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Why Healthcare Company Content Marketing Is Even More Critical in 2022

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Healthcare manufacturers should deliver more than just products and services to their customers. They can also educate their clients through quality content on their website – one of the top marketing channels in 2022. Therefore, if you want to stay ahead of your competitors, then it’s time you stepped up your healthcare company content marketing strategy.

Today we will explore the top tips for creating engaging yet relevant content for healthcare providers.

Key Takeaways:

  • Most businesses today use content marketing to reach and convert clients.
  • Healthcare workers prefer empathetic, quality content that is supported by data.
  • Over a third of website visits happen through a mobile device.

How Marketing is Changing in Healthcare

Today, about 90% of businesses use content marketing. Here are some of the top returns that companies see from content marketing:

  • 60% generate leads
  • 70% educate their audience
  • 60% build a loyal customer base

How do these trends translate to the healthcare industry in 2022?

Healthcare workers are experiencing higher than usual rates of burnout and stress while combating many unknowns. One survey showed that 42% of workers reported PTSD while 83% of EMS workers reported depression symptoms.

What these readers need from healthcare content writing on a website or blog is not generic sales pitches. Instead, they want empathetic solutions that help relieve some of their stress and make their jobs easier.

5 Tips for a Strong Healthcare Company Content Marketing Strategy

Here are five strategies for connecting with healthcare companies to build trust and solve real issues when you write healthcare content.

1. Create Customer-Centric Content

Your clients and their needs should drive your content so that you solve their pain points and empathize with common challenges. Google can help you identify those pain points through the “people also ask” section that appears in your Google search results. This section shows real searches performed by potential customers.

 For example, a Google search on telehealth gives these common search questions as health content ideas.

  • What does telehealth care mean?
  • What is telehealth and examples?
  • What are examples of telehealth services?
  • What are the 4 types of telehealth?

An empathetic approach to content marketing in healthcare involves educating your audience without talking down to them or criticizing them. Instead, choose wording and topics that show you related to their struggles, then discuss how specific devices or supplies can help them.

Part of connecting with your customers is delivering the content so that they are likely to read it. For instance, medical professionals work tight schedules, so they often need information fast or read your content in a loud location. Therefore, having blog posts and web pages with large headings, plenty of white space, and clear headlines will help them scan the article for their answers and quickly understand the main points.

2. Support Your Claims with Data and Real Feedback

Healthcare workers rely on data and proof when making decisions. Therefore, the best way to deliver content is through data and supporting facts that show your business is reliable and knowledgeable.

One valuable source of data is other customer feedback. For example, reviews of products or services will show new clients how a device works in a real-world setting and what facilities find it most useful. The following image shows four common sources for finding data and research when writing marketing content for healthcare.

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3. Match Your Content with Your Headline and Description

Clickbait titles are off-putting for most readers, especially healthcare workers whose time is valuable and who need real answers often within a limited timeframe. Your content title and description should attract visitors and tell them what they can expect when they click on your link.

Don’t waste people’s time with titles unrelated to your content. For example, if you promise your readers information about the flu vaccine in 2022, don’t fill your article with fluff or generic ads for unrelated products.

Instead, use your content to educate your readers with usable data, solutions, and resources to help consumers follow through with an action and solve the challenge that inspired their online search. For instance, you can include links directly to a contact form for more information and additional resources for further reading.

When you invest in quality material, your readers will leave knowing your organization offers valuable, trustworthy content and are more likely to return in the future for other industry insights.

4. Dedicate Pages to Specific Crisis

When a crisis hits, people often want to find answers quickly on the latest news and developments for handling the event. That’s why having a specific page dedicated to the crisis is essential for reaching your audience with timely information.

Over the past few years, many healthcare websites have created a landing page dedicated to COVID-19 information, including the latest news, regulations, and available supplies. Other details you can include on a crisis page include:

  • Educational blog posts about the crisis
  • Related press releases
  • Additional resources

5. Offer an Omnichannel Experience

The use of mobile devices for visiting websites is increasing over the years as phones become more powerful and efficient as a browsing device. Therefore, your online content must also be accessible and easily read across multiple devices for a seamless omnichannel experience. You can also consider optimizing your content to publish on other channels like social media, emails, and video content.

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Devices aren’t the only change in the way people find and read content. Consumers also perform about half of their searches through voice queries using platforms like Google or Alexa. That means your SEO keywords should incorporate more natural phrases and longer keywords to reach your audience when they search through their devices.

Create Leading Marketing Content for Your Website

You can help your medical website stand above your competitors with quality content. The tips you learned today are just the start to a brighter future in content marketing.

Our expert team at Share Moving Media has years of experience providing content and communications services to medical manufacturers and distributors to help them succeed in today’s quickly changing market.

Contact us for more information about our content marketing services.

5 Tips for Effective Healthcare Organization Content Marketing

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Publishing great content helps establish your brand’s expertise and authority while building trust among your audience. For healthcare organization content marketing, this opportunity comes with benefits and challenges.

This article explores best practices to help your content marketing strategy succeed.

The pandemic impacted how many businesses approach content marketing. As consumer needs and expectations shift, marketers face new challenges to make an impact on their audience.

If you’re ready to boost your healthcare organization’s online presence with the power of content marketing, keep reading to learn more.

Key Takeaways:

  • Content marketing is more cost-effective than traditional forms of marketing, and it generates more traffic and leads.
  • Healthcare organizations are in a unique position to leverage content marketing since many people seek health-related information online to self-diagnose or research treatment options.
  • Content creators should understand their target audience and focus on their area of expertise as they plan out a content calendar for consistent publishing.

Why Should Healthcare Organizations Prioritize Content Marketing?

The third most common online activity in the United States is seeking online health information. Eighty percent of adults have sought health-related information, especially about a specific disease (66%) or a treatment plan (56%).

Organic content is a highly effective marketing channel for healthcare organizations. Mayo Clinic, for example, has become a leading online authority with global reach thanks to strategic content marketing. If you’ve ever Googled a health-related query, you’ve probably seen a Mayo Clinic article ranking among the top results.

Content marketing isn’t a new concept, but it has become a critical component of most marketing strategies over the last few years. Nearly 70% of marketers are actively investing in content marketing.

When you consider that content marketing costs an average of 62% less than traditional forms while yielding approximately three times as many leads, it’s easy to see why.

Healthcare organization content marketing allows professionals to reach their audience online. Well-written, informative, relevant content builds authority, fosters trust in an institution, drives organic traffic, and continues to perform for months and even years after being published.

5 Tips to Optimize Your Healthcare Organization Content Marketing Strategy

Content marketing is has become a highly competitive field. Simply churning out large quantities of poor content isn’t going to help your brand rank on the search engine results page (SERP) or give you a return on your investment.

To create effective content, follow these tips:

1. Understand Your Target Audience 

Before you start writing, you need to know who will be reading your content. It’s tempting to write about topics you enjoy, but it’s much more important to write about what your audience wants to read instead.

For example, is your target audience potential patients or medical suppliers? Is your goal to provide health advice or boost medical device sales? The topic, tone, and vocabulary in your content will be drastically different for those intended audiences.

Take the time to research your audience demographics and understand what kind of content they prefer to engage with. From there, you can start brainstorming topics and determine what content forms and channels you’ll use. 

2. Focus on Your Expertise 

The most successful content marketing strategies target a well-defined niche rather than a broad subject. “Healthcare” or “medical field” is way too vague and has too much competition with thousands of other content creators targeting those keywords.

Your healthcare organization’s content marketing plan should focus on its area of expertise. Not only does this increase your chances for Google to understand your website and rank your content, but it also allows you to build upon your authority in your field.

If you’re an eye doctor, for example, readers are likely to trust your articles about eye health. They’re much less likely to feel you’re qualified to give advice for a sprained ankle. 

3. Write Like a Human 

Most people searching for health information on Google won’t be looking for advanced scientific studies filled with technical jargon.

Healthcare organization content marketing can sometimes struggle to find balance between demonstrating academic authority on a subject and connecting with average readers.

Remember that search engine optimization (SEO) ranks content that is useful and easy to read. Keep your audience in mind and use language they understand. Break up text with headlines, bulleted lists, and graphics so people can easily skim to find information.

People like to feel connected with doctors and medical staff on a human level. Encourage this by sharing videos, posting on social media, creating interactive content, and engaging with your audience in the comments.

While engagement is important, your organization should have clear guidelines set in place for appropriate conduct. All content must comply with HIPAA, and your team should know when to escalate issues and advise people to contact 911 for medical emergencies.

4. Use a Content Calendar for Consistency 

Data suggests that 63% of businesses don’t have a documented content marketing strategy. That impromptu approach often leads to topics that haven’t been thought out, long periods between publishing, and last-minute scrambles to think of an idea.

In addition to creating high-quality content that meets basic SEO guidelines, publishing consistently is one of the keys to a successful marketing strategy. A content calendar will help your team stay organized, plan ahead, brainstorm ideas, and stay on track to publish great content consistently. 

5. Refresh and Republish Old Content 

The biggest investment with content marketing is time. For that reason, republishing old posts that are still relevant is an effective way to get more mileage out of that content rather than rewriting it from scratch.

In some cases, this technique can maintain or even improve content traffic and SERP rankings. When repurposing existing content, make sure to:

  • Update old outbound links to more recent sources and studies
  • Verify that internal links aren’t broken
  • Refresh the content
  • Update the headline (if applicable) to more accurately target a focus keyword

Develop an Impactful Healthcare Content Marketing Strategy

The pandemic changed the way people seek, view, and interact with content online. Is your team ready to face the challenges of content marketing and adapt to the ever-changing guidelines and best practices?

Following the tips outlined above will help you get started on the right foot, but it’s only the tip of the iceberg.

Contact us to speak with our seasoned team of healthcare content creators and see how we can help you plan a winning marketing strategy today. 

Creating a Healthcare Vendor USP in 8 Steps

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A unique selling proposition (USP) will help you differentiate yourself from other businesses in your industry. As a healthcare vendor, a strong USP can help you stand apart from competitors. Leveraging your USP through branding, marketing, and sales is foundational to your success.

In today’s article, we’ll cover the basics of USPs, why setting your business apart is essential, and how to craft a USP your clients can’t resist.

Quick Takeaways:

  • Your unique selling proposition is what makes your company different from every other business.
  • Without a USP, potential customers could see you as bland, untrustworthy, or outdated.
  • To craft your USP, you must know what makes your business unique, understand your target audience, and address a prevalent problem.
  • Collect customer feedback, brainstorm ideas with your team, combine and cut down essential points, and then test and solidify your USP.
  • You can use your finalized USP for marketing, advertising, and communicating about your business – both internally and externally.

What is a Unique Selling Proposition?

Your USP, also called a value proposition, is what makes your company different from every other business. If you’re in a competitive market, setting yourself apart is vital. If you don’t, you could get buried beneath all the other businesses vying for your clients’ attention.

In a nutshell, your USP should instantly tell people:

  • What makes your brand, product, or service unique
  • How you can solve a relevant problem
  • The main benefits of your brand, product, or service

It should also focus on what your clients value most while assertively articulating your position. It’s where what your business does best overlaps with what your customers want most.

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How to Create a USP as a Healthcare Vendor

Without a value proposition, potential customers could see you as bland, untrustworthy, or outdated. Follow these eight steps to build a USP that helps you stand out, get noticed, and win and retain loyal customers.

1. Answer “What Makes You Different?”

What is it that makes your company truly unique? You may know instantly. Or you may have to do some brainstorming and research to determine the element(s) that makes you different from others in your space. Studying your competitors’ USPs can help.

Your USP could have to do with your customer service, technology, how or why your business started, or a specific niche you serve as a healthcare vendor. Maybe your service is faster, your products are of the highest quality in your industry, or your company is highly innovative. Whatever your differentiator is, make sure it resonates with your target market.

2. Study Your Audience

Continue your research by learning more about your target audience and current customers. Who are they? Hint: you’re not here to serve everyone. Narrow down on a specific niche of customers you can serve best.

Get inside their heads to learn what they want, the challenges they face, and how you can solve their problem. Why should they choose you over a competitor? Make sure you know who you’re targeting with your USP so you can be specific and authentic.

3. Solve a Relevant Problem 

What problem is your business solving? Again, look through your customers’ eyes to understand the challenges they face and how you can step in and make their lives easier. As Simon Sinek says, “They don’t buy what you do. They buy why you do it.” People don’t simply desire your product or service. They want you to solve a pressing problem. Explain how you can meet an immediate need through your USP.

4. Get Client Feedback

Another resource for discovering your USP is your current customer base. You can speak directly with your sales and customer service teams for quotes and customer feedback. You’ll learn about what your business is doing well and what you may need to work on. Chances are, more than one client has brought up the same reason your business stands out to them.

You could also send out surveys, review call transcripts and customer feedback forms, and look at reviews. More than likely, you’ll find some gold nuggets to support your USP.

5. Brainstorm What Makes Your Company Irresistible

Get your marketing team together for a brainstorming session. All hands on deck! This is where you can take all of the research you’ve collected so far and put it together. Throw as many ideas up on the whiteboard as you can. You’ll likely go through several versions of your USP before nailing it.

At this point, there’s no wrong answer. You’re just getting everyone’s ideas out in the open so you can analyze everything at once. In the next step, you’ll organize the information into a clear, concise summary.

6. Write Your Elevator Pitch

Pull the best elements of your brainstorm into a clear-cut elevator pitch. Remember to address each of the following questions:

  • Who do you serve?
  • How can you solve a problem?
  • What makes you unique?
  • Why should someone choose you over every other competitor?

Once you combine your best information into a cohesive, 1-3-sentence blurb, work it and rework it until it’s what you want. Often, the shorter, the better. Short USPs can be easier to remember, catchy, and easily identifiable.

7. Review and Test Your USP

Next, it’s time to test your USP by bringing in other team members, managers, departments, and stakeholders. Gather constructive feedback, and then make edits to finalize your USP. Don’t rush the process. Your USP will represent your business and influence your future marketing and sales campaigns, so it’s essential to get it right.

8. Communicate Your USP

If you’ve made it this far, congratulations! Forming a strong USP is no walk in the park. It takes focus, intent, lots of research, and patience. Your organization can now use your powerful USP to communicate effectively, target potential customers, and reiterate what makes you different – while keeping everyone on the same page. You can use it for healthcare marketing, advertising, and messaging.

Content Marketing for Healthcare Vendors

Share Moving Media is a leading content and publishing company for healthcare manufacturers and distributors. If you’re looking to increase market share, profitability, and mind share, we’d love to partner with you. 

Contact us to learn more.

E-Guide on Technical Content Marketing in the Healthcare Supply Chain

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Healthcare supply chain content marketing can help businesses promote their brand, attract new clients, and retain long-term customers. 

By providing your prospects and leads with valuable content online, you can earn their trust and win them over. Follow the tips in our e-guide to learn what technical content in healthcare is and how it can best serve your business.

Quick Takeaways:

  • Unlike a lot of technical writing, technical content is marketing-focused.
  • As a business in the healthcare supply chain, your technical content should speak directly to your customers.
  • Technical content and content marketing can help you achieve various goals like higher ROI, greater visibility and authority in your field, and new leads and customers.
  • The amount of technical content your business requires will depend on your audience, competition, industry, and goals.

What is Technical Content Marketing for Businesses in the Healthcare Supply Chain?

“Technical content” can be easily confused with “technical writing.” We’ll start by defining technical writing. 

Technical Writing

This often involves creating manuals, documentation, proposals, and other materials that help break down complex processes or communicate specialized or technical topics. Technical writers are usually well versed in a particular field of study, but they aren’t necessarily professional writers.

Technical Content

This, on the other hand, is marketing-focused. Like technical writers, technical content writers seek to break down complex subjects and create materials to help people better understand technology. But they must also understand marketing and how to communicate with the end user. Their tone and style should be conversational, easily digestible, and targeted to reach a specific audience.

Technical content is also more empathetic. Your content should connect on a meaningful level with your target audience. Prove that you can see through their eyes and understand them. Content must also be highly relevant. Every marketing material you create should have an end goal (e.g., getting downloads, email addresses, or clicks).

Technical Content Marketing in the Healthcare Supply Chain

Businesses in the healthcare supply chain should develop technical content that speaks directly to customers. If you’re a medical supplier (distributor or manufacturer), your customers probably include hospitals and doctors’ offices. Your content should address your customers’ top pain points and provide viable solutions to pressing problems.

Types of Technical Content to Consider Producing

Consider adding the following types of content to your marketing plan to engage followers and turn more leads into customers.

  • Blog articles
  • Infographics
  • Data stories
  • Case studies and customer reviews
  • Podcasts
  • Videos
  • Industry trends and news
  • Magazines and journals
  • Newsletters
  • Mobile apps
  • Tutorials 
  • Online support 

Why is Technical Content Essential in Healthcare Supply Chain Marketing?

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Technical content and content marketing can help you achieve your short- and long-term business goals.

1. Increase Visibility Online

Sharing valuable, optimized content can help you increase rankings on search engine results pages for topics your audience cares about. 

Publishing expert information on healthcare-related topics can show your audience you know your stuff and can be relied upon. According to HubSpot, web traffic is one of the top two most common success metrics for content marketing strategies.

2. Gain New Leads and Customers

Tailoring your content to reach a specific audience can help you gain more qualified traffic and leads. 

Go after people who are already seeking answers you can provide, such as authoritative information in the medical industry, and then capture their interest with valuable information. Being in the right place at the right time can trigger leads and sales.

3. Boost Your ROI

Producing technical content can also help you increase your return on investment (ROI). 

Did you know that nearly half of all marketers can’t prove their marketing efforts’ long-term impact (or ROI) using quantitative data? Don’t be one of them. Tracking your ROI can help you determine which types of content, campaigns, and channels are most effective.

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Here are some strategies to help you boost your technical content marketing ROI:

  • Publish content regularly.
  • Update old content.
  • Optimize your content for the platform, distribution channel, and search engines (if applicable).
  • Promote your content for maximum visibility.
  • Repurpose existing content for greater reach.
  • Do your research.
  • Analyze performance data.

4. Achieve Greater Authority Online and in Your Industry

By sharing relevant, valuable, and authentic information with hospitals and healthcare providers (your target audience), you can start building authority online and in your niche. 

Producing and distributing technical content can help people solve their problems. Soon, you’ll start building trust and gaining tremendous respect in the healthcare field.

How Much Technical Content Should You Produce?

You don’t want to overwhelm your audience with too much information. But you do want to produce enough content to show up as a top result for search terms related to your industry and business.

The more knowledgeable your prospects are about their problems and needs, the more quickly you can lead them toward a helpful solution (your technical product or service). 

You’ll likely need to cover various areas – targeting multiple stakeholders and their distinct pain points. Let’s say you distribute supplies to both large hospitals and small healthcare offices. Each “persona” will need different types of content to cater to their specific needs.

Your technical marketing strategy should also include:

  • Content for each stage of the buyer’s journey (awareness, consideration, and decision)
  • Different types of content offers (depending on where your prospects spend time learning and researching)
  • Opportunities to upsell your products or services through your content

The specific amount of technical content your healthcare business requires for maximum results will depend on your audience, competition, industry, and growth-driven goals.

Outsourcing Your Technical Content Creation to the Pros

64% of marketers in the manufacturing industry outsource at least one content marketing task, and 87% of them outsource content creation. If you’re ready to soar ahead of the competition and attract ideal customers to your business, we’d love to partner with you. We work with medical suppliers across the nation, helping them build quality content that gets noticed.

Contact us today to learn more!

Blogging, LinkedIn, and Email: Winning Healthcare Sales Tactics

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If you’ve been searching for the ultimate marketing combination for maximum return on investment, look no further. Three of the top healthcare sales tactics today are blogging consistently, investing in email marketing, and taking advantage of all the tools that B2B mastermind LinkedIn has to offer.

Are you ready to jump in and learn what you need to know to attract ideal customers, gain qualified leads, and boost sales? Then read on.

Key Takeaways:

  • Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points.
  • While your business could incorporate numerous content marketing strategies, blogging, LinkedIn, and email are three absolute must-haves.
  • Businesses that prioritize blogging see 13x the ROI of organizations that don’t.
  • Email marketing scores businesses an average ROI of $42 for every $1 spent.
  • LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.

The Importance of Content Marketing for Healthcare Industries

Content marketing for healthcare should communicate complex topics and ideas clearly. Healthcare businesses should speak directly to their target consumers, providing solutions to pressing problems and pain points. Effective content marketing should also empower your business to generate new leads and boost your bottom line.

To achieve your content marketing potential, you must have a deep understanding of your target audience (and their target audience) so you can meet them where they are. By providing answers and addressing concerns, you can become a trusted resource and authority in your field. 

Suppose you’re a medical supplier. In that case, you can target healthcare decision-makers and buyers by explaining how your products work, why they’re the best, and how they can help patients and ensure profitability.

By following the right strategies, you can build authentic relationships with people and win loyal, returning customers over time.

Top Healthcare Sales Tactics to Use Online

While you have numerous content marketing options to generate leads and make sales in your business, these three tactics should top your list.

1. Blogging

According to HubSpot, blogging is the third most common content marketing strategy for businesses. Businesses that prioritize blogging see 13x the ROI of companies that don’t.

If your business hasn’t started blogging yet or hasn’t invested enough time and effort to do it effectively, you could be missing out on tremendous profit potential. To get started blogging (or improve your current efforts), begin mapping out the buyer’s journey. In healthcare industries, it typically follows this pattern:

  • Awareness stage
  • Evaluation stage
  • Decision stage
  • Loyalty/post-purchase stage

You’ll want to create content that addresses prospects at each stage of the buyer’s journey. That way, you’ll move leads down the sales funnel, regardless of where they jump in.

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Follow these steps, and you’ll be well on your way toward attracting quality leads to your website and capturing their attention through content creation.

  • Choose keywords and categories to attract ideal consumers.
  • Blog about topics your audience craves, covering them in engaging ways.
  • Choose popular formats that are easy to digest, like listicles, how-to guides, and answers to frequently asked questions.
  • Create a blogging schedule you can stick to. Consistency is key!
  • Make blog posts visually compelling by adding graphics and photos.
  • Optimize every post for maximum visibility on search engines.
  • Share and promote your posts.

2. Email Marketing

Email marketing is another no-brainer, with an ROI of $42 for every $1 spent. How do medical suppliers and other healthcare businesses take full advantage of everything email has to offer, you ask? Here are some tips.

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Nurturing Leads

Email is one of the best ways to engage with leads and nurture them over time. If someone signs up for your email list, they’re already showing interest in your business. Sending personalized, customized content to your buyer personas can help you build solid relationships and provide value.

Tracking KPIs

Choosing the right key performance indicators (KPIs) to track is essential. At the very least, make sure you measure email open rate, click-through rate, unsubscribe rate, and bounces for every email you send. You’ll understand exactly how your emails are performing and can make adjustments over time to improve results.

Creating Engaging Campaigns

Every campaign should have an end goal in mind, a target audience, and a strategy. Keep your emails concise, clean, and easy to follow. For example, maybe you have an in-depth guide you want contacts to download and read, to become more educated on a specific product you offer.

In every email, include engaging content and a clear call to action. Subject lines and preview text should always be catchy and persuade contacts to open. Personalize your emails with individual customer names. Also consider conducting A/B tests to discover what types of emails perform best.

3. LinkedIn

LinkedIn is an excellent B2B platform for creating genuine connections, engaging with potential customers, and converting leads into clients. It’s also a leading social platform for decision-makers. LinkedIn’s audience has twice the buying power of the average web audience, and four out of five members drive business decisions.

Here are a few of the marketing tools you can utilize as a healthcare business on LinkedIn.

  • Paid advertising: Build brand awareness, generate leads, and drive qualified traffic to your website with sponsored content and messages.
  • Organic outreach: Publish quality content for free to get in front of potential customers organically. You can also reach out to prospects through direct messaging.
  • Build custom audiences: Create customized contact lists to target specific groups of people, such as key decision-makers or directors.
  • Retargeting: You can remarket to different audiences using LinkedIn’s matched audience feature. Reach people who have already engaged with your company at least once.
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Need Help Implementing These Healthcare Sales Tactics?

Share Moving Media is a leading content production and publishing company. We work specifically with manufacturers and distributors in the medical field, helping them grow their audiences and win new customers through content marketing. If that includes you, please reach out! We’d love to help you crush the competition and smash your top business goals.

Contact us to learn more or get started.