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5 Tips for Effective Healthcare Organization Content Marketing

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Publishing great content helps establish your brand’s expertise and authority while building trust among your audience. For healthcare organization content marketing, this opportunity comes with benefits and challenges.

This article explores best practices to help your content marketing strategy succeed.

The pandemic impacted how many businesses approach content marketing. As consumer needs and expectations shift, marketers face new challenges to make an impact on their audience.

If you’re ready to boost your healthcare organization’s online presence with the power of content marketing, keep reading to learn more.

Key Takeaways:

  • Content marketing is more cost-effective than traditional forms of marketing, and it generates more traffic and leads.
  • Healthcare organizations are in a unique position to leverage content marketing since many people seek health-related information online to self-diagnose or research treatment options.
  • Content creators should understand their target audience and focus on their area of expertise as they plan out a content calendar for consistent publishing.

Why Should Healthcare Organizations Prioritize Content Marketing?

The third most common online activity in the United States is seeking online health information. Eighty percent of adults have sought health-related information, especially about a specific disease (66%) or a treatment plan (56%).

Organic content is a highly effective marketing channel for healthcare organizations. Mayo Clinic, for example, has become a leading online authority with global reach thanks to strategic content marketing. If you’ve ever Googled a health-related query, you’ve probably seen a Mayo Clinic article ranking among the top results.

Content marketing isn’t a new concept, but it has become a critical component of most marketing strategies over the last few years. Nearly 70% of marketers are actively investing in content marketing.

When you consider that content marketing costs an average of 62% less than traditional forms while yielding approximately three times as many leads, it’s easy to see why.

Healthcare organization content marketing allows professionals to reach their audience online. Well-written, informative, relevant content builds authority, fosters trust in an institution, drives organic traffic, and continues to perform for months and even years after being published.

5 Tips to Optimize Your Healthcare Organization Content Marketing Strategy

Content marketing is has become a highly competitive field. Simply churning out large quantities of poor content isn’t going to help your brand rank on the search engine results page (SERP) or give you a return on your investment.

To create effective content, follow these tips:

1. Understand Your Target Audience 

Before you start writing, you need to know who will be reading your content. It’s tempting to write about topics you enjoy, but it’s much more important to write about what your audience wants to read instead.

For example, is your target audience potential patients or medical suppliers? Is your goal to provide health advice or boost medical device sales? The topic, tone, and vocabulary in your content will be drastically different for those intended audiences.

Take the time to research your audience demographics and understand what kind of content they prefer to engage with. From there, you can start brainstorming topics and determine what content forms and channels you’ll use. 

2. Focus on Your Expertise 

The most successful content marketing strategies target a well-defined niche rather than a broad subject. “Healthcare” or “medical field” is way too vague and has too much competition with thousands of other content creators targeting those keywords.

Your healthcare organization’s content marketing plan should focus on its area of expertise. Not only does this increase your chances for Google to understand your website and rank your content, but it also allows you to build upon your authority in your field.

If you’re an eye doctor, for example, readers are likely to trust your articles about eye health. They’re much less likely to feel you’re qualified to give advice for a sprained ankle. 

3. Write Like a Human 

Most people searching for health information on Google won’t be looking for advanced scientific studies filled with technical jargon.

Healthcare organization content marketing can sometimes struggle to find balance between demonstrating academic authority on a subject and connecting with average readers.

Remember that search engine optimization (SEO) ranks content that is useful and easy to read. Keep your audience in mind and use language they understand. Break up text with headlines, bulleted lists, and graphics so people can easily skim to find information.

People like to feel connected with doctors and medical staff on a human level. Encourage this by sharing videos, posting on social media, creating interactive content, and engaging with your audience in the comments.

While engagement is important, your organization should have clear guidelines set in place for appropriate conduct. All content must comply with HIPAA, and your team should know when to escalate issues and advise people to contact 911 for medical emergencies.

4. Use a Content Calendar for Consistency 

Data suggests that 63% of businesses don’t have a documented content marketing strategy. That impromptu approach often leads to topics that haven’t been thought out, long periods between publishing, and last-minute scrambles to think of an idea.

In addition to creating high-quality content that meets basic SEO guidelines, publishing consistently is one of the keys to a successful marketing strategy. A content calendar will help your team stay organized, plan ahead, brainstorm ideas, and stay on track to publish great content consistently. 

5. Refresh and Republish Old Content 

The biggest investment with content marketing is time. For that reason, republishing old posts that are still relevant is an effective way to get more mileage out of that content rather than rewriting it from scratch.

In some cases, this technique can maintain or even improve content traffic and SERP rankings. When repurposing existing content, make sure to:

  • Update old outbound links to more recent sources and studies
  • Verify that internal links aren’t broken
  • Refresh the content
  • Update the headline (if applicable) to more accurately target a focus keyword

Develop an Impactful Healthcare Content Marketing Strategy

The pandemic changed the way people seek, view, and interact with content online. Is your team ready to face the challenges of content marketing and adapt to the ever-changing guidelines and best practices?

Following the tips outlined above will help you get started on the right foot, but it’s only the tip of the iceberg.

Contact us to speak with our seasoned team of healthcare content creators and see how we can help you plan a winning marketing strategy today. 

Healthcare Content Marketing: How to Get It Right

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In this guide, explore the importance of healthcare content marketing and view solid examples of great content marketing in the medical supplier industry.

According to IBISWorld, four of the top revenue-producing industries in the United States are healthcare-related. To capture your share of this billion-dollar industry, you need the right kind of content to attract customers.

Keep reading to learn unique strategies for your healthcare content marketing plan.

Key Takeaways

  • Precise, easy-to-understand language is crucial for healthcare content marketing.
  • Healthcare content requires reliable sources and data to back up any claims.
  • Emotional, first-hand stories are ideal for healthcare content.
  • Use examples from leaders in the healthcare industry to inspire your medical supply business.

Effective Content Marketing Strategies for Healthcare

Just like in other industries, content marketing in healthcare plays a crucial role in the growth of the industry. Content marketing is when a business or brand creates online content, such as blogs, social media posts, and videos that help generate interest in its services or products.

While any industry can benefit from a strong content marketing strategy, the healthcare industry requires a unique approach. This is especially true for B2B brands, such as medical suppliers within the healthcare supply chain.

When your business consistently releases appealing content, you engage your audience and customer base and should see growth. There are specific considerations for the healthcare industry, however, that you should keep in mind:

  • Use Precise Language: There are numerous rules and regulations that you must follow within the healthcare industry. When you are talking about the technical aspects of your products, you must strictly adhere to guidelines, such as HIPAA, and avoid fluff.
  • Support Your Claims with Data: Do not make any claims that you cannot support with reputable sources. False or misleading information quickly erodes trust in your healthcare brand.
  • Be Straightforward: When answering questions within your content, present clear, straightforward information. You do not want consumers left with more questions.
  • Keep the Pandemic in Mind: The world is still battling COVID-19, and this is still the focus for much of the healthcare industry. For each piece of content, you should consider how it relates to the pandemic and if you need to address that.
  • Know Your Buyers: As a medical supplier, or other B2B healthcare provider, your buyers are not patients. They are the IT experts, group practices, and surgeons who trust your products enough to use with their patients. Your content should focus on their needs and values.
  • Tell Important Stories: Whenever possible, you should use real-life examples in your social media content marketing. This can help your customers feel an emotional response towards your brand. Pay close attention to HIPAA rules when doing this and always get permission.

How Is Healthcare Content Marketing Different?

Because of the unique nature of healthcare, marketers must use different strategies than they would use with other industries.

  • Product Demand: Traditional marketing strategies try to encourage demand for a particular product or service. For example, marketers might employ celebrity endorsements. While this may work for some healthcare products, many products are only used when they are needed, making it more difficult to generate demand.
  • Complex Products: While innovative products exist in every market, most consumers quickly understand the purpose of a handbag, smartphone, or other new products. However, healthcare products and services can be much more complex. Healthcare marketers must translate these complex concepts into easily understandable, plain language for online content.

These considerations are just some of the many differences that exist between traditional and healthcare marketing.

Leading Examples of Excellent Healthcare Content

Use these industry-leading examples of quality content marketing to inspire your healthcare business. 

1. Johnson & Johnson 

Johnson & Johnson is the largest healthcare company in the world. It sets the bar high for content marketing. Its social media accounts promote positive stories and influential partnerships, such as its work with Henry Louis Gates, Jr.

Its website is simple to navigate and highlights its latest health and wellness stories, such as a recent post about RSV during the pandemic. This article is timely, easy to understand, and shares data-backed information about new RSV research. 

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2. Boston Scientific 

This healthcare company is focused on innovative healthcare solutions, such as less-invasive surgical options. In December 2021, the company shared a story about how an oncologist used one of its products after he was diagnosed with prostate cancer. This Facebook story links to the Boston Scientific newsroom and leads to a YouTube video that features Dr. James Gray.

https://www.youtube.com/watch?v=xu5K3d8D3SQ 

3. Jockey Scrubs 

Many medical professionals wear scrubs. Jockey Scrubs is the medical division of the Jockey clothing brand. Its content marketing showcases the functional and versatile features of its scrubs. To attract nurses and others who work in the healthcare industry, it frequently hosts giveaways on its social media accounts.

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4. GE Healthcare 

GE Healthcare is a leader in producing new medical technology for hospitals and other healthcare providers. As part of its content marketing strategy, GE publishes articles on its website for medical professionals. One article included GE’s predications for what the healthcare industry will look like in 2022.

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5. Stryker 

Medical supplier Stryker uses emotional storytelling to connect with healthcare professionals and patients. It has a section on its website called “stories of hope and courage” where you learn how the company supports those affected by breast cancer, including both patients and doctors.

Its YouTube channel shares company stories about innovative medical technology along with moving patient experiences like a teenager who benefited from Stryker’s Spine technology for scoliosis treatment.

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Improve Your Healthcare Content Marketing with Share Moving Media

As a medical supplier, you need to reach healthcare professionals, hospitals, and other medical organizations where they are. Share Moving Media is a premier publishing and content marketing company. We love partnering with manufacturers and distributors in the healthcare space. If you want to expand your market share, grow meaningful relationships with potential buyers, and improve your brand image, we want to help.

Want to learn more about how we can help you? Contact us today to get started.

5 Surefire Ways to Boost Medical Device Sales in 2021

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In this article, we will look at five ways to boost medical device sales in 2021.

The healthcare field completely transformed during COVID-19. Now medical device sales teams must change their reliable marketing methods to meet the new challenges in healthcare sales today.

Let’s get started.

Key Takeaways

  • Medical needs in 2021 are vastly different than a year ago, and sales tactics should adjust accordingly.
  • New technology allows reps to promote and sell products through AR, VR, and social media.
  • Additional sales and medical training will help your reps understand the new market.

What Changed in Healthcare Sales in 2021?

In 2020, hospitals mainly focused on COVID-specific equipment. Meanwhile, patients with other conditions often avoided hospitals because of higher infection rates. This avoidance resulted in a decreased demand for many devices unrelated to COVID.

Now that vaccines are available and people feel comfortable going out, the medical field is changing again. Those who didn’t get treatment during the pandemic will need treatment now, along with new patients. In addition, because of the increase in chronic illnesses from sedentary lifestyles, medical devices are in high demand.

Since people are restarting their regular healthcare visits and recovery financially, doctors will need to restock on non-COVID-related devices. You can help doctors meet this new shift in demand by providing medical devices that are relevant and convenient in 2021.

5 Ways to Boost Medical Device Sales

Here are five ways you can boost your sales in 2021.

1. Appeal to Current Medical Needs

Hospitals don’t function the same way they did before COVID-19. For example, telehealth is 38 times more prevalent than pre-COVID-19. So, sales reps need to adjust to doctors’ new needs.

One current sales challenge in 2021 is keeping equipment sterilized to meet current standards. If your device is easier to clean, focus on those details in the product value proposition to differentiate your product.

That differentiation factor is key to sales. Since most doctors have basic equipment, your sales reps need to identify why the new product is an improvement or solves a new need.

2. Adjust to Your Customers’ New Work Style

Doctors have also changed during the pandemic, so your customer data from 2020 is already outdated. If you want to boost your sales, then spend time getting to know physicians. Physicians are in a high-stress job. Over 75% of doctors know a colleague who feels burnt out. The stress of the pandemic has made burnout and mental illness even more prevalent in the healthcare industry.

Some of the effects of COVID that healthcare workers now face include:

  • Higher hospital infection rates
  • More financially struggling patients
  • Increased stress levels
  • An unknown future in healthcare

Doctors who were challenging to reach before the pandemic are nearly impossible to speak to now with the added workload. As a result, sales reps could explore alternative ways of reaching doctors, such as remote pitches. In addition, researching a hospital’s budget beforehand can save them both valuable time as they can get an idea of who can afford your devices. 

In some cases, your sales rep may address someone other than the physician, like a board room of hospital leadership. When this happens, they should research who will be in the room and what each person cares about. For example, if someone from the finance committee is in the room, discuss how your device saves money.

3. Creatively Showcase Your Products

Alternative sales demonstration methods using technology alleviate the stress of hauling around equipment and streamline the demonstration process. As you just learned, a faster demonstration is preferable for time-strapped doctors. Sales reps can also visit more leads in a day if they have less to bring from hospital to hospital.

Because of the introduction of 5G, augmented reality (AR) and virtual reality (VR) are two growing sales trends in 2021. VR uses headphones and a screen to place someone into an alternative situation. On the other hand, AR allows users to interact with items through a screen. Ecommerce stores use AR to enable customers to explore products and view them in their houses. However, healthcare has also found ways to use it in sales, training, and patient education.

Through AR, healthcare providers can interact with your products using their tablets or phones. They can also use the same AR to teach others how to use the products. So, sales reps can demonstrate products quickly and more conveniently, even remotely.

In addition to AR, other medical sales trend examples include showcasing your products and reaching customers through social media platforms and your website using blog posts, social media promotions, and networking in medical groups.

4. Offer Remote Communication Options

The pandemic opened a world of remote options, like Zoom meetings with 467,100 business customers and 3.3 trillion meeting minutes each year. Sales reps can take advantage of new advances in remote communication and use those lines to talk with medical professionals. Because they don’t have to travel in person for every meeting with a lead, they can use the extra time to meet with additional leads.

In addition, leads will have an easier way to get in contact with a sales rep. For example, they may put off an in-person meeting due to time constraints. However, they may be more willing to agree to a video conference to discuss a product.

Open lines of communication also keep the sales rep and lead connected and engaged through the whole sales process, which reduces the chance of the lead forgetting or losing interest.

5. Train and Educate Your Sales Reps

Doctors don’t have the time to research a medical device on their own time. So instead, sales reps should have all the answers or know how to find the answer. If they can’t give an excellent response to a doctor’s inquiry, they risk losing the sale.

However, if your sales reps have a thorough understanding of the product and medical issues it helps, they can give insightful data that will appeal to a highly trained medical professional. Extensive training helps prepare sales reps for every situation. Some of the best sales reps are previous nurses and doctors because they have already received training and understand their customers.

Boost Your Medical Device Sales with Our Content Team

Medical sales in 2021 bring a whole new era of possibility if you are willing to change your sales tactics. When you make a change, you will stand out from your competition who are still using their methods from years ago. You can also offer your leads relevance and a customized experience that fits with their current needs.

Are you ready to build customized content for your 2021 sales strategy?

Speak with an experienced team of healthcare content creators and start boosting your sales today.

5 Common Medical Device Sales Challenges for Reps

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Medical device sales is a rewarding career giving your reps a chance to help save people’s lives and work a flexible and fast-paced job. However, these benefits don’t come without an equal share of medical device sales challenges. This blog post provides tips that may help you minimize any negative impact these challenges might have on your business.

A way to combat these challenges is through a proactive approach versus a reactive approach. A proactive approach means equipping your sales team with the tools necessary to address challenges before they occur. 

Read on to know the proactive solutions that can help your reps and your company.

Key Takeaways

  • Medical device sales pose challenges unique from other sales fields.
  • You can build a strong sales team by teaching data management, customer profiling, and commercial excellence.
  • You can prepare your sales reps for medical device sales challenges through quality training.

5 Main Challenges for Medical Device Sales Reps

Data management, customer profiling, and commercial excellence are crucial for resolving medical sales challenges. Here are how those strategies work for five challenges sales reps face every day.

1. Creating a Unified Brand Awareness

Your healthcare sales reps are one of many sales channels. You may also sell products through your website, call center representatives, or in stores. However, having multiple ways for hospitals and healthcare workers to purchase products also creates unified communication challenges.

Keeping your sales channels uniform in their marketing message avoids customer confusion. When information doesn’t align, buyers may feel skeptical about purchasing because they don’t know if they can trust the sales rep’s information.

Solution: A strong communication strategy includes multiple channels of communication. Here are some ways to communicate with your team so everyone is up to date with the latest product and sales information.

  • Train each sales rep on a unified sales process
  • Send regular emails with business updates
  • Use business communication platforms like Slack
  • Purchase customer relationship management (CRM) software
  • Integrate online collaboration or productivity tools
  • Create a company app
  • Hold regular online or in-person briefing meetings

In addition, you can provide sales reps with direct phone numbers and emails to contact when they have questions about a product or lead.

2. Building Customer Relationships

Finding new customers is 5 to 25 times more expensive than keeping loyal customers. Therefore, when you have a lead, your sales reps should invest in those leads to build a strong relationship so the customer will buy from your manufacturing business in the future.

However, building a relationship with doctors isn’t easy. They are swamped, with little time available to speak with sales reps. Often, sales reps address receptionists and never have a chance to talk directly to the physician. But sales reps need conversations and feedback to find a doctor’s pain points, needs, and wants. This customer data builds the foundation for their sales strategy for hospital purchasing.

Solution: Sales reps need to learn how to pack the most content in the fewest number of words. For example, a doctor usually doesn’t need to know how much money a device will save the hospital. They typically aren’t part of the hospital’s financial committee. Instead, they want to see how the device will help a patient and make their job easier. Your sales rep’s first sentence should be a strong value proposition that differentiates the product and states why the doctor should take the time to listen to a sales pitch.

3. Understanding and Explaining Complex Products

Medical devices involve intricate technology that helps with even more complex medical situations, which sales reps need to learn. In addition, sales reps speak to highly educated medical professionals who will see through any fluff and know immediately if sales reps are knowledgeable.

Sales reps also need to be on top of the latest laws, regulations, and industry standards since they deal with healthcare devices affecting people’s lives. Inaccurate information is the fastest way to end all possibilities of making a sale.

Solution: Every sales rep needs training before entering the field. Training should include teaching industry-specific solutions for healthcare instead of general sales tactics.

4. Collecting and Organizing Sales Data

Sales and data rely on each other. In fact, on average, sales reps spend 17% of their day just entering data. Data is what helps representatives find leads, market products, and drive home a sale. However, organizing that data is a challenge all sales reps face, especially those in medical device sales, because of interacting with more complex products and customers.

Data includes all the information you collect about your customer from that first touchpoint through to the follow-up. It includes contact information, demographics, pain points, purchase history, and more.

An added challenge to data collection is protecting the data of your leads. A data leak will reflect poorly on the entire company and cost thousands of dollars in reparation and damage repair.

Sales reps also collect data on their products, current product updates, regulations relating to the product, medical device sales trends, and more. This data allows sales reps to give the most accurate information about the devices.

Solution: Sales reps should access and store data in a database with advanced security. This database will protect the data from leaks and keep it organized for representatives to access what they need at the right time. In addition, each rep should learn how to use database management systems to avoid privacy infringements.

5. Maintaining a Healthy Work-Life Balance

The medical device market is growing rapidly. In 2021, it grew by 4.7% and is projected to continue rising steadily due to an increase in chronic illnesses. Because illnesses like diabetes and heart disease require medical devices for diagnosis and treatment, the healthcare industry needs medical sales reps to meet this demand.

While the high demand for medical devices is positive for medical sales reps’ job security, they must work long hours to fill the need.

A medical sales rep’s job is not the typical 9 to 5 career. Instead, they are on-call to troubleshoot equipment or deliver life-saving devices at the right time. But this lifestyle can create an unhealthy work-life balance.

A typical day for a sales rep includes:

  • Calling leads
  • Pitching sales
  • Troubleshooting equipment
  • Training personnel on device usage
  • Traveling for hospital distribution
  • Joining a surgery to help with a device

Solution: Thanks to modern technology, sales reps don’t have to do everything in person anymore. Sales reps can cut back on travel by offering remote help and solutions. Manufactures can also help combat this challenge by adding diagnostic features to devices to identify possible product issues before they occur, so reps can resolve the problems faster.

In addition, you can offer additional sales training to reps to avoid costly errors and streamline the sales process.

Address Medical Device Sales Challenges with Quality Training

A common theme for all five solutions is proper training. A well-trained sales rep could save your business thousands of dollars while earning even more through strong sales tactics. However, regular sales training is not enough. They should have training specifically for the healthcare industry.

Contact Share Moving Media to talk with a representative about our sales rep training resources and courses to help your sales reps overcome common challenges.

Introductory Guide to Content Marketing for Healthcare Distributors

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Content marketing for healthcare distributors is one of the best ways for you to connect to medical facilities and hospitals while building trust. However, developing a marketing strategy specifically for the healthcare industry doesn’t happen overnight.

That’s why we have this introductory guide for you. First, we will look at what content marketing for healthcare entails then how you can start using it in your business.

Key Takeaways:

  • Content marketing is a top priority for most B2B marketers today.
  • Create an actionable strategy with set goals before creating marketing content.
  • Healthcare marketing requires an extra level of empathy than other B2B strategies.

What is Content Marketing?

Content marketing is using online mediums to connect to your audience. It differs from traditional sales approaches because you often aren’t selling a specific service or product. Instead, you build brand awareness and develop relationships with your clients and potential leads through quality content.

Consumers respond favorably to content marketing because it is a breath of fresh air compared to the bombardment of over 5,000 ads a day. Instead, content marketing gives something back to consumers through information, free products, and community.

Common types of content marketing include:

  • Websites and blogs
  • Emails
  • Ebooks
  • Videos
  • Social media posts

Why is Content Marketing Important for Healthcare Distributors?

Healthcare distributors can use content marketing to build trust with hospitals, pharmacies, medical professionals, nursing homes, and more. You can have a virtually limitless reach and connect to leads you may not have connected with through other sales and marketing tactics.

Content marketing uses around 26% of B2B marketing budgets and is the top priority of 80% of marketers. If you effectively execute a quality marketing strategy, you will see:

  • Broader brand awareness
  • Higher quality leads
  • More loyal customers
  • Better search engine ranking
  • Higher industry authority

How to Create a Content Marketing Strategy

You would be unwise to drive around a new city without a map. Yet, that is what you are doing if you begin using content marketing without first establishing a strategy. It will save you time and resources by showing where you are, where you want to go, and the most effective route to achieving that goal.

Often, businesses will hire a content marketing manager to help in strategy development to ensure they consider all angles of their approach.

Here are the six essential steps to creating an efficient content marketing strategy for the healthcare distribution industry.

Step 1: Decide on your mission and goals. Begin by asking yourself what you want to accomplish in the long run.

Step 2: Choose a metric for measuring your success to know how well your strategies are working. Tracking your progress with measurable key performance indicators (KPIs) also alerts you to potential issues so you can resolve them before they hurt your growth.

Step 3: Decide on an audience based on the type of healthcare facilities most likely to purchase from you, who the decision-maker is within the department, where the facilities are located, and the size or budget of the facility that is most likely able to afford your products.

Step 4: Take inventory of what content marketing practices you already have in a place like your website or social accounts. You may even have some posts or blog articles written that you can spruce up.

Step 5: Decide what channels or content you still need to add to reach your goals.

Step 6: Create an actionable plan including a content calendar, specific deadlines, and managers for each marketing task. 

Now you are ready to start creating consistent, quality content.

5 Tips for Content Marketing for Healthcare Distributors

Here are five tips to apply to every piece of content you create so that you are reaching your intended audience, creating relatable content, and increasing your conversions.

1. Target Your Audience

Your ideal customer profile will help you create content targeted to your intended audience. You can educate, promote, and build trust with your market through engaging blog posts, social media content, and videos. Then, by implementing keywords specific to the healthcare industry, you are more likely to attract quality web traffic.

Your customer profile will also tell you where to locate possible new customers. For instance, LinkedIn has over 722 million professional users and 61 million senior-level decision-makers – making it the leading B2B marketing platform today.

2. Capture Their Attention

Creating content doesn’t guarantee your audience will read what you’ve written. That’s why understanding current content trends is essential, as that will guide you in choosing how you will capture your audience’s attention through optimized content, so they read past the headline.

Startling statistics, images, short paragraphs, and creative headlines are just a few ways you can reel your audience into your content.

One study showed that video content will be the top area of content marketing investment for most B2B in 2022 due to its high rate of engagement.

3. Back Your Claims with Statistics

Doctors and medical professionals aren’t wowed by fluff. They can see right through empty sales talk. Instead, they want proof of claims you make. Statistics and facts build trust with your audience and raise the quality of your article.

When you write an article on how your new device will transform a patient’s life – back that claim up with case studies, measurable metrics, and real stories of changed lives.

4. Have Empathy for Your Audience

Healthcare professionals have emotionally draining jobs, compounded by the effects of COVID-19. Therefore, this is one area where healthcare marketing differs from other B2B marketing tactics since your audience needs more empathy and emotional awareness.

You can show you truly understand and empathize with your audience by being sensitive in your wording, focusing on your product’s positive impact on their patients, and showing you understand and empathize with their work.

5. Create a Call-to-Action

The best marketing content always offers the next step. For example, you don’t want your audience to get to the end of an engaging blog post, then close the tab and never interact with your business again. Instead, give a call-to-action that tells your audience what steps they can do next, such as signing up for a newsletter, purchasing a product, or calling your business to find out more.

Start Creating Your Marketing Content

Share Moving Media has been working with healthcare distributors for over 27 years. Our communication and educational services help you grow your marketing strategy and achieve greater success.

Contact us to learn how we can help you create content that moves market share.