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The Changing Face of Content Marketing

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Content marketing in healthcare has changed quite a bit as the world rapidly adjusts to upcoming technologies and all that it has to offer. While digital journals in healthcare aren’t exactly a new concept, they are quickly becoming the expectation when it comes to publishing relevant information in the world of healthcare.  

Digital health is quickly becoming the new norm, especially in the wake of the COVID-19 pandemic. This term refers to the practice of using various technologies to provide data access to everyone in the healthcare industry – patients included. The end goal of digital health is to foster an equal patient-doctor relationship. 

With digital health on the uprise, does that mean that print media in the industry is on the way out?

Is Print Media Dead in the Water?

Is print media dead in the world of healthcare? Absolutely not – but it has its time and place. In the healthcare field, medical professionals must be able to find information in a moment’s notice, and nothing makes that easier than digital journals. They are also an excellent resource for medical teams to share with their patients when they need answers to their questions.

Here’s the thing – print media is still a relevant option when it comes to healthcare marketing tools. In fact, a study by MarketingProfs showed that print ads were not only easier to digest by the public, but that consumers trusted print ads 34% more than search engine ads – something worth noting when considering digital advertising in healthcare.  

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However, when it comes to creating and sharing relevant information amongst professionals and patients alike, digital media is the way to go. It is the most natural solution as far as digital health is concerned. Digital journals in healthcare give instant access to doctors, marketers, patients, and the general public when it comes to sharing relevant updates in the world of healthcare. 

Not only that, but it’s the perfect solution for medical facilities that are turning their focus to sanitary marketing. Again, sanitary marketing isn’t a new concept; however, in light of the current pandemic, it’s never made more sense. The concept, in a nutshell, is the safe delivery of marketing communications and the sharing of information in a way that informs without manipulating. 

Since more people are now restricted from in-house visits with their physicians and rely heavily on telehealth, it makes sense to have digital journals available. This allows healthcare professionals to share the materials with those who ask for more information or better references. It also helps medical facilities move away from unsanitary marketing practices that leave consumers with more questions than answers. 

Why Digital Journals in Healthcare Make Sense

Now, when we talk about digital journals in healthcare, we are talking about the genre as a whole. When most people think medical journals, they often think of the big wigs, including:

  • The Lancet
  • New England Journal of Medicine (NEJM)
  • Journal of American Medical Association

These journals have a heavy focus on studies of various practices and theories. What they can lack, however, is the simplicity in language that is required for the general public. The good news is that there are dozens of other reputable digital journals available for the public, including:

The goals of these digital journals are to keep the public informed of the goings-on in the healthcare industry – an industry that can get extremely complicated, very quickly. They break down the complicated jargon and turn the content into something that is not only easily sharable but much easier for the average reader to understand. 

Using Digital Journals to Foster Relationships Between Professionals and the Public

Now, the general public is very unlikely to head to Google and start searching for digital journals to help them with a medical problem. Instead, they’ll likely talk with their doctor and ask them for more information. The medical team will then provide them with relevant sources to help guide them on their search.

While digital journals can be very technical in nature, they are still an excellent source of content when optimized correctly. Remember, the goal of these journals is to foster positive relationships between medical teams and their audience. So, that means these journals need to be answering essential questions that patients are likely to ask and use both a language and tone that are easily understandable to those who will be reading them. 

Translating the complicated jargon used throughout the healthcare industry can be challenging for some, which is why it’s crucial to have the right team on your side to help you break it all down into something that can be shared with your audience. 

Share Moving Media Can Help

Here at Share Moving Media, we understand that creating the right content for your audience can be somewhat challenging. Our team of trained professionals has the knowledge to help you create amazing content to help your business reach its goals. 

Curious how we can help you create outstanding content? Then contact us today to learn more!

7 Tips to Improve Web Traffic Conversion in Healthcare

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Having a large number of website visitors doesn’t mean your marketing campaign is successful. You’ve got to convert them into leads fast.

With the diminished attention span of most people, you need a way to get them hooked quickly. Otherwise, they’ll end up jumping to one of your competitors’ sites. Even if they stay on your site to read your content, you need to be subtle in encouraging them to leave their personal information.

In marketing, subtlety is even more crucial when it comes to web traffic conversion in healthcare. Your focus is running a business, but you must also adhere to medical ethics when marketing your products.

Honest marketing communication coupled with effective lead generation techniques can help boost your conversion rate.

How to Boost Conversion in Healthcare Websites

Getting prospects to visit your website using an effective content marketing strategy is only the beginning. While a good website design and relevant content can help retain their attention, you want to convert them to potential leads before they leave your site. 

Here are proven techniques to encourage your visitors to take action:

1. Offer Value Upfront

A pop-up window about exclusive offers and discounts in exchange for an email address doesn’t cut it in the healthcare niche. It’s too aggressive, and it doesn’t give immediate gratification to your visitors.

Your visitors will tend to leave their email addresses if you offer them something in return upfront. Some of the added value you can give them are:

  • Case studies
  • Videos
  • Educational guides
  • White papers
  • E-books

While you already have relevant informational articles on your site, these incentives offer more specific information. Solutions to challenges your prospects are experiencing can provide an enticing offer without being too pushy.

2. Use the Power of Testimonials

In alignment with the principles of medical ethics, testimonials can help provide honest marketing to potential leads. Showing testimonials on your website’s home page or landing pages can help build trust and credibility quickly.

Testimonials from doctors and healthcare professionals about your excellent service quality are powerful tools that can sway even the most skeptical visitors.

Did you know that 79% of consumers trust online reviews and treat them the same way they would personal recommendations from family and friends? Reviews can help boost your trustworthiness and generate leads effectively. It gives your visitors a second and third opinion from other health professionals about their experiences.

However, never show any fake testimonials or over-inflated reviews. Potential customers can see right through them and can easily verify the truth through other online platforms.

3. Make Your Content Visually Appealing

Having long and well-researched content articles on your site is not enough to engage visitors. If the presentation is dull, they’ll tend to leave the website immediately. Leave the wall of text to downloadable white papers and case studies.

A visually appealing content can help address the short attention span that plagues most online users today. Aside from breaking paragraphs to a maximum of four to five sentences only, you can also add more color to your content using:

  • Infographics
  • Embedded videos
  • Colorful graphs and charts

Don’t go overboard with this technique.. Keep your website looking very professional, but don’t make it boring.

4. Optimize your Call to Actions

A call to action (CTA) should balance being conservative and effective in the  healthcare niche. Aggressive CTA buttons, such as “Buy Now” or “Get Your Free Trial,” are too sales-y. Instead, you can use CTA texts such as:

  • Check out our services
  • Learn more about our products
  • Subscribe to our newsletter

Make sure that the nature of the content goes well with the CTA text. If your content is about “Essential Equipment in Nurse Stations,” a CTA button with the text “Learn more about our equipment” is more appropriate than “Subscribe to our newsletter.”

5. Improve your Landing Pages

When potential customers click your banner ad, they’re expecting to see detailed information about what’s shown in the advertisement. As a truthful advertising component, your landing page should offer the specific product or service you advertised.

Use your landing page to provide a concise explanation of your products and services. Provide reviews and testimonials and a CTA at the end. Don’t make the common mistake of showing sidebars and a navigation menu on your landing page.

The effectiveness of your landing page drops when there are too many choices presented to the visitor. In line with Hick’s Law, the more choices a person has, the more time it takes to make a decision. This behavior leads to analysis paralysis and can cause you to lose a potential lead due to overwhelming choices.

Keeping your landing page brief makes it more effective than overloading it with information. 

6. Make Forms Easy to Fill out

Potential leads can still choose to leave your site if you give them a tedious form to fill up. You don’t have to get all the information at once since doing so can make them uncomfortable. Your form field should initially collect these three information only:

  • Name
  • Email address
  • Location

If you need them to answer a question, try to provide a drop-down list to make it more convenient for your visitors.

7. Provide Live Chat Features

No matter how extensive your content is, there will always be specific questions that medical suppliers need to answer before signing up for your services. While an FAQ page can help answer some of the most common questions, a live chat feature can help you build trust quickly.

Live chat has the potential to increase conversion by 20% and help shorten the sales pipeline. The immediate assistance you give helps build credibility fast, resulting in better lead generation.

Setting up live chat on a website is an offshoot of the traditional over-the-phone approach. While potential leads may still choose to place a call instead, a live chat feature adds another convenience level for those from another state.

Turn Clicks into Leads with These Tips

Follow these seven tips and convert your visitors into customers. While these approaches may be simple to apply, they help improve your lead generation results.Share Moving Media provides marketing training that boosts your business further. Contact us for marketing training geared for healthcare suppliers and manufacturers.

Lean Marketing in Healthcare: 5 Strategies to Help Small Suppliers Beat Big Brands

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The healthcare industry is a highly competitive market. In the United States alone, 784,626 healthcare companies are vying for consumers. Small healthcare suppliers have a big challenge ahead of them when competing with big brands. They don’t typically have the marketing budget that large companies do, so they don’t have the same brand recognition and visibility. But that doesn’t mean that small suppliers can’t compete in the industry.

Through lean marketing in healthcare, smaller companies can maximize their budgets to earn more success with potentially smaller funds. Lean marketing allows room for adaptability, allowing small suppliers to adjust their efforts along the way for more impactful results and a higher ROI. 

While big brands have several advantages when it comes to marketing, they’re not unbeatable. To compete with big brands, small healthcare suppliers must develop lean marketing strategies that yield big results.

What is Lean Marketing in Healthcare?

The lean philosophy began in the automobile industry with Toyota Manufacturing Systems (TMS). They believed that, through a framework of efficiency, repetition, testing, and quantifying metrics, they could outperform their competitors. 

Although the lean philosophy was initially used in terms of manufacturing, businesses in other industries began adopting it into their marketing plans. It’s especially helpful in the healthcare industry, where multiple departments often have to work together on complex projects with a shared budget. 

Lean marketing allows for departments to work seamlessly together, helps to simplify complicated projects, and provides flexibility for a smooth project workflow of continuous improvement.

With lean marketing, small businesses in the healthcare industry can:

  • Improve delivery time: Larger tasks are broken up into smaller pieces that are easier to manage. This lets you test and launch campaigns more quickly, seeing results sooner. Additionally, by performing a task repeatedly, you can make improvements each time for a more efficient and effective marketing plan.
  • Better connect with members of their team: To become lean, staff must meet daily to give status updates on the projects they’re working on. Such transparency not only keeps everyone on the same page. It helps identify potential pitfalls and provides an arena for peer-to-peer problem solving, continual learning, and growth. 
  • Narrow their focus on single tasks: Multitasking takes focus away from several projects at once. In lean marketing, people are encouraged to focus on one thing at a time. This helps people work more efficiently and yields a higher rate of productivity.
  • Pivot their strategy mid-stride: By constantly measuring your efforts, you can see what parts of your plan are working and what needs improvement. Workers are encouraged to make data-driven adjustments to ensure they’re working as proficiently and effectively as possible. Pivoting a strategy mid-stride helps to reduce waste of time and resources on a plan that simply isn’t working.

5 Lean Marketing Strategies for Small Healthcare Suppliers

Through careful strategy, small companies in the healthcare supply chain can gain a foothold in the industry’s marketplace. Whether you’re a hospital distributor, a member of a group purchasing organization, or in charge of purchasing physician office supplies, here are five lean marketing strategies that can help you beat big brands.

1. Set SMART Goals 

To function more efficiently, it’s important to know what you’re aiming for and how well that plan is working. By setting measurable goals at the onset of a project, you can stay on track while adhering to your budget. SMART goals help define your intentions and keep you driven toward success.

SMART goals are:

  • Specific: A narrowed scope yields higher rates of efficiency.
  • Measurable: Metrics and their reassessment will reveal areas of accomplishment.
  • Attainable: A series of smaller goals gain more success and propel you forward to more rewards.
  • Relevant: Objectives should be in line with your long-term plans.
  • Timely: A realistic deadline helps prioritize your course of action.

Setting manageable and achievable targets will launch you and your team toward success while maximizing your work efficiency.

2. Amplify Your Strengths 

It’s common for companies to invest marketing dollars into a campaign that just doesn’t work. They try to capitalize on too many products, services, and promises. This leads to wasted money, time, and effort, and that’s not what the lean philosophy is all about. When developing your marketing strategy, think about the things your business does well. Focus on those aspects and use them to create your marketing plan. 

With lean marketing, quality is more important than quantity. Invest your resources into whatever will make the most impact. Avoid tactics that aren’t performing and focus on what yields results. It’s better to focus on a few things and be exceptional than several things and be mediocre.

3. Leave Room in Your Marketing Plan for Adjustments 

From acquisitions and medical research to government policies and technological advancements, the healthcare industry is constantly changing. That’s why flexibility is so important to a marketing campaign. Through constant evaluation, you’ll know which of your marketing tactics is underperforming. With lean marketing, small suppliers have the opportunity to adjust as necessary. 

When you set your marketing plan, remember it isn’t chiseled in stone. Allow opportunities for creative solutions and new directions so you can pivot freely without hesitation.

4. Constantly Review Your Budget 

Lean marketing encourages constant assessment of what is and isn’t working in your marketing plan. This should also apply to your marketing budget. Set long-term goals for the year, but make frequent assessments as you determine the effectiveness of your marketing strategy. Find areas in your budget that need to be adjusted, eliminated, or reconfigured to meet the needs of your flexible marketing goals.

5. Outsource Projects to Save Resources 

It’s not always most efficient to do your own marketing. If you don’t have a dedicated promotional team, balancing those responsibilities can take time and focus away from other projects that need your attention. This goes against the lean philosophy. Consider outsourcing some of your projects to a medical manufacturer marketing agency.

Hiring an outside expert can sometimes be more efficient and cost effective than trying to manage it all yourself.

Rely on Experts for Lean Marketing in Healthcare

Lean marketing can give small healthcare suppliers the competitive edge they need to surpass big brands. Share Moving Media is a full-service media and content company that specifically helps businesses in the healthcare industry meet their marketing goals.Contact us today to develop a lean marketing strategy that can help increase your market share.

5 Reasons to Outsource Your Healthcare Marketing Content

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If you’re looking for a way to take your healthcare marketing content to the next level, outsourcing could be the answer. When you outsource your healthcare marketing content, you unlock resources and expertise that can truly elevate your content and help you reach more of your target audience in less time.

In 2022, 66% of content marketing budgets increased compared to 2021 levels. In the ever-evolving healthcare industry, how do you make the most of those new marketing dollars? And if your marking budget didn’t grow, how do you keep up with companies that had a growing budget? Working with a publisher that reaches your target audience makes it easy and cost-effective to make a big impact. Discover how outsourcing your healthcare marking content unlocks expertise, boosts your efficiency, increases your flexibility, and saves you money.

Key Takeaways

  • Outsourcing content creation allows you to dedicate more time to your overall strategy and ensure your campaign gets the results you want.
  • As the healthcare industry continues to change rapidly, staying flexible is one of the biggest benefits of outsourcing and an increasingly important consideration for marketing teams.
  • Using a content marketing agency unlocks access to the expertise of specialists in a wide range of marketing mediums and content topics to meet all your needs.
  • Content optimized for search engines reaches more of your target audience for a bigger impact.
  • Publishers that reach your target audience and create content can help you save significantly on marketing costs, and achieve more with every dollar.

1. Dedicate More Time to Your Marketing Strategy 

Creating quality marketing content takes time. If you’re doing it yourself, you’re stealing that time from the higher-level tasks most in need of your attention.

The more time you spend creating the content itself, the less time you can dedicate to planning your overall marketing strategy and monitoring its effectiveness. Banging out blog post after blog post may initially seem like the most cost-effective strategy, but it comes at the detriment of time spend strategizing. That makes it a sure-fire way to end up with plenty of content that doesn’t actually reach your audience or achieve your marketing goals: aka a waste of time and money.

Instead, budget your time where it matters most: steering your marketing campaign in the right direction. By outsourcing the actual content creation to dedicated writers and graphic designers, you’ll have more time to understand the challenges your organization is facing, plan your approach, and end up with high-quality content that effectively contributes to your overall marketing strategy.

2. Keep Your Marketing Plan Flexible

As your business changes, your marketing plan should change with it. In fact, one of the biggest lessons from the Covid-19 pandemic has been the importance of flexibility. Brands that quickly pivoted and adapted to the changing healthcare landscape better implemented new strategies, met patient needs, and thrived. Those who remained inflexible struggle—, and many may not recover.

Depending on finite internal resources to create your marketing content makes it challenging to stay agile, so put outsourcing to work for you to keep your marketing plan as flexible as possible. Outsourcing your healthcare marketing content allows you to quickly expand or reduce your content creation at any time, making rapid scaling a breeze. You can also pivot easily as the market dictates because you have ready access to a range of specialists who can contribute to the campaign at any time.

3. Access Specialized Skillsets

Every marketing medium is constantly evolving in new and surprising directions. Whether you’re working with print, social media, infographics, or influencers, each new channel you add to your strategy comes with its own set of rules and regulations that can pose logistical challenges and change faster than you can keep up. Staying up to date on the best practices for every medium on your marketing slate would be incredibly time-consuming. Instead, call in the specialists.

By outsourcing your marketing content, you benefit from the knowledge of experts who keep their particular marketing skillsets constantly up to date, so you don’t have to. A publisher that creates content and reaches your target audience gives you access to a team of specialists with a diverse range of skillsets.

4. Optimize Your Online Content for Search Engines 

To create effective online healthcare marketing content, good search engine optimization (SEO) is key. But SEO strategies change as frequently as the internet itself and keeping up with the latest techniques can be a daunting and time-consuming task.

That’s why outsourcing your web content can help it have a bigger impact. Agencies understand the importance of SEO and how to leverage it on your company’s behalf. They’re experts in making your content stand out against the barrage of online marketing, ensuring you get the most out of every marketing dollar spent.

5. Save on Content Marketing Costs

Whether your budget grew or shrunk in 2022, making the most of your marketing budget is crucial for every healthcare business.

Compared to recruiting the experts you need, hiring and training new employees, providing office space, equipment, and benefits, outsourcing is a clear boon for your bottom line. You gain all the benefits of hiring a skilled and experienced team without any of the overhead costs or commitments of employing them full-time. Outsourcing also improves your scalability by eliminating the burden of infrastructure and other resources that would otherwise delay your business’ growth.

Outsource Your Healthcare Marketing Content to the Pros

When you’re ready to outsource your healthcare marketing content, Share Moving Media is ready to help. Our team of media specialists is dedicated to creating unique and impactful content that fits seamlessly into your overall marketing strategy. We partner with you to help you reach your audience, increase your market share, and grow your business. 

Contact us today for a content and SEO analysis. We build content for the largest suppliers in healthcare and can help you turn your content into leads!

5 Healthcare Marketing Tools to Consider for 2022

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Artificial intelligence often brings to mind images of robots taking over people’s jobs and running the show. However, that is an outdated representation of what modern technology is capable of, especially in healthcare marketing. Instead of replacing your marketing team, automated healthcare marketing tools come alongside your team and improve their productivity.

Instead of manually performing repetitive tasks or making decisions based on trial and error, you can use automated marketing tools to perform those tasks and gather deeper insights. This frees your marketing team to do what they do best: nurturing leads and creating content.

Learn five of the best marketing tools for healthcare that will take your marketing team into the new age of automated marketing.

Key Takeaways:

  • Healthcare marketing tools manage your data, connect you to leads, and provide important insights.
  • The top all-in-one healthcare marketing tool is HubSpot’s CRM platform.
  • Create stacks using different software tools with the features you need for healthcare marketing.

All-in-One Solution Vs. Stack: Which One Is Better?

Healthcare marketing tools will fall into two categories: all-in-one solutions or stacks. What is the difference, and which one is right for your needs?

All-in-One Solutions

An all-in-one solution is a cost-effective way of getting the most features in one healthcare software solution. In addition, it is much easier to use because you only work with one provider for all your marketing needs like email marketing, social media management, customer support, and project management. You also have more consistency, and fewer compatibility issues as each tool works well with others.

This option is best for short-term marketing goals where you need a convenient and straightforward solution. However, you lack the flexibility to expand with an all-in-one solution and often run into limits on your customization options.

Tool Stacks

A stack is a collection of separate tools you build together to create a customized marketing solution. For example, instead of a tool that performs all your tasks, you can have a different provider for your email marketing versus your social media marketing.

While having a stack takes more work to build and maintain, it gives you the greatest flexibility. With a stack, you can choose the best option for each marketing area and select tools specific to your industry and needs. A stack also grows with your company because you can always add, delete, or switch tools within your stack to ensure you always have the capabilities you need.

What Tools Do You Need for Healthcare Marketing?

Here is a list of marketing tools that you can add to your healthcare marketing stack:

  • Customer Relationship Management (CRM) platform
  • Advertisement Management
  • Social media and content management
  • Search engine optimization tools
  • Lead generation and tracking tools
  • Email marketing tools
  • Data management system
  • Team collaboration tools

Since most tools have overlapping capabilities, you don’t need a separate tool for every marketing feature.

5 Best Healthcare Marketing Tools to Add to Your Stack

Use these five top healthcare marketing tools to build a stack that streamlines your marketing efforts and boosts productivity.

1. HubSpot CRM: Your All-in-One Solution

HubSpot is versatile and easy to use as a healthcare CRM tool covering many of your essential marketing tasks and can build the foundation for your stack. It is more than just a contact management system. It also has social media management, ad management tools, forms for lead generation, and landing pages that increase your conversions.

As you generate leads, HubSpot organizes and tracks the contacts and allows you to connect with your leads through live chat, chatbots, and email. Lead tracking and reports alert you to the best performing marketing efforts.

The Marketing Hub plan costs between $45 to $3,200 a month.

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2. SEMrush: Best SEO and PPC Keyword Research Tool

SEMrush is the best tool for content marketers. Some of its features include:

  • Keyword research
  • Examines your competition
  • Audits your content to find ways to improve your SEO
  • Sees opportunities for link building
  • Gives suggestions for optimizing your content

It supports content creation on blogs, social media, and paid ads to ensure your content gets in front of the right audience and addresses relevant topics.

SEMrush plans cost between $119.95 to $449.95 a month.

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3. MailChimp: Best for Email Marketing

Email marketing still dominates the B2B industry. Be sure to add an email marketing tool to your stack for automating and managing your contacts so you can reach the right people at the right time. MailChimp lets you automate emails and reminders and create customized email lists. In addition, you can create engaging and unique emails with their design tools.

With their audience segmentation tool, you can target your messages toward specific customers. Use the platform to automatically sort your contacts by similar traits or behaviors and send the most relevant emails to each group.

Mailchimp plans range from $11 to $299 a month.

4. Adstream: Best Ad Management

Adstream has unrivaled capabilities for digital asset creation, distribution, and tracking. You can run ad campaigns for digital content, TV commercials, radio, and print from one convenient platform. Use their advanced capabilities to track and measure your results to always stay on top of your marketing progress.

Adstream has a customized pricing plan based on your needs and business size.

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5. Trello: Best Project Management Tool

Collaboration improves your sales and marketing efforts by uniting your teams. It is essential when working in remote or hybrid modes, which are becoming more popular in 2022. Trello is the best project management tool for bringing your teams and employees together and ensuring marketing projects are completed on time and correctly.

Through Trello, you create lists of projects your team needs to do, what employees are currently working on, and what they have completed. Through your dashboard, you assign tasks, communicate with employees, share files, and collaborate to ensure everyone is on the same page.

Trello plans range between $5 to $17.50 a month per user.

Find More Solutions for Your Marketing Stack

Stay on top of the latest trends in marketing platforms and tools to ensure you are always creating timely material and distributing it using the most effective channels for healthcare. Our publications give you updates on the healthcare marketing and sales industry to help you build the best stack for reaching your audience.

Contact us to learn more about our publications and training and upgrade how you perform marketing in 2022.