align with your goals. Professional associations, such as HIMSS in healthcare or PRSA in public relations, also have award programs that target the talents and achievements of their members. Finally, if you work with a public relations firm, ask your PR professional to help research opportunities on your behalf.

As you identify options, you will realize that application processes vary from fairly simple online forms with no entry fees, to programs with rigorous guidelines, pricey entry fees, and detailed applications that take considerable time to complete. Before applying, vet the various programs by researching previous winners and making sure the program sponsors adequately recognized winners across social media and/or in press releases. Finally, to ensure success, make sure you dedicate sufficient resources to prepare a high-quality application. And if you need tips for writing an award-winning award entry, check out a few here.

Industry awards can give your business a PR boost that supports organizational goals and raises awareness with your target audience. Winning awards is also fun – but as the saying goes, you can’t win if you don’t play!

Why Down Times Call for More Marketing, Not Less

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Tips From The A-Team

The foreman of an orchard reported to the owner that the trees were growing fewer apples and only on the higher and harder-to-reach branches. What should we do, the foreman asked.

Let’s spend less on ladders, the owner said.

That doesn’t make sense, but many businesses react similarly during economic downturns by cutting their marketing and PR budgets, the very things that generate sales and visibility.

We asked our team of experts for their thoughts on why marketing, PR and social media are more important than ever in difficult times. Here’s what they had to share.

A good agency will work with clients to get the most out of a reduced budget, says Senior Account and Content Director Michelle Noteboom: “The right PR team will help you find ways to maximize the value of your PR investment by creatively repurposing well-crafted thought leadership content and earned media placements.”

Tough times often lead to increased competition for a shrinking pie. Doing less marketing puts a company at a disadvantage, says VP Marcia Rhodes: “PR can help differentiate a company from its competitors by highlighting its unique value proposition, featuring its strengths, and showcasing success stories. Effective PR can position a company as a thought leader, innovator, or industry expert, giving it a competitive edge and attracting clients who are seeking stability and reliability.”

Tough times don’t last forever, but tough companies do. Smart companies will take the opportunity during a downturn to position themselves for when the economy recovers, says Senior Account Director Mardi Larson. “Remaining top of mind among your key audiences is important so when conditions improve, they’ll remember you. Plus, with competing companies falling out of the PR field, it’s time to pounce and seize the opportunity to amplify and own your position in the marketplace through earned media,” she says.

“The No. 1 mistake I see companies make during tough economic times is cutting their marketing and PR when, in fact, marketing and PR are what is going to bring your company awareness, which, as we know, leads to business,” says Katlyn Nesvold, Senior Account Director.

An economic slowdown is the time to dig in, says Senior Social Media Account Director Michelle Smith. “In a down economy, investing in your brand and social media presence is crucial for standing out, establishing yourself as an industry leader, and attracting new business opportunities. By creating a unique brand voice and consistently sharing valuable content, you can build credibility and differentiate yourself from the competition, ensuring your business thrives even in challenging times.”

In times of economic uncertainty, businesses want to work with vendors they trust, says Grace Vinton, Account Director and Media Specialist. “Having a solid PR program can help you build that industry trust and help you close the deals you’re trying to close,” she says.

If a downturn prevents a business from creating new marketing content, it can always recycle old material, says Account Manager Maddie Noteboom: “Content marketing can cost far less than traditional marketing, making it one of the most cost-effective methods to connect to your target audience. One low-cost content marketing strategy I recommend to clients is a content refresh. Dig into the archives of old blog posts, ebooks, white papers and infographics, and update them with new insights, fresher graphics, and revamped SEO.”

The experts agree. If you want to harvest apples, invest in ladders.

Avalon Healthcare Solutions Selects Amendola for Strategic PR Services 

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Award-winning healthcare PR agency partners with world’s first and only lab insights company to amplify thought leadership and company achievements

SCOTTSDALE, Ariz., June 6, 2023 – Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, announced today that Avalon Healthcare Solutions, a leading provider of technology-enabled laboratory benefit management and lab insights solutions, has chosen the firm to amplify client successes, thought leadership, and industry best practices.

“The importance of lab insights to the transition to value-driven care, cost control and improved disease management has been long overlooked,” said Bill Kerr, MD, CEO of Avalon. “We’re teaming with Amendola to raise awareness of our solutions and how they help health plans, clinicians and patients ensure the right test is performed, for the right care at the right cost. We chose Amendola for its deep industry knowledge and media connections and we look forward to collaborating with its experts to further our business.”

Amendola is implementing a comprehensive content marketing, communications, and media relations plan for Avalon aimed at showcasing the company’s value proposition, technology and services, new offerings, accomplishments, customer wins, and industry partnerships.

“This will be my fifth time working with Amendola over the past 20 years,” said Michele Norton, MS, RN, Senior Vice President of Product Marketing at Avalon. “I hire them wherever I go because they are simply the best at what they do. They’re part of my formula for success.”

Welcoming Avalon to the agency roster, Amendola CEO Jodi Amendola said, “It’s so gratifying when former clients bring you on board to help their new companies. Avalon is an exciting partner to work with, not just for its innovative offerings, but because the company has repeatedly been singled out for its exemplary workplace culture and leadership. It is an honor to work with such a thoughtful and forward-looking business.”

Avalon provides healthcare plans with lab benefit management solutions and analytics to better manage lab testing in order to control costs, ensure appropriate treatment protocols, and provide actionable insights for earlier disease detection.

About Amendola

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content, and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

About Avalon Healthcare Solutions    

Avalon Healthcare Solutions is the world’s first and only Lab Insights company, bringing together our proven Lab Benefit Management solutions, lab science expertise, digitized lab values, and proprietary analytics to help healthcare insurers proactively inform appropriate care, reduce costs, and improve clinical outcomes. Working with health plans across the country, the company covers more than 38 million lives and delivers 8-12% outpatient lab benefit savings. Avalon is pioneering a new era of value-driven care with its Lab Insights Program that captures, digitizes, and analyzes lab results in real-time to provide actionable insights for earlier disease detection, ensuring appropriate treatment protocols, and driving down overall costs.

For more information about Avalon, visit www.avalonhcs.com.

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Media Contact:

Marcia G. Rhodes

Amendola Communications

mrhodes@acmarketingpr.com

How To Create Media Pitches That Work

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Tips from The A-Team

Fewer reporters, with greater demands on their time. Fewer outlets and more competition for coverage. Face it, it’s a shrinking strike zone for media pitches.

That’s why it’s crucial to make those media pitches as good as possible: well-composed, on target and impossible to ignore. We asked our public relations experts for their advice on how to create pitches that journalists can’t resist:

Know the news and stick to it

“So what?” is the most devastating response to a pitch. “A former colleague who had worked as a newspaper journalist would always ask me, ‘so what does this mean for my neighbor Sally?’ when reviewing my pitches,” says Account Director Megan Moriarty. “A basic pitch to a reporter tells them what the news is, and I always try to add perspective about why it matters for their readers. Answering the ‘so what?’ question in a pitch provides clarity about the potential impact and demonstrates why the reporter should cover the story.”

Remember that the release must work for the outlet, not just the client. “The first question I aim to answer when drafting a pitch is, ‘How does this news provide value to the media outlet?’,” says Account Manager Maddie Noteboom. “If you can make that connection, the rest of the pitch will fall into place. By concisely stating the value to journalists, you can make the transaction feel more mutually beneficial rather than a one-way activity.”

Clients love to talk about themselves in press releases. The problem is journalists don’t care about the company, just the news. “Limit the puffery and keep the company in the background. Always keep the audience in mind,” says Jim Sweeney, senior account and content director.

One way to do that is to make the value of the pitch explicit. “Instead of just pitching a thought leader and their generic bio, explain why this person is the best suited to discuss the topic, especially if you are pitching a vendor!” says Senior Account Director Katlyn Nesvold.

Newsjacking, or tying a pitch to something else happening in the world, is another proven tactic, says Senior Account Director Janet Mordecai: “Pulling from the day’s headlines and directly correlating that to the company or the spokesperson’s experience speaking to that exact issue often works.”

Include data

Reporters love data. It lets them know there is some substance behind the pitch, advises Senior Content Director Morgan Lewis. “Pitches that contained fresh, original and relevant data always got my attention when I was a reporter and editor,” he says. “Case study outcomes, survey data, or clinical trial results that were pertinent to my publication would receive more consideration because the information could be used in so many different ways: a short brief, a stat to include in a related article, or in some cases, a byline about the data itself.”

If a client doesn’t have data, sometimes they can create their own. “Consider conducting an online survey using Pollfish or Harris Poll to generate data that’s supportive or even counter to your pitch. People’s points of view on the story enrich the pitch,” says Mardi Larson, media relations and account director.

Present the news concisely. “Reporters and other influencers consume content differently than in the past. Use bullet points and economy of words to convey your pitch. The pitch still needs to be substantive, but one can’t forget presentation either,” says General Manager Philip Anast.

Identify the right reporter and outlet.

Pitching a journalist or outlet on a subject they don’t cover is not only a waste of time, but hurts your credibility and that of your client, says Grace Vinton, account director and media specialist: “You need to be 100% certain a journalist covers a topic before sending them a pitch about it. There’s no excuse. All of their articles are online. The best pitches are tailored to a journalist’s beat and interest area and will help level-up the journalist’s coverage on the topic in some way!”

When possible, individualize the pitch, says Senior Account Director Yancey Casey. “Making a connection with reporters through custom-tailored pitches is the best way to rise above the noise and drive conversations. Respect their time — and yours — by pitching thoughtfully, concisely, and with their readers in mind,” he says.

On-target and personalized pitching is a great way to build long-lasting media relationships, says Tara Stultz, chief strategy officer: “If you take this approach, reporters will know that you only reach out to them when you have a story that is aligned with what they are looking for. As a result, they will be much more likely to open your pitches, respond to them, and cover your clients’ news and thought leadership. Yes, media relationships matter–and this is how strong ones are forged.”

Write a great subject line.

In the old days, a reporter at least had to open an envelope and read a release before crumpling it into a ball and firing it into the wastebasket. Now, an emailed pitch can be consigned to oblivion without ever being read. That’s why an eye-catching and compelling subject line is so important, says Michelle Noteboom, senior director of accounts and content. She offers the following tips:

  1. Use active voice.
  2. Include a question, e.g., “Can AI tools enhance patient safety? One health system leader says ‘yes’.”
  3. Be provocative when you can, e.g., “We don’t have a doctor shortage. We have a shortage of using doctors efficiently.”
  4. Offer a numbered list, e.g., “5 ways AI is driving documentation efficiencies.”

Keep it short, adds Senior Account and Content Director Maria Meredith: “Make the subject line pithy, with something their readers will care about, and then get to the point quickly within the first few lines. Anything you can do to make it faster and easier for journalists to hone in on stories that will pique their readers’ interest will help build those relationships.”

It’s an unfortunate fact of PR that most media pitches fail to generate coverage, but following the advice above will give yours a better chance of succeeding.

Amendola Honored as a Top Agency for 2023 by PR Daily 

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Healthcare, health tech and life sciences-focused agency wins for the second year in a row 

SCOTTSDALE, Ariz., May 2, 2023 – Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, is proud to announce that it has been named a 2023 Top Small Agency of the Year by Ragan’s PR Daily. Amendola also won the award in 2022. 

PR Daily’s Top Agencies Awards recognize firms that conceive and execute outstanding PR and marketing campaigns. The Small Agency of the Year award goes to top agencies with annual revenues between $5 million and $15 million. Winners were selected based on the strength of award entry forms submitted by thousands of agencies from across the globe.  

“To be recognized as one of the best small agencies in the world for two consecutive years is simply amazing. These awards were made possible only through the efforts of our outstanding team,” said agency CEO Jodi Amendola. “Like every agency we’ve had to deal with fallout from the pandemic, but we’ve never wavered on our standards or our commitment to delivering the best results for our clients.”  

“I have worked with team Amendola for more than 15 years and the reason is simple – it’s all about the results they deliver,” said Greg Miller, Chief Growth Officer, Lumeon. “Team Amendola is fun and easy to work with and what they deliver is much more than just PR. They have deep relationships with industry analysts and journalists, but they also create great articles, content and white papers that get attention, help us build our pipeline and drive opportunities for the sales team.” 

Winners of PR Daily’s Top Agencies Awards will be honored at a ceremony and luncheon on June 14 at the Yale Club in New York City.  

About Amendola 

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn. 

Media Contact: 

Marcia G. Rhodes, mrhodes@acmarketingpr.com 

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Thought Leadership Strategies Are Crucial For Startups And Disruptors

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The first-to-market companies who see a problem or need and develop tech to expertly solve it, aren’t always the ones that win in the marketplace. Why? Because they often are so focused on doing the good work that they miss the opportunity to broadcast their success to the world. They fail to achieve recognition and get the credit they are due as first-movers and capture mindshare, while others flood the market with similar technology, bigger budgets and gain market share.

That’s why thought leadership marketing and communications strategies are crucial to startups and first-to-market disruptors to give a startup street cred and drive online awareness in the marketplace.

Thought leadership will continue to be crucial strategy in the B2B tech space. It’s a go-to strategy anytime technology is transforming, modernizing and disrupting. This is happening in a lot of industries right now — especially in healthcare — where the pandemic has ignited long-overdue, massive digital transformation, from the back office to the OR and to connective home care to life sciences. 

In working with a range of healthcare tech companies from startups to publicly traded entities, our recommended thought leadership campaigns include strategies to drive credibility and massive awareness with targeted audiences and the general public. Campaigns typically include strategic news/content, analyst relations, collaborations, awards, high-profile speaking engagements and, of course, focused efforts to secure earned media coverage for client thought leaders and subject matter experts through interviews, podcasts, webinars, and contributed byline articles.

Many of our clients have seen a white space opportunity — such as a chronic challenge in healthcare — and have solved it with tech. That’s leadership! Creating thought leaders within the client organizations who can share their expertise, amplify and broadcast their solution stories, and even help other peers by sharing their learning, is powerful.

Here are some thought leadership strategy tips to consider:

Analyst Relations

We all know these firms by name – Gartner, IDC, Forrester, CBInsights, Frost & Sullivan, KLAS, and Constellation Research, among many others. They provide consultative services and publish helpful reports that are distributed to their paid client base to help organizations understand the latest technology solutions, where and why to apply these solutions, who the tech vendors are, how they stack up and who to consider in a technology purchase decision. The job of industry analyst is challenging – they have to stay on top of all the many players in several niche areas, even as new players pop up every nanosecond.

  • Tip #1: analysts and their teams take introductory briefing calls to get to know new vendors, which is a smart first step to being included in an upcoming report – earned analyst relations (AR) exposure. 
  • Tip #2: understand your prospects and which firms they rely on the most as analyst firms can play niche roles.  For example, KLAS is among the top trusted resource in healthcare!

Collaborations

As consumers, we see these regularly in the mass market. Right now the hottest collaborations include Cheetos and Kentucky Fried Chicken…Sharpie and Nike…Lego and the streaming series Stranger Things. The formula behind this idea is 1 plus 1 equal more than the sum of the parts, and that brands and businesses can borrow the credibility and equity of each other, shape an exciting and creative story, capture media attention and drive awareness and buzz.

That principle holds true in B2B marketing and communications too. Beyond the obvious – a vendor and a client coming together to tell their success story — we’ve seen creative forces come together for webinars, high-profile speaking engagements and social media and PR campaigns. One of the best examples was in 2011 when Ford and Toyota – two thought leaders in the newly disruptive automotive tech space – teamed up to innovate on hybrid cars.  In healthcare, two thought leaders in a specific movement, say value-based care and AI tech — that aren’t in direct competition for the same geography or niche application space, could join forces to help drive the change. Again, 1+1=3!

  • Tip #1: be creative and look for alignment to execute a mutually beneficial, cohesive collaboration and together tell a powerful industry-changing story.
  • Tip #2: if you come together for a webinar or speaking engagement, don’t stop there! Be sure to repurpose that high-value content, maximizing it across as many paid, earned, social, and owned (PESO) channels as possible. So drawing from the webinar content, consider doing a co-bylined blog post or contributed article, an exclusive co-interview with a media outlet, and social posts tagging each other.

Recognition

Submit your thought leadership work for awards which are not only feel-good recognition for the team, but also lend credibility and generate earned coverage and online buzz. Awards from prestigious organizations like Inc., Fortune, CNN, Forbes and Fast Company and industry-specific awards from the likes of Modern Healthcare or Fierce Healthcare offer high-profile cache and elevate a company’s brand.

  • Tip #1: tell a story in your award application in a way that people will enjoy reading. Recently creating application content, I ran into a question – describe your company to a Martian – which I thought was a stellar approach to demystify the company’s technology story. It forced us to tell the story in new ways and that content made its way back into other channels like the website, sales collateral and more.
  • Tip #2: showcase real-world impact, especially with data, stats and metrics, to round out your application story.

As long as technology continues to advance – AI, ML, VR, G5/6G and more – and startups keep disrupting industries, thought leadership strategies will be an integral part of any successful PR program. From what we can tell, that’s not easing up any time soon.

How To Get the Most Out Of Healthcare Trade Conferences

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Attending healthcare conferences is an investment for your company. Balanced against the costs of travel, lodging and registration are the opportunities to make valuable connections, showcase your company and learn more about the industry. Accomplishing those goals requires a plan to get the maximum benefit from your two to three days at the conference.

At Amendola, our public relations experts boast decades of combined experience planning strategy and executing performance across a wide range of healthcare trade shows, from HIMSS and HLTH to RISE and ViVE.

Creating a successful conference strategy begins with defining what your company is and how it can help clients improve care delivery, reduce costs, or boost efficiency – and how you want to characterize those factors to the market.

“Healthcare tradeshows give you the opportunity to showcase your company’s identity to the world,” says Grace Vinton, account director. “Similar to the way each person has a unique identity and personality, so does your company. Are you smart? Funny? Wise? Risk-taking? Get out of your comfort zone and show the industry who you really are!”

Once strategy is set and media targets are selected, schedule meetings and interviews, but don’t make the mistake of walking into these discussions unprepared. It’s important to prepare and know your audience.

“Plan ahead!” recommends Jodi Amendola, CEO. “Schedule meetings well in advance with prospects, partners, potential investors, new hires, etc.  When I attend a key trade show, I have a full calendar of meetings and events before I even pick up my badge and this has served me well. Trade shows are the ideal venue for meeting new people, but also a time to build on existing relationships and catch up over coffee or drinks. Reuniting with former clients, editors and other industry veterans that I have known for years is my favorite part of the craziness at conferences.”

“As a thought leader packing a lot into just a few short days, it’s vital to stay organized,” notes Katlyn Nesvold, senior account director. “Make sure all your meetings are on your calendar, including media interviews, networking lunches with clients or prospects, and add any sessions you would like to attend directly into your calendar so you know where you’re going on the fly! Print and review briefing documents for interviews in advance in case wi-fi isn’t working, and so you can plan for your day.”

In other words, do your homework.

“My best recommendation for clients participating in media interviews is to spend time reviewing the media briefing information so you are familiar with the publication, the reporter, and the likely direction of the conversation,” says Michelle Noteboom, senior director of accounts and content. “Check out previous stories and interviews to familiarize yourself with the topics that might be of interest to the interviewer.”

Whether your company has a booth, is speaking, or is hosting an event, a thoughtful social media strategy is also important. “When I’ve taken the time to align social content with clients’ conference activities, I’ve seen a huge jump in exposure online and in booth traffic,” notes Maddie Noteboom, account manager. “Whether it’s on LinkedIn or Twitter, there is so much chatter throughout these conferences and it’s a wasted opportunity to be sitting on the sidelines. Start by researching relevant hashtags and trends, making a checklist of photo opportunities, and planning out pre, during, and post-conference insights from company leaders. Do the prep work ahead of time and get in on the action during the conference!”

For newer companies, healthcare trade conferences are an excellent opportunity to raise their profiles among key stakeholders such as investors, partners, and analysts.

“Startups looking for industry credibility to increase sales should implement smart thought leadership strategies to drive recognition from credible third parties, such as industry analyst firms, awards programs, speaking opportunities at high-profile events, and even creative collaborations that allow the lesser-known company to leverage the brand equity of a more-known entity,” recommends Mardi Larson, media relations and account director. 

Similarly, journalists come to conferences hungry for news and the chance to learn about latest industry developments. Companies attending trade shows can take advantage of this need for news by delaying big announcements until the show.

“I always advise clients to save their big announcements for a trade show,” shares Marcia Rhodes, vice president. “Journalists are always looking for news so if you can hold off announcing a new product or acquisition for a few months so that it is unveiled during a trade show, your odds of getting media coverage doubles. Then be sure to bring hard copies of the press release to hand out in your booth and during media and analyst meetings.”

Of course, there’s never a bad time for a refresher on the basics of trade show attendance, including perhaps the most important consideration for conference-goers: The right footwear.

“The important things to remember about healthcare trade conferences are to get plenty of rest, wear comfortable shoes, and leave enough time between meetings for contingencies,” says Philip Anast, general manager.  “Employing these basic tips will amplify your chances of making the most of your media interviews and analyst briefings and bringing the best reflection of ‘you’ to your company and the influencers you’re targeting.”

Amendola Honored for Market-Moving Public Relations and Marketing Work

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Healthcare, health tech and life sciences-focused agency recognized by PRWeek for Best in Health Innovation PR campaign and Gartner for Small Idea, Big Impact podcast launch

SCOTTSDALE, Ariz., March 14, 2023 – Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, is proud to announce that it has been singled out by two professional organizations for outstanding work performed on behalf of clients.

Amendola has been named a finalist in the 2023 PRWeek Healthcare Awards in the Best in Health Innovation category. Amendola designed and led a PR strategy to raise awareness within the healthcare industry of Talkdesk, a provider of contact center software. PRWeek’s awards showcase and celebrate the best campaigns, projects, agencies, in-house teams and individuals across the fast-growing healthcare and pharmaceutical PR sectors.

The agency also is a finalist in the Gartner Marketing and Communications Awards in the Small Idea, Big Impact category for its work on behalf of Medicomp Systems, a provider of diagnostically connected patient data solutions. Amendola worked with Medicomp to create and launch the popular Tell Me Where IT Hurts podcast, which has helped the client reach a wider audience and develop deeper relationships within the healthcare community. The Gartner Awards are a global, annual program to recognize leading marketing and communications professionals and initiatives that have achieved real, measurable business outcomes.

Winners of both competitions will be announced May 24.    

“Recognition from our peers is always wonderful,” said agency CEO Jodi Amendola. “Even more importantly, each of the initiatives recognized by the judges made a market-moving difference for our clients, and that’s what we’re most proud of.”

About Amendola

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

Media Contact:

Marcia G. Rhodes, mrhodes@acmarketingpr.com

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What “Earned” Analyst Relations Can Do For You

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Many PR and marketing professionals hold the mistaken belief that analyst briefings are pointless unless their company has a paid subscription with the analyst firm. Analyst relations are frequently one of the first items marketers seek to remove from our PR proposals.

We firmly believe it is worthwhile for your organization to conduct an “earned” briefing, similar to the earned opportunities your PR team is actively seeking from the media. This is true even if your organization does not have a paid relationship with an analyst firm. Analysts are typically flexible when it comes to scheduling calls or even in-person briefings, provided the privilege of an earned briefing is not misused. Nonetheless, make sure you have something significant to say, and that you are ready for challenging inquiries regarding the strategy, target markets, clients, and even the financials of your firm.

Executives looking to make significant buying decisions about healthcare technology solutions often rely on analyst recommendations. Several companies rely on the rankings of a well-known analyst firm and send their RFPs only to the top 5 vendors on those lists. It is critically important that your organization is included among vendor recommendations when your prospects check in with analysts.

Yes, you’ll probably have to take a sales call along with the briefing. But the intrinsic, long-lasting value of getting in front of key analysts who decide to make the lineup for recommendations makes that 30 extra minutes listening to a sales spiel about their services and events well-worth the effort. Plus, the media often turns to analysts for expert insights. While analysts usually don’t reference specific vendors in their quotes, you do want them to be aware of your positioning so that when they are quoted in the media, your organization’s vision is helping to shape the thinking behind their comments.

Which are the key analyst firms you should consider targeting for “earned” briefings? In general, the most well-known firms are Gartner, Advisory Board, IDC, Forrester, Frost & Sullivan, KLAS, Chilmark, S&P Global and Signify Research. There are analysts, such as Mike Feibus of FeibusTech, who also write articles for media outlets.

Regular briefings with the pertinent analysts at these firms should be a part of your analyst relations strategy. Several of them regularly attend health tech conferences such as HIMSS, ViVE and HLTH. Your PR team should be making sure you connect with them in person during the show. The meet-and-greet at these shows should lead to a full briefing via Zoom a few weeks after the show.

If there is no opportunity to meet in person, visit the analyst firm’s website to view a list of the reports they intend to release throughout the course of the year. Create a briefing schedule based on these reports and then complete an online form requesting a briefing with the pertinent analyst.

So, you got the briefing booked. Now what? Be sure to read “Analyst Briefings Best Practices” for recommendations to help you prepare, including who should attend the meeting, what slide content to include and how many slides you need, practicing your presentation, and more.