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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.

A Trusted Voice: Why Reps Can Rely on Repertoire’s 30-Year Record

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What began as a faxed newsletter to distributor reps in 1993 has grown into a small-but-mighty company dedicated to training suppliers and providers on successful supply chain strategies. Behind that newsletter – now called Repertoire magazine – was Brian Taylor, who, with Chris Kelly, founded Medical Distribution Solutions Inc., or MDSI, publisher of distributor-oriented publications, electronic training tools, databases and more.

“We intended to provide useful selling tips to dealer reps in our area via a fax sheet that included things like CPT codes, reimbursement updates and the like,” Taylor said. “We also knew that our rep business would grow if we created better-trained dealer reps.”

Repertoire, the only publication that serves the healthcare distribution channel, has carried out that mission for three decades by following three key tenants:

History. Think about major events that have affected U.S. healthcare distributors, manufacturers and providers over the last few decades. Managed care. Consolidation. Economic headwinds and tailwinds. Obamacare. Reimbursement changes. The COVID pandemic. Repertoire’s brand has navigated those market changes alongside the distribution industry. Staffed by long-time industry veterans, it is considered required reading for the medical distribution community. Indeed, in the latest reader survey, 71% of respondents said Repertoire was their favorite way to consume industry and manufacturer content.

Perspective. With each content piece, Repertoire writers ask one fundamental question – how does this apply to the day-to-day role of a distributor rep? Repertoire uses several industry experts for columns targeted at high-value segments of the market, including the Physician Office Lab, Hospital/Surgery Center, Long-Term Care and Infection Prevention Sales. Each feature story examines a major topic from the angle of how it affects distribution and the physician customers who you call on. And, our Rep Corner stories highlight the important work and contributions individual reps are making to their families, communities and organizations.

Trust. Repertoire’s primary readers are the 5,400 sales reps, management, purchasing/operations and executives from distribution. Thus the magazine’s agenda is simple – to educate and inform distributor sales teams. The print and digital publications provide helpful, non-invasive content that Repertoire readers can take their time to digest and use in customer conversations. In the process, we align with manufacturer partners who are invested in your success as well. When asked whether they would share manufacturer sponsored content that focuses on timely issues your customers are facing, 96% of recent Repertoire survey respondents said yes. And, 73% percent of survey respondents said they have sold a product or service after reading an ad in Repertoire.

“At 30 years old, almost every rep in the industry today has grown up with Repertoire being their bible,” said publisher Scott Adams. “Reps tell me all the time how valuable the content in the magazine is to their careers and ultimately their end-users.”

Indeed, Repertoire remains the trusted source to tell the stories of today’s distributor sales reps, as well as the best place to reach those reps.

Share Moving Media helps build relationships between manufacturers and distributors through its publications and content. Please contact us at Sadams@sharemovingmedia.com to learn how we can help you gain market share through distribution.

The Marketing Minute Podcast – What is content and how can you leverage it to achieve success in IDN contracting and distribution sales

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Content is everywhere and it can be almost anything. Journal of Healthcare Contracting publisher John Pritchard and Repertoire publisher Scott Adams explore how best in class brands are using content to achieve sales success. If you are in the business of selling into the healthcare setting, tune in to learn how to contextualize information to the market you are trying to stimulate.

5 Reasons Why Medical Suppliers Should Blog

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The challenges of the COVID-19 pandemic aggravated the global healthcare supply chain. New viruses and supply shortages made it arduous for providers to procure supplies for quality patient care. But after three years of tackling new challenges and making the healthcare supply chain more efficient, providers are now seeking more resiliency from black swan events like COVID-19.

Medical suppliers must work in a more coordinated way with health systems moving forward to create a more integrated healthcare supply chain. One way medical suppliers can communicate their effectiveness and resourcefulness to health systems is through blogging.

Blogging allows medical suppliers to stay in front of provider audiences and show their expertise about industry trends. Using blogs as part of a multichannel marketing strategy allows them to reach current or potential customers along the healthcare supply chain.

Here are 5 reasons why medical suppliers should blog:

1.     Build trust with the healthcare audience. The best performing blogs can answer common questions about a product or service. This helps establish medical suppliers as more knowledgeable, and industry education is a top customer retention strategy. 

2.     Educate and engage. Medical suppliers can use blogs as a touchpoint with the healthcare industry to show their expertise. Each post shouldn’t focus on their products, but be a reliable source of information on the healthcare supply chain.

3.     Expand the brand. Blogging can help customers understand medical suppliers’ day-to-day business. It can also provide entry into a more personable side of the business that customers enjoy connecting with.

4.     Drive website traffic. Medical suppliers with a blog can drive traffic to their website. It keeps their website updated with fresh content through advice and tying in relevant products.

5.     Increase SEO. New content, keywords and indexed pages can improve medical suppliers’ search engine optimization (SEO). The key is quality content and new posts relevant to the healthcare supply chain. Creating blog posts naturally broadens medical suppliers’ use of industry keywords.

Blogging can help medical suppliers provide better understanding about their products, business and place within the healthcare supply chain. It can offer a touchpoint to providers and other customers along the supply chain with informative content, and allow customers to find new and existing products from medical suppliers.

Blogging in many cases can become like homework and easily get pushed to the bottom of your organization’s to-do list. Share Moving Media has developed the tools, resources and expertise to assist.  We write blogs for several of your peers in the medical device world.  Contact sadams@sharemovingmedia.com today to learn about our SEO blog programs and start drawing customers to you.   

Why Medical Suppliers Need to Create Content Distributors Can Use

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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.