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Digital Marketing in Healthcare E-Guide: Using Facebook to Target GPOs

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Whether you’re targeting hospitals or distributors, our Digital Marketing in Healthcare E-Guide can help you harness the power of Facebook to:

We will also go over some marketing mistakes we see manufacturers of healthcare products make all too often – and advise you what to do instead.  

And if you’re having second thoughts about whether it’s a good idea to spend what could be a sizeable chunk of your marketing budget on a Facebook campaign, consider this: Facebook is still the world’s most popular social network. As such, it really ought to play a big part in your broader online marketing strategy.

Quick Takeaways

  • Facebook is the world’s most popular social media network. If you don’t develop a Facebook marketing campaign, you may miss out on many business opportunities. 
  • That said, generating leads through Facebook is only half the work. You should then nurture them by engaging with them and addressing their unique needs. 
  • When it comes to Facebook marketing in medical device sales, what you don’t do may be just as important as what you do. Avoiding common mistakes could be critical for the success of your marketing strategy.

Share Moving Media’s Digital Marketing in Healthcare E-Guide: How to Use Facebook Marketing in Medical Device Sales 

Without further ado, let’s take a look at our tried-and-tested tips on Facebook marketing in medical device sales.

1. Set Measurable Goals and Draw Up a Plan

Social media content may come across as informal and spontaneous – and sometimes, it is. However, if you want to maximize the ROI on your Facebook marketing strategy, you shouldn’t approach it like throwing wet spaghetti at a wall in the hope that some might stick.

Don’t leave things to chance. Define your goals, make an action plan, and stick to it. To quantify your goals, use metrics such as:

  • Click-through rate
  • Number of prospects converted to leads
  • Number of leads converted to paying customers

It’s also a good idea to create a content calendar to ensure you publish consistently. You should aim to post frequently and at the optimal time of day, based on the number of views and click-throughs. Share Moving Media can help you set up and manage a content calendar across all platforms.

2. Get to Know Your Audience 

If you haven’t already created your ideal buyer’s persona, do so before progressing any further with your Facebook marketing. The goal is to reach the right customers – namely, GPOs – with the right message. You won’t be able to do that if you don’t hone in on your target group, or if you publish irrelevant content that doesn’t address their pain points.

That said, you may want to connect with patients themselves, too. While they may not be your target demographic, many patients these days are familiar with healthcare brands and products and may leave reviews and ratings on Facebook. This, in turn, could influence the purchasing decisions of your direct customers: GPOs.

3. Consider Carefully What Types of Content to Post

As a general rule, any marketing content you post on Facebook should be informative, helpful, up-to-date, and focused on improving patient care. Beyond that, you should consider what formats to use – and when to use them. Examples include:

  • Company updates
  • Information about new products
  • Answers to frequently asked questions
  • Links to your blog articles
  • Links to landing pages with promotions and special offers
  • Market surveys or questions to start a conversation
  • Case studies, success stories, practical tips, statistics, and other educational content

Don’t forget to throw in some photos, infographics, and short videos for good measure. 

In any case, any content you publish on Facebook should be consistent with the rest of your marketing and your brand image.

4. Look Into Paid Facebook Ads

Don’t overlook the opportunity to use paid Facebook ads. One of the platform’s biggest advantages is its targetability. Your market may be a relatively small niche within the healthcare supply chain, but paid ads can ensure that you zero in on the GPOs you want to reach.

5. Direct People to Your Website

The ultimate goal of your Facebook presence is to generate leads and increase sales. To do that, use irresistible offers and relevant calls to action (CTAs) to bring your followers to specific landing pages within your website.

Don’t forget that the process works the other way around, too: always encourage website visitors to join you on Facebook to learn more and get in touch.

Mistakes to Avoid When Developing Your Facebook Marketing in Medical Device Sales 

Some healthcare product manufacturers shoot themselves in the foot when they make these common but preventable mistakes.

1. Failing to Engage with Your Followers

Engaging with your audience is crucial to building trust and brand loyalty, and getting to know your customers better. This includes:

2. Not Following Up on Leads

Generating leads through Facebook is only half the job. What you should be doing next is nurturing them. Usually, this involves providing them with a personalized and timely engagement process that addresses their specific needs.

3. Using Inappropriate CTAs or Hashtags

Irrelevant or improper CTAs and hashtags do more harm than good. A wrong hashtag can cause you to target the wrong audience, and a confusing CTA may result in your customers not doing what you want them to do.

4. Not Optimizing for Mobile

98.8% of users access social media using a mobile device. That means one thing: if you fail to create mobile-friendly content – including ads – you will not reach as many people as you otherwise could.

Facebook Marketing in Medical Device Sales: The Bottom Line

We hope that you found our Digital Marketing in Healthcare E-Guide informative. However, there’s a lot more that goes into building a successful Facebook marketing strategy. 

Share Moving Media is a full service media organization designed specifically for healthcare suppliers. We write blogs, produce podcasts and webinars, host live events, publish magazines, white papers, case studies, articles, and produce video and online training modules. We do all of this in context to the audience you want to reach.

To learn more tips on how you can use Facebook marketing to take your business to the next level, contact our team. We’d be more than happy to help! 

How to Know if Your Website is Ready for a Digital Marketing Campaign

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You may be curious about healthcare website optimization, and how to build a brand for your healthcare organization. It is simpler than you think. 

The healthcare tech industry is expected to reach $280 billion by the end of 2021. That is a CAGR of 15.9%. So, it is essential that you develop a digital marketing campaign that ranks highly on search engines. However, if you are not familiar with how search engine optimization (SEO) works, you may not be prepared to manage this feat. 

If you are interested in discovering ways to prepare your website for an effective digital marketing campaign, take a few moments to read over this digital marketing in healthcare e-guide and to learn more contact Scott Adams at sadams@sharemovingmedia.com.

Digital Marketing in Healthcare E-guide: Understanding Healthcare Website Optimization

As a healthcare organization, you probably have a website but primarily rely on word-of-mouth to connect with customers. However, the outbreak of the recent global pandemic has made this approach ineffective and limiting for your business.

The companies best equipped to adapt to today’s changing circumstances use local marketing strategies and digital marketing tactics. These initiatives include social media campaigns and SEO optimization efforts.

5 Ways to Get Your Website Ready for Your Digital Marketing Campaign

The internet is a powerful tool and an inexpensive marketing solution for small business owners. These five ways to get your website ready for digital marketing will help you start moving in the right direction:

1. Rank Higher in Search Engine Queries

According to marketing experts, 75% of people will not go past the second page of search results when searching online. Therefore, your website must appear on the first page – which is a lot easier said than done.

Google, the leading search engine, creates algorithms that determine a website’s ranking. The site’s ranking determines where a website shows up on a search engine results page (SERP) based on the relevant content within that site and the words used in the search.

2. Showcase Your Expertise

Digital media has become much less of an advertising space and much more of a platform that experts use as their podiums. The days when companies could only reach out through TV commercials or print advertisements are over.

Today’s brands need content creators who also know how digital works if they want to capture new customers’ attention spans in this constantly changing world.

The internet is full of platforms that promote your brand, but video and written content are not the only ways you can go about it. Different channels may work better for some companies over others because they offer different types of messages. Regardless of the format, your online content can have a lasting impact on potential consumers without ever explicitly asking them to purchase anything from you – and positioning yourself as an expert helps them remember your brand name when searching for products or services like yours.

3. Boost Social Media Presence

Connecting with your potential customers or clients is accomplished easily with a digital marketing campaign. You don’t have to be a social media or SEO expert to start engaging with your target audience.

You can get started by creating a free social media business page that has all the contact information for your company, as well as what you offer. You can customize it with photos and videos to show off more of who you and your healthcare organization are. It’s also easy to run sales or promotions from your Facebook or other social media page to ensure everyone knows about your latest deals.

Once people start seeing your posts, they will begin liking and sharing them. This viewer engagement means your campaigns will start showing up in local search results.  

4. Establish Personal Connections

Being in the digital marketing world can be a great way to build your connections and get acquainted with customers and nearby complementary businesses. By following, engaging with, and getting to know customers on social media, you have an easier time building relationships. You can also solicit feedback for new products or services through your account.

Do you want to know what your customers are thinking on topics related to your business? Use Facebook or Instagram and ask them. If they reply in the comments, have a chat with them. You can also use Stories on either of those platforms for quick informal polls and to get more engagement.

Another way to promote personal connections is when people post pictures related to your healthcare services, repost them on your pages. That way, people know how great your healthcare organization treats its patients. Be sure to respond even when feedback isn’t positive. These responses are essential in connecting with potential new patients.

5. Track Your Success

One of the many advantages of digital marketing is that most platforms come with analytic tools. You can use web analytics to see what terms users search for before finding your website.

If one term seems more effective than others, try incorporating it into advertising and email campaigns to generate a better response rate from potential customers. Facebook’s analytical features let you know how many people have seen an advertisement or are currently viewing it.

These tools allow advertisers and marketers alike the chance to adjust marketing campaigns until they reach their desired results.

How to Improve Your Healthcare Website Optimization

If you are looking to start marketing your small business online, there is no need to hire an expensive agency. Spending time on the social media sites that align with what your brand offers while using an authentic voice will make digital marketing a breeze. These strategies can lead to some serious rewards.

Many people don’t realize how easy technology makes this process these days. All you need is access to the internet to promote your brand through various platforms like Twitter or Facebook. You can do this without any prior experience, even if you do not work in marketing by trade. 

Are you looking to optimize your website before your next digital marketing campaign launch? Contact us here at Shared Moving Media for more information and learn how we can help. 

Why the PPE Market is Poised for Significant and Permanent Growth

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The COVID-19 pandemic continues to transform the personal protection equipment (PPE) market. The immediate impact of the outbreak is varied, with a few sectors feeling its effects more significantly than others. Healthcare is the primary industry to deal with these impacts.

In 2020, the PPE market worldwide had a market value of $77.36 billion. Experts expect the CAGR to grow 7.3% from 2020 to 2028. This significant growth results from increased demand in a market that was ill-prepared to deal with the shortages related to the pandemic. 

Post-pandemic forecasts in the PPE market indicate that there will be no slowdown of growth in this market. Due to the widespread acceptance of the need for PPE for both professional and personal protection, the current market proves these forecasts to be accurate.

PPE manufacturers will continue seeing healthy market growth rates year over year due to high demand for everything from simple face masks, to level four biohazardous environments like hospitals, sterile manufacturing facilities, and construction sites. 

The Effects of Covid-19 on the U.S. PPE Market  

The outbreak of the COVID-19 pandemic created a beneficial impact on the PPE market as demand for masks, respirators, and gloves have increased worldwide. One of the fastest-growing regional markets is North America. 

This market size is due to its high cost relative to other countries. However, the North American market remains competitive on quality control measures. These measures make it easy for manufacturers to get their products certified quickly after import into this country while maintaining strict standards. 

Salisbury, a Honeywell brand, is the leading producer of PPE, and 3M and Ansell are among the other top manufacturers. These big names in PPE development dominate the market. However, several small, private labels launch PPE gear at lower price points and use this to gain their market share.

Regulations within the industry require specs to remain consistent. Therefore, some smaller labels must limit their production of any PPE that does not require advanced technical knowledge and expertise.

3 Reasons the PPE Market is Poised for Significant Growth  

People often think that PPE refers to face masks. However, face coverings represent only a fraction of the PPE equipment worn throughout all the industries that use protective equipment. Protective clothing is the most used safety equipment. 

The vast array of PPE types and the many industries that require its use is the primary driver of an accelerating PPE market. Here are the top 3 reasons the PPE market continues to experience significant growth.

1. Focused Safety for Healthcare Providers   

Healthcare organizations remain the primary consumers for PPE products, and this need is expected to increase.

At the dawn of the pandemic, health care workers were severely affected by the shortage of PPE. They needed protective equipment to care for the influx of contagious patients that flooded hospitals and health care facilities, but the supply was stretched thin by increased demand in other industries that did not typically consume PPE. 

Images circulated through the media of medical staff working with makeshift PPE – reusing equipment that was meant to be disposable, and protecting themselves and their patients with anything that was at hand, including garbage bags. The shortage generated public outrage, and medical suppliers pushed to manufacture more equipment as quickly as possible.

While the shortage is not as severe now, demand continues to outpace supply. The continual need for increased PPE supplies in the health care industry is one of the primary drivers that will sustain market growth in the future. 

2. Public Interest in the PPE Market 

As local governments passed mask mandates, public interest in PPE for their own protection sparked further growth in the PPE market. Increased PPE purchasing in the public health sector contributed to the shortages experienced by the medical industry and other essential service industries that were now facing PPE mandates, such as grocery stores and restaurants.

As the world continues to battle the pandemic, public awareness of health concerns remains high and PPE consumption continues at an elevated rate. According to the CDC, 3 in 4 people have adopted the mandates as necessary for public health. Furthermore, many of those say they will consider continuing to wear masks in the future during cold and flu season. 

3. Accelerated Technological Innovations 

PPE market trends for the next three years in the United States forecast an incremental growth of $8.67 billion. Innovations in technology are some of the more significant reasons for this growth. 

It is not just the healthcare industry that should be taking notice of this growth, as innovations in PPE could provide opportunities for investors to take advantage. The development of health care products based on biomaterials should create business opportunities in the near future. 

This development would help mitigate any negative impact these items have on environmental growth, and may prove successful with leading PPE manufacturers’ mission statements to “promote sustainable energy use by reducing consumption through minimizing waste.”  

Facing PPE Challenges in the Healthcare Industry

One of the most damaging threats to hospitals is declining revenues alongside the increasing costs of PPE. Hospitals are unsure how they will continue to provide quality care while staying financially stable in a time when people need it more than ever. 

This lack of stability in the supply chain – whether demand-related or from financial hardships – often creates uncertainty for providers and patients alike.

How PPE Market Trends Will Influence the Healthcare Industry 

The healthcare industry is rapidly changing. With the PPE market on the rise, it will continue to have a significant impact on how we prepare for emergencies in the future. Crises like pandemics, natural disasters, or terrorist attacks will be driving factors in the PPE supply chain.

Because of the increased need for personal protection during these unpredictable times, healthcare businesses are choosing to work with quality health care product suppliers. These supplies come from all over the world, creating an increase in demand for all PPE manufacturers. There will also be new opportunities rising within this ever-changing industry, such as a focus on sustainable, environmentally friendly PPE production.

Hospitals are likely to spend more money on safety equipment for their staff because of the increased spotlight on healthcare workers’ health and wellness. Medical professionals who were previously not required to use PPE may now be at risk if they work with patients, directly or indirectly, without appropriate protection.  

The PPE market is about to expand in ways no one could imagine. What does that mean for those in the healthcare industry? Contact us here at Shared Moving Media to join the discussion. 

Increase Productivity and Performance with Share Moving Media’s Training Programs

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Share Moving Media is a leading publishing and content marketing company that provides information, communication, and educational services to manufacturers, distributors, and providers involved in the healthcare business.

As you’ll quickly learn, our training programs are best in class. Our mission is to help our customers understand how to increase their market share and profitability so their businesses can truly thrive. We design our training programs specifically for distributors, manufacturers, and end-users to keep up with cutting-edge market trends and new products in the healthcare industry.

Why Online Training?

Your organization can experience several remarkable benefits from participating in our online training and live educational meetings.

1. Reduced Training Costs

If you’re hesitating about signing up for one of our online programs because of the assumed investment, we’re here to dissolve your fears. Our programs aren’t just affordable. Some of them are 100% free. With online training, you don’t have to pay for travel expenses, airfare, or accommodations to educate your people, either. For a large employee audience, online learning can be cost-effective and efficient.

2. 24/7 Access

With many online programs, participants can engage at any time. If they need access to specific information, they can find it instantly – from any location. This comes in handy when employees are based in different time zones and running on different timelines. 

Everyone can progress at their own pace as well. No more waiting for the slowest in the group to catch up or trying to race through the material to compete with the top performers. Employees can take their time and chart their own courses, leading to deeper understanding and better retention.

3. Increased Productivity and Performance

With traditional forms of training, it can be challenging to track and measure results. Identifying where your team is growing and improving can require extra work, like observing employees and assessing their efforts. This is not the case with online programs. 

With analytics and reporting tools, you can track different aspects of employee training. Monitor each participant’s progress and discover their top strengths and weaknesses. Then learn how to use their greatest strengths to your company’s advantage for maximum results and ROI.

4. More Personalized Experiences

Employees aren’t forced to stick to a rigid timeline, itinerary, or training path. They can personalize their learning experience to address their personal goals, needs, and challenges. Different teams can prioritize lessons that benefit them the most, rather than following a broad, catchall program that only lightly touches on their primary objectives.

Who Can Benefit Most from Our Training Programs?

If you’re a medical supplier – a distributor or manufacturer – and sell products to either distributors or end-users, we highly encourage you to give our programs a shot. We partner with some of the top suppliers in the nation, including Olympus, Johnson & Johnson, and Stryker. Whether you’re selling products directly to hospitals (B2C) or through distributors (B2B), you can benefit from our top-notch training programs.

The Hottest Training Programs on Our Docket

We have several unique programs to help train distributors, manufacturers, and end-users to learn new skills, like speaking confidently about the products they’re selling, fostering user interaction, and much more. Here’s a rundown of three of our top programs.

2-Minute Drills

Our two-minute “conversation starters” will provide your sales team (or end-users) with the language and tools they need to talk fluently and persuasively to win new clients. Your sales reps can prep before essential phone calls by running through their target buyers, key selling features, and engaging questions to ask.

You can access 2-Minute Drills via the RepConnect app or email. The program is mobile compatible, making on-the-go training a cinch.

Start drilling down.

Education OnLine (EOL)

EOL is a complimentary training program for distributor sales reps. Its online modules combine product knowledge with specific sales applications. EOL can effectively teach your dealer representatives to drive sales and increase visibility.

Some of the world’s leading distributors and manufacturers use this comprehensive program for in-service training, internal manufacturer training, and more. Companies like McKesson, Cardinal, Henry Schein Medical, IMCO, and NDC learn and earn using EOL. Are you ready to join them?

Visit EOL to get started.

Market and Custom Training Programs

Last but not least, we want to highlight our comprehensive, customizable training programs. These online modules focus on market concepts and trends. We design these training sessions and interactive webinars to foster user interaction. In the past, we’ve created programs around Healthcare Reform, MACRA, PAMA, and much more.

Contact Share Moving Media for More Information

How about it? Are you ready to crush the competition by incorporating online training into your workplace? If you’re interested in learning more about any of the programs mentioned above or other programs that may be available to you, just let us know. We’d be thrilled to pick up the phone and chat or communicate with you via email – whichever you prefer.

Contact us today!

Increasing Your Market Share with Share Moving Media

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

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

How We Can Help You Increase Your Market Share

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

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

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

Why Does Your Business Need Content to Gain Market Share?

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

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

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

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

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

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

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

3. Build trust and earn long-term loyalty.

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

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

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

Who Can Benefit from Joining Forces with Us?

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

How We Help You Gain Market Share

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

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

Gain Market Share with Strategic Content

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

Contact us to learn more.