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3 Critical Metrics You Must Measure for Long-Term Brand Loyalty

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Customer loyalty is one element of success for any business. Once you’ve won a client’s trust, they will return to you repeatedly without new sales and marketing efforts on your part. If they love your product or service, they may even recommend it to others, serving as a free brand ambassador for your business. Brand loyalty in healthcare manufacturing is especially critical due to the competitive nature of the industry.

The healthcare marketplace is challenging. You’ve undoubtedly experienced the struggle at some point – having difficulty getting new leads or, even worse, thinking you’ve locked in a new lead, only to have it snatched away by a competitor.

In this business, long-term brand loyalty is worth working for.

But how can you know if you’re succeeding in maintaining that high level of trust that will keep a customer by your side for months, years, or even decades?

You can use a few metrics to check if your brand is resonating with consumers and winning them over.

Understanding the Value of Brand Loyalty

We aren’t alone in our emphasis on the importance of brand loyalty. In the year ahead, retention marketing is expected to be one of the biggest marketing trends. Instead of exclusively trying to attract new customers, professional marketers are refocusing on keeping existing customers happy.

Why the shift?

It’s a simple numbers game: With effective retention efforts, you can enjoy steady sales without paying big bucks for lead generation. This allows for a lower cost-per-sale investment overall.

Ideas for Boosting Brand Loyalty in Healthcare Manufacturing

There are a few ways you can nurture brand loyalty in healthcare manufacturing.

You can try personalized cross-selling and up-selling, for example. Check your database of existing clients. What products are they ordering, and what products could they benefit from? Giving customized recommendations for useful items your customers can actually use shows you’re paying attention to their needs.

Think of it like the “Customers Also Bought” function on retail e-commerce websites like Amazon. If you buy a flashlight, do you also need to buy batteries? If you buy leather boots, do you need a leather protectant spray? Those little suggestions are surprisingly useful sometimes.

Another tactic is to boost brand engagement with useful content. For healthcare manufacturers, this could come in the form of information-packed blogs, webinars, or social media content that’s relevant to your target audience.

Notice, we said information-packed – not promotional! Say you sell cardiac stents, for example. Instead of writing a blog that pushes your product, write a blog about the latest stent research or live-tweet an event, like the World Congress on Cardiac Surgery and Medical Devices.

Why do these techniques work?

They show that you care about your consumer and your consumer’s wants and needs.

According to Harvard Business Review, successful modern brands don’t focus on buyers but on users. That means instead of aggressively pushing products – consumers are too savvy for that now – they aim to make the consumer’s life easier. Isn’t that what we all want?

3 Metrics for Measuring Brand Loyalty

So, now you’ve got some idea of how to harness brand loyalty in healthcare manufacturing. But how can you be sure your efforts are working? 

Let these three metrics be your guide.

1. Content Engagement

We talked about using content to engage with customers and nurture their loyalty above. To see if your content strategy is working, you have to check your engagement levels. The precise metric will vary depending on the content format.

For social media, engagement can be measured using figures like clicks, likes, and shares.

Also, don’t forget the comments! A Facebook post with 500 likes but zero comments is arguably less valuable than a post with 300 likes but 100 comments.

Why? Comments show a more active interest. They require more than the click of a button. Comments can spark debates and discussions, allowing your brand to reply directly to consumers. This creates a more personalized engagement situation.

For podcasts, engagement might be measured by the number of listens, downloads, and likes. For webinars, it’s all about how many people tuned in. Email, however, is about the number of opens and clicks your content gets. Metrics need to be tailored to the given format.

2. Repurchasing Figures

Your customers can tell you whether they’re loyal to your brand or not – and they can do it without saying a word. Periodically revisit your sales data and check client behavior over set periods (e.g., monthly, quarterly, annually).

Specifically, look for repurchasing levels. This allows you to calculate the overall retention rate (proportion of returning customers versus new customers).

Analyzing repurchasing metrics may also allow you to regenerate leads. For example, if a customer who was a regular has suddenly dropped off, follow up. Did something happen that turned them off? Targeting issues will ultimately allow you to improve brand loyalty in healthcare manufacturing.

Also, keep an eye out for multiple product purchases. This is a great sign. It often means a customer was happy enough about their product purchase – and their experience with you as a provider – and thus expanded their order.

Conversely, follow up on orders that have decreased.

3. Reported Customer Satisfaction

Last but not least, if you want the harsh truths as to how engaged and loyal your customers are, go to the source: ask them directly.

Inviting your customers to provide feedback shows them you care about their opinion. It also gives them the chance to tell you where they’d like to see improvement – and gives you the opportunity to make changes accordingly.

Survey tools like SurveyMonkey are a great way to solicit feedback.

Keep your survey questions pointed and specific. Don’t just ask, “Are you happy with your experience?” Ask about their satisfaction with particular parts of the customer process, like placing an order, paying, or follow-up customer care.

Get Support for Your Brand Messaging in Healthcare

Share Moving Media is a full-service media company that supports healthcare suppliers in building trust among their consumers and increasing their market share.

We help our clients leverage top-quality content to boost brand loyalty in healthcare manufacturing. Subscribe to our weekly newsletter, The Marketing Minute, for more best practices.

Want help with your healthcare marketing? Contact us.

Email Marketing for Healthcare: Reaching the Right Audience

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For the healthcare industry, email marketing is an effective way to communicate information about your services to current and prospective customers. From manufacturing processes and new product introductions to policy changes and event announcements, email marketing for healthcare is a convenient way to reach a large number of people with minimal effort and expense.

When used correctly, email is an extremely powerful marketing tool. Not only is it a leading method of communication (3.9 billion people worldwide used email last year), but it also allows you to target a specific audience,  reaching the right person at the right time. The key to improving open rates and increasing ROI is personalization. 82% of marketers who used email personalization saw an increase in open rates. 

Many people have difficulty navigating the healthcare supply chain. With so many products and services available to the industry, making decisions for hospital purchasing can be confusing. That’s why digital marketing in healthcare is important. Your customers appreciate receiving information to inform, educate, and help them make the best decisions to benefit their business and their end users. 

Email marketing is only effective if you reach the right audience. Through custom content and careful planning, your email marketing campaign can engage your readers, generate new leads, and increase your healthcare manufacturing business.

5 Steps to Reaching the Right Audience with Email Marketing for Healthcare

Today’s consumers have come to expect a certain level of personalization. Without customized content, recipients are more likely to delete unread messages – or worse, mark them as spam. 

Though highly effective, email personalization only works if you understand your target audience. Here are 5 steps to creating personalized content and reaching the right audience with your email marketing campaigns.

1. Gather the Right Data 

Any successful email campaign begins by gathering user data. 

Carefully consider the information you want to collect from your audience. After all, your contact list will only be as strong as the information you put into it. 

What details about your audience would help you personalize a message for them? Identify those qualifiers and be sure to capture that information in your registration forms.

2. Familiarize Yourself with Your Audience 

Take some time to explore your contact list. Note things like company, gender, end users, and manufacturing needs. 

Identify which people share commonalities and determine whether you can group them together. Use that information to create personas for your most frequent customers. Use quantitative categories like age and employment as well as qualitative data like behaviors and interests.

3. Use Audience Segmentation

Categorize your audience into like groups. Develop and test messages to them based on their common traits.

Whether you use information you’ve deduced yourself or data you’ve collected through surveys or questionnaires, consider segments like:

  • Demographics: Narrow your audience by commonalities such as age, gender, job title, and medical field.
  • Consumer cycle: People have different needs based on where they are in their journey with your business. Current customers might like emails about updates to your shipping policies while new customers would rather hear about introductory offers. 
  • Prior campaign history: Determine how people responded to previous email marketing campaigns. Look at open rates, engagement, and testing, and use that data to develop effective follow-up emails.

Audience segmentation can help you create tailored email content that your readers will find meaningful. Customize your emails for each segment so you touch on what’s important to them. This will boost engagement and increase conversions.

4. Employ Audience Mirroring 

Email marketing for healthcare is effective in maintaining your existing following as well as attracting prospective customers. 

By gaining a complete understanding of your current audience, you can create segments that mirror those groups. Create content that has been successful with your primary audience and simply use that to target new groups. 

Audience mirroring not only allows you to increase your marketing channels. It also helps you generate like-minded leads with minimal effort.

5. Personalize All Content 

Consider every aspect of your email message, from the subject line to the body text to the images supporting your text. 

Emails are full of opportunities for personalization. Use readers’ first names in subject lines or to begin the body text. Avoid stock images and instead, incorporate images of the readers’ location. This can increase click-through rates by 29%. 

You can even customize the From field in your campaign. All these details provide a tailored message that resonates with readers and makes them feel valued.

Develop Targeted Email Marketing Campaigns with Share Moving Media

For the healthcare industry, email personalization is key to reaching the right audience. Leave email marketing to a full-service media company like Share Moving Media so you can focus on running your business. 

Share Moving Media develops and distributes compelling, quality content that prospects want to read. Let us help you raise your market share in the healthcare industry with an email marketing campaign that gains new followers faster. 

Contact Share Moving Media today for help with your next email marketing campaign.

The Proof is in the Pudding: Who is Talking About Your Product?

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As a medical supplier, you may cater to everything from integrated delivery networks to private physician practices. Whether you’re selling ultrasound diagnostics or personal protective equipment, you want to ensure your product branding in healthcare is effectively reaching your target audience.

How can you know you’re succeeding? You need to identify exactly who is talking about your product and just what they are saying – or if they’re saying anything at all. As I’ve said before, if you aren’t visible, you’re irrelevant.

Why What People Say Matters

Keeping up with consumers’ expectations and better meeting their needs is more critical in healthcare than ever before. The COVID-19 pandemic has left end-users in the medical sector holding brands to a higher standard. Knowing who is talking about your product and what they are saying allows you to focus your branding efforts better.

It can also help you save money. To raise awareness about your products, you likely engage in various marketing and advertising techniques. For example, your company may participate in healthcare conferences or leverage a corporate blog and social media to support a content strategy for healthcare.

Such initiatives cost money. You want to ensure you are investing wisely and that these efforts are effectively building brand recognition. Towards this end, you can gather quantitative data (e.g., number of product mentions in medical journals) and qualitative data (e.g., physician reviews).

As an added benefit, you may also be able to pinpoint new audience segments worth targeting, allowing you to grow your market share. Consumer feedback can even give you insights into unexpected product benefits. Remember, the blockbuster drug Viagra was initially developed to treat hypertension!

Finally, knowing what people are saying about your company and products can drive smarter brand messaging in healthcare. There’s an old saying that “perception is reality.” You may craft messages that seem to address your target audience’s needs and wants. However, that’s your perception. Real-world feedback confirms whether or not this is the case. As they say, the proof is in the pudding.

How to Find Out Who is Talking About Your Product

Ready to find out what “the word on the streets” is about your products? Use these techniques to gather the data you need to improve your product branding in healthcare.

Set Up Google Alerts

Start simple. Put essential keywords like your product and company name into Google and see what comes up. If there are recent news reports about adverse events related to your product, for example, you want to know about this so you can practice reparative public relations.

To stay abreast of updates in the future, set a Google search engine alert. You input keywords (like your product name), and Google then delivers automatic updates when these keywords appear online.

Scan Google Scholar

Reputation and trust are critical in the healthcare sector, where products directly impact patient lives. New research about products, drugs, and interventions is continuously published in medical journals and healthcare magazines, which can guide industry trends.

Instead of the basic Google search engine, input your product name into Google Scholar. If there is a mention of your supplies in medical or scientific journals, this will help you discover them.

Practice “Social Listening”

Social media is a powerful platform, and you want to know if people are talking about your products on these forums. These days, everyone has an account: physicians, patients, patient advocacy groups, hospitals, insurers, and more.

Practice “social listening” to see what they’re saying. Hootsuite is a great way to monitor social media mentions in real time.

Scan Industry Website RSS Feeds

Use If This Then That to monitor industry websites in your healthcare niche. You can use the IFTTT tool to scan the RSS feeds of multiple industry websites at once and set it up to send you emails alerting you if your brand has been mentioned.

Pay for Media Monitoring Services

Don’t have the time or energy to deal with the above steps? Media monitoring services like Cision can provide daily reports compiling the latest headlines, news, and mentions about your product. You provide specific keywords (such as your company and product name) to guide their reports.

Product Branding in Healthcare: How We Can Help

If you want to improve your product branding, Share Moving Media can help. We are a full-service media company creating everything from webinars to blog posts, e-books, infographics, and more. Our high-quality healthcare marketing tools will help your brand grow and boost your bottom line. Sign up for our newsletter for the latest news on product branding in healthcare. Ready to revamp your branding strategy? Contact us now!

Brand Storytelling in Healthcare: If You’re Not Visible, You’re Irrelevant

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Today’s world is fast-paced and digitally driven. Consumers have adopted a “need it now” mentality and value brands that prioritize instant gratification. 

As a result, brands focus on convenience instead of the personalized human touch. However, to better connect with your target audience and break the cycle of endless scrolling, it’s important to engage with them on a deeper level through storytelling. 

Brand storytelling in healthcare requires embedding skill, creativity, and vision in your marketing campaigns to evoke emotion and increase your bottom line. By telling the “why” behind your brand, you’re able to engage with your customers and give them a reason to invest in your products and services. 

You need to start sharing your story to edge out the competition. Let’s take a look at what brand storytelling is and how medical suppliers can implement it in a marketing strategy.

What is Brand Storytelling in Healthcare?

Storytelling has existed for over 27,000 years. Brand storytelling is the art of weaving fact and narrative together to communicate a message to your target audience. While you’re providing real and transparent stories, you can embellish them to better explain your core meaning. While “good” and “bad” storytelling is relative to your customer, developing a positive brand story includes the following elements:

  • Entertainment
  • Education
  • Universal
  • Memorable
  • Organized

As a medical supply brand, you can utilize storytelling to create powerful videos, testimonials, case studies, marketing materials, and more to amplify your brand.

Why is Brand Storytelling Important?

Brand storytelling in healthcare is no longer a nice-to-have. Successful storytelling allows you to boost your brand awareness, profit, and impact to drive more engagement and conversions with your customers.

Why is brand storytelling successful? Consider the following benefits: 

  • Stand out: You can gain an edge against the competition by creating a memorable narrative that highlights your products and how they have helped save lives.
  • Build loyalty: You’re not just attracting customers through a story; you’re building a relationship with people who will become loyal to your brand and products. 
  • Increase bottom line: You can boost your ROI and overall profitability through complex content marketing stories that drive engagement.

How to Create Healthcare Brand Storytelling for Your Brand

As a medical supply brand, your story can bridge the gap between your company, distributors, and the end-user to increase awareness and engagement. It’s not just a differentiator, it’s a strategic tactic that yields long-term results. Here are two types of brand storytelling for healthcare you need to know:

Data-Driven

76% of marketers fail to use behavioral data in their marketing strategy. With 149 zettabytes of data created worldwide by 2024, you can leverage data to create more targeted stories based on your audience’s preferences and pain points. 

As the key to create content that resonates with your audience, your data is one of the most powerful resources you can leverage for powerful storytelling. Consider analyzing your data from qualitative and quantitative sources to derive key insights for your stories. For example, you can use data to discover the following insights:

  • Does your audience prefer videos over static images? 
  • Do they consume short-form or long-form content? 
  • What are they searching for on search engines? 
  • How long are they engaging with content?
  • What platforms does your audience prefer?

Audience-Focused

To develop successful stories, you need to take your healthcare brand out of storytelling. While you may be accustomed to selling yourself, building impactful content needs to focus on your customers instead. The purpose of your story is to provide your audience with valuable content that evokes emotion and compels them to move forward with your products.

Brand storytelling videos are the most popular types of media marketers create. Get started by assessing your current content and note how often you mention your products or brand throughout the story. Depending on your audience needs, you can develop storytelling through the following mediums to attract customers:

  • Podcasts with industry-adjacent guests to connect with your audience on topics that matter
  • Micro-moments through videos and mini-ads that quickly bring your brand to life
  • Philanthropic news to showcase what your business cares about on social media

When you create user-generated content, you’ll be more likely to expand your reach and build trust with your customers.

Strategic Brand Storytelling for Your Healthcare Business

What’s the “why” behind your brand? Impactful storytelling is the art of highlighting your brand purpose. Without honest and transparent content marketing, your customers will likely find a competitor they better connect with. If you’re looking to build a deeper connection with your distributors, developing brand storytelling is the best way to establish long-term relationships. Looking for quality content marketing services that engage your customers? Contact Share Moving Media for more information.

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.