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How to Optimize Healthcare Marketing Copy for Conversions

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Conversion marketing is the practice of optimizing content to get visitors on your site to “convert” into customers or take another desired action. In our modern, connected world, this is a crucial step to drawing in new customers and seeing your business improve.

In the medical industry, healthcare marketing copy needs to be carefully crafted to draw in the right audience.

This guide will take you through a few steps you can take to encourage your prospective customers to take action.

Key Takeaways

  • Healthcare marketing copy should use clear CTAs that direct customers to act.
  • Medical suppliers need strong, streamlined websites that will work as a foundation for optimized copy.
  • Businesses need to see their conversion funnel from the customer’s perspective.

5 Steps to Optimize Healthcare Marketing Copy and Increase Conversions

You need your marketing copy to be streamlined and customer focused. Whether your customers are interacting with your website, social media accounts, or even paper marketing materials, you want your copy to be user-friendly and optimized.

These 5 steps will take you through the basics of optimizing your marketing copy.

1. Understand the Basics of Conversion Marketing 

Conversion marketing is a large topic. Unbounce features over 100 words in its Conversion Marketing Glossary. We are going to touch on a few of the most important terms.

  • Call to Action (CTA): This is crucial to conversion. This is where you ask your audience to do something, whether that is contacting you, entering their email, or making a purchase.
  • Conversion Funnel: This term refers to the path a customer takes from their first interaction with your brand until they react to your CTA. Many marketing experts talk about shortening the funnel or making it more streamlined.
  • Conversion Rate: This is the percentage of people who enter the conversion funnel and end up converting at the end. For example, if 100 people read a blog post and 15 people fill out your CTA contact form at the end, your conversion rate is 15%.
  • Decision Fatigue: Decision fatigue is the negative psychological reaction to having too many choices. If you give your prospects too many options, it can backfire. Have one goal with one call to action for each piece of marketing copy.

2. Prompt Conversions with Words and Design

If you want your healthcare marketing copy to be effective, you need to convince your prospective customers to respond to your CTA. One of the most important techniques for increasing conversions is using action words. These are simple words that tell your customers exactly what you want them to do:

  • Contact us.
  • Subscribe to our newsletter.
  • Schedule an appointment.
  • Follow us on social media.

Along with clear action words,you need to have a simplified design in your marketing copy. Your materials should be clean and uncluttered. This makes it easier for your potential customers to navigate your site. Another tip is to create a large, prominent CTA button with a simple message. You want to avoid causing decision fatigue with too many requests in a small space.

Look at this CTA that HubSpot uses at the top of its site. This CTA is “sticky” and follows you as you scroll down the page.

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3. Build a Conversion Infrastructure 

You can have the best marketing copy in the world, but if you don’t have a good place to put it, it won’t do anything for you. To see increases in conversions rates, you must have an optimized infrastructure that is designed for your customers.

The foundation of your marketing infrastructure is your website. You need an optimized design that will encourage visitors to click through multiple pages and learn more about what your company has to offer. Break down cluttered pages into standalone pages that focus on a single topic and include a prominent CTA on each page.

Another way to convert customers is through social media. You can share engaging content on various channels to reach potential customers and start conversions that lead back to your website.

4. Test Your Marketing

You have set up a beautiful new website, and crafted optimized content, but you are still not getting the conversions you want. When you hit roadblocks like this, you need to test your marketing strategies. Some of the most common conversion variables to test include the CTA buttons, images, and the copy.

Conversion marketing testing is usually one of the following types:

  • A/B Testing: In A/B testing, two versions of the same content are compared against each other. Half of your audience sees the original version, while the other half sees an alternative. After a specific amount of time or a certain number of visitors, you compare the conversion rates. These tests are usually done by changing one variable, such as the position of a CTA or the CTA wording.
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  • Multivariate Testing: With a multivariate test, you change multiple elements at the same time – change the color of the CTA, the position, and the phrasing. Again, part of your audience will see the new version, while the rest will see the original. Multivariate tests can yield good results, but they do require more traffic.
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5. Work Through Conversion from a Customer’s Perspective

To ensure you are reaching the right audience, you need to see your marketing copy from a customer’s perspective. For example, Dr. Smith works for a major hospital. She is part of the purchasing committee and is working on sourcing a new piece of equipment that your company sells. Imagine yourself in her position and try to see your website from her perspective.

  • Is there a clean, streamlined landing page?
  • Are the menus simple to navigate?
  • Is there a prominent search box?
  • Where is the CTA placed?

As you work through these questions, try to find and smooth out any potential pain points in your conversion funnel. 

This video from SEMrush covers some of these tips along with a few more your company can try.

Optimize Your Healthcare Marketing Copy with Share Moving Media

With optimized marketing copy in the healthcare industry, you should see increased traffic to your site and improved conversions rates. If your company is struggling to get there on your own, Share Moving Media can help.We specialize in helping medical suppliers attract new customers with compelling and relevant content.

If you are ready for a boost in your healthcare marketing copy, Share Moving Media is here to serve you. Contact us today to get started.

Top Marketing Challenges for Medical Suppliers

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Today, we’re addressing some of the top marketing challenges for medical suppliers based on a recent survey that touched on content creation, marketing spend, essential resources, and success metrics.

Marketers today have so many options for growth strategies that it can be challenging to know where to begin. And the healthcare supply industry is no exception. Sometimes we can struggle to identify the best methods for reaching our audience effectively. Other times we face bandwidth or budget limitations that can cut us off at the knees.

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As a distributor or manufacturer in the healthcare space, your target audience may include IDN supply chain leaders, GPOs, and distribution representatives, among others. Keep reading to learn some expert tips on meeting your clients where they are and providing what they need when they need it.

Quick Takeaways:

  • Content marketers commonly struggle with content creation, finding subject matter experts, keeping an editorial calendar, and the content approval process.
  • To achieve your sales goals, you should start blogging, utilize email marketing, and take advantage of LinkedIn.
  • If you want to boost engagement online and win new clients, start sharing educational case studies, personalize communication and marketing, and engage on digital channels consistently.
  • Having enough bandwidth on your marketing team and setting clear expectations are critical factors for success.

Top 5 Marketing Challenges for Healthcare Manufacturers and Distributors

Below, we’ve identified the top marketing challenges in our recent survey, which was conducted primarily by healthcare product manufacturers.

1. Creating Content

When it comes to content creation, we found that marketers struggle most with the actual creation process. They also have difficulty finding subject matter experts, keeping an editorial calendar, and with the approval process.

Creating quality content that speaks directly to your target audience requires strategy. It’s essential to build a collection of content that reaches prospects at every stage of the buyer’s journey. To create authentic content that does its job, you need content creators and strategists that understand your industry, digital marketing, and core values.

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You can either hire and train an in-house content creator (or multiple, depending on the size of your business) or outsource your content needs to an experienced agency.

2. Achieving Sales Targets

Achieving sales targets was the top metric for proving market success for survey participants. So we’ve compiled a short list of winning strategies to help you boost sales in your business.

  • Start blogging: By prioritizing blogging, you can see up to 13x the ROI of companies that don’t.
  • Utilize email marketing: You can nurture leads, track KPIs, and create engaging campaigns to see an ROI of $42 for every buck you spend.
  • Take advantage of LinkedIn: As a top B2B social media platform, LinkedIn is a brilliant place to create connections, convert leads, and engage customers. You can reach your target audience through paid advertising and organic outreach.

3. Getting Clicks, Impressions, and Downloads

Your audience is busy. No doubt about that. So how can you reach and engage with them genuinely and naturally – without feeling salesy or pushy?

Your audience needs what you have to offer. Doctors’ offices and hospitals can’t function without supplies and equipment. You don’t need to sell them on that point. However, you do need to stand out from all the other medical suppliers vying for their attention.

To boost engagement and get more clicks, impressions, downloads, leads, and sales, follow these tips:

  • Share interesting case studies containing educational content for your clients or their patients.
  • Personalize messages and use storytelling to boost engagement.
  • Create buyer personas for your target consumers to better understand who they are, where they spend time, and how to engage them effectively.
  • Reach your audience by engaging consistently on social media channels and running online promotions.
  • Be the go-to source of information for research about your offerings and questions your audience is asking.

4. Having the Bandwidth for All Necessary Marketing Roles

Lack of sufficient bandwidth can be a big hurdle in marketing. Without the talent and workforce to successfully execute strategies and reach your goals and objectives, your initiatives will fail. Many marketers these days are either stretched too thin or required to wear too many hats.

To set your team up for success, you need to set realistic expectations that you can meet using your current resources. You may need to reevaluate your team dynamic. Or it may be time to hire more marketing experts or outsource specific roles to a full-service marketing team.

Here are some other quick tips to consider:

  • Ensure your marketing and sales goals align.
  • Focus on marketing tactics that have proven successful, and let go of others that are draining your team’s time and energy. 
  • Break down massive, intimidating campaigns into small actionable steps.
  • Learn new tools and technology to make processes more manageable and efficient.
  • Continue learning and growing together as a team.

5. Having Clear Expectations

Setting clear expectations is another prominent challenge marketers across all industries face. To get all team members on the same page so everyone can move forward in the same direction at the same speed, follow these pointers:

  • Define and clearly articulate your expectations. Ensure everyone understands them or asks clarifying questions if they don’t.
  • Where have you not set expectations that you need to? You may need to identify problem areas and make some changes.
  • Make sure you explain the “why” behind your expectations. This will help you build trust with your team by confiding in them. It can also hold everyone more accountable.
  • Document your expectations and share them with your team. If anyone has reservations, they can share them. Once everyone is on board, they can sign the document and revisit it as needed.

Tactical Marketing for Medical Suppliers

Share Moving Media is a leading publishing and content production company that proudly partners with manufacturers and distributors in the medical field. We would love to help you grow your audience, crush the competition, and win new customers for your business.

Contact us today to learn more.

The Definitive Guide to Medical Equipment Procurement and Planning

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As a medical supplier, you are primarily concerned with selling your items. On the other side of the equation are the group purchasing organizations (GPOs) and purchasing departments in hospitals.

To improve your sales, you need to understand what hospitals and GPOs expect from the medical equipment procurement process – a process that can take months or even years to complete in some cases.

With this guide, you can gain a new perspective on the medical sales cycle and learn how to make your sales process easier and more beneficial for your customers.

Key Takeaways

  • The medical sales cycle is a complex process that requires careful negotiating through all the steps to close a sale.
  • Medical suppliers need to get to know key influencers in the medical procurement process to understand the needs of potential customers.
  • Sales representatives should provide clear and complete information throughout the medical sales cycle.

Medical Sales Cycle Overview

Medical equipment procurement can also be called the medical sales cycle. It can be a long process. However, it is something that hospitals and suppliers want to get right. Carevoyance breaks down this cycle into nine steps:

  • Documenting the customer journey
  • Identifying target customers
  • Locating key decision makers
  • Discovering your prospects’ goals
  • Raising awareness of your products’ benefits
  • Building trust with prospects
  • Presenting solutions
  • Following up with next-step goals
  • Closing a sale

Who Is Involved in Medical Equipment Procurement?

There are numerous decision makers involved in the buying process for any hospital. Usually, one of the most important people in this process is a hospital purchasing agent. It is this person’s job to make sure a hospital has all the supplies, equipment, and tools it needs to deliver the best patient care. They also want to get the goods they need at the best possible price. 

Here are some of the most common responsibilities for a hospital purchasing agent:

  • Negotiating contracts
  • Administering contracts with medical suppliers
  • Finalizing sales
  • Monitoring shipments of goods
  • Analyzing data to maintain budget limits

As a medical supply company, you should be familiar with hospital purchasing agents, their goals, and how you can help them reach those goals. One important thing to remember for everyone involved in procurement is that all outcomes should be focused on improving patient care. 

Creating an Effective Sales Strategy for Medical Equipment Procurement

To master the hospital procurement process, you need an organized plan that will get you through every step of the sales cycle. These five stages can help you create an effective strategy that will make it easier to navigate through the complex medical sales world.

1. Get to Know Key Opinion Leaders

When selling medical equipment to a hospital, you will want to get to know some of its key opinion leaders (KOL). These are people with major influence in the hospital and could include the medical director, hospital purchasing agent, hospital executives, or even researchers. 

These people may also be part of a larger Value Analysis Committee (VAC), whose primary responsibility is overseeing the procurement process, especially of major hospital equipment.

Once you have established a connection, you can talk to your contacts about their needs and goals. This will help you understand what kind of solutions you can offer them.

2. Present Pertinent Research and Data

Collect all necessary data and research regarding the equipment and supplies you plan to present to the VAC or hospital purchasing agent. This could include studies, FDA information, MSDS documents, and product literature. Having all of this information on hand can help make it easier to close a potential sale.

By the time you reach this point in the sales cycle, the purchasing team likely already knows a lot about your product. According to a 2019 study by Gartner, many B2B buyers want suppliers to act more as an “information connector” to help organize the vast amounts of information in an easy-to-understand way. 

The study also indicated that providing information that is designed to help buyers make progress in their purchase decision will have the biggest impact on sales. It is three times as likely to lead to a “high-value, low-regret” sale.

3. Be a Thorough Negotiator 

While hospitals care about the cost of medical suppliers, the lowest price is not always the best deal. When negotiating with VACs, make sure all of your bidding information is complete. Offer them more than just the lowest price. Tell them how your product or solution can help reduce their costs and how it will affect patients and hospital staff.

Be prepared to answer tough questions about your competition and how your pricing may differ from theirs. If your cost is higher, defend your pricing by emphasizing the value and other fundamental values of your products. 

This YouTube video offers practical negotiation tips you can use when working through the procurement process.

4. Offer a Trial Phase 

Depending on the product you are selling, some hospitals may feel more comfortable proceeding with a sale if they can test the product first. You can offer a discount during the trial to encourage hospital staff to try the product.

Make sure you thoroughly outline the parameters of the trial including how long it will last and any limitations. Communicate frequently during this time so you can answer any questions and continue to emphasize the product’s capabilities.

5. Maintain Honesty Throughout the Process 

Honesty is a key trait in any successful sales representative. There may be times when you might not want to share specific information. However, by always delivering complete and truthful information, purchasing groups will respect you, even if you do not complete the sale. This could lead to sales in the future.

By using these strategies whenever you start a relationship with a potential customer, you can quickly become an expert in the complexities of medical equipment procurement.

Avoid Roadblocks in Procurement Planning

Because medical procurement is such an intensive process, you want to recognize and/or remove any potential roadblocks as quickly as possible. This could be as simple as making sure the technology in your products is compatible with the computer systems in your contact hospital. 

You do not want to be further down the sales funnel before realizing your solution is not compatible with their technology. The key to doing this is continual communication through every step of the process.

Share Moving Media Can Help You Improve Your Sales Potential in the Medical Sales Cycle

Even with a complete understanding of the medical equipment sales process, it can still feel like you are not making any progress. If you need a boost in finding new customers, Share Moving Media can help. We specialize in helping medical suppliers reach their target audience through a range of media sources and marketing strategies.

If you are ready to increase your profitability in the medical equipment procurement process, contact us today to get started!

5 Topics Every Healthcare Sales Training Program Should Include

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Healthcare sales is far more complex than most other fields of sales. Due to the additional obstacles involved, it also requires additional training.

Unfortunately, 26% of healthcare sales representatives say their training has been insufficient.

On average, investing in well-trained and successful sales representatives costs $1,459 per trainee. However, that cost is worth the investment. Healthcare companies that make that investment see their revenue increase by 95%.

Most comprehensive sales training programs last ten weeks. To make the most of that money and time, here are five topics you should cover in your healthcare sales training program to maximize your return on investment.

Key Takeaways:

  • Training is essential because smarter sales lead to more sales.
  • Healthcare sales training is more specific than regular sales training.
  • Effective healthcare sales training requires both sales and medical knowledge.

5 Crucial Topics for Effective Healthcare Sales Training Programs

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Healthcare sales training programs are different from regular sales training programs because of the unique courses specific to the medical industry. However, sales training programs can lay the groundwork for healthcare sales.

How to Sell 101

The first course to any effective medical sales training program is learning the basics of sales. An excellent foundational sales course will include:

  • Understanding customers and their needs
  • Generating and contacting leads
  • Learning your products
  • Creating achievable goals
  • Using tools and apps to simplify the process

These topics teach a sales representative the entire process of making a sale, from finding potential buyers to selling the product. It also teaches finalizing a sale and filing the necessary paperwork.

On average, a person interacts or sees a product seven times before buying the item. These are called touches. A good sales representative cuts down on touches by maximizing each interaction to answer the buyer’s questions, address their concerns, and solve their pain points.

Business Basics

Sales representatives tend to focus on meeting their quotas. However, businesses-minded sales reps consider their whole company. This more comprehensive view influences their entire sales technique.

Business knowledge sets sales leaders apart from regular sales reps. 

Knowing how businesses function also helps reps solve potential issues. For example, a sales rep may see a dip in customers in terms of lost commission. In contrast, someone with business savvy could identify more significant business problems behind the lower customer numbers.

Someone who understands businesses also understands that making a sale isn’t the end goal. If a sales rep focuses on selling a product as the primary target, they will do whatever is necessary to make a deal. However, if you want to build a strong business, your end goal is creating a positive experience and lasting customers through meaningful interactions and strong sales tactics.

People Skills and Customer Relations

A good sales rep is also a good people person. They know how to strike up a conversation and listen to a customer’s needs. After all, selling a product is all about meeting those needs.

A good sales training program will teach people how to develop relationships that turn into returning customers.

Medical sales training courses will be different from regular sales courses when it comes to customer relations. Medical professionals often have very little time to listen to long sales pitches. Making an impression in half the time is key to reaching your market. Physicians and healthcare providers are also highly educated and won’t fall easily for a hyped-up sales pitch.

A healthcare sales rep needs to learn how to approach medical professionals with respect, time sensitivity, and intelligence – leveraging statistics and facts to back up each claim.

Medical Industry Terminology

Good healthcare sales reps understand more than just their market. They also understand their products. Medical equipment and products are essential for saving lives and preventing infection. If a sales rep can’t guarantee its quality and features, they won’t be able to sell their product.

When a sales rep interacts with medical personnel, they should understand all related medical terms in order to offer intelligent responses to any questions posed. Then, they need to understand the ins and outs of how their product functions in the medical field, so that they can explain just why their product is better than the competition.

Obstacles and Pain Points in Medical Sales

All sales come with their challenges. However, knowing what these challenges are beforehand can help a sales rep navigate around them.

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One main obstacle in medical and healthcare sales is the need to offer quick, intelligent sales pitches. Doctors and healthcare professionals need to know why your product is better through facts, figures, and statistics, provided in a fast sales pitch that respects the busy schedule of healthcare providers.

The second obstacle sellers will face is proving the reliability of the product. Healthcare providers won’t be willing to perform trials and errors with most of their equipment and supplies. People’s lives are at stake, so they feel most comfortable using products and equipment with guaranteed reliability.

To make that sale, a sales rep needs to understand the pain points of healthcare providers – meaning, the typical issues that healthcare providers face. Here are four common healthcare pain points:

  • Dissatisfied customers
  • Medical lawsuits
  • Losing employees
  • Doctor and nurse burnout

Now, show how your product solves some or all pain points. This technique positions your product as an essential part of any healthcare facility.

Invest in Healthcare Sales Training Programs for Your Reps

Healthcare sales is a rewarding field, as you have the chance to be part of saving people’s lives by offering the best supplies and equipment to medical facilities and healthcare providers. However, becoming a leader in healthcare sales will not happen overnight.

If you want to succeed in your healthcare sales, take a comprehensive healthcare training course that offers these five topics.

Begin your training through one of Share Moving Media’s educational programs specifically for healthcare sales representatives.

5 Ways TikTok is Changing Healthcare Marketing

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TikTok has nearly 700 million active monthly users around the globe. It’s also the most downloaded app today, ahead of Facebook and Instagram. TikTok isn’t just for individual users, either. B2B and B2C brands are also making a splash on the platform, taking advantage of the vast marketing and selling potential. 

TikTok isn’t just a social media app. It’s a community where people feel they belong and can inspire others simply by being themselves. As a business, you can create a kind of engagement you can’t elsewhere. Connect with people on a more authentic level – one that makes them laugh, cry, or learn something incredibly valuable.

The emerging social media app presents exciting opportunities for many industries, including healthcare. So how do you incorporate TikTok into your healthcare marketing strategy? Keep reading to find out.

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Quick Takeaways:

  • With 700 million monthly active users, TikTok presents exciting opportunities for healthcare organizations.
  • With social media, you can tap into industry trends, impact people’s perspectives, educate consumers, and build trust.
  • The primary demographic on TikTok – Generation Z – prioritizes finding the truth, individual expression, and creativity.
  • TikTok can help your business inspire people in unconventional ways, build connections through humor and interacting one on one, and advertise to increase your reach and expand your audience.

Why Use TikTok for Healthcare Marketing?

TikTok allows users to be free, creative, and goofy. It encourages out-of-the-box thinking and prioritizes trends. It can amplify the voices of individuals and businesses to get significant, funny, or meaningful messages out to hundreds, thousands, or even millions of people. The platform’s primary demographic is Gen Z – those born in 1996 and later.

According to McKinsey & Company, members of Gen Z are anchored in a single element: their search for truth. They value individual expression, authenticity, and diversity. TikTok creates a space that allows users to be themselves in a unique way. 

“So what does all this have to do with healthcare? How can my business benefit from using the app?” We’re glad you asked. Here are a few reasons to start “TikTok-ing” before your competitors beat you to the punch.

  • Tap into a trendy marketplace with younger users who will soon become decision-makers, clients, and healthcare patients. 
  • Impact young opinions, and offer essential perspectives about hot topics in the healthcare space.
  • Show the world “a day in the life.” 
  • Offer insider tips, and dispel common medical and healthcare myths.
  • Educate people by sharing valuable content.
  • Show a different side to the healthcare industry to break down stereotypes.
  • Build trust by being 100% honest, relatable, raw, and genuine in your interactions.

5 Ways to Invest in Healthcare Marketing on TikTok

Ready to learn how healthcare-related organizations should consider investing in TikTok to share authentic and creative video-based content? Here are five ways TikTok is changing healthcare marketing and how you can get in on it as soon as possible.

1. Inspire People in Unconventional Ways

Like we already mentioned, TikTok users celebrate uniqueness and being yourself. You can have fun on this channel and use it as an outlet for creative expression. Create short, simple videos using the tools the app provides.

Also follow proven techniques to optimize your videos and increase your chances of going viral. But don’t become paralyzed by overthinking the process. Posting a short video sharing some encouraging words, giving your audience a quick boost of positivity, or sharing an inspiring story can go a long way in healthcare marketing.

Check out NurseHadley, who loves to share stories and advice that resonate with her listeners.

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2. Make Them Laugh

Adding humor to your videos can instantly ease tension and make users more open-minded about what you have to say. You can make learning fun, educating your audience in creative and memorable ways. You can even present an important or serious topic in a safe and comfortable way by making people laugh in the process.

3. Interact with Users to Build Relationships 

After posting consistently, you should begin attracting followers interested in your brand, perspective, and advice. You’ll start building a community on TikTok that you can engage with. Remember to be genuine, honest, and transparent when sharing and responding.

Spend time engaging your audience and replying to comments and questions to show you genuinely value their opinions and feedback. This can help you build a strong reputation and set your business up for future success.

4. Become an Influencer

Healthcare brands have the authority to become influencers on TikTok. Sharing helpful information and advice while paying attention to trends can help you increase your influence and reach. Create content that resonates with people, and prove that you’re an expert in your industry. 

You can become a trusted resource with strong influence while simultaneously humanizing professionals in your industry. NurseBlake does a great job of humanizing nurses and sharing his personal perspective (while also making people laugh).

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5. Advertise for Discoverability and Growth

“Don’t make ads. Make TikToks.” – TikTok For Business

Like other social media platforms, you can target TikTok users in different phases of the sales funnel: awareness, consideration, and decision. Set up an ad account, and create a campaign with the parameters that meet your marketing objectives. 

Here are some of the types of ads you can run on TikTok to market, sell, or get discovered by your target audience:

  • In-feed ads
  • Top View ads
  • Branded Effects ads
  • Brand Takeover ads
  • Branded Hashtag ads

TikTok Marketing for Healthcare Suppliers

Ready for your brand to stand out and change marketing norms for your industry? As a medical supplier, you can leverage social media to connect with younger generations like Millennials and Gen Zers. Sharing original content and running ads, influencer campaigns, and hashtag challenges can help you crush your competition. 

If you work in the medical field as a distributor or manufacturer and you’re ready to adopt a killer marketing strategy, Share Moving Media would love to partner with you. We can help you target and grow your ideal audience and win new clients for your business. Contact us to get started.