3 Things Amanda Todorovich Wants Every Healthcare Marketing Pro to Know

by | Sep 9, 2020 | Healthcare Industry Insights | 0 comments

In this excerpt from our Healthcare Insight podcast, Amanda Todorovich offers her view as senior director of digital marketing and health content at Cleveland Clinic.

Amanda TodorovichAmong oth­er top­ics, we asked Todor­ovich how she’s built an elite health­care mar­ket­ing team, what her must-have tools are and how the hos­pi­tal’s con­tent strat­e­gy has shift­ed in light of COVID-19. Here are three things she wants every health­care mar­ket­ing pro to know.

Flexibility is essential for long-term success

Todor­ovich’s team has evolved a lot over the years. She says the most impor­tant skill—no mat­ter the role—is flexibility.

“The chan­nels are con­stant­ly chang­ing and we’re writ­ing about dif­fer­ent top­ics every day. You have to be able to roll with the punch­es and have an innate dri­ve to con­stant­ly be doing bet­ter. Our phi­los­o­phy is: How do we beat yesterday?”

Embrace agility and data analysis

To plan con­tent for the Health Essen­tials blog and oth­er chan­nels, Todor­ovich’s team hud­dles every day to talk about data, trend­ing top­ics and learn­ings from con­ver­sa­tions with clin­i­cal teams.

“We want to know what patients are ask­ing, along with track­ing what peo­ple are doing on our web­site and search­ing for on Google to find out where can we fill a gap,” she says. “We log and track every­thing we do, look back at sea­son­al trends, such as what hap­pened last year at this time. Then, we deter­mine what we should repeat and what we should do differently.”

This approach requires a health­care mar­ket­ing pro with an agile mind­set to con­stant­ly plan and piv­ot when oppor­tu­ni­ties emerge.

“We don’t plan too far out. We want to be hyper rel­e­vant so it’s a steady drum­beat of keep­ing up with what’s going on and rel­e­vant right now.”

Strategy built on audience needs will always be effective—even in a crisis

Through­out the pan­dem­ic, Todor­ovich says she’s learned the impor­tance of tak­ing the time to pause and reflect instead of reacting.

“It’s easy in a cri­sis envi­ron­ment to just keep mov­ing for­ward and doing what everybody’s ask­ing you to do. We haven’t changed our strat­e­gy at all. It’s still about offer­ing use­ful, help­ful and rel­e­vant con­tent. The only thing that’s changed is the top­ics. Now, we’re talk­ing about COVID-19 every sin­gle day. But we’re still doing it in the same fash­ion that we did pri­or to the pandemic.”

Hear the Full Interview

In the 30-minute con­ver­sa­tion for our Health­care Insight pod­cast, Aman­da shares more tips for health­care mar­ket­ing pros—including best prac­tices for col­lab­o­rat­ing with clin­i­cal lead­ers, how the hos­pi­tal is lever­ag­ing Tik­Tok and MUCH more!

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Check out our blog for more con­tent on crit­i­cal issues and trends for health­care marketers—and sub­scribe for insights like these deliv­ered to your inbox.

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