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Master the Growth of Your Healthcare Digital Marketing Program: A Guide to Digital Marketing in Healthcare

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The world of marketing is constantly evolving. From technological advancements to updated research findings, marketers must continually adapt to the latest trends and platforms to most effectively reach their audience. This is especially true for businesses in the healthcare supply chain. With ever-changing medical advancements, government regulations, and healthcare research, companies must adjust their messaging to deliver timely and relevant information to their audience.

A digital marketing strategy should be evaluated and updated on a fairly regular basis. To ensure that you are meeting the needs of your audience, delivering current information, and maximizing marketing efforts, keep your campaigns up to date— both in strategy and execution. For maximum impact and best results, learn how your healthcare digital marketing strategy should evolve with this e-guide on digital marketing in healthcare.

Why is a Healthcare Digital Marketing Strategy Important?

Your healthcare digital marketing strategy helps set your business apart from the competition. Whether you are in hospital purchasing, group contracting, or hospital distribution, an effective digital marketing strategy enables you to communicate with your audience. 

A healthcare digital marketing strategy helps healthcare suppliers:

  • Identify your audience: Through research, you can discover qualitative and quantitative data, from traditional demographics like age and gender to job title and medical product needs. This guides your content strategy and how to reach your prospects for the best results.
  • Build trust and develop relationships: Useful content helps to build trust with your audience while personalized messaging enables you to develop meaningful relationships with your readers. This equates to more purchases and referrals.
  • Earn more customers: A well-developed and intuitive website can serve as an invaluable resource for your users. Strategic content can guide visitors through the sales funnel and convert them to customers.

To ensure you’re getting the most out of your healthcare digital marketing strategy, you must perform occasional housekeeping to maintain up-to-date information and practices for ultimate success.

7 Ways to Update Your Healthcare Digital Marketing Strategy

Maintaining a current healthcare digital marketing strategy is essential to building your online presence and overall business success. Here are seven ways to update your strategy for maximum results. 

1. Reassess Your Current Strategy’s Effectiveness 

Take some time to review your analytics and see what areas of your digital marketing strategy are working and what areas need improvement. This data provides insight into your audience, your company’s strengths, and your business in general. You can use these metrics to fine-tune your strategy and make any adjustments for future growth opportunities.

2. Implement New Technologies and Platforms 

There was a time when pay-per-click ads were the height of technological marketing. Now, there are constantly new apps, plugins, and digital features to help promote your business. Chatbots can streamline sales and marketing processes, and social video marketing engages audiences like never before.

The addition of new platforms to the digital space is also revolutionizing digital marketing. More people are connecting through social networks. To reach your audience where they are, you must stay on top of the latest platforms people are using. That’s where they’ll share your information, ask product questions, and discuss and review their experience with your company.

3. Try New Advertising Methods

Traditional advertising like magazine ads and billboards aren’t so traditional anymore. Today, more than 80% of Americans use social media. Consider allocating your marketing budget for ads and promotional notifications on Facebook, Twitter, and Snapchat. Look into other opportunities for digital marketing that you may not have previously considered. By leaving less effective advertising methods behind, you save money and reach more of your targeted audience.

4. Evaluate Channel Performance

A digital marketing strategy doesn’t have to be a complete failure to be considered ineffective. Sometimes a marketing plan is delivering results but isn’t functioning at maximum capacity. Take a closer look at the channels used in your marketing campaigns. 

If you find they’re doing great, they may not need any improvements. But for channels that aren’t bringing the results you want  to see, consider re-evaluating those options. Update your approach, or pull out of that channel altogether. Those resources can be applied elsewhere to strengthen your campaign and maximize your efforts.

5. Interpret Current Data 

There are several tools available for analyzing and interpreting data. If you’re assessing campaign performance and can’t make sense of the metrics you’re seeing, consider purchasing a tool to assist with this process. Information still over your head? Hire a company to handle this aspect of your marketing for you. This information provides invaluable insights into campaign performance and company success. You want to be sure you can track it accurately to shape an effective digital marketing strategy.

6. Maximize Engagement 

Engagement is an important element of marketing. It aids SEO, guides your content development, and helps build brand loyalty and recognition. When people visit your website, you want them to click through your pages, spend time reading your information, and perform a call-to-action. On social media, you want people to share and like your posts and comment on your updates. 

If your website isn’t gaining attention or your social media account isn’t receiving any interaction, it is time to make some changes. Revamp your content. Survey your audience. Somehow, you’re not delivering information that they’re finding useful. When you know how to reach them and with what details, you can improve engagement and drive interest.

7. Stay Current on Algorithms 

A marketing strategy that’s worked for a long time may suddenly stop delivering results. Content may be failing to attract your audience or you may find your business listed lower in SEO rankings. This can be an indicator that something online – a formula, an algorithm, or a process – has changed. 

You’ll need to find out what it is and adjust your strategy to meet the requirements necessary to succeed. Using the same healthcare digital marketing strategy for too long will lead to an outdated program that loses impact, declines in performance, and becomes stagnant.

Develop a Professional Healthcare Digital Marketing Strategy 

To keep up with the ever-changing trends, updates, and technological advancements in the healthcare industry, it’s important to continually update your digital marketing strategy. A full-service company, Share Moving Media uses media and content to help healthcare businesses like yours reach their marketing goals.

Contact us today to discuss ways to improve your healthcare digital marketing strategy for maximum results.

5 New Diagnostic Tests for Patient Experience Optimization

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Patient experience is essential to the success of businesses within the healthcare supply chain. Assessing a patient’s journey to ensure a positive experience is important to quality lead generation and revenue growth. After all, people who receive treatment that meets their specific needs and preferences are likely to become loyal patients who spread the word about their experience. This expands the reach and helps drive more business to the healthcare provider. 

As healthcare professionals analyze their services, they must evaluate their diagnostic tests for patient experience. By assessing these tests, medical professionals eliminate unnecessary procedures and provide the most positive patient experience possible.

What is Diagnostic Testing?

When a patient has a medical concern, physicians use diagnostic testing to rule out and confirm various ailments and determine their progression. Diagnostic tests and tools guide physicians in developing a treatment plan and measuring the treatment’s effectiveness.

Some diagnostic tests are invasive, where tools are inserted into the body, as in: 

  • Biopsies
  • Blood samples
  • Colonoscopies
  • Endoscopies

Sometimes invasive procedures are the only way to access the information needed for doctors to diagnose a medical issue. Alternatively, they can use non-invasive diagnostic tests, where it is not necessary to penetrate the skin to diagnose. 

Common non-invasive diagnostic tests include:

  • MRIs
  • X-rays
  • Basic eye exams
  • Mammograms
  • Sonograms

Non-invasive testing typically requires equipment that creates pictures of soft tissues, organs, and bones.. These images let doctors know if more invasive steps are required to diagnose the issue.

Like any medical procedure, diagnostic testing is subject to inaccuracies, cost, risks, and benefits. That’s why it is  important to evaluate testing procedures and streamline processes to ensure patients have positive experience.

5 New Diagnostic Tests for Patient Experience 

A closer look at which diagnostic tests are issued and how they are conducted can help doctors meet the medical needs of their patients while avoiding excessive costs, saving time, and minimizing risk. All of this helps to provide an improved patient experience. Here are five new diagnostic tests for patient experience optimization.

1. COVID-19 Rapid Diagnostic Tests 

While people wait to receive their COVID-19 vaccine, accurately and quickly diagnosing the virus is critical in minimizing its spread. Two new rapid diagnostic tests have been developed for people to detect COVID-19 variants and differentiate from illnesses with similar symptoms.

Much like an at-home pregnancy test, these COVID-19 rapid tests use commercial reagents for nucleic acid detection. The first test can be conducted in the comfort of one’s own home and results are revealed in roughly an hour. The second test uses the same sample but must be analyzed by a professional. 

These new tests are more convenient, more comfortable, and produce results more quickly than previous COVID-19 diagnostic tests. They would certainly improve the patient experience. Scientists are currently seeking licensing for release of these diagnostic tests to the public and healthcare professionals alike.

2. Microneedle Patch with Fluorescent Nanolabels 

Blood draws are one of the most common diagnostic tests conducted by healthcare professionals. Unfortunately, they can be inconvenient, painful, and are difficult for patients who can’t handle the sight of blood. A new alternative is a microneedle patch covered in fluorescent nanolabels that detects protein and antibodies in the interstitial fluid that exists between cells.

Microneedle patches are covered in tiny needles that only penetrate about 400 microns deep into the dermal layer of skin. They don’t touch sensory nerves, so they don’t cause any pain. Although antibodies in interstitial fluid are generally low in concentration, the fluorescent nanolabels boost the detection and make them easier to identify.

For patients who dread having their blood drawn, microneedle patch diagnostic testing can be a preferred option. It is  painless, convenient, and yields reliable results.

3. RESP Lung Monitor 

Monitoring lung sounds is an important step in diagnosing numerous respiratory issues. RESP, a new device developed by Strados Labs in Philadelphia, is a wearable technology allowing healthcare providers to monitor their patients and track data remotely.

RESP adheres to the chest and listens for lung sounds like wheezes and coughs. Data is recorded and stored remotely, and physicians can  access the information at any time. Sound editing can eliminate outside noise, accurately track lung sounds, and reveal trends and patterns in the lungs’ performance. 

Patients don’t have to make multiple trips to their doctor’s office for assessment or monitoring. They simply wear the non-invasive device and go about their daily routine. It’s a convenient way to monitor lung health and track medical progress.

4. VitalSight Remote Patient Monitoring 

Although annual check-ups only occur once a year, they are fairly inconvenient. Patients have to take time off from work, navigate traffic, and sit in a waiting room with potentially sick people before they’re even seen by a doctor. A new diagnostic test created by Omron allows doctors to monitor their patients remotely.

VitalSight is a system that connects Omron’s weight scales and blood pressure monitors to an EMR through a special hub. Patients simply plug in the wireless hub to a power outlet and they can measure their own data from home. All readings are recorded, routed to their medical records automatically, and reviewed by healthcare professionals. Any abnormal results send an alert to staff for a follow-up.

Remote patient monitoring is easier for patients as it doesn’t disrupt their daily routine. They can still receive the same great care from the comfort of their own home.

5. BIOMONITOR IIIm Cardiac Monitor

The BIOMONITOR IIIm injectable cardiac monitor (ICM) has been on the market for a while, helping cardiologists remotely diagnose cardiac issues. The ICM now features a Vital Data Sensor that measures body temperature and can detect signs of fever. This is important for cardiac patients who are at a higher risk for infection and who have a harder time recovering from systemic illnesses. 

Recognizing the onset of fever can indicate early signs of infection which helps patients receive treatment sooner. Remote monitoring also minimizes in-person contact. This protects these at-risk patients from possible illnesses. The ICM with Vital Data Sensor is a diagnostic test that brings ease and comfort to the patients who use it.

Send the Right Message with a Professionally Developed Marketing Strategy 

Whether you’re in medical sales or hospital distribution, your products and services play a vital role in the overall patient experience. Let your customers know you’re ready to help. Share Moving Media is a full-service media and content company that helps healthcare businesses reach their marketing goals.

Looking to help your customers maximize their patient experience? Contact us today to develop an effective marketing strategy that can help increase your market share. 

CRM for Healthcare Vendors: How to Excel at Customer Relationship Management

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Whether you are in hospital distribution or medical sales, customer relationship management (CRM) is an essential strategy for any business in the healthcare supply chain. Building a customer base takes time, effort, planning, and effective execution. First, your company must educate prospects and attract them to your services. Then, you build engagement and develop customer loyalty through valuable messaging and superior service. This process is called CRM.

Consumer needs are constantly changing, especially in the healthcare industry. New research findings, government regulations, technological advancements, and new medications, all impact the decisions of healthcare consumers. For this reason, healthcare suppliers need a deep understanding of their prospects’ needs and concerns to effectively guide their campaign strategies and increase market share. This is why CRM for healthcare vendors is so important. 

Benefits of CRM for Healthcare Vendors

CRM is essential to your manufacturing business development strategy because it provides invaluable insights to guide your marketing campaigns and the way you approach your prospects. 

CRM allows you to:

  • Analyze opportunities: You can assess the market and prioritize your efforts.
  • Predict your audience: Based on behaviors, trends, and demographics, you can gauge which prospects are potential customers.
  • Engage your users: You’ll know how and when to reach both current and potential customers to maximize their engagement and build customer loyalty.
  • Prove your impact: CRM enables you to track your progress and share results with stakeholders.

CRM is critical in identifying your target audience, understanding what they want, and continuing to build a relationship with them in the future. CRM for healthcare vendors helps suppliers streamline their processes while nurturing leads, improving the quality of leads, and increasing conversion rates. All of these are essential to business success.

Where CRM benefits your organization the most is in aligning marketing and sales departments.

It does so by:

  • Improving communication: Managers can track the success of each department’s approach and maintain open dialogue through shared records.
  • Providing deeper insights: Shared results give both departments full access to lead contact information, including details like competitors, background, and brand interaction.
  • Bridging gaps with shared goals: Sales and marketing work side-by-side in defining lead generation and nurturing strategies. 
  • Streamlining efforts: Both departments can see where each prospect is in their user journey. This allows marketing to create more effective messaging and sales to approach interested parties with more focus.

CRM creates opportunities for teamwork that help marketing and sales departments work together to generate quality leads and sales growth.

5 Ways Healthcare Vendors Can Excel at CRM

CRM is an effective way for healthcare vendors to target, nurture, and retain potential customers efficiently. Here are five ways healthcare vendors can excel at CRM.

1. Identify Your Target Audience 

Healthcare suppliers can use CRM to pinpoint strong market opportunities and make educated decisions about where and how to allocate their marketing budget. Learn about your target audience by:

  • Analyzing yearly trends: Compare data year-over-year to determine a customer’s average financial value and predict their future value.
  • Assessing demographics: Look at quantitative and qualitative traits, from gender and age to professional background and user behavior. Identify patterns, healthcare needs, and general trends to develop a more in-depth understanding of your audience.
  • Finding opportunities by location: CRM helps to determine ideal populations by geography given demand, need, digital engagement, and risk. 

Once you have a better idea of who your target audience is, you can begin to develop campaigns tailored to meet their needs and increase the likelihood of converting them to customers.

2. Predict Highest Value Customers 

CRM provides predictive models to discover prospective customers most interested in getting your messages. This allows you to locate, contact, and engage them more easily, which maximizes your marketing approach. 

There are lots of CRM tools available, but you need to realize that not all systems are the same. Understand the predictive models provided by your program and gain an understanding of what they reveal about customers who could benefit from your services, how best to reach them, and how much revenue you can expect to make from each one.

3. Segment Your Audience 

Once you have a better understanding of your target audience, you will want to categorize them into meaningful segments to tailor content that resonates with their needs. Personalized messaging that provides value to an audience is more likely to engage them and entice them to convert to a customer. When you group them into segments, you’re able to further define their needs by identifying personas that shape your custom messages.

Personas can be anything from medical needs or financial value to purchase behavior or job title. They should be specific enough to differentiate distinct identifiers among your target base. To track your efforts and measure your results, audience segments should be distinguishable in your CRM database.

4. Understand the Customer Journey 

Enlist journey mapping to recognize opportunities throughout the customer journey where prospects can be encouraged to take action. When you have a deep understanding of the customer journey, you can develop effective messaging and track useful conversion metrics. Use your audience segmentation to strategize detailed customer points of entry, identify the conversions you’ll measure, and relate them to your marketing goals.

As you begin to gather campaign data, you can analyze the activity generated by each channel. This can help you see which touchpoints yield the most conversions. With this information, you can better see how the customer journey is impacting your overall ROI.

5. Assess Your Omnichannel Approach 

An omnichannel approach allows you to expand your reach through various platforms. However, it can be difficult to track results to see how well your campaigns are performing. CRM provides dashboard capabilities to help you assess results by individual channels or across all channels. 

This information lets you see which channels are performing well, and where there is room for improvement. You can track which pathways are driving conversions most effectively and set realistic goals to ensure you arere constantly improving your approach.

Trust the Experts to Help You with CRM

CRM plays a major role in the success of any healthcare business. Share Moving Media is a full-service content and media company that helps healthcare suppliers attract, reach, and retain prospective customers through effective marketing strategies. 

Contact us today to learn more about CRM for healthcare vendors.

6 Insurance Trends Everyone in Healthcare Should Know About

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The healthcare insurance industry is constantly evolving. From the landmark 1965 bill that established Medicaid and Medicare to the Affordable Care Act’s enaction in 2010, many landmark moments have helped shape the modern insurance field. Of course, some healthcare insurance trends are more subtle — but just as important to know about regardless, especially if you’re in the healthcare field.

6 Insurance Trends to Look Out for in 2021

The health insurance industry is evolving rapidly due to various factors, from the uptake of cutting-edge technologies to the impact of COVID-19. Here are some changes to keep an eye on in 2021.

1. Changing Demographics are Impacting the Need for Insurance

Overall, the consumer demand for health insurance is growing worldwide. There is a growing middle class in emerging markets (such as Argentina and Vietnam). This expanding consumer base means more people have the money needed to spend on expanded health insurance coverage.

In developed countries, demand is rising because populations are aging. For example, in the United States, the aging baby boomer population has caused the 65+ demographic to grow by one-third from 2010 to 2020. More people need longer – and often more expensive – care. This shift is expected to result in more private insurance spending and out-of-pocket spending,

2. Insurers are Ramping Up Digital Capabilities for More Virtual Care

The COVID-19 pandemic forced people around the world to stay home to minimize the risk of infection. As a result, telemedicine took off. Health insurers have taken note of this trend and acted accordingly, implementing more digital wellness initiatives. Companies are also presumably eager to minimize the detrimental health impacts of COVID-19 that might cost them money (e.g., a sedentary lifestyle, isolation).

For example, Optum, part of United Health Group, established a virtual community center to encourage elderly individuals to stay fit during the pandemic. The offering included mental health classes, nutrition tips, and free online exercise courses. Such digital capabilities will likely become part of the “new normal” – not a fleeting healthcare insurance trend but a lasting shift.

3. Tech Giants are Entering Insurance with a Focus on Improving Customer Care

Diversification of players is another critical healthcare insurance trend to monitor. Big tech companies, in particular, are shaking up the landscape. These power players are investing in health tech startups to boost their expertise, collaborating directly with insurers, and (of course) using their technological prowess to revolutionize the ways that health is handled.

For example, cloud-computing technologies combined with natural language processing can mine information from diverse health databases. This mass of data can then be analyzed using cognitive computing and AI, allowing for more accurate and detailed insights regarding health outcomes based on real-world evidence.

Tech companies are also bringing a more consumer-centered approach with them, causing marketplace disruptions. Google put an impressive $225 million of funding into Oscar Health, which offers direct-to-consumer health insurance. Another example: Apple and Anthem are collaborating to see how wearables like Apple Watch can enhance patient-driven asthma management.

4. Artificial Intelligence is Improving Claims Processing

As tech giants enter the healthcare industry, they are bringing their cutting-edge tools with them. Artificial intelligence is one example, with AI poised to transform claims management. AI systems can be used to automate early-stage processing of claims – for example, checking that all information in a claims request is provided and following up in case of missing details.

AI-based solutions can also be used to flag fraud or improve auto adjudication of claims. For instance, U.S.-based insurer Humana is working with tech giant Oracle to develop claimed real-time adjudication. This can save time, money, and manpower. It also benefits the end-user. By streamlining claims processing, insurers can help patients get the money they are due faster.

5. Data Interoperability is Allowing for Better Coordinated Care Delivery

The health insurance industry consistently deals with large amounts of sensitive patient data. Effective interoperability across disparate technological systems can allow for a more streamlined exchange of medical information, ensuring better, more efficient care delivery. Unfortunately, different healthcare IT systems often lack the common standards needed to share and interpret data seamlessly.

This is an issue that healthcare providers, insurers, and governments are working to fix. For example, the Global Digital Health Partnership brings together more than 30 stakeholders – from government agencies to the World Health Organization – to improve digital health implementation. Meanwhile, the U.S. Department of Health and Human Services has put in place technical standards regarding healthcare data exchange.

COVID-19 has put added pressure on this issue, as health experts worldwide seek to exchange valuable information regarding symptoms, mutations, vaccine reactions, and more.

6. Consumers are Seizing Control of Their Care, Changing Healthcare Value Chains

The COVID-19 pandemic saw many Americans lose their jobs. This also resulted in millions losing their health insurance because many Americans still rely on their employer to provide health insurance. Thanks to the ACA, healthcare consumers have more options to get the coverage they need. This is expected to impact enrollment numbers, although it’s too soon to see precise outcomes.

Further, the value chains in healthcare are evolving, giving consumers more control over their wellbeing. Individuals with chronic illnesses in particular stand to benefit. Today, a person with diabetes can use a wearable device linked to a mobile app to monitor blood glucose levels. Simplified monitoring makes it simpler to make smart diet and exercise choices and touch base quickly with physicians.

This makes it easier to avoid the types of dangerous complications that would typically end up costing health insurers money. This signals another significant shift — towards value-based care. A fee-for-service model may be the norm now, but this approach is hampered by hugely divergent costs (of drugs, procedures, and treatments). A value-based approach may be a future solution.

Keep Up with Evolving Healthcare Insurance Trends

Share Moving Media assists medical manufacturers in leveraging changing healthcare trends to maximize market share. A full-service media company, we can help you create marketing and content campaigns to keep up with the constantly evolving marketplace. From HIPAA hot topics to co-marketing strategies, we strive to give you helpful news you can use.

Subscribe to our newsletter for the latest updates in the healthcare marketing landscape.

Want to work together? Contact us.

5 Steps to Determine Blog Frequency to Grow Your B2B Healthcare Site’s Web Traffic

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The goal of every healthcare supplier’s website is the same: drive traffic, engage an audience, and convert customers. The way to do this is through search engine optimization (SEO), and the key to effective SEO is content. The more high-quality, relevant information you post on your site, the more material search engines have to scan and index. When a site is useful to its visitors, search engines will grant it higher placement in rankings. This means more visibility and more traffic.

Blogging is the most logical way to add valuable content to your website. Today, more than 31 million Americans host a blog and post at least once a month. That’s a ton of content. The question is, how many blog posts does it take to grow B2B web traffic in healthcare? 

Quality or Quantity: Which is Better?

When it comes to content, quality will always win over quantity. You must post meaningful information that brings readers value. A single, high-quality blog post will outperform a dozen mediocre fluff pieces every time. As long as you’re producing valuable content, you can then start strategizing blog frequency to help drive traffic to your site and increase your conversion rates.

The number of blog posts it will take to boost traffic depends on several factors. Every business is different, and the needs of every target audience are unique. What works for one company may not work for another. Details like how and when an audience prefers to receive information, company size, and blog length are all contributing factors to a blog’s success. Before you can begin to develop an effective blogging strategy, you’ll need to do some research.

Understanding Google’s Approach to New Pages

To schedule a blogging plan that works, it’s helpful to first understand how Google ranks pages based on content alone. Google uses a ranking factor called QDF (query deserves freshness) that prioritizes news stories based on these types of searches:

  • Current events: timely articles that talk about things happening right now.
  • Regularly recurring events: the latest information about anticipated events.
  • Frequent updates: the most current details surrounding information that changes often.

QDF means that websites that post fresh, updated content can outperform their competitors. Whether it’s an older site that’s maintaining the relevancy of its past posts, or a new page releasing brand new authoritative content, Google rewards sites that remain consistently current.

Updated posts are especially important for healthcare blogs. Research findings, regulations, and new products are constantly changing, and people in this industry want the most up-to-date information. By consistently posting fresh content, you can increase brand awareness, position yourself as an authority in the healthcare supply chain, gain higher Google rankings, and drive more traffic to your site.

How Many Blog Posts Does It Take to Grow Your B2B Healthcare Site’s Web Traffic?

Research shows that organizations that consistently post 16 blog entries each month drive more traffic than those who don’t. While that may be a good starting point, determining the right frequency for your organization depends on several factors. Even if you were to blog every day, it can take time to develop an article that resonates with readers and drives tons of traffic to your site. 

How Often Should You Post on Your Blog? 5 Steps to Know

Here are five steps to determine how many blog posts you should publish to grow B2B traffic in healthcare.

1. Determine Your Marketing Goals 

Know what it is you’re trying to achieve with your blog posts. Identify how you can attract an audience and provide them with a positive experience. Maybe the way to do this is through guest blogs, or video content, or infographics. Find out what’s best for your audience. A plan without clearly defined goals is far less likely to succeed.

2. Assess Your Previously Published Content 

A website that already has some great cornerstone content doesn’t need to post new content as frequently. Take a look at the number of posts you already have on your blog. Of those posts, identify which ones helped you reach major traffic milestones. This will help you find the relationship between the number of blogs and how many visitors they gained. Use this pattern to plan future posts for continued success.

3. Tune In to Your Traffic Channels 

The two most prominent sources for blog content are social media networks and search engine visibility through Google rankings. Social media posts generally last for about a day. For that reason, you can’t rely on a single post to drive ongoing traffic to your site. However, search engine rankings are much more reliable. If you can create evergreen content that gets you on the front page of their listings, you’re more likely to reach more people and drive more traffic to your site.

4. Know Your Audience 

Write with your audience in mind. That means you must know their needs and preferences, like how often they want to hear from you. Some companies who increase their blog post frequency actually see a decline in traffic. Their audience doesn’t want to see so much new content so frequently.

You also need to know what kind of material is the most useful to them. Promotional posts that contain pieces of content like ebooks, webinars, or downloadable resources tend to generate the highest number of leads.

5. Sometimes It Simply Comes Down to Trial and Error 

Once you determine a blog post schedule that you think will work, give it a try. Implement different times of day and days of the week. Try various approaches to the type of content. Remember your plan isn’t set in stone. If you’re not getting the results you’d hoped for, rethink your strategy and try something new. While you want to post frequently to stay front of mind and continue to be viewed as an authority in your field, quantity should never jeopardize quality. 

Drive Traffic with Share Moving Media’s Expert Blog Strategists

A healthcare company that knows its audience and adheres to its marketing goals can create a content strategy that earns high search engine placement and drives traffic to its site. Share Moving Media is a full-service media and content company that provides healthcare suppliers with the tools needed to increase their market share. 

From hospital purchasing to hospital distribution, healthcare companies can benefit from Share Moving Media’s services in developing an effective blog post schedule that meets audience needs. 

If you’re ready to increase visibility and drive traffic to your site, contact us today.