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OhioHealth, Valley Health System, and UAB Medicine Ranked Among Most Empowering Brands in Healthcare

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Brand perception is an important aspect of sales and marketing success in the healthcare industry. Consumers across health systems and the healthcare supply industry desire to feel good about the decisions they make and know that the brands they are buying from are trustworthy.

Humanism in healthcare entails person-centered customer service, and that each customer is treated with respect and an understanding of their specific needs. Many health systems have found marketing success by highlighting the organization’s customer-focused goals in their campaigns.

In a 2023 study by the marketing agency Monigle, the 25 most humanistic and empowering healthcare brands were evaluated and ranked in a Humanizing Brand Experience Study, according to Becker’s Hospital Review and Monigle. Read on to learn about how three of the top ranked brands market successfully, and how marketers in the healthcare supply chain can emulate aspects of their campaigns in their marketing strategies.

  1. OhioHealth (Columbus, Ohio)

Trust between physicians and patients is part of OhioHealth’s vision statement that reads, “providing exceptional care for all through experiences that earn a lifetime of trust,” according to Sue Jablonski, OhioHealth’s senior vice president and chief marketing and communications officer. Fostering trust in each interaction with a patient makes it more likely they will have a positive experience and continue to choose the brand for treatment needs going forward.

  1. Valley Health System (Ridgewood, NJ)

Valley Health System’s mission is to provide inclusive and respectful care to everyone, including individuals with diverse needs, in the Northern New Jersey and Southern New York Community. Through initiatives such as a social equity council, LGBTQ+- inclusive care, and spiritual care services, Valley Health ensures a humanistic healthcare experience by meeting each customer’s individual needs. The aspect of inclusivity in Valley Health System’s healthcare model resonates with consumer audiences from a variety of backgrounds.

  1. UAB Medicine (Birmingham, AL)

UAB Medicine strives to “make every patient encounter a positive one,” and maintain humanistic care throughout all patient experiences. The health system’s values include “always care, own it, work together, and do right,” which encourages physicians to take accountability, engage in empathetic listening, and do no harm in their practices. Each employee at UAB is encouraged to follow these principles, and as a result, patients experience a high level of humanistic care and continue to return to choose the brand for a variety of needs.

As a healthcare industry supplier, you can learn the best marketing techniques from your most successful customers in the industry. Along with health systems, brands in the healthcare supply industry can greatly benefit from highlighting their commitment to humanistic healthcare.

Companies in the healthcare supply chain industry have the potential to profit from conveying to IDNs and customers that they have personalized, humanistic solutions that can help them deliver on brand promises. Contact John Pritchard at jpritchard@sharemovingmedia.com to set up a time to talk about how your company can better market its values, mission, and goals to increase consumer trust.

Blogging for Business 101

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Blogs began as a way for individuals to write about their passions or day-to-today lives in a short-form journal format. Blogging also has many benefits for companies to utilize in marketing campaigns. Today, blogging is leveraged as a tool by many businesses to promote ideas, brands, stories, and products.

Blogging is the creation of media including writing, images, or content that is self-published online. Businesses can incorporate blogs into their websites to promote a more personalized customer experience. Blogs are beneficial for businesses because they incorporate frequent updates, opportunities for consumer engagement, and an informal platform that allows for customer interaction and conversation related to the brand.

For businesses in the medical manufacturing industry, blogs are beneficial because they are an online, cost-effective marketing tactic that has the potential to boost brand engagement. Blogs are traditionally short-form written content, such as the article you are reading now.

So, what are the benefits of blogging for business?

  1. Generates SEO content

Blogs are a chance for a business to increase its Search Engine Optimization (SEO), which is a process used by companies to have greater visibility and circulation on search engines. Through SEO, there is a higher potential for customers to find a company in search results, and therefore businesses are more likely to be clicked on by customers.

  1. Builds Consumer Trust

Customers want to trust the brands they are buying from. They also want to know that the products they are purchasing are legitimate and worth the investment. Blogs allow companies to have a space to demonstrate their expertise, credibility, and product knowledge through online written content.

  1. Engages Brand’s Audience

Traditional business’ websites don’t leave much room for consumer interaction and conversation. Blogs are dynamic sources of content, and a brand’s audience can engage with blogs by leaving comments, sharing it on social media, or recommending products to others.

  1. Share Business Updates

Blogs are a chance for businesses to frequently engage with and update their audience. Blogs can be updated daily, weekly, or monthly depending on a business’ needs, as opposed to a traditional static website. They allow for a brand to share relevant information such as details about a product, sales events, business news, and more.

In the dynamic medical manufacturing and sales industry, it can be hard to find time to focus on creating engaging marketing content. Share Moving Media has extensive experience writing content for the surgical sales industry through the publication of Repertoire Magazine and The Journal of Healthcare Contracting. SMM can help your brand create personalized marketing content specific to the needs of your business. If your business could benefit from an individual session to brainstorm blog or marketing content ideas, please contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet about marketing campaigns and the potential for blogs to increase your brand’s consumer engagement.

SMM will give away 3 months of free blogs to the first 5 companies to set up a call with Scott. The deadline is August 15, 2023. 

Revisiting Dollar Shave Club Videos: Why Were They a Success?

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Dollar Shave Club videos have gained more than 28 million views on its YouTube-only ads since 2012. The advertisements were a huge success online and generated more than 12,000 new orders for the company within 48 hours, according to a Jilt blog.

The Dollar Shave Club videos revealed just how effective video marketing is in the modern marketing space. The video was successful because it was funny and engaging, kept attention on the product being offered, and identified a gap in the market.

Videos are a successful form of marketing because they have the potential to reach a variety of market segments and have a substantial impact. In the medical distribution industry, it is important to create videos and digital content that sets your brand apart from others.

Read on for why the Dollar Shave Club Videos were successful:

  1. Videos are an effective marketing tool: Videos reach a large market segment and allow a viewer to experience a product firsthand.
  2. Clear and direct marketing approach: The Dollar Shave Club marketing approach reiterates a clear sales pitch that razors are $1 a month, allowing viewers to understand exactly what the brand is offering for sale.
  3. Creative content: Creative content keeps viewers engaged, and the humorous tone of the Dollar Shave Club videos attracted a large following of the brand and product.

It can be difficult to devote time to content creation in the busy and fast-paced medical industry. Share Moving Media has more than 30 years of experience in the industry and publishes Repertoire Magazine and the Journal of Healthcare Consulting. Our team can assist your business in creating video and digital content that garners attention, increases SEO searches, and sets your brand apart.

Developing Brand Image through Social Media

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Exposure to brands surrounds consumers everywhere — in commercials while watching TV, radio advertisements while driving to work, and suggested posts while scrolling through social media.

Companies interested in marketing their product or service can take advantage of the wide variety of technology-based platforms available. Social media has become a popular marketing platform because of its high usership and accessibility. For a company looking to start advertising on social platforms, Instagram, Twitter, Facebook, and LinkedIn are a user-friendly and affordable place to start.

For businesses within the medical supply chain industry, the ideal social media platform to begin marketing efforts on is LinkedIn, a site designed specifically for the business community. LinkedIn is an employment-focused, professional platform on which businesses can publish and share content, promote products and services, recruit talent, and present new job opportunities.

To begin using LinkedIn as a marketing tool, a company must first create a company page on the platform that includes information including the company website, logo, relevant organization information, and contact info. Then, a company should focus on increasing its number of followers by promoting the page online and in other company advertisements. Increased followers encourage greater brand awareness and circulation. Once a page is established, a company can start posting relevant content including company information and brand advertisements.

So, how does a company leverage LinkedIn as a marketing tool?

  1. Promote the Company Page

To promote a company’s LinkedIn platform and leverage posted content as a marketing tool, a brand’s profile should be promoted in all company emails, newsletters, blog posts, etc. This will encourage customers to interact with a brand’s LinkedIn page and ultimately increase its circulation.

  1. Encourage Content Engagement

A brand should determine its target audience and create advertisements that its specific customer base will engage with. LinkedIn allows companies to learn more about their audience because it allows profile viewers to interact with, comment, like, and share posts with others.

  1. Publish Engaging Content

Companies should focus on posting unique, engaging, and creative content on LinkedIn that their audiences will want to read. Social content includes images, videos, presentations, company updates, etc., posted on social media to create an authentic and visual representation of the company.

By posting engaging and creative content on their LinkedIn accounts, brands can attract potential customers and increase company awareness. Share Moving Media is experienced with content creation for the medical supply chain industry and can help your brand produce individualized and effective marketing content that boosts your social media presence.

The Psychology Behind Successful Marketing Campaigns

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Successful marketing campaigns entail influencing a consumer’s decision-making process. So, what causes us to make certain purchasing decisions over others as consumers? And how do different marketing tactics influence an individual’s decision-making process?

Understanding the answers to these important questions can help businesses create audience-targeted and effective marketing campaigns that better promote their products and services.

To help a company attract customers and encourage purchases, the following human behavior and psychology tactics should be considered when creating advertisements:

  1. Emotional Marketing

Brands can foster trust by emotionally connecting with their customer base. According to Forbes on The Psychology Behind Marketing, brands that evoke emotion in their ads create a personal connection with customers. Established relationships with customers can eventually lead to brand commitment and automatic purchasing decisions.

  1. Photo Recognition

The human brain can process images and visuals faster than it can process writing. This is an advantage for marketers, as we live in a highly visual world with technology. An advertisement with engaging visuals has the power to gain the attention of customers and push them to do further research into the details of a brand.

  1.  Call-To-Action Technique

Brands that utilize call-to-action marketing tactics prompt a more immediate response from consumers. Phrasing in an advertisement that calls for consumer action encourages motivation to act toward making a purchasing decision. Examples include requests to subscribe to a company’s newsletter or encouraging viewers in an advertisement to sign up for a company’s service.

  1. Color Psychology

Color psychology is the concept that color can evoke emotion, inspire reactions, and change modes of thinking, according to the London Image Institute. For example, red is associated with strong emotion and attracts a viewer’s attention.

  1. Framing

Information can be phrased in a certain way to invoke a positive consumer response. For example, when phrasing and advertisement with “Option A costs $50” or “Option B is on sale for 50% off the price of $100,” a marketer using framing would choose Option B, because the consumer would perceive it as receiving a discount.

Whether you are in the medical manufacturing or sales industry, your company can leverage psychological tactics to increase the reach of your marketing campaigns. Share Moving Media publishes the reputable magazines Repertoire and Journal of Healthcare Contracting for the healthcare sales industry and is experienced in creating content and advertisements that stand out. We can assist your business with creating print and digital content that captures the attention of your company’s audience. For more information, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to learn more about how SMM can assist your business with marketing campaign strategies.