healthcare marketing tools Archives - Page 2 of 3

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

November 3, 2020 By Scott Adams

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?

A screenshot of a cell phone

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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!

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

October 22, 2020 By Scott Adams

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.

Content Marketing 101 for Healthcare Distributors

September 28, 2020 By John Pritchard

Healthcare distributors are an integral part of the U.S. healthcare ecosystem, helping deliver medicines and devices to the market. Distributors create efficiency, providing some $33 to $53 billion in savings every year.

As a medical supplier, you are tasked with bringing the latest innovations to patients. An effective healthcare marketing strategy allows you to reach the decision-makers in the medical equipment sales funnel who bridge the gap between you and the end-user.

Whether you’re targeting private physician practices or large-scale integrated delivery networks (IDNs), content marketing can help you engage your audience, allowing you to ultimately ramp up sales.

This guide introduces the basics of content marketing for healthcare distributors and gives you five concrete ideas for implementation.

Why Use Content Marketing?

Content marketing encompasses various media, from blogs to websites, videos, infographics, and more. This diversity allows for fantastic flexibility. You can tailor marketing campaigns to different people and purposes, depending on your target audience.

Additionally, content marketing is cost-effective. You can repurpose critical messages from a blog for a YouTube video – or use stats from an infographic in a thought leader article in a magazine. A small investment will take you far, thanks to the content’s adaptability.

Recognizing such advantages, companies are increasingly relying on content marketing to increase revenue and market share. Most content marketers focus on lead generation (85%) and sales (84%).

5 Ways to Implement Content Marketing

Content isn’t just meaningless filler. It will generate revenue – if you know how to use it. Here are some tips for effective content marketing for healthcare distributors.

1. Incorporate Visuals

Technological advances have made modern societies more visually oriented. The age-old moniker that “a picture is worth a thousand words” has never rung truer. Large chunks of text alone don’t catch the eye.

Always include visuals with your content. Even a blog post or magazine article can be broken up with appealing photos or infographics.

2. Hijack the News

The media machine is 24/7. Tap into its power. Use current events to bring consumers back to your product. You can even piggyback off annual events like the Super Bowl or the holiday season to create seasonal marketing campaigns.

News about an upwards trend in heart attacks is a platform to talk about cardiovascular stents. Statistics about an increase in depression due to isolation during COVID-19 can serve to discuss mental health products.

3. Give Something Away for Free

Free content can serve as the first step in grabbing your target audience’s attention. It gives consumers a low-risk way to get to know your company or product. Do it right, and you can convert a curious content-consumer into a buyer.

How? There’s a lot of bad content out there. Make sure yours adds value. Create a well-researched white paper or e-book covering the latest updates in your niche. Whether you distribute ultrasound equipment or hearing aids, you are an expert in your field. Share your knowledge.

4. Embrace Storytelling

People get tired of numbers and statistics. Drowning your target audience in quantitative information can also come across as aggressively sales-like – a turnoff for many consumers. Storytelling is a content marketing technique focused on building trust and loyalty by fostering a more personal connection.

Use stories to back up hard facts. Get patient or physician testimonials attesting to your product’s value. Providing such examples allows potential buyers to connect with your work on a personal level.

5. Try Interactive Media

Interactive content like clickable infographics or quizzes intrinsically demands engagement. This is an effective way to get people to stay with your content instead of just skimming past it. Some types of interactive content, like surveys, can even be used to collect more information about your target audience, allowing you to better serve their needs.

The Secret to Success: The “S” Word

Creating great content is only half the battle. A strategy is the secret to success. Content marketing in healthcare must be targeted, planned, and measured. Audience targeting allows you to increase return on investment by ensuring you put your marketing money into channels that resonate with buyers.

Planning allows you to get ahead of the market. As a healthcare distributor, you’re at the forefront of innovation. When a new medical technology or diagnostics device is set to hit the market, you’re among the first to know. Creating a content plan before the actual launch gives you the tools you need to promote the product the second it drops.

Measurement is the final piece of any effective healthcare marketing strategy. How many views did that YouTube video get? What was the click-through rate of that Google ad? How many new email subscribers did the call to action in your thought-leader article generate? Such a metrics-based analysis allows you to tweak your content marketing for more positive outcomes.

Learn More About Content Marketing for Healthcare Distributors

Share Moving Media can help you increase healthcare sales with comprehensive content marketing. A full-service media company, we create many types of content, including webinars, blog posts, e-books, graphics, and more. We work with best in class distributors to deliver market share through a variety of services across multiple channels using content marketing in print, video, webinars, education modules, and live events. With this diverse array of healthcare marketing tools, we help your brand grow.

Sign up for our newsletter to learn more about how Share Moving Media can help you plan and create quality content in context. Ready to start creating your content strategy? Contact us today!

How to Use Video Marketing to Boost Healthcare Sales

September 21, 2020 By John Pritchard

Digital marketing provides marketing teams with endless options to boost healthcare sales, especially given the fact that more patients are heading online to search for answers to various health-related needs. Approximately 70,000 health-related Google searches happen every minute! So, with so much competition online, how can you stand apart from the crowd? One excellent method is to start utilizing video marketing for healthcare sales.

Video Marketing: What You Need to Know

Recent studies state that 92% of marketers believe that video is an important aspect of their overall marketing strategy.

Source: Wyzowl

Video has a profound effect on consumers. This is because people process videos and other visuals at a much faster rate than they do text. The human brain processes visuals (videos, infographics, images, etc.) approximately 60,000 times faster than text and grabs the attention of viewers five times faster than still images do.

Visual content is not only easier to process, consumers continuously state that they prefer videos instead of still images because it delivers to them the information that they need much quicker than it does via text and infographics.

Since it can have such an impact on your audience, video marketing is well worth the time and monetary investment. So, how do you implement video marketing into your current strategy? By getting to know the basics first.

What is Video Marketing?

Video marketing is just what it sounds like – creating video content to help share information with your targeted audience. Video content comes in almost as many forms (if not more) than traditional written content. Some of the most popular videos used in marketing include:

How-to/Educational Videos
Video Ads
Explainer Videos
Product Videos
Testimonial Videos

Videos can be animated, they can be traditionally filmed, and they can even be live broadcasted on social media and shared over and over again, making it an excellent source of evergreen content for your brand.

Current Video Marketing Statistics Worth Knowing

While it’s true that traditional content can be simpler to put together than video content, it’s definitely worth the time and investment. Need further proof? The numbers don’t lie:

85% of internet users in the U.S. watch video content monthly across multiple devices.
57% of marketers say they now use live video in their marketing strategy.
41% of B2B marketers are curious about adding video marketing to their sales strategies in 2020.
48% of consumers want to watch videos that reflect what they are interested in – whether it be educational, entertainment, or on products.
Both global online video viewing and ad spend on videos are predicted to increase in 2021

Source: MarketingCharts

How to Use Video Marketing in Healthcare Sales

Now, when it comes to using video marketing in healthcare sales strategies, there are countless directions your team can take. Whether you are looking to bring in new patients to a given office/hospital location or are trying to sell various treatment options to patients, video marketing can play a significant role in encouraging them to take action.

Not quite sure how video marketing can help in your healthcare sales strategy? Here are a few examples to help give you some ideas to play around with.

Physician Profile Videos

If you’re a healthcare organization looking to bring in new patients, one of the best video marketing methods to incorporate into your digital marketing strategy is to include physician profile videos. These videos introduce each doctor and give patients an idea of who they may or may not be working with.

A screenshot of a social media post

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Source: Edward-Elmhurst Health

Welcome Videos

Having doctor profiles are an excellent way for new potential patients to get to know your staff. In that same light, including welcome videos on your website is an excellent way to introduce your organization, your mission and share your values with those who are trying to decide if your organization is the right fit for their needs.

Video Testimonials

Research shows that 90% of patients use online reviews and testimonials to evaluate doctors and care facilities. So, what better way to improve your online reputation than by sharing patient testimonials?

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Source: Loyola Medicine

Reading about a pediatric cancer survivor’s journey is powerful in itself. However, watching a video of the patient and/or their family sharing their story holds a much higher emotional power over those who are looking into the testimonials of a healthcare organization.

Educational Videos on Various Procedures and/or Health Conditions

Investing in educational videos to help you explain various health conditions or medical procedures is another excellent way to incorporate video marketing into your healthcare sales strategy. These videos are a great way to not only educate your patients but help ease any of their anxieties revolving around a recent diagnosis or an upcoming procedure.

Product Information Videos

Finally, product information videos are an excellent tool for those in healthcare manufacturing and distribution. Much like the educational videos for procedures and health conditions, product information videos give consumers an idea of what a product is, what it does, why it’s beneficial, and so much more.

Source: AliMed

Amp Up Your Marketing Strategy with Share Moving Media

At Share Moving Media, we are a full-service media company that understands how important your content is to your healthcare marketing strategy. That’s why we help healthcare brands create stunning webinars, blogs, and articles, and we’ll be happy to help you develop your video marketing strategy for your healthcare sales team.

Ready to get started? Then contact us today to learn more!

Influencer Marketing: Are Journals in Healthcare Marketing the New Influencers?

September 14, 2020 By John Pritchard

Influencer marketing and healthcare don’t always go hand in hand in the mind of a marketing professional. When people think of influencer marketing, they automatically think of big-name celebrities cross-posting promotional material on their social media pages for various brands. In fact, there has been some backlash in the past regarding influencer marketing in healthcare because social media influencers “aren’t doctors” and shouldn’t be advising on medical concerns.

So, if traditional influencer marketing is so controversial, how does the marketing trend work in the healthcare industry?

Influencer Marketing in Healthcare: Current Trends

When it comes to healthcare marketing tools, many of the “traditional” marketing tools work well for those in charge of building a healthcare marketing strategy for manufacturers, providers, etc. The same can be said of influencer marketing when done right. Studies have shown that approximately 80% of advertisers find this marketing method effective.

Source: Smart Insights / Mediakix

The easiest way to break the idea of influencer marketing down is to pay careful attention to the audience that you’ll be addressing. However, when it comes to healthcare, things can get dicey. So, if you’re looking to leverage influencer marketing in the healthcare industry, you need to keep in mind that you are catering to a very specific audience made up of either doctors or patients (or sometimes a combination of both).

So, while a creative celebrity cameo can work in some instances, you’re better off implementing one of these three current healthcare marketing strategies:

1. Healthcare Influencers

The concept of healthcare influencers works very similarly to that of more traditional influencers. The primary difference is that these individuals are experts in the industry. They can be doctors, surgeons, scientists, manufacturers, and more.

2. Health e-Mavens

The concept of e-Mavens isn’t exactly a new marketing concept; however, it’s not often talked about either. This concept stems from a term first coined in 1987 known as marketing mavens. Marketing mavens were known as a type of influencer who not only had a social presence but, again, a certain level of expertise or insider knowledge in a particular industry.

In our current age of technology, these individuals are known as e-mavens, and they are considered consumers with first-hand knowledge of a subject and share their expertise online. What makes these individuals different from healthcare influencers is that while they have first-hand knowledge, they aren’t exactly “experts” in the traditional sense.

Health e-mavens are defined as those who are “actively involved with health information acquisition and information transmission” across the internet. These are people that the public has come to know and trust for one reason or another. They are constantly searching for new information and they have a deep desire to share it once they’ve found it.

One recent example is Lucy Hale, who has taken it upon herself to open up and share her women’s health journey and finding the right kind of birth control that suits her specific needs.

Source: Instagram

Helping women everywhere find the information they need to stay healthy is a passion for the young actress, so it’s unsurprising that she would open up about her story and share something so vulnerable with the public.

3. Online Medical Journals

Did you know that approximately 7% of Google’s daily searches are in some way, health-related? That amounts to nearly 70,000 health-related Google searches each minute. Technology is an excellent resource, and with so many patients taking more control over their health and wellbeing, they are turning to the internet for information both before and after consulting with their medical team.

This is where journals in healthcare marketing come into play. Online medical journals come in many different forms, including:

Professional medical journals, such as the National Center for Biotechnology Information (NCBI) and the New England Journal of Medicine (NEJM)
Digital healthcare journals for the public, including The Journal of Healthcare Contracting, Frontiers, and more.

How Journals in Healthcare Marketing Work as a Form of Influencer Marketing

So, which of these methods is the most effective for a successful healthcare marketing strategy? The right answer is to say all three have their advantages; however, online journals have a bit more edge to them than health e-mavens and other healthcare influencers.

The saying content is king still rings loud in the marketing industry, no matter what sector you are in. This is especially true when it comes to content marketing in healthcare. Think about it for a moment – blogs and other similar online content are among the top three types of media used in content marketing today.

Source: HubSpot

Online journals in healthcare can and often do fall under this category. They work because they can be easily optimized for search engines, they can help draw in consistent (and relevant) traffic to your website, and when thoroughly researched, can help you build your authority on a given subject matter.

This type of content is crucial now more than ever as more and more individuals start turning to Dr. Google for answers to their medical questions.

Get More Healthcare Marketing Tips and Tricks with Share Moving Media

As a full-service media company, the team here at Share Moving Media understands that staying up to date on the current healthcare marketing tools and trends can be a tricky process. That’s why we do the heavy lifting for our clients. Contact us today to learn how we can help your brand.

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