Share Moving Media

How to Overcome the Creative Slump in Your Healthcare Marketing

By

Unlike in many other industries, marketing in healthcare can be a bit complicated.

There are numerous regulations and privacy concerns that health marketers need to navigate through while also trying to deliver engaging content. There are also a few creative slumps that many healthcare marketers get stuck in.

We are going to explore some of the reasons why healthcare marketing can be more challenging than other types of marketing. You’ll also learn what you can do as a marketer to overcome these challenges and break out of a creativity rut.

Key Takeaways 

  • Healthcare marketers must respect industry laws and regulations while attempting to deliver creative, engaging content. 
  • Marketers need to connect emotionally with their audience to get more effective results.
  • Using consistent messaging across multiple channels can help marketers produce more appealing content that resonates with potential customers.

Common Challenges in Healthcare Marketing 

Here are some of the most common challenges healthcare marketers may face while producing marketing materials in the healthcare industry.

HIPAA Compliance

HIPAA (Health Insurance Portability and Accountability Act) rules don’t only apply to healthcare providers, many of them also extend into healthcare marketing.

Marketers must find creative ways to reach their desired audiences without violating HIPAA Privacy Rules. If you are a medical supplier, this may be a bit easier since your company may not deal directly with patients. However, you still have to ensure that you are following all applicable rules to protect patient information. 

Here are a few tips to consider that will help keep your healthcare marketing HIPAA-compliant:

  • Do not share protected health information (PHI) in any marketing materials.
  • Only share direct testimonials if you have explicit authorization.
  • Obtain written permission for all email collections.
  • Make sure your marketing tools are HIPAA-compliant.

Marketing is Seen as a Cost Center

If your medical supply company is eyeing the marketing budget as a potential place to cut costs, you may not see any growth. How much you spend on marketing will depend on how much growth you want to see and what your annual revenue is.

According to a 2021 CMO Survey, marketing budgets are continuing to grow as a larger percentage of businesses’ total revenue. This is something to keep in mind if you want your medical supply business to keep pace.

Marketing needs to be seen as a crucial area to invest in, as opposed to a bill you have to pay. The better your marketing is, the better results you will get.

While these challenges may make your job as a healthcare marketing seem more difficult, it is important to stay positive. With the right tools and marketing strategy, your company can reach the right customers and see a larger return on your marketing investment.

6 Ways to Overcome the Creative Slump in Your Healthcare Marketing

Now that you realize where potential pitfalls can happen, you are ready to overcome your healthcare marketing challenges. One of the key differences in healthcare marketing, compared to other types of marketing, is that the devices, products, and solutions you are selling are designed to change people’s lives.

Here are some positive thoughts to concentrate on to get you going in the right direction.

1. Put the Spotlight on Your Brand 

Think about what sets your company apart from the competition.

  • Do you have a unique brand story? 
  • How can you showcase your mission or value statements creatively to your customers? 
  • Is your customer journey simple and transparent?

You should also rely on all team members, even outside your marketing group, so you can gain unique insights from all parts of the company. With the various perspectives from different team leaders, you can brainstorm unique marketing ideas.

2. Focus on Real Emotions and Motivations 

By targeting the emotions of your potential consumers and the motivations behind their need for your product, you can start making true connections that feel believable. To do this, you can create content that tells a story and inspires your audience.

3. Learn About Consumer Interactions with Your Products 

Thanks to social media, you can find countless examples of people chronicling their journey through an illness. You can search for blog posts, YouTube videos, forums in Reddit and Quora, and reviews in Google and social media platforms where people share how they felt after using your product. You may be able to use that information to guide your future marketing.

4. Use Targeted Marketing Practices 

You can ask yourself the following questions to know who you need to focus on in your marketing campaign:

  • Is your product for hospitals or intended for home healthcare use? 
  • Is it something doctors might be interested in for their practice? 
  • Who are your current customers?
  • Are there other markets you could expand into?

Once you know who your audience is, you can figure out how to target your marketing efforts where your ideal audience will see it. However, you have to do this carefully, so you do not violate any HIPAA regulations or other privacy laws.

5. Focus on Multiple Marketing Channels 

Omnichannel marketing is an effective way to create a unified brand message. Like multichannel marketing, omnichannel marketing uses multiple channels, such as social media, print, and television to reach potential customers. What makes it different is its use of connected and optimized messaging across all channels.

This is a smart method for the healthcare industry as it generally increases conversion rates and gives you more leads. It also makes it easier to expand your internet-based marketing. In fact, the amount of money spent on internet advertising in the healthcare industry is set to surpass television spending for the first time in 2021.

Chart Description automatically generated with low confidence

6. Be Consistent 

Customers appreciate consistency when working with any type of business. They want to know what to expect from you. You should deliver consistent branding and messaging through the marketing materials published or displayed across all your media outlets and channels. Make sure that you have set your brand’s mission statement, tone of voice guidelines, and colors so every marketer in the company knows how to create the marketing materials that truly reflect your company.

Understanding the common mistakes in healthcare marketing combined with more effective marketing strategies can help your healthcare company increase its market share.

Inject Creativity into Your Healthcare Marketing with a New Strategy

If your medical supply company is ready to make a change and reach new customers, Share Moving Media is here to help. We can connect you with the right audience, amplify your company message, and provide creative, engaging marketing materials for your business.

 Contact us today to learn how to get started!

Why Medical Suppliers Need to Create Content Distributors Can Use

By

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.

In-house vs. Outsource: What’s Best for Healthcare Content Creation?

By

Healthcare distributors and suppliers can’t afford to skimp on content quality. 

In the competitive healthcare supply chain industry, you need to squeeze every ounce of trust and authority as you can from your content.

With so much riding on your healthcare content creation, what’s best: in-house or outsourcing? 

You might assume hiring inhouse is the answer – why let content slip out of your control? However, outsourcing often gives you leverage over the competition while reducing costs.

64% of manufacturing marketers and half of B2B marketers outsource at least one content marketing task. Of those who outsource, 84% to 87% outsource their content creation. 

Here’s what you need to know to make the best decision. 

In–house vs. Outsource: What to Choose for Healthcare Content Creation?

Healthcare distributors and manufacturers need content for several market segments and stages of the buyer’s journey. 85% of buyers say they would consider dismissing a company that doesn’t personalize the initial touchpoint. 

That’s a lot of risk and pressure.

Creating effective content requires technical knowledge of your product and the industry, end-users, healthcare professionals, and marketing in general. 

Your content marketing directly reflects your company’s value, expertise, and professionalism. On that note, it would seem like hiring a technical content creator is the only choice.

Should You Hire an Inhouse Healthcare Content Creator?

First things first. Hiring a single technical writer to cover your content production won’t get the job done.

If you want to keep your content creation in-house, you’ll need to hire an entire team. Writing copy for blogs, eBooks, and marketing material is more than a full-time job for one individual – and writing is only one small part of content creation.

Creating effective healthcare content requires a team of creators, strategists, and analysts:

  • Graphic designers for infographics, social media posts, and custom website graphics
  • Video technicians for instructional videos, tutorials, and social content
  • Technical editors and fact-checkers 
  • Social media managers
  • Analysts to track the ROI of your content

Plus, in–house content writers have implicit bias. You don’t want overly promotional content. Your content should be helpful, useful, and actionable – not salesy. An in-house content creation team reports directly to shareholders so they might have trouble overcoming this issue.

7 Benefits of Outsourcing Your Healthcare Content Creation Needs

Outsourcing isn’t synonymous with detachment and low quality. Quite the contrary! 

Entire agencies specialize in creating technical content – the technical yet engaging and digestible content your industry demands. 

1. You Get Access to Leading Talent

Healthcare content marketing agencies specialize in one thing: creating healthcare content. They hire the best writers in the business. 

They’ve already put their team through a thorough vetting process to ensure they can produce the content you need. 

Plus, they handle the editing and quality control, so the burden is totally off your shoulders. 

2. You Can Spend More Time on Strategy

Content creation is time consuming. Behind a single blog, you’ll find hours of keyword research, topic development, copywriting, and editing.

Outsourcing frees up thousands of hours each year. Instead of getting bogged down with content, your marketing team can focus on strategy, audience research, and tactics.

3. Outsourcing is Cost-Effective

Remember, you aren’t hiring a single creator. You need an entire team. 

Glassdoor says the average business spends $4 thousand and 24 days to hire a new worker. Recruitment technology, assessments, job postings – these all cost time and money. 

If the relationship doesn’t work out, it could cost you 200% of the worker’s salary to find a replacement.

4. You’ll Produce Content Consistently

HubSpot recommends large blogs publish up to five pieces of content per week. Those who prioritize their content are 13x more likely to enjoy higher ROI from their efforts.

An outsourced team has the time and resources to publish high-quality content consistently. 

5. Outsourcing Provides Easy Access to Metrics

A specialized healthcare content agency wants you to see ROI from your content investment. They have on-staff analysts tracking your content’s metrics. 

They’ll help you visualize your content’s performance with charts and have all the info ready to go for shareholders.

6. You Can Seamlessly Scale Your Healthcare Content Production

As we’ve seen with COVID-19 vaccine production, healthcare distributors must scale instantly when necessary. Outsourcing your content lets you seamlessly scale up or down as your needs and budget change. 

You don’t have to go through the trouble of hiring during a surge, evaluating, and laying off if things slow down. 

7. Outsourcing Gives You Access to the Latest Technology

Hiring costs are one thing but tools are also costly. Enterprise packages for SEO, social media, and content can cost thousands every month. It’s just one more thing marketers must make their case for to shareholders.

Outsourcing your content means you already have access to the industry-standard tools and emerging technologies. Healthcare content agencies need to stay competitive too.

Start Building Your Healthcare Content Creation Strategy 

At Share Moving Media, healthcare content for distributors is all we do. We’re a full-service agency with industry experts offering everything from eBooks and blogs to videos and podcasts. 

We understand the value of high-quality content. That’s why industry leaders trust us with their content creation. 

Get insider healthcare content knowledge in your inbox. Subscribe to our newsletter to stay on top of the latest trends, best practices, and tips!