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Developing Brand Image through Social Media

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Exposure to brands surrounds consumers everywhere — in commercials while watching TV, radio advertisements while driving to work, and suggested posts while scrolling through social media.

Companies interested in marketing their product or service can take advantage of the wide variety of technology-based platforms available. Social media has become a popular marketing platform because of its high usership and accessibility. For a company looking to start advertising on social platforms, Instagram, Twitter, Facebook, and LinkedIn are a user-friendly and affordable place to start.

For businesses within the medical supply chain industry, the ideal social media platform to begin marketing efforts on is LinkedIn, a site designed specifically for the business community. LinkedIn is an employment-focused, professional platform on which businesses can publish and share content, promote products and services, recruit talent, and present new job opportunities.

To begin using LinkedIn as a marketing tool, a company must first create a company page on the platform that includes information including the company website, logo, relevant organization information, and contact info. Then, a company should focus on increasing its number of followers by promoting the page online and in other company advertisements. Increased followers encourage greater brand awareness and circulation. Once a page is established, a company can start posting relevant content including company information and brand advertisements.

So, how does a company leverage LinkedIn as a marketing tool?

  1. Promote the Company Page

To promote a company’s LinkedIn platform and leverage posted content as a marketing tool, a brand’s profile should be promoted in all company emails, newsletters, blog posts, etc. This will encourage customers to interact with a brand’s LinkedIn page and ultimately increase its circulation.

  1. Encourage Content Engagement

A brand should determine its target audience and create advertisements that its specific customer base will engage with. LinkedIn allows companies to learn more about their audience because it allows profile viewers to interact with, comment, like, and share posts with others.

  1. Publish Engaging Content

Companies should focus on posting unique, engaging, and creative content on LinkedIn that their audiences will want to read. Social content includes images, videos, presentations, company updates, etc., posted on social media to create an authentic and visual representation of the company.

By posting engaging and creative content on their LinkedIn accounts, brands can attract potential customers and increase company awareness. Share Moving Media is experienced with content creation for the medical supply chain industry and can help your brand produce individualized and effective marketing content that boosts your social media presence.

What are Content Conversion Rates and Why are They Important to Calculate?

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In today’s dynamic and competitive marketplace, business performance is important. A successful company knows how they have been performing and how their performance measures against other contenders in the medical supply chain industry.

To evaluate a business’ marketing performance, it is necessary to have a system in place to measure the success of advertising campaigns. Conversion rates are a percentage used in digital marketing to keep track of marketing campaigns, website traffic, and conversions.

Conversions can include any desired action that a brand’s audience takes. Conversions can be as simple as a click on a button on the company website to becoming a customer and making a purchase. For example, in the supply chain industry, a potential customer clicking on a video on a website about a medical device is an example of a conversion.

Tracking Conversion Rates

To calculate the conversion rate, take the number of conversions divided by the total number of visitors. If a website receives 100 visitors in a month and has 25 sales, the conversion rate would be 25 divided by 100, or 25%.

Conversion rate percentages allow a company to measure performance of digital marketing tactics within apps and on the internet. If a business can understand the percentage of users on their sites, they can evaluate if they need to come up with ideas for improvement, keep the website how it is, or make significant changes. Without a system of measuring conversion rates, a company would be completely in the dark about the performance of their marketing efforts.

Many factors impact conversion rates and cause them to increase or decrease. When making improvements, introducing new messaging, including search engine optimization (SEO) techniques, or including videos or images can increase conversion rates.

Conversion rates vary by industry, the value of a product or service, marketing source, and average sales length. When comparing data of other companies’ conversion rates, it is important to evaluate companies in the medical distribution industry as opposed to other industries.

Share Moving Media can assist with the process of creating personalized and effective marketing campaigns to allow your business to track conversion rates. SMM has over 30 years of experience helping companies in the medical manufacturing and sales industry create videos, written content, podcasts, webinars, blogs, and more which have the potential to boost business sales and increase conversion rates. Please contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet so that your business can plan a successful marketing campaign strategy.

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

Best-in-class examples of Niche Marketing from retailers, manufacturers, and service providers in the medical distribution industry.

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Today’s marketplace is saturated with numerous forms of advertising. For companies in the medical distribution industry, finding a niche within the busy marketing space has become challenging. How can your company stand out among other medical suppliers?

Niche marketing is the promotion of a product or service to a specialized segment of the market. With niche marketing, businesses target specific audiences to promote their brand. Niche marketing allows a business, such as a healthcare supply company, to understand the specific needs of the consumer and tailor their marketing strategy to meet those needs.

A brand can determine subsections of the market to target by considering demographic information, attitudes, values, geographic location, and more, of specific market groups. In the healthcare space, that could be hospitals, health systems, IDNs and GPOs.

Read on for examples of successful niche marketing campaigns from other sectors of the economy:

  1. Whole Foods

Whole Foods grocery stores target a niche market of affluent, conscious consumers who focus on health and well-being. Many Whole Foods products are organic and environmentally conscious, which targets a very specific audience that desires a high-quality and luxury grocery store experience.

  1. Casper

The online mattress brand Casper targets specific market segments through creative online media content that encourages customers to interact with the brand’s site. Content including blogs, social media posts, and an extensive website engage consumers with the goal of them making purchasing decisions.

  1. Square

Square is a payment system for small businesses, non-profit organizations, and independent companies that can be used by plugging the system into phones or tablets to process credit card transactions. The niche market of small business owners may not have the resources to pay high credit card fees and Square targets this small market segment with their unique technological solution. Share Moving Media can assist you with determining the marketing tactics that will set your brand apart. With over 30 years of experience in the healthcare and medical distribution industry, we can help you develop the content your brand needs to stand out.

Sponsored vs. Earned Media

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In the healthcare industry, marketing strategies that stand apart from competitors are integral to navigating today’s saturated marketplace. Content creation can have numerous positive impacts in Med/Surg sales. There are many forms media can take when consumed by customers, and it is paramount to know the differences so they can be utilized to benefit your company.

Consumers often respond well to omni channel marketing strategies.

Omni channel marketing is a brand’s presence across multiple channels. Online channels include websites, apps, social media, and email. Medical suppliers increase their exposure through creation of a consistent brand experience. Omni channel marketing a is customer-centric form of brand promotion, meaning customers can interact with a business on their own terms, resulting in a better overall experience.

Having multiple forms of content increases the likeliness that a customer will be exposed to your brand and make purchasing decisions.

Sponsored media

Sponsored media is exposure that a company pays for. This content can take any form and is considered paid media as long as there is a financial component to publishing it. It can include blogs, articles, infographics, videos, websites, webinars, social media posts, etc.

Sponsored media can be created by the brand themselves, but typically companies pay for content creation to be outsourced. Share Moving Media has extensive experience creating content for clients in the medical distribution industry. Our knowledge of medical distribution, medical manufacturing, ambulatory surgery centers, GPOs, RPCs, supply chain executives, IDNs and health systems in the United States allows for an understanding of the content that will gain your brand recognition such as through blogs, podcasts, and articles that stands out among competitors.

For instance, Repertoire Publisher Scott Adams interviewed NASCAR driver Will Rodgers on his Liver Health Foundation, whose collaboration with OraSure Technologies provided individuals with free HCV testing from CLIA-waived healthcare professionals using the rapid point-of-care OraQuick HCV Rapid Antibody Test. The interview was presented in a podcast, as well as a story in a print and online issue of Repertoire Magazine. The multiple formats gave the sponsor increased visibility among the med/surg audience.

This format was also used on the IDN supply chain side in an interview with Quidel’s Doug Bryant on respiratory season, both in a podcast and article in The Journal of Healthcare Contracting

Earned media

Earned Media is brand exposure from methods other than paid advertising. Earned media is usually seen in the form of mentions, shares, reposts, reviews, recommendations and content picked up by third party sites.

Great content in the form of press releases, articles, podcasts, blogs, and more is crucial to share online and in print so your brand can receive the value of earned media. Each weekday, Repertoire’s and JHC’s Daile News often include earned media via press releases and reposts of information critical to medical distribution stakeholders

Share Moving Media has been creating marketing content for the healthcare industry for over 30 years. With trusted publications such as The Journal of Healthcare Consulting and Repertoire, we can assist you with any marketing content creation needs you may have and ensure great content to boost your marketing strategy. For more information, visit www.sharemovingmedia.com.