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Top Influencers in Healthcare

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The healthcare industry has many facets, from health systems, to hospitals, outpatient centers, the medical supply chain, and more. Influencers can help customers navigate the industry, understand the products they are buying, and make purchasing decisions by experiencing someone using the product firsthand participating in medicine.

So, what is an influencer exactly, and who are the top names in social media influencing the healthcare industry?

An influencer is someone that has the power to impact a consumer’s purchasing decisions and they follow a distinct niche. According to Forbes, influencer marketing is certain individuals conveying marketing messages on behalf of corporations and brands.

Brands request the help of influencers to convey marketing messages and positive brand narratives, while the audience receives tailored, original, and individualized content about a brand.

Below are examples of some of the top influencers in healthcare:

  1. Jennifer Arnold, M.D. (@JenArnoldMD on X, formerly Twitter)

Dr. Jennifer Arnold is a mother, neonatologist, educator, cancer survivor, and medical news contributor for Katie Couric Media (KCM). She tweets about her experience as a mother, physician, and media contributor.

  1. Grace Vinton (@Grace Vinton on LinkedIn)

Grace Vinton is a Healthcare PR Professional, a patient advocate, and a podcast host in the Boston area. She aims to modernize the healthcare industry through giving innovators the platforms to share information about choice care, data, technology, science and research within healthcare.

  1. Matthew Holt (@Matthew Holt on LinkedIn)

Matthew Holt is the founder of The Health Care Blog (THCB) and throughout his career has spent 30 years in healthcare and healthcare IT as a forecaster and strategist. He has conducted ground-breaking studies on many aspects of healthcare and delivered keynote addresses all over the world.

  1. Sanjay Gupta, M.D. (@drsanjaygupta on Instagram)

Dr. Sanjay Gupta is a neurosurgeon, medical correspondent, and author. As a trusted voice for both patients and healthcare professionals, he posts health information, stories, and trends in the healthcare industry.

The world of marketing within the medical distribution industry is increasingly impacted by knowledgeable and impactful influencers. Trusted leaders in the industry can boost brand’s trustworthiness, gain a larger customer base, and encourage customers to further research a brand and potentially make purchasing decisions.

If your brand could benefit from content created by knowledgeable experts within the industry, Share Moving Media can help. SMM has extensive experience navigating marketing efforts in the supply chain industry, and can assist your brand in creating social media posts, podcasts, written content, and more that influences consumers and promotes your brand’s goals. For more information, contact John Pritchard at jpritchard@sharemovingmedia.com.

Virtual healthcare and the impact on the supply chain

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Health systems have begun to adopt virtual nursing to address workforce challenges, including OSF Healthcare (Illinois), MUSC Health (South Carolina), CommonSpirit (Chicago, IL), and more. With growing industry workforce shortages, more hospitals and health systems are implementing virtual healthcare programs to streamline workflows.

The pandemic has changed many aspects of the healthcare industry, and the healthcare supply chain has experienced the impacts too. Read on to learn how healthcare supply chain leaders can navigate virtual healthcare and be successful in the dynamic and ever-changing industry.

What is virtual nursing/healthcare?

Virtual nursing is delivering patient care and services from a remote location. The purpose is to supplement care and reduce the burden on bedside nurses. It is used in many healthcare systems such as acute care, home health, mental health, chronic care management, and more. These programs aim to reduce burnout and make workflows more efficient.

Organizations most often use videoconferencing technology for virtual healthcare, and physicians and nurses work together to monitor patients, document care, and respond to questions.

How does virtual nursing impact the supply chain industry?

COVID-19 undoubtedly impacted the healthcare and healthcare supply chain industry. Supply chain leaders have faced challenges due to the pandemic including a higher incidence of virtual healthcare, supply chain shortages, and disruptions.

What can supply chain industry leaders do to navigate health industry changes such as virtual nursing?

Adapting to the new reality, such as with virtual healthcare changes post-COVID, is critical for supply chain leaders to be successful. To address and overcome these challenges includes identifying alternate vendors to meet immediate short-term needs, collaborating with other distributors in the industry to understand current supply chain issues and trends, and learning how to transition into the new, highly virtual world of the current medical supply chain.

The challenges that have been presented in the healthcare industry post-pandemic can be navigated by healthcare supply chain leaders taking advantage of technological solutions. Share Moving Media has over 30 years of experience adapting to and navigating changes in the healthcare supply chain industry. If your business could benefit from the creation of online content such as blogs, podcasts, webinars, marketing material, and more to set your business apart in the online sphere, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet.

Trends in the Supply Chain Industry

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If you’ve been scrolling through social media and experienced multiple business’ ads integrated throughout your feed, you have experienced a marketing trend. Social media advertising has become popular for businesses throughout many industries. Marketing trends greatly impact advertising tactics and drive consumer behavior especially within the medical distribution industry.

A “trend” is defined as how industry changes or develops over time. The healthcare and medical supply chain industry experiences many phases of marketing trends, and leveraging them has the potential to impact the success of marketing campaigns. Changing a business’ marketing tactics to reflect current trends may be crucial to stay up-to-date and stand out in the dynamic world of marketing.

Many outside factors influence the industry in general and the medical supply chain industry’s success of certain marketing campaigns, such as the higher incidence of chronic disease, the COVID-19 pandemic, consumer demand changes, and more.

To advertise successfully, companies must be aware of these trends and develop marketing strategies with them in mind.

Read on for 3 marketing industry trends and how to leverage them for success in medical device marketing.

  1. Identify Popular Trends and Emulate Successful Campaigns

Research other companies’ marketing campaigns to evaluate what trends and tactics make other brands in the industry successful. Determine what tactics are similar across brands, and develop a strategy as to how you can fit your unique brand message into the trend.

  1. Build brand awareness

Identify your brand’s specific target audience and tailor all marketing and communication efforts toward that goal. This will allow your company to determine what works from a marketing perspective and allows leaders and marketing professionals to gain a better understanding of what is and isn’t popular with consumers.

  1. Know the industry

When leveraging marketing trends, it is necessary for a company’s leaders to be very familiar with the industry. It is important to understand the current state of the industry, its challenges, and the future direction of the industry. This will allow a business to create niche and informed marketing content.

Share Moving Media has worked within the medical distribution industry for over 30 years, and has a thorough understanding of the industry, its trends, and how to create informed marketing content that stands out. If your company could benefit from insight into successful marketing campaigns that work in the industry, or if you could benefit from the creation of blogs, podcasts, webinars, or other marketing content, contact Scott Adams at sadams@sharemovingmedia.com to schedule a time to meet.

Sources: 4 Ways to Leverage Marketing Trends for Viral Growth | Entrepreneur

Why Tracking Marketing ROI is Essential for Medical Suppliers

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Marketing has the potential to spread the word about a company and greatly increase awareness, profit, and trust in a brand when successful. In the medical supply chain industry, it is necessary to evaluate the performance and impact of marketing campaigns to ensure they are effective in promoting a business.

Marketing Return on Investment (MROI) is a way to measure how much return a company experiences from its marketing spending. ROI determines how marketing contributes to a company’s revenue growth.

It is often a good decision for medical suppliers to spend money on marketing, because if done right, it can increase profit and help a company improve its bottom line.

MROI is calculated through a straightforward equation, with incremental financial value gained as a result of the marketing investment minus the cost of the marketing investment over the cost of the marketing investment. Completing these calculations can be outsourced or calculated by a company’s in-person finance team.

So, what are the benefits of measuring marketing ROI?

  1. Deciding what to spend money on.

MROI is often calculated on each individual marketing campaign that is developed. The advantage of measuring the effectiveness of each campaign allows a business to understand which efforts have the highest return. By calculating MROI, decisions can also be made about what marketing efforts were most effective and what to spend budgets on going forward.

  1. Comparing marketing efficiency to competitors.

When a company measures its MROI, they can use the data to track and analyze their marketing statistics. The data collected can be compared against other medical supply chain businesses within the industry. The process of comparing data can assist a business with changing or creating new and improved forms of marketing that help a business to stand out.

  1. Justifying a business’ marketing spend.

Marketing is a significant expense for a business. Measuring MROI can exemplify that allocating resources to marketing efforts is impactful and contributes to higher profitability for a business. Measuring MROI can also justify making changes and reevaluating a brand’s marketing strategy.

Whether you’re trying to reach healthcare supply executives or medical distribution sales reps with your marketing efforts Share Moving Media can assist you with the process of developing content. With extensive experience in the medical manufacturing and sales industry, SMM can help your business create written content, podcasts, videos, webinars, and more that have the potential to boost your company’s Marketing ROI.  As you come up with your strategies around these two customer types we would love the opportunity to do a free one hour brainstorming session with you on best practices we’ve seen over the past 30 years in the business.  Please contact Scott Adams at sadams@sharemovingmedia.com to set up this free session.

Sources: Marketing ROI: Definition and How to Measure It | Marketing Evolution

How to Emulate the Marketing Strategy of 3 Successful Brands

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Brand recognition is a strategic marketing tool that has the power to establish consumer trust. Successful advertising is memorable and impactful and encourages customers to make purchasing decisions and future associations with a brand.

There are a diverse range of marketing strategies that companies utilize, including campaigns that are entertaining, emotional, captivating, and touching. A brand’s vision is often communicated through these types of ardent and memorable ad campaigns.

For businesses in the medical manufacturing industry, the most successful campaigns have the potential to resonate with consumers and increase overall brand awareness.

The following are examples of three successful marketing campaigns to emulate:

  1. Nike

A well-known and highly successful marketing campaign is Nike’s “Just Do It” campaign. The campaign was launched in the 1980s, and featured athletes sharing accomplishments and encouraging its viewers to also participate.

The tagline continues to represent the brand today and has inspired many to take a leap and make courageous changes within their own lives. The success of the Nike campaign is a result of the emotional connection that the brand develops with the consumer through the ad. The slogan inspires motivation and healthy living that creates a positive customer association with the brand.

  1. Coca-Cola

The international “Share a Coke” campaign, first launched in Australia in 2011, encouraged customers to come together and share a Coca-Cola. It grew into an international and well-known campaign and was introduced to the U.S. in 2016.

Customers were able to choose beverage cans with the label “Share a Coke with…,” and the sentence was completed with customers being able to choose a can with their own name personalized on it. This marketing campaign created a personal connection between customers and the brand that increased brand awareness and trust for Coca-Cola company.

  1. Patagonia

Patagonia’s mission of protecting the planet resonates with customers because of the brand’s strong commitment to its mission. The brand’s marketing content clearly portrays a commitment to environmental sustainability through nature-related user-generated content, corporate sustainability goals and metrics, and a clear commitment to communicating the company’s mission.

Patagonia’s marketing tactics are successful because customers align with the brand’s mission and values, which makes the brand feel relatable and accessible. Consumers who feel personally connected to a brand because of its core values are more likely to make purchasing decisions.

Share Moving Media has published the medical industry magazines Repertoire and The Journal of Healthcare Contracting for over 30 years, and are experienced with assisting brands with content creation for a strong and reputable marketing campaign that will set your company up for marketing success.

Sources:

The Winning Coca-Cola Formula for a Successful Campaign | Blog Wrike

https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign
https://www.patagonia.com/activism/