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Lead Generation for Healthcare Manufacturers: 5 Tactics to Keep Your Pipeline Full

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 When it comes to lead generation for healthcare manufacturers, quality is more important than quantity. Your marketing tactics need to showcase your brand as a solution that meets customer challenges and needs. If done well, your lead generation strategy will not only elevate your brand awareness and engagement but foster long-term relationships with customers. 

While the top priority for healthcare marketers is to generate leads, it’s often difficult to pinpoint which tactics will prove most beneficial to your bottom line. Let’s dive into the top tactics for you to amplify your lead generation strategy to grow your bottom line. 

What is Lead Generation for Healthcare Manufactures?

Before jumping into tactics, it’s essential to develop a strategic approach that targets your objectives. A proper lead generation strategy embraces tactics for every stage of the customer journey to attract and convert leads. 

Consider the following elements when developing your strategy:

  • Lead capture: Create a way to capture the lead’s contact information and relevant qualifying details (name, position, email, business, etc.)
  • Lead magnets: Develop quality content with an incentive that drives engagement
  • Lead qualification: Build a process that determines how likely the lead is to buy from your brand
  • Lead segmentation: Segment leads based on common attributes or data so you can deliver a personalized user experience

With the right processes in place, the key to a robust lead marketing strategy is developing quality and informative content. In fact, 96% of customers want to consume content from a brand before making a purchase decision. 

5 Lead Generation Tactics for Healthcare Manufacturers

Share Moving Media helps healthcare manufacturers increase their market share through valuable content and promotional strategies. To connect with healthcare facilities or distributors, your lead generation tactics need to boost credibility in the industry and drive qualified leads. Here are the top lead generation tools for healthcare manufacturers to use: 

1.Gated Content

Unlike normal landing pages or blog posts, gated content is only accessible to users once they fill out a form and submit their contact information. However, your content needs to valuable enough that your users want to submit their information. Consider creating interesting industry insights or in-depth data about your product offerings in the following formats:

  • White papers
  • E-books
  • Reports
  • Guides
  • Checklists
  • Online tools

Regardless of the format, make sure your website is optimized to highlight your content with a strong call-to-action and placement.

2.Newsletters

With 3.9 billion email users worldwide, developing a must-read email newsletter is a strategic way to encourage prospects to stay in touch with your brand. Utilize a newsletter sign-up form on your website to collect email addresses and share valuable promotions or noteworthy news to stay top of mind with leads. Consider improving your newsletter’s effectiveness by sending special promotions or product demos to move subscribers through your lead funnel.

3.Events

Even in the COVID digital landscape, traditional lead generation strategies like events are still a relevant way to attract your target audience. Utilize a registration form to collect prospect’s contact information for the following virtual or in-person events:

  • Webinars
  • Conferences 
  • Workshops 
  • Online classes

4.Live Chat Bots

62% of modern consumers prefer to communicate with a brand via a live chat feature. When users have questions, they expect to have answers fast. Once a user engages with your chatbot, provide an answer and then prompt them to fill out a form to speak with a representative from your company, download a lead magnet, or sign-up for a product demo.

5.Search Engine Optimization 

If you want to attract prospective customers to your content, you need a search engine optimization (SEO) strategy to target their search intent. Conduct keyword research to discover what your prospects search for at the top of the funnel so you can better optimize your content to appear in search engine results (SERP). Utilize those keywords in the following assets:

  • Evergreen content
  • Meta titles and descriptions
  • Consistent blog posts
  • Pay-per-click search marketing
  • Guest blogs on industry-adjacent platforms
  • Social media profiles and Google My Business listing
  • Press releases 

Grow with Lead Generation for Healthcare Manufacturers 

Lead generation plays a crucial role in your overall marketing strategy for your medical supply brand. With more consumers using the internet to conduct brand research before making a purchasing decision, you need to develop quality lead generation tactics that capture prospect’s attention and drive results toward your bottom line.

Increase your market share through valuable content by contacting Share Moving Media today.

Should Healthcare Leadership Be Overconfident or Uncertain?

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Confidence is an important aspect of leadership for medical suppliers. While you might be someone who tends to step back from the spotlight, your team won’t follow a wishy-washy leader and you’ll have difficulty inspiring top performance. 

However, being too confident often results in rash risks that may come off arrogant and frustrate direct reports or shareholders. The most successful leaders know that while confidence is important, you need to embrace uncertainty as well. 

With evolving business practices in the healthcare industry, leading with uncertainty doesn’t mean a lack of confidence, but rather allows you to search for a middle ground and examine a range of possible options to make the most informed decisions. Uncertainty allows you to communicate more effectively, listen to key stakeholders, and avoid the bad judgment that is often caused by overconfidence.

What’s your healthcare leadership style? Let’s dive deeper into the differences between leading with uncertainty instead of overconfidence. 

The Consequences of Overconfidence in Healthcare Leadership

Only 18% of enterprises believe that their leaders are “very effective” at meeting business goals. Making the wrong decisions in a healthcare leadership position can be the difference between growing your bottom line or losing a valuable deal that jeopardizes your quarterly earnings. 

What does it mean to be an overconfident leader? Consider these behavioral traits that negatively affect your performance:

  • Mistrust: Your peers won’t trust your decisions or authority
  • Arrogance: Overconfidence often leads to you resisting change and feedback
  • Weak relationships: Your direct reports may feel underappreciated by your communication or decision-making skills
  • Integrity: You are unlikely to honor commitments 

Additionally, leaders that lead with sales confidence are often blind to innovation and are misaligned with the company, leading to a weak sale or marketing strategy. 

Confidence Traits that Positively Affect Leadership 

However, as long as you don’t cross the threshold into overconfidence, confident leaders are still successful in leading teams for your brand’s vision. For example, confident leaders have the following positive traits:

  • Dominating projects and marketing themselves
  • Having the courage and willingness to make bold changes
  • Increased levels of energy and inspiration
  • Ability to positively represent your company to customers

Healthcare Leadership Self-Check for Overconfidence

So, how do you know if your leadership style is confident or overconfident? Consider asking yourself the following questions: 

  • Does your organization trust you?
  • Do you ask others for feedback and make an effort to implement it?
  • Do you care about others’ issues?
  • Are you balancing other perspectives? 
  • Are you a role model?

How to Use Uncertainty to Your Advantage in Healthcare Leadership

77% of employees believe that leadership trust is a key motivating factor. How can you instill a motivating work culture through effective healthcare leadership?

Uncertainty. 

Uncertainty isn’t a sign of weakness. It’s the ability to be self-aware, emotionally intelligent, and practice servant leadership to drive a successful healthcare organization. While you don’t know all the answers, you are willing to ask the right questions to make an informed decision.

Consider the following steps when implementing uncertainty in your healthcare leadership style:

1.Identify What You’re Uncertain About

Where is your uncertainty stemming from? What specific part is causing concern? Your uncertainty is often associated with an upcoming event, decision, or action. Depending on your brainstorming style, consider writing down your thoughts in a notepad and creating an actionable list to help you make an action plan. 

2.Select Actions that Will Propel You Forward

Once you have your thoughts laid out, you’ll want to develop a strategic action plan. Your action plan shouldn’t be just built on your assumptions, but instead, use real-time data and other perspectives to determine how your decision will affect your healthcare organization’s objectives. Don’t be afraid to hold meetings with other key stakeholders to dive into the scope of the project more deeply before making the call.

You’ll also want to consider who or what your decision impacts and any long-term implications. It’s wise to think about the timeline, resources, budget, and even a testing strategy to ensure your decision drives the best results. 

3.Measure and Repeat the Process

If you’ve implemented your action plan, you’ll want to measure the success of your decision and the impact you made on the project or company growth. Do you feel confident in your decision? Did your decision propel the company or your team? You can drive real results by holding follow-up meetings to breakdown the success of the project or analyze metrics that showcase positive growth.

Elevate Your Healthcare Leadership Strategies

To drive innovation and growth, your medical supply brand needs both confident and uncertain leadership. While it’s important to be a confident leader that can inspire your company, you also need to lead with uncertainty to ensure you’re not taking unnecessary risks. 

Ready to feel confident in your content marketing? Contact Share Moving Media today.

How Content Marketing Aids Healthcare Sales Reps at Explaining Product Value

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Content development enables sales teams to drive brand awareness, demand, and convert leads into loyal customers — making it a direct connection to your ROI and buyer engagement.

Situated throughout the lead funnel, effective content development also gives your sales reps everything from website content and presentations to nurtured qualified leads throughout the entire buyer’s journey with advanced case studies and whitepapers. 

When you have a sales enablement strategy in place, utilizing the right types of content can benefit your overall bottom line and create more cohesion between your internal teams. After all, 73% of sales teams agree that cross-functional collaboration is key to the overall sales process.

Let’s take a look at what sales enablement is and how you can develop impactful content to aid healthcare sales reps.

What is Sales Enablement for Healthcare?

Your medical distributors are an integral part of your business, responsible for selling your products to healthcare facilities across the country. Since they’re spread throughout different regions, it’s essential to arm them with content resources that successfully educate key audiences on your product’s use cases and benefits.

Sales enablement is the process, technology, and content that empowers these sales reps to sell your product effectively. When you provide content that educates, offers solutions, and breaks down barriers, you enable reps to improve their sales conversions and ultimately spend more time selling.

77% of companies currently use a content marketing strategy to empower sales teams. You can get started with the following steps:

  • Understand what makes your customers move through your buyer’s journey and create content for every stage 
  • Develop customer-centric content that targets pain points and positions your product as the solution
  • Make content accessible to your sales teams, such as using cloud storage or CRM tool
  • Utilize sales analytics to understand what content your reps using and where you can improve

By aligning distribution sales reps and marketing teams to create quality content, you’re more likely to see higher engagement and conversion rates.

6 Types of Content that Aids Healthcare Sales Reps

By developing a sales enablement strategy, you can create content for every interaction your distributors have with existing and potential customers. Here are a few types of quality content to aid healthcare sales:

1.Competitor Research

If you understand your customer’s pain points and needs, it’s essential you analyze where you stand amongst the competition with real statistics. To create successful competitor analysis, you also need to educate your sales teams on how they can persuade potential customers to make the next final conversion step by filling in your competitor’s gaps and highlighting the success of your products. 

2. Case Studies

Case studies are true testaments to your products and help prospects resonate with your brand. High-quality and customer-centric case studies demonstrate your audience’s struggles and showcase how your services are a valuable solution.

You can develop case studies in several ways:

  • Written testimonials
  • Video interviews
  • Reviews

4. Blog Posts

Blog posts are utilized in an early stage, search engine optimization (SEO) marketing strategy, but they are also valuable sales tools to help nurture prospects. While they typically live on your website, you can turn your blog posts into one-page reference flyers for your sales team to quickly send to customers.

4. Ebooks or Whitepapers

High-quality ebooks and whitepapers often provide in-depth educational material and statistics around your product’s benefits. Typically used in the early stage of the sales process, they are ideal for a quick pitch or last-minute call to provide additional information and proof. 

5. Video

Video marketing results in 66% more qualified leads in your pipeline. By developing education video content, you can explain your product’s benefits, features, and even instructions beyond your sales rep knowledge. Videos are also more digestible and hold attention for longer periods, so they are excellent material to showcase in a presentation, webinar, or email. 

6. Onboarding Content

Often overlooked by marketing teams, developing engaging onboarding materials help train your sales reps on how to effectively sell your products. Not only does onboarding content provide valuable company and product information, but it also establishes your ideal sales pitch for each customer interaction, so your reps feel confident nailing the sale.

Start Developing Content to Aid Healthcare Sales and Boost Your ROI

For marketing to impact the success of your sales reps, it’s essential to develop quality content that meets their needs, helps streamline the process, and improves your ROI. Your content should not only affect each stage of the buyer’s journey but also help your team be more prepared to interact and educate customers. When marketing and sales collaborate, you’ll be more equipped to engage and convert your customers into long-term brand advocates.

If you’re ready to develop content that empowers your healthcare sales reps, contact Share Moving Media today.

A Guide to Healthcare SEO for Smart Manufacturers

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Search engine optimization is one of the most effective inbound marketing tactics you can employ as a healthcare manufacturer. SEO optimizes your company website so that it ranks higher in search engines like Google, driving organic, unpaid traffic to your primary sales portal.

This allows your target audience to find you naturally on the internet based on their interests. Instead of blindly trying to target potential leads, you will have potential leads coming to you. These leads will already have an expressed interest in your market area, making them more likely to convert.

Done right, SEO can drive conversion rates of 14.6%. Consider that traditional media advertisement has a conversion rate of 1.7% to put that into context. Given those statistics, it’s no wonder that more companies are investing in SEO.

That said, SEO marketing for healthcare sales requires a unique approach compared to other industries. This guide explains the complexities of SEO in healthcare and provides step-by-step guidance to help you improve your search engine page rankings.

How the “Your Money or Your Life” Principal Impacts SEO in Healthcare

Google, the primary gatekeepers of SEO rankings results, is incredibly strict regarding so-called “Your Money or Your Life” (YMYL) sites.

YMYL content is information that could impact an individual’s health, safety, emotional well-being, or financial stability if it’s presented untruthfully, incorrectly, or deceptively. Examples of YMYL content include medical and financial advice.

Smart manufacturers must present their products objectively and ensure any medically relevant information is clear and factual.

A Quick Guide to Healthcare SEO

When someone types a phrase into Google – say “hearing aid manufacturer” – they get many search results pages. Being at the top of that first page of results boosts your website’s visibility dramatically. Research reveals that the first position in the SERPs achieves an average click-through rate of 28.5%. The CTR drops to 15% for the second search result and continues to decrease, with the search result in the tenth position achieving a CTR of just 2.5%.

Here’s how to increase your odds of climbing the SERPs.

Ensure Your Content Meets the E-A-T Principle

High-quality, value-added content is critical to successful SEO, especially in the YMYL category. Your content should meet Google’s E-A-T guidelines, demonstrating expertise, authoritativeness, and trustworthiness.

You can boost your EAT score by citing high-quality sources, for example. Always provide data for any assertions you make, ideally with citations to reputable “.gov” or “.edu” sources. Medical journals are also a great source.

Make Your Website Technically SEO-Friendly

Your content further needs to be optimized for SEO. This is a way of structuring your on-page content so that Google’s algorithm-driven bots can “crawl” through it, figure out what it’s about, and confirm its relevance and value for internet users.

Here’s a quick on-page SEO checklist to get you started. For each page on your website, you should:

  • Select one primary keyword to include in the content.
  • Choose three to four secondary keywords to include in the content.
  • Add the primary keyword in the webpage’s title tag, meta description, and H1 header.
  • Break up content into scannable chunks with H2 and H3 headers.
  • Include at least one image.

If you want to know more about technical SEO, Google offers a wealth of resources.

Tap into the Power of High-Value Backlinks

Google recognizes a website as trustworthy and providing valuable content to consumers via backlinks – when other websites link back to your website. Getting high-quality backlinks from high-ranking, authoritative sources is a great way to improve SEO results.

Getting backlinks from respected healthcare publications is one option. You can further drive valuable clicks by publishing your blogs, whitepapers, and more on platforms like LinkedIn or Medium.

Infographics are another great trick for generating high-quality backlinks. An attractive visual with relevant, industry-specific facts or statistics is share-worthy. Create your graphic, email it to thought leaders in your field, and invite them to share it. They should include a backlink when they publish it.

Don’t Forget to Make Your Site Mobile-Friendly

Google ranks mobile-friendly websites higher. Ensure your website is mobile-friendly, both technically and in terms of content structure. For example, since mobile screens are smaller, it’s best to use larger fonts.

To get you started, Google has a free tool that can tell if your website is mobile-friendly. It even gives you hints on how to improve, for example, by telling you if the text is too small to read or the links are spaced too closely together.

Boost Your SEO Today

Share Moving Media is dedicated to helping medical manufacturers boost sales and increase market share. From blogs to white papers, our value-added content marketing in healthcare can help you climb the SERPs.

Subscribe to our newsletter to learn more about digital advertising in healthcare. Want support for your SEO strategy? Contact us.

Healthcare Manufacturers’ Top Healthcare Marketing Trends for 2021

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Successful marketing relies on planning. Strategizing is even more critical in the competitive healthcare field. The medical device market alone is expected to reach $208 billion by 2023, and many companies are competing to dominate this lucrative market.

Getting ahead of the healthcare marketing trends in 2021 can help increase your market share.

5 Essential Healthcare Marketing Trends for 2021

Marketing will increasingly take a consumer-first approach. Businesses now recognize that by meeting consumer demand, they foster loyalty and encourage engagement, which ultimately boosts the bottom line. 

As you create your marketing strategy for the year ahead, take these consumer-first healthcare marketing trends into account.

1. Voice Search is Gaining Ground

Improvements in artificial intelligence and modern voice recognition technology (Alexa, Google, Siri, etc.) are reinvigorating voice search marketing. Instead of typing queries into search engines like Bing and Google, consumers are making requests verbally.

Traditional search engine optimization is geared towards writing. Modern SEO must be geared toward talking. Voice queries are lengthier and more conversational. Instead of typing in “new medical device 2021,” a person might ask, “What new medical devices are coming onto the market in 2021?”

Cater to the consumer desire for voice-driven tech by adapting your SEO – one of the most impactful content marketing techniques you can use. By driving organic traffic to your website, SEO attracts leads that are already interested in your content.

2. Retention Marketing is the New Priority

Retention marketing is expected to be one of the dominant marketing trends for all industries in 2021. This strategy focuses on fostering loyalty among existing customers instead of attracting new customers. This allows for continual sales at a lower cost per sale since you don’t have to invest in lead generation.

Retention marketing techniques like cross-selling and upselling are critical to success. If you have a customer that’s currently only buying one product from your company, look at ways to maximize that profit. Are there other products relevant to their field? Is there a chance to up their existing order?

You can also nurture your customer relationships and boost engagement through non-sales activities. Providing educational opportunities like webinars is a great way to give your clients added value that keeps them coming back.

3. Content is Still King

Content will remain a critical cornerstone of successful healthcare marketing strategies in 2021. Content marketing can include everything from blogs to thought-leader articles in healthcare publications, social media activity, and more.

The key to success is consistency. You have to publish regularly, creating value-added content rooted in keyword research that reflects your target audience’s needs. A mix of long- and short-form content is ideal, allowing you to cater to different media platforms, e.g., a medical magazine versus social media.

To take your content to the next level in 2021, make it interactive. Interactive content captures the user’s attention span for longer. Quizzes, videos, and infographics are all great ways to engage users actively. Visually driven content is also popular and highly shareable.

4. The Chatbots are Set to Take Over

AI technology has improved the functionality of chatbots immensely. In the past, this tech could do little more than give a standard greeting and then direct the user to an alternative resource (like a customer service email) for real help.

Today’s chatbots are fast, responsive, and intelligent. Need proof? The technology is so advanced that it’s been used to conduct COVID-19 risk assessments in 2020, alleviating the burden on overworked healthcare professionals.

Incorporate chatbots into your website to provide your clients with an improved online experience. A chatbot offers immediate assistance, decreasing wait times and increasing customer satisfaction.

5. Nostalgia Marketing Has Customers Looking Back

So far, this list has been all about modern approaches, with a heavy emphasis on tech. Consumers don’t just want what’s shiny and new, however. Nostalgia marketing is a significant trend to watch out for in 2021. This emphasizes human connectivity and authenticity.

To make the most of the nostalgic mood, capitalize on the moment’s cultural trends – or consider reintroducing a discontinued product or service. If you previously held informational podcasts about your product line, for example, consider bringing this back.

Prepare Your Healthcare Marketing Strategy for 2021 Now

Share Moving Media can help you harness the power of 2021’s top healthcare marketing trends. As a full-service media and content agency, we help medical manufacturers keep their marketing current to boost healthcare sales. Our quality content includes blog posts, podcasts, webinars, ebooks, and more.

Sign up for our newsletter for the latest healthcare marketing trends. Want support for your 2021 strategy? Contact us today!