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CRM for Healthcare Vendors: How to Excel at Customer Relationship Management

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Whether you are in hospital distribution or medical sales, customer relationship management (CRM) is an essential strategy for any business in the healthcare supply chain. Building a customer base takes time, effort, planning, and effective execution. First, your company must educate prospects and attract them to your services. Then, you build engagement and develop customer loyalty through valuable messaging and superior service. This process is called CRM.

Consumer needs are constantly changing, especially in the healthcare industry. New research findings, government regulations, technological advancements, and new medications, all impact the decisions of healthcare consumers. For this reason, healthcare suppliers need a deep understanding of their prospects’ needs and concerns to effectively guide their campaign strategies and increase market share. This is why CRM for healthcare vendors is so important. 

Benefits of CRM for Healthcare Vendors

CRM is essential to your manufacturing business development strategy because it provides invaluable insights to guide your marketing campaigns and the way you approach your prospects. 

CRM allows you to:

  • Analyze opportunities: You can assess the market and prioritize your efforts.
  • Predict your audience: Based on behaviors, trends, and demographics, you can gauge which prospects are potential customers.
  • Engage your users: You’ll know how and when to reach both current and potential customers to maximize their engagement and build customer loyalty.
  • Prove your impact: CRM enables you to track your progress and share results with stakeholders.

CRM is critical in identifying your target audience, understanding what they want, and continuing to build a relationship with them in the future. CRM for healthcare vendors helps suppliers streamline their processes while nurturing leads, improving the quality of leads, and increasing conversion rates. All of these are essential to business success.

Where CRM benefits your organization the most is in aligning marketing and sales departments.

It does so by:

  • Improving communication: Managers can track the success of each department’s approach and maintain open dialogue through shared records.
  • Providing deeper insights: Shared results give both departments full access to lead contact information, including details like competitors, background, and brand interaction.
  • Bridging gaps with shared goals: Sales and marketing work side-by-side in defining lead generation and nurturing strategies. 
  • Streamlining efforts: Both departments can see where each prospect is in their user journey. This allows marketing to create more effective messaging and sales to approach interested parties with more focus.

CRM creates opportunities for teamwork that help marketing and sales departments work together to generate quality leads and sales growth.

5 Ways Healthcare Vendors Can Excel at CRM

CRM is an effective way for healthcare vendors to target, nurture, and retain potential customers efficiently. Here are five ways healthcare vendors can excel at CRM.

1. Identify Your Target Audience 

Healthcare suppliers can use CRM to pinpoint strong market opportunities and make educated decisions about where and how to allocate their marketing budget. Learn about your target audience by:

  • Analyzing yearly trends: Compare data year-over-year to determine a customer’s average financial value and predict their future value.
  • Assessing demographics: Look at quantitative and qualitative traits, from gender and age to professional background and user behavior. Identify patterns, healthcare needs, and general trends to develop a more in-depth understanding of your audience.
  • Finding opportunities by location: CRM helps to determine ideal populations by geography given demand, need, digital engagement, and risk. 

Once you have a better idea of who your target audience is, you can begin to develop campaigns tailored to meet their needs and increase the likelihood of converting them to customers.

2. Predict Highest Value Customers 

CRM provides predictive models to discover prospective customers most interested in getting your messages. This allows you to locate, contact, and engage them more easily, which maximizes your marketing approach. 

There are lots of CRM tools available, but you need to realize that not all systems are the same. Understand the predictive models provided by your program and gain an understanding of what they reveal about customers who could benefit from your services, how best to reach them, and how much revenue you can expect to make from each one.

3. Segment Your Audience 

Once you have a better understanding of your target audience, you will want to categorize them into meaningful segments to tailor content that resonates with their needs. Personalized messaging that provides value to an audience is more likely to engage them and entice them to convert to a customer. When you group them into segments, you’re able to further define their needs by identifying personas that shape your custom messages.

Personas can be anything from medical needs or financial value to purchase behavior or job title. They should be specific enough to differentiate distinct identifiers among your target base. To track your efforts and measure your results, audience segments should be distinguishable in your CRM database.

4. Understand the Customer Journey 

Enlist journey mapping to recognize opportunities throughout the customer journey where prospects can be encouraged to take action. When you have a deep understanding of the customer journey, you can develop effective messaging and track useful conversion metrics. Use your audience segmentation to strategize detailed customer points of entry, identify the conversions you’ll measure, and relate them to your marketing goals.

As you begin to gather campaign data, you can analyze the activity generated by each channel. This can help you see which touchpoints yield the most conversions. With this information, you can better see how the customer journey is impacting your overall ROI.

5. Assess Your Omnichannel Approach 

An omnichannel approach allows you to expand your reach through various platforms. However, it can be difficult to track results to see how well your campaigns are performing. CRM provides dashboard capabilities to help you assess results by individual channels or across all channels. 

This information lets you see which channels are performing well, and where there is room for improvement. You can track which pathways are driving conversions most effectively and set realistic goals to ensure you arere constantly improving your approach.

Trust the Experts to Help You with CRM

CRM plays a major role in the success of any healthcare business. Share Moving Media is a full-service content and media company that helps healthcare suppliers attract, reach, and retain prospective customers through effective marketing strategies. 

Contact us today to learn more about CRM for healthcare vendors.

6 Insurance Trends Everyone in Healthcare Should Know About

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The healthcare insurance industry is constantly evolving. From the landmark 1965 bill that established Medicaid and Medicare to the Affordable Care Act’s enaction in 2010, many landmark moments have helped shape the modern insurance field. Of course, some healthcare insurance trends are more subtle — but just as important to know about regardless, especially if you’re in the healthcare field.

6 Insurance Trends to Look Out for in 2021

The health insurance industry is evolving rapidly due to various factors, from the uptake of cutting-edge technologies to the impact of COVID-19. Here are some changes to keep an eye on in 2021.

1. Changing Demographics are Impacting the Need for Insurance

Overall, the consumer demand for health insurance is growing worldwide. There is a growing middle class in emerging markets (such as Argentina and Vietnam). This expanding consumer base means more people have the money needed to spend on expanded health insurance coverage.

In developed countries, demand is rising because populations are aging. For example, in the United States, the aging baby boomer population has caused the 65+ demographic to grow by one-third from 2010 to 2020. More people need longer – and often more expensive – care. This shift is expected to result in more private insurance spending and out-of-pocket spending,

2. Insurers are Ramping Up Digital Capabilities for More Virtual Care

The COVID-19 pandemic forced people around the world to stay home to minimize the risk of infection. As a result, telemedicine took off. Health insurers have taken note of this trend and acted accordingly, implementing more digital wellness initiatives. Companies are also presumably eager to minimize the detrimental health impacts of COVID-19 that might cost them money (e.g., a sedentary lifestyle, isolation).

For example, Optum, part of United Health Group, established a virtual community center to encourage elderly individuals to stay fit during the pandemic. The offering included mental health classes, nutrition tips, and free online exercise courses. Such digital capabilities will likely become part of the “new normal” – not a fleeting healthcare insurance trend but a lasting shift.

3. Tech Giants are Entering Insurance with a Focus on Improving Customer Care

Diversification of players is another critical healthcare insurance trend to monitor. Big tech companies, in particular, are shaking up the landscape. These power players are investing in health tech startups to boost their expertise, collaborating directly with insurers, and (of course) using their technological prowess to revolutionize the ways that health is handled.

For example, cloud-computing technologies combined with natural language processing can mine information from diverse health databases. This mass of data can then be analyzed using cognitive computing and AI, allowing for more accurate and detailed insights regarding health outcomes based on real-world evidence.

Tech companies are also bringing a more consumer-centered approach with them, causing marketplace disruptions. Google put an impressive $225 million of funding into Oscar Health, which offers direct-to-consumer health insurance. Another example: Apple and Anthem are collaborating to see how wearables like Apple Watch can enhance patient-driven asthma management.

4. Artificial Intelligence is Improving Claims Processing

As tech giants enter the healthcare industry, they are bringing their cutting-edge tools with them. Artificial intelligence is one example, with AI poised to transform claims management. AI systems can be used to automate early-stage processing of claims – for example, checking that all information in a claims request is provided and following up in case of missing details.

AI-based solutions can also be used to flag fraud or improve auto adjudication of claims. For instance, U.S.-based insurer Humana is working with tech giant Oracle to develop claimed real-time adjudication. This can save time, money, and manpower. It also benefits the end-user. By streamlining claims processing, insurers can help patients get the money they are due faster.

5. Data Interoperability is Allowing for Better Coordinated Care Delivery

The health insurance industry consistently deals with large amounts of sensitive patient data. Effective interoperability across disparate technological systems can allow for a more streamlined exchange of medical information, ensuring better, more efficient care delivery. Unfortunately, different healthcare IT systems often lack the common standards needed to share and interpret data seamlessly.

This is an issue that healthcare providers, insurers, and governments are working to fix. For example, the Global Digital Health Partnership brings together more than 30 stakeholders – from government agencies to the World Health Organization – to improve digital health implementation. Meanwhile, the U.S. Department of Health and Human Services has put in place technical standards regarding healthcare data exchange.

COVID-19 has put added pressure on this issue, as health experts worldwide seek to exchange valuable information regarding symptoms, mutations, vaccine reactions, and more.

6. Consumers are Seizing Control of Their Care, Changing Healthcare Value Chains

The COVID-19 pandemic saw many Americans lose their jobs. This also resulted in millions losing their health insurance because many Americans still rely on their employer to provide health insurance. Thanks to the ACA, healthcare consumers have more options to get the coverage they need. This is expected to impact enrollment numbers, although it’s too soon to see precise outcomes.

Further, the value chains in healthcare are evolving, giving consumers more control over their wellbeing. Individuals with chronic illnesses in particular stand to benefit. Today, a person with diabetes can use a wearable device linked to a mobile app to monitor blood glucose levels. Simplified monitoring makes it simpler to make smart diet and exercise choices and touch base quickly with physicians.

This makes it easier to avoid the types of dangerous complications that would typically end up costing health insurers money. This signals another significant shift — towards value-based care. A fee-for-service model may be the norm now, but this approach is hampered by hugely divergent costs (of drugs, procedures, and treatments). A value-based approach may be a future solution.

Keep Up with Evolving Healthcare Insurance Trends

Share Moving Media assists medical manufacturers in leveraging changing healthcare trends to maximize market share. A full-service media company, we can help you create marketing and content campaigns to keep up with the constantly evolving marketplace. From HIPAA hot topics to co-marketing strategies, we strive to give you helpful news you can use.

Subscribe to our newsletter for the latest updates in the healthcare marketing landscape.

Want to work together? Contact us.

5 Steps to Determine Blog Frequency to Grow Your B2B Healthcare Site’s Web Traffic

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The goal of every healthcare supplier’s website is the same: drive traffic, engage an audience, and convert customers. The way to do this is through search engine optimization (SEO), and the key to effective SEO is content. The more high-quality, relevant information you post on your site, the more material search engines have to scan and index. When a site is useful to its visitors, search engines will grant it higher placement in rankings. This means more visibility and more traffic.

Blogging is the most logical way to add valuable content to your website. Today, more than 31 million Americans host a blog and post at least once a month. That’s a ton of content. The question is, how many blog posts does it take to grow B2B web traffic in healthcare? 

Quality or Quantity: Which is Better?

When it comes to content, quality will always win over quantity. You must post meaningful information that brings readers value. A single, high-quality blog post will outperform a dozen mediocre fluff pieces every time. As long as you’re producing valuable content, you can then start strategizing blog frequency to help drive traffic to your site and increase your conversion rates.

The number of blog posts it will take to boost traffic depends on several factors. Every business is different, and the needs of every target audience are unique. What works for one company may not work for another. Details like how and when an audience prefers to receive information, company size, and blog length are all contributing factors to a blog’s success. Before you can begin to develop an effective blogging strategy, you’ll need to do some research.

Understanding Google’s Approach to New Pages

To schedule a blogging plan that works, it’s helpful to first understand how Google ranks pages based on content alone. Google uses a ranking factor called QDF (query deserves freshness) that prioritizes news stories based on these types of searches:

  • Current events: timely articles that talk about things happening right now.
  • Regularly recurring events: the latest information about anticipated events.
  • Frequent updates: the most current details surrounding information that changes often.

QDF means that websites that post fresh, updated content can outperform their competitors. Whether it’s an older site that’s maintaining the relevancy of its past posts, or a new page releasing brand new authoritative content, Google rewards sites that remain consistently current.

Updated posts are especially important for healthcare blogs. Research findings, regulations, and new products are constantly changing, and people in this industry want the most up-to-date information. By consistently posting fresh content, you can increase brand awareness, position yourself as an authority in the healthcare supply chain, gain higher Google rankings, and drive more traffic to your site.

How Many Blog Posts Does It Take to Grow Your B2B Healthcare Site’s Web Traffic?

Research shows that organizations that consistently post 16 blog entries each month drive more traffic than those who don’t. While that may be a good starting point, determining the right frequency for your organization depends on several factors. Even if you were to blog every day, it can take time to develop an article that resonates with readers and drives tons of traffic to your site. 

How Often Should You Post on Your Blog? 5 Steps to Know

Here are five steps to determine how many blog posts you should publish to grow B2B traffic in healthcare.

1. Determine Your Marketing Goals 

Know what it is you’re trying to achieve with your blog posts. Identify how you can attract an audience and provide them with a positive experience. Maybe the way to do this is through guest blogs, or video content, or infographics. Find out what’s best for your audience. A plan without clearly defined goals is far less likely to succeed.

2. Assess Your Previously Published Content 

A website that already has some great cornerstone content doesn’t need to post new content as frequently. Take a look at the number of posts you already have on your blog. Of those posts, identify which ones helped you reach major traffic milestones. This will help you find the relationship between the number of blogs and how many visitors they gained. Use this pattern to plan future posts for continued success.

3. Tune In to Your Traffic Channels 

The two most prominent sources for blog content are social media networks and search engine visibility through Google rankings. Social media posts generally last for about a day. For that reason, you can’t rely on a single post to drive ongoing traffic to your site. However, search engine rankings are much more reliable. If you can create evergreen content that gets you on the front page of their listings, you’re more likely to reach more people and drive more traffic to your site.

4. Know Your Audience 

Write with your audience in mind. That means you must know their needs and preferences, like how often they want to hear from you. Some companies who increase their blog post frequency actually see a decline in traffic. Their audience doesn’t want to see so much new content so frequently.

You also need to know what kind of material is the most useful to them. Promotional posts that contain pieces of content like ebooks, webinars, or downloadable resources tend to generate the highest number of leads.

5. Sometimes It Simply Comes Down to Trial and Error 

Once you determine a blog post schedule that you think will work, give it a try. Implement different times of day and days of the week. Try various approaches to the type of content. Remember your plan isn’t set in stone. If you’re not getting the results you’d hoped for, rethink your strategy and try something new. While you want to post frequently to stay front of mind and continue to be viewed as an authority in your field, quantity should never jeopardize quality. 

Drive Traffic with Share Moving Media’s Expert Blog Strategists

A healthcare company that knows its audience and adheres to its marketing goals can create a content strategy that earns high search engine placement and drives traffic to its site. Share Moving Media is a full-service media and content company that provides healthcare suppliers with the tools needed to increase their market share. 

From hospital purchasing to hospital distribution, healthcare companies can benefit from Share Moving Media’s services in developing an effective blog post schedule that meets audience needs. 

If you’re ready to increase visibility and drive traffic to your site, contact us today.

4 HIPAA Regulations You Should Be Careful Not to Violate

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2020 was a busy year for the Department of Health and Human Services’ Office for Civil Rights (OCR). In addition to dealing with a pandemic, they resolved 19 HIPAA violation cases. Over $13 million worth of fines were paid, costing more than what’s settled in the previous years, since OCR now can implement HIPAA violations.

As a manufacturer of healthcare products, you need to ensure that the medical devices you sell comply with HIPAA regulations. If you are unaware you are in violation of HIPAA and there is a breach of patient data, you can still receive a fine. 

Knowing the commonly violated HIPAA regulations is the first step in ensuring your healthcare products are up to code. 

What are the Most Commonly Violated HIPAA Regulations? 

It can be difficult to stay current on all the HIPAA regulation changes and common violations. Here are the often-violated HIPAA regulations you should concern yourself with as a manufacturer: 

1. Securing Patient Records 

When protected patient health information is stored on an electronic device, it must be encrypted and safeguarded. While encryption isn’t a mandatory regulation, it is an effective way to prevent data breaches.  

In 2017, the Children’s Medical Center of Dallas had to pay a penalty of $3.2 million to address several HIPAA violations that spanned several years. An unencrypted BlackBerry device used by the facility that 4 HIPAA Regulations You Should Be Careful Not to Violate  contained almost 4,000 patient records was lost at the Dallas/Fort Worth International Airport in 2009. Additionally, in 2013, an unencrypted laptop that had over 2,400 patient records was stolen from the hospital. 

The hospital knew the importance of encrypting patient information after what happened in 2009, yet they continued to distribute unencrypted devices to its staff. The failure to act by the hospital and document why their devices weren’t encrypted resulted in hefty fines. 

If you don’t encrypt patient records, you will need to use another security method. Having antivirus software on medical devices and continually updating it will help protect against data breaches. Firewalls will add another protection layer, as well as difficult passwords that you must change often. You can also use some advanced privacy tools such as fingerprint authentication for critical data. 

2. Performing a Risk Analysis

If a company doesn’t perform a risk analysis routinely, they are unable to determine where there are any vulnerabilities. Any potential risk will subsequently not be addressed, and hackers will be able to access private patient information. 

In 2020, Premera Blue Cross had to pay $6.85 million in fines for a data breach that affected 10.4 million people. A data breach occurred in 2014 when a hacking group accessed Premera’s patient information system for over nine months. The hackers installed malware through a phishing email and had access to Social Security numbers, bank information, and addresses. The investigation discovered that Premera did not conduct a routine risk analysis to find and reduce any potential risks and halt unauthorized access to patient records. Due to those factors, Premera had to start a plan of action to correct where they were noncompliant. 

Conducting a regular risk analysis and taking the proper steps to address any risks will help you avoid receiving this HIPAA violation. Some necessary steps are:

  • Figuring out what patient information your organization has access to and how it is stored/transmitted. 
  • Looking at what current security programs you have in place and if they’re adequate for protecting patient information. 
  • Evaluating where your company has vulnerabilities and the probability of a hacker accessing your patient systems. 
  • Depending upon how vulnerable you and the likelihood of you being hacked, figure out your risk level.
  • Document everything along the way, including how you will work to lower your risk.

3. Having Adequate Patient Information Access Controls 

HIPAA requires that organizations limit access to patient records to authorized individuals. Not implementing proper controls is a common HIPAA violation and has severe financial consequences. 

In 2018, Anthem had to pay $16 million in fines, the highest HIPAA penalty that was ever issued. Anthem failed to implement technical procedures and policies for their electronic health record (EHR) systems, allowing unauthorized individuals access to the information. They also did not perform a routine risk analysis to identify and address security incident detections before the breach. The breach resulted in hackers having access to the data of 78.8 million people.

4. Having a Business Associate Agreement 

As a medical device manufacturer, you’re classified as a business associate. You will need to have an up-to-date HIPAA business associate agreement with any vendor you deal with that’s provided with or given access to patient information. 

Raleigh Orthopaedic Clinic, P.A. of North Carolina had to pay $750,000 in 2016 for not entering into a business associate agreement with a vendor before sending through patient information. They sent the vendor X-ray images to have them made into digital files. They came to an agreement over the phone, but nothing was put into writing and it wasn’t HIPAA-compliant. In addition to the fine, Raleigh Orthopaedic had to enact a correction plan. 

HIPAA Violation Penalty Tiers

There are different tiers to HIPAA violation penalties that you should keep in mind. The higher the tier goes, the higher the fine:

  • First Tier: The organization didn’t know or couldn’t have known about the breach. 
  • Second Tier: The organization knew or could have known about the breach but didn’t act with neglect.
  • Third Tier: The organization acted with willful neglect and they corrected the issue within 30 days.
  • Fourth Tier: The organization acted with willful neglect and did not correct the issue promptly.

Take Precautions to Avoid HIPAA Violations Today 

Following HIPAA regulations is essential as a manufacturer of medical devices. Failing to comply has catastrophic results, from million-dollar fines to employment termination and prison sentences. Communicate often with your quality assurance, regulatory affairs, and development teams to make sure the proper protocol is being followed for dealing with patient information. With everything being digitized these days, it’s vital to protect patient information and your company from any violations.  

Share Moving Media is all about providing consistent healthcare tips, advice, and research. Subscribe to our weekly The Marketing Minute newsletter. 

Healthcare Manufacturers Can’t Afford to Skip Digital PR because buyers don’t trust brands!

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When you think of public relations, what tactics come to mind?

Most healthcare manufacturing marketers or execs might mention TV ads, billboards, press releases, and even dinners or charity events.

While these traditional methods are all valuable, digital PR is the only way healthcare manufacturers can set themselves up for long-term success.

You need a multi-prong, diversified PR strategy. 

It’s really simple: Your audience spends time browsing virtual channels and consuming content, so you need to show up there too. 

Why is Digital PR Mandatory for Healthcare Manufacturers?

On LinkedIn alone, you’ll find over:

  • 7.2 million healthcare professionals
  • 850 thousand doctors
  • 188 thousand healthcare companies
  • 2.3 million nursing professionals

The point is, your audience hangs out online. They read blogs and news articles, they talk about their day, they search for solutions to problems, they research new products and brands.

Digital PR gives healthcare manufacturers leverage. 

Digital PR Adds Much-Needed Emotion to Healthcare Manufacturing 

Syringe barrels, speculums, table covers, and other healthcare supplies aren’t exactly the warmest or most wholesome products as-is. Who says they can’t be though?

Healthcare products save lives, keep people safe, promote sanitation, and function as some of humankind’s greatest achievements. That’s pretty emotional if you ask me. 

That’s why digital PR is essential for healthcare manufacturers. 

Instead of simply running ads for your products or dropping off samples, digital PR lets you create an entire aesthetic around your brand. Eventually, people will associate the emotions expressed via your PR material anytime they hear your brand’s name or see a product.

Without Digital PR, You’re Letting Competitors Take the Digital Market Share

You might not have a digital PR presence in the healthcare manufacturing realm, but you should assume your competitors do. That means you’re letting your competition soak up the entire digital audience share. 

Do some research into your competition’s online presence. What values and emotions do they want people to associate with their brand? What type of content do they produce? Where do they publish? And most importantly, how engaged is their audience?

Use the answers to set your digital PR strategy apart.

Buyers and Consumers Don’t Trust Brands

Everyone knows paid advertisements are just that: Brands paying for reach to sell products. No one likes ads and they don’t trust brands – not consumers or business buyers. 

Maintaining an active digital PR strategy lets you engage your audience in a non-promotional way, encouraging trust and loyalty.

Nine out of ten consumers buy from brands they follow on social media. Furthermore, 61% say a brand’s engagement with its audience is the most important aspect – even before transparency. 

Press Releases and Print Media Aren’t Enough to Build Connections

Niche journals, magazines, and publications are certainly an important part of any successful digital PR strategy – but they’re not enough. 

People only spend so much time reading print material. However, most of us spend several hours online each day, especially with 71% of Americans still working from home as of December 2020.

Your task is to figure out which platforms and channels your audience segments use and insert your digital PR content there.

5 Tips to Win at Digital PR for Healthcare Manufacturers

Digital PR includes both macro and micro strategies to pull off a comprehensive “image.”

At the macro level, you have:

  • Short- and long-term objectives
  • Ideal platforms to reach your audience
  • Your brand’s style guidelines to maintain a consistent voice and aesthetic
  • Editorial guidelines to keep a stable opinion/stance in thought leadership

At the micro level, use the tips below to create your healthcare manufacturing digital PR strategy.

1. Sign Up for HARO to Boost Digital PR

Why wait (and hope) for relevant journalists in your niche to find your press releases? Why not just assign a member of your team to go to the journalists when they need quotes for topics in your niche?

That’s exactly how HARO works. Help a Reporter Out sends out automated emails three times each day for the lists you subscribe to – in your case, healthcare and business. 

Someone on your team can browse the in-progress pieces and reach out to the individual journalists to provide quotes. Plus, it helps you build long-term rapport with journalists and writers in your niche – and access to their audience.

2. Partner with the Right Healthcare Influencers

Did you know half of your B2B buyers are millennials (or possibly even younger)? 

No one takes an influencer’s word as ultimate truth, but millennials are more likely to trust an influencer’s opinion (compared to your marketing content) since they aren’t working directly for your company. 

Research and choose influencers who have an engaged audience that mirrors your target market.

3. Rally Around a Relevant Cause

As a healthcare manufacturer, your brand’s image can either appear cold and aloof or warm and human. Any winning digital PR for healthcare manufacturers must highlight a relevant cause. 

Look for a relevant cause (or causes) based on the products you sell so your target audience segments will connect with the goal. Go niche when you can: Awareness, prevention, and prompt treatment of heart attacks in women works much better than the general “women’s health.”

4. Host Q&As or AMAs for Digital PR 

Video content gives you a chance to literally connect with your audience segments human-to-human. Choose someone friendly who embodies your brand’s aesthetic and values to host live Q&A videos, webinars, AMAs, tutorials, and anything else helpful.

5. Publish Thought Leadership Content

While content marketing helps you establish awareness, thought leadership helps build authority in your expertise. 

Thought leadership puts names and faces to your brand’s knowledge, opinions, values, and visions for the future – all vital for effective digital PR. Pick the right digital outlets where your target audience segments will see it.

Healthcare Manufacturers Can’t Have Digital PR Without Content

Whatever strategy you build, you’ll need content at every touchpoint. 

Social media videos, emotion-driven copy, nuanced thought leadership blogs, influencer content for sharing – content is the backbone of digital PR for healthcare manufacturers. 

At Share Moving Media, we manage a wide range of highly targeted publications online and off where we help brands like yours reach thousands of professional readers in your niche. Find the right publication for your brand now!