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How Marketers Use Audience Sharing to Increase Market Share

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Your marketing team should always strive to find the best methods for spreading brand awareness and marketing your healthcare products. However, the healthcare field is highly competitive, driving marketers to find unique ways to increase their visibility. One highly effective method that many top marketers use is audience sharing.

Today we will look at what audience sharing is and how the best marketers use it to increase their market share.

Key Takeaways:

  • Audience sharing occurs when two marketing channels in a business or two separate brands partner to reach the same audience.
  • You should partner with brands that have the same ideal audience profile but don’t sell similar products to avoid confusing consumers.
  • American Express, Porsche, and Delta are examples of how a successful partnership can increase your market share.

What is Marketing Audience Sharing, and Why Is It Important?

Your audience is the group of consumers most likely to purchase your products or services. Therefore, marketers strive to reach as much of their audience as possible to increase their leads – ultimately boosting their sales.

However, reaching your entire audience to generate leads isn’t easy. In fact, 65% of marketers say that generating traffic and leads is their top challenge.

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What can you do to get your brand in front of your audience to increase your traffic and leads? One strategy some of the top marketers of today use is sharing their audience. This can take two forms.

  • Audience sharing within your brand is when you share your audience list from ad campaigns on Google, Facebook, and other social platforms with other marketing channels within your business. This is ideal for collecting a list of audiences from a specific campaign and using that list for other marketing strategies.
  • Audience sharing through brand partnerships is a way you can share your audience with other brands and vice versa. This occurs when one company promotes the second company to its audience with a similar profile.

We will explore the second example of audience sharing through partnerships and its benefit for companies.

The Benefit of Audience Sharing Through Partnerships

Audience sharing requires two brands to have an overlap in ideal audiences. Therefore, the two companies can offer each other’s audience products and services with value to them. However, they shouldn’t provide overlapping services to avoid sending mixed messages to their audience.

For example, a medical manufacturer’s target audience is hospitals and healthcare. If you were looking for a brand partnership that you can share your audience with that isn’t a competitor, you would look for other brands marketing to the same facilities. For instance, a pharmaceutical manufacturer would do well to partner with a device manufacturer and promote each other’s products to the same audience group of hospitals, combining their audience reach.

Case Studies on the Best-in-Class Marketers

We will look at three audience sharing examples of brands with top marketing strategies that share their audience with other brands through strategic partnerships. As you learn about their practices, consider how you might implement them in your healthcare manufacturing company.

American Express’s Marketing Strategy

American Express is a company that offers luxury credit cards with multiple benefits that encourage their customers to purchase from their partners. For example, they provide cashback or discounts for travelers that use their cards at participating hotels, restaurants, and car rental agencies.

One of American Express’s most notable partnerships is with Amazon. Through this partnership, they can reach an audience that already had plans to spend money at this top retailer. Except now those customers can do so while also earning cashback on their purchases by paying with an American Express credit card.

American Express also encourages other brands to partner with them through their Amex Advance program. Amex Advance partners can use American Express data on consumer purchase behavior to predict audience behavior. Brands use that information to make more accurate audience segments based on the behaviors of their shared audience with American Express.

Porsche’s Marketing Strategy

Porsche is another master at marketing with high-performance sports cars and luxury vehicles that appeal to a high-end market. In addition, they partner with multiple sporting competitions and other luxury brands to expand their audience through partner deals and discounts.

One of their most recent partnerships is with TAG Heuer. Together they’ve created a watch that aligns their brands and encourages their audiences to explore the other brand.

The chart below shows their market share growth from 2005 until 2022, giving you a clearer picture of how well their tactics worked to increase their audience base and market share.

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Delta’s Marketing Strategy

Delta – a top airline company – uses strategic marketing processes and partnerships to maintain a broad audience base and a significant market share. For example, Delta has a marketing partnership with American Express and Porsche through their SkyMiles program.

SkyMiles is a unique credit card from American Express. It gives frequent Delta flyers special perks like extra miles when they use the card for purchases from partner restaurants, hotels, and supermarkets.

Customers then have a chance to work their way up in status. After they reach the Diamond Medallion tier, they have the potential to receive an exclusive invite to Delta’s elite Delta 360 tier, available only for the top flyers. Additionally, Delta uses its partnership with Porsche to offer travelers a taxi service in luxury Porsche vehicles to their connecting flight.

This marketing partnership helps the brands promote each other, especially to luxury consumers within their unique audience groups.

Applying These Case Studies to Healthcare Manufacturers

How can healthcare manufacturers apply these case studies to their specific marketing needs?

GE Healthcare is an excellent example of using strategic marketing partnerships to share audiences. For example, they partnered with Olympian April Ross to run a #DontSkip your mammogram campaign.

Through this partnership, they could leverage her broad consumer audience to simultaneously spread awareness of the importance of mammograms and help promote their lifesaving Senographe Pristina mammography system.

If you are looking for more examples of brand partnerships and collaborations that resulted in audience growth and increased market share, watch the video below.

Increase Your Market Share Through Audience Sharing

American Express, Delta, and Porsche have shown you the value of strategic partnerships for audience sharing. When you implement similar strategies in your marketing processes, you can also increase your market share.

Share Moving Media can helps you develop stronger relationships with your target audience through better communication, training videos, RepConnect, articles, ad campaigns and more! Contact us if you are interested in reaching 95% of the distribution community.

Content Marketing 101 for Medical Equipment Manufacturers

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Content marketing might be a foreign strategy for many medical equipment manufacturers who operate a lean organization with limited resources. However, content marketing for medical equipment manufacturers can take your business goals to the next level with the right development and cross-promotion.

Key Takeaways:

  • Content marketing drives action through engaging, educational, or entertaining content. It is not an ad or sales pitch.
  • Successful content marketing starts with clear goals, strategies, and keyword research.
  • Personalization and evergreen content keep content relevant, while follow-up analytical data measures campaign success and helps you plan for future marketing initiatives.

Why is Content Marketing for Medical Equipment Manufacturers Important?

Content marketing focuses on developing valuable and relevant content for your target audience. In the Content Marketing Institute’s 2021 B2B Content Marketing Report, 79% of B2B marketers reported that their organization now has a content marketing plan in place. Two-thirds of marketers expect their content marketing budget to increase in 2022.

When it comes to a successful strategy, the keyword is value. In a competitive landscape like medical sales, content marketing will highlight your credibility to build brand awareness, foster trust, and increase revenue.

However, it’s important to note that while your content should drive consumer action, the goal is not to push an obvious sale or advertisement. Think of it this way – traditional ads are like in-your-face car salespeople. Content marketing is more like a friendly chat between neighbors. You want to give before you ask for anything in return. The content you publish should be informative, educational, and engaging, and it should end with actionable takeaways. 

5 Best Practices for Content Marketing for Medical Equipment Manufacturers

Whether you develop infographics full of statistics or in-depth educational whitepapers on your industry niche, your content should deliver enough value to persuade your readers to move into your lead funnel. To develop a content marketing strategy for medical equipment manufacturers, consider the following best practices:

  1. Strategize and Set Goals

Before you begin writing any content, you need to develop your content strategy and digital marketing goals. A comprehensive strategy with clear guidelines will not only help you save resources and time, but will also keep you organized. 

The most important part of your strategy revolves around setting goals. Do you want to earn more leads? Boost your search engine optimization efforts (SEO)? Or are you looking to drive more sales?  Start by using the SMART method (specific, measurable, attainable, relevant, and timely) to formulate your content marketing objectives.

Once you establish your goals, you can build your entire marketing roadmap around them to drive more engagement and boost your bottom line. Be sure to set key performance indicators (KPIs) to measure your progress. A marketing calendar will help you stay on schedule and publish content consistently.

  1. Perform Keyword Research

With clearly defined goals at the center of your strategy, you need to complete in-depth content and keyword research to understand your target audience’s preferences. Content research will help you determine:

  • What content formats are the most popular for your niche
  • The topics your audience is most likely to be interested in and share
  • How to develop an ideal piece of content in terms of length, headline type, etc. 

You also need to understand what keywords are relevant to your industry and which long-tail phrases your audience is searching for online. Using the right keywords will boost your SEO efforts and help you rank in the top results, so more people find your content. The higher you rank in search pages, the more traffic and conversions you can capture.

More importantly, long-tail keywords have clear search intent. Targeting the right keyword phrases means more than just increased traffic – it means the right people, such as healthcare distributors and providers in need of medical equipment or information, will find you. 

  1. Develop Evergreen Content

Evergreen content provides ongoing value to your audience and drives long-term traffic to your website for months or even years after publishing. Leveraging this type of valuable content can also boost your inbound links. Popular evergreen content types include:

  • How-to guides
  • Checklists
  • Presentations
  • Case studies
  • White papers
  • Ebooks
  • Podcasts
  • Videos

While evergreen content may take longer to create than a traditional blog post, you won’t have to rewrite it on a bi-weekly schedule to keep it up to date. By developing content that continues to be relevant for a long time, search engines will take note and rank it higher. 

  1. Target Audiences with Personalization

Personalization continues to be an important factor in content marketing. A typical person will see roughly between 6,500 and 11,000 ads a day. With consumers bombarded with digital ads, emails, pop-ups, banners, and blog posts, your content needs to quickly capture their attention to keep them engaged with your brand.

To develop personalized content, consider creating buyer personas for all the different audience types you plan on targeting. You can then start creating content that includes highly personalized and relevant material. 

For example, different age groups will require different tones and topics depending on their needs. If you’re a medical equipment manufacturer focused on targeting a certain geographic area, your content can include localized information.

  1. Use Analytics to Optimize Future Content

While your content marketing strategy may start with trial and error, don’t become discouraged. Analytics not only show you the content that your audience prefers to consume, but it also helps you understand trends that you can optimize. For example, your content analytics will teach you:

  • Which types of content get the most and least traffic
  • How often your content gets social media comments, likes, and shares
  • Content that converted leads
  • Headlines or images that earned the most clicks

If you notice certain content formats or topics perform better than others, you can improve future content based on similar fundamentals to capture more audience engagement. Analytical data helps you and your team improve efficiency, productivity, and decision-making, along with other benefits.

Discover Valuable Content Marketing for Medical Equipment Manufacturers 

The content marketing landscape for medical equipment manufacturers is wide open, with opportunities to grow your company’s bottom line. With the right strategy and optimizations in place, you can develop high-quality, evergreen content that not only captures your prospect’s attention but also turns them into loyal customer advocates.

If you’re ready to develop a winning content marketing strategy, Share Moving Media can help your business succeed. We can help you do a keyword search and put you in one of our content creation programs.

For more information, contact sadams@sharemovingmedia.com

The Crucial Role of Healthcare Distributors in the Healthcare System

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The role of healthcare distributors in the United States cannot be overstated. Without distribution companies like yours, the healthcare system would likely collapse. Distributors have various critical roles within the medical supply chain in the United States.

According to a 2019 study from Deloitte, healthcare distributors handle 92% of pharmaceutical sales that connect over 1,300 manufacturers to more than 180,000 points of dispensation. In addition, the worldwide distribution market was estimated at $810 billion in 2020 and is expected to surpass $1,380 billion by 2030.

Key Takeaways

  • Healthcare distributors help streamline the medical supply process between manufacturers and healthcare providers.
  • Distributors use their logical expertise to properly manage the shelf life and track the data of their medical supplies.
  • Healthcare distributors can use long-term contracts to help manage the costs of medical supplies.
  • Healthcare distributors become even more important during a health crisis.

Healthcare Distributors Are the Missing Link in the Supply Chain

The main goal of any healthcare distributor is to make sure medications and supplies arrive securely at healthcare facilities when medical professionals need them.

There are over 300,000 hospitals and healthcare providers in the United States. Without distributors, medical manufacturers would have to manage deliveries to each provider creating a complicated, cumbersome delivery network.

For those unfamiliar with the medical supply chain, they may assume that hospitals and pharmacies get their supplies directly from the manufacturer. However, medical distributors are like grocery stores. Instead of having to visit a butcher, a dairy farmer, and a baker to get your groceries, you can get everything you need at the same place. The same applies to healthcare distributors. Hospitals can get all the medical supplies and medications they need from just a few distributors instead of thousands of manufacturers.

Distributors are a critical link in the supply chain that helps streamline the supply process. Healthcare facilities rely on distributors to keep costs down and make the supply chain more efficient. Distributors can order supplies in bulk from manufacturers and store these supplies until healthcare facilities need them.

5 Things Healthcare Distributors Do to Deliver Logistical Expertise

As a healthcare distributor, you offer logistical expertise that most medical facilities are not equipped to deal with on their own. Distributors have five key benefits that make them invaluable to the healthcare industry.

1. Provide Space to Store Medical Supplies 

Healthcare systems require a lot of medical supplies. While hospitals and other facilities may have storage rooms, most do not have the space necessary to store large quantities of long-term supplies. They need to use their space to focus on patient care instead of storing supplies. As a medical distributor, you have the space needed to store bulk supplies and quickly fulfill new orders.

2. Manage Quality and Recalls  

As a distributor, you take pride in ensuring your medical supplies comply with FDA regulations and are vetted for quality. This is a time-intensive process that health providers cannot do. They need to spend their time focused on patients. 

When product recalls occur, your company has the expertise required to precisely track and manage these events. You work closely with your customers, so they know what to expect during the recall process including whether or not a replacement product is available.

3. Monitor Product Shelf Life 

Most medical supplies have a limited shelf life and need to be stored in a specific way. Your distribution company is an expert in managing product rotations and expirations. You have the staff required to monitor your supplies on a full-time basis. Most healthcare providers would need to invest in more staff if they wanted to do this themselves.

4. Track Data 

While healthcare providers are experts in taking care of health needs, your company is an expert in tracking and analyzing data. As you track your medical supplies, you know when it is time to order more to eliminate any possible bottlenecks in the supply chain. Data analytics can also help keep costs under control as you plan certain purchases for certain times of the year.

5. Keep Pricing Stable

By giving healthcare providers multi-year contract options that lock in prices, distributors can form longer-lasting relationships with providers. This can help keep costs under control and keep services and supplies more predictable. Distributors should also be up-front with their customers about any price changes due to shipping difficulties or other circumstances.

Role of Healthcare Distributors During Health Emergencies

The COVID-19 pandemic highlighted some of the problems within the medical supply chain and showed how important medical distributors really are to the overall healthcare industry. Distributors are a key part in helping governments and other organizations manage a health crisis. 

Here are some of the ways healthcare distributors can offer services and safeguards during disasters:

  • Sourcing alternative products in the event of shortages.
  • Vetting new suppliers and products for quality.
  • Faster delivery to critical zones.
  • Alternate delivery routes during natural disasters or weather-related incidents.
  • Sequestering specific supplies for customer use during a pandemic.

A recent example of distributors filling this crucial role is during the early rollout of the COVID-19 vaccine. The vaccines and the necessary supplies to deliver them were in high demand. Distributors worked with government agencies to deliver these lifesaving supplies as efficiently as possible to where they were needed the most.

To learn even more about the details of how medical distributors responded to the pandemic, watch this interview with Matt DiLoreto, Vice President of State Government Affairs for the Healthcare Distributor Alliance.

Share Moving Media Can Help You Emphasize Your Irreplaceable Role

You know how important your role as a healthcare distributor is. To broaden your customer base, you need to share your successes. Share Moving Media can help with that. 

We are experts in helping medical manufacturers and distributors like you with custom omnichannel marketing materials. Not only can we help you reach your customers through digital outlets, but through print publications as well.

Want to learn more about our marketing process? Give us a call or email us today to get started.

5 Things Healthcare Manufacturers Can Learn from BMW, Ritz Carlton and Rolex

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Medical device reprocessing is not a new concept, but the popularity of recycling is increasing as companies both in and out of healthcare become more eco-conscious. Innovative businesses that use device reprocessing include BMW, Ritz Carlton, and Rolex.

In this article, we will look at five things healthcare manufacturers can learn about medical device reprocessing from these three businesses.

Key Takeaways:

  • Medical device reprocessing is an eco-friendly way of reusing reusable and single-use devices.
  • Johnson & Johnson is already employing reprocessing systems in its manufacturing practices.
  • BMW, Ritz Carlton, and Rolex offer more profound insights into how reprocessing looks in action for organizations that want to reduce waste.

Types of Medical Device Reprocessing

Medical device reprocessing is the industrial process medical equipment undergoes so that facilities can use them again. Reprocessing has two different meanings in healthcare depending on whether you are working with a reusable device or a single-use device.

  • Reusable Device Reprocessing is the strict cleaning and treatment practices technicians use to sterilize medical equipment and prepare it for future use.
  • Single-Use Device Reprocessing is the recycling of used devices to create parts for new equipment.

Medical Device Reprocessing Example

Johnson & Johnson is leading the way in medical device reprocessing. They offer reprocessing services for both their machines and equipment from other manufacturers. Medical device reprocessing for single-use devices saved an estimated $8.6 million. They also kept around 281 thousand pounds of regulated medical waste out of landfills.

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What Other Industries are Teaching Manufacturers about Reprocessing

Here are some other examples of item reprocessing, based on practices by BMW, Ritz Carlton, and Rolex.

BMW Implements a Circular Economy

BMW recently unveiled its new plans for creating a more sustainable future. Their targets include:

  • Lowering CO2 emissions
  • Consistent implementation of circular economy

Circular economy refers to planning products by following a circular pattern. The circle includes the planning, designing, production, and end of life of the product. They want to increase the number of secondary materials they use in manufacturing to as high as 50% through reprocessing. They have also partnered with recycling organizations to help them keep plastics out of landfills.

They also created RE: BMW CIRCULAR LAB. This communication and experience platform helps educate and spread awareness about the benefits of a circular economy. They post regular news updates and host workshops where consumers can be part of the solution.

Ritz Carlton Furnishes Hotels with Recycled Materials

The Ritz-Carlton revolutionized the hospitality industry with strategies that reduce waste through innovative recycling practices. They have dozens of processes in place that help their hotels run more sustainably. Here is a look at some of Ritz-Carlton’s recycling practices.

  • Kept 3,900 tons of debris out of landfill by recycling more than 80% of hotel construction
  • Furnished their rooms with products made from recycled leather
  • Developed suits from recycled plastic bottles for some departmental uniforms
  • Printed information on post-consumer waste recycled paper
  • Built meeting room tables from recycled aluminum
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Rolex Remakes Watches from Recycled Products

Rolex watches represent more than just a timepiece that lasts a lifetime. They are also an organization founded in the belief that we should devote our lives towards making the world a better place – which they support through their Rolex Awards for innovative pioneers. 

They also support environmental efforts through their reprocessing practices. The company created a sustainable product life cycle that reprocesses materials from their watches at the end of the product’s lifespan. The company accepts old watches from consumers who no longer want it or can no longer use it. 

In their facilities, the staff retrieves any usable part of the watch, such as its Bezel, bracelet, and mechanical components. These parts are refurbished for use in lower-end models. In addition, the staff will meltdown other metal parts to reform new watches.

5 Key Strategies for Medical Device Reprocessing from BMW, Ritz Carlton, and Rolex

Here are five takeaways for healthcare manufacturers from the previous examples about reprocessing.

1. Plan the Full Lifecycle of Your Devices

You can create a circular economy in healthcare by looking beyond how to create products. Instead, build a plan that follows the device through your healthcare supply chain and to the end of its life, including a sustainable disposal method.

2. Educate Consumers about Sustainable Practices

Sustainable living is a global issue and requires worldwide participation. You can help spread awareness by educating healthcare professionals about more sustainable practices, including reprocessing in their facilities. 

One way of encouraging eco-friendly practices is by hosting events that give healthcare workers and distributors a close-up view of the medical device recycling process and a chance to ask any questions. In addition, these events are a way to build trust with your distributors and clients.

3. Refurbish Used Products

Healthcare manufacturers can refurbish both one-use and reusable items to decrease their waste. However, recycling one-use items still requires adherence to a Nationally Recognized Testing Laboratory’s (NRTL) code to ensure the equipment is safe and fully working before you sell it as a new product. When studying the regulations for reprocessing medical devices, you should pay special attention to instruments you cannot refurbish due to health risks.

4. Create New Products

Sometimes you can’t refurbish a product because it is beyond repair or unsafe to do so. Unfortunately, this is the case for many one-use plastic products. Instead, you can use those products to create new parts or donate them to a manufacturer that produces non-medical equipment with recycled parts.

5. Offer Recycling Services

Rolex and Johnson & Johnson both showed how their facilities also offered recycling services. These services increase the chances of your customers recycling their devices because they don’t have to search for a facility that accepts used medical equipment. In addition, in both businesses, they took products from other manufacturers, which benefits them as they receive additional recyclable materials. It also helps the earth by reducing landfill waste.

Help Improve the Environment Starting with Your Business

You can be a voice for the environment by supporting worldwide organizational efforts to reduce waste through reprocessing. Your manufacturing company can begin implementing some of the strategies you learned today and educate your clients about proper medical device disposal through your online content.

 Contact us to learn about our content services and how we can help you spread the word about the benefits of medical device reprocessing.

Social Media for Medical Manufacturers: What You Never Thought Would Work

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Social media for medical manufacturers is a strategic way to network with healthcare facilities since nearly every hospital in the U.S. has a social account. In addition, social media is also a way to extend your reach beyond the major players in healthcare, as 223 million people in the U.S. have a social media account.

This many social media users also means there is greater competition to stand out online. That’s why we are bringing you five strategies you never thought would work to reach your audience on social media.

Key Takeaways:

  • Social media connects you personally with your target audience.
  • LinkedIn is the most popular professional B2B social media platform.
  • Quality content, personal interactions, and creative media help raise brand awareness.

Benefits of Social Media for Medical Manufacturers

Social media is your opportunity to build brand awareness and engage with your audience more personally than other marketing techniques. With relationship selling on the rise, about 70% of B2B customers expect a personalized experience.

In addition to personal interaction, here are a few other actions you can do through your medical manufacturing social media account.

  • Network with medical professionals
  • Learn about your target audience
  • Engage with your customers
  • Build a relatable and personal brand
  • Find prospective customers
  • Establish yourself as a leader in your industry

Nearly half of medical professionals are choosing to allocate more of their marketing budget to social media because of these benefits and more.

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Challenges of Social Media for Medical Manufacturers

The healthcare industry has more challenges than some other businesses face on social media due to the sensitivity of their field. Knowing these challenges helps you avoid common social media mistakes that reflect poorly on your brand.

  • Avoid associating your content and opinions with a specific healthcare facility or the medical industry.
  • Avoid sensitive or offensive topics.
  • Check your content for quality to avoid spreading false information.
  • Don’t make medical statements that readers might accept as an official doctor diagnosis.
  • Avoid breaking HIPAA violations by sharing images, stories, and medical histories of customers.

Best Medical Manufacturer Social Media Platforms

Before you begin your social media strategies, you need to find the best sites to reach your target audience. Here are a few of the most popular social media platforms for medical manufacturers.

LinkedIn for Medical Manufacturers

About 82% of B2B marketers see their most significant success through LinkedIn. Out of the nearly 800 members on the platform, 6.2 million are physicians, surgeons, dentists, and nurses, and another 3.3 million are hospital executives.

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Facebook for Medical Manufacturers

Facebook is the most popular social media platform in the world, with 2.89 billion users in October 2021. It is ideal for striking up conversations, joining groups, connecting with friends, and posting written and video content.

YouTube for Medical Manufacturers

According to the same report, YouTube follows close behind Facebook with 2.29 billion users. In addition, it allows you to create long-form content, which is ideal for promoting products in more detail than some of the shorter video platforms like TikTok.

Twitter for Medical Manufacturers

Twitter isn’t nearly as popular as other social media platforms, having only 300 million users. However, it’s still a dominant B2B platform that allows companies to share news fast. Today nearly 87% of B2B marketers use Twitter.

5 Social Media Strategies for Medical Manufacturers

Here are five ways you can use social media as a medical manufacturer.

1. Join Relevant Groups and Events

Joining medical groups and attending virtual healthcare events connects you to other healthcare professionals. Additionally, you can gain reputability in your groups through mentions by the group leader, tags in posts, and participation in discussions that establish you as an industry expert.

You can also join in site-wide discussions by using hashtags. Here are some common hashtags used on various social media sites.

  • #HCSM (healthcare social media)
  • #Healthcareworkers
  • #Healthcare
  • #Patientexperience
  • #Medtech
  • #Healthcareinnovation

Another way businesses use hashtags is by participating in social trends and completing challenges that help them gain visibility. For example, one of the most notable social media challenges in healthcare was the 2014 ALS Ice Bucket Challenge. It significantly increased funding of ALS-related research from the NIH. Many celebrities, public figures, and businesses continue to do the challenge today.

2. Follow Other Medical Leaders

As you meet new people through your groups and discussions, be sure to follow them. Your content will appear on their feed and increase your reach. You also improve your chances of your followers sharing that content which opens the door to making new connections.

3. Be Real on your Profile

Don’t be afraid to be human on your website, even though you are a business and not an individual. People respond more to faces and personal stories than images of buildings and logos. You might even consider sharing pictures of your staff enjoying themselves at a Christmas party or interacting with a client (with the client’s permission).

4. Share Visual Media

Your social media content will be more engaging if you use different media types like images and videos.

One of the latest trends on social media is using live streams. It gives the user a more authentic feel than a professionally edited picture or video. Live streams also open the door for interactions with your viewers. For instance, a live stream might be an opportunity to introduce new medical equipment and have a Q&A session with prospective clients.

5. Educate Your Followers

Your followers aren’t interested in wasting their time on social media fluff. Instead, they want quality content that educates them. When you add value to your content, you increase the chances of your followers sharing your posts with their network.

If you have a blog on your website (which you should), then your blog posts are ideal content to share across your social media platforms. You may even want to consider creating companion videos on the same topic to reach your YouTube audience.

Add Social Media to Your Healthcare Marketing Strategy

Are you ready to start your journey on social media?

We have regular blogs posts, training courses, and a team of experts ready to help you succeed.

Contact us to learn more about the best practices for social media for medical manufacturers.