Mahlab’s launch of the HIMSS Media’s Australian digital publication saw rocket growth rates.
B2B (Australian healthcare executives, IT professionals, general and clinical management, academic institutions and academics)
Website, Facebook, Twitter, LinkedIn, Email
HIMSS is a global, not-for-profit organisation focused on better health engagements and outcomes through information technology. In 2003, it founded HIMSS Media – today the fastest-growing and most dynamic B2B media group serving the healthcare technology market.
Healthcare IT News is HIMSS Media’s Australian arm. It is an authoritative source on the people, policies and technologies driving next generation healthcare in Australia. It publishes news and analysis on innovations and implications in a high-stakes industry advancing at an ever-increasing clip.
The Healthcare IT News Australia website (HITN.au) launched in May 2017. On average, five original stories are published on the site each week, covering topics ranging from cybersecurity to telehealth to patient care, supplemented by syndicated US content deemed relevant to the Australian audience. All stories are shared across social media channels Facebook, Twitter and LinkedIn through a strategic paid amplification strategy.
Prior to launch, personas were developed based on research and insights offered by the US and EU editions of Healthcare IT News, as well as Australian HIMSS membership demographics. A deep understanding of these personas and their priority interests guides coverage, and is enriched by the regular and ongoing attendance of conferences, roundtables and media briefings.
Incorporating the voices and expertise of industry experts, academics, field representatives and public officials, stories published have resonated with target audiences and swiftly elevated the HITN.au profile, with notice and mention from key stakeholders. Coverage ranges from the mildly amusing (such as a story on a new government scheme to help healthcare providers phase out faxing – an antiquated technology presumed no longer in use), to the matters of critical urgency and concern (such as a story on the shady underworld of medicare number trafficking).
Great content has to be complemented with a strong amplification strategy to reach the right audience on the right platforms and at the right time. Building the audience from the ground up required a constant analysis of the results by gathering insights and improving the paid amplification strategy. Considering HITN was unknown to an Australian audience, Facebook targeting started broadly, but quickly built a loyal following of engaged users by creating custom audiences of Facebook interactions and website traffic.
By doing so, the number of website sessions via social referral increased by 1,520% within a month.
Connecting with audiences in providing engaging, varied, accurate and timely content, the Healthcare IT News Australia brand has managed to outstrip growth targets early in the game and has received a warm welcome from readers as an alternative to existing information sources. An enewsletter was launched in August 2017.