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Growth in Ads

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The pandemic impacted many aspects of daily business, including the marketing and advertising industry. During the pandemic, the advertising industry experienced rapid growth, and now that the world is moving forward, and continues to be higher than average.

According to a forecast by Brian Wieser and published on AdWeek.com, the advertising industry in the United States is projected to grow 5% in 2023. Total ad revenue will grow 2.0% to $363 billion in 2023. In 2024, there is an expected surge of 8.1% projected ad revenue growth.

The growth of the ad industry has steadily increased in the past decade due to access to cheap capital that provided “vast sums” of money for companies to use toward advertising pursuits, according to analyst Brian Wieser, media and advertising analyst/consultant.

So, how has the industry changed? And what do those changes mean for the medical supply chain industry? Read on to learn more:

Why did the ad industry expand during the pandemic?

Advertising during the pandemic was unpredictable. During COVID-19 lockdowns, many advertisers took the time to pause and reevaluate their marketing strategies to develop more engaging and creative ads. Now that the world is beginning to normalize post-pandemic, there have been many changes and differences in the primary ways that companies advertise, such as an increase in digital advertisements such as with content on social media, website, podcast, etc.

How popular is digital advertising?

Digital platforms such as social media, YouTube, commerce/retail media, and companies like Apple account for 64% of all advertising. This influence is expected to grow 11% this year in 2023, according to Wieser. Retail media is also on track to grow by 20% in 2023, led by companies such as Amazon.

What does the increase mean for the supply chain industry?

The supply chain industry can greatly benefit from taking advantage of digital advertising in their marketing efforts. Advertising content published on platforms such as online and social media can promote a brand to a wide audience and gain invaluable exposure. For companies in the medical supply chain industry, digital advertising is also beneficial because it can provide a platform to promote a company to hospitals or industry execs.

The advertising industry is expanding and increasing, and that dominance is only expected to grow in the coming years. If your brand could benefit from assistance with creating content for a strong and successful marketing campaign, contact John Pritchard with Share Moving Media at jpritchard@sharemovingmedia.com. SMM has over 30 years of experience advertising within the medical supply chain industry and can help your brand take advantage of the rise of digital advertising through content creation. Contact us today to set up a preliminary meeting session to learn more.

How to Build Brand Trust

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Marketing has a major role to play in the rate of growth of companies within the healthcare industry.  Companies that create successful marketing campaigns have the potential to gain more brand exposure and increase their recognition from influential supply chain executives.

Brand trust within the supply chain industry is a large part of what makes a company stand out and excel at marketing. Brand trust is defined as the confidence and loyalty that customers have in a brand. Customers that have high brand trust believe that a company will deliver on promises conveyed in their marketing efforts. Content creation and marketing campaigns can be a great way to start introducing brand information and positive rhetoric about your company that increases consumer trust in your brand.

Read on for four tips to increase brand trust:

  1. Consistent Content Creation

Content that informs and persuades audiences is very influential in the healthcare industry, as it helps foster continuing brand trust. Highlighting a company’s products and services through content creation, blogs, podcasts, webinars, and other marketing efforts allows potential customers to gain positive exposure to a company. Consistent exposure to a brand’s marketing content also helps solidify a company as a knowledgeable leader in the medical supply chain industry.

  1. Speak to Industry Needs

A successful brand has a knowledge of industry trends, challenges, and solutions. Using their expertise, through marketing a brand can convey to customers that they are the most knowledgeable source to navigate industry challenges. Informative marketing content allows supply chain execs to be more aware of potential solutions to any challenges they may face within the industry that your brand can solve.

  1. Accessibility

Marketing content should be accessible to gain consumer’s trust — meaning that a brand should maintain regular interaction with customers through marketing efforts. This can be achieved through being available to customers, answering any questions, and frequently engaging in interactions with customers over social media, email, etc., according to Entrepreneur.

  1. Transparency

Brands that are honest and transparent with consumers have the potential to gain an industry-wide trust and following. Brands should be open and honest about their strengths, challenges, and outcomes to gain the trust of industry execs. Brands that are honest are oftentimes more likely to have a consistent consumer following than their competitors that omit important information in marketing.

Garnering widespread brand trust can improve marketing outcomes and potentially increase the rate of growth for brands in the medical supply chain industry. If your brand could benefit from assistance with the creation of a marketing campaign that fosters long-term brand trust within the industry, contact John Pritchard at jpritchard@sharemovingmedia.com. Schedule a time to meet today to learn about the steps your brand can take to successfully market and build brand trust within the supply chain industry.

Top Influencers in Healthcare

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The healthcare industry has many facets, from health systems, to hospitals, outpatient centers, the medical supply chain, and more. Influencers can help customers navigate the industry, understand the products they are buying, and make purchasing decisions by experiencing someone using the product firsthand participating in medicine.

So, what is an influencer exactly, and who are the top names in social media influencing the healthcare industry?

An influencer is someone that has the power to impact a consumer’s purchasing decisions and they follow a distinct niche. According to Forbes, influencer marketing is certain individuals conveying marketing messages on behalf of corporations and brands.

Brands request the help of influencers to convey marketing messages and positive brand narratives, while the audience receives tailored, original, and individualized content about a brand.

Below are examples of some of the top influencers in healthcare:

  1. Jennifer Arnold, M.D. (@JenArnoldMD on X, formerly Twitter)

Dr. Jennifer Arnold is a mother, neonatologist, educator, cancer survivor, and medical news contributor for Katie Couric Media (KCM). She tweets about her experience as a mother, physician, and media contributor.

  1. Grace Vinton (@Grace Vinton on LinkedIn)

Grace Vinton is a Healthcare PR Professional, a patient advocate, and a podcast host in the Boston area. She aims to modernize the healthcare industry through giving innovators the platforms to share information about choice care, data, technology, science and research within healthcare.

  1. Matthew Holt (@Matthew Holt on LinkedIn)

Matthew Holt is the founder of The Health Care Blog (THCB) and throughout his career has spent 30 years in healthcare and healthcare IT as a forecaster and strategist. He has conducted ground-breaking studies on many aspects of healthcare and delivered keynote addresses all over the world.

  1. Sanjay Gupta, M.D. (@drsanjaygupta on Instagram)

Dr. Sanjay Gupta is a neurosurgeon, medical correspondent, and author. As a trusted voice for both patients and healthcare professionals, he posts health information, stories, and trends in the healthcare industry.

The world of marketing within the medical distribution industry is increasingly impacted by knowledgeable and impactful influencers. Trusted leaders in the industry can boost brand’s trustworthiness, gain a larger customer base, and encourage customers to further research a brand and potentially make purchasing decisions.

If your brand could benefit from content created by knowledgeable experts within the industry, Share Moving Media can help. SMM has extensive experience navigating marketing efforts in the supply chain industry, and can assist your brand in creating social media posts, podcasts, written content, and more that influences consumers and promotes your brand’s goals. For more information, contact John Pritchard at jpritchard@sharemovingmedia.com.

Impact of Marketing Automation

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As a busy business in the medical supply chain industry, it can feel like you are being stretched thin when focusing on marketing at the same time as other sales and business responsibilities. Fortunately, in today’s increasingly technology-based marketing sphere, there are many ways to organize and automate the planning of marketing campaigns to make the process less daunting.

It is now more possible than ever, due to technological advancements, to integrate new automation systems into a company’s marketing strategy. Automation systems reduce time spent on marketing efforts and improve the outcomes of a business’ outreach techniques. Marketing automation refers to specific software platforms that can assist companies in digitizing and organizing marketing and sales engagement to better generate leads.

Another option that can alleviate the time burden of marketing is outsourcing content generation. Share Moving Media has extensive experience in marketing within the healthcare supply chain industry and can generate content for your business so you can focus more energy on sales tactics.

Both marketing automation and outsourcing can assist brands with achieving their sales goals, generating leads and sales, and optimizing return on marketing investment (ROI).

Read on for three benefits of marketing automation and outsourcing, and how to determine an option that is right for your business:

  1. Determine Business Needs

Outsourcing marketing can help your brand focus its efforts on sales in the medical distribution industry instead of keeping up with marketing content creation, which can be time consuming if executed properly. If your brand’s marketing needs have increased, a software or company that outsources content creation may be the right fit for your company.

  1. Evaluate the Ease to Your Business

How much time does your team currently spend on marketing efforts? How much of the company’s budget is going toward paying the marketing team? Could your company benefit from a cheaper, easier option? Both automation and outsourced content creation can reduce a company’s marketing costs and make it run smoother overall, letting you focus efforts on other business-related responsibilities.

  1. Explore Analytics and Reporting Options

Would your brand benefit from specialized data reporting that tracks the success of your marketing efforts? If so, your brand may benefit from tracking its data in more specialized software or help from an organization that specializes in creating marketing leads.

If your brand would benefit from marketing content that is tailored specifically to promote your brand and that stands out from competitors in the medical distribution industry, Share Moving Media can help. With over 30 years of experience in the medical supply chain industry, we can assist your brand in organizing its marketing goals and creating engaging content. Contact John Pritchard at jpritchard@sharemovingmedia.com to schedule a time to discuss your business’ goals and how together we can best represent those goals through content creation.

OhioHealth, Valley Health System, and UAB Medicine Ranked Among Most Empowering Brands in Healthcare

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Brand perception is an important aspect of sales and marketing success in the healthcare industry. Consumers across health systems and the healthcare supply industry desire to feel good about the decisions they make and know that the brands they are buying from are trustworthy.

Humanism in healthcare entails person-centered customer service, and that each customer is treated with respect and an understanding of their specific needs. Many health systems have found marketing success by highlighting the organization’s customer-focused goals in their campaigns.

In a 2023 study by the marketing agency Monigle, the 25 most humanistic and empowering healthcare brands were evaluated and ranked in a Humanizing Brand Experience Study, according to Becker’s Hospital Review and Monigle. Read on to learn about how three of the top ranked brands market successfully, and how marketers in the healthcare supply chain can emulate aspects of their campaigns in their marketing strategies.

  1. OhioHealth (Columbus, Ohio)

Trust between physicians and patients is part of OhioHealth’s vision statement that reads, “providing exceptional care for all through experiences that earn a lifetime of trust,” according to Sue Jablonski, OhioHealth’s senior vice president and chief marketing and communications officer. Fostering trust in each interaction with a patient makes it more likely they will have a positive experience and continue to choose the brand for treatment needs going forward.

  1. Valley Health System (Ridgewood, NJ)

Valley Health System’s mission is to provide inclusive and respectful care to everyone, including individuals with diverse needs, in the Northern New Jersey and Southern New York Community. Through initiatives such as a social equity council, LGBTQ+- inclusive care, and spiritual care services, Valley Health ensures a humanistic healthcare experience by meeting each customer’s individual needs. The aspect of inclusivity in Valley Health System’s healthcare model resonates with consumer audiences from a variety of backgrounds.

  1. UAB Medicine (Birmingham, AL)

UAB Medicine strives to “make every patient encounter a positive one,” and maintain humanistic care throughout all patient experiences. The health system’s values include “always care, own it, work together, and do right,” which encourages physicians to take accountability, engage in empathetic listening, and do no harm in their practices. Each employee at UAB is encouraged to follow these principles, and as a result, patients experience a high level of humanistic care and continue to return to choose the brand for a variety of needs.

As a healthcare industry supplier, you can learn the best marketing techniques from your most successful customers in the industry. Along with health systems, brands in the healthcare supply industry can greatly benefit from highlighting their commitment to humanistic healthcare.

Companies in the healthcare supply chain industry have the potential to profit from conveying to IDNs and customers that they have personalized, humanistic solutions that can help them deliver on brand promises. Contact John Pritchard at jpritchard@sharemovingmedia.com to set up a time to talk about how your company can better market its values, mission, and goals to increase consumer trust.