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5 Healthcare Marketing Tools to Consider for 2022

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Artificial intelligence often brings to mind images of robots taking over people’s jobs and running the show. However, that is an outdated representation of what modern technology is capable of, especially in healthcare marketing. Instead of replacing your marketing team, automated healthcare marketing tools come alongside your team and improve their productivity.

Instead of manually performing repetitive tasks or making decisions based on trial and error, you can use automated marketing tools to perform those tasks and gather deeper insights. This frees your marketing team to do what they do best: nurturing leads and creating content.

Learn five of the best marketing tools for healthcare that will take your marketing team into the new age of automated marketing.

Key Takeaways:

  • Healthcare marketing tools manage your data, connect you to leads, and provide important insights.
  • The top all-in-one healthcare marketing tool is HubSpot’s CRM platform.
  • Create stacks using different software tools with the features you need for healthcare marketing.

All-in-One Solution Vs. Stack: Which One Is Better?

Healthcare marketing tools will fall into two categories: all-in-one solutions or stacks. What is the difference, and which one is right for your needs?

All-in-One Solutions

An all-in-one solution is a cost-effective way of getting the most features in one healthcare software solution. In addition, it is much easier to use because you only work with one provider for all your marketing needs like email marketing, social media management, customer support, and project management. You also have more consistency, and fewer compatibility issues as each tool works well with others.

This option is best for short-term marketing goals where you need a convenient and straightforward solution. However, you lack the flexibility to expand with an all-in-one solution and often run into limits on your customization options.

Tool Stacks

A stack is a collection of separate tools you build together to create a customized marketing solution. For example, instead of a tool that performs all your tasks, you can have a different provider for your email marketing versus your social media marketing.

While having a stack takes more work to build and maintain, it gives you the greatest flexibility. With a stack, you can choose the best option for each marketing area and select tools specific to your industry and needs. A stack also grows with your company because you can always add, delete, or switch tools within your stack to ensure you always have the capabilities you need.

What Tools Do You Need for Healthcare Marketing?

Here is a list of marketing tools that you can add to your healthcare marketing stack:

  • Customer Relationship Management (CRM) platform
  • Advertisement Management
  • Social media and content management
  • Search engine optimization tools
  • Lead generation and tracking tools
  • Email marketing tools
  • Data management system
  • Team collaboration tools

Since most tools have overlapping capabilities, you don’t need a separate tool for every marketing feature.

5 Best Healthcare Marketing Tools to Add to Your Stack

Use these five top healthcare marketing tools to build a stack that streamlines your marketing efforts and boosts productivity.

1. HubSpot CRM: Your All-in-One Solution

HubSpot is versatile and easy to use as a healthcare CRM tool covering many of your essential marketing tasks and can build the foundation for your stack. It is more than just a contact management system. It also has social media management, ad management tools, forms for lead generation, and landing pages that increase your conversions.

As you generate leads, HubSpot organizes and tracks the contacts and allows you to connect with your leads through live chat, chatbots, and email. Lead tracking and reports alert you to the best performing marketing efforts.

The Marketing Hub plan costs between $45 to $3,200 a month.

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2. SEMrush: Best SEO and PPC Keyword Research Tool

SEMrush is the best tool for content marketers. Some of its features include:

  • Keyword research
  • Examines your competition
  • Audits your content to find ways to improve your SEO
  • Sees opportunities for link building
  • Gives suggestions for optimizing your content

It supports content creation on blogs, social media, and paid ads to ensure your content gets in front of the right audience and addresses relevant topics.

SEMrush plans cost between $119.95 to $449.95 a month.

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3. MailChimp: Best for Email Marketing

Email marketing still dominates the B2B industry. Be sure to add an email marketing tool to your stack for automating and managing your contacts so you can reach the right people at the right time. MailChimp lets you automate emails and reminders and create customized email lists. In addition, you can create engaging and unique emails with their design tools.

With their audience segmentation tool, you can target your messages toward specific customers. Use the platform to automatically sort your contacts by similar traits or behaviors and send the most relevant emails to each group.

Mailchimp plans range from $11 to $299 a month.

4. Adstream: Best Ad Management

Adstream has unrivaled capabilities for digital asset creation, distribution, and tracking. You can run ad campaigns for digital content, TV commercials, radio, and print from one convenient platform. Use their advanced capabilities to track and measure your results to always stay on top of your marketing progress.

Adstream has a customized pricing plan based on your needs and business size.

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5. Trello: Best Project Management Tool

Collaboration improves your sales and marketing efforts by uniting your teams. It is essential when working in remote or hybrid modes, which are becoming more popular in 2022. Trello is the best project management tool for bringing your teams and employees together and ensuring marketing projects are completed on time and correctly.

Through Trello, you create lists of projects your team needs to do, what employees are currently working on, and what they have completed. Through your dashboard, you assign tasks, communicate with employees, share files, and collaborate to ensure everyone is on the same page.

Trello plans range between $5 to $17.50 a month per user.

Find More Solutions for Your Marketing Stack

Stay on top of the latest trends in marketing platforms and tools to ensure you are always creating timely material and distributing it using the most effective channels for healthcare. Our publications give you updates on the healthcare marketing and sales industry to help you build the best stack for reaching your audience.

Contact us to learn more about our publications and training and upgrade how you perform marketing in 2022.

Why Content Marketing for Distribution is Essential

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Distributors have the unique position of working with a variety of audiences. You want to connect to manufacturers and healthcare facilities that want to purchase your supplies. As a result, content marketing for distribution varies from traditional marketing because of your different goals. However, content marketing is just as effective for you as other B2B businesses.

Learn why content marketing is relevant for distributors and how you can build a winning marketing strategy for distribution.

Key Takeaways:

  • Content marketing will help you stand out from your competition as a trustworthy distributor.
  • Content marketing for distribution requires different strategies depending on whether you are reaching manufacturers or healthcare facilities.
  • Your content will lead your customers through their sales journey with easily accessed information and products.

The Role of Marketing for Distribution

Content marketing for distribution is the online materials you create to promote your distribution services to manufacturers or products to healthcare facilities. It helps you educate your readers, build relationships with your clients, and offer customized solutions to help your clients meet their goals.

Benefits of Having Content Marketing for Distribution

Content marketing for distributors helps you reach more customers by positioning yourself as a valuable asset to your specific audience. Here are three specific ways content marketing benefits distributors.

Stand out from your Competition

Content marketing is your way of shining a light on your company’s best features and solutions. Without content marketing, your business can easily blend in with other distributors and have no differentiating value that will make manufacturers and buyers choose you over your competition.

Generate Quality Leads

Content marketing targets and attracts quality leads that are most likely to turn into conversions. Instead of blindly plastering your business name publicly in hopes that someone will respond, you can use keywords and strategic channel placement tactics to target healthcare facilities most likely to need your product.

Build Trust with your Clients

Manufacturers need to trust that you will sell their products and healthcare workers want to know they can depend on your supplies to save lives. Just telling these customers that you are reliable isn’t enough. They want proof through numbers, testimonials, case studies, and specific benefits.

Your healthcare content marketing is a means for sharing that proof and establishing yourself as an industry leader so that more manufacturers and healthcare facilities will choose you. 

The following survey results show some other benefits of B2B content marketing.

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5 Factors in a Successful Content Marketing Strategy for Distributors

Use these five strategies in your distribution content marketing to successfully reach your audience with relevant content that leads to more clients.

1. Establish Audience Groups

Distributors’ two primary audiences are the manufacturer and the buyer. However, the buyer can have many personas like healthcare facilities, retailers, or end-users, depending on the products.

Your manufacturing audience wants to know you are a reliable distributor who understands the industry and can match their products to their ideal audience. However, retailers, healthcare facilities, and end-users want to know about the product and its unique benefit to them.

2. Create Niche Content

Half of B2B content marketers focus on building brand awareness and interest in their products through niche content. This step is essential for attracting leads that will turn into conversions that bring in revenue.

What content should distributors include in their digital marketing strategies?

Your content should offer valuable insights about your products, help buyers and manufacturers improve their supply chain strategies, and build trust with your clients. When you create thought leadership content, you establish yourself as a knowledgeable and trustworthy expert in the industry.

The following video will explore specific types of effective B2B content and the return you can expect from using those strategies in your company.

3. Streamline the Purchase Process

Businesses complete 56% of the purchase process before contacting your sales team. They do this through research, benefits comparisons, and building a list of requirements before reaching out to distributors. If you wait to pass on information once you connect with clients, you miss out on nearly two-thirds of their sales journey.

Instead, you can help your customers choose their best options by posting relevant information that leads them through the purchase process with easily accessible contact information, product details, and distribution options. By streamlining the purchase process, you remain in control over what information they read and can help them decide faster.

Connecting to your customers throughout their journey also opens more doors for upselling and cross-selling because you can offer solutions earlier in their buying process.

4. Offer an Omnichannel Experience

To stay competitive in a saturated content market, 58% of businesses will use at least three different marketing channels to promote their content, often repurposing content across channels. Distributors can use the same platforms as other B2B content marketers, including:

  • Blogs
  • Social media
  • Email campaigns
  • Podcasts
  • Videos
  • eBooks
  • Whitepages

Below are the top five content marketing channels today.

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5. Network through Your Content

Throughout this discussion on content marketing, trust has come up several times because it is a crucial part of healthcare sales. One way to establish trust is through third-party approval like testimonials and feedback that you can share in your content. However, an underutilized method of building trust is guest posting.

When a healthcare manufacturer is looking for a distributor, they might start their research by asking their network of other manufacturers for recommendations. The same applies to healthcare facilities that need new supplies.

You can get your name in front of more clients by guest posting on reputable channels and current client websites. As a guest post, your content appears more authentic because it has the support of an authority figure your clients already trust.

Invest in Your Distribution Marketing Strategy

Are you looking to boost your content marketing strategy to reach more clients?

Share Moving Media shares news and information about healthcare distribution that keeps you informed about the latest trends in the industry. In addition, our Repertoire Magazine is the only publication for healthcare distribution and provides valuable insights you can use to create content that converts.

Contact us to learn more about our publications and educational materials to help you create high-quality marketing content. 

10 Key Content Marketing Insights for Healthcare Suppliers and Manufacturer in 2022

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Staying ahead of today’s trends will help you address your audience’s challenges as they occur. Your content is one of the most powerful tools for accomplishing this. Thankfully you don’t have to guess what those trends will be because experts have already shared some of the most valuable content marketing insights for healthcare manufacturers and other B2B companies.

Today we will look at the most relevant insights from experts for healthcare content marketing in 2022.

Key Takeaways:

  • Content marketing is vital for addressing your audience’s pain points and building trust. 
  • In 2022, your audience will be looking for a more diverse content experience.
  • Data is still foundational to your content marketing strategy.

Why is Content Marketing Insights Important for Healthcare?

About 50% of B2B marketing content is focused on creating brand awareness and interest. That means your content shouldn’t be a lengthy sales pitch. Instead, it should be empathetic and authentically connect with healthcare workers.

However, healthcare is changing very quickly, affecting how facilities connect to distributors and manufacturers. As their needs change, your content should also shift to continue to meet their new needs.

You can use content marketing insights to:

  • Understand your audience and their needs
  • Connect to healthcare facilities using the most effective channels
  • Remain relevant in 2022 through innovative strategies
  • Make more accurate budget forecasts for resource allocation

10 Content Marketing Insights for Healthcare Suppliers and Manufacturers

The Content Marketing Institute (CMI) provides annual reports and predictions about content marketing by consulting the leaders in the industry. Here are the ten most significant insights healthcare manufacturers can use to improve their healthcare content marketing strategy in 2022 based on the advice of over 100 content marketing experts.

1. Connect to Your Audience

Make 2022 the year you ditch your transactional mentality. Instead, exchange it for a relationship-building focus. One report showed 87% of B2B marketers today prioritize their audience’s needs over their sales message.

Your content is a way to connect in unique ways with your audience to include them in your marketing process. For example, consider using a live stream to let your customers ask questions about your company or products.

2. Use Data to Build your Content

Data should be the building blocks of your healthcare marketing guidelines. The internet is filled with valuable data on your customers and their typical behavior, such as common searches, pain points, needs, and more. Your content team should use that data to create content based on actual numbers instead of guessing what healthcare facilities want.

3. Stay on Top of Trends

B2B marketing doesn’t have to be stiff and formal – you and your audience are both humans. That’s why you shouldn’t be afraid to use current trends to help promote your business and products. Consider sharing memes, using filters, and embracing social media campaigns to mix fun trends with your professional content.

4. Keep Your Content Empathetic

Today healthcare workers face more challenges than in the past and require a higher level of empathy. Your content can be a safe space for them by showing you recognize their struggles and feel for their situation instead of only focusing on your brand and agenda.

5. Create a Multimedia Experience

Content marketing isn’t just about what you write on your website. It’s also videos, podcasts, and pictures that create a multimedia experience. CMI reported that nearly a third of consumers prefer video over other content formats.

Here are some ways you can use video as a healthcare manufacturer.

  • Educate healthcare facilities about your devices and products
  • Connect to your audience through unique insights about your business 
  • Solve customer pain points 

6. Make Yourself Stand Out

As of 2022, there are 1.18 billion websites globally. Additionally, the average consumer sees between 6,000 and 10,000 ads daily. What makes your content different?

You have to work even harder in 2022 to stand out because of higher competition. You can’t just create content that is visible. Instead, you have to create memorable content that makes your audience want more.

7. Streamline Your Content Creation

Today’s technology can make your content marketing more manageable by streamlining your processes and organizing your ideas. Most businesses share new content one to four times a week. You can handle this schedule if you plan your content using automated post scheduling tools, share your content between platforms, and refresh old posts so that your content stays relevant.

8. Stay Flexible

The past two years have taught us that the world can change overnight. What you planned for at the start of the year won’t necessarily be relevant halfway through that same year. That’s why your content marketing strategy should stay flexible.

Be ready to change and grow depending on how healthcare changes throughout 2022 – especially considering the impact of COVID-19, new technology, and new healthcare challenges.

9. Budget for Quality Content

Most marketers recommend you designate 25% to 30% of your marketing budget to content marketing. That budget will allow you to create healthcare content that converts.

For example, you will want to budget for a quality content writer. Content marketing requires industry-specific knowledge of keywords, writing styles, formatting, and research to make it stand out and appear in people’s search queries. Or you can outsource your content creation to Share Moving Media, an organization that can not only help you create an omni channel approach but also create it in context.

10. Focus on Top of the Funnel Content

The ultimate goal of your content is to convert your audience. That’s why you should always have a call to action at the end of each blog post, video, or social media post to encourage your viewers to take immediate action before they lose interest.

However, not everyone is ready to take that action. Most people who read your content are top of the funnel leads. That’s why most of your content should focus on those readers instead of the smaller percentage ready to buy. Consider connecting to those other leads in other ways.

Create an Effective Content Marketing Strategy

Are you ready to create quality and valuable content for your healthcare supply business?

You shouldn’t settle with content that blends in with your competitors. Instead, take your content marketing strategy into the new age of technology and authentic customer interactions using the latest healthcare marketing insights.

Contact our team of trained healthcare content creators.

For more information on how we can:

  • Create content
  • Distribute content
  • Keep you on an editorial calendar

Contact Scott Adams at sadams@sharemovingmedia.com

LinkedIn Vs. Facebook for Healthcare: Where Should the Budget Go?

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Social media can turn into a black hole without goals and a strategy to guide your effort. 

You know your medical supply or manufacturing company needs a social media presence. Figuring out where to budget your money, time, and energy is another story. 

For medical supply manufacturers and distributors, weighing the benefits of LinkedIn vs. Facebook for healthcare is a critical part of any successful strategy – but the answer isn’t so obvious even for strict B2Bs.

They’re each so different. Instead, consider your company’s unique audience segments, products, and goals while considering the factors of each platform here.

LinkedIn Vs. Facebook for Reaching Your Healthcare Audience

As of January 2021, 2.8 billion people use Facebook at least monthly. You might not catch decision-makers or end-users in their work zone, but you can still hook their interest with non-promotional content.

Just consider how many healthcare professionals use Facebook on and off the clock. What type of content would they like? Infographics, news stories, relaxation tips perhaps? Consider Facebook’s more casual nature to form an emotional connection.

Of course, if your audience includes any consumer segments, Facebook is also a must-have. Share relevant tips and graphics. 

LinkedIn, meanwhile, only boasts 740 million users with most living outside the United States so really consider the global professional audience potential here: doctors, nurses, hospitals, distributors, manufacturers, logistics, researchers, assistants, and much more.

By LinkedIn’s own account, four of every five users influence decisions at their company. Not only that, but LinkedIn users across the board have twice the buying power of your average internet audience. 

As a healthcare manufacturer or distributor, these facts also make LinkedIn an excellent platform for connecting with influencers to spread your message with relevant content.

LinkedIn Vs. Facebook for Maximizing Healthcare Ad Potential

Both LinkedIn and Facebook offer some of the best targeted ad capabilities of any social media platform. 

LinkedIn excels because it’s already pretty targeted as a professional network. When you want to run ads, you have all the user-friendly tools you need: sponsored content, direct message ads, dynamic ads, and text ads. 

Use LinkedIn’s Campaign Manager to choose your objective, build your ad content and type, and narrow your audience based on over 20 attributes. As a professional platform, LinkedIn’s attributes focus more on firmographics.

Facebook, however, offers roughly the same type of ad capabilities but with more consumer-centric attributes – like pages followed, hobbies, demographics, and interests. 

Don’t let it fool you though: You can also tweak your Facebook audiences for firmographics as well.

Both platforms also offer useful retargeting capabilities. Facebook Pixel lets you analyze lead or customer behavior around the web. LinkedIn, meanwhile, offers Insights for similar potential at a higher cost – along with URL-specific retargeting for those niche landing pages.

LinkedIn Vs. Facebook for Healthcare Specific-Tools

See, here’s where LinkedIn takes over Facebook for healthcare distributors and manufacturers. According to LinkedIn, the platform boasts:

  • 8.6 million practitioners
  • 12 million CXOs
  • 6.2 million physicians, surgeons, dentists, and nurses
  • 3.3 million hospital executives
  • 4.3 million pharmaceutical professionals
  • 600 thousand institutional investors 
  • Healthcare influencers with over 2.4 million combined followers

That’s why LinkedIn specifically created its Healthcare Hub: an all-in-one marketing portal for companies just like yours. 

With the Healthcare Hub for marketers, you can capitalize on key health dates and observances, better understand your unique metrics and ROI, improve your overall customer experience, and develop relevant ad campaigns. 

Facebook offers healthcare groups, pages, and targeting but nothing like this.

LinkedIn Vs. Facebook for Different Types of Communication

Really consider how you want your brand voice to sound across each platform. Spending some time to forge your communication style on each app can go miles towards building genuine connections.

For example, LinkedIn is the perfect place to get employees involved as ambassadors or advocates. On LinkedIn, people who follow your employees are much more likely to be interested in your latest content compared to Facebook.

On Facebook, stick with groups, comment sections, and pages for interacting as your brand with a more casual tone.

LinkedIn Vs. Facebook for Healthcare Account-Based Marketing

LinkedIn is definitely the top-choice for account-based marketing – especially with the Healthcare Hub giving you a playbook full of tools for launching your campaigns with the right metrics and vibe.

But it gets better because LinkedIn also offers a full suite of ABM targeting tools for uploading account lists and leveraging LinkedIn’s first-party account data – the secret sauce for bringing your campaigns to life.

Plus, LinkedIn’s attributes for building targeted campaigns specifically list firmographic details like company size, member schools and interests, skills, job level, job seniority, company name, and more. 

Don’t count Facebook out just yet though. Although the tech giant doesn’t have the same first-party account data as LinkedIn, it does offer basic firmographic targeting for company name, job role, industry, and a few others to nail down a strategy. 

Just consider how you’d use Facebook’s ABM targeting. Read the room: Facebook is more casual so consider networking events, webinars, and other laid-back content.

LinkedIn Vs. Facebook for Healthcare Brand Building

We don’t want to discount Facebook for healthcare branding because the platform does offer extensive tools like brand awareness campaigns, image carousels, video, and even shopping (even if it’s mostly for window shopping).

However, LinkedIn’s Healthcare Hub offers a wide range of tips specifically targeted to the unique branding needs of healthcare manufacturers and distributors. Plus, you can download LinkedIn’s health and wellness observance calendar to run engaging branded campaigns for dates that best relate to your company and audience segments.

Understand the Tools of LinkedIn Vs. Facebook for Healthcare Before Setting Goals

See, it’s not as clear-cut as using LinkedIn for healthcare professionals and Facebook for patients. It takes a little more nuance figuring out who you want to reach and what kind of content they’d like best at each touchpoint. Well, and practicing each platform’s countless tools and features but that’s another story. 

Find out why so many manufacturers and distributors rely on Share Moving Media to propel their visibility online and off by contacting us today!

Increasing Your Market Share with Share Moving Media

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Are you ready to learn how to increase your market share and crush your competition? It all starts with marketing. We’ll take it a step further and say that marketing with the right content is crucial for building a solid foundation – a launchpad for building relationships and winning clients.

At Share Moving Media, our people are passionate about creating and distributing the right content to the right audience at the right time. Our full-service media and content team will create articles, webinars, videos, blog posts, graphics, and other forms of media to help you drum up new business. We also offer live events and educational services to help your team learn and grow in the right direction.

How We Can Help You Increase Your Market Share

Our goal is to help best-in-class medical suppliers – including distributors and manufacturers – gain more share of their market. Explicitly, we help our customers attract new clients by creating intriguing, relevant, engaging, and timely content their audiences are craving.

You can no longer get away with only highlighting the features and benefits of your products and services, then call it a day. Modern consumers need to understand the “why” and “how” behind the “what.”

For example, instead of running through a list of features your product offers, share how it can change your client’s life. Tell them why they can’t live without it. This may sound like a tall order. That’s why we’re here – to create strategic content your clients want to consume.

Why Does Your Business Need Content to Gain Market Share?

It takes time to build trust and turn leads into loyal customers. Content marketing is the perfect solution. It can help you move prospective clients successfully down the sales funnel – through the awareness, consideration, and decision stages. 

Here are three reasons content marketing is a game-changer for manufacturing businesses in the healthcare industry.

1. Gain a deeper understanding of your niche, audience, and competition.

To build an effective content marketing strategy, we’ll research your specific market, target audience, and direct competitors to develop a holistic picture of your organization. We’ll learn what sets you apart and makes you unique. Then we’ll help you market why you’re the best choice, emphasizing your quality services and trustworthy products. We’ll find a way to distinguish your offerings from your competitors’ and help you build your reputation as an industry leader.

2. Engage new and existing prospects, leads, and customers.

Your clients know what they want. Sometimes the best way to find answers to questions your team is asking is to ask the source: your target audience. Sending out surveys, engaging with customers on social media and online forums, communicating via email, and sharing relevant information online and in-person are valuable tactics for driving higher engagement.

Once we’ve identified the best channels for reaching and engaging your ideal consumers, we’ll target them using content they won’t be able to resist.

3. Build trust and earn long-term loyalty.

Providing content for consumers at every level of the sales funnel can help you attract your ideal audience at any point in their buying journey. Connect with prospects just starting their search and nurture them until they’re ready to buy. 

  • Awareness stage: Content at the top of the funnel may include educational videos, magazine articles, and blog posts that attract strangers to your company. 
  • Consideration stage: Content in the middle of the funnel may include ebooks, case studies, and podcasts that further engage users and continue building trust with them.
  • Decision stage: For leads at the bottom of the funnel, you can offer training, webinars, and other resources to prove you’re the best solution to their problem.

You can accomplish all this and more through strategic content production and distribution.

Who Can Benefit from Joining Forces with Us?

We work specifically with manufacturers and distributors in the healthcare world. If you’re a medical supplier selling products to distributors or end-users, we would love to partner with you.

How We Help You Gain Market Share

We’re dedicated to providing our customers with the tools and resources required to increase market share. We can develop unique content to help your business reach prospects at every stage of the buyer’s journey. We’ll help you attract, engage, and delight customers, converting them into long-term brand ambassadors. Here are some options to consider: 

  • Blog posts
  • Magazine articles
  • Online publications 
  • Videos
  • Webinars
  • Online training
  • Podcasts
  • Ebooks
  • Case studies
  • And more

Gain Market Share with Strategic Content

Are you ready to take the next step toward building a highly engaged audience for your business? Share Moving Media would love to partner with you to help you beat your competition and increase your market share. Not only can content help boost your sales and ROI. It can help you gain a loyal client base, become a leader in your field, and maintain success for years into the future.

Contact us to learn more.