Share Moving Media

Increasing Your Market Share with Share Moving Media

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Are you ready to learn how to increase your market share and crush your competition? It all starts with marketing. We’ll take it a step further and say that marketing with the right content is crucial for building a solid foundation – a launchpad for building relationships and winning clients.

At Share Moving Media, our people are passionate about creating and distributing the right content to the right audience at the right time. Our full-service media and content team will create articles, webinars, videos, blog posts, graphics, and other forms of media to help you drum up new business. We also offer live events and educational services to help your team learn and grow in the right direction.

How We Can Help You Increase Your Market Share

Our goal is to help best-in-class medical suppliers – including distributors and manufacturers – gain more share of their market. Explicitly, we help our customers attract new clients by creating intriguing, relevant, engaging, and timely content their audiences are craving.

You can no longer get away with only highlighting the features and benefits of your products and services, then call it a day. Modern consumers need to understand the “why” and “how” behind the “what.”

For example, instead of running through a list of features your product offers, share how it can change your client’s life. Tell them why they can’t live without it. This may sound like a tall order. That’s why we’re here – to create strategic content your clients want to consume.

Why Does Your Business Need Content to Gain Market Share?

It takes time to build trust and turn leads into loyal customers. Content marketing is the perfect solution. It can help you move prospective clients successfully down the sales funnel – through the awareness, consideration, and decision stages. 

Here are three reasons content marketing is a game-changer for manufacturing businesses in the healthcare industry.

1. Gain a deeper understanding of your niche, audience, and competition.

To build an effective content marketing strategy, we’ll research your specific market, target audience, and direct competitors to develop a holistic picture of your organization. We’ll learn what sets you apart and makes you unique. Then we’ll help you market why you’re the best choice, emphasizing your quality services and trustworthy products. We’ll find a way to distinguish your offerings from your competitors’ and help you build your reputation as an industry leader.

2. Engage new and existing prospects, leads, and customers.

Your clients know what they want. Sometimes the best way to find answers to questions your team is asking is to ask the source: your target audience. Sending out surveys, engaging with customers on social media and online forums, communicating via email, and sharing relevant information online and in-person are valuable tactics for driving higher engagement.

Once we’ve identified the best channels for reaching and engaging your ideal consumers, we’ll target them using content they won’t be able to resist.

3. Build trust and earn long-term loyalty.

Providing content for consumers at every level of the sales funnel can help you attract your ideal audience at any point in their buying journey. Connect with prospects just starting their search and nurture them until they’re ready to buy. 

  • Awareness stage: Content at the top of the funnel may include educational videos, magazine articles, and blog posts that attract strangers to your company. 
  • Consideration stage: Content in the middle of the funnel may include ebooks, case studies, and podcasts that further engage users and continue building trust with them.
  • Decision stage: For leads at the bottom of the funnel, you can offer training, webinars, and other resources to prove you’re the best solution to their problem.

You can accomplish all this and more through strategic content production and distribution.

Who Can Benefit from Joining Forces with Us?

We work specifically with manufacturers and distributors in the healthcare world. If you’re a medical supplier selling products to distributors or end-users, we would love to partner with you.

How We Help You Gain Market Share

We’re dedicated to providing our customers with the tools and resources required to increase market share. We can develop unique content to help your business reach prospects at every stage of the buyer’s journey. We’ll help you attract, engage, and delight customers, converting them into long-term brand ambassadors. Here are some options to consider: 

  • Blog posts
  • Magazine articles
  • Online publications 
  • Videos
  • Webinars
  • Online training
  • Podcasts
  • Ebooks
  • Case studies
  • And more

Gain Market Share with Strategic Content

Are you ready to take the next step toward building a highly engaged audience for your business? Share Moving Media would love to partner with you to help you beat your competition and increase your market share. Not only can content help boost your sales and ROI. It can help you gain a loyal client base, become a leader in your field, and maintain success for years into the future.

Contact us to learn more.

Healthcare Manufacturers Can’t Afford to Skip Digital PR because buyers don’t trust brands!

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When you think of public relations, what tactics come to mind?

Most healthcare manufacturing marketers or execs might mention TV ads, billboards, press releases, and even dinners or charity events.

While these traditional methods are all valuable, digital PR is the only way healthcare manufacturers can set themselves up for long-term success.

You need a multi-prong, diversified PR strategy. 

It’s really simple: Your audience spends time browsing virtual channels and consuming content, so you need to show up there too. 

Why is Digital PR Mandatory for Healthcare Manufacturers?

On LinkedIn alone, you’ll find over:

  • 7.2 million healthcare professionals
  • 850 thousand doctors
  • 188 thousand healthcare companies
  • 2.3 million nursing professionals

The point is, your audience hangs out online. They read blogs and news articles, they talk about their day, they search for solutions to problems, they research new products and brands.

Digital PR gives healthcare manufacturers leverage. 

Digital PR Adds Much-Needed Emotion to Healthcare Manufacturing 

Syringe barrels, speculums, table covers, and other healthcare supplies aren’t exactly the warmest or most wholesome products as-is. Who says they can’t be though?

Healthcare products save lives, keep people safe, promote sanitation, and function as some of humankind’s greatest achievements. That’s pretty emotional if you ask me. 

That’s why digital PR is essential for healthcare manufacturers. 

Instead of simply running ads for your products or dropping off samples, digital PR lets you create an entire aesthetic around your brand. Eventually, people will associate the emotions expressed via your PR material anytime they hear your brand’s name or see a product.

Without Digital PR, You’re Letting Competitors Take the Digital Market Share

You might not have a digital PR presence in the healthcare manufacturing realm, but you should assume your competitors do. That means you’re letting your competition soak up the entire digital audience share. 

Do some research into your competition’s online presence. What values and emotions do they want people to associate with their brand? What type of content do they produce? Where do they publish? And most importantly, how engaged is their audience?

Use the answers to set your digital PR strategy apart.

Buyers and Consumers Don’t Trust Brands

Everyone knows paid advertisements are just that: Brands paying for reach to sell products. No one likes ads and they don’t trust brands – not consumers or business buyers. 

Maintaining an active digital PR strategy lets you engage your audience in a non-promotional way, encouraging trust and loyalty.

Nine out of ten consumers buy from brands they follow on social media. Furthermore, 61% say a brand’s engagement with its audience is the most important aspect – even before transparency. 

Press Releases and Print Media Aren’t Enough to Build Connections

Niche journals, magazines, and publications are certainly an important part of any successful digital PR strategy – but they’re not enough. 

People only spend so much time reading print material. However, most of us spend several hours online each day, especially with 71% of Americans still working from home as of December 2020.

Your task is to figure out which platforms and channels your audience segments use and insert your digital PR content there.

5 Tips to Win at Digital PR for Healthcare Manufacturers

Digital PR includes both macro and micro strategies to pull off a comprehensive “image.”

At the macro level, you have:

  • Short- and long-term objectives
  • Ideal platforms to reach your audience
  • Your brand’s style guidelines to maintain a consistent voice and aesthetic
  • Editorial guidelines to keep a stable opinion/stance in thought leadership

At the micro level, use the tips below to create your healthcare manufacturing digital PR strategy.

1. Sign Up for HARO to Boost Digital PR

Why wait (and hope) for relevant journalists in your niche to find your press releases? Why not just assign a member of your team to go to the journalists when they need quotes for topics in your niche?

That’s exactly how HARO works. Help a Reporter Out sends out automated emails three times each day for the lists you subscribe to – in your case, healthcare and business. 

Someone on your team can browse the in-progress pieces and reach out to the individual journalists to provide quotes. Plus, it helps you build long-term rapport with journalists and writers in your niche – and access to their audience.

2. Partner with the Right Healthcare Influencers

Did you know half of your B2B buyers are millennials (or possibly even younger)? 

No one takes an influencer’s word as ultimate truth, but millennials are more likely to trust an influencer’s opinion (compared to your marketing content) since they aren’t working directly for your company. 

Research and choose influencers who have an engaged audience that mirrors your target market.

3. Rally Around a Relevant Cause

As a healthcare manufacturer, your brand’s image can either appear cold and aloof or warm and human. Any winning digital PR for healthcare manufacturers must highlight a relevant cause. 

Look for a relevant cause (or causes) based on the products you sell so your target audience segments will connect with the goal. Go niche when you can: Awareness, prevention, and prompt treatment of heart attacks in women works much better than the general “women’s health.”

4. Host Q&As or AMAs for Digital PR 

Video content gives you a chance to literally connect with your audience segments human-to-human. Choose someone friendly who embodies your brand’s aesthetic and values to host live Q&A videos, webinars, AMAs, tutorials, and anything else helpful.

5. Publish Thought Leadership Content

While content marketing helps you establish awareness, thought leadership helps build authority in your expertise. 

Thought leadership puts names and faces to your brand’s knowledge, opinions, values, and visions for the future – all vital for effective digital PR. Pick the right digital outlets where your target audience segments will see it.

Healthcare Manufacturers Can’t Have Digital PR Without Content

Whatever strategy you build, you’ll need content at every touchpoint. 

Social media videos, emotion-driven copy, nuanced thought leadership blogs, influencer content for sharing – content is the backbone of digital PR for healthcare manufacturers. 

At Share Moving Media, we manage a wide range of highly targeted publications online and off where we help brands like yours reach thousands of professional readers in your niche. Find the right publication for your brand now!

The Sum is Greater Than the Parts: Co-Marketing Strategies in Healthcare

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Co-marketing in healthcare can help your brand expand its audience and win new, brand-loyal followers who are likely to convert into paying customers.

Healthcare distributors that partner with other brands in their field also can take advantage of new resources, expertise, and ideas. All of this adds up to more creative, impactful, and far-reaching marketing campaigns.

Benefits of Co-Marketing

A well-executed co-marketing effort will be greater than the sum of its parts in the truest sense of the saying: A collaborative campaign between two brands is often more compelling than a single-brand campaign, as each partner adds unique assets to the equation.

If you need proof of the value of co-marketing, look at some of the world’s biggest brands:

  • GoPro and Red Bull co-branded for the Stratos campaign.
  • Pottery Barn and Sherwin-Williams joined forces for the “Color Your Room” campaign.
  • BMW and Louis Vuitton teamed up for “The Art of Travel” campaign.

These companies have the funds and expertise to run entirely effective marketing campaigns solo. So why team up? They recognize the immense value of co-marketing.

Here are some of the benefits:

Save Money

Marketing campaigns cost money. Some initiatives, like email marketing or organic search engine optimization marketing, can be reasonably cost-efficient. However, other initiatives like paid search marketing and pay-per-click advertising can require five-figure budgets.  

When you co-market in conjunction with another brand, you tend to split the costs of the campaign. This allows both sides to save, resulting in a greater return on investment.

Reach a Wider Audience of Brand-Loyal Consumers

If you’ve been in the healthcare business for some time, you probably already have a built-in audience – loyal consumers and followers form a network of connections that you’ve nurtured for years. Finding new leads to convert is often a challenge, however, especially in the competitive healthcare market.

When you co-market with another brand, you gain automatic exposure to their built-in following of customers. Of course, they gain exposure to your built-in following, too – quid pro quo.

Not only do you gain automatic exposure, that exposure is also more likely to result in conversions. Why? The people who follow your co-marketing partner presumably already trust that brand. They are thus even more likely to trust your company. You’re no longer a stranger. You’re a friend of a friend.

Target the Right Customers at the Right Time

Partnering with other brands also opens up unique opportunities to reach customers at a point in the sales funnel when they are more likely to convert.

The most obvious example can be seen when you book a vacation. As soon as you buy a flight, you get offers for hotels and car rentals. These brands are demonstrating co-marketing common sense. They are creating a one-stop shop to maximize your spending when you’re already in a buying session.

How might this scenario look in the healthcare setting?

Say you work for a medical devices company selling blood glucose monitors for diabetics. You partner with healthcare providers in the diabetes space, promoting a campaign that raises awareness about symptoms of diabetes and the importance of diagnosing and managing the illness.

The campaign will drive potential diabetics to seek testing from HCPs, bringing them business. Those diagnosed with diabetes will then already have your brand name in mind and know where to turn when they need blood glucose monitors to manage their illness.

Tips for Co-Marketing in Healthcare

Ready to implement co-marketing in healthcare? Follow these steps.

Choose the Right Partner

The value of co-marketing partnerships depends mainly on who you partner with. Choosing well-respected and well-recognized brands can enhance your brand identity. Conversely, aligning yourself with brands that have a bad reputation can harm your image. Reputation management is critical.

You also want your partnership to make sense. As a healthcare distributor, it won’t look good to partner with a tobacco brand. Now, that’s a pretty egregious example – but you get the point. Your partnership needs to be logical. You shouldn’t just pick a partner because they have a big name. The aim is to align services and products that support each other.

Set Shared Goals and Develop Your Strategy Accordingly

Both partners need to benefit from your co-marketing campaign. Define individual goals and share them to make sure your agendas are aligned. You can then develop mutual goals. With your aspirations set, you can craft your time-specific marketing strategy, including key milestones, deliverables, and metrics you will use to track progress.

Create a Co-Marketing Agreement

If you’ve determined that your mutual goals are aligned, go ahead and hammer out a formal co-marketing agreement. This will help to avoid miscommunication as your collaboration progresses.

Your agreement should cover goals, timelines, topics, promotional plans, and reporting initiatives. If you are creating co-branded content, where will each party share it? How often do they need to share it? What evidence do they need to provide to the other party that they’ve shared it? Finally, make sure to define ownership of content and assets that result from your collaboration.

Tap into Each Party’s Strengths and Weaknesses

Co-marketing campaigns are created collaboratively. Working with an external brand to craft compelling healthcare marketing strategies and content can reinvigorate your in-house marketing. Such collaboration allows you to tap into novel resources and expertise and develop new ideas.

Before you start creating your campaign, take stock of each party’s strengths and weaknesses. Maybe your healthcare marketing team is hitting it out of the park in social media marketing but falling short on blogging. If your partner has a high-traffic blog, that’s great. Once you know each side’s strengths and weaknesses, you can better divide up tasks for maximum effectiveness.

Craft Compelling Co-Marketing Content

Finally, you can get to the fun part of co-marketing in healthcare: creating actual campaigns. You and your partner should craft new content together. Brainstorm collaboratively and select the ideas you like best to carry forward. Mapping the customer journey can help ensure alignment of concepts and goals as you develop joint content marketing in healthcare.

Boost Your Co-Marketing Impact with Share Moving Media

Trust Share Moving Media to support your co-marketing in healthcare. We are a full-service media company, crafting everything from ebooks to white papers and podcasts. We can help you and your marketing partners prepare compelling content that engages and converts audiences to increase healthcare sales.

Contact us for help with your healthcare marketing.

4 Key Insights for Manufacturers from Content Marketing Institute’s 2020 Report

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In a competitive healthcare manufacturing landscape, B2B companies are beginning to invest resources and budget into building substantial content marketing strategies. With 78% of CMOs believing that content is the future of marketing, a vast majority of businesses have embraced content marketing over traditional marketing tactics. 

Quality content is an effective way to grow audience engagement, boost brand awareness, and drive sales. Not only that, but it also helps you build trust and loyalty with your audience to improve conversions over time. 

In a modern world, your healthcare customers expect you to develop valuable content that answers their questions.

Even if you run a small marketing team, content marketing can work for you. If you’re involved in any type of content marketing, reading through the Content Marketing Institute’s 2020 B2B report is essential to understand how you can get started. Let’s take a look at a few content marketing insights for healthcare manufacturers that you can start implementing today.

Why are Content Marketing Insights Important for Healthcare Manufacturers? 

Marketing moves fast. In an ever-changing landscape, you need to stay ahead of the game. 

91% of B2B marketers are committed to using content in their marketing strategy. With more healthcare companies developing content, it’s more important than ever to stay on top of current trends to remain competitive. Content marketing insights for healthcare manufacturers help you understand how to reach customers at every stage of the funnel and carry a consistent message. 

Staying updated on marketing insights allows you to:

  • Understand how your customers research and purchase products
  • Keep abreast of new changes in healthcare consumer behaviors and priorities
  • Stay relevant to your target audience, marketplace, and competitors
  • Forecast and budget better so you’re not wasting any resources

4 Content Marketing Insights for Healthcare Manufacturers

The Content Marketing Institute (CMI) is dedicated to providing resources to professionals who are looking to propel their company forward with content. As a leading global content marketing training and educational organization, they teach brands how to engage, attract, and retain customers through storytelling.

Healthcare manufacturers can take advantage of CMI’s 2020 report to learn more about developing impactful content. Here are the key insights from the report:

1. Top-of-the-Funnel Content Increases Engagement

Most B2B marketers focus on content that targets top-of-funnel engagement and goals. While 86% of respondents use content marketing to build brand awareness, there has been a notable increase in those that use it to build loyalty (9% increase) and generate sales (8% increase). 

For healthcare manufacturers, top-of-the-funnel content includes:

  • Infographics
  • Blogs
  • Videos
  • Ebooks or whitepapers

Top-of-the-funnel content doesn’t attempt to sell your target audience products, but instead focuses on developing educational materials that solve pain points.

2. High-Performing Content Formats Drive Results

While marketers are focusing on top-of-the-funnel content, it’s essential to understand what formats perform best throughout the entire customer journey. High-performing content at every stage includes:

  • Awareness: Blog posts/articles (31%), social media content like tweets and stories (25%), and in-person events (8%)
  • Interest: In-person events (19%), webinars/online events (16%), and ebooks/guides (13%)
  • Consideration: Email newsletters (31%), blog posts/short articles (13%), and in-person events/case studies (9%)
  • Purchase: In-person events (25%), case studies (23%), and webinars/online events (11%)

Regardless of the B2B company size, half of the marketers create content for their targeted audiences who are in the early stage of the lead flow. To successfully engage with your customers, your content needs to speak to every stage of their customer journey so you can provide relevant and personalized information to drive conversions. 

3. Paid Distribution Channels Remain Essential

While content marketing fundamentals focus on building an organic presence, 84% of B2B marketers use paid distribution channels to promote their content marketing strategy. In the same group, 72% of professionals report that LinkedIn is the top paid and organic social media platform that generates the best results. Additional paid content distribution channels include:

  • Sponsorships (66%)
  • Search engine marketing (61%)
  • Display ads (46%)
  • Sponsored email content (32%)
  • Native advertising (31%)
  • Other (14%)

Additionally, marketers report using social media (91%), brand’s website (89%), and email (87%) as the preferred free distribution channels to earn higher customer engagement. 

4. Marketers Continue to Measure Performance and ROI

When it comes to measuring content performance, 65% of marketers utilize key performance indicators (KPIs) and 43% measure content marketing ROI. Marketers track ROI with the following metrics:

  • Email: Opens, clicks, and downloads (90%)
  • Website traffic: Pageviews and backlinks (88%)
  • Website engagement: Time spent, bounce rate, form completion (86%)
  • Social media: Shares, followers, likes, and views (83%)
  • Conversions: Traffic to subscribers and sales (78%)

From the 43% of marketers who measure ROI, 59% of them rate their ability to demonstrate ROI as very good or excellent.

Develop an Impactful Content Marketing Strategy

As health manufacturers compete for conversions and internet rankings, it’s essential to utilize CMI’s insights to develop a comprehensive content marketing strategy. With the right strategy in place, you can build brand awareness, delight your customers, and boost your bottom line for years to come.

Ready to develop quality and valuable content? Get started today with Share Moving Media. 

Content Marketing 101 for Healthcare Distributors

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Healthcare distributors are an integral part of the U.S. healthcare ecosystem, helping deliver medicines and devices to the market. Distributors create efficiency, providing some $33 to $53 billion in savings every year.

As a medical supplier, you are tasked with bringing the latest innovations to patients. An effective healthcare marketing strategy allows you to reach the decision-makers in the medical equipment sales funnel who bridge the gap between you and the end-user.

Whether you’re targeting private physician practices or large-scale integrated delivery networks (IDNs), content marketing can help you engage your audience, allowing you to ultimately ramp up sales.

This guide introduces the basics of content marketing for healthcare distributors and gives you five concrete ideas for implementation.

Why Use Content Marketing?

Content marketing encompasses various media, from blogs to websites, videos, infographics, and more. This diversity allows for fantastic flexibility. You can tailor marketing campaigns to different people and purposes, depending on your target audience.

Additionally, content marketing is cost-effective. You can repurpose critical messages from a blog for a YouTube video – or use stats from an infographic in a thought leader article in a magazine. A small investment will take you far, thanks to the content’s adaptability.

Recognizing such advantages, companies are increasingly relying on content marketing to increase revenue and market share. Most content marketers focus on lead generation (85%) and sales (84%).

5 Ways to Implement Content Marketing

Content isn’t just meaningless filler. It will generate revenue – if you know how to use it. Here are some tips for effective content marketing for healthcare distributors.

1. Incorporate Visuals

Technological advances have made modern societies more visually oriented. The age-old moniker that “a picture is worth a thousand words” has never rung truer. Large chunks of text alone don’t catch the eye.

Always include visuals with your content. Even a blog post or magazine article can be broken up with appealing photos or infographics.

2. Hijack the News

The media machine is 24/7. Tap into its power. Use current events to bring consumers back to your product. You can even piggyback off annual events like the Super Bowl or the holiday season to create seasonal marketing campaigns.

News about an upwards trend in heart attacks is a platform to talk about cardiovascular stents. Statistics about an increase in depression due to isolation during COVID-19 can serve to discuss mental health products.

3. Give Something Away for Free

Free content can serve as the first step in grabbing your target audience’s attention. It gives consumers a low-risk way to get to know your company or product. Do it right, and you can convert a curious content-consumer into a buyer.

How? There’s a lot of bad content out there. Make sure yours adds value. Create a well-researched white paper or e-book covering the latest updates in your niche. Whether you distribute ultrasound equipment or hearing aids, you are an expert in your field. Share your knowledge.

4. Embrace Storytelling

People get tired of numbers and statistics. Drowning your target audience in quantitative information can also come across as aggressively sales-like – a turnoff for many consumers. Storytelling is a content marketing technique focused on building trust and loyalty by fostering a more personal connection.

Use stories to back up hard facts. Get patient or physician testimonials attesting to your product’s value. Providing such examples allows potential buyers to connect with your work on a personal level. 

5. Try Interactive Media

Interactive content like clickable infographics or quizzes intrinsically demands engagement. This is an effective way to get people to stay with your content instead of just skimming past it. Some types of interactive content, like surveys, can even be used to collect more information about your target audience, allowing you to better serve their needs.

The Secret to Success: The “S” Word

Creating great content is only half the battle. A strategy is the secret to success. Content marketing in healthcare must be targeted, planned, and measured. Audience targeting allows you to increase return on investment by ensuring you put your marketing money into channels that resonate with buyers.

Planning allows you to get ahead of the market. As a healthcare distributor, you’re at the forefront of innovation. When a new medical technology or diagnostics device is set to hit the market, you’re among the first to know. Creating a content plan before the actual launch gives you the tools you need to promote the product the second it drops.

Measurement is the final piece of any effective healthcare marketing strategy. How many views did that YouTube video get? What was the click-through rate of that Google ad? How many new email subscribers did the call to action in your thought-leader article generate? Such a metrics-based analysis allows you to tweak your content marketing for more positive outcomes.

Learn More About Content Marketing for Healthcare Distributors

Share Moving Media can help you increase healthcare sales with comprehensive content marketing. A full-service media company, we create many types of content, including webinars, blog posts, e-books, graphics, and more. We work with best in class distributors to deliver market share through a variety of services across multiple channels using content marketing in print, video, webinars, education modules, and live events. With this diverse array of healthcare marketing tools, we help your brand grow. 

Sign up for our newsletter to learn more about how Share Moving Media can help you plan and create quality content in context. Ready to start creating your content strategy? Contact us today!