Search Results for: blog quality

Brands as Publishers: Blogging for Healthcare Brands Could Increase Your ROI 13x

October 19, 2020 By Scott Adams

Specializing in everything from cardiology to pulmonary, healthcare facilities include multiple departments and dozens of service lines. When it comes to developing a marketing strategy for these organizations, manufacturers often choose more traditional tactics like direct mail and overlook blogging.

While blogging was once a tactic used for personal stories and pop culture, healthcare manufacturers are now also finding success with a content marketing strategy. With the right storyline and optimizations, blogging helps you reach diverse healthcare organizations and target their procedural specialties. In fact, companies that prioritize blogging are 13x more likely to see a positive ROI.

So, how exactly does blogging for healthcare brands impact ROI? Let’s take a look at how you can get started and succeed in a growing digital healthcare landscape.

Why You Should Start Blogging for Healthcare Brands

Did you know that 80% of internet users searched for a health-related topic online? With so many search queries ranging from health conditions to medical treatments, there is a large demand for trusted and reliable medical information online. As a healthcare manufacturer, you have the unique ability to provide ongoing educational materials that drive engagement from your IDN supply chain leaders and distributor reps.

Developing your content marketing strategy takes time — you need to write quality content and optimize it for search engine results. However, when done correctly, you can expect the following benefits:

Helps potential healthcare facility customers find you
Tells your brand’s specific story and point of view
Showcases your authority and thought leadership
Nurtures existing client relationships
Supplements your digital marketing channels
Builds long-term positive ROI

A comprehensive blogging healthcare strategy not only improves your search engine optimization (SEO) efforts, but also heightens your product line to catch potential customers’ eyes.

3 Ways Blogging for Healthcare Brands Earns ROI

Now that you understand the value of blogging for healthcare brands, it’s important to zoom in on the ROI benefit. After all, no marketing effort is a success unless it affects your bottom line. While it does take dedicated resources to develop a successful blogging strategy, it actually costs 62% less than traditional marketing. Here are a few ways healthcare blogs impact ROI.

1. Earn Valuable Subscribers

True, subscribers aren’t traditional leads. However, subscribers are the next best thing because they demonstrate interest and loyalty in your brand. In fact, a subscriber is worth more than 3.6 times the value of a normal website visitor.

A majority of website visitors will end up leaving your website without converting. However, a blog subscriber is the first step in your lead funnel and allows you to nurture their experience. Once you earn blog subscriber’s loyalty, you can optimize your content to meet their needs and focus your time on visitors who are closer to converting.

To boost your ROI, consider adding bold call to actions in your content to encourage your subscribers to take the next step.

2. Establish Trust-Building Content

In the healthcare industry, trust is a huge driver for business decisions. After all, your products and technology are providing life-saving and improving services for patients across the globe. Your blog’s content is an effective way to build authority and validation within your healthcare niche.

To build trustworthy content on your blog, consider the following elements:

Be honest by showcasing testimonials and statistics backed by sources
Use your own domain and platform with original content
Focus on education and avoid overly promoting your products
Create buyer personas to connect with your target audience

By building authority, potential customers will turn to you as a credible thought leader. It will demonstrate that you not only understand your industry, but will also persuade healthcare facilities that you’re the manufacturer to partner with.

3. Improve Your Social Media Efforts

84% of C-level B2B buyers are influenced by social media when making a purchase. While healthcare social media is competitive, it’s an essential space for healthcare manufacturers to engage in. Social media demonstrates that you’re agile in a modern landscape and provides additional proof signals.

Blogging also allows you to enter the conversation and publish your new content to a larger audience. Once your social media followers begin seeing and enjoying your content, they will most likely become subscribers and customers. For healthcare industries, consider sharing your blog content on LinkedIn or Facebook to drive the most ROI.

Overall, blog content enhances your online presence to drive further signups and referrals from customers who otherwise might not have heard of your brand.

Discover Blogging for Healthcare Brands

Blogging can be impactful for your healthcare business. It not only brings you additional authority and validation, but it also has the potential to drive new customer engagement and ROI. However, you need to develop the right strategy to reap content marketing benefits. Focus on creating educational blogs that heighten your brand and display your industry knowledge.

With a blogging strategy in place, your blog can boost your bottom line in the following ways:

Earning valuable subscribers who showcase their interest and intent with your brand
Establishing trust signals and credibility through quality content that convinces potential customers that you’re a preferred manufacturer
Growing your social media presence and displaying social proof to C-suite executives

Are you ready to begin creating blogs for your healthcare brand? Contact Share Moving Media for more information today.

The Share Moving Media Blog: Your Marketing Resource for Healthcare Contracting Professionals

August 11, 2020 By admin

The Share Moving Media blog is the ultimate marketing resource for healthcare contracting professionals, such as medical suppliers, manufacturers, and distributors. Our goal is always to help you increase your customer market share through value-added content and opportunities for increased visibility and brand awareness.

Your feedback is important to us. If there’s a topic you’d like to see covered here, let us know. Meanwhile, be sure to subscribe, so you don’t miss important content that can show you how to create ideal customer relationships, boost revenue, and increase your authority in the field.

Healthcare Industry Challenges

A new world

At Share Moving Media, we believe now is the perfect time to launch our new blog series. Healthcare industry challenges have perhaps never been greater than in the last six months. However, we see this time as a window for rethinking business practices and creating new methods for addressing customer needs.

You’ve no doubt experienced some of the hurdles brought on by the novel coronavirus and the ensuing COVID-19 pandemic:

Supply chain disruptions at all levels for equipment, pharmaceuticals, raw ingredients, and materials
Supply/demand imbalances, shortages, and allocations
Increased marketplace competition in some sectors
Abrupt price changes and quality control issues
Development of nontraditional distribution pathways
Formation of government consortiums
Reallocation of medical and support staff, as well as budgets
Timeline shifts for mergers, acquisitions, and reorganizations
Stock market volatility and unpredictability
Shift from B2B to B2C selling and vice versa
Expanded focus on COVID, PPE, and vaccines
Decrease in non-emergent medical care
Implementation of telemedicine for routine care
Reduced onsite personnel and more remote work
Customer workplace visitation restrictions
Retail outlet closures and an increase in online business
Academic institution shutdowns
Patient loss of insurance coverage with unemployment

The healthcare industry as a whole has been reeling since the start of 2020. While the remainder of this year may seem shrouded in mystery, many companies are starting to see the fog clear. We want to assist you in developing marketing strategies moving forward, to the degree we are all able to plan for the future. Therefore, we will be addressing these challenges and much more in upcoming blog posts.

Introduction to Share Moving Media

Our publications and services

For readers not yet familiar with Share Moving Media, we are a full-service media and content company dedicated to medical providers, manufacturers, and distributors. Through our associations, educational services, and publications, we provide news, information, and brand visibility via advertising and sponsored content.

Our high-quality content includes:

Articles
Blog posts
Ebooks
Videos
Webinars
Podcasts
Graphics

We produce multiple publications in the healthcare contracting vertical. You may already be familiar with Repertoire, our magazine for the healthcare distribution channel focusing on physician offices, hospitals, surgery centers, and long-term care institutions. We also publish The Journal of Healthcare Contracting for healthcare supply professionals. This popular publication features content for healthcare systems and facilities, manufacturers, suppliers, distributors, and group purchasing organizations.

Pillars of our mission

We’re confident that Share Moving Media stands out from other healthcare contracting media companies by virtue of our three mission pillars:

To provide and promote marketing excellence in healthcare
To enhance healthcare brand communications via storytelling and unique case studies
To use persona-based marketing to help clients finetune consumer demographics and to identify and address evolving industry demands

Healthcare Contracting Help Where You Need It

How our blog will elevate your business

Whether you’re a small niche supplier or an integrated delivery network, our blog will help you take your business to the next level. In future posts, we’ll be discussing diverse topics in the industry, such as:

Contract management software
Medical device innovation
Integrated delivery networks
Equipment purchasing
Hospital inventory management
Healthcare marketing analytics
Brand messaging
Thought leadership

Through examples and best practices, we want to help you:

Tell the story of your brand and earn an audience
Guide your brand through its lifecycle, from launch to customer conversion and retention
Demonstrate how your products are beneficial
Evaluate different content forms (blogs, white papers, videos, etc.) to determine which one is right for your varying needs at any given time
Develop one-of-a-kind marketing content to set you apart from the competition and to provide invaluable tools for sales staff
Discover how to use content and advertising together to complement each other

We’ll be talking about health insurance trends, group purchasing, medical distribution, supply chains, sales creativity, and more.

Reach Out to Share Moving Media Today

Interested in how you can start working with Share Moving Media to help your business reach its goals? Contact us today and let us know how we can assist you. And we look forward to welcoming you as a new blog subscriber.

Best-in-class examples of Niche Marketing from retailers, manufacturers, and service providers in the medical distribution industry.

May 26, 2023 By John Pritchard

Today’s marketplace is saturated with numerous forms of advertising. For companies in the medical distribution industry, finding a niche within the busy marketing space has become challenging. How can your company stand out among other medical suppliers?

Niche marketing is the promotion of a product or service to a specialized segment of the market. With niche marketing, businesses target specific audiences to promote their brand. Niche marketing allows a business, such as a healthcare supply company, to understand the specific needs of the consumer and tailor their marketing strategy to meet those needs.

A brand can determine subsections of the market to target by considering demographic information, attitudes, values, geographic location, and more, of specific market groups. In the healthcare space, that could be hospitals, health systems, IDNs and GPOs.

Read on for examples of successful niche marketing campaigns from other sectors of the economy:

Whole Foods

Whole Foods grocery stores target a niche market of affluent, conscious consumers who focus on health and well-being. Many Whole Foods products are organic and environmentally conscious, which targets a very specific audience that desires a high-quality and luxury grocery store experience.

Casper

The online mattress brand Casper targets specific market segments through creative online media content that encourages customers to interact with the brand’s site. Content including blogs, social media posts, and an extensive website engage consumers with the goal of them making purchasing decisions.

Square

Square is a payment system for small businesses, non-profit organizations, and independent companies that can be used by plugging the system into phones or tablets to process credit card transactions. The niche market of small business owners may not have the resources to pay high credit card fees and Square targets this small market segment with their unique technological solution. Share Moving Media can assist you with determining the marketing tactics that will set your brand apart. With over 30 years of experience in the healthcare and medical distribution industry, we can help you develop the content your brand needs to stand out.

Why Use a Publisher to Distribute Your Content

January 3, 2023 By Scott Adams

Publications are unique marketing channels because they can reach your audience on and offline. Because these publications are one of the only offline content marketing options, your marketing strategy receives several benefits. Learn how to use a publisher to distribute content and the advantages you’ll receive.

Key Takeaways:

Publications work best alongside digital distribution strategies to reach a diverse audience.
Publishers provide an engaged audience and help you build authority in your industry.
Publications are less competitive and allow more of your audience to see your content.

Where Can You Distribute Your Content?

According to 80% of marketers, content creation is a top marketing priority. In B2B marketing, content creation accounts for 26% of the marketing budget.

However, once you create quality content, you still must ensure that the right people see the content. The right people are potential buyers interested in and able to purchase your products.

For example, medical manufacturers and suppliers want to reach hospitals, healthcare providers, medical facilities, and sometimes even patients.

There are several popular content distribution strategies for healthcare content marketing:

Your website’s blog
A third-party website
Community pages and discussions
Social media
Publications

Marketers don’t need to choose just one distribution channel. Instead, the most effective marketers use various channels to reach their audience at all stages of the buyer’s journey.

7 Benefits of Using a Publisher to Distribute Content

Here are seven reasons to use a publisher in your content distribution strategy.

1. Reach an Established Audience

According to 41% of marketers, the top content marketing challenge is attracting quality leads. Close behind that challenge is generating traffic and promoting content.

These are significant challenges in digital content marketing because your team distributes content online where billions of users search daily. In addition, millions of other websites compete for that traffic. So there’s no guarantee that any traffic will see your content.

Conversely, publications have an established audience regularly receiving the magazine or journal. This element eliminates the challenge of finding readers for your content. Additionally, when you publish in an industry-specific publication, you guarantee the right audience sees the content.

Image from SEMrush

2. Reach a Niche Readership

According to previous research, the third greatest challenge of content marketing is creating content that resonates with your audience.

Wouldn’t content creation be easier if you precisely knew WHO would read your content before you wrote it?

Publications give you more insights into your readers than digital channels. That’s because medical publications already have a paid subscriber list of healthcare executives, distributors, and medical sales reps.

Because you know who will read the content, you can personalize your message to that audience’s experiences, challenges, and needs. According to 98% of marketers, personalization improves customer relationships. That’s why 51% of marketers prioritize personalization in their content marketing.

3. Increase Your Visibility

Search engine optimization takes months before most marketers see results. The content you publish most likely won’t immediately appear on the first two pages of Google. Even if you invest in paid ads, you’re still not guaranteed a spot in front of your ideal audience. In addition, you’ll be competing against surrounding content.

Publishers skip the battle with complex algorithms and keywords. So while you should keep investing in your online ranking for long-term marketing goals, you can also invest where you know you’ll have an immediate audience.

Content in publications is always visible to the readers—no need to worry about whether the audience will click on the article. Your audience already chose your content when they signed up for the publication.

4. Face Less Competition

When publishing online, you compete with other sites sharing content on the same topics. In publications, you’re the only authority on the topic, which gives you an advantage as you already established trust.

All content in a publication works together to inform and engage the audience. You don’t have to consider whether the other articles will compete for the reader’s attention since the content is aligned towards the same goal.

5. Hold Attention Longer

The average reader spends 20 minutes reading publications. That’s considerably longer than people spend browsing websites and blogs. Many online readers skim blog posts to find a few pieces of relevant information.

However, your offline readers are more likely to read your entire content. This benefit makes publications ideal for sharing your most important information and strategic marketing content.

6. Distribute through an Innovative Channel

As digital options increase, the effectiveness of digital marketing decreases due to oversaturation. Conversely, the impact of your print marketing is increasing because of less competition. For example, data shows that print ad recall has increased by 67% from 46% to 77% between 2010 and 2020.

Because trends move in full circles, printed content has switched from being the norm to an innovative marketing technique. As a result, digital marketing now sits as the mainstream channel, while businesses that use published channels are seen as creative.

7. Build Your Credibility

Digital marketing is becoming increasingly more difficult. For example, Google’s search algorithm used to rely heavily on keywords. However, now Google’s algorithm looks more at the quality of content.

Marketers refer to Google’s new algorithm guidelines as E-A-T:

Expertise: What does the writer of the content know about the industry?
Authoritativeness: Is the website an authority in the content’s industry?
Trustworthiness: Are the author, website, and content trustworthy?

Building online credibility takes time. However, the result is a better ranking for your online content and website. One way to improve your online credibility is by using a publisher to distribute your content offline.

Adults trust print ads more than digital ads. This increased trust is because readers partially feel safer reading print. They’re more concerned about privacy and data collection when they read digital ads. However, they feel more in control of their print experiences.

You benefit from the publication’s authority. Because readers trust the publication, they are more likely to trust the companies that publish content within the publication.

Image from eMarketer

Distribute Your Content through Publications

Publish your most important content through Share Moving Media to make a lasting impression on your audience. Our publications connect you to an audience of healthcare executives and key decision-makers. Our publications complement your digital marketing for the greatest return on investment.

Contact us to learn more about our content publication services.

5 Reasons to Rethink Your Print Marketing Budget in 2023

December 12, 2022 By John Pritchard

Is print marketing dead? A quick Google search will fill the results page with a resounding NO. Despite the dominance of digital devices, print ads and content still hold the reader’s attention and continue to entice new audiences with authoritative content. So, marketers who want to stay relevant in 2023 must consider ways to invest in a print marketing budget.

Explore five reasons print marketing should remain near the top of your marketing strategies next year.

Key Takeaways:

Print marketing works best alongside digital marketing strategies for the greatest efficiency.
Marketers use print marketing to stand out in a digitally saturated society.
Readers rely on print content for authority content and a chance to unplug from digital devices.

Print vs. Digital Marketing

There’s no questioning the importance of digital content marketing. However, digital strategies don’t replace print marketing. Instead, Digital builds on print marketing campaigns. When marketers combine print and digital marketing, the campaigns are 400% more effective.

So, while print marketing has changed, it hasn’t gone away. Instead, marketers are just shifting what print marketing looks like by creating digital and print advertising efforts that build on the strengths of the other.

For instance, marketers can use print marketing to reach a target audience, hold their attention, and introduce a brand. However, digital campaigns take over to nurture those leads through email and direct marketing that businesses customize to the audience.

5 Reasons to Invest More in Your Print Marketing Budget

Consider these five proofs of print advertising effectiveness and why print should be part of your marketing budget in 2023.

1. Capture Your Audience’s Attention

There was once a time when an email notification excited people while the mailbox was swimming in letters and magazines. Today, the tides have changed. Now people’s inboxes are drowning in messages, and consumers are excited when there’s direct mail.

Print marketing stands out because it differs from other content marketing forms.

In addition, print capture’s people’s attention more because of its format. Printed material requires 21% less mental effort to read and digest, helping with brand recall and increasing motivational responses by 20%.

On average, readers will spend 20 minutes looking at publications, which is five times as long as what readers spend on ad websites.

2. Share Content in a Fresh Format

Businesses are always looking to find new ways to distribute content instead of doing what everyone else is doing. For example, creating blogs and having social media business accounts was once an innovative marketing strategy. However, now that these methods have become the norm, businesses must find other ways to remain fresh.

Trends often move in circles. What once was old always comes back in a fresh new way. For example, print book sales increased by 8.9% in 2021 after sellers said print books were going out of style in favor of e-readers and audiobooks.

In the same way, marketing techniques are making a full circle. As digital strategies are growing in popularity, print strategies have become new again, which helps businesses appear fresh and different from their competition.

3. Inspire Your Readers

According to one well-known statistic, 93% of online experiences start with a search engine. Customers are going to Google and performing 8.5 billion searches per day.

However, those searches don’t start with Google. First, there has to be a need, question, or concern that inspires a consumer to search. For example, a medical professional might have read a new idea or seen a new product in a magazine that prompted them to search for more information online.

So, while search engines are a place for answers, print is where your audience goes to find questions to ask.

Use your print marketing budget to focus on inspirational content that sparks new ideas and introduces new products or solutions that your audience might not have thought of before. This content will attract new visitors to your digital content as medical professionals seek out more information on the questions introduced in your print content.

4. Excite Your Audience

Print has more authority than digital content, and audiences tend to trust it more. Many reasons contribute to the authority of print ads and content, but perhaps one of the strongest is privacy. Digital ads pop up everywhere online and collect data as customers interact with them. However, print content is a private experience that customers can control.

In addition, digital content is faster and easier to make. For example, anyone can post a social media post or write a blog article. However, only the best content appears in publications because magazines have more quality control standards than online content channels, and print content requires more investment. So, publishers don’t accept content lightly.

Print content also holds authority because it reaches a niche audience. Online, audiences usually have to scroll through several search results to find an article with helpful information. However, when subscribers pick up a publication, they know everything inside is relevant to them. Therefore, they start their browsing experience trusting each article and ad to deliver value.

5. Connect with Readers Offline

When professionals aren’t on the clock, they like to unplug. However, 54% of people say they struggle with unplugging. From emails to text messages, today’s professional is always pulled back to the phone or laptop for information and to communicate.

The more people depend on a digital connection–the more people try to find ways to unplug. When COVID-19 hit, people were plunged into an even more immersive digital world as workers switched to remote jobs and events moved from live to online platforms like Zoom. Soon, digital fatigue took over. Despite all the new ways consumers can connect with information and audiences online, 74% of people prefer print over digital.

Print magazines are one of the ways that professionals can gather information without relying on digital channels. In addition, magazines continue to reach consumers even when they unplug. So, while digital marketing might end when professionals clock out, print magazines can reach audiences as they unwind in the evening or when traveling on vacation.

Invest More in Print Advertising This Year

Share Moving Media connects medical manufacturers with key decision-makers in the healthcare industry through our leading publications. Help your marketing content stand out and increase your brand authority through print content that we distribute to an audience of health systems suppliers, distributors, and purchasing organizations.

Contact us to learn more about our print marketing solutions.