Share Moving Media

How to Optimize Healthcare Marketing Copy for Conversions

By

Conversion marketing is the practice of optimizing content to get visitors on your site to “convert” into customers or take another desired action. In our modern, connected world, this is a crucial step to drawing in new customers and seeing your business improve.

In the medical industry, healthcare marketing copy needs to be carefully crafted to draw in the right audience.

This guide will take you through a few steps you can take to encourage your prospective customers to take action.

Key Takeaways

  • Healthcare marketing copy should use clear CTAs that direct customers to act.
  • Medical suppliers need strong, streamlined websites that will work as a foundation for optimized copy.
  • Businesses need to see their conversion funnel from the customer’s perspective.

5 Steps to Optimize Healthcare Marketing Copy and Increase Conversions

You need your marketing copy to be streamlined and customer focused. Whether your customers are interacting with your website, social media accounts, or even paper marketing materials, you want your copy to be user-friendly and optimized.

These 5 steps will take you through the basics of optimizing your marketing copy.

1. Understand the Basics of Conversion Marketing 

Conversion marketing is a large topic. Unbounce features over 100 words in its Conversion Marketing Glossary. We are going to touch on a few of the most important terms.

  • Call to Action (CTA): This is crucial to conversion. This is where you ask your audience to do something, whether that is contacting you, entering their email, or making a purchase.
  • Conversion Funnel: This term refers to the path a customer takes from their first interaction with your brand until they react to your CTA. Many marketing experts talk about shortening the funnel or making it more streamlined.
  • Conversion Rate: This is the percentage of people who enter the conversion funnel and end up converting at the end. For example, if 100 people read a blog post and 15 people fill out your CTA contact form at the end, your conversion rate is 15%.
  • Decision Fatigue: Decision fatigue is the negative psychological reaction to having too many choices. If you give your prospects too many options, it can backfire. Have one goal with one call to action for each piece of marketing copy.

2. Prompt Conversions with Words and Design

If you want your healthcare marketing copy to be effective, you need to convince your prospective customers to respond to your CTA. One of the most important techniques for increasing conversions is using action words. These are simple words that tell your customers exactly what you want them to do:

  • Contact us.
  • Subscribe to our newsletter.
  • Schedule an appointment.
  • Follow us on social media.

Along with clear action words,you need to have a simplified design in your marketing copy. Your materials should be clean and uncluttered. This makes it easier for your potential customers to navigate your site. Another tip is to create a large, prominent CTA button with a simple message. You want to avoid causing decision fatigue with too many requests in a small space.

Look at this CTA that HubSpot uses at the top of its site. This CTA is “sticky” and follows you as you scroll down the page.

Image1_SM.jpg

3. Build a Conversion Infrastructure 

You can have the best marketing copy in the world, but if you don’t have a good place to put it, it won’t do anything for you. To see increases in conversions rates, you must have an optimized infrastructure that is designed for your customers.

The foundation of your marketing infrastructure is your website. You need an optimized design that will encourage visitors to click through multiple pages and learn more about what your company has to offer. Break down cluttered pages into standalone pages that focus on a single topic and include a prominent CTA on each page.

Another way to convert customers is through social media. You can share engaging content on various channels to reach potential customers and start conversions that lead back to your website.

4. Test Your Marketing

You have set up a beautiful new website, and crafted optimized content, but you are still not getting the conversions you want. When you hit roadblocks like this, you need to test your marketing strategies. Some of the most common conversion variables to test include the CTA buttons, images, and the copy.

Conversion marketing testing is usually one of the following types:

  • A/B Testing: In A/B testing, two versions of the same content are compared against each other. Half of your audience sees the original version, while the other half sees an alternative. After a specific amount of time or a certain number of visitors, you compare the conversion rates. These tests are usually done by changing one variable, such as the position of a CTA or the CTA wording.
Image2_SM.jpg
  • Multivariate Testing: With a multivariate test, you change multiple elements at the same time – change the color of the CTA, the position, and the phrasing. Again, part of your audience will see the new version, while the rest will see the original. Multivariate tests can yield good results, but they do require more traffic.
Image3_SM.jpg

5. Work Through Conversion from a Customer’s Perspective

To ensure you are reaching the right audience, you need to see your marketing copy from a customer’s perspective. For example, Dr. Smith works for a major hospital. She is part of the purchasing committee and is working on sourcing a new piece of equipment that your company sells. Imagine yourself in her position and try to see your website from her perspective.

  • Is there a clean, streamlined landing page?
  • Are the menus simple to navigate?
  • Is there a prominent search box?
  • Where is the CTA placed?

As you work through these questions, try to find and smooth out any potential pain points in your conversion funnel. 

This video from SEMrush covers some of these tips along with a few more your company can try.

Optimize Your Healthcare Marketing Copy with Share Moving Media

With optimized marketing copy in the healthcare industry, you should see increased traffic to your site and improved conversions rates. If your company is struggling to get there on your own, Share Moving Media can help.We specialize in helping medical suppliers attract new customers with compelling and relevant content.

If you are ready for a boost in your healthcare marketing copy, Share Moving Media is here to serve you. Contact us today to get started.

Top Marketing Challenges for Medical Suppliers

By

Today, we’re addressing some of the top marketing challenges for medical suppliers based on a recent survey that touched on content creation, marketing spend, essential resources, and success metrics.

Marketers today have so many options for growth strategies that it can be challenging to know where to begin. And the healthcare supply industry is no exception. Sometimes we can struggle to identify the best methods for reaching our audience effectively. Other times we face bandwidth or budget limitations that can cut us off at the knees.

Graphical user interface Description automatically generated with medium confidence

As a distributor or manufacturer in the healthcare space, your target audience may include IDN supply chain leaders, GPOs, and distribution representatives, among others. Keep reading to learn some expert tips on meeting your clients where they are and providing what they need when they need it.

Quick Takeaways:

  • Content marketers commonly struggle with content creation, finding subject matter experts, keeping an editorial calendar, and the content approval process.
  • To achieve your sales goals, you should start blogging, utilize email marketing, and take advantage of LinkedIn.
  • If you want to boost engagement online and win new clients, start sharing educational case studies, personalize communication and marketing, and engage on digital channels consistently.
  • Having enough bandwidth on your marketing team and setting clear expectations are critical factors for success.

Top 5 Marketing Challenges for Healthcare Manufacturers and Distributors

Below, we’ve identified the top marketing challenges in our recent survey, which was conducted primarily by healthcare product manufacturers.

1. Creating Content

When it comes to content creation, we found that marketers struggle most with the actual creation process. They also have difficulty finding subject matter experts, keeping an editorial calendar, and with the approval process.

Creating quality content that speaks directly to your target audience requires strategy. It’s essential to build a collection of content that reaches prospects at every stage of the buyer’s journey. To create authentic content that does its job, you need content creators and strategists that understand your industry, digital marketing, and core values.

Timeline Description automatically generated

You can either hire and train an in-house content creator (or multiple, depending on the size of your business) or outsource your content needs to an experienced agency.

2. Achieving Sales Targets

Achieving sales targets was the top metric for proving market success for survey participants. So we’ve compiled a short list of winning strategies to help you boost sales in your business.

  • Start blogging: By prioritizing blogging, you can see up to 13x the ROI of companies that don’t.
  • Utilize email marketing: You can nurture leads, track KPIs, and create engaging campaigns to see an ROI of $42 for every buck you spend.
  • Take advantage of LinkedIn: As a top B2B social media platform, LinkedIn is a brilliant place to create connections, convert leads, and engage customers. You can reach your target audience through paid advertising and organic outreach.

3. Getting Clicks, Impressions, and Downloads

Your audience is busy. No doubt about that. So how can you reach and engage with them genuinely and naturally – without feeling salesy or pushy?

Your audience needs what you have to offer. Doctors’ offices and hospitals can’t function without supplies and equipment. You don’t need to sell them on that point. However, you do need to stand out from all the other medical suppliers vying for their attention.

To boost engagement and get more clicks, impressions, downloads, leads, and sales, follow these tips:

  • Share interesting case studies containing educational content for your clients or their patients.
  • Personalize messages and use storytelling to boost engagement.
  • Create buyer personas for your target consumers to better understand who they are, where they spend time, and how to engage them effectively.
  • Reach your audience by engaging consistently on social media channels and running online promotions.
  • Be the go-to source of information for research about your offerings and questions your audience is asking.

4. Having the Bandwidth for All Necessary Marketing Roles

Lack of sufficient bandwidth can be a big hurdle in marketing. Without the talent and workforce to successfully execute strategies and reach your goals and objectives, your initiatives will fail. Many marketers these days are either stretched too thin or required to wear too many hats.

To set your team up for success, you need to set realistic expectations that you can meet using your current resources. You may need to reevaluate your team dynamic. Or it may be time to hire more marketing experts or outsource specific roles to a full-service marketing team.

Here are some other quick tips to consider:

  • Ensure your marketing and sales goals align.
  • Focus on marketing tactics that have proven successful, and let go of others that are draining your team’s time and energy. 
  • Break down massive, intimidating campaigns into small actionable steps.
  • Learn new tools and technology to make processes more manageable and efficient.
  • Continue learning and growing together as a team.

5. Having Clear Expectations

Setting clear expectations is another prominent challenge marketers across all industries face. To get all team members on the same page so everyone can move forward in the same direction at the same speed, follow these pointers:

  • Define and clearly articulate your expectations. Ensure everyone understands them or asks clarifying questions if they don’t.
  • Where have you not set expectations that you need to? You may need to identify problem areas and make some changes.
  • Make sure you explain the “why” behind your expectations. This will help you build trust with your team by confiding in them. It can also hold everyone more accountable.
  • Document your expectations and share them with your team. If anyone has reservations, they can share them. Once everyone is on board, they can sign the document and revisit it as needed.

Tactical Marketing for Medical Suppliers

Share Moving Media is a leading publishing and content production company that proudly partners with manufacturers and distributors in the medical field. We would love to help you grow your audience, crush the competition, and win new customers for your business.

Contact us today to learn more.

5 Ways TikTok is Changing Healthcare Marketing

By

TikTok has nearly 700 million active monthly users around the globe. It’s also the most downloaded app today, ahead of Facebook and Instagram. TikTok isn’t just for individual users, either. B2B and B2C brands are also making a splash on the platform, taking advantage of the vast marketing and selling potential. 

TikTok isn’t just a social media app. It’s a community where people feel they belong and can inspire others simply by being themselves. As a business, you can create a kind of engagement you can’t elsewhere. Connect with people on a more authentic level – one that makes them laugh, cry, or learn something incredibly valuable.

The emerging social media app presents exciting opportunities for many industries, including healthcare. So how do you incorporate TikTok into your healthcare marketing strategy? Keep reading to find out.

Chart, line chart Description automatically generated

Quick Takeaways:

  • With 700 million monthly active users, TikTok presents exciting opportunities for healthcare organizations.
  • With social media, you can tap into industry trends, impact people’s perspectives, educate consumers, and build trust.
  • The primary demographic on TikTok – Generation Z – prioritizes finding the truth, individual expression, and creativity.
  • TikTok can help your business inspire people in unconventional ways, build connections through humor and interacting one on one, and advertise to increase your reach and expand your audience.

Why Use TikTok for Healthcare Marketing?

TikTok allows users to be free, creative, and goofy. It encourages out-of-the-box thinking and prioritizes trends. It can amplify the voices of individuals and businesses to get significant, funny, or meaningful messages out to hundreds, thousands, or even millions of people. The platform’s primary demographic is Gen Z – those born in 1996 and later.

According to McKinsey & Company, members of Gen Z are anchored in a single element: their search for truth. They value individual expression, authenticity, and diversity. TikTok creates a space that allows users to be themselves in a unique way. 

“So what does all this have to do with healthcare? How can my business benefit from using the app?” We’re glad you asked. Here are a few reasons to start “TikTok-ing” before your competitors beat you to the punch.

  • Tap into a trendy marketplace with younger users who will soon become decision-makers, clients, and healthcare patients. 
  • Impact young opinions, and offer essential perspectives about hot topics in the healthcare space.
  • Show the world “a day in the life.” 
  • Offer insider tips, and dispel common medical and healthcare myths.
  • Educate people by sharing valuable content.
  • Show a different side to the healthcare industry to break down stereotypes.
  • Build trust by being 100% honest, relatable, raw, and genuine in your interactions.

5 Ways to Invest in Healthcare Marketing on TikTok

Ready to learn how healthcare-related organizations should consider investing in TikTok to share authentic and creative video-based content? Here are five ways TikTok is changing healthcare marketing and how you can get in on it as soon as possible.

1. Inspire People in Unconventional Ways

Like we already mentioned, TikTok users celebrate uniqueness and being yourself. You can have fun on this channel and use it as an outlet for creative expression. Create short, simple videos using the tools the app provides.

Also follow proven techniques to optimize your videos and increase your chances of going viral. But don’t become paralyzed by overthinking the process. Posting a short video sharing some encouraging words, giving your audience a quick boost of positivity, or sharing an inspiring story can go a long way in healthcare marketing.

Check out NurseHadley, who loves to share stories and advice that resonate with her listeners.

Graphical user interface, application Description automatically generated

2. Make Them Laugh

Adding humor to your videos can instantly ease tension and make users more open-minded about what you have to say. You can make learning fun, educating your audience in creative and memorable ways. You can even present an important or serious topic in a safe and comfortable way by making people laugh in the process.

3. Interact with Users to Build Relationships 

After posting consistently, you should begin attracting followers interested in your brand, perspective, and advice. You’ll start building a community on TikTok that you can engage with. Remember to be genuine, honest, and transparent when sharing and responding.

Spend time engaging your audience and replying to comments and questions to show you genuinely value their opinions and feedback. This can help you build a strong reputation and set your business up for future success.

4. Become an Influencer

Healthcare brands have the authority to become influencers on TikTok. Sharing helpful information and advice while paying attention to trends can help you increase your influence and reach. Create content that resonates with people, and prove that you’re an expert in your industry. 

You can become a trusted resource with strong influence while simultaneously humanizing professionals in your industry. NurseBlake does a great job of humanizing nurses and sharing his personal perspective (while also making people laugh).

Graphical user interface, website Description automatically generated

5. Advertise for Discoverability and Growth

“Don’t make ads. Make TikToks.” – TikTok For Business

Like other social media platforms, you can target TikTok users in different phases of the sales funnel: awareness, consideration, and decision. Set up an ad account, and create a campaign with the parameters that meet your marketing objectives. 

Here are some of the types of ads you can run on TikTok to market, sell, or get discovered by your target audience:

  • In-feed ads
  • Top View ads
  • Branded Effects ads
  • Brand Takeover ads
  • Branded Hashtag ads

TikTok Marketing for Healthcare Suppliers

Ready for your brand to stand out and change marketing norms for your industry? As a medical supplier, you can leverage social media to connect with younger generations like Millennials and Gen Zers. Sharing original content and running ads, influencer campaigns, and hashtag challenges can help you crush your competition. 

If you work in the medical field as a distributor or manufacturer and you’re ready to adopt a killer marketing strategy, Share Moving Media would love to partner with you. We can help you target and grow your ideal audience and win new clients for your business. Contact us to get started.

Digital Marketing Budgets: A Channel-Wise Digital Marketing in Healthcare E-Guide

By

As the COVID-19 pandemic rolled across the globe, the healthcare industry came away forever changed.

One of the biggest adjustments from the pandemic came in the form of virtual health options. With this push for online access to doctors and other health services, health marketers have had to adjust their strategies as well.

If you, as a health marketer, are looking for innovative ways to create a digital marketing budget for healthcare, we are here to help. Read through this digital marketing in healthcare e-guide to help steer your marketing department in the right direction.

Key Takeaways

  • Healthcare marketers need to understand their marketing goals to adjust their budgets to the new digital landscape in the healthcare industry.
  • Focus your marketing budget on the channels where you can most effectively reach your customers. This may include email, blogs, and social media.
  • Make sure your company’s website loads quickly and is optimized for mobile users.

Define Your Marketing Goals

While you may wish you had an unlimited budget for your digital marketing, you must be realistic about how much you can spend and where to spend it. To make sure you choose the right channels, you should ask yourself these questions:

1. Where Do My Potential Customers Spend Their Time Online? 

Depending on the type of healthcare organization you work for, your customers might be individual patients, doctors, hospitals, or even large healthcare conglomerates. Focus on your customer demographic and figure out how to reach them online.

You can brainstorm ideas and talk with other team members. You will likely be able to connect with customers on social media, but you must choose the right platforms. If your customers are other businesses, can you reach them through email or other types of messaging?

2. How Can I Generate More Leads? 

Once you know where to reach your potential customers and how to communicate with them, look for ways to generate leads from those channels. Do you already have marketing on these channels? If not, can you start? If so, is there room to do more?

3. Where Can I Invest If My Marketing Budget Increases? 

As we travel into the post-COVID world, many healthcare marketers may see an increase in the amount of digital marketing money allotted to them. The pandemic showed the healthcare industry that it can connect with people virtually, and that method is here to stay. If your marketing budget increases, focus on your company’s goals to spend your money strategically.

4. Where Will I Get the Best ROI? 

The simple answer to this question is that you will get the best ROI on the most popular channels used by your customers. However, you have to use the right kind of marketing on those channels. Different platforms require different types of content. Make sure you have a solid overall marketing strategy.

For even more things to consider, this video from Philip VanDusen has some great digital marketing tips.

Where to Spend Your Digital Marketing Budget for Healthcare?

The pandemic drastically shifted the healthcare industry toward digital resources, whether it wanted to it not. Many healthcare marketers are adjusting their marketing goals and spending patterns based on the effects of the pandemic.

In a recent survey, healthcare marketers indicated that one of the top marketing goals for 2021 was to build brand awareness. Respondents also said they were increasing marketing investments in search engine optimization and paid social media, among others.

top digital marketing investments healthcare organizations are making in 2021

Now, you get to figure out the best way to use these digital channels to connect with your customers and get successful returns. We recommend these key digital channels to maximize your marketing budget.

1. Create Bold Brand Messaging Through Your Website

The most important digital channel to focus on is your company’s website. This is the place where most customers will ultimately connect with you. You want it to look sharp, have an easy-to-understand layout, and load quickly. In fact, a website that takes too long to load may cost you a sale.

According to Neil Patel, the longer a site takes to load, the higher the chance a visitor will abandon your site.

Finally, don’t forget to optimize your site for mobile use, as about half of all internet traffic comes from mobile devices.

2. Trust Email Marketing to Reach Businesses 

Email marketing is a highly effective way to reach potential customers. It also offers an incredible ROI with an average return of $38 for every $1 spent. Email is an easily customizable channel you can use to communicate directly with your customers. 

You can use email to gradually convert a lead, offer new solutions to current customers, and even reactivate old customers. Email is one of the most personalized methods of connecting with customers. However, you must have a good email marketing strategy, so you don’t waste your marketing dollars.

3. Use Social Media Marketing to Engage with Customers 

Our modern world is connected through social media. More and more often, businesses use social media to connect with and find customers. With so many social media platforms available, your company can find the ones best suited to you.

While the main goal of social media is to share information about your company brand, it is also an effective tool for monitoring the activity of your customers. You can use relevant hashtags to draw attention to your industry. For example, if your company sells mammogram machines, you can join in the conversation with hashtags during breast cancer awareness month in October. 

4. Share Your Expertise Through a Blog 

You know your company and industry well. Share that expertise with others through a company blog. When you set up your blog, you should plan on publishing something new at least once a month, but once a week is even better. Focus on creating quality content with good SEO value that will attract more customers in your market.

Share Moving Media Can Help You Maximize Your Digital Marketing Budget

At Share Moving Media, we’re experts in creating high-quality content for the healthcare industry. We work with healthcare marketers along with distributors and manufacturers in the healthcare industry. If you want to put our expertise to work for your healthcare company, we are ready to help.

Contact us today to learn more about our company.

Four Strategies for Referral Marketing in Healthcare That Will Earn You More High-Value Customers

By

As a medical supplier, you rely on doctors, hospitals, and other healthcare facilities to keep your business growing.

One of the best ways to increase exposure and trust in your products is through referral marketing in the healthcare industry. Word of mouth recommendations backed by medical results can be an effective tool in your overall marketing strategy.

We are going to talk about the importance of referral marketing and share four key strategies that you can use to boost referrals in the future.

Quick Takeaways

  • Referrals generate more high-quality leads than other types of marketing.
  • Referrals have some of the highest lead conversion rates.
  • Medical suppliers can use referral marketing along with other types of marketing to meet their business growth goals.
  • Getting to know your customers is a key step in the referral process.

Why Referral Marketing in Healthcare is Important

Marketing in the healthcare industry can be a bit trickier than in other industries. This is mainly due to healthcare regulations, such as HIPPA and the federal anti-kickback statute (AKS). However, as a medical supplier, you still need to develop a marketing referral strategy. Social Media Today has some great statistics to show this:

High Quality Leads 

You are a business-to-business (B2B) company. 78% of B2B marketers say that referrals bring them higher quality leads.

More Leads

In addition to creating better leads, referrals also generate a higher volume of leads, according to 60% of marketers.

Lower Costs

Referral programs are a great asset. Once you have set up a successful program, it should essentially run itself. 54% of marketers in the survey said that referral marketing comes with a lower cost-per-lead compared to other types of marketing.

Popular In the Industry

Referral marketing is a popular choice across many industries, including healthcare. Referral programs work and they can quickly add new customers to your business.

Great Source of Leads

Marketers rate referrals as the second-best source of high quality leads, with trade events coming in first.

Leads Turn into Sales

According to Harvard Business Review, consumers are four times as likely to purchase a product when it is recommended by a friend. In addition, 84% of B2B sales start with a referral.

Image1_SM.jpg

Referral Programs Lead to Success

According to Copper Chronicles, companies with referral programs have better sales success.

Image2_SM.jpg

When a friend, family member, or colleague recommends a business or product to you, it automatically comes with built-in trust. When a business rewards that referral or recommendation, customers are more likely to share their experiences with others.

Determine Your Marketing Goals

To help make your healthcare referral marketing work better for you, you should follow these steps.

1. Identify Your Goals 

Obviously, your main goal is to increase the number of customers you have. However, you also want to get new, loyal customers who will share their experiences with other healthcare providers.

2. Use Various Methods to Reach Your Goals 

Instead of focusing all of your time and money on one marketing area, consider multiple marketing avenues that could draw in more customers. These may include:

  • Mass mailing campaigns: You could send out mailers to local hospitals and physician’s offices in the area you want to target.
  • Monthly newsletters: Create a monthly e-newsletter that you send out to your customers and anyone on your email list. You can highlight new products and share details on the benefits of your referral program.
  • Local events: Participate in as many events as you can that will connect you with hospital staff, doctors, and other healthcare professionals. This could include educational events, conferences, and hospital events.
  • Advertising: Buy advertising spots in healthcare publications, on medical websites, and even social media sites.

3. Compare Results 

With multiple marketing paths, you can compare the results you get from each method. Be sure to stick with your chosen methods for at least six months. Ask your new customers how they heard about your company and your products. If you find that some methods worked better than others, you can adjust your marketing strategy to focus on those areas.

Four Healthcare Referral Strategies to Help Grow Your Customer Base

Much of the healthcare industry is driven by referrals and recommendations – not simply doctors referring patients to specialists, but hospitals and healthcare organizations recommending medial suppliers and products.

If your business is ready to expand your referral network, here are a few strategies to get you started.

1. Find Your Main Sources of Referrals 

If you sort through all your sources of referrals, you will likely find a small number of key organizations and individuals that drive most of your referral business. By focusing on these primary sources, you can prioritize your marketing resources and give these sources the attention they deserve. You want to ensure that they remain your primary referral source, and not someone else’s.

2. Learn What Makes Your Sources Happy 

Talk to your referring organizations and ask them what they like the most about your business and products. Really listen to their answers and find ways to make them and their referrals happy.

3. Ask for Referrals Right Away 

While this may seem pushy, asking for referrals early in the process is more likely to lead to success. During the initial purchase stage is when customers are most excited about your products. You can ask questions like, “Who do you know that would benefit from our services?”

4. Hold an Exit Interview 

If a customer is finished using your services or products, schedule an exit interview with them. Ask them specific questions about what you did well or things you could have improved on. This is also a good time to ask for additional referrals with a question like, “Would you recommend our business?” If they say yes, ask for more information.

Improve Your Healthcare Referral Marketing Strategy to See Your Business Grow

Referral marketing in healthcare is an important part of any medical supplier’s marketing strategy. Focusing on your top customers and learning what makes them happy is the key to success.

Share Moving Media is here to help healthcare suppliers like you grow your business and reach new customers.

Contact us today, and we can help your healthcare business streamline your referral process.