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Digital Marketing in Healthcare E-guide: 5 Benefits of the Best Remarketing Campaigns

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Effective marketing strategies require that healthcare organizations focus their marketing budget on surefire methods of converting leads to new sales. Remarketing in healthcare organizations is the answer. 

Healthcare marketing is a way to keep a healthcare facility alive and well. It brings in new patients, keeps old ones coming back. Without it, what would happen? There’d be no influx of customers, and even loyal ones might drop off. 

The fact that 5% of Google searches are medical-related inquiries means that healthcare organizations need to be competitive in their marketing strategies. 

Yet, traditional marketing strategies are not as cost-effective as the latest advertising campaigns known as remarketing. If you are unfamiliar with how remarketing works, check out this digital remarketing in healthcare e-guide. 

What is Remarketing?

Remarketing is an advertising campaign that is better known as retargeting. This term better describes what remarketing is and how it works. 

Remarketing referred to as targeted ads geared towards people who have visited your website, landed on your page through a search engine inquiry, or otherwise engaged with your brand using a digital platform. These targeted ads re-engage with those that visited your site without purchasing or scheduling an appointment on their first visit. 

Remarketing allows brands to reach out via email, through CRM tools, cold-calls, or targeted ads that stream across social media, newsfeeds, and website banners. Nearly 92% of people do not purchase the first time they visit a brand’s site. Therefore, remarketing is a highly effective tool that gives healthcare organizations a chance to reach out to leads and turn them into new patients.   

5 Momentous Benefits of Remarketing in Healthcare

Marketing is an integral part of any business, but healthcare organizations may have a more difficult time attracting potential patients. Ways to improve the marketing strategy and snag new customers include remarketing ads. 

Using data collected through lead scoring systems, medical providers can advertise to specific groups who might be interested in buying products or services from them. Here are a few of the benefits of a remarketing campaign in your healthcare organization.

1. Better Connection to Audience 

Remarketing is a way to maintain your connection with customers even when they are not actively searching for you. Remarketed ads tend to be compelling and top-of-mind, which means that if someone ever makes a purchase from you in the future, there is an increased chance of them seeing one of these ads first.

The best way to get the most out of your marketing campaign is by targeting specific people at certain stages in their buying cycle. Therefore, you are not advertising to just any random site visitor. So, ask yourself which people make the most sense to retarget.  

2. Higher Conversion Rate

Online advertising is all about converting your audience into leads. Remarketing, a tactic used to display ads on sites other than yours, can help you get higher conversion rates by displaying banners even when users are not browsing your site. Ultimately this will build consumer trust and boost sales.

Create engaging content that will keep people coming back for updates on treatments, research breakthroughs, and other helpful resources. A strong content marketing plan generates leads to bolster patient retention rates by delivering tailored information at just the right time to the right audience. 

3. Increased Marketing ROI 

Adding remarketing to your campaign is a smart move for any business, especially in healthcare. The return on investment (ROI) of this type of marketing will depend on how effective your efforts are, but even so, it’s always better than not having one at all. 

Remarketing ads come with less cost per click and conversion rates when compared to traditional SEO campaigns, which means that there’s an increased chance for success if these are used first before anything else. Remember, never run a remarketing campaign unless you have enough traffic coming from other sources as well.

4. Utilizes Multiple Platforms

In many ways, the Internet has made it easier for health systems to reach patients. Campaigns on digital platforms are considerably more economical than advertising in traditional media outlets like TV and radio. Furthermore, nearly 72% of consumers prefer to connect with an organization across multiple platforms.  

There is also a comprehensive variety of tools available, such as Facebook Ads, which can be used by healthcare organizations to finely target their audience based on demographic information or even specific interests indicated through likes and posts. 

5. Most Cost-Effective

The share of global healthcare ad spend on the internet in 2021 has been 45.9% in various mediums. Therefore, remarketing ads are a cost-effective way of targeting people who have previously demonstrated their willingness to utilize healthcare services from your medical office. They have done this by viewing your website content as indicated through Google Analytics. With these targeted prospects more qualified than cold leads, there is no need to spend so much time convincing them with broad marketing tactics.

The leads connecting with your medical office will likely be interested in utilizing your services, saving advertising costs. It doesn’t hurt that remarketed customers are also highly engaged because they had explicitly visited your site before. By combining this technique with contextual targeting, you will ensure an increase in new, loyal patients.

Remarketing for Your Digital Marketing Strategy in Healthcare Services

Defining your target market is the best way to advertise in digital media, especially if you’re doing remarketing. The first step should be to determine whom to target and how to bring them back again. This technique will help with other aspects of the campaign, such as setting up goals to know where members of your target audience live, their age group, and even their income level. 

Define your audience when starting a new type or form of marketing because it helps create a solid foundation before launching any other form of a marketing campaign. Researching your audience allows you to better shape how things go from there!

For more information on the best remarketing campaign strategies, contact us here at Shared Moving Media.

The Top 5 Benefits of Using Healthcare Contract Management

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Contacts are a necessary part of business in every industry. The healthcare industry is no exception. Healthcare contract management software will ensure that medical offices remain compliant with laws that regulate organizational standards. 

Hospitals and healthcare organizations often struggle with managing the agreements necessary for the daily operations of their offices. With 60 to 80% of all transactions within a healthcare organization requiring contracts, finding an automated solution to managing these essential contracts is critical.  

Regulatory compliance is not the only reason to implement contract management software within medical facilities. There are many benefits to this software. Take a moment to learn what healthcare management software is doing to advance healthcare organizations’ workflow processes.  

What is Healthcare Contract Management Software?

Healthcare contract management software automates the lifecycle of medical contracts and agreements. It assists medical providers in complying with data security standards required by law. Manual contract management costs healthcare organizations approximately $157 billion dollars a year. Therefore, it not only mitigates the risk of non-compliance but also decreases the cost of operations for medical providers.

Here are the types of agreements healthcare management software manages:

  • Physician employment agreements
  • Non-physician staff employment agreements
  • Vendor contracts
  • Equipment purchase, lease, and/or sale contracts
  • Pharmacy agreements
  • Real estate contracts
  • Grants and research agreements

Top 5 Benefits of Healthcare Contract Management

While compliance is essential, there are many more benefits to selecting contract management software. There are five principal advantages for medical offices to switch from manual processes to an automated contract management software for healthcare facilities.

1. Agreement Visibility 

Keeping track of the contracts within a healthcare organization is impossible without a centralized location for all of the documents. Digitizing these documents ensures they remain accessible to those who need to view the documents. 

Regardless of whether a medical practice has multiple locations, they can gain access through the portal of the contract management software. Therefore, medical office contracts remain secure. Legal teams and essential stakeholders are also able to access necessary documents.

Also, office administrators can ensure access is granted only to those who should view the document. This feature enables the facility to remain in compliance with the following regulations:

  • HIPAA
  • HITECH
  • False claims
  • JACHO
  • Federal Anti-Kickback Statute
  • Stark I, II, III

2. Customized Notifications

When a deadline passes and a healthcare company misses the opportunity to renegotiate any terms, fines can be imposed on them as prescribed by law. What’s more is that if some element needs to change, but the contract automatically renews because of this missed deadline, then it could lead to unnecessary risks and potential penalties for these healthcare companies.

Missing contract deadlines and not renegotiating company contracts could lead to throwing away money on expensive equipment or services that are no longer needed. In terms of healthcare compliance, if a medical office has a physician agreement with an expiration date for renewing the agreed-upon price, which falls within Stark Law’s window, the company is likely exposing itself to additional risk as well by missing this renegotiation deadline.

Setting up alerts and notifications for contract deadlines means you have enough time to renegotiate terms. Knowing exactly when your agreements expire removes the worry of forgetting when agreement terms are due, which leaves less room for mistakes or missed opportunities. 

3. Contract Responsibility 

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There will inevitably be questions about the content of a contract. Who better to answer these questions than the owner or manager of that particular contract? Contracts Management Software should allow providers to assign one person as an owner and another person manager. This way, they can handle any issues with this specific document through each stage – from creation until it’s time for renewal.

Sometimes it can be challenging to shift through or distinguish if a particular contract is relevant for the department. Healthcare contracts management software should allow medical providers to assign agreements within designated departments and areas so searching will become more defined, especially when there are multiple contracts in various departments.

4. Financial Metrics Tracking 

Keeping track of financial metrics is just as vital to the success of a healthcare facility’s contracts, and it improves departmental efficiency. Understanding the financial metrics of a facility will help ensure that everyone has their needs met. Healthcare Contracts Management Software provides data-driven snapshots about the organizations’ financial standings. 

Keeping track helps each department run smoothly. Also, it provides valuable insight into which vendors may need attention concerning contract compliance. 

Metrics show progressive or regressive performance. Therefore, without these two factors in place, it would be hard for management to know if who is doing well at their job.

5. Detailed Reporting

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Not taking a proactive approach with reporting can lead to several different issues. Industry regulators will want to know that a company is compliant and may put up red flags if they see no systems or processes in place for compliance.

Data-driven organizations know that the most efficient way to operate is by tracking data. Healthcare contract management software offers customizable reporting options. Therefore, medical providers can schedule reports that track any number of measurements on contracts, including compliance with industry regulations and internal use-only items. 

Contract management software gives healthcare companies detailed reporting across all aspects of contract measurement and workflow, from creating new ones at specific times or complying with regulatory requirements constantly changing based upon location.

The Importance of Healthcare Contract Management 

Contract management software is a vital step to take in the healthcare industry. The most heavily regulated industry faces harsh penalties for non-compliance, and it’s crucial to avoid any violations. Implementing contract management software will help keep healthcare companies compliant.

Once medical providers organized all of their contracts in a contract management repository and set up alerts to stay updated on deadlines, the next step is reporting key metrics. Working with risk and compliance departments will help improve transparency into healthcare company’s contracts and demonstrate that they have systems for meeting industry regulations.

For more information about the right healthcare contract management software for you, contact us here Shared Moving Media.

4 Reasons Your B2B Business Should Invest in Niche Publications

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When deciding where you want to spend your marketing money, take the time to investigate which publishing platforms will give you the best return on investment. Marketing through niche publications can be a good way of generating leads and increasing sales — as long as you choose the right magazines to market in.

There are different ways to publish your writing. You can choose traditional print media, or you might want to do it on the computer. But before you decide what type of writing you want, decide whether print or digital is best for you.

Print Media vs. Digital Media: Which is Better for Your B2B Business Marketing Strategy?

When you’re trying to decide how to spend your money, you need to think about whether you want to use traditional print media or digital media.

You can advertise your product in different ways. If you are looking for new people to come to see your product or service, you might want to put up ads around town. Or, if you want more people to join your newsletter, you might buy ad spots on websites or newsletters that have subscribers who would be interested in your product.

When determining where to advertise, take the time and investigate. There are pros and cons with either print or digital media. Choose which is best for your business goals.

Advertising in Print Media

With digital marketing becoming the norm for most marketing strategies, B2B business marketing teams often believe that investing in ads for digital media is the way to go. However, that’s not entirely the case.

Some people think that digital media can be used in B2B marketing, but some well-known industry leaders believe that it is not helpful. For example, Verizon Communications has started to explore the idea of selling assets such as AOL and Yahoo because they haven’t seen the benefits from acquiring these digital media assets.

If digital media is the way of the future, why aren’t businesses seeing the success that predicted some years ago? One of the primary reasons is that consumers still prefer print media sources for brand and service information sources.

While personal recommendations from family and friends and information from review websites still rank as the most trusted sources of information (93% and 91% respectively), printed newspaper and magazine articles (73%) are considered more trustworthy than blogs (65%), social media platforms (51%) and even blatant advertisements (38%).

So, this tells us that print media is far from a dead source when it comes to educating your ideal audience about your products/services. However, it does show that consumers don’t simply want to see a standard advertisement plopped into their favorite magazine, which makes sense considering B2B consumers are driven to make purchasing decisions based on educational content vs. traditional ads.

Advertising in Digital Media

So, if more people trust print ads, is it worth spending your marketing budget on ads in digital media? 

Yes.

It’s no surprise that digital advertising overshadows traditional marketing methods, with research predicting that digital ad expenditure will surpass $172 billion by the end of 2021. Digital media accounted for approximately 48% of all global ad spend in 2020 and is expected to account for 50% by the end of 2021.

The rise in digital media ad spend is no surprise as consumers spend more time online. Between social media advertising and PPC ads, consumers see between 6,000 and 10,000 ads per day. It’s essential to take the time and optimize these ads, so the right audience sees them at the right time.

4 Reasons You Should Invest in Niche Publications as Part of Your Marketing Strategy

Choosing where you are going to spend your advertising budget only begins with deciding between print media and digital media. The next step is determining the placement of your ads, whether they are in print publications or as a paid post somewhere on the internet. Then you’ll also have to decide on the audience you wish to reach, whether it be a broad or very niche audience.

Many companies don’t realize that utilizing niche publications (both print and digital) for advertising can be highly profitable and are unaware of the reasons why niche publications can be more effective for B2B business marketing than mainstream media outlets. Here are four reasons why your B2B marketing team should consider investing in niche publications as part of your ad spend budget:

1. Are More Likely to Be Read by Your Target Audience

To make the most of your ad spend budget, you need to target the right audience. Niche publications are more likely to be read by your target audience than mainstream publications, which means you’ll be reaching the customers you want to reach.

For example, those who read the niche publication, Journal of Healthcare Contracting, are B2B consumers looking for information on healthcare supply chain trends, information regarding distributors and manufacturers in the healthcare industry, etc.

So, if your audience falls within that niche target, then you are more likely to garner the attention of serious individuals looking for a solution to a problem. This kind of targeting results in shorter customer journeys, quicker sales, and improved profits.

2. Offer A Higher Quality of Content Than Other Media Outlets

It is important to note that the content offered by a niche publication is of a higher quality than that of a general publication. This is because the content is tailored to a specific audience, and the writers are more knowledgeable about their subject matter.

When you’re targeting a niche market, niche publications are a great way to get your message to the most likely people interested in what you have to offer.

3. Have Lower Rates for Advertising and Sponsorship Opportunities

Niche publications have lower rates for advertising and sponsorship opportunities because they have a smaller audience. This serves you well if you are a B2B business. Take advantage of niche publications and get a lot more bang for your buck.

4. Provide Better ROI on Marketing Campaigns

The success of any B2B business marketing campaign is usually measured in terms of ROI. The higher the return on investment, the better the campaign. Niche publications can help businesses achieve success in several ways:

●       Help to build brand awareness

●       Attract new customers

●       Create opportunities for product placement

●       Deliver the right message to the right audience

●       Increase sales

Niche publications, again, cater to a very small audience. For example, if you’re in search of new B2B customers for your medical products, then you may benefit substantially from placing a strategic ad in Repertoire Magazine. This publication focuses on following healthcare trends and finding new medical products and services that those in the medical field can utilize in their practices.

They include informative ads that present new products/services to their readers and educate readers why the particular product or service is beneficial.

Print and Digital Media Advertisements Can Be Effective in Niche Publications

When choosing how you maximize your ad spend, you need to consider who your audience is and where they’ll most likely come across your ad. While it may be tempting to spend the money to get your ad seen in a mainstream publication (either print or digital), it’s not going to guarantee your ideal target audience will come across it – even if it’s been optimized properly. That’s why you need to consider placement in a niche publication.

Curious how you can best utilize your ad spend budget by partnering with niche publications? Contact us today for more information.

Maximizing Healthcare Supply Chain Visibility Through Content and Ad Campaigns

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The global digital market is growing relentlessly. Securing consumers and audiences is increasingly tough. Businesses in the healthcare supply chain are not exempt from this. 

As a healthcare supplier, you need to maximize your healthcare supply chain visibility not just by providing high-end products and services, but by marketing medical distributions and medical sales through campaigns that appeal to your customers. 

In this digital era, there are various ways to market your business. Seeing that the healthcare industry expends three trillion dollars per year, it is essential for you to stand out in the competition.

Now and then, a healthcare organization succeeds in providing stellar campaigns that reach its audience. They attribute it to good content and ad campaigns. 

But what exactly are these two components?

Content Campaign vs. Ad Campaign

A well-defined marketing strategy can have positive long-lasting effects on a company, but this includes properly planning and executing content and ad campaigns. 

Healthcare marketing can be tricky, but through these two strategies, you might just start your new campaign. 

Content Campaign               

A content campaign is an aspect of a digital marketing initiative. It is a goal-oriented content strategy that creates and distributes valuable content through blog posts and videos. 

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Alt-Text Infographic showing the content marketing pyramid
Source: Curata.com

It is important to note that a content campaign differs from a content strategy.  A content strategy is an overall plan for all the marketing efforts in a business. Implementing a content campaign without a content strategy will never help you reach your goal. 

A content campaign with a good content strategy can be launched over a period of a few months, depending on its scope.

Blog posts and videos are not the only examples of a content campaign. In fact, the strategy can be as big as creating and maintaining eBooks, webinars, best practices guides, and online tools for a variety of topics such as a lab, the flu,  a diagnostic test, physician office supplies, and more in the healthcare industry.

It is quite easy to develop your content marketing campaign with a solid framework.

Here are a couple of quick steps in formulating your content campaign:

  1. Find Your Goal: It is vital to starting the campaign that you lay down the groundwork for why you are creating it. The key to finding and defining your goal is to make it specific by putting context around the reason.
  2. Identify Your Audience: You must determine whether your audiences are prospects or current customers. Through good research, you can root out the factors that influence your audience’s buying behavior and maintain a connection with them. 
  3. Choose Relevant Topics and Identify Keywords: There are a lot of tools you can use in choosing relevant topics such as Google Alerts and Quora. Identifying keywords that are connected to your chosen topic can help the audience find your content. Keyword clustering can be used in a content campaign by selecting a group of keywords that are all related to the pain point you are addressing. 
  4. Distribute Your Content Campaign: Content is a common resource but when handled creatively and properly, it can be a very powerful part of your marketing strategy. One effective promotion plan that yields results is integrating the PESO (Paid, Earned, Shared, and Owned Media) model in your campaign.

Ad Campaign        

Advertisement campaigns, in its simplest definition, are specifically designed strategies distributed in a form of paid media.  

It is a digital marketing strategy that aims to promote content, increase brand awareness, boost sales, and improve communication within a specific market.

Online ad campaigns are one of the most effective ways for marketers, especially for businesses in the healthcare industry, to expand their reach, find a new audience, and branch out their revenue streams. 

Ad campaigns are part of the digital market strategies, and it is built around the content marketing campaign and strategy. Therefore, the steps for launching your ad campaign are pretty similar to developing a content campaign—except for tweaking designs and communication to appeal to your customers. 

There are a ton of options to launch your online ad campaign on and here are a few of those: 

  1. Pay-per-click Advertising: Pay-per-click Advertising (PPC), also known as Paid Search, is one of the most effective types of online advertising. Search engines such as Google and Bing allow marketers to advertise on the search engine results page (SERPs). PPC works on a bidding system wherein you select target keywords and compete with other marketers to advertise on the SERP. An advantage of this option is that, as the name suggests, you only pay when users click on your advertisement thus giving you a controllable and measurable channel.
  2. Social Media Marketing: Social media sites like Twitter, Facebook, and Instagram are growing by the minute. These sites present a range of opportunities for marketers to reach their target audience efficiently. Advertisers can modify their ad campaigns to fit their required demographics, from age to location, and maximize results. According to B2B marketers, 50% find social media to be a cost-effective option for launching online ad campaigns due to its relatively low price.
  3. Email Marketing: This is one of the most common and oldest elements of online advertising. Marketers engage in email marketing to sometimes launch email-only campaigns that highlight time-sensitive offers or content and in other times for complementing digital marketing channels.

Why You Need Both to Succeed in Healthcare Marketing

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Source: Neil Patel 

Content marketing strategies are at the heart of a good healthcare supply chain. 

Whether you are in group contracting, a medical distribution rep, or a healthcare supplier, the digital world is ever-growing, and understanding content and ad campaigns ensure visibility. 

Content campaigns help you meet your audience in their journey and encourage actions. Ad campaigns help deliver these messages to such an audience and ensure that you are visible to them. 

If you are looking to expand your reach and increase your patient connections, you must implement both campaigns in your content strategy. Moreover, you can also promote significant medical services and enhance the patient experience from valuable content. 

Implement Content and Ad Campaign in Your Healthcare Business 

Behind great healthcare marketing, is a wealth of valuable resources, through content and ad campaigning that connects companies to their audiences. It is essential to keep up with the trends of technology and digital marketing. 

Share Moving Media is dedicated to assisting healthcare suppliers in understanding the marketplace of the healthcare industry.  

Contact us today to know more about implementing content marketing strategies for maximum visibility and results. 

The Marketing Minute Podcast – The Biggest Mistakes You’re Making in Content Marketing with Michael Brenner

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In this episode, John sits down with Michael Brenner, CEO of Marketing Insider Group, to discuss:

  • The Biggest Mistakes You’re Making in Content Marketing
  • Ignoring Your Customers’ Questions (and Needs)
  • Advice on How to Distribute Content Correctly

To read the full blog, Click Here – The Biggest Mistakes You’re Making in Content Marketing

To read Marketing Minute blogs, Click here