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5 Ways Healthcare Marketers Can Understand Customer Needs Better

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Optimizing the customer experience is a vital way to earn new leads and foster loyalty with customers for long-term growth. After all, 86% of buyers are willing to pay more for a better customer experience. 

Many companies develop a new shiny product or hottest industry trend to improve the buyer’s journey but forget the most important component — their customers. As a result, marketers still continue to disregard their healthcare customer’s needs before and after the sale. 

However, your customers are one of the most important components of your overall medical supply growth and longevity. While the concept of creating a customer-centric company isn’t new, it’s important to arm your marketing strategy with the right insights to drive results.

Let’s discover what healthcare customer needs are and how you can better understand them. 

What are Healthcare Customer Needs?

Customer needs are the motives that prompt someone to buy a service or product from your company. To successfully market to customers in healthcare, you need to be aware and act on their needs to drive purchase decisions. When you’re able to understand your customer’s needs, you’re more likely to have a 23% higher share in revenue, relationship growth, and profitability. 

Common healthcare customer needs include:

  • Finding a balance between usefulness and price
  • Providing convenient shopping experiences that conserves time and resources
  • Offering a dependable transaction where your brand delivers on its promises
  • Giving attentive customer service

Physical vs. Psychological Needs

Humans have both physical and psychological motivators. Physical motivators are easy to identify and have a measurable cause. If your customers run out of medical gloves, you need new ones. 

When there isn’t a physical need, psychological needs are the decision-making forces that are based on preferences, desires, opinions, and more. Often, psychological needs will guide a customer to your brand over a competitor. 

5 Ways You Can Understand Your Healthcare Customer Needs

The key to achieving your business goals is having a comprehensive understanding of your customer’s needs. Whether you’re trying to boost sales or engagement, knowing your customers will help you develop a better experience that drives results. Here are five techniques to help you get started:

1.Collect Feedback

Collecting feedback is one of the easiest ways to understand your customer’s needs and pain points. You can develop a few key questions that ask your customers about your product, brand identity, customer service, and more depending on your goals. Consider collecting feedback by the following methods:

  • Surveys
  • Interviews
  • Focus groups
  • Sales teams

By reaching out and asking your customers their opinions or preferences, not only will they feel like you genuinely care about their input, but you’ll also gather important insights.

2.Complete a Competitive Analysis

While you might keep an eye on your competitor’s most recent product launch, they can also impact your customer’s needs and expectations. When comparing your brand to a competitor, create a competitive analysis that includes the following elements: 

  • A high-level overview of the brand’s mission statement
  • The value they provide to your customer’s needs
  • A deeper look into the brand’s product or service features
  • Cost and pricing structure

If you notice gaps between your brand and competitors, you can better determine how you can provide additional value to meet your healthcare customer needs.

3.Create Comprehensive Buyer Personas

62% of customers expect companies to adapt based on their behaviors and actions. To dive deeper into customer preferences and engagement, it’s essential to develop in-depth buyer personas that not only detail demographics but also keyword data, social media preferences, and more. You can implement these insights throughout your website and other online interactions to ensure you’re using your customer’s language.

4.Utilize Data from Customer Analytics

From reading your content to clicking a link, every interaction on your website is valuable to understanding your healthcare customer needs. Use sources like Google Analytics to analyze behavioral data and dissect your audience to create a better website experience. For example, discover which pages are performing well or underperforming to determine enhancements that increase conversions.

5.Implement Social Listening

With over 3.6 million social media users worldwide, tracking social mentions and engagements is a great way to identify customer needs on their preferred platform. Your customers are likely to speak more candidly on their social platforms about your products and services, so monitoring their opinions may help you understand their pain points and help you find brand improvements.

Implement Healthcare Customer Needs into Your Marketing Strategy

Understanding your customer’s needs is the missing puzzle piece to developing an enhanced customer experience that boosts your bottom line. With advanced technology, feedback, and analytics, you can analyze data points that help you discover how you can improve your brand awareness and conversion rate.

Contact Share Moving Media to create engaging content that meets your customer’s needs.

The 7 Best Content Programs of 2022 to Inspire Your Content Marketing

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Incorporating new and innovative ideas in your content marketing keeps your campaigns from growing stagnant or blending in with other similar brands. There are a few brands that nailed down content creation in 2022. Learn tips from ten of the best content programs and how to incorporate similar ideas into your healthcare content marketing.

Key Takeaways:

  • Market a solution through your content rather than your products
  • Align with a social cause and create resources and solutions
  • Support your customers and their work through your content
  • Use innovative content formats, like live video or virtual reality

1. BMW: “WE ARE M”

BMW has always had some of the best content examples filmed with high-end cameras and special effects that reflect the luxury and power of BMW automobiles.

This year it introduced a unique campaign entitled “WE ARE M.” It celebrated the 50th anniversary of its BMW M by bringing together several models from over the years in a stunning video that celebrates the brand’s journey and encourages a feeling of community.

"WE ARE M" ad

Image from BMW Group

What You Can Learn from the Brand

You can use your anniversaries and business successes to market your brand. Allowing your customers and new clients to celebrate with you builds a sense of community around your brand and makes them eager to see what you will do next. In addition, it’s a testament to your success, which will attract new customers to your business.

2. Ritz-Carlton: Journey Into the Ritz-Carlton

The Ritz-Carlton is a luxury hotel company that offers lodging around the world in some of the most desirable locations. Its content marketing campaign, Journey into the Ritz-Carlton, shifts the focus away from the hotel to the destination.

Visitors receive an immersive travel experience through their browser or app as they dive into the world’s more beautiful locations. They can also access resources like travel itineraries, suggestions for places to eat, and city guides.

What You Can Learn from the Brand

Ritz-Carlton shows the power of selling benefits rather than products. They understand that travelers primarily book their hotels for the destination. They focus on the consumer’s intent by promoting destinations where they have hotels while simultaneously positioning themselves as an authority in travel.

3. GE: Social Media Content

GE uses social media to promote its brand in a visually appealing way. Its images and videos take the company’s followers behind the scenes to explore some of its most breathtaking innovations. The images draw the followers in, while its comments tell stories about who the brand is and how it helps others.

General Electric Instagram post about GE innovation

Image from Instagram

What You Can Learn from the Brand

Social media isn’t just for B2C brands. B2B brands can also use social media to tell stories and reach new customers. GE’s posts also show the power of storytelling. While their company is huge, they make it more personal by telling stories of individual products that help specific companies.

4. Colgate: Oral Health Education

Colgate does very well using its content to educate its customers. The company strategically organizes and shares content that helps consumers use its products to improve their oral hygiene. In addition, it divides its resources page by oral health topics to make browsing content more convenient.

However, one of the brand’s most notable content campaigns is its oral health education. It designed resources to teach underserved children globally about oral hygiene. Its content includes:

  • Coloring pages
  • Audio
  • Games
  • Quizzes
  • Books and stories
  • Songs
  • Videos

The resources are free and accessible to teachers and families around the world.

What You Can Learn from the Brand

Colgate shows how a company can align with a cause and use its resources and knowledge to help others. It uses its knowledge to help those in need while also improving its relationship with its clients by showing it cares about ESG issues.

Customers are growing more aware of the causes that companies support. As a result, about 63% of consumers are likelier to buy from brands that align with their values or support similar causes.

5. Coca-Cola: Coke Studio

Coca-Cola has always had a close relationship with music, often using it as the cornerstone of its branding and ads. In 2022, Coca-Cola expanded Coke Studio to an always-on global music platform where it can introduce and promote emerging artists worldwide. 

The brand wanted to take a step beyond just endorsing artists by giving a platform for them to reach new audiences. Through the platform, emerging artists can introduce their fanbase to other emerging artists to help each other grow.

What You Can Learn from the Brand

Coca-Cola uses its content to invest in its customers. Many of its customers enjoy listening to music. To encourage loyalty and build a community, it’s pouring back into their customers by supporting them in their musical pursuits.

In addition, the brand is moving beyond traditional advertising by launching Coke Studio as an innovative live video. Live video is growing in popularity on social media and receives more watch time than on-demand content.

6. Honda: Vertical Bike

Honda continues to show its commitment to supporting sustainability by partnering with Ogilvy, Peru, to create a vertical bike. This device helps the local communities harvest the aguaje fruit without felling trees.

What You Can Learn from the Brand

Honda simultaneously shows the reliability and power of its products while supporting its mission to build an eco-friendlier future. The video shares the importance of preserving the environment and inspires others to find better ways to perform tasks.

7. Gucci: Gucci Town

The internet has been talking about the metaverse and what that will look like for a few years now. It’s a virtual reality world where consumers and businesses can interact entirely online through avatars. As a result, several brands have started launching marketing content on current virtual worlds.

One brand that received significant exposure is Gucci and its launch of Gucci Town. It’s a virtual world on Roblox where consumers can connect, explore, and learn about the brand. In addition, consumers can purchase NFT items all in virtual reality.

What You Can Learn from the Brand

Innovators are always looking toward the future. Gucci is already preparing for a world where marketing and networking occur in virtual reality. They positioned themselves as innovators and leaders by creating marketing content for virtual reality.

Learn from the Best Content Programs

These content program examples combine innovation, creativity, and consumers to bring a new experience that builds brand awareness. By staying on top of the latest trends in healthcare marketing and consumer behavior, you can create content that positions you as a leader in your industry.

Contact us to learn more about our marketing training and solutions.

10 Benefits of Outsourcing Content Creation in Healthcare

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About 82% of marketers actively use content marketing. Nearly all those marketers consider it a core business strategy because it consistently yields results. However, while most marketers agree it’s a valuable marketing strategy, not everyone has the time, expertise, or resources to perform it on the scale necessary for their company’s growth. Outsourcing content creation allows you to receive the benefits of content marketing without most of the work.

Explore several specific benefits of outsourcing content creation and how to build it into your content marketing strategy.

Key Takeaways:

  • Outsourcing content creation provides a flexible and scalable content creation option
  • Content creation agencies offer expertise and resources you might not otherwise have access too
  • Outsourcing is more cost-efficient than performing all your content creation tasks in-house

What Type of Content Can You Outsource?

Content outsourcing is hiring a third-party agency to perform your content creation tasks for your healthcare content marketing strategy. Some of these tasks include:

  • Writing blog posts
  • Creating short eBooks, white papers, and reports
  • Creating video
  • Managing your social media
  • Optimizing your content for search engine ranking
  • Creating paid ads

10 Benefits to Outsourcing Content Creation

Here are ten ways content creation outsourcing will benefit your healthcare company:

1. Access Experience You Don’t Have

Content creation involves multiple parts, including design, writing, and optimization. You might not have people in your marketing department with all the required skills to create content at the level you need to grow your business.

When you outsource your content creation, you can use the talent of content creation experts with years of experience in each area you need. You can even grow your marketing strategy by creating new forms of content like eBooks, videos, and case studies.

2. Find Industry Experts

Healthcare is a highly technical field with several specialties within the industry. Therefore, while your marketing team might be experts at healthcare marketing, they won’t have expertise in each specific area within healthcare, which limits the depth and extent of their marketing content.

Outsourcing content marketing allows you to look for experts in specialty fields of healthcare. For example, if you manufacture a new device for a medical specialty, you can hire experts in that area to create content directed toward that niche audience.

3. Frees Your Staff for Other Tasks

Content creation is just one step in several stages needed in your marketing strategy. However, it takes a considerable amount of time.

For instance, content creators take over four hours to create just one blog post.

Time it takes to create a blog post

Image from Orbit Media Studios

You can free up your marketing department by outsourcing this time-consuming task, which allows your team to focus on other aspects of marketing.

4. Create a Scalable Content Strategy

Your content builds brand awareness and drives traffic to your website. You can accomplish this through strategies including:

Frequently sharing content will increase your exposure and drive more traffic to your site. Most businesses strive to publish content one to five times each week for maximum exposure. However, not all companies have the resources to handle large-scale content creation.

Content creation agencies have the resources and content creators you need to scale your content strategy for your business’s size and needs.

You should blog one to five times a week

Image from HubSpot

5. Provides More Options

Over a third of companies don’t have a dedicated content marketing team that works on content marketing full time. Instead, they use the talent from other departments to help create content. This limits your content strategy because you’re relying on your current resources.

Outsourcing gives you access to more resources, writers, and services. In addition, you can change up your content creators as your needs change to ensure you always have the right number and type of content creators and the expertise you need for your company.

6. Save on Resources

Hiring new employees can quickly become an expensive undertaking. Not only do you have salaries and benefits, but you also have hidden costs like onboarding and training. On average, it costs $4,425 to hire a new employee.

Outsourcing is more cost-efficient as you pay per project and don’t have to pay for the contractors’ benefits and training.

7. Gain Fresh Insights

Outsourced content creators offer new perspectives on your company and marketing strategies. They can give an outsider’s view on your current content and provide fresh ideas to improve your marketing, which will boost the effectiveness of your content marketing.

8. Reach More Marketing Goals

Content creators are more than just writers. They can also be content strategists. They use their understanding of content marketing to research your audience and write content aimed at specific pain points and marketing goals.

They also know search engine optimization and learn how to incorporate keywords, links, and quality content to improve your ranking and relevance.

Because of this knowledge, they will help you reach more of your marketing goals. Do you want to attract more traffic? They will write SEO blogs that rank high. Do you want to convert more readers? They know how to pack a powerful punch in their call to action.

9. Have Clearer Metrics

Measuring your success starts with proving your ROI. However, that’s not always straightforward since most content marketing strategies don’t have a clear spend and return. Only 66% of marketers effectively measure their content results.

When you outsource content marketing, you have predictable and measurable spending, which improves your budgeting. It also helps you calculate your ROI more accurately.

10. Reach a Broader Audience

Writers support their clients because if their clients succeed, they do too. They are often willing to share a client’s work on their blog as a guest post or as part of their portfolio, increasing your brand awareness as you receive the content creator’s audience and your own.

Content creators will also often link to your content on their other client’s blog posts as support to improve your online authority, which then improves your search engine ranking.

Invest in Your Content Creation

Share Moving Media is a healthcare communication and publishing leader, offering industry insights and advice to dozens of healthcare manufacturers and distributors. You can use our library of resources and training to boost your content marketing and maximize the return from your outsourced content creation.

Contact us to learn more about our content marketing solution.

5 Ways You Can Use Webinars in Healthcare to Achieve Marketing Goals

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It took a pandemic to show us just how valuable the internet can be for maintaining business productivity. Quarantines, stay-at-home mandates, and school closures are the reason 71% of American workers are currently working from home. All of these people rely on the internet to remain connected to their business associates and clients. From online meetings to virtual workshops, the internet has been essential nowadays in propelling businesses forward.

The healthcare industry is no exception. In particular, webinars in healthcare have been an effective tool in helping healthcare suppliers achieve their marketing goals. These video workshops allow people to tune in from all over the world and attend educational seminars about the latest in industry trends and products. 

They’re an efficient and engaging way to distribute important information to a large audience with minimal effort. Their numerous benefits make them a powerful communication tool and should be considered in any healthcare business’s digital marketing strategy. 

5 Ways Webinars Help Reach Marketing Goals

Regardless of product, service, or niche, all healthcare suppliers have one thing in common: they all have marketing goals to drive sales. From medical sales to hospital distribution, healthcare suppliers industry-wide can benefit from the use of webinars. Here are five ways you can use webinars to achieve your healthcare marketing goals.

1. Reach a Wider Audience 

With webinars, there are no geographic constraints. Since people don’t have to travel to attend, they can tune in from anywhere in the world. Many webinar services allow you to record the session and post a link to the webinar after it’s gone live. You don’t have to worry about time zones as people can watch when it’s convenient for them. By eliminating borders, webinars enable you to reach a global audience you otherwise may have missed. 

Also, because attendees aren’t traveling to a destination to attend in person, they don’t have to take time away from work to participate in the seminar. They can simply close their door and watch from their desk during lunch hour. This appeals to people who may not have gotten approval to leave the office or are otherwise too busy to attend a workshop in person. Webinars help broaden your reach to a much larger target audience.

2: Give Credibility to Your Brand 

Webinars are highly cost effective since there are no venue or travel expenses involved. For this reason, you’re able to bring in high-quality keynote speakers who are experts in their field. Since they can host the event remotely, they’re often much more affordable for webinars. When you can bring in top talent to address your audience, you give credibility to your brand. 

Experts can provide quality insights that answer your audience’s questions, allowing you to serve as a resource for your prospects. When you deliver this kind of value, you position yourself as an authority in your field. This helps build trust among your followers and drive brand loyalty.

3. Increase Content for SEO 

A big marketing goal for healthcare suppliers is increasing conversion rates through SEO. The key to maximize SEO is content. The more quality content you have on your website, the more material search engines have to scan and index for ranking purposes. This increases your chances of landing a high search engine ranking, which increases your brand awareness and drives traffic to your site.

Webinars are a great way to generate content for SEO. You can turn previous material into an interactive webinar that keeps people on your site longer and entices them to engage more with your brand. You can also take a webinar you’ve already hosted and convert it into a blog post, an article, or an email. You don’t have to reinvent the wheel. By simply repurposing your own material, you can create a positive experience for your audience and develop valuable content that boosts rankings and conversions.

4. Achieve Best Lead Generation

While webinars are typically free to attend, they do require registration that, at the very least, includes an email address. This is essential for you because it means you’re gaining contact information from people who are showing an interest in your business. This opens the door for easy marketing communications since you know they’re looking to you for meaningful information. 

New prospects may be drawn to your business because of your webinar subject. Sales qualified leads who are ready to buy may be registering to compare your product to your competitor’s. Either way, webinars are invaluable for meeting your customers at any point in their sales journey and navigating them through the sales funnel.

5. Educate Current Customers 

Webinars are extremely versatile and provide numerous ways to educate your customers. Workshops can be informative with experts explaining the latest in healthcare regulations. They can be product demonstrations, showing real-time use and highlighting key features that may not make sense in a still photo. Your company could host a Q&A forum, allowing customers to ask company leaders questions about your business. 

Webinars allow you to meet the specific needs of your audience and educate them on your business, your products, and how you fit into the healthcare marketplace. This is important because people like to make informed purchase decisions, especially in the healthcare industry where customer goals are to provide dependable, proven, and safe products to their end users. Webinars can answer their questions, build their confidence, and make them comfortable buying from you.

Share Moving Media Includes Webinars in Your Marketing Strategy 

The majority of people are currently relying on the internet as a way to remain connected for business productivity. Today, webinars are an especially important element of digital marketing strategy. Share Moving Media is a full-service content and media company that develops videos, graphics, articles, and webinars for the healthcare industry. We pride ourselves on providing our customers with the tools they need to boost mindshare, profitability, and market share.

If you’re ready to grow your business and deliver valuable content through quality webinars, contact us today!

Why Medical Suppliers Need to Create Content Distributors Can Use

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The world of medical sales is competitive, with over 10,000 establishments in the U.S. alone. As a medical supplier, you know that you need to sell your products and services to get the revenue you need. But you also know you must build a relationship with your customers. They need to know who you are, what you are offering, and why you are the best choice for them. This means more than just selling to them; it means adding value to their lives. To do this, medical suppliers must create content that distributors can use to market their products and services.

Your job as a medical supplier is to help your customers see you as an authority on the subject matter they are discussing. While many customers searching for medical products and services will sometimes look up medical suppliers directly, they will likely run into distributors first. 

Distributors are the ones who are most likely going to be selling your products and services to their customers. They will tell your customers who you are and what you are offering, and they cannot do that without the right content. 

Key Takeaways

  • Distributors use your content to educate themselves and buyers, so having high-quality physical (or digital) content at the ready is crucial.
  • Without the right content from medical suppliers, distributors cannot communicate the benefits of your products to buyers.
  • Supplying your distributors with high-quality content can help build brand recognition and trust. 

Benefits of Creating Useful Medical Supplier Content for Distributors
Medical suppliers have a lot on their plate these days when it comes to running their businesses. Not only do they have to think about their own daily operations, such as their supply chain needs and customer service, but they also need to think about their distributors and how they can help them sell their products. 

Medical distributors are the big movers when it comes to getting your products into the hands of doctors and patients. While you have a lot of control over the products you sell and the services you provide, your distributors are the ones who will likely make the final sale. However, to do this, you must provide them with the right tools and resources, and this comes in the form of content. 

From product descriptions to how-to videos, the content that you provide your distributors can make or break their ability to sell your products. In today’s digital world, distributors will often provide information to their customers through text and video. This means that you need to have on-the-go content that distributors can use as a quick and effective way to answer questions or concerns that buyers may have about your products. 

You can also use content to establish yourself as an expert in your field. Either way, the content that you provide your distributors is vital to not only their success, but yours as well.

5 Types of Content That Medical Suppliers Should Be Creating for Distributors

Many medical supplies and equipment distributors offer their clients professional advice on what medical supplies to use in what situations. However, as a distributor, they must first educate themselves on the products they are selling and the medical supplies they are recommending. From there, they can provide the correct information to their customers.

Therefore, as a medical supplier, you must create content for distributors to use for themselves and their customers. Here are five types of content that you can create to help your distributors:

1. How-To Articles/Guides

Arguably one of the most beneficial types of content you can create for your distributors is how-to articles and guides. These pieces of content are useful for several reasons, including: 

  • They are easy to read and understand
  • They are written to inform, educate, and answer questions
  • They guide the reader on how to use a specific product or inform them on how a service can address their particular pain point, concern, etc.

How-to articles/guides are designed to be a go-to resource for distributors and customers alike. They are a great way to provide your distributors with the information they need to be successful. So taking the time to put care and detail into these pieces of content is essential. 

Source: Biologics By McKesson

2. Case Studies

Case studies can help your distributors and customers better understand how to use the products you offer and best use them to address their needs. They also show your distributors how your products have helped other people. This can help build trust and help your distributors feel more comfortable selling your products.

3. Research Studies

Research studies are designed to provide facts and figures that prove why your products are superior to the competition. This is especially important when trying to convince distributors to carry your products. Taking the time to put together a well-researched study can significantly impact those on the fence about whether or not they should carry your products.

4. Video Content

Videos provide information to your distributors and customers that they can refer to anytime, making them one of the most successful types of content. Video content is often much easier to break down and understand than text, which can be especially helpful when explaining the benefits of your products to someone unfamiliar. 

Here’s an example:

5. Informative Blog Posts

Blog posts can inform your distributors and customers about new products, services, and programs that you offer. They can also keep your distributors and customers up to date on the latest news and developments in your industry.

Example of an informative blog post targeting medical distributors and how they can prevent healthcare product shortages. 

Image Source: Repertoire Dail-eNews

Create Content Your Distributors Can Use with Share Moving Media

Content is the backbone of any marketing strategy. It can help build a strong connection between your brand and your customers. However, when it comes to medical suppliers, content is also a great way to help your distributors. 

By creating content that your distributors can use to answer questions, provide guidance, and help build your brand awareness, you can help them better serve your customers, leading to more sales for your business.

Here at Share Moving Media, we can help you build and execute a content marketing strategy that will help you not only connect with your customers, but help your distributors do the same.

Are you a medical supplier needing guidance on creating content your distributors can use? Contact us at Share Moving Media today, and we’ll help you get started.