Share Moving Media

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.

9 Terms Every Medical Sales Rep Should Understand

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Acting as middlemen or bridges, medical sales representatives eliminate the communication gap between medical suppliers and healthcare professionals.

However, this critical role can negatively impact any medical supplier’s sales performance if their representatives do not use proper lingo common to the industry. A crucial part of every medical sales training is learning correct terminology.

Even seasoned reps should keep their knowledge up to date since the healthcare industry is constantly evolving.

A recent study from Markets and Markets revealed that the global market size of the Internet of Things (IoT) would grow from $72.5 billion in 2020 to $188.2 billion by 2025. And with a CAGR or Compound Annual Growth Rate of 21%, expect to see an emergence of new medical terminologies.

Your sales rep’s understanding of new healthcare jargon exhibits credibility to customers, helping establish your company as an authority in the field.

Terminologies Important to Medical Sales Training

Every salesperson needs to have strong negotiation and presentation skills to increase their chances of closing a sale. An excellent communication skill – using proper terminologies – is what binds these two abilities together. Even if you’re running a healthcare content marketing campaign, you should know what terms to use to connect with your audience.

What separates a medical sales rep from a regular salesperson is their industry knowledge, which includes terms specific to healthcare. Here are some terminologies that every salesperson should understand to sell better in this industry:

1. Bundled Payments

With the shift to value-based care, fee-for-service (FFS) payment models are becoming obsolete. Bundled payments make settlements to providers and healthcare facilities easier for patients. Organizations and individual practitioners now have greater accountability for both clinical and cost outcomes.

Bundled payments are single fixed payments that healthcare facilities charge patients or insurers. It is the overall price for the services provided, including treatments and diagnosis over an episode of care. An “episode of care” indicates the care delivered within a definite period or for a specific condition. For instance, a provider receives one payment for the entire knee replacement episode of care.

2. Population Health Management

Population health management is another result of the value-based care model. It’s a holistic approach to improving the health of a group of individuals based on a specific demographic. Some groupings include people with a predetermined health system, individuals sharing the same geographic area, or people with a particular disease.

Information gathered from population health management can help identify patient care gaps in specific areas. Its value to medical sales reps and suppliers lies in proactively allocating medical equipment that providers will recommend to their patients.

3. Predictive Analytics

Predictive analytics enables healthcare providers to be prospective instead of retrospective when approaching a patient’s health. It helps optimize outcomes based on recommendations of the best course of action using multiple “what-if” scenarios.

By helping identify which of their patients are at risk, hospitals can proactively use resources such as medical equipment or medication delivery. Predictive analytics can also enhance hospital operations with better equipment provision.

4. Medical Device Connectivity 

Responsible for transferring data between medical devices, medical device connectivity helps eliminate the need for manual data. As a result, providers can give a better and up-to-date diagnosis because of the frequency of data updates from a patient monitor.

Connectivity may be either wired or wireless. The latter provides uninterrupted data transfer even when the patient is in transit. A wired setup, on the other hand, is more stable and is best for static environments.

5. Digital Health

Any usage of digital technologies to improve the physical and psychological well-being of populations can mean digital health. It also refers to any enhancements to the quality and outcome of healthcare using the same advancements. Digital health can also improve computational technologies and smart devices to help healthcare professionals manage their patient’s conditions better.

Wearable tracking devices are an excellent example of how healthcare providers use digital health to monitor sleep patterns or calorie consumption. Furthermore, about 45% of Americans today have experience using digital health products such as fitness trackers and mobile health apps.

6. Micro-Hospital

Small inpatient facilities that usually have eight to 15 beds for observation or short-term use are micro-hospitals. They operate 24/7 and provide emergency care together with laboratory and pharmacy services.

Compared to freestanding emergency departments (EDs), micro-hospitals leave smaller financial footprints. This type of facility provides healthcare services to areas where locals do not need full-scale hospitals. As such, micro-hospitals are usually within 18 to 20 miles of a major hospital.

7. Medical Robots

Medical robots have various uses in the healthcare industry. They are instrumental in surgery, telemedicine, sanitation, and transportation of lab specimens. The growing reliance on surgical robots helps cut down the waiting list for surgeries. Surgeons are still 100% in control of the robot, but the machine’s precision helps reduce the operation time significantly.

8. 3D Printing

Consumer products are not the only ones that benefit from 3D printing. The most widespread use of 3D printing in healthcare today is with the on-demand fabrication of medical devices.

The benefits of using this technology include personalized and customized treatment to patients and consistent availability of medical devices and supplies. A healthcare 3D printer can have various uses such as:

  • Developing models for surgical planning
  • Creating anatomical models for education and training purposes
  • Creating custom prosthetics, implants, or surgical instruments
  • Manufacturing anatomical models for use in pre-clinical validation and verification

3D printing reduces the time and expenses spent in the operating room since physicians can prepare better for surgeries. For instance, a printed bone replica that matches the patient’s bone structure can dramatically reduce surgery time. It can also reduce recovery time, leading to lower medical bills.

9. Telemedicine

Telemedicine helps remove restrictions on location, helping health providers to render better patient care even if they are not on-site. Doctors use it to conduct medical treatments and consultations remotely. Through the use of the internet, satellite, or telephone, telemedicine can provide medical assistance almost the same way as on-site care.

Improve Your Medical Sales Performance with the Right Words

Rapid technology advancements in the healthcare industry are causing the emergence of new terms. Successful medical sales reps are those who are always in the know about the latest trends. By bringing themselves up to speed on new vocabularies, they can connect with their clients better and provide relevant recommendations.

Marketing in the healthcare industry is not just about terminologies. Contact us, and we’ll boost your medical supply business.

How to Use Customer Feedback to Improve Healthcare Product Marketing

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You are a vital component of the healthcare supply chain.

But if you are not providing what your clients need, you’ll soon be left out of the loop. 

Thankfully, you can prevent that from happening by not only offering high-quality (products) but also by marketing those supplies in a way that appeals to your customers. 

How can you do this? By paying close attention to customer feedback, you receive in your healthcare product marketing campaigns.

Customer Feedback in Healthcare Product Marketing: Just How Important Is It?

Customer feedback is valuable information that you get from customers about whether they like or dislike a product they purchased from you. They can also provide feedback on their customer experience: 

  • While evaluating items on your website
  • At checkout
  • With your customer service team
  • When returning or replacing items

Hearing from your customers is vital to the success of your business in multiple ways. 

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Source: ReveChat.com

Image Alt Text: Most consumers are more likely to invest with a company if the company pays attention to customer feedback to improve their product or the customer experience. 

  • Better products: You sell physician office supplies because you know that doctors (in private practice or a hospital setting) need these products to better serve their patients. You had an idea of what your customer needed before you even sold the product. Once it has sold, however, you can get feedback from your customers that tells you what changes are needed to make the product even better. Take that information and use it! Improve your product. Doing so will impress your customers and encourage them to become loyal to your company. 
  • Better service: Similarly, if the customer experience leaves something to be desired, hearing suggestions about how to improve is immensely helpful. You might learn that your employees need some training in sales and customer service skills. Or they might need some training on the ins and outs of the products you sell. If your sales and customer service teams are as knowledgeable as you are about these things, they will help make the customer journey more enjoyable. 
  • Improved marketing: As was mentioned, you have an idea of your customers’ needs. But customer feedback in healthcare product marketing can help you create marketing content that speaks to their needs. Potential clients who read/watch/listen to your materials will likely feel more understood and appreciate that you have taken the time to comprehend how they feel and what they need.
  • Everyone loves feeling appreciated: Asking for feedback in the first place is a great way to improve customer loyalty. When healthcare suppliers ask for feedback, customers feel appreciated, like their input/opinion/experience is valued. If you make them feel that way, they will be more likely to invest with your company not just now but also long-term. Additionally, customers are now more inclined to choose companies that value customers over profits. A recent survey found that 71% of consumers would lose trust in a brand that puts profits over people. 
  • Improve your reputation: Even companies with good reputations need to work on making sure they retain their good name in the healthcare sales industry. If your reputation could use some improvement, getting feedback from customers will help. You’ll learn where your company or products’ weak points are. You can take steps to answer questions and address unfavorable reviews. Doing so will help you start rebuilding trust with customers and potentially improve your medical sales. 
  • Better decisions: Customer feedback can help your company make better business decisions. You work in a competitive market. Making business decisions based on a guess or a hunch is not a good path to travel. Instead, look at what customers are communicating. Their feedback can help you decide whether you should keep selling a certain product. It can also tell you how you should sell products. For example, more consumers than ever before are making purchases online – and that number is expected to rise. Can customers buy from you online?

The Customer Feedback Loop: How to Use Feedback to Improve Your Marketing Efforts

To fully utilize customer feedback in healthcare marketing, you may find it helpful to incorporate the customer feedback loop. The loop consists of four steps. 

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Source: Survicate.com

Image Alt-Text: The three phases of the customer feedback loop.

1. Ask for and Gather Feedback

There are multiple ways you can gather customer feedback, including: 

  • Customer feedback surveys
  • Customer contact forms
  • Emails
  • Live chat
  • Customer interviews
  • Social media posts
  • Website analytics 

Taking a proactive approach to customer feedback will help you build trust and ensure that your marketing messages never stray too far from what your customers want and need. 

2. Learn from the Feedback

Now, it is time to analyze the feedback you get. You’ll need to determine: 

  • The customer’s motivations
  • The volume of the feedback (do you only have one negative review, or are 80% of the reviews negative?)
  • Whether issues faced by customers are repetitive or new

Based on what you learn, you can start brainstorming and action planning. What needs to change? How can you make those changes? Are they cost-effective? If not, what can you do to make the changes and the product more affordable without lowering product quality? 

If the feedback you get pertains to customer service, consider whether you need to implement some training programs or if you need to hire more staff.  

3. Apply What You’ve Learned

This is the phase where you start taking some action. You and your team can implement the changes and start a marketing campaign around the adjustments you’ve made and how they’ll benefit your customers. 

4. Repeat

You’re in a loop, so you’ll need to continue asking for and analyzing feedback – even after you’ve made adjustments. But that’s a good thing because it will help your company to continually improve.

Your Customers’ Voice is Priceless 

As a healthcare supplier, you are in a unique position. You provide products that can help make patients’ and medical workers’ lives easier. What you supply may even help save lives. You are in a rewarding industry. 

To ensure that your business continues to flourish so that you can help those in the medical industry and their patients, you need to make a profit. 

Having amazing products is not enough. You need to listen to your customers. Make it a practice to ask your customers for honest feedback. And make sure you listen carefully and do something with the information they provide. Doing so can help you improve your profitability now and into the future. 

Find out how a unique targeted messaging campaign from Share Moving Media can boost your online visibility. Contact us today for a free analysis to learn more.

Online Directory Listing: Is it Still Relevant in 2021?

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As a medical supplier, you want to stay on top of the latest marketing techniques – and not waste your valuable marketing dollars on media formats that are no longer relevant.

Online directory listings were essentially created to serve as the internet’s response to the phone book. There is no question that the telephone book is irrelevant these days. However, you might also be wondering whether the digital version of the phonebook is still relevant. It is a fair concern.

After all, online directories were created in the days before Google existed. If you wanted to find a website, you had to input it directly. If you did not know the exact address, the solution was to search an online directory. As web directories expanded, they made money by boosting specific results for a fee or selling ad space.

Given that search engines now make it easy to find websites online even with only a partial address or business name, you might assume that online directories in healthcare are defunct. While you should not necessarily invest big bucks in directory listings now, you also shouldn’t ignore them completely. Failing to maintain listings can cause issues for your business – as you will see below.

Why Online Directories in Healthcare Still Matter

This e-guide explains why online directories in healthcare still require your attention in 2021.

Improve Search Engine Optimization

If you have a website, you have undoubtedly informed yourself about the importance of good search engine optimization, or SEO. This makes it easy for people to find you as a medical supplier via Google, Bing, and other search engines.

While search engines might be part of the reason online directories are less significant these days, they still take online directories into account. Inputting your business into reputable directories (more on how to tell what is and is not reputable below), you generate backlinks to your website. Backlinks help increase SEO rank.

Ensure a Consistent Online Presence

Accuracy is critical when it comes to online directories in healthcare. Incorrect or inconsistent listings can give your medical supply business an unprofessional appearance. They can also make it difficult for potential customers to find you via the directory – which is the original goal.

Inconsistent listings can also hurt your online presence by damaging SEO. Remember that just because you have not created an online listing for your medical supply company does not mean someone else has not. You may have listings you do not know about. It is essential to ensure the information they contain is the same across all platforms.

Search engines like Google can view discrepancies between business listings as a red flag, thinking they are fake or scams. This can make Google question the authenticity and legitimacy of your website, detracting from your SEO success.

Check Your Reviews

Online directories allow you to expand your online footprint in one other valuable way – they can serve as a means of gathering testimonials from satisfied clients. Client reviews can help serve as a natural, helpful, and trusted means of word-of-mouth marketing. Plus, they do not cost you a thing financially.

That said, all reviews are not necessarily good. Again, remember that some directory entries may exist that you are not aware of – because someone else created a listing for you. You do not want this to happen with a disgruntled customer.

While you cannot delete a bad review, which would be unethical, you can respond to it. Consumers react positively to a positive, thoughtful response from a business to a negative review. Your response shows that you are still engaged and listening to what your client wants. It is far better than simply letting negativity go unanswered.

How to Make the Most of Online Directories as a Medical Supplier

You cannot afford to ignore online directories in healthcare, even in 2021. Regular directory maintenance will help protect your medical supply business’ online presence. Check your directory listings across major platforms regularly to ensure they are up to date.

Major generalist directories include BOTW, AboutUs, and Spoke.com. There are also local directories, like Google My Business, Bing Places, Yahoo, Yelp, and the Yellow Pages. Some guides can help boost your business reputability – like the Better Business Bureau and the U.S. Chamber of Commerce.

Other directories specifically target medical suppliers, like MedSuppliers, Medical Device Directory, and the Medical Device Qualified Supplier Directory (Qmed). When deciding which medical supplier directories to work with, do your due diligence.

First, do your research to determine what directories are trustworthy and active. A reputable directory should:

  • Review submissions: Be wary of any platforms that approve listings automatically. These are likely to contain scams and spam links. A reputable directory will use editors to review applications and ensure credibility.
  • Be user-friendly: The appearance of an online directory can be an indicator of its trustworthiness. A disorganized page with many pop-up ads is not user-friendly – and is unlikely to do you much good.
  • Cater to the end-user: A reputable directory will target the end-user, knowing that the end-user relies on the guide as a trusted source of information. A well-maintained, clearly designed, and comprehensive directory listing provides actual value to users with well-sourced content.

You want to present yourself as a trustworthy, reliable supplier to potential customers who may find you online. You do not want your name associated with the scam- or spam-filled directories.

Boost Your Digital Marketing in Healthcare with Share Moving Media

Online directories in healthcare are just one of the many tools you can use to boost your business profile and expand your market reach as a medical supplier.  Share Moving Media helps healthcare distributors stand out from the crowd and increase visibility with comprehensive content marketing services.

We are a full-service media agency working across multiple media formats, including print publications, online webinars, blogs, podcasts, and more. We work exclusively with healthcare suppliers, giving us unique insights into the marketplace. With our marketing and healthcare knowledge combined, we can support your success. Get more tips from the Share Moving Media blog.

Want to collaborate? Contact us.

5 Insider Tips to Get Valuable PR for Healthcare Product Launch Campaigns

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To compete in the marketplace and stay ahead of the competition, companies must foster an environment of innovation based on collaboration. New products keep current audience members engaged, attract new customers, and help establish companies as leaders in their field. Working together to develop new ideas builds morale and leads to corporate success. Approximately 78% of managers who make collaboration a priority in their company see low product failure rates.

Launching a new healthcare product is big news for your business and the community at large. The key is to spread the word with an effective public relations strategy so people know about it. In today’s world of digital marketing, there are more ways than ever to reach a broad target audience and promote the launch of your new product. PR for a healthcare product launch is relatively easy, highly effective, and completely necessary.

Why is PR Especially Important for Healthcare Suppliers?

PR (public relations) is more than raising awareness about a new product launch. It’s about delivering the right message that helps to build a strong brand reputation. An effective PR strategy can instill trust among followers by establishing brand credibility and solidifying a company’s reputation. Articles and press releases can drive traffic to the company’s website for the opportunity to increase conversion rates. As a result, PR can help strengthen a company’s online presence.

All of these are instrumental in the success of any business, but especially so for companies in the healthcare supply chain. The medical industry is constantly changing, from advancements in technology to medicinal discoveries to governmental regulations. People regard their healthcare very seriously, and they need to feel they can trust their healthcare suppliers.

A strong PR campaign keeps consumers in the know about industry trends, company updates, and product launches. PR helps gain the community’s confidence and enables people to feel comfortable doing business with your healthcare company.

5 Tips to Get Valuable PR for Your Healthcare Product Launch

The key to spreading the word about your new product launch is to reach people where they are. You must set a solid foundation for your PR campaign. The average person spends nearly 7 hours a day on the internet, so an effective PR campaign should include a digital marketing strategy. However, some people prefer to conduct business in person, so your PR strategy should include a multi-faceted approach as well. Here are five tips to get valuable PR for your new healthcare product launch.

1. Distribute a Press Release

The obvious first step when announcing a new product is to draft a press release. This document should include essential details like date, location, and who to contact for more information. Press releases should follow a uniform format to meet industry standards, which makes them easier for media contacts to work with. What you may not have considered is where to send this release.

In addition to local media outlets, you should submit your press release to your trade publication media contact. These publications are good for helping with for content ideas, and most would be glad to share the news about a ground-breaking product that could serve association members. See about giving an interview to discuss the product, the research behind it, and its anticipated impact.

Part of a trade association’s mission is to provide educational opportunities to its members. This article could be just the thing to fit the bill.

2. Give Something Away

Everyone loves a free gift. In order to generate buzz about a new product, you need to plant a seed of interest in your audience’s mind. Offer to give something away in correlation with your product launch. It could be a free sample of the product itself, a piece of the material used in its construction, or a coupon for a discounted purchase.

If you can get a small group of people interested in your product, they will become your megaphone. They’ll share your information and help spread the word about your launch with their contacts. This helps to broaden your reach exponentially and gains awareness about your news.

3. Grab a Partner

If your new product complements the offerings of another company in your industry, consider partnering together to gain more visibility. A mutually beneficial partnership can expand the reach of both companies, as you’ll attract each other’s audience and help establish yourselves as leaders in your field. It can also help solidify your reputation as a company that cares about your customers.

By eliminating a sense of competition, your partnership strengthens your brand image and encourages people to entrust their business to you. You also develop a good relationship with other businesses in your field and can become resources for each other down the road.

4. Attend Events

Live events are an effective way for people to talk to you face to face about your product and get a close firsthand look. Attend your industry trade show and hold a panel discussion. Give a demonstration, allow people to handle the product, and lead a question and answer session to address any questions or concerns. In addition to creating excitement and awareness about your product, you can also get instant feedback from people on the initial launch of the product.

This candid information can be helpful in not only determining what is or isn’t working with the product itself. It can provide insight into your packaging as well as your marketing efforts. When you know what your audience is looking for, you can shape your campaign to meet their specific needs.

5. Create Videos

Videos are an effective way to generate brand awareness in an engaging way. Not only are videos fun and eye-catching, but they also give people a firsthand look at how a product works without having to leave the comfort of their computer screen. Videos are also highly shareable, so they’re great for social media posts.

A video can feature you or your team discussing the new product launch. It could use hired actors to demonstrate a real-life scenario of who would need your product and how it would impact them. Or it could simply be a slideshow presentation highlighting the key points of your launch.

Develop an Effective PR Campaign That Yields Results

Whether you’re in hospital purchasing, hospital distribution, or medical sales, a new product launch can be highly beneficial for your business. Creating an effective PR campaign is essential to spreading the word and getting you the visibility you need for sales growth and success.

Contact us today to discuss a PR campaign that raises awareness, drives traffic, and closes sales for your healthcare supply business.