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Eight Effective Strategies for Omni-Channel Marketing in Healthcare

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As technology advances, and the way we all connect with the world changes, the marketing industry must evolve. This is happening at an ever-increasing rate, including in the healthcare industry.

To keep up and make sure your business gets the exposure it needs, you must continually invest in new marketing ideas.

One of the best ways to employ modern marketing principles is omni-channel marketing. This is used to create an interactive pipeline for your potential customers. Omni-channel marketing in healthcare is an innovative way to give customers a seamless brand experience that can potentially create long-lasting partnerships.

Key Takeaways

  • Omni-channel marketing delivers higher purchase frequency and engagement rates.
  • You can reach more customers in more places with a cohesive message across all channels.
  • Omni-channel marketing can help a brand focus their message and see things from their customers’ perspectives.

What Is Omni-Channel Marketing in Healthcare?

Omni-channel marketing is similar to multichannel marketing. Both use multiple marketing platforms to connect with customers. However, the main difference is that in omni-channel marketing, the content across all channels is connected and optimized. 

This video offers a few more details about how multichannel and omni-channel marketing approaches differ.

In omni-channel marketing, one marketing avenue will lead the customer to another experience. For example, an email will include a link to a webinar, which in turn gives the customer information on how to sign up for an in-person consultation.

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The goal of omni-channel healthcare marketing is to make every customer feel like they have a personalized experience with your company.

Benefits of Using Omni-Channel Marketing

Omni-channel marketing is quickly growing as one of the most important marketing tools. Recent studies have shown that businesses who use an omni-channel marketing approach can see an increase in purchase frequency of 250%, compared to companies who only use a single channel. In addition, the studies show an engagement rate of 18.96%, compared to just 5.4% for brands that do not use an omni-channel approach.

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Here are some of the key benefits to using omni-channel marketing for your healthcare business: 

  • More exposure: With your brand on multiple marketing channels, more customers will see your message and engage with your brand.
  • Improved messaging: Each marketing channel you use will reinforce the overall theme of your message. For example, when a customer gets an email message from your company along with seeing social media posts featuring the same message, it can strengthen the image of your brand. 
  • More leads: More brand exposure will naturally earn you more leads. Potential customers who see your message on multiple platforms are more likely to contact your company for information.
  • Improved conversion rates: With an omni-channel marketing approach, your brand message will be cohesive. This can lead to a higher conversion rate and a better return on your investment.

8 Strategies to Use in Your Omni-Channel Healthcare Marketing

With such clear benefits, it is easy to see why you need an omni-channel marketing strategy. But how do you get there? Here are a few strategies you can start incorporating into your next marketing campaign.

1. Focus on Where You Are Successful 

Using omni-channel marketing means connecting with your customers in multiple places. However, it does not mean you have to use every possible marketing channel at the same time. Focus on sending out a unified message across a few areas, such as print media, social media, and your website. 

Three channels are an ideal place to start. Stick with your chosen approach for at least six months to see the results. Once you have successful, consistent results in your chosen areas, consider adding a new marketing outlet.

2. Have a Consistent Message 

The key to a successful omni-channel marketing strategy is having a consistent message across all platforms. Your customers should be able to move from one touchpoint to the next without feeling like they missed something.

3. Go Where Your Audience Is 

Your business works with healthcare professionals. You need to reach them where they are. Learn more about your customers and what media they interact with. Consider marketing with healthcare-related apps, sponsoring local health-related events, setting up a booth at the next healthcare conference, or buying ads in popular healthcare magazines.

4. Reuse High-Performing Content 

While you should never copy and paste content from one platform to another, you can make small adjustments to turn a blog post into a commercial or a series of tweets. An omni-channel marketing experience should be consistent and cohesive.

5. Create Personalized Experiences 

With modern technology and AI software, it is not difficult to create a digital experience that feels personalized for each customer. Simple touches like adding a customer’s name to an email can have a big effect on their response to your message.

6. Map the Customer Journey 

Put yourself in your customer’s shoes and navigate every channel of your omni-market process. Make sure there are no dead ends. Every channel should be optimized to lead the customer to a potential sale, while also giving them easy access to another marketing channel for more information.

7. Optimize Your Social Media Presence

This works with strategy number 3. While healthcare professionals will likely have a presence on traditional social media sites like Facebook, LinkedIn, and Instagram, you should also consider using platforms like Doximity, Sermo, and DailyRounds. 

8. Analyze Your Data

Your omni-channel marketing tools are going to give you a wealth of data. Study the data to find ways to improve your message and marketing. Your data should also lead you toward your top customers, which you may be able to use as brand ambassadors.

Get Your Healthcare Brand Noticed with Omni-Channel Marketing

Share Moving Media is a leading content production and publishing company for the healthcare industry. We work with healthcare manufacturers and distributors to help them enhance their brand messaging and attract new customers. We would love to help you reach your full potential and grow your business.

If you are ready to enhance your brand’s image through omni-channel marketing, contact us today to get started.

How Artificial Intelligence is Improving Value-Based Care

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Artificial intelligence (AI) allows computers to mimic the learning, problem-solving, perception, and decision-making skills of a human. Once considered science fiction, AI has become a part of our everyday reality. Today, AI is used for customer service chatbots, media streaming providers, banking and financial services, smart home devices, and more.

AI is also gaining ground in the healthcare sector, where it’s driving the efficiency of value-based care. Value-based care is defined by its intent to create more value for the patient. Every element of a value-based healthcare system should enhance the quality of patient care and thus improve patient outcomes. AI in value-based care can help realize this vision in various ways.

An Overview of AI in Value-Based Care

Value-based care isn’t just about individual patients. It further aims to create better health for broader populations and to lower per-capita costs of healthcare at large. All of this adds up to more effective and efficient healthcare systems that better serve patient interests while minimizing needless spending.

Organize and Analyze Healthcare Data

Healthcare is a data-driven industry. A single patient file can contain extensive amounts of information, from past diagnoses to blood test results and basic facts like height, weight, and age. To diagnose a patient successfully, a healthcare provider needs to have access to all of this information. AI can help better organize, manage, and even analyze such data.

What’s more, AI can take datasets from not just one patient but from many patients, bringing together large swaths of information to make it easier to identify significant trends across patient populations. For example, AI algorithms can track, pinpoint, and analyze adverse events in pharmaceutical clinical trials, helping to speed drug development and get patients new medicines they need faster.

Research suggests that AI can be used at many stages of the drug development process. For example, in drug design, AI can predict drug-protein interactions and help model the 3D structure of a target protein. In the later development stage of drug screening, AI can be used to help predict elements like bioactivity and toxicity.

Enhance Diagnostic Procedures and Predictions

AI can also help improve diagnostic procedures and predictions for individual patients, directly impacting care decisions and outcomes. This fact becomes especially evident when looking at the promise offered by human genome sequencing.

Every individual has unique DNA. Through genome sequencing, researchers can now analyze each person’s DNA and identify genetic markers that indicate a person has a greater likelihood of developing a particular disease. With this information – which goes well beyond what a standard physical exam and health history can provide – doctors and patients can benefit from improved diagnostics predictions.

One famous example is the actress Angelina Jolie. Through genome testing, the actress discovered that she was a carrier for the BRCA1 gene mutation, making her more susceptible to breast cancer. A woman with the BRCA1 gene has a 69% chance of developing breast cancer. In comparison, the average woman has about a 12% chance of this. As a preventative measure, Jolie opted to have a double mastectomy.

Improve Support Informed Clinical Decision-Making

As the Angelina Jolie example also shows, AI-driven data analysis can be used not only for predictive modeling but also to guide healthcare decision-making. The more data a patient and healthcare provider have, the more informed of a decision they can make, jointly, regarding the patient’s course of care. In Jolie’s case, the identified risk warranted what some might consider a drastic step.

This shows how AI in value-based care can directly impact individual patients. Data-driven decision-making removes some of the unpredictability of healthcare. Instead of waiting to see if cancer developed, Jolie proactively decided to minimize the risk. The promise of AI-supported data analysis is especially significant given the rise in electronic health records (EHRs), which digitize patient data.

This approach would arguably also prove more cost-efficient at an individual level and minimize the burden on the healthcare system (when considering a long-term cancer patient’s requirements). Cost-cutting is also part of the value-based healthcare model, which aims to reduce the cost of services without negatively impacting the outcome – or, better yet, improve outcomes without increasing costs.

AI in Value-Based Care: A Case Study

A case study can help crystallize the information above and demonstrate how AI can contribute to value-based healthcare. For example, consider how AI can be used to help predict epileptic seizures. Epilepsy is a neurodegenerative illness that causes recurrent and unpredictable episodes.

Individuals diagnosed with epilepsy can benefit from medication. However, approximately one-third of patients can’t successfully manage their symptoms using medicine and still experience dangerous spontaneous seizures. While surgical interventions are available to treat epilepsy, the overall success rate remains relatively low, and the risk of complications is significant.

More recently, researchers have begun exploring the utility of AI in predicting epileptic seizures. By analyzing large swaths of historical data regarding epileptic seizures, it may be possible to identify so-called seizure generators correctly. This can help keep patients safe and further open up new avenues for developing alternative interventions to address and possibly prevent seizures.

This example clearly shows how AI can help healthcare become more personal while also allowing for more significant predictive and preventative measures. As AI capacities continue to evolve and the healthcare system gains confidence implementing tools like those described above, more such examples of AI in value-based care can be expected.

Understand the Healthcare Marketplace with Share Moving Media

As a healthcare manufacturer, it’s essential to stay up to date on the latest developments in your field. Technological innovations like AI in healthcare directly impact the providers and systems you serve. Understanding what matters to them will help you better map the customer journey and meet each customer’s unique needs.

Share Moving Media is committed to helping medical suppliers gain a better understanding of the healthcare marketplace, which allows them to increase market share. We are a full-service media company that helps healthcare suppliers create compelling content to reach their target audiences, including blogs, podcasts, webinars, and more.

Subscribe to our newsletter, The Marketing Minute, for more updates. Contact us to work together.

How to Use Webinars to Create Content for All Stages of the Funnel

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The medical supply market is competitive. As a healthcare supplier, you can boost success by proactively targeting consumers at every stage in the marketing and sales funnel. Webinars are one effective way to do this. This e-guide explains how to harness the power of webinars for healthcare sales.

An Introduction to Full-Funnel Marketing

Experts agree that a full-funnel approach is essential for future digital marketing success. While the terminology for the stages of the marketing and sales funnel varies, a general breakdown might look like this:

  • Awareness: A prospective customer is made aware of a business’ product or service.
  • Discovery: The prospective customer – the lead – learns more about the product or service.
  • Evaluation: The lead takes time to consider whether they need the service or product.
  • Engagement: The lead decides whether or not to make a purchase.
  • Commitment and purpose: The lead commits to making a purchase and becomes a customer.
  • Loyalty and advocacy: The customer returns to make a repeat purchase. They may also recommend the product or service to others.

Webinars for Healthcare Sales at Every Stage of the Funnel

Although the concept of full-funnel marketing has been prevalent for years, technological and organizational hurdles made practical implementation difficult. Until now, of course. Today, modern digital technologies –like webinars – make a full-funnel approach more accessible than ever.

Here is how to harness the power of webinars to create content for every stage of the medical equipment sales funnel.

Awareness

At the awareness stage, the goal is to target your potential customer with compelling content. Through that content, you want to make the lead aware of your product or service offering.

It is generally more impactful to steer clear of product-, service-, brand-, or business-specific content. The lead isn’t yet looking to make a purchase. Overtly and aggressively pushing them to buy something will likely turn them off and send them away.

Instead, you want to inform and entertain them. At this point, webinars should focus on providing value-added content, not on proactive selling. For example, a webinar raising awareness about a specific ailment (e.g., Type 2 Diabetes) can segue to discussing treatment options (like glucose tracking) and ultimately serve as a platform for a product (such as blood sugar monitors).

Discovery

The goal of the discovery phase is to provide the potential customer with more information about a company’s product or service. With your content, you want to pressure the pain. What does that mean?

You want to clarify how the product or service can improve the lead’s life. What pain point will it fix? At this point, it’s critical to maintain the lead’s attention. It is like reeling in a fish — you need to keep them on the line until they are ready to conclude a purchase (the final stage in the funnel).

You want to make sure you are providing the lead with all the information they need about a service or product. Unanswered questions at this point can cause them to exit the sales funnel. For example, they may want to know essential details, like cost and delivery time. A how-to webinar guide can be helpful towards this end.

Evaluation

This stage aims to provide the consumer with additional winning arguments that will sway them towards making a favorable purchasing decision.

A positive way to do this is to incorporate new information from verifiable external sources of information. Instead of simply telling the lead about the product or service first-hand, you give them personal agency and the chance to verify the facts themselves using objective third parties. 

This is where you can dive into greater detail. A webinar featuring a round table discussion gathering objective insights from third-party medical experts can be helpful. In-depth case studies, customer stories, and free product demos are also viable options.

Engagement

The goal here is to get the lead to confirm their decision to make a purchase. This tends to be one of the most challenging points of the sales funnel, as consumers may waver and go back a step to the engagement phase or take two steps back to the discovery stage when they find a competitor.

You want to make sure your brand or business (and its product or service) stays at the forefront of the potential customer’s mind as they weigh the decisions. This requires eliminating any doubts associated with concluding a purchase and the process towards the next stage.

Interactive webinars are helpful to spur engagement. You can invite participants to submit questions via social media in a live stream, for example.

Commitment and Purchase

In this stage, the aim is to get the client to actively conclude the purchase – for example, by inputting their credit card details or completing an order form. They are then fully committed.

Although the lead is ready to purchase at this point, you still have to provide some reassurance that they are making the right choice. A webinar of customer testimonials is a great fit here. You might also include videos covering practical points like pricing guides or product comparison sheets.

Loyalty and Advocacy

In the past, some pros ended the sales funnel after the commitment and purchase stage. However, savvy marketers know that there is one more invaluable phase to consider: a loyal customer can become an informal brand ambassador as they promote and advocate for your products or services. There is even a new type of marketing built around this concept called advocacy marketing.

Webinars allow you to show your customers that you care about them even after they have made a purchase. Build user communities with ongoing educational webinars featuring product tutorials, the latest research, and upcoming innovations. A “frequently asked questions” webinar is another option.

We Help You Implement Digital Marketing in Healthcare

Trust Share Moving Media to help you create webinars for healthcare sales. We are a full-service media company dedicated to helping our clients expand their reach and improve engagement with their target audiences. Using quality crafted content informed by in-depth marketing expertise, we help you improve sales and boost the bottom line.

 Subscribe to our newsletter for more healthcare marketing e-guides. Contact us to collaborate.

CRM for Healthcare Vendors: How to Excel at Customer Relationship Management

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Whether you are in hospital distribution or medical sales, customer relationship management (CRM) is an essential strategy for any business in the healthcare supply chain. Building a customer base takes time, effort, planning, and effective execution. First, your company must educate prospects and attract them to your services. Then, you build engagement and develop customer loyalty through valuable messaging and superior service. This process is called CRM.

Consumer needs are constantly changing, especially in the healthcare industry. New research findings, government regulations, technological advancements, and new medications, all impact the decisions of healthcare consumers. For this reason, healthcare suppliers need a deep understanding of their prospects’ needs and concerns to effectively guide their campaign strategies and increase market share. This is why CRM for healthcare vendors is so important. 

Benefits of CRM for Healthcare Vendors

CRM is essential to your manufacturing business development strategy because it provides invaluable insights to guide your marketing campaigns and the way you approach your prospects. 

CRM allows you to:

  • Analyze opportunities: You can assess the market and prioritize your efforts.
  • Predict your audience: Based on behaviors, trends, and demographics, you can gauge which prospects are potential customers.
  • Engage your users: You’ll know how and when to reach both current and potential customers to maximize their engagement and build customer loyalty.
  • Prove your impact: CRM enables you to track your progress and share results with stakeholders.

CRM is critical in identifying your target audience, understanding what they want, and continuing to build a relationship with them in the future. CRM for healthcare vendors helps suppliers streamline their processes while nurturing leads, improving the quality of leads, and increasing conversion rates. All of these are essential to business success.

Where CRM benefits your organization the most is in aligning marketing and sales departments.

It does so by:

  • Improving communication: Managers can track the success of each department’s approach and maintain open dialogue through shared records.
  • Providing deeper insights: Shared results give both departments full access to lead contact information, including details like competitors, background, and brand interaction.
  • Bridging gaps with shared goals: Sales and marketing work side-by-side in defining lead generation and nurturing strategies. 
  • Streamlining efforts: Both departments can see where each prospect is in their user journey. This allows marketing to create more effective messaging and sales to approach interested parties with more focus.

CRM creates opportunities for teamwork that help marketing and sales departments work together to generate quality leads and sales growth.

5 Ways Healthcare Vendors Can Excel at CRM

CRM is an effective way for healthcare vendors to target, nurture, and retain potential customers efficiently. Here are five ways healthcare vendors can excel at CRM.

1. Identify Your Target Audience 

Healthcare suppliers can use CRM to pinpoint strong market opportunities and make educated decisions about where and how to allocate their marketing budget. Learn about your target audience by:

  • Analyzing yearly trends: Compare data year-over-year to determine a customer’s average financial value and predict their future value.
  • Assessing demographics: Look at quantitative and qualitative traits, from gender and age to professional background and user behavior. Identify patterns, healthcare needs, and general trends to develop a more in-depth understanding of your audience.
  • Finding opportunities by location: CRM helps to determine ideal populations by geography given demand, need, digital engagement, and risk. 

Once you have a better idea of who your target audience is, you can begin to develop campaigns tailored to meet their needs and increase the likelihood of converting them to customers.

2. Predict Highest Value Customers 

CRM provides predictive models to discover prospective customers most interested in getting your messages. This allows you to locate, contact, and engage them more easily, which maximizes your marketing approach. 

There are lots of CRM tools available, but you need to realize that not all systems are the same. Understand the predictive models provided by your program and gain an understanding of what they reveal about customers who could benefit from your services, how best to reach them, and how much revenue you can expect to make from each one.

3. Segment Your Audience 

Once you have a better understanding of your target audience, you will want to categorize them into meaningful segments to tailor content that resonates with their needs. Personalized messaging that provides value to an audience is more likely to engage them and entice them to convert to a customer. When you group them into segments, you’re able to further define their needs by identifying personas that shape your custom messages.

Personas can be anything from medical needs or financial value to purchase behavior or job title. They should be specific enough to differentiate distinct identifiers among your target base. To track your efforts and measure your results, audience segments should be distinguishable in your CRM database.

4. Understand the Customer Journey 

Enlist journey mapping to recognize opportunities throughout the customer journey where prospects can be encouraged to take action. When you have a deep understanding of the customer journey, you can develop effective messaging and track useful conversion metrics. Use your audience segmentation to strategize detailed customer points of entry, identify the conversions you’ll measure, and relate them to your marketing goals.

As you begin to gather campaign data, you can analyze the activity generated by each channel. This can help you see which touchpoints yield the most conversions. With this information, you can better see how the customer journey is impacting your overall ROI.

5. Assess Your Omnichannel Approach 

An omnichannel approach allows you to expand your reach through various platforms. However, it can be difficult to track results to see how well your campaigns are performing. CRM provides dashboard capabilities to help you assess results by individual channels or across all channels. 

This information lets you see which channels are performing well, and where there is room for improvement. You can track which pathways are driving conversions most effectively and set realistic goals to ensure you arere constantly improving your approach.

Trust the Experts to Help You with CRM

CRM plays a major role in the success of any healthcare business. Share Moving Media is a full-service content and media company that helps healthcare suppliers attract, reach, and retain prospective customers through effective marketing strategies. 

Contact us today to learn more about CRM for healthcare vendors.

6 Insurance Trends Everyone in Healthcare Should Know About

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The healthcare insurance industry is constantly evolving. From the landmark 1965 bill that established Medicaid and Medicare to the Affordable Care Act’s enaction in 2010, many landmark moments have helped shape the modern insurance field. Of course, some healthcare insurance trends are more subtle — but just as important to know about regardless, especially if you’re in the healthcare field.

6 Insurance Trends to Look Out for in 2021

The health insurance industry is evolving rapidly due to various factors, from the uptake of cutting-edge technologies to the impact of COVID-19. Here are some changes to keep an eye on in 2021.

1. Changing Demographics are Impacting the Need for Insurance

Overall, the consumer demand for health insurance is growing worldwide. There is a growing middle class in emerging markets (such as Argentina and Vietnam). This expanding consumer base means more people have the money needed to spend on expanded health insurance coverage.

In developed countries, demand is rising because populations are aging. For example, in the United States, the aging baby boomer population has caused the 65+ demographic to grow by one-third from 2010 to 2020. More people need longer – and often more expensive – care. This shift is expected to result in more private insurance spending and out-of-pocket spending,

2. Insurers are Ramping Up Digital Capabilities for More Virtual Care

The COVID-19 pandemic forced people around the world to stay home to minimize the risk of infection. As a result, telemedicine took off. Health insurers have taken note of this trend and acted accordingly, implementing more digital wellness initiatives. Companies are also presumably eager to minimize the detrimental health impacts of COVID-19 that might cost them money (e.g., a sedentary lifestyle, isolation).

For example, Optum, part of United Health Group, established a virtual community center to encourage elderly individuals to stay fit during the pandemic. The offering included mental health classes, nutrition tips, and free online exercise courses. Such digital capabilities will likely become part of the “new normal” – not a fleeting healthcare insurance trend but a lasting shift.

3. Tech Giants are Entering Insurance with a Focus on Improving Customer Care

Diversification of players is another critical healthcare insurance trend to monitor. Big tech companies, in particular, are shaking up the landscape. These power players are investing in health tech startups to boost their expertise, collaborating directly with insurers, and (of course) using their technological prowess to revolutionize the ways that health is handled.

For example, cloud-computing technologies combined with natural language processing can mine information from diverse health databases. This mass of data can then be analyzed using cognitive computing and AI, allowing for more accurate and detailed insights regarding health outcomes based on real-world evidence.

Tech companies are also bringing a more consumer-centered approach with them, causing marketplace disruptions. Google put an impressive $225 million of funding into Oscar Health, which offers direct-to-consumer health insurance. Another example: Apple and Anthem are collaborating to see how wearables like Apple Watch can enhance patient-driven asthma management.

4. Artificial Intelligence is Improving Claims Processing

As tech giants enter the healthcare industry, they are bringing their cutting-edge tools with them. Artificial intelligence is one example, with AI poised to transform claims management. AI systems can be used to automate early-stage processing of claims – for example, checking that all information in a claims request is provided and following up in case of missing details.

AI-based solutions can also be used to flag fraud or improve auto adjudication of claims. For instance, U.S.-based insurer Humana is working with tech giant Oracle to develop claimed real-time adjudication. This can save time, money, and manpower. It also benefits the end-user. By streamlining claims processing, insurers can help patients get the money they are due faster.

5. Data Interoperability is Allowing for Better Coordinated Care Delivery

The health insurance industry consistently deals with large amounts of sensitive patient data. Effective interoperability across disparate technological systems can allow for a more streamlined exchange of medical information, ensuring better, more efficient care delivery. Unfortunately, different healthcare IT systems often lack the common standards needed to share and interpret data seamlessly.

This is an issue that healthcare providers, insurers, and governments are working to fix. For example, the Global Digital Health Partnership brings together more than 30 stakeholders – from government agencies to the World Health Organization – to improve digital health implementation. Meanwhile, the U.S. Department of Health and Human Services has put in place technical standards regarding healthcare data exchange.

COVID-19 has put added pressure on this issue, as health experts worldwide seek to exchange valuable information regarding symptoms, mutations, vaccine reactions, and more.

6. Consumers are Seizing Control of Their Care, Changing Healthcare Value Chains

The COVID-19 pandemic saw many Americans lose their jobs. This also resulted in millions losing their health insurance because many Americans still rely on their employer to provide health insurance. Thanks to the ACA, healthcare consumers have more options to get the coverage they need. This is expected to impact enrollment numbers, although it’s too soon to see precise outcomes.

Further, the value chains in healthcare are evolving, giving consumers more control over their wellbeing. Individuals with chronic illnesses in particular stand to benefit. Today, a person with diabetes can use a wearable device linked to a mobile app to monitor blood glucose levels. Simplified monitoring makes it simpler to make smart diet and exercise choices and touch base quickly with physicians.

This makes it easier to avoid the types of dangerous complications that would typically end up costing health insurers money. This signals another significant shift — towards value-based care. A fee-for-service model may be the norm now, but this approach is hampered by hugely divergent costs (of drugs, procedures, and treatments). A value-based approach may be a future solution.

Keep Up with Evolving Healthcare Insurance Trends

Share Moving Media assists medical manufacturers in leveraging changing healthcare trends to maximize market share. A full-service media company, we can help you create marketing and content campaigns to keep up with the constantly evolving marketplace. From HIPAA hot topics to co-marketing strategies, we strive to give you helpful news you can use.

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