Heather Johnson's Blog, page 2

Eliminate These Filler Words, Weasel Words, and MedTech Jargon for Stronger Content

Your target audiences—whether physicians, physicists, or pizza chefs—are bombarded with content from every direction. With so many emails, social media posts, and ads coming at them, it doesn’t take much for them to lose interest and move to the next headline.

Awkward, wordy, weak content will send them packing faster than my cat when he hears the doorbell ring.

Eliminating unnecessary words is an easy way to crystallize your message, strengthen your content, and ensure your words grab and...

On the Benefits of Networking

I recently gave my two cents for an article on networking for Marketer Interview. Marketer Interview regularly posts Q&As and other articles about and for marketers. Check out the article here.

Charitable Giving Update for 2023

Giving back to organizations that align with my values is something I feel strongly about and do consistently. I have donated to a number of organizations over the past 10 years and have volunteered for even longer.

I give for a lot of reasons: I give to show my gratitude for all I have received. I give so that organizations can continue to carry out their missions. I give because it’s another way I can make a positive impact in the world.

In the interest of transparency, and in hopes of ...

5 Best Practices for Medical Device Case Studies — Plus 4 Things to do Instead

If there is one type of content that shows the quantifiable value of your medical device and your expertise, it’s case studies.

By telling the story of how a customer (or their patient) achieved significant results from using your product or service, you provide concrete evidence that you’re legit.

A patient implanted with your device recovered without complication. A hospital that implemented your remote monitoring software saved clinicians two hours a day in manual data entry. A clinica...

Telemedicine Roundtable Article for QArea

QArea, a software development company, featured yours truly and a handful of other healthcare technology experts in an article discussing telemedicine. What are the benefits to healthcare providers of integrating telemedicine? What are the challenges in developing telemedicine software? Read the full article here.

MedTech Content Marketing: 5 Steps to Get Your Message in Front of HCPs

In my last blog, I talked about how to generate relevant content ideas. I also shared tips on how to define content types. So now that you have some great content planned, how do you share it with your audience?

Today, you have more channels than ever to use to distribute your content. Email, video, social media, and pay-per-click ads are all channels. Live events, webinars, microsites, and peer-to-peer knowledge sessions are channels used for delivering scientific information.

For busy health...

MedTech Content Marketing: How to Get Your Message in Front of HCPs

In my last blog, I talked about how to generate relevant content ideas. I also shared tips on how to define content types. So now that you have some great content planned, how do you share it with your audience?

Today, you have more channels than ever to use to distribute your content. Email, video, social media, and pay-per-click ads are all channels. Live events, webinars, microsites, and peer-to-peer knowledge sessions are channels used for delivering scientific information.

For busy health...

MedTech Content Marketing: How to Create Content HCPs Will Want to Read

Few MedTech companies are winning at content marketing. And that’s okay. When you’re leading a micro-sized marketing team, you’ve got other priorities: a full conference calendar, digital marketing, website upkeep, KOLs, the list goes on. Who has time for content marketing?

You do. If content isn’t in your marketing mix, it should be. Content marketing is an excellent way to build your brand, establish key individuals as thought leaders, and engage with your current and prospective customers. A c...

AI for Writers Summit: Quick Hits

“Artificial intelligence won’t replace writers, but writers who use AI will replace writers who don’t.”

That’s one of the many strong quotable statements from the AI for Writers Summit, held virtually on March 30, 2023, by the Marketing AI Institute.

Over 4,000 marketers, writers, and editors attended the four-hour event, including me. Four hours is a long time to commit to a presentation but rest assured: every minute was well worth it.

If you missed the live event, you can purchase i...

How will Generative AI Change the Way We Do Business?

That was the theme of a recent conference hosted by Swiss Cognitive, a global community of AI experts from across industries. The conference featured 20 of those experts, all talking about the impact of large language models and generative AI-based tools (like ChatGPT). The thought leaders discussed the possibilities, the risks, and what needs to happen so we can best leverage generative AI to revolutionize processes.

In this article, I give you some of the top takeaways from this event relat...