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?
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!
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.
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