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E-Guide on Technical Content Marketing in the Healthcare Supply Chain

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Healthcare supply chain content marketing can help businesses promote their brand, attract new clients, and retain long-term customers. 

By providing your prospects and leads with valuable content online, you can earn their trust and win them over. Follow the tips in our e-guide to learn what technical content in healthcare is and how it can best serve your business.

Quick Takeaways:

  • Unlike a lot of technical writing, technical content is marketing-focused.
  • As a business in the healthcare supply chain, your technical content should speak directly to your customers.
  • Technical content and content marketing can help you achieve various goals like higher ROI, greater visibility and authority in your field, and new leads and customers.
  • The amount of technical content your business requires will depend on your audience, competition, industry, and goals.

What is Technical Content Marketing for Businesses in the Healthcare Supply Chain?

“Technical content” can be easily confused with “technical writing.” We’ll start by defining technical writing. 

Technical Writing

This often involves creating manuals, documentation, proposals, and other materials that help break down complex processes or communicate specialized or technical topics. Technical writers are usually well versed in a particular field of study, but they aren’t necessarily professional writers.

Technical Content

This, on the other hand, is marketing-focused. Like technical writers, technical content writers seek to break down complex subjects and create materials to help people better understand technology. But they must also understand marketing and how to communicate with the end user. Their tone and style should be conversational, easily digestible, and targeted to reach a specific audience.

Technical content is also more empathetic. Your content should connect on a meaningful level with your target audience. Prove that you can see through their eyes and understand them. Content must also be highly relevant. Every marketing material you create should have an end goal (e.g., getting downloads, email addresses, or clicks).

Technical Content Marketing in the Healthcare Supply Chain

Businesses in the healthcare supply chain should develop technical content that speaks directly to customers. If you’re a medical supplier (distributor or manufacturer), your customers probably include hospitals and doctors’ offices. Your content should address your customers’ top pain points and provide viable solutions to pressing problems.

Types of Technical Content to Consider Producing

Consider adding the following types of content to your marketing plan to engage followers and turn more leads into customers.

  • Blog articles
  • Infographics
  • Data stories
  • Case studies and customer reviews
  • Podcasts
  • Videos
  • Industry trends and news
  • Magazines and journals
  • Newsletters
  • Mobile apps
  • Tutorials 
  • Online support 

Why is Technical Content Essential in Healthcare Supply Chain Marketing?

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Technical content and content marketing can help you achieve your short- and long-term business goals.

1. Increase Visibility Online

Sharing valuable, optimized content can help you increase rankings on search engine results pages for topics your audience cares about. 

Publishing expert information on healthcare-related topics can show your audience you know your stuff and can be relied upon. According to HubSpot, web traffic is one of the top two most common success metrics for content marketing strategies.

2. Gain New Leads and Customers

Tailoring your content to reach a specific audience can help you gain more qualified traffic and leads. 

Go after people who are already seeking answers you can provide, such as authoritative information in the medical industry, and then capture their interest with valuable information. Being in the right place at the right time can trigger leads and sales.

3. Boost Your ROI

Producing technical content can also help you increase your return on investment (ROI). 

Did you know that nearly half of all marketers can’t prove their marketing efforts’ long-term impact (or ROI) using quantitative data? Don’t be one of them. Tracking your ROI can help you determine which types of content, campaigns, and channels are most effective.

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Here are some strategies to help you boost your technical content marketing ROI:

  • Publish content regularly.
  • Update old content.
  • Optimize your content for the platform, distribution channel, and search engines (if applicable).
  • Promote your content for maximum visibility.
  • Repurpose existing content for greater reach.
  • Do your research.
  • Analyze performance data.

4. Achieve Greater Authority Online and in Your Industry

By sharing relevant, valuable, and authentic information with hospitals and healthcare providers (your target audience), you can start building authority online and in your niche. 

Producing and distributing technical content can help people solve their problems. Soon, you’ll start building trust and gaining tremendous respect in the healthcare field.

How Much Technical Content Should You Produce?

You don’t want to overwhelm your audience with too much information. But you do want to produce enough content to show up as a top result for search terms related to your industry and business.

The more knowledgeable your prospects are about their problems and needs, the more quickly you can lead them toward a helpful solution (your technical product or service). 

You’ll likely need to cover various areas – targeting multiple stakeholders and their distinct pain points. Let’s say you distribute supplies to both large hospitals and small healthcare offices. Each “persona” will need different types of content to cater to their specific needs.

Your technical marketing strategy should also include:

  • Content for each stage of the buyer’s journey (awareness, consideration, and decision)
  • Different types of content offers (depending on where your prospects spend time learning and researching)
  • Opportunities to upsell your products or services through your content

The specific amount of technical content your healthcare business requires for maximum results will depend on your audience, competition, industry, and growth-driven goals.

Outsourcing Your Technical Content Creation to the Pros

64% of marketers in the manufacturing industry outsource at least one content marketing task, and 87% of them outsource content creation. If you’re ready to soar ahead of the competition and attract ideal customers to your business, we’d love to partner with you. We work with medical suppliers across the nation, helping them build quality content that gets noticed.

Contact us today to learn more!

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. 

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.

Digital Marketing in Healthcare E-guide: 5 Benefits of the Best Remarketing Campaigns

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Effective marketing strategies require that healthcare organizations focus their marketing budget on surefire methods of converting leads to new sales. Remarketing in healthcare organizations is the answer. 

Healthcare marketing is a way to keep a healthcare facility alive and well. It brings in new patients, keeps old ones coming back. Without it, what would happen? There’d be no influx of customers, and even loyal ones might drop off. 

The fact that 5% of Google searches are medical-related inquiries means that healthcare organizations need to be competitive in their marketing strategies. 

Yet, traditional marketing strategies are not as cost-effective as the latest advertising campaigns known as remarketing. If you are unfamiliar with how remarketing works, check out this digital remarketing in healthcare e-guide. 

What is Remarketing?

Remarketing is an advertising campaign that is better known as retargeting. This term better describes what remarketing is and how it works. 

Remarketing referred to as targeted ads geared towards people who have visited your website, landed on your page through a search engine inquiry, or otherwise engaged with your brand using a digital platform. These targeted ads re-engage with those that visited your site without purchasing or scheduling an appointment on their first visit. 

Remarketing allows brands to reach out via email, through CRM tools, cold-calls, or targeted ads that stream across social media, newsfeeds, and website banners. Nearly 92% of people do not purchase the first time they visit a brand’s site. Therefore, remarketing is a highly effective tool that gives healthcare organizations a chance to reach out to leads and turn them into new patients.   

5 Momentous Benefits of Remarketing in Healthcare

Marketing is an integral part of any business, but healthcare organizations may have a more difficult time attracting potential patients. Ways to improve the marketing strategy and snag new customers include remarketing ads. 

Using data collected through lead scoring systems, medical providers can advertise to specific groups who might be interested in buying products or services from them. Here are a few of the benefits of a remarketing campaign in your healthcare organization.

1. Better Connection to Audience 

Remarketing is a way to maintain your connection with customers even when they are not actively searching for you. Remarketed ads tend to be compelling and top-of-mind, which means that if someone ever makes a purchase from you in the future, there is an increased chance of them seeing one of these ads first.

The best way to get the most out of your marketing campaign is by targeting specific people at certain stages in their buying cycle. Therefore, you are not advertising to just any random site visitor. So, ask yourself which people make the most sense to retarget.  

2. Higher Conversion Rate

Online advertising is all about converting your audience into leads. Remarketing, a tactic used to display ads on sites other than yours, can help you get higher conversion rates by displaying banners even when users are not browsing your site. Ultimately this will build consumer trust and boost sales.

Create engaging content that will keep people coming back for updates on treatments, research breakthroughs, and other helpful resources. A strong content marketing plan generates leads to bolster patient retention rates by delivering tailored information at just the right time to the right audience. 

3. Increased Marketing ROI 

Adding remarketing to your campaign is a smart move for any business, especially in healthcare. The return on investment (ROI) of this type of marketing will depend on how effective your efforts are, but even so, it’s always better than not having one at all. 

Remarketing ads come with less cost per click and conversion rates when compared to traditional SEO campaigns, which means that there’s an increased chance for success if these are used first before anything else. Remember, never run a remarketing campaign unless you have enough traffic coming from other sources as well.

4. Utilizes Multiple Platforms

In many ways, the Internet has made it easier for health systems to reach patients. Campaigns on digital platforms are considerably more economical than advertising in traditional media outlets like TV and radio. Furthermore, nearly 72% of consumers prefer to connect with an organization across multiple platforms.  

There is also a comprehensive variety of tools available, such as Facebook Ads, which can be used by healthcare organizations to finely target their audience based on demographic information or even specific interests indicated through likes and posts. 

5. Most Cost-Effective

The share of global healthcare ad spend on the internet in 2021 has been 45.9% in various mediums. Therefore, remarketing ads are a cost-effective way of targeting people who have previously demonstrated their willingness to utilize healthcare services from your medical office. They have done this by viewing your website content as indicated through Google Analytics. With these targeted prospects more qualified than cold leads, there is no need to spend so much time convincing them with broad marketing tactics.

The leads connecting with your medical office will likely be interested in utilizing your services, saving advertising costs. It doesn’t hurt that remarketed customers are also highly engaged because they had explicitly visited your site before. By combining this technique with contextual targeting, you will ensure an increase in new, loyal patients.

Remarketing for Your Digital Marketing Strategy in Healthcare Services

Defining your target market is the best way to advertise in digital media, especially if you’re doing remarketing. The first step should be to determine whom to target and how to bring them back again. This technique will help with other aspects of the campaign, such as setting up goals to know where members of your target audience live, their age group, and even their income level. 

Define your audience when starting a new type or form of marketing because it helps create a solid foundation before launching any other form of a marketing campaign. Researching your audience allows you to better shape how things go from there!

For more information on the best remarketing campaign strategies, contact us here at Shared Moving Media.

How to Use Webinars to Create Content for All Stages of the Funnel

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The medical supply market is competitive. As a healthcare supplier, you can boost success by proactively targeting consumers at every stage in the marketing and sales funnel. Webinars are one effective way to do this. This e-guide explains how to harness the power of webinars for healthcare sales.

An Introduction to Full-Funnel Marketing

Experts agree that a full-funnel approach is essential for future digital marketing success. While the terminology for the stages of the marketing and sales funnel varies, a general breakdown might look like this:

  • Awareness: A prospective customer is made aware of a business’ product or service.
  • Discovery: The prospective customer – the lead – learns more about the product or service.
  • Evaluation: The lead takes time to consider whether they need the service or product.
  • Engagement: The lead decides whether or not to make a purchase.
  • Commitment and purpose: The lead commits to making a purchase and becomes a customer.
  • Loyalty and advocacy: The customer returns to make a repeat purchase. They may also recommend the product or service to others.

Webinars for Healthcare Sales at Every Stage of the Funnel

Although the concept of full-funnel marketing has been prevalent for years, technological and organizational hurdles made practical implementation difficult. Until now, of course. Today, modern digital technologies –like webinars – make a full-funnel approach more accessible than ever.

Here is how to harness the power of webinars to create content for every stage of the medical equipment sales funnel.

Awareness

At the awareness stage, the goal is to target your potential customer with compelling content. Through that content, you want to make the lead aware of your product or service offering.

It is generally more impactful to steer clear of product-, service-, brand-, or business-specific content. The lead isn’t yet looking to make a purchase. Overtly and aggressively pushing them to buy something will likely turn them off and send them away.

Instead, you want to inform and entertain them. At this point, webinars should focus on providing value-added content, not on proactive selling. For example, a webinar raising awareness about a specific ailment (e.g., Type 2 Diabetes) can segue to discussing treatment options (like glucose tracking) and ultimately serve as a platform for a product (such as blood sugar monitors).

Discovery

The goal of the discovery phase is to provide the potential customer with more information about a company’s product or service. With your content, you want to pressure the pain. What does that mean?

You want to clarify how the product or service can improve the lead’s life. What pain point will it fix? At this point, it’s critical to maintain the lead’s attention. It is like reeling in a fish — you need to keep them on the line until they are ready to conclude a purchase (the final stage in the funnel).

You want to make sure you are providing the lead with all the information they need about a service or product. Unanswered questions at this point can cause them to exit the sales funnel. For example, they may want to know essential details, like cost and delivery time. A how-to webinar guide can be helpful towards this end.

Evaluation

This stage aims to provide the consumer with additional winning arguments that will sway them towards making a favorable purchasing decision.

A positive way to do this is to incorporate new information from verifiable external sources of information. Instead of simply telling the lead about the product or service first-hand, you give them personal agency and the chance to verify the facts themselves using objective third parties. 

This is where you can dive into greater detail. A webinar featuring a round table discussion gathering objective insights from third-party medical experts can be helpful. In-depth case studies, customer stories, and free product demos are also viable options.

Engagement

The goal here is to get the lead to confirm their decision to make a purchase. This tends to be one of the most challenging points of the sales funnel, as consumers may waver and go back a step to the engagement phase or take two steps back to the discovery stage when they find a competitor.

You want to make sure your brand or business (and its product or service) stays at the forefront of the potential customer’s mind as they weigh the decisions. This requires eliminating any doubts associated with concluding a purchase and the process towards the next stage.

Interactive webinars are helpful to spur engagement. You can invite participants to submit questions via social media in a live stream, for example.

Commitment and Purchase

In this stage, the aim is to get the client to actively conclude the purchase – for example, by inputting their credit card details or completing an order form. They are then fully committed.

Although the lead is ready to purchase at this point, you still have to provide some reassurance that they are making the right choice. A webinar of customer testimonials is a great fit here. You might also include videos covering practical points like pricing guides or product comparison sheets.

Loyalty and Advocacy

In the past, some pros ended the sales funnel after the commitment and purchase stage. However, savvy marketers know that there is one more invaluable phase to consider: a loyal customer can become an informal brand ambassador as they promote and advocate for your products or services. There is even a new type of marketing built around this concept called advocacy marketing.

Webinars allow you to show your customers that you care about them even after they have made a purchase. Build user communities with ongoing educational webinars featuring product tutorials, the latest research, and upcoming innovations. A “frequently asked questions” webinar is another option.

We Help You Implement Digital Marketing in Healthcare

Trust Share Moving Media to help you create webinars for healthcare sales. We are a full-service media company dedicated to helping our clients expand their reach and improve engagement with their target audiences. Using quality crafted content informed by in-depth marketing expertise, we help you improve sales and boost the bottom line.

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