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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!

How to Use Video Marketing to Boost Healthcare Sales

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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. 

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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
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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. 

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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. 

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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?

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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.

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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. 

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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. 

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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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