Healthcare distributors and suppliers can’t afford to skimp on content quality.
In the competitive healthcare supply chain industry, you need to squeeze every ounce of trust and authority as you can from your content.
With so much riding on your healthcare content creation, what’s best: in-house or outsourcing?
You might assume hiring inhouse is the answer – why let content slip out of your control? However, outsourcing often gives you leverage over the competition while reducing costs.
64% of manufacturing marketers and half of B2B marketers outsource at least one content marketing task. Of those who outsource, 84% to 87% outsource their content creation.
Here’s what you need to know to make the best decision.
In–house vs. Outsource: What to Choose for Healthcare Content Creation?
Healthcare distributors and manufacturers need content for several market segments and stages of the buyer’s journey. 85% of buyers say they would consider dismissing a company that doesn’t personalize the initial touchpoint.
That’s a lot of risk and pressure.
Creating effective content requires technical knowledge of your product and the industry, end-users, healthcare professionals, and marketing in general.
Your content marketing directly reflects your company’s value, expertise, and professionalism. On that note, it would seem like hiring a technical content creator is the only choice.
Should You Hire an Inhouse Healthcare Content Creator?
First things first. Hiring a single technical writer to cover your content production won’t get the job done.
If you want to keep your content creation in-house, you’ll need to hire an entire team. Writing copy for blogs, eBooks, and marketing material is more than a full-time job for one individual – and writing is only one small part of content creation.
Creating effective healthcare content requires a team of creators, strategists, and analysts:
- Graphic designers for infographics, social media posts, and custom website graphics
- Video technicians for instructional videos, tutorials, and social content
- Technical editors and fact-checkers
- Social media managers
- Analysts to track the ROI of your content
Plus, in–house content writers have implicit bias. You don’t want overly promotional content. Your content should be helpful, useful, and actionable – not salesy. An in-house content creation team reports directly to shareholders so they might have trouble overcoming this issue.
7 Benefits of Outsourcing Your Healthcare Content Creation Needs
Outsourcing isn’t synonymous with detachment and low quality. Quite the contrary!
Entire agencies specialize in creating technical content – the technical yet engaging and digestible content your industry demands.
1. You Get Access to Leading Talent
Healthcare content marketing agencies specialize in one thing: creating healthcare content. They hire the best writers in the business.
They’ve already put their team through a thorough vetting process to ensure they can produce the content you need.
Plus, they handle the editing and quality control, so the burden is totally off your shoulders.
2. You Can Spend More Time on Strategy
Content creation is time consuming. Behind a single blog, you’ll find hours of keyword research, topic development, copywriting, and editing.
Outsourcing frees up thousands of hours each year. Instead of getting bogged down with content, your marketing team can focus on strategy, audience research, and tactics.
3. Outsourcing is Cost-Effective
Remember, you aren’t hiring a single creator. You need an entire team.
Glassdoor says the average business spends $4 thousand and 24 days to hire a new worker. Recruitment technology, assessments, job postings – these all cost time and money.
If the relationship doesn’t work out, it could cost you 200% of the worker’s salary to find a replacement.
4. You’ll Produce Content Consistently
HubSpot recommends large blogs publish up to five pieces of content per week. Those who prioritize their content are 13x more likely to enjoy higher ROI from their efforts.
An outsourced team has the time and resources to publish high-quality content consistently.
5. Outsourcing Provides Easy Access to Metrics
A specialized healthcare content agency wants you to see ROI from your content investment. They have on-staff analysts tracking your content’s metrics.
They’ll help you visualize your content’s performance with charts and have all the info ready to go for shareholders.
6. You Can Seamlessly Scale Your Healthcare Content Production
As we’ve seen with COVID-19 vaccine production, healthcare distributors must scale instantly when necessary. Outsourcing your content lets you seamlessly scale up or down as your needs and budget change.
You don’t have to go through the trouble of hiring during a surge, evaluating, and laying off if things slow down.
7. Outsourcing Gives You Access to the Latest Technology
Hiring costs are one thing but tools are also costly. Enterprise packages for SEO, social media, and content can cost thousands every month. It’s just one more thing marketers must make their case for to shareholders.
Outsourcing your content means you already have access to the industry-standard tools and emerging technologies. Healthcare content agencies need to stay competitive too.
Start Building Your Healthcare Content Creation Strategy
At Share Moving Media, healthcare content for distributors is all we do. We’re a full-service agency with industry experts offering everything from eBooks and blogs to videos and podcasts.
We understand the value of high-quality content. That’s why industry leaders trust us with their content creation.
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