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The Changing Face of Content Marketing

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Content marketing in healthcare has changed quite a bit as the world rapidly adjusts to upcoming technologies and all that it has to offer. While digital journals in healthcare aren’t exactly a new concept, they are quickly becoming the expectation when it comes to publishing relevant information in the world of healthcare.  

Digital health is quickly becoming the new norm, especially in the wake of the COVID-19 pandemic. This term refers to the practice of using various technologies to provide data access to everyone in the healthcare industry – patients included. The end goal of digital health is to foster an equal patient-doctor relationship. 

With digital health on the uprise, does that mean that print media in the industry is on the way out?

Is Print Media Dead in the Water?

Is print media dead in the world of healthcare? Absolutely not – but it has its time and place. In the healthcare field, medical professionals must be able to find information in a moment’s notice, and nothing makes that easier than digital journals. They are also an excellent resource for medical teams to share with their patients when they need answers to their questions.

Here’s the thing – print media is still a relevant option when it comes to healthcare marketing tools. In fact, a study by MarketingProfs showed that print ads were not only easier to digest by the public, but that consumers trusted print ads 34% more than search engine ads – something worth noting when considering digital advertising in healthcare.  

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However, when it comes to creating and sharing relevant information amongst professionals and patients alike, digital media is the way to go. It is the most natural solution as far as digital health is concerned. Digital journals in healthcare give instant access to doctors, marketers, patients, and the general public when it comes to sharing relevant updates in the world of healthcare. 

Not only that, but it’s the perfect solution for medical facilities that are turning their focus to sanitary marketing. Again, sanitary marketing isn’t a new concept; however, in light of the current pandemic, it’s never made more sense. The concept, in a nutshell, is the safe delivery of marketing communications and the sharing of information in a way that informs without manipulating. 

Since more people are now restricted from in-house visits with their physicians and rely heavily on telehealth, it makes sense to have digital journals available. This allows healthcare professionals to share the materials with those who ask for more information or better references. It also helps medical facilities move away from unsanitary marketing practices that leave consumers with more questions than answers. 

Why Digital Journals in Healthcare Make Sense

Now, when we talk about digital journals in healthcare, we are talking about the genre as a whole. When most people think medical journals, they often think of the big wigs, including:

  • The Lancet
  • New England Journal of Medicine (NEJM)
  • Journal of American Medical Association

These journals have a heavy focus on studies of various practices and theories. What they can lack, however, is the simplicity in language that is required for the general public. The good news is that there are dozens of other reputable digital journals available for the public, including:

The goals of these digital journals are to keep the public informed of the goings-on in the healthcare industry – an industry that can get extremely complicated, very quickly. They break down the complicated jargon and turn the content into something that is not only easily sharable but much easier for the average reader to understand. 

Using Digital Journals to Foster Relationships Between Professionals and the Public

Now, the general public is very unlikely to head to Google and start searching for digital journals to help them with a medical problem. Instead, they’ll likely talk with their doctor and ask them for more information. The medical team will then provide them with relevant sources to help guide them on their search.

While digital journals can be very technical in nature, they are still an excellent source of content when optimized correctly. Remember, the goal of these journals is to foster positive relationships between medical teams and their audience. So, that means these journals need to be answering essential questions that patients are likely to ask and use both a language and tone that are easily understandable to those who will be reading them. 

Translating the complicated jargon used throughout the healthcare industry can be challenging for some, which is why it’s crucial to have the right team on your side to help you break it all down into something that can be shared with your audience. 

Share Moving Media Can Help

Here at Share Moving Media, we understand that creating the right content for your audience can be somewhat challenging. Our team of trained professionals has the knowledge to help you create amazing content to help your business reach its goals. 

Curious how we can help you create outstanding content? Then contact us today to learn more!

Digital Marketing in Healthcare E-guide: 5 Benefits of the Best Remarketing Campaigns

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Effective marketing strategies require that healthcare organizations focus their marketing budget on surefire methods of converting leads to new sales. Remarketing in healthcare organizations is the answer. 

Healthcare marketing is a way to keep a healthcare facility alive and well. It brings in new patients, keeps old ones coming back. Without it, what would happen? There’d be no influx of customers, and even loyal ones might drop off. 

The fact that 5% of Google searches are medical-related inquiries means that healthcare organizations need to be competitive in their marketing strategies. 

Yet, traditional marketing strategies are not as cost-effective as the latest advertising campaigns known as remarketing. If you are unfamiliar with how remarketing works, check out this digital remarketing in healthcare e-guide. 

What is Remarketing?

Remarketing is an advertising campaign that is better known as retargeting. This term better describes what remarketing is and how it works. 

Remarketing referred to as targeted ads geared towards people who have visited your website, landed on your page through a search engine inquiry, or otherwise engaged with your brand using a digital platform. These targeted ads re-engage with those that visited your site without purchasing or scheduling an appointment on their first visit. 

Remarketing allows brands to reach out via email, through CRM tools, cold-calls, or targeted ads that stream across social media, newsfeeds, and website banners. Nearly 92% of people do not purchase the first time they visit a brand’s site. Therefore, remarketing is a highly effective tool that gives healthcare organizations a chance to reach out to leads and turn them into new patients.   

5 Momentous Benefits of Remarketing in Healthcare

Marketing is an integral part of any business, but healthcare organizations may have a more difficult time attracting potential patients. Ways to improve the marketing strategy and snag new customers include remarketing ads. 

Using data collected through lead scoring systems, medical providers can advertise to specific groups who might be interested in buying products or services from them. Here are a few of the benefits of a remarketing campaign in your healthcare organization.

1. Better Connection to Audience 

Remarketing is a way to maintain your connection with customers even when they are not actively searching for you. Remarketed ads tend to be compelling and top-of-mind, which means that if someone ever makes a purchase from you in the future, there is an increased chance of them seeing one of these ads first.

The best way to get the most out of your marketing campaign is by targeting specific people at certain stages in their buying cycle. Therefore, you are not advertising to just any random site visitor. So, ask yourself which people make the most sense to retarget.  

2. Higher Conversion Rate

Online advertising is all about converting your audience into leads. Remarketing, a tactic used to display ads on sites other than yours, can help you get higher conversion rates by displaying banners even when users are not browsing your site. Ultimately this will build consumer trust and boost sales.

Create engaging content that will keep people coming back for updates on treatments, research breakthroughs, and other helpful resources. A strong content marketing plan generates leads to bolster patient retention rates by delivering tailored information at just the right time to the right audience. 

3. Increased Marketing ROI 

Adding remarketing to your campaign is a smart move for any business, especially in healthcare. The return on investment (ROI) of this type of marketing will depend on how effective your efforts are, but even so, it’s always better than not having one at all. 

Remarketing ads come with less cost per click and conversion rates when compared to traditional SEO campaigns, which means that there’s an increased chance for success if these are used first before anything else. Remember, never run a remarketing campaign unless you have enough traffic coming from other sources as well.

4. Utilizes Multiple Platforms

In many ways, the Internet has made it easier for health systems to reach patients. Campaigns on digital platforms are considerably more economical than advertising in traditional media outlets like TV and radio. Furthermore, nearly 72% of consumers prefer to connect with an organization across multiple platforms.  

There is also a comprehensive variety of tools available, such as Facebook Ads, which can be used by healthcare organizations to finely target their audience based on demographic information or even specific interests indicated through likes and posts. 

5. Most Cost-Effective

The share of global healthcare ad spend on the internet in 2021 has been 45.9% in various mediums. Therefore, remarketing ads are a cost-effective way of targeting people who have previously demonstrated their willingness to utilize healthcare services from your medical office. They have done this by viewing your website content as indicated through Google Analytics. With these targeted prospects more qualified than cold leads, there is no need to spend so much time convincing them with broad marketing tactics.

The leads connecting with your medical office will likely be interested in utilizing your services, saving advertising costs. It doesn’t hurt that remarketed customers are also highly engaged because they had explicitly visited your site before. By combining this technique with contextual targeting, you will ensure an increase in new, loyal patients.

Remarketing for Your Digital Marketing Strategy in Healthcare Services

Defining your target market is the best way to advertise in digital media, especially if you’re doing remarketing. The first step should be to determine whom to target and how to bring them back again. This technique will help with other aspects of the campaign, such as setting up goals to know where members of your target audience live, their age group, and even their income level. 

Define your audience when starting a new type or form of marketing because it helps create a solid foundation before launching any other form of a marketing campaign. Researching your audience allows you to better shape how things go from there!

For more information on the best remarketing campaign strategies, contact us here at Shared Moving Media.

A Guide to Healthcare SEO for Smart Manufacturers

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Search engine optimization is one of the most effective inbound marketing tactics you can employ as a healthcare manufacturer. SEO optimizes your company website so that it ranks higher in search engines like Google, driving organic, unpaid traffic to your primary sales portal.

This allows your target audience to find you naturally on the internet based on their interests. Instead of blindly trying to target potential leads, you will have potential leads coming to you. These leads will already have an expressed interest in your market area, making them more likely to convert.

Done right, SEO can drive conversion rates of 14.6%. Consider that traditional media advertisement has a conversion rate of 1.7% to put that into context. Given those statistics, it’s no wonder that more companies are investing in SEO.

That said, SEO marketing for healthcare sales requires a unique approach compared to other industries. This guide explains the complexities of SEO in healthcare and provides step-by-step guidance to help you improve your search engine page rankings.

How the “Your Money or Your Life” Principal Impacts SEO in Healthcare

Google, the primary gatekeepers of SEO rankings results, is incredibly strict regarding so-called “Your Money or Your Life” (YMYL) sites.

YMYL content is information that could impact an individual’s health, safety, emotional well-being, or financial stability if it’s presented untruthfully, incorrectly, or deceptively. Examples of YMYL content include medical and financial advice.

Smart manufacturers must present their products objectively and ensure any medically relevant information is clear and factual.

A Quick Guide to Healthcare SEO

When someone types a phrase into Google – say “hearing aid manufacturer” – they get many search results pages. Being at the top of that first page of results boosts your website’s visibility dramatically. Research reveals that the first position in the SERPs achieves an average click-through rate of 28.5%. The CTR drops to 15% for the second search result and continues to decrease, with the search result in the tenth position achieving a CTR of just 2.5%.

Here’s how to increase your odds of climbing the SERPs.

Ensure Your Content Meets the E-A-T Principle

High-quality, value-added content is critical to successful SEO, especially in the YMYL category. Your content should meet Google’s E-A-T guidelines, demonstrating expertise, authoritativeness, and trustworthiness.

You can boost your EAT score by citing high-quality sources, for example. Always provide data for any assertions you make, ideally with citations to reputable “.gov” or “.edu” sources. Medical journals are also a great source.

Make Your Website Technically SEO-Friendly

Your content further needs to be optimized for SEO. This is a way of structuring your on-page content so that Google’s algorithm-driven bots can “crawl” through it, figure out what it’s about, and confirm its relevance and value for internet users.

Here’s a quick on-page SEO checklist to get you started. For each page on your website, you should:

  • Select one primary keyword to include in the content.
  • Choose three to four secondary keywords to include in the content.
  • Add the primary keyword in the webpage’s title tag, meta description, and H1 header.
  • Break up content into scannable chunks with H2 and H3 headers.
  • Include at least one image.

If you want to know more about technical SEO, Google offers a wealth of resources.

Tap into the Power of High-Value Backlinks

Google recognizes a website as trustworthy and providing valuable content to consumers via backlinks – when other websites link back to your website. Getting high-quality backlinks from high-ranking, authoritative sources is a great way to improve SEO results.

Getting backlinks from respected healthcare publications is one option. You can further drive valuable clicks by publishing your blogs, whitepapers, and more on platforms like LinkedIn or Medium.

Infographics are another great trick for generating high-quality backlinks. An attractive visual with relevant, industry-specific facts or statistics is share-worthy. Create your graphic, email it to thought leaders in your field, and invite them to share it. They should include a backlink when they publish it.

Don’t Forget to Make Your Site Mobile-Friendly

Google ranks mobile-friendly websites higher. Ensure your website is mobile-friendly, both technically and in terms of content structure. For example, since mobile screens are smaller, it’s best to use larger fonts.

To get you started, Google has a free tool that can tell if your website is mobile-friendly. It even gives you hints on how to improve, for example, by telling you if the text is too small to read or the links are spaced too closely together.

Boost Your SEO Today

Share Moving Media is dedicated to helping medical manufacturers boost sales and increase market share. From blogs to white papers, our value-added content marketing in healthcare can help you climb the SERPs.

Subscribe to our newsletter to learn more about digital advertising in healthcare. Want support for your SEO strategy? Contact us.

A Six-Step Guide to Getting New Products Featured in Health Trade Journals

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Medical manufacturers know that a big part of their healthcare marketing strategy involves getting their products seen by practitioners in various fields, and one of the best ways to do that is to get their product featured in health trade journals. 

One of the best healthcare marketing tips and tricks out there is to put your products where your audience’s eyes are. So, which publications are practitioners paying attention to?

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Source: The Script

Why Industry Journal Exposure is Good for Digital Advertising in Healthcare

While many of these publications have a printed version available, most of them have transitioned to a digital platform. This helps them get more eyes on their content, which means more eyes on your products. Sure, while it can be beneficial to have your products featured in smaller, niche publications, the results of being published in a larger publication are 10 to 100x greater. 

Another good reason to consider attempting to get your product featured in a health trade journal is that you gain instant authority in your field. How? Once you’ve been approved and published in a major health trade journal, readers know that you are a source worth investing in because you made it through the rigorous vetting processes to be featured in the first place. 

That authority and credibility go a long way, not only with prospective clients but with other publications as well. If you’re credible enough to be published in a major health trade journal, then other healthcare publications are going to be more willing to work with you in the future. 

6 Steps to Getting Your Product Featured in Health Trade Journals 

There are countless benefits to getting your product featured in a health trade journal. However, getting to that step takes a bit of work. To reap the benefits of being featured in a healthcare journal, you’ll want to follow this six-step guideline to get your product featured in the first place.

1. Make a List of Relevant Journals 

In marketing, one of the golden rules is that you cannot market to everyone. Well, that same rule applies to pitching your products to health trade journals. If your product is geared towards older men in their 60s, you wouldn’t want to pitch it to a popular yoga magazine whose target audience is women in their mid to late 20s.

That said, you’ll want to make a list of 10-20 publications that you’d like to be featured in. These can, and should, include major health trade journals, popular online blogs, etc. 

2. Research Publication Requirements

Once you’ve taken the time to find the right publications that would best suit your product, you’ll want to research them. You need to figure out:

  • Who their target audience is 
  • What their audience is looking for when reading the particular publication
  • The type of content they’re most likely to publish

No two publications are exactly alike, so you’ll want to make sure you are taking detailed notes and take time to review the content itself to help you later on when crafting your pitch. 

3. Identify Specific Individuals to Pitch To

During your research, you’ll also want to look into the best individuals to contact and pitch to. There are quite a few publications that allow for self-submissions, and others that require a rigorous vetting process. Others will only accept pitches from the craftiest of researchers who can find and pitch to the right person — say a chief editor or head of marketing. 

Once you’ve identified the best individual to reach out to, you’ll want to take some time to check out their online presence. Have they previously published work themselves? If so, you’ll want to study their work to get an idea of what kind of content may spark their interest. 

Finally, make sure you make a note of the best ways to reach them. At the very least, you’ll want to find their email addresses. 

4. Create Share-Worthy Content to Pitch

Now, when it comes to creating your pitch, you want to take adequate time to craft various pieces of content to pitch, including:

  • Educational blog post
  • A brief on how your product works, who it’s for, etc. 
  • An educational video
  • Testimonials from current customers 

5. Send Your Pitch

Once you’ve created your content, it’s time to pitch it! The best way to pitch an idea is via email. Why? Because it’s not only the preferred channel for receiving pitches by most journalists but because the average business professional checks their email approximately every 37 minutes. 

Now, research shows that there is an ideal time to send pitches, and that’s on Tuesdays or Wednesdays between 8-9 am, and then around 3 pm. Just remember to keep time zones in mind when you send it!

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Source: Publicize

6. Always Follow Up

You know how crowded an email inbox can get. Just imagine how much more crowded these individual’s inboxes must be. Show them you are serious and want to be noticed by following up on your initial email at least once, if not twice, to make sure they’ve received and seen your message. 

Increase Your Market Share with the Help of Share Moving Media

Here at Share Moving Media, we are a full-service media and content company. Our goal is to help you get noticed by creating and helping you to distribute high-quality content. 

Curious how we can help you increase your market share? Then contact us today to learn more!

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.