Healthcare Marketing That Is Strategic, Holistic, and Integrated

If a health IT company is sending different messages in its materials (technical and marketing) or through its sales team, clients will have trouble trusting the company or even knowing whether its solution is relevant to them. If customers’ online research turns up a different focus from what the company is saying in sales and marketing, that too is a big problem. fuoco helps healthcare firms coordinate their messaging, content and data across departments and media channels and optimize them for AI search engines, an approach they call “Media Engine Optimization” or MEO. We recently sat down with fuoco’s founder and chief firestarter Kriste Goad to learn more about their unique perspective on extreme client collaboration, busting marketing silos, and how to help healthcare IT companies not get left behind. She points out that there are more sources of data and more online channels for messaging, than ever, so coordination becomes both more difficult and more critical. The AI searches conducted by potential clients complicate the scene even further—and like search engine optimization, “No one has it totally figured out yet.” In an environment where everybody is seeking information online, the old cliché “Content is king” takes on even greater force. Goad praises “brand journalism” where a company presents information about itself in more editorial, less salesy ways, helping customers see themselves in the stories being told and the impact being delivered. Too often, marketing efforts are siloed and even “a bit chaotic,” and some companies depend on canned advice from experts that doesn’t tie in with the company’s specific needs. fuoco offers help with individual marketing efforts and channels, but concentrates on strategies that include and inform the full marketing spectrum. Their clientele tend to be companies poised in the gap between start-ups and the major companies with big budgets. Goad discusses how to make the most of the budget you have. Check out our video interview with Kriste Goad from fuoco to learn more about creating a holistic approach to your healthcare B2B marketing. Learn more about fuoco: https://growwithfuoco.com/ fuoco is a sponsor of Healthcare Scene