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Digital Marketing Budgets: A Channel-Wise Digital Marketing in Healthcare E-Guide

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As the COVID-19 pandemic rolled across the globe, the healthcare industry came away forever changed.

One of the biggest adjustments from the pandemic came in the form of virtual health options. With this push for online access to doctors and other health services, health marketers have had to adjust their strategies as well.

If you, as a health marketer, are looking for innovative ways to create a digital marketing budget for healthcare, we are here to help. Read through this digital marketing in healthcare e-guide to help steer your marketing department in the right direction.

Key Takeaways

  • Healthcare marketers need to understand their marketing goals to adjust their budgets to the new digital landscape in the healthcare industry.
  • Focus your marketing budget on the channels where you can most effectively reach your customers. This may include email, blogs, and social media.
  • Make sure your company’s website loads quickly and is optimized for mobile users.

Define Your Marketing Goals

While you may wish you had an unlimited budget for your digital marketing, you must be realistic about how much you can spend and where to spend it. To make sure you choose the right channels, you should ask yourself these questions:

1. Where Do My Potential Customers Spend Their Time Online? 

Depending on the type of healthcare organization you work for, your customers might be individual patients, doctors, hospitals, or even large healthcare conglomerates. Focus on your customer demographic and figure out how to reach them online.

You can brainstorm ideas and talk with other team members. You will likely be able to connect with customers on social media, but you must choose the right platforms. If your customers are other businesses, can you reach them through email or other types of messaging?

2. How Can I Generate More Leads? 

Once you know where to reach your potential customers and how to communicate with them, look for ways to generate leads from those channels. Do you already have marketing on these channels? If not, can you start? If so, is there room to do more?

3. Where Can I Invest If My Marketing Budget Increases? 

As we travel into the post-COVID world, many healthcare marketers may see an increase in the amount of digital marketing money allotted to them. The pandemic showed the healthcare industry that it can connect with people virtually, and that method is here to stay. If your marketing budget increases, focus on your company’s goals to spend your money strategically.

4. Where Will I Get the Best ROI? 

The simple answer to this question is that you will get the best ROI on the most popular channels used by your customers. However, you have to use the right kind of marketing on those channels. Different platforms require different types of content. Make sure you have a solid overall marketing strategy.

For even more things to consider, this video from Philip VanDusen has some great digital marketing tips.

Where to Spend Your Digital Marketing Budget for Healthcare?

The pandemic drastically shifted the healthcare industry toward digital resources, whether it wanted to it not. Many healthcare marketers are adjusting their marketing goals and spending patterns based on the effects of the pandemic.

In a recent survey, healthcare marketers indicated that one of the top marketing goals for 2021 was to build brand awareness. Respondents also said they were increasing marketing investments in search engine optimization and paid social media, among others.

top digital marketing investments healthcare organizations are making in 2021

Now, you get to figure out the best way to use these digital channels to connect with your customers and get successful returns. We recommend these key digital channels to maximize your marketing budget.

1. Create Bold Brand Messaging Through Your Website

The most important digital channel to focus on is your company’s website. This is the place where most customers will ultimately connect with you. You want it to look sharp, have an easy-to-understand layout, and load quickly. In fact, a website that takes too long to load may cost you a sale.

According to Neil Patel, the longer a site takes to load, the higher the chance a visitor will abandon your site.

Finally, don’t forget to optimize your site for mobile use, as about half of all internet traffic comes from mobile devices.

2. Trust Email Marketing to Reach Businesses 

Email marketing is a highly effective way to reach potential customers. It also offers an incredible ROI with an average return of $38 for every $1 spent. Email is an easily customizable channel you can use to communicate directly with your customers. 

You can use email to gradually convert a lead, offer new solutions to current customers, and even reactivate old customers. Email is one of the most personalized methods of connecting with customers. However, you must have a good email marketing strategy, so you don’t waste your marketing dollars.

3. Use Social Media Marketing to Engage with Customers 

Our modern world is connected through social media. More and more often, businesses use social media to connect with and find customers. With so many social media platforms available, your company can find the ones best suited to you.

While the main goal of social media is to share information about your company brand, it is also an effective tool for monitoring the activity of your customers. You can use relevant hashtags to draw attention to your industry. For example, if your company sells mammogram machines, you can join in the conversation with hashtags during breast cancer awareness month in October. 

4. Share Your Expertise Through a Blog 

You know your company and industry well. Share that expertise with others through a company blog. When you set up your blog, you should plan on publishing something new at least once a month, but once a week is even better. Focus on creating quality content with good SEO value that will attract more customers in your market.

Share Moving Media Can Help You Maximize Your Digital Marketing Budget

At Share Moving Media, we’re experts in creating high-quality content for the healthcare industry. We work with healthcare marketers along with distributors and manufacturers in the healthcare industry. If you want to put our expertise to work for your healthcare company, we are ready to help.

Contact us today to learn more about our company.

How Healthcare Businesses Can Adjust to the New Virtual Sales Environment

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The global pandemic has changed the way the world operates for the foreseeable future. This is especially true in the healthcare industry.

As a medical supplier, you may have found yourself conducting more virtual sales meetings than ever before. As the world shifts into this “new normal,” we have some helpful tips to help you and your company transition into a new virtual sales environment.

Key Takeaways

  • Sales associates must adjust their expectations and improve their emotional intelligence to adapt to a virtual environment.
  • Companies need to give their sales staff all the hardware and software they need to succeed virtually.
  • Sales teams can incorporate best practices, such as short meetings, good visuals, and consistent focus, to improve results in virtual meetings.

Help Your Sales Staff Improve Their Emotional Intelligence to Succeed in a Virtual Environment

While it might seem like face-to-face sales skills would translate well in a virtual world, many sales professionals find themselves struggling and questioning their abilities.

To ensure that your sales staff is well-equipped to meet the challenges of a virtual sales environment, your company will need to consider new support tactics to help them succeed. Roberta Moore, CEO and Founder of The EQ-i Coach, wrote in Forbes about five key emotional skills salespeople should focus on while conducting business online.

  • Self-Regard: Your sales staff should be confident in their abilities. If they are feeling unsure, clients will likely notice. Help encourage confidence by sharing a list of their accomplishments with them.
  • Emotional Expression: Talking with someone through a video chat requires more emotional expression than an in-person chat. Coach your sales staff on making their faces more expressive and using positive body language that the client will see on camera.
  • Flexibility: Depending on the circumstances, your sales associates may meet with clients who are working from home. Because of various pandemic conditions, your associates or clients may have a noisy home environment that is full of distractions. Train your associates to be flexible, forgiving, and patient. 
  • Optimism: Working from home or virtually in an office during a pandemic can be stressful and uncomfortable. To encourage feelings of optimism, tell your associates to think of someone they love or a funny situation to help lighten their spirits before a call. 
  • Assertiveness: If a sales associate can focus on their momentum instead of possible disappointments, they can start feeling more assertive. Count each small step as a success.

Invest in Virtual Infrastructure

A successful virtual selling environment needs support from a well-designed virtual infrastructure. Instead of just putting your sales staff in front of a camera and hoping for the best, you need to make some infrastructure adjustments.

  • Promote your brand: You have a company logo. Use that logo to create a virtual background that showcases your brand. You can also invite clients to company webinars to learn more about your brand.
  • Use quality equipment: Make sure your virtual sales staff have the equipment they need to do their best job. This may include a laptop, improved lighting, a high-quality microphone, and an excellent web camera.
  • Keep software up to date: Along with having advanced hardware, make sure your sales associates have the correct software and that everything is up to date. It would be unfortunate to miss a potential sale because of a software failure.

With the right tools, your sales team will begin seeing more success in their new virtual environment.

7 Best Practices for a New Virtual Sales Environment

While many sales meetings are conducted across the internet now, humans still prefer a personal touch. To continue to build the relationships any sales team needs to succeed, here are a few virtual selling best practices your team can implement.

1. Establish a Routine that Promotes Focus 

Whether your sales team is working remotely from home or coming into the office, they need a space that can help them focus on their goals. Encourage your associates to create a healthy work routine that includes taking breaks to prevent burnout.

2. Keep Virtual Meetings Short 

It can be difficult to keep someone’s sustained attention in a virtual environment. Have your associates keep this in mind when planning their meetings. Remote buyers are looking for detailed, succinct meetings. 

Unlike a face-to-face meeting, no one will linger afterwards for a follow-up chat or a cup of coffee. Sellers must deliver all their charm and all the details in a set amount of time. 

This is also a good way to show your clients that you value their time. Schedule meetings that allow for potential downtime in between. For example, instead of an hour-long meeting, schedule it for 50 minutes. 

Consider using a checklist, like this one, to manage your virtual meetings.

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3. Be Prepared with Visuals

In a traditional face-to-face meeting, you might give a client some handouts or give them a presentation with pertinent statistics and graphics. In a virtual setting, you may not be able to hand them something, but your sales staff should still use bold graphics and other visuals to keep the client’s attention.

These visual should guide the client through their needs and show them how your company can solve a problem for them. They are more likely to remember what you share with them if you use visuals.

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4. Dress Professionally 

It is tempting to stay in casual clothes while working remotely. However, by getting dressed for work in the morning, it can help your brain get into a work mindset. Plus, professional dress leaves more of an impact during a sales call.

5. Use Flattering Lighting 

Natural light that comes from the front offer the most flattering lighting. If a windowed room is not an option for a virtual sales call, use quality, professional lights.

6. Position the Camera Correctly 

Placing the camera slightly above the eye line will give you the best camera angle. It keeps your head tilted up slightly and is more comfortable.

7. Turn on “Do Not Disturb” 

Make sure your team is not distracted by other notifications on their computers or phones by having them turn the “do not disturb” feature. This will block pop-ups and any notification sounds from distracting them.

Check out these additional sales tips for video calls to help your team succeed and feel more engaged with your clients.

Your Healthcare Brand Can Succeed in a Virtual Sales Environment

Your sales methods may have to change, but you still offer quality medical supplies that your clients need. At Share Moving Media, we are dedicated to healthcare distributors and manufacturers like you and want to see your business grow.

We can help you enhance your virtual sales experience and allow your customers to see your full potential, even when you’re not face-to-face.

Contact us today to get started in this new virtual environment.

E-Guide on Technical Content Marketing in the Healthcare Supply Chain

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Healthcare supply chain content marketing can help businesses promote their brand, attract new clients, and retain long-term customers. 

By providing your prospects and leads with valuable content online, you can earn their trust and win them over. Follow the tips in our e-guide to learn what technical content in healthcare is and how it can best serve your business.

Quick Takeaways:

  • Unlike a lot of technical writing, technical content is marketing-focused.
  • As a business in the healthcare supply chain, your technical content should speak directly to your customers.
  • Technical content and content marketing can help you achieve various goals like higher ROI, greater visibility and authority in your field, and new leads and customers.
  • The amount of technical content your business requires will depend on your audience, competition, industry, and goals.

What is Technical Content Marketing for Businesses in the Healthcare Supply Chain?

“Technical content” can be easily confused with “technical writing.” We’ll start by defining technical writing. 

Technical Writing

This often involves creating manuals, documentation, proposals, and other materials that help break down complex processes or communicate specialized or technical topics. Technical writers are usually well versed in a particular field of study, but they aren’t necessarily professional writers.

Technical Content

This, on the other hand, is marketing-focused. Like technical writers, technical content writers seek to break down complex subjects and create materials to help people better understand technology. But they must also understand marketing and how to communicate with the end user. Their tone and style should be conversational, easily digestible, and targeted to reach a specific audience.

Technical content is also more empathetic. Your content should connect on a meaningful level with your target audience. Prove that you can see through their eyes and understand them. Content must also be highly relevant. Every marketing material you create should have an end goal (e.g., getting downloads, email addresses, or clicks).

Technical Content Marketing in the Healthcare Supply Chain

Businesses in the healthcare supply chain should develop technical content that speaks directly to customers. If you’re a medical supplier (distributor or manufacturer), your customers probably include hospitals and doctors’ offices. Your content should address your customers’ top pain points and provide viable solutions to pressing problems.

Types of Technical Content to Consider Producing

Consider adding the following types of content to your marketing plan to engage followers and turn more leads into customers.

  • Blog articles
  • Infographics
  • Data stories
  • Case studies and customer reviews
  • Podcasts
  • Videos
  • Industry trends and news
  • Magazines and journals
  • Newsletters
  • Mobile apps
  • Tutorials 
  • Online support 

Why is Technical Content Essential in Healthcare Supply Chain Marketing?

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Technical content and content marketing can help you achieve your short- and long-term business goals.

1. Increase Visibility Online

Sharing valuable, optimized content can help you increase rankings on search engine results pages for topics your audience cares about. 

Publishing expert information on healthcare-related topics can show your audience you know your stuff and can be relied upon. According to HubSpot, web traffic is one of the top two most common success metrics for content marketing strategies.

2. Gain New Leads and Customers

Tailoring your content to reach a specific audience can help you gain more qualified traffic and leads. 

Go after people who are already seeking answers you can provide, such as authoritative information in the medical industry, and then capture their interest with valuable information. Being in the right place at the right time can trigger leads and sales.

3. Boost Your ROI

Producing technical content can also help you increase your return on investment (ROI). 

Did you know that nearly half of all marketers can’t prove their marketing efforts’ long-term impact (or ROI) using quantitative data? Don’t be one of them. Tracking your ROI can help you determine which types of content, campaigns, and channels are most effective.

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Here are some strategies to help you boost your technical content marketing ROI:

  • Publish content regularly.
  • Update old content.
  • Optimize your content for the platform, distribution channel, and search engines (if applicable).
  • Promote your content for maximum visibility.
  • Repurpose existing content for greater reach.
  • Do your research.
  • Analyze performance data.

4. Achieve Greater Authority Online and in Your Industry

By sharing relevant, valuable, and authentic information with hospitals and healthcare providers (your target audience), you can start building authority online and in your niche. 

Producing and distributing technical content can help people solve their problems. Soon, you’ll start building trust and gaining tremendous respect in the healthcare field.

How Much Technical Content Should You Produce?

You don’t want to overwhelm your audience with too much information. But you do want to produce enough content to show up as a top result for search terms related to your industry and business.

The more knowledgeable your prospects are about their problems and needs, the more quickly you can lead them toward a helpful solution (your technical product or service). 

You’ll likely need to cover various areas – targeting multiple stakeholders and their distinct pain points. Let’s say you distribute supplies to both large hospitals and small healthcare offices. Each “persona” will need different types of content to cater to their specific needs.

Your technical marketing strategy should also include:

  • Content for each stage of the buyer’s journey (awareness, consideration, and decision)
  • Different types of content offers (depending on where your prospects spend time learning and researching)
  • Opportunities to upsell your products or services through your content

The specific amount of technical content your healthcare business requires for maximum results will depend on your audience, competition, industry, and growth-driven goals.

Outsourcing Your Technical Content Creation to the Pros

64% of marketers in the manufacturing industry outsource at least one content marketing task, and 87% of them outsource content creation. If you’re ready to soar ahead of the competition and attract ideal customers to your business, we’d love to partner with you. We work with medical suppliers across the nation, helping them build quality content that gets noticed.

Contact us today to learn more!

Four Strategies for Referral Marketing in Healthcare That Will Earn You More High-Value Customers

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As a medical supplier, you rely on doctors, hospitals, and other healthcare facilities to keep your business growing.

One of the best ways to increase exposure and trust in your products is through referral marketing in the healthcare industry. Word of mouth recommendations backed by medical results can be an effective tool in your overall marketing strategy.

We are going to talk about the importance of referral marketing and share four key strategies that you can use to boost referrals in the future.

Quick Takeaways

  • Referrals generate more high-quality leads than other types of marketing.
  • Referrals have some of the highest lead conversion rates.
  • Medical suppliers can use referral marketing along with other types of marketing to meet their business growth goals.
  • Getting to know your customers is a key step in the referral process.

Why Referral Marketing in Healthcare is Important

Marketing in the healthcare industry can be a bit trickier than in other industries. This is mainly due to healthcare regulations, such as HIPPA and the federal anti-kickback statute (AKS). However, as a medical supplier, you still need to develop a marketing referral strategy. Social Media Today has some great statistics to show this:

High Quality Leads 

You are a business-to-business (B2B) company. 78% of B2B marketers say that referrals bring them higher quality leads.

More Leads

In addition to creating better leads, referrals also generate a higher volume of leads, according to 60% of marketers.

Lower Costs

Referral programs are a great asset. Once you have set up a successful program, it should essentially run itself. 54% of marketers in the survey said that referral marketing comes with a lower cost-per-lead compared to other types of marketing.

Popular In the Industry

Referral marketing is a popular choice across many industries, including healthcare. Referral programs work and they can quickly add new customers to your business.

Great Source of Leads

Marketers rate referrals as the second-best source of high quality leads, with trade events coming in first.

Leads Turn into Sales

According to Harvard Business Review, consumers are four times as likely to purchase a product when it is recommended by a friend. In addition, 84% of B2B sales start with a referral.

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Referral Programs Lead to Success

According to Copper Chronicles, companies with referral programs have better sales success.

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When a friend, family member, or colleague recommends a business or product to you, it automatically comes with built-in trust. When a business rewards that referral or recommendation, customers are more likely to share their experiences with others.

Determine Your Marketing Goals

To help make your healthcare referral marketing work better for you, you should follow these steps.

1. Identify Your Goals 

Obviously, your main goal is to increase the number of customers you have. However, you also want to get new, loyal customers who will share their experiences with other healthcare providers.

2. Use Various Methods to Reach Your Goals 

Instead of focusing all of your time and money on one marketing area, consider multiple marketing avenues that could draw in more customers. These may include:

  • Mass mailing campaigns: You could send out mailers to local hospitals and physician’s offices in the area you want to target.
  • Monthly newsletters: Create a monthly e-newsletter that you send out to your customers and anyone on your email list. You can highlight new products and share details on the benefits of your referral program.
  • Local events: Participate in as many events as you can that will connect you with hospital staff, doctors, and other healthcare professionals. This could include educational events, conferences, and hospital events.
  • Advertising: Buy advertising spots in healthcare publications, on medical websites, and even social media sites.

3. Compare Results 

With multiple marketing paths, you can compare the results you get from each method. Be sure to stick with your chosen methods for at least six months. Ask your new customers how they heard about your company and your products. If you find that some methods worked better than others, you can adjust your marketing strategy to focus on those areas.

Four Healthcare Referral Strategies to Help Grow Your Customer Base

Much of the healthcare industry is driven by referrals and recommendations – not simply doctors referring patients to specialists, but hospitals and healthcare organizations recommending medial suppliers and products.

If your business is ready to expand your referral network, here are a few strategies to get you started.

1. Find Your Main Sources of Referrals 

If you sort through all your sources of referrals, you will likely find a small number of key organizations and individuals that drive most of your referral business. By focusing on these primary sources, you can prioritize your marketing resources and give these sources the attention they deserve. You want to ensure that they remain your primary referral source, and not someone else’s.

2. Learn What Makes Your Sources Happy 

Talk to your referring organizations and ask them what they like the most about your business and products. Really listen to their answers and find ways to make them and their referrals happy.

3. Ask for Referrals Right Away 

While this may seem pushy, asking for referrals early in the process is more likely to lead to success. During the initial purchase stage is when customers are most excited about your products. You can ask questions like, “Who do you know that would benefit from our services?”

4. Hold an Exit Interview 

If a customer is finished using your services or products, schedule an exit interview with them. Ask them specific questions about what you did well or things you could have improved on. This is also a good time to ask for additional referrals with a question like, “Would you recommend our business?” If they say yes, ask for more information.

Improve Your Healthcare Referral Marketing Strategy to See Your Business Grow

Referral marketing in healthcare is an important part of any medical supplier’s marketing strategy. Focusing on your top customers and learning what makes them happy is the key to success.

Share Moving Media is here to help healthcare suppliers like you grow your business and reach new customers.

Contact us today, and we can help your healthcare business streamline your referral process.

Eight Effective Strategies for Omni-Channel Marketing in Healthcare

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As technology advances, and the way we all connect with the world changes, the marketing industry must evolve. This is happening at an ever-increasing rate, including in the healthcare industry.

To keep up and make sure your business gets the exposure it needs, you must continually invest in new marketing ideas.

One of the best ways to employ modern marketing principles is omni-channel marketing. This is used to create an interactive pipeline for your potential customers. Omni-channel marketing in healthcare is an innovative way to give customers a seamless brand experience that can potentially create long-lasting partnerships.

Key Takeaways

  • Omni-channel marketing delivers higher purchase frequency and engagement rates.
  • You can reach more customers in more places with a cohesive message across all channels.
  • Omni-channel marketing can help a brand focus their message and see things from their customers’ perspectives.

What Is Omni-Channel Marketing in Healthcare?

Omni-channel marketing is similar to multichannel marketing. Both use multiple marketing platforms to connect with customers. However, the main difference is that in omni-channel marketing, the content across all channels is connected and optimized. 

This video offers a few more details about how multichannel and omni-channel marketing approaches differ.

In omni-channel marketing, one marketing avenue will lead the customer to another experience. For example, an email will include a link to a webinar, which in turn gives the customer information on how to sign up for an in-person consultation.

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The goal of omni-channel healthcare marketing is to make every customer feel like they have a personalized experience with your company.

Benefits of Using Omni-Channel Marketing

Omni-channel marketing is quickly growing as one of the most important marketing tools. Recent studies have shown that businesses who use an omni-channel marketing approach can see an increase in purchase frequency of 250%, compared to companies who only use a single channel. In addition, the studies show an engagement rate of 18.96%, compared to just 5.4% for brands that do not use an omni-channel approach.

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Here are some of the key benefits to using omni-channel marketing for your healthcare business: 

  • More exposure: With your brand on multiple marketing channels, more customers will see your message and engage with your brand.
  • Improved messaging: Each marketing channel you use will reinforce the overall theme of your message. For example, when a customer gets an email message from your company along with seeing social media posts featuring the same message, it can strengthen the image of your brand. 
  • More leads: More brand exposure will naturally earn you more leads. Potential customers who see your message on multiple platforms are more likely to contact your company for information.
  • Improved conversion rates: With an omni-channel marketing approach, your brand message will be cohesive. This can lead to a higher conversion rate and a better return on your investment.

8 Strategies to Use in Your Omni-Channel Healthcare Marketing

With such clear benefits, it is easy to see why you need an omni-channel marketing strategy. But how do you get there? Here are a few strategies you can start incorporating into your next marketing campaign.

1. Focus on Where You Are Successful 

Using omni-channel marketing means connecting with your customers in multiple places. However, it does not mean you have to use every possible marketing channel at the same time. Focus on sending out a unified message across a few areas, such as print media, social media, and your website. 

Three channels are an ideal place to start. Stick with your chosen approach for at least six months to see the results. Once you have successful, consistent results in your chosen areas, consider adding a new marketing outlet.

2. Have a Consistent Message 

The key to a successful omni-channel marketing strategy is having a consistent message across all platforms. Your customers should be able to move from one touchpoint to the next without feeling like they missed something.

3. Go Where Your Audience Is 

Your business works with healthcare professionals. You need to reach them where they are. Learn more about your customers and what media they interact with. Consider marketing with healthcare-related apps, sponsoring local health-related events, setting up a booth at the next healthcare conference, or buying ads in popular healthcare magazines.

4. Reuse High-Performing Content 

While you should never copy and paste content from one platform to another, you can make small adjustments to turn a blog post into a commercial or a series of tweets. An omni-channel marketing experience should be consistent and cohesive.

5. Create Personalized Experiences 

With modern technology and AI software, it is not difficult to create a digital experience that feels personalized for each customer. Simple touches like adding a customer’s name to an email can have a big effect on their response to your message.

6. Map the Customer Journey 

Put yourself in your customer’s shoes and navigate every channel of your omni-market process. Make sure there are no dead ends. Every channel should be optimized to lead the customer to a potential sale, while also giving them easy access to another marketing channel for more information.

7. Optimize Your Social Media Presence

This works with strategy number 3. While healthcare professionals will likely have a presence on traditional social media sites like Facebook, LinkedIn, and Instagram, you should also consider using platforms like Doximity, Sermo, and DailyRounds. 

8. Analyze Your Data

Your omni-channel marketing tools are going to give you a wealth of data. Study the data to find ways to improve your message and marketing. Your data should also lead you toward your top customers, which you may be able to use as brand ambassadors.

Get Your Healthcare Brand Noticed with Omni-Channel Marketing

Share Moving Media is a leading content production and publishing company for the healthcare industry. We work with healthcare manufacturers and distributors to help them enhance their brand messaging and attract new customers. We would love to help you reach your full potential and grow your business.

If you are ready to enhance your brand’s image through omni-channel marketing, contact us today to get started.