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How to Emulate the Marketing Strategy of 3 Successful Brands

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Brand recognition is a strategic marketing tool that has the power to establish consumer trust. Successful advertising is memorable and impactful and encourages customers to make purchasing decisions and future associations with a brand.

There are a diverse range of marketing strategies that companies utilize, including campaigns that are entertaining, emotional, captivating, and touching. A brand’s vision is often communicated through these types of ardent and memorable ad campaigns.

For businesses in the medical manufacturing industry, the most successful campaigns have the potential to resonate with consumers and increase overall brand awareness.

The following are examples of three successful marketing campaigns to emulate:

  1. Nike

A well-known and highly successful marketing campaign is Nike’s “Just Do It” campaign. The campaign was launched in the 1980s, and featured athletes sharing accomplishments and encouraging its viewers to also participate.

The tagline continues to represent the brand today and has inspired many to take a leap and make courageous changes within their own lives. The success of the Nike campaign is a result of the emotional connection that the brand develops with the consumer through the ad. The slogan inspires motivation and healthy living that creates a positive customer association with the brand.

  1. Coca-Cola

The international “Share a Coke” campaign, first launched in Australia in 2011, encouraged customers to come together and share a Coca-Cola. It grew into an international and well-known campaign and was introduced to the U.S. in 2016.

Customers were able to choose beverage cans with the label “Share a Coke with…,” and the sentence was completed with customers being able to choose a can with their own name personalized on it. This marketing campaign created a personal connection between customers and the brand that increased brand awareness and trust for Coca-Cola company.

  1. Patagonia

Patagonia’s mission of protecting the planet resonates with customers because of the brand’s strong commitment to its mission. The brand’s marketing content clearly portrays a commitment to environmental sustainability through nature-related user-generated content, corporate sustainability goals and metrics, and a clear commitment to communicating the company’s mission.

Patagonia’s marketing tactics are successful because customers align with the brand’s mission and values, which makes the brand feel relatable and accessible. Consumers who feel personally connected to a brand because of its core values are more likely to make purchasing decisions.

Share Moving Media has published the medical industry magazines Repertoire and The Journal of Healthcare Contracting for over 30 years, and are experienced with assisting brands with content creation for a strong and reputable marketing campaign that will set your company up for marketing success.

Sources:

The Winning Coca-Cola Formula for a Successful Campaign | Blog Wrike

https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign
https://www.patagonia.com/activism/

The Advantage of Brand Awareness within the Medical Industry

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If you’ve shopped at the grocery store and decided to commit to buying the brand-named product such as Colgate, Nestle, or Betty Crocker, then you’ve experienced brand awareness.

Brand awareness is the extent that consumers associate with and recognize a specific brand. Brand awareness embeds itself into consumers’ lifestyles. When a brand is well-advertised, a consumer makes purchasing decisions automatically without having to weigh the decision against another similar brand.

It is important for companies in the medical distribution industry to set themselves apart when marketing their business or products, so consumers choose your company over other options.

So, why is establishing brand awareness important? And how can your brand implement it?

Brand awareness fosters trust

With so many companies to choose from in today’s marketplace, healthcare industry consumers especially want to make purchases from brands that they know well and trust.

Consumers can do extensive research on a brand online and read about other consumer’s opinions of the company before ever making a purchasing decision of their own. Companies can leverage technology as an advantage and do extensive online marketing to reach more customers. When consumers are familiar with a brand and have experienced it many times in advertisements, they are more likely to trust the company and continue to make purchases.

Creating brand awareness

Strategically placed advertisements aimed toward a company’s target audiences attract a consumer’s attention and create an awareness of the brand.

Health systems can advertise through social media, event sponsorship, magazines, newspapers, and online, etc., which all creates visual imagery of a brand and fosters increased awareness among consumers.

Through online, social media, and event advertising, consumers view and interact with content, thus learning about the brand and creating customer recognition. Targeted ads on platforms such as Facebook, Instagram, and LinkedIn allow consumers to interact with posts, comment, and provide feedback, all of which spread the word about a brand.

Brand awareness builds equity

Brand equity is the value of a brand. Equity is determined by positive consumer experiences and brand perception. Effective brand awareness tactics create repetitive positive experiences with a brand for a customer.

When a customer is aware of a brand, they recognize it, make purchasing decisions, and start to prefer it over other similar brands. This preference over other brands for consumers indicates high brand awareness and will help to build a brand’s long-term equity.

Brands within the medical distribution industry can greatly benefit from increasing their brand awareness. Share Moving Media, with over 30 years of experience working within the medical supply chain industry, can help your brand create the content that is needed to foster consumer’s trust and increase brand awareness and equity.

Keys to a Successful Marketing Campaign

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Successful marketing campaigns have the potential to increase brand awareness, boost sales, and promote brand engagement. Determining how to best navigate the digital and print marketplace can ensure a company develops the most effective option to promote a product or service.

An example of a very successful marketing campaign that went viral on social media in 2014 was the ALS Ice Bucket Challenge. The social media challenge featured individuals who voluntarily drenched themselves in ice water and posted a video of it online to raise money for ALS research. Once they filmed the video and posted it to social media, participants then tagged their friends to challenge them to participate also. The challenge went viral across social media, with celebrities and politicians participating such as Taylor Swift, Ben Affleck, and George Bush.

According to the ALS Association, the campaign increased annual funding for the organization by 187% in 2014. Successful marketing campaigns from the past can be used by companies in medical distribution as a learning tool to integrate similar tactics in their marketing design. So, what aspects of the campaign made the ALS Ice Bucket Challenge so successful?

  1. Simplicity: The ice bucket challenge was easy to emulate at home using only a bucket and water. Participants thought of the campaign as being simple and easy to follow, and they were more likely to participate, tag their friends, and spread the word.
  2. Shareability: The campaign went viral because of the ability to tag friends and encourage them to participate, which increased overall media circulation.
  3. Emotional and logical appeal: The ALS Ice Bucket Challenge was a highly interactive way to raise awareness and encourage donations toward an important cause. Participants felt like they were making a difference in a simple way.

A business can utilize these marketing campaign tactics and translate them to the specificities of their own brand to create successful marketing campaigns. Share Moving Media is experienced with the creation of marketing campaigns that increase SEO searches for companies within the medical distribution industry. We can assist your brand in creating content that is simple, shareable, and that appeals to emotion to effectively promote your company. Visit www.sharemovingmedia.comto learn more.

Sponsored vs. Earned Media

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In the healthcare industry, marketing strategies that stand apart from competitors are integral to navigating today’s saturated marketplace. Content creation can have numerous positive impacts in Med/Surg sales. There are many forms media can take when consumed by customers, and it is paramount to know the differences so they can be utilized to benefit your company.

Consumers often respond well to omni channel marketing strategies.

Omni channel marketing is a brand’s presence across multiple channels. Online channels include websites, apps, social media, and email. Medical suppliers increase their exposure through creation of a consistent brand experience. Omni channel marketing a is customer-centric form of brand promotion, meaning customers can interact with a business on their own terms, resulting in a better overall experience.

Having multiple forms of content increases the likeliness that a customer will be exposed to your brand and make purchasing decisions.

Sponsored media

Sponsored media is exposure that a company pays for. This content can take any form and is considered paid media as long as there is a financial component to publishing it. It can include blogs, articles, infographics, videos, websites, webinars, social media posts, etc.

Sponsored media can be created by the brand themselves, but typically companies pay for content creation to be outsourced. Share Moving Media has extensive experience creating content for clients in the medical distribution industry. Our knowledge of medical distribution, medical manufacturing, ambulatory surgery centers, GPOs, RPCs, supply chain executives, IDNs and health systems in the United States allows for an understanding of the content that will gain your brand recognition such as through blogs, podcasts, and articles that stands out among competitors.

For instance, Repertoire Publisher Scott Adams interviewed NASCAR driver Will Rodgers on his Liver Health Foundation, whose collaboration with OraSure Technologies provided individuals with free HCV testing from CLIA-waived healthcare professionals using the rapid point-of-care OraQuick HCV Rapid Antibody Test. The interview was presented in a podcast, as well as a story in a print and online issue of Repertoire Magazine. The multiple formats gave the sponsor increased visibility among the med/surg audience.

This format was also used on the IDN supply chain side in an interview with Quidel’s Doug Bryant on respiratory season, both in a podcast and article in The Journal of Healthcare Contracting

Earned media

Earned Media is brand exposure from methods other than paid advertising. Earned media is usually seen in the form of mentions, shares, reposts, reviews, recommendations and content picked up by third party sites.

Great content in the form of press releases, articles, podcasts, blogs, and more is crucial to share online and in print so your brand can receive the value of earned media. Each weekday, Repertoire’s and JHC’s Daile News often include earned media via press releases and reposts of information critical to medical distribution stakeholders

Share Moving Media has been creating marketing content for the healthcare industry for over 30 years. With trusted publications such as The Journal of Healthcare Consulting and Repertoire, we can assist you with any marketing content creation needs you may have and ensure great content to boost your marketing strategy. For more information, visit www.sharemovingmedia.com.

Why Podcasts are Perfect for Salespeople

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Podcasts are a strategic sales tool that will assure your business is a step ahead of competitors. A podcast is a long-form audio series that allows a business to communicate in a more direct, personal, and informative way. Information delivered through podcasts can be leveraged as a marketing and sales tool by salespeople. Read on for five reasons podcasts are beneficial for salespeople.

  1. Accessible and reaches more diverse audiences.

Podcasts can be accessed at any time without the need for a screen or visuals because they are audio content. Users can listen to content at any time, such as in the car, at work, or whenever they are not directly in front of a screen. Salespeople can leverage this aspect of podcasts to reach audiences more effectively and directly.

  1. Build brand awareness.

It is becoming increasingly common for businesses to promote their brand across a multitude of platforms. In a multi-channel marketing environment, utilizing podcasting can set a brand apart. Sales can be initiated through the relationships formed with podcast guests and potential audiences.

  1. Set you apart from your competitors.

Audio marketing can be a strategic way to set a business apart from competitors. Podcasts are gaining increasing popularity among medical distribution industry consumers, and businesses can use this as an opportunity to market products and gain a competitive advantage when podcasts are utilized as a marketing tool.

  1. Interview current clients and strategic partners.

Longer-form media such as podcasts allow ample time for details to be conveyed regarding a business or product. Interviewing clients is a great way to give a detailed explanation about them in relation to your business, which is mutually beneficial and can increase exposure for both parties.

  1. Unique Platform

Podcasts are a unique platform that allow the creator to share information on a topic they have expertise on, without the need for interaction or response. It is a platform where the content created matters and can make a listener feel informed and personally involved. Audiences who experience this are in turn more likely to trust a brand and make purchasing decisions.

With experience specifically working with manufacturers and distributors in the healthcare industry, Share Moving Media produces and edits over 50 podcasts a year for our clients.  If you are interested in doing a podcast, we can help your business create targeted marketing content. Listen to our podcast here and contact us if your business is interested in podcasts for marketing promotion.