Share Moving Media

Best-in-class examples of Niche Marketing from retailers, manufacturers, and service providers in the medical distribution industry.

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Today’s marketplace is saturated with numerous forms of advertising. For companies in the medical distribution industry, finding a niche within the busy marketing space has become challenging. How can your company stand out among other medical suppliers?

Niche marketing is the promotion of a product or service to a specialized segment of the market. With niche marketing, businesses target specific audiences to promote their brand. Niche marketing allows a business, such as a healthcare supply company, to understand the specific needs of the consumer and tailor their marketing strategy to meet those needs.

A brand can determine subsections of the market to target by considering demographic information, attitudes, values, geographic location, and more, of specific market groups. In the healthcare space, that could be hospitals, health systems, IDNs and GPOs.

Read on for examples of successful niche marketing campaigns from other sectors of the economy:

  1. Whole Foods

Whole Foods grocery stores target a niche market of affluent, conscious consumers who focus on health and well-being. Many Whole Foods products are organic and environmentally conscious, which targets a very specific audience that desires a high-quality and luxury grocery store experience.

  1. Casper

The online mattress brand Casper targets specific market segments through creative online media content that encourages customers to interact with the brand’s site. Content including blogs, social media posts, and an extensive website engage consumers with the goal of them making purchasing decisions.

  1. Square

Square is a payment system for small businesses, non-profit organizations, and independent companies that can be used by plugging the system into phones or tablets to process credit card transactions. The niche market of small business owners may not have the resources to pay high credit card fees and Square targets this small market segment with their unique technological solution. Share Moving Media can assist you with determining the marketing tactics that will set your brand apart. With over 30 years of experience in the healthcare and medical distribution industry, we can help you develop the content your brand needs to stand out.

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.

The Benefits of Print and Digital Marketing

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Marketing content is everywhere around us: on billboards, social media, the internet, in the mail. With the advent of technology, marketing material in the healthcare supply chain industry has been increasing online.

Yet we continue to see print-based forms of media thrive such as magazines, brochures, catalogues, etc.

For marketers, it doesn’t have to be either/or. Successfully reaching potential customers takes a both/and approach. The following are benefits of each platform:

Digital Media

  1. Far reach

Consumers are constantly online. Through digital media marketing, a brand has the power to reach a customer throughout the day (or night) and across many platforms.

  1. Multiple strategies

Digital marketing allows a business to promote through multiple marketing strategies. Digital marketing outlets are numerous and include social media, blogs, podcasts, contacting a customer directly by phone, email, website engagement, and more.

  1. Monitor marketing progress

With the increase in digital marketing comes further statistical and results-based technology to track a brand’s marketing reach. Through search engine optimization (SEO) and digital analytics trackers, a business can track exactly what customer base they are reaching. A brand can then formulate a plan to improve their strategy based on online results.

Print Media:

  1. Tangible and personal

Customers enjoy feeling connected to a brand. Printed material captures attention and conveys a memorable image of the brand. According to a survey conducted by Two Sides, a non-profit organization, 72% of respondents preferred to read the print version of magazines and books.

  1. Targeted readers

Print media reaches targeted audiences who are more likely to spend time with the publication. This allows a business to reach market segments and gain exposure to new and diverse audiences.

  1. Builds brand credibility

The digital marketing space is often crowded. The print media isn’t as saturated, resulting in an increased level of trust for consumers receiving print marketing.

Share Moving Media has over 30 years of experience in marketing within the medical distribution industry. With proven success in print media such as with our trusted healthcare industry magazines Repertoire and The Journal of Healthcare consulting, and expertise in multi-channel digital marketing, we can assist with determining your brand’s marketing and content creation needs. Please contact us by emailing us or visiting our website for more information.

3 Ways Medical Distribution Sales Teams Should Use Content

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While it may seem that content marketing is a siloed marketing activity, it can be a really effective tool for medical sales reps to use with their clients.

Here are 3 ways that medical distribution sales teams should be using content with their customers and prospects.

1: Build relationships

Relationships are the foundation of the medical/surgical sales channel, which is why distribution sales reps should be using content to develop those relationships. Content gives sales reps the ability to nurture leads who aren’t yet sales-ready, instead of ignoring them in favor of a hotter lead. Sales reps can use content to educate leads and help them through the sales process by providing actionable insights and information designed to move them closer to purchase.

2: Inform and educate

Selling in 2023 means that you are selling to an informed buyer. Before they meet with you, the buyer has likely already done all their research to help them make a better decision. The job of the medical sales rep is to supplement that knowledge with the kind of branded content that can give your company an extra dose of credibility. Using content to inform and educate your customers is a great way to show how your products differ from the competition and how your products meet the needs of the user.

By taking the “resource approach”, you can navigate around the current knowledge that your customers may have about your products and answer any further questions they might have. This extra touch will also help to build a relationship and trust between you and the customer.

3: Generate new leads

When you generate content, you generate leads. The greatest payoff of a content strategy is that it adds a new source of leads to your pipeline. As potential customers continue to visit your site, complete forms, and download items so that they can continue reading your content, you are creating a steady flow of potential leads for your sales team. Stay ahead of your pipeline by keeping your content up-to-date and accurate to the changing medical distribution landscape.

Developing content for your sales teams to use can be challenging, but it’s critical to driving engagement with your audience and revenue for your organization. Share Moving Media has developed the tools, resources and expertise to assist. We create content for several of your peers in the medical device world. Contact sadams@sharemovingmedia.com today to learn more about equipping your sales reps with effective content.

Why Best in Class Brands Outsource Content Creation to Niche Publishers

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Content outsourcing is producing articles, press releases, social media, and any marketing related material outside of an organization. Content generated through content creation is critical to a business’ success and is used for external marketing and search engine optimization (SEO).

Best in class brands often have a consistent brand image maintained across all of their communications, marketing, and content. Having a marketing strategy can set you apart from competitors, increase brand image and awareness, and boost sales.

There is always work to do when maintaining the busy operations of a medical distribution company. Often, businesses lack the time and resources it takes to create and maintain consistent creation of marketing materials. Outsourcing content creation to niche publishers that are experienced in the healthcare industry ensures a consistent brand identity and far-reaching market exposure.

Below are 4 reasons to outsource content creation:

  1. Timesaving:

Written content requires extensive research, time to write, and through editing. This content could take an in-house employee hours, when they could be accomplishing other work tasks. If marketing responsibilities are handled by experienced professionals in the healthcare industry, your business can save time and effort in the workplace.

  1. Cost Effective:

Hiring and paying an in-house marketing employee is expensive. Delegating content creation to niche healthcare industry publishers assures timely, reliable, and affordable content.

  1. Expertise:

Industry publishers are experienced in writing content that resonates with healthcare industry audiences. Niche publishers are a trustworthy source when it comes to creating compelling content and understanding your brand and the industry.

  1. Editorial Calendar:

This is one of the top reasons medical supply companies contact us about their content needs. An editorial team can plan, create, and implement an editorial calendar. Forward-thinking companies recognize that with a myriad of communication and marketing objectives within their own organization, having the expertise of a niche publisher to handle an editorial calendar frees their resources up to be used elsewhere.

At Share Moving Media, our team of professional publishers and writers in the industry will take the stress of marketing off your business’ plate. As publishers of The Journal of Healthcare Contracting and Repertoire Magazine, we are familiar with the medical distribution industry and its stakeholders. For over 30 years, we have partnered with supply chain professionals and distributors to create unique brand content that stands out among competitors. Contact us and we will effectively tell your brand’s story.