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Keys to a Successful Marketing Campaign

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Successful marketing campaigns have the potential to increase brand awareness, boost sales, and promote brand engagement. Determining how to best navigate the digital and print marketplace can ensure a company develops the most effective option to promote a product or service.

An example of a very successful marketing campaign that went viral on social media in 2014 was the ALS Ice Bucket Challenge. The social media challenge featured individuals who voluntarily drenched themselves in ice water and posted a video of it online to raise money for ALS research. Once they filmed the video and posted it to social media, participants then tagged their friends to challenge them to participate also. The challenge went viral across social media, with celebrities and politicians participating such as Taylor Swift, Ben Affleck, and George Bush.

According to the ALS Association, the campaign increased annual funding for the organization by 187% in 2014. Successful marketing campaigns from the past can be used by companies in medical distribution as a learning tool to integrate similar tactics in their marketing design. So, what aspects of the campaign made the ALS Ice Bucket Challenge so successful?

  1. Simplicity: The ice bucket challenge was easy to emulate at home using only a bucket and water. Participants thought of the campaign as being simple and easy to follow, and they were more likely to participate, tag their friends, and spread the word.
  2. Shareability: The campaign went viral because of the ability to tag friends and encourage them to participate, which increased overall media circulation.
  3. Emotional and logical appeal: The ALS Ice Bucket Challenge was a highly interactive way to raise awareness and encourage donations toward an important cause. Participants felt like they were making a difference in a simple way.

A business can utilize these marketing campaign tactics and translate them to the specificities of their own brand to create successful marketing campaigns. Share Moving Media is experienced with the creation of marketing campaigns that increase SEO searches for companies within the medical distribution industry. We can assist your brand in creating content that is simple, shareable, and that appeals to emotion to effectively promote your company. Visit www.sharemovingmedia.comto learn more.

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.

Ready to Connect

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In the annals of digital technology, the iPhone’s release (June 29, 2007) is celebrated as ringing in a new era of innovation in communication. And rightfully so. But it could be argued that almost 13 months after that infamous debut came a just-as-important launch.

On July 10, 2008 Apple introduced the App Store. There were 500 apps in the store’s initial offering. By the beginning of 2023, there were more than 1.96 million.

All facets of not just the economy, but our individual lives, have changed from the development and implementation of apps. Getting around cities has become easier thanks to Uber. Connecting has gotten more streamlined due to mobile apps (Think Facebook, Twitter, Instagram and SnapChat). Entertainment options are endless and at the tip of our fingertips 24/7 with gaming and streaming.

Yet not all apps are created equal. For every Uber and Instagram launch, there’s been dozens of failed attempts. And the same goes for business-oriented apps. That’s why the designers behind the relaunched RepConnect app were focused on the details to make the user-experience a powerful one for distributor reps. Among the key features:

No. 1: Instant accessibility

RepConnect provides reps instant access to their manufacturer partner’s rep lists, contacts, brochures, product information, website, white papers and more. The listings are free to use and easy to scroll. It allows you to more effectively prepare for client appointments, and be ready with materials during your meetings rather than having to waste time scrounging for the right paper products or having to get back to your client at a later time.

No. 2: Up-to-date news

As we all can attest to during the last few years, things change quickly in the U.S. healthcare supply chain. The RepConnect app includes an updated tracker with the latest industry specific news. Supply chain disruptions, mergers and acquisitions, products launches and industry news – it’s all there.

No. 3: Training videos

In the med/surg industry, movement is life. Rep Connect provides opportunities for reps to enhance their product knowledge and selling skills, so you’re always pushing forward in your wisdom and skillset.

RepConnect is a next-gen app with the right mix of tools, news and resources reps need to success in the field. To download the app, click here.

Why Use a Publisher to Distribute Your Content

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Publications are unique marketing channels because they can reach your audience on and offline. Because these publications are one of the only offline content marketing options, your marketing strategy receives several benefits. Learn how to use a publisher to distribute content and the advantages you’ll receive.

Key Takeaways:

  • Publications work best alongside digital distribution strategies to reach a diverse audience.
  • Publishers provide an engaged audience and help you build authority in your industry.
  • Publications are less competitive and allow more of your audience to see your content.

Where Can You Distribute Your Content?

According to 80% of marketers, content creation is a top marketing priority. In B2B marketing, content creation accounts for 26% of the marketing budget.

However, once you create quality content, you still must ensure that the right people see the content. The right people are potential buyers interested in and able to purchase your products.

For example, medical manufacturers and suppliers want to reach hospitals, healthcare providers, medical facilities, and sometimes even patients.

There are several popular content distribution strategies for healthcare content marketing:

  • Your website’s blog
  • A third-party website
  • Community pages and discussions
  • Social media
  • Publications

Marketers don’t need to choose just one distribution channel. Instead, the most effective marketers use various channels to reach their audience at all stages of the buyer’s journey.

7 Benefits of Using a Publisher to Distribute Content

Here are seven reasons to use a publisher in your content distribution strategy.

1. Reach an Established Audience

According to 41% of marketers, the top content marketing challenge is attracting quality leads. Close behind that challenge is generating traffic and promoting content.

These are significant challenges in digital content marketing because your team distributes content online where billions of users search daily. In addition, millions of other websites compete for that traffic. So there’s no guarantee that any traffic will see your content.

Conversely, publications have an established audience regularly receiving the magazine or journal. This element eliminates the challenge of finding readers for your content. Additionally, when you publish in an industry-specific publication, you guarantee the right audience sees the content.

Top marketing challenges

Image from SEMrush

2. Reach a Niche Readership

According to previous research, the third greatest challenge of content marketing is creating content that resonates with your audience.

Wouldn’t content creation be easier if you precisely knew WHO would read your content before you wrote it?

Publications give you more insights into your readers than digital channels. That’s because medical publications already have a paid subscriber list of healthcare executives, distributors, and medical sales reps.

Because you know who will read the content, you can personalize your message to that audience’s experiences, challenges, and needs. According to 98% of marketers, personalization improves customer relationships. That’s why 51% of marketers prioritize personalization in their content marketing.

3. Increase Your Visibility

Search engine optimization takes months before most marketers see results. The content you publish most likely won’t immediately appear on the first two pages of Google. Even if you invest in paid ads, you’re still not guaranteed a spot in front of your ideal audience. In addition, you’ll be competing against surrounding content.

Publishers skip the battle with complex algorithms and keywords. So while you should keep investing in your online ranking for long-term marketing goals, you can also invest where you know you’ll have an immediate audience.

Content in publications is always visible to the readers—no need to worry about whether the audience will click on the article. Your audience already chose your content when they signed up for the publication.

4. Face Less Competition

When publishing online, you compete with other sites sharing content on the same topics. In publications, you’re the only authority on the topic, which gives you an advantage as you already established trust.

All content in a publication works together to inform and engage the audience. You don’t have to consider whether the other articles will compete for the reader’s attention since the content is aligned towards the same goal.

5. Hold Attention Longer

The average reader spends 20 minutes reading publications. That’s considerably longer than people spend browsing websites and blogs. Many online readers skim blog posts to find a few pieces of relevant information.

However, your offline readers are more likely to read your entire content. This benefit makes publications ideal for sharing your most important information and strategic marketing content.

6. Distribute through an Innovative Channel

As digital options increase, the effectiveness of digital marketing decreases due to oversaturation. Conversely, the impact of your print marketing is increasing because of less competition. For example, data shows that print ad recall has increased by 67% from 46% to 77% between 2010 and 2020.

Because trends move in full circles, printed content has switched from being the norm to an innovative marketing technique. As a result, digital marketing now sits as the mainstream channel, while businesses that use published channels are seen as creative.

7. Build Your Credibility

Digital marketing is becoming increasingly more difficult. For example, Google’s search algorithm used to rely heavily on keywords. However, now Google’s algorithm looks more at the quality of content. 

Marketers refer to Google’s new algorithm guidelines as E-A-T:

  • Expertise: What does the writer of the content know about the industry?
  • Authoritativeness: Is the website an authority in the content’s industry?
  • Trustworthiness: Are the author, website, and content trustworthy?

Building online credibility takes time. However, the result is a better ranking for your online content and website. One way to improve your online credibility is by using a publisher to distribute your content offline.

Adults trust print ads more than digital ads. This increased trust is because readers partially feel safer reading print. They’re more concerned about privacy and data collection when they read digital ads. However, they feel more in control of their print experiences.

You benefit from the publication’s authority. Because readers trust the publication, they are more likely to trust the companies that publish content within the publication.

people trust print ads the most

Image from eMarketer

Distribute Your Content through Publications

Publish your most important content through Share Moving Media to make a lasting impression on your audience. Our publications connect you to an audience of healthcare executives and key decision-makers. Our publications complement your digital marketing for the greatest return on investment.

Contact us to learn more about our content publication services.

What Medical Suppliers Can Learn from Tesla, Apple, and Rolex

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Business growth in an uncertain economy can be difficult for medical suppliers. However, several companies found the secret to consistent growth.

Explore the ongoing success of Tesla, Apple, and Rolex and discover some business policies that medical manufacturers can adopt and promote through their healthcare content marketing to achieve similar growth in their field.

Key Takeaways:

  • Tesla, Apple, and Rolex all focus on providing superior customer support
  • Recycling options and supporting causes are ways to build a sustainable business that attracts more customers.
  • Keeping your customer at the center of your business to ensure all your practices are in their best interest

Tesla

Tesla was founded in 2003 and has the mission to “Accelerate the world’s transition to sustainable energy.” Here’s a look at three key pillars to its growth that helped it become an $875.84 billion company.

A Sustainable Business Model

Tesla contributes toward its sustainable business model by manufacturing electric vehicles with zero emissions. In addition, it also offers battery recycling so it can reduce its cars’ environmental impact.

What Medical Suppliers Can Learn

Sustainability is key to remaining relevant today, as 85% of investors look at ESG factors in their investments. In addition, 73% of consumers are willing to pay more for sustainable products.

Implementing more sustainable business practices in your manufacturing, distribution, and recycling of used medical supplies will make you a more competitive business and appear more positively to your buyers. You can use your content marketing to share how you are a sustainable healthcare business.

Stay Customer-Centric

Tesla keeps its customers at the heart of its business practices. For example, it offers direct sales and services instead of working through franchises. Working directly with customers increases the speed of its service and improves the buyer experience.

Part of its customer service strategy includes expert care and service. For example, they offer a mobile service support team to come to the buyer’s location to service the cars.

What Medical Suppliers Can Learn

Customer-centric brands are 60% more profitable than those without a customer-centric approach. A customer-first business invests in the buyer’s experience from the first touchpoint through the final sale. Some areas to invest in include:

  • Great customer service
  • Quality content marketing that solves customer pain points
  • Training for new medical equipment
  • Accessible service and repair options
What goes into a customer-centric business model for medical suppliers

Image from SuperOffice

Create Demand for Products

When Tesla first came up with the idea of an electric vehicle, there wasn’t a great demand for it. Instead, the manufacturers created demand through quality marketing.

In addition, they looked at barriers to adopting more electric vehicles, one of which was the lack of charging stations. As a result, they invested in more charging options to increase demand, so customers had fewer reasons not to purchase their cars.

What Medical Suppliers Can Learn

Introducing new products to your medical buyers often means you must also generate demand for the product. Tesla showed how quality marketing demonstrates the benefits of the new product and can remove any roadblocks by addressing pain points in your content marketing and services.

https://www.youtube.com/watch?v=JiYUwRJpVZA

Apple

Apple is a $2.48 trillion hardware, software, and technology company that built its brand around the user experience. Here are three of their pillars that make them stand out and remain in high demand.

Focus on User Experience

Its products’ slick and easy-to-use design created a positive user experience. In addition, it required minimal additional software or hardware add-ons as everything came neatly together, and add-ons mesh seamlessly with its current devices.

When users experience problems, there is a wide array of options for finding support, including its website, social media, apps, and physical stores, to ensure each user receives the help they need.

What Medical Suppliers Can Learn

Apple is another example of a business focusing on the user experience through expert and accessible support. Your medical buyers rely on your products to save lives. Having timely and convenient support is key to keeping your customers satisfied with your products.

Invest in Customer Privacy

Privacy in the digital age is growing more complex. However, Apple placed privacy as one of its core values and gives users control over most of their privacy settings. For example, they allow users to turn off phone tracking, which 62% of iPhone users chose to use.

What Medical Suppliers Can Learn

Healthcare data breaches are on the rise, increasing by over 50% over the last few years. Patients in the hospitals you supply want to know their data is secure. As more and more equipment and devices work on a centralized data collection system, prioritizing security and safety is essential when manufacturing and marketing medical equipment so your buyers can rest assured that their data is secure.

Build a Sustainable Company

Apple has plans to become carbon neutral by 2030. As a result, it is increasing its use of sustainable materials and business practices. In addition, it also offers more recycling options for its products so it can reuse materials instead of adding them to landfills.

Apple sustainability example

Image from Apple

What Medical Suppliers Can Learn

Adopting sustainable practices by recycling used medical supplies and equipment will reduce the amount of waste and improve your environmental impact.

Rolex

Rolex is a $7.9 billion luxury wristwatch brand from Switzerland. Here are three cornerstones of its business structure.

Prioritizes Quality

Rolex grew in popularity because of its strict adherence to quality manufacturing. It developed several tests and protocols to ensure all employees achieve the same standard. This is what makes its timepieces reliable and improves the lifespan of its watches.

What Medical Suppliers Can Learn

Investing in quality control and strict guidelines pays off through customer loyalty because your buyers will recognize you as a superior supplier. You can use your content marketing to show the processes your medical supplies undergo to support your claims of quality.

Has Exemplary Customer Service

Rolex backs its claims of quality with premium support options. One of its most notable services is its promise to repair all watches without expiration. You can even send in a watch from several decades ago, and it will service it.

What Medical Suppliers Can Learn

Medical distributors and manufacturers can generate the same level of trust with their customers by offering reliable customer service and repair options. In this way, your buyers can depend on you to come through and keep their medical equipment running.

Runs an Ethical Business

Rolex invests in the environment through its Rolex Awards. These awards recognize those in the community and worldwide who are positively impacting the environment. Its investments in pioneers and innovators have supported over 155 individuals making a difference in the world.

What Medical Suppliers Can Learn

Investing in a cause will improve your sales and impact the world. About 76% of customers prefer brands that have a strong purpose and support a mission to make the world a better place. This drive flows over to B2B buyers who want to help this move towards purpose-driven business practices.

Become a Leader among Medical Suppliers

Building a sustainable and customer-centric business will help you stand out from your competition and boost your revenue. Share Moving Media provides the insights you need to remain competitive in today’s medical market and market your sustainable and ethical business practices.

Contact us to learn about our products and solutions to help you stay relevant and competitive among medical suppliers.