The global digital market is growing relentlessly. Securing consumers and audiences is increasingly tough. Businesses in the healthcare supply chain are not exempt from this. 

As a healthcare supplier, you need to maximize your healthcare supply chain visibility not just by providing high-end products and services, but by marketing medical distributions and medical sales through campaigns that appeal to your customers. 

In this digital era, there are various ways to market your business. Seeing that the healthcare industry expends three trillion dollars per year, it is essential for you to stand out in the competition.

Now and then, a healthcare organization succeeds in providing stellar campaigns that reach its audience. They attribute it to good content and ad campaigns. 

But what exactly are these two components?

Content Campaign vs. Ad Campaign

A well-defined marketing strategy can have positive long-lasting effects on a company, but this includes properly planning and executing content and ad campaigns. 

Healthcare marketing can be tricky, but through these two strategies, you might just start your new campaign. 

Content Campaign               

A content campaign is an aspect of a digital marketing initiative. It is a goal-oriented content strategy that creates and distributes valuable content through blog posts and videos. 

Alt-Text Infographic showing the content marketing pyramid
Source: Curata.com

It is important to note that a content campaign differs from a content strategy.  A content strategy is an overall plan for all the marketing efforts in a business. Implementing a content campaign without a content strategy will never help you reach your goal. 

A content campaign with a good content strategy can be launched over a period of a few months, depending on its scope.

Blog posts and videos are not the only examples of a content campaign. In fact, the strategy can be as big as creating and maintaining eBooks, webinars, best practices guides, and online tools for a variety of topics such as a lab, the flu,  a diagnostic test, physician office supplies, and more in the healthcare industry.

It is quite easy to develop your content marketing campaign with a solid framework.

Here are a couple of quick steps in formulating your content campaign:

1. Find Your Goal: It is vital to starting the campaign that you lay down the groundwork for why you are creating it. The key to finding and defining your goal is to make it specific by putting context around the reason.
2. Identify Your Audience: You must determine whether your audiences are prospects or current customers. Through good research, you can root out the factors that influence your audience’s buying behavior and maintain a connection with them. 
3. Choose Relevant Topics and Identify Keywords: There are a lot of tools you can use in choosing relevant topics such as Google Alerts and Quora. Identifying keywords that are connected to your chosen topic can help the audience find your content. Keyword clustering can be used in a content campaign by selecting a group of keywords that are all related to the pain point you are addressing. 
4. Distribute Your Content Campaign: Content is a common resource but when handled creatively and properly, it can be a very powerful part of your marketing strategy. One effective promotion plan that yields results is integrating the PESO (Paid, Earned, Shared, and Owned Media) model in your campaign.

Ad Campaign        

Advertisement campaigns, in its simplest definition, are specifically designed strategies distributed in a form of paid media.  

It is a digital marketing strategy that aims to promote content, increase brand awareness, boost sales, and improve communication within a specific market.

Online ad campaigns are one of the most effective ways for marketers, especially for businesses in the healthcare industry, to expand their reach, find a new audience, and branch out their revenue streams. 

Ad campaigns are part of the digital market strategies, and it is built around the content marketing campaign and strategy. Therefore, the steps for launching your ad campaign are pretty similar to developing a content campaign—except for tweaking designs and communication to appeal to your customers. 

There are a ton of options to launch your online ad campaign on and here are a few of those: 

1. Pay-per-click Advertising: Pay-per-click Advertising (PPC), also known as Paid Search, is one of the most effective types of online advertising. Search engines such as Google and Bing allow marketers to advertise on the search engine results page (SERPs). PPC works on a bidding system wherein you select target keywords and compete with other marketers to advertise on the SERP. An advantage of this option is that, as the name suggests, you only pay when users click on your advertisement thus giving you a controllable and measurable channel.
2. Social Media Marketing: Social media sites like Twitter, Facebook, and Instagram are growing by the minute. These sites present a range of opportunities for marketers to reach their target audience efficiently. Advertisers can modify their ad campaigns to fit their required demographics, from age to location, and maximize results. According to B2B marketers, 50% find social media to be a cost-effective option for launching online ad campaigns due to its relatively low price.
3. Email Marketing: This is one of the most common and oldest elements of online advertising. Marketers engage in email marketing to sometimes launch email-only campaigns that highlight time-sensitive offers or content and in other times for complementing digital marketing channels.

Why You Need Both to Succeed in Healthcare Marketing

Source: Neil Patel 

Content marketing strategies are at the heart of a good healthcare supply chain. 

Whether you are in group contracting, a medical distribution rep, or a healthcare supplier, the digital world is ever-growing, and understanding content and ad campaigns ensure visibility. 

Content campaigns help you meet your audience in their journey and encourage actions. Ad campaigns help deliver these messages to such an audience and ensure that you are visible to them. 

If you are looking to expand your reach and increase your patient connections, you must implement both campaigns in your content strategy. Moreover, you can also promote significant medical services and enhance the patient experience from valuable content. 

Implement Content and Ad Campaign in Your Healthcare Business 

Behind great healthcare marketing, is a wealth of valuable resources, through content and ad campaigning that connects companies to their audiences. It is essential to keep up with the trends of technology and digital marketing. 

Share Moving Media is dedicated to assisting healthcare suppliers in understanding the marketplace of the healthcare industry.  

Contact us today to know more about implementing content marketing strategies for maximum visibility and results.