The internet has changed the face of healthcare management. Now that people can do their own medical research online, they’re empowered to make more informed, proactive decisions about their healthcare. As a result, healthcare suppliers must work harder to set themselves apart from the competition.
From hospital distribution to medical sales, healthcare marketing is a must in gaining brand awareness, building a loyal following, and increasing revenue. Trade magazine marketing in healthcare can be a highly effective tool in a brand’s development strategy. You’re able to use a reputable source to target an audience who could be interested in your products or services.
But trade magazine editors aren’t all-knowing. While they can do some basic research, they don’t know everything about every brand. You’ll have to supply them with the information they need to promote your services, attract your audience’s attention, and help you stand out from the competition.
What Makes Trade Magazines an Effective Healthcare Marketing Tool?
People who want to gain industry insights into the latest trends and products rely on trade publications to keep them updated. These magazines are continually evolving to meet readers’ needs, sharing information that resonates based on the feedback members provide through trade forums and workshops.
Trade magazines can be an effective healthcare marketing tool because:
- They have a long shelf life. Many people collect trade magazines and businesses leave them on lobby tables for future reading. By publishing information about your company in a trade publication, you not only reach people right away when the magazines are first distributed. You can reach even more people in your industry days, weeks, and even months later.
- They introduce readers to companies and individuals who are leaders in healthcare. Through articles, ads, interviews, and research findings, trade magazines help companies build a relationship with a targeted audience. You can position yourself as an authority in your field, creating opportunities for customer loyalty and increased traffic to your pipeline.
- They offer more than publications. They provide virtual networking opportunities, online forums, downloadable resources, and libraries of content. They’re an invaluable resource to industry professionals and can help boost brand awareness and drive sales.
What Should Trade Magazine Editors Know About Your Brand?
You’re not the only healthcare supplier trying to reach people through your industry trade publication. Lots of other companies will take out ads, provide interviews, and contribute content to the same magazine in which you want to appear. So why should prospects pay attention to you?
Customers are always looking for a solution to a problem. Let your editor know what your brand can do that others can’t. Share information that makes your organization unique. Here are four things editors should know about your business to maximize this brand awareness opportunity.
1. Your Story
Nothing is more uniquely you than your company’s story. How did your business get into this industry? What motivates you to be the best at what you do? When people better understand who you are as an organization, it gives them a chance to make a connection with you. Transparency builds trust, and people tend to do business with companies they trust.
In addition to sharing information about your background, use this opportunity to highlight things about your business that are unusual in the industry. Tell about any state-of-the-art techniques you use. Discuss your values or mission statement. Promote your lower rates or faster shipping times. Whatever it is that you can do differently or better than others in your industry will give you a competitive advantage.
2. Your Archetype
Part of your individuality is your brand’s archetype, a recognizable way people can relate to your organization’s personality. Maybe you’re the visionary, the likable company next door, or the hero. Whatever it is, your archetype can help shape your brand’s story. It can stir emotions within your audience, help you to resonate with potential customers, and leave a lasting impression.
Archetypes make your brand more identifiable and memorable. They help set a level of expectation for what kind of experience prospects can anticipate from your brand. Archetypes help you stand out in a sea of competitors. They’re invaluable to building authentic connections with your audience that lead to loyal customers and increased sales.
3. Your Market Research
Market research is another way to show how your company stands out from the competition and adds value to your industry. In healthcare, confidence is essential to sales. People want to know the products they’re buying are tested, trusted, safe, and effective. If your company has conducted medical research, share those findings.
Not only does this position you as a knowledgeable resource in your field. It shows that your brand makes educated, informed decisions. You’re proactive about ensuring that your products meet quality standards, and you’re willing to educate others in your industry. All of this solidifies your position as a healthcare leader and useful resource that benefits your trade as a whole.
4. Reviews from Brand Ambassadors
The involvement of stakeholders can be highly influential when educating people about your brand. From group purchasing networks to physicians, people are undoubtedly satisfied with your products and services and willing to share their reviews of your business. These first-hand accounts and experiences are likely to impact the purchase decisions of others.
Be sure to include reviews from brand ambassadors especially when they’re from a known individual or company. If someone is already trusted and respected in the industry and recommends your business, it lends authenticity to the review and credibility to your brand.
Tell Share Moving Media About Your Brand
Trade magazine editors want their publications to contain meaningful information that brings value to readers. By giving them important information about your brand, you help them craft useful articles that provide valuable resources to their readers while promoting your business.
A full-service content company, Share Moving Media creates and distributes quality content like articles and publications for the healthcare industry. We know the right questions to ask to learn what makes your brand different from others and help you reach a wider audience and grow your business.
To learn more about how to generate brand awareness through trade publications, contact us today.