Share Moving Media

Standing Out Among the Rest

By

Consumers are constantly surrounded by media and advertising influences. As a result, navigating marketing efforts as a healthcare company can be daunting. So, how can brands create unique, consumer-focused marketing campaigns? And what exactly makes a brand stand out from its competitors?

Mayo Clinic Health System may provide a blueprint. Mayo is a brand proven to be very successful at healthcare marketing, and was recently nominated as an Academic Medical Centre (AMC) brand for the second year running by Brand Finance, the world’s leading independent brand valuation consultancy, in its second annual AMC Global Brand Ranking.

44% of healthcare professionals note Mayo Clinic’s leadership in integrating technologies such as robotics, digital imaging, and AI into its healthcare services, a key driver of the company’s reputation and brand strength, according to the AMC Global Brand Ranking. The Global Brand Ranking also recognized that Mayo Clinic’s brand overall is getting stronger, with a Brand Strength Index (BSI) score increase of 1.2 points to 86.9/100.

So, what makes Mayo Clinic so successful at marketing? And how can your brand emulate their strategies and tactics to succeed?

Highlight successes

A large aspect of Mayo Clinic’s brand building success has to do with its transformative research and technological innovation in the field of medicine. Those aspects of the company serve to intrigue consumers, and in turn, drive the company’s overall brand reputation, according to Brand Finance.

As a brand navigating advertising in the supply chain industry, you should highlight any technological assets or groundbreaking research that your company has been involved in within advertising campaigns. Customers nowadays are looking for brands that are trustworthy, groundbreaking, and future oriented. Focusing on how your brand aligns with these topics in advertising campaigns will help your brand to stand out.

Brand awareness

U.S.-based brands claimed seven out of the top ten spots due to widespread recognition, according to the AMC Global Brand Ranking.

Brand awareness is critical to a company’s ability to gain customers and to sell. Widespread recognition is when a brand name is broadly recognized, and companies should strive to increase their own recognition through its marketing efforts.

Companies can learn from others’ successes when planning a marketing strategy. If your  company in the supply chain industry could use assistance creating content that both stands out and increases awareness, contact John Pritchard at jpritchard@sharemovingmedia.com to set up a time to brainstorm your company’s marketing success strategy.

How commercial healthcare providers are helping change the healthcare marketing industry

By

With increased consumerism in healthcare, these new participants are changing how healthcare organizations market themselves 

The healthcare industry is witnessing a continued push towards consumerism. Stakeholders are turning to retail, tech and other sectors for innovation to help solve familiar healthcare problems. Enter commercial healthcare providers (CHPs). They can be defined as retail, payor, senior and tech-based providers changing the landscape of consumer healthcare as people seek convenience and quality in their healthcare experience.

In recent years, retailers have delivered products in a more convenient way, changing consumer behavior. An omnichannel approach has blurred the lines. Consumers can easily research a product and maybe even test it before purchasing it. As this approach has become more comfortable for consumers, they are pursuing it in other areas like healthcare.

Some familiar names in retail like Walmart, Walgreens, CVS and Amazon can be considered retail-based commercial healthcare providers today. Those and other retail-based commercial healthcare providers are acquiring and investing in tech-based startups and senior-focused providers in response to the shift in dynamics – both consumer-centric preferences and an aging population.

Payors like UnitedHealth Group and its Optum division are considered payor-based commercial healthcare providers. They are also investing in tech-based startups and senior-focused providers. Redefining the space is a change to fee-for-value reimbursement models, physician shortages, consumerism and digital disruption.

But how are commercial healthcare providers successfully marketing themselves and their services to the changing landscape? And what can other healthcare stakeholders learn from their entries into the marketplace?

Organizations must constantly expand their footprint in today’s healthcare environment. But there are plenty of barriers to growth like increased consumer expectations of healthcare, greater patient exposure to price, and expanding choices for healthcare consumers. Consumer interest must be stimulated to remain competitive in this healthcare marketplace.

Optum says that to drive sustainable growth, healthcare leaders need to better understand the consumers and patients they currently serve. Every healthcare leader should ask these four data-centric marketing questions:

  1. What customers do we need to reach in order to be successful?
  2. What do we know about our current customers?
  3. How do we ensure our current customers continue to choose us?
  4. How do we attract more of the right customers?

There is more consumer data, patient data and real-time marketing data to generate strategic and actionable insights than ever before. Healthcare organizations must act more like consumer-driven brands in today’s consumer-centric marketplace. Deploying precision marketing makes marketing more effective and more cost-efficient.

Optum helped AdventHealth develop a six-month marketing campaign that led 134,000 patients to the Central Florida health system, instead of its competitor. They discussed it during a healthcare marketing webinar.

They supervised a precision marketing campaign designed to speak directly to the people likely to use their services. But AdventHealth needed digital tools and help from marketing partners to achieve their results. Optum mined digital data to prioritize 850,000 people, dividing them into 11 specific cohorts. Some included young singles without a primary care physician, married couples with kids, very sick people with more than two or three diseases requiring complex care, and people of all ages suffering from unexplained stomach and abdominal pains.

Unique messaging was designed for each group, considering clinical needs, gender, language and culture. People received the messaging through their preferred media channels at the times they were likely to see it.

It led 134,000 patients to AdventHealth rather than the competitor’s emergency departments and the investment yielded a $474 return for every marketing dollar spent, according to AdventHealth.

A focused approach to marketing by reaching out directly to likely customers and engaging them through personalized messaging can provide better results with less wasted effort.

Share Moving Media is experienced with the creation of marketing campaigns that increase SEO searches for companies within the medical distribution industry. We can assist your brand in creating content that is simple, shareable, and that appeals to emotion to effectively promote your company. Visit www.sharemovingmedia.com to learn more.

One CHP understands digital tactics driving consumerism, strengths of diverse patient communities

By

UnitedHealth Group created the Optum brand in 2011 by merging its existing pharmacy and care delivery services into a single brand, comprising of OptumHealth, OptumInsight and OptumRx. The commercial healthcare provider (CHP) has business interests in technology and related services, pharmacy care services and various direct healthcare services. In 2019, Optum’s revenues surpassed $100 billion.

Focusing on data and analytics, pharmacy care services, population health, healthcare delivery and healthcare operations, Optum serves employers, government agencies, health plans, life science companies, care providers and individuals and families.

How did it grow its brand awareness among its target audience of health system buyers and bellwethers? Its content marketing through different distribution channels including digital, print and other media helped promote its partnerships with healthcare stakeholders.

Benjamin Meents, senior vice president of corporate marketing, brand and events at Optum, has said that the CHP’s content strategy, messaging and story was grounded around celebrating the accomplishments achieved through working with those working in the healthcare space and tackling the biggest challenges in healthcare with their partners.

The intersection of technology, data and analytics with the humanness of the healthcare sector provides a unique opportunity for those in healthcare marketing to share the impact of their organizations. Making an emotional connection with prospective patients and their families can inspire them to stay healthy for themselves and those around them.

A brand awareness campaign in healthcare must be flexible and adaptable to the diverse communities that the healthcare community serves. Optum strives to portray the real, lived experiences of patients and understand that strength comes in many forms. Highlighting patients’ exceptional stories is one of Optum’s own strengths through its omnichannel marketing approach. 

Optum also understands the need for digital marketing in healthcare and what’s driving it. Consumers want instant gratification with access to information anytime, anywhere, online and on-the-go. They want innovation that integrates the disparate data from all their devices into a single view. They also want personalization and expect their needs to be known and their communication preferences to be targeted. And they want simplification in all their interactions, which must be quick and easy.

According to an Optum whitepaper, digital tactics today that support healthcare consumerism include:

  • Online health insurance shopping.
  • Doctor email patients within secure applications.
  • Pharmacy calls with prescription refill reminders.
  • Consumer receives push message on smartphone, e.g., fitness challenge ranking.
  • Health insurers provide free wearable for completing preventive screening.

And digital tactics in the future include:

  • Request medication from smartwatch.
  • Get a real-time text alert when blood pressure is too high.
  • Receive one simple bill for care.
  • Build their own health plan, based on their personalized needs, on their insurer’s website.
  • Have a single dashboard with all their health information.
  • Receive personalized messages based on their data to drive better decision-making and better health.

Healthcare organizations must meet consumers where they are online. Optum says the most commonly researched topics are specific diseases or conditions, treatment options, doctors or other health professionals, and healthcare coverage in general, and that digital marketing is a critical enabler.

How can your business leverage marketing to generate revenue and attention for your brand? At Share Moving Media we help best in class manufacturers build relationships with industry stakeholders. Please contact us at sadams@sharemovingmedia.com to learn how we can help you gain market share.

How to Create Shareable Content

By

Social media marketing is all about creating shareable content – those viral posts are veritable gold in the hills for social media marketers, and it’s not always easy to find that gold. The goal of using your social media to connect with your audience is to leverage the power of each platform to get your followers to engage with your posts. When your followers are sharing the content you create, knowledge of your brand will organically, naturally grow its online presence. It’s a big job, but it’s critical to succeeding in a digital world.

Finding the right ingredients for content that is inherently shareable can be elusive and challenging for organizations who are trying to engage with their audience through strategically engineered content. Strategy is the key word here – when you are intentionally creating content with the audience in mind, this becomes much easier to do well.

Here are three key ideas to keep in mind when you are creating shareable content.

It needs to be relevant

With all of the background noise in the world right now, there’s never been a better time to strive for relevancy. Our attention is constantly getting pulled in a dozen different directions, so when we find something that is relevant to our experience or circumstances, it resonates much more. This is especially in regard to creating shareable content. When your audience sees something that is relevant to them, they are much more likely to share it with their own colleagues and peers, effectively getting more eyers on it.

Shareable content has to be relevant. It has to have some sort of deeper meaning or be timely to the person who is engaging with the content. Without relevance, why will it matter to your audience? If you aren’t sure what’s relevant to your audience, do a poll to see what kind of content they would be interested in seeing. Approach your content and social media strategy as sharing news related to your organization and your industry with your audience.

It needs to get an emotional response

The quest for meaning and value is a huge component of the human experience – part of what makes viral content so powerful is the emotional response it elicits from the people engaging with it. If you want your content to have any resonance with your audience, it’s important to craft it with what your audience cares about.

Stories are the most powerful tool for eliciting an emotional response. When you tell stories that speak to the emotional triggers of your audience, you can better create content that will drive results for your organization. Whether you are using a personal story, a customer testimonial, or even a case study, leveraging a narrative into your content will help to connect to your audience on an emotional level.

It needs to be valuable

The need for valuable content cannot be overstated – if it’s not creating value for the end-user, why would they bother to spend time consuming the content? If you’re looking to create shareable content, anything that’s overly promotional or an advertisement will likely not be shared by your audience. Instead, lean more towards educational content like blogs, infographics, and white papers that are designed to provide relevant information to your audience.

Consider the “80-20 Rule”: 80% of the content that you post on social media should be educational and value-based, while 20% should directly promote and advertise your organization. The reality is that you’ll never connect to your audience by only sharing ads. If you limit the amount of promotional content that your audience sees, they may be more willing to act when they do see one.

Creating shareable content can be a powerful way to increase customer engagement and brand awareness. Share Moving Media has over 30 years of experience adapting business’ marketing campaigns to succeed 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 medical supply industry, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet.

5 Ways You Can Use Webinars in Healthcare to Achieve Marketing Goals

By

It took a pandemic to show us just how valuable the internet can be for maintaining business productivity. Quarantines, stay-at-home mandates, and school closures are the reason 71% of American workers are currently working from home. All of these people rely on the internet to remain connected to their business associates and clients. From online meetings to virtual workshops, the internet has been essential nowadays in propelling businesses forward.

The healthcare industry is no exception. In particular, webinars in healthcare have been an effective tool in helping healthcare suppliers achieve their marketing goals. These video workshops allow people to tune in from all over the world and attend educational seminars about the latest in industry trends and products. 

They’re an efficient and engaging way to distribute important information to a large audience with minimal effort. Their numerous benefits make them a powerful communication tool and should be considered in any healthcare business’s digital marketing strategy. 

5 Ways Webinars Help Reach Marketing Goals

Regardless of product, service, or niche, all healthcare suppliers have one thing in common: they all have marketing goals to drive sales. From medical sales to hospital distribution, healthcare suppliers industry-wide can benefit from the use of webinars. Here are five ways you can use webinars to achieve your healthcare marketing goals.

1. Reach a Wider Audience 

With webinars, there are no geographic constraints. Since people don’t have to travel to attend, they can tune in from anywhere in the world. Many webinar services allow you to record the session and post a link to the webinar after it’s gone live. You don’t have to worry about time zones as people can watch when it’s convenient for them. By eliminating borders, webinars enable you to reach a global audience you otherwise may have missed. 

Also, because attendees aren’t traveling to a destination to attend in person, they don’t have to take time away from work to participate in the seminar. They can simply close their door and watch from their desk during lunch hour. This appeals to people who may not have gotten approval to leave the office or are otherwise too busy to attend a workshop in person. Webinars help broaden your reach to a much larger target audience.

2: Give Credibility to Your Brand 

Webinars are highly cost effective since there are no venue or travel expenses involved. For this reason, you’re able to bring in high-quality keynote speakers who are experts in their field. Since they can host the event remotely, they’re often much more affordable for webinars. When you can bring in top talent to address your audience, you give credibility to your brand. 

Experts can provide quality insights that answer your audience’s questions, allowing you to serve as a resource for your prospects. When you deliver this kind of value, you position yourself as an authority in your field. This helps build trust among your followers and drive brand loyalty.

3. Increase Content for SEO 

A big marketing goal for healthcare suppliers is increasing conversion rates through SEO. The key to maximize SEO is content. The more quality content you have on your website, the more material search engines have to scan and index for ranking purposes. This increases your chances of landing a high search engine ranking, which increases your brand awareness and drives traffic to your site.

Webinars are a great way to generate content for SEO. You can turn previous material into an interactive webinar that keeps people on your site longer and entices them to engage more with your brand. You can also take a webinar you’ve already hosted and convert it into a blog post, an article, or an email. You don’t have to reinvent the wheel. By simply repurposing your own material, you can create a positive experience for your audience and develop valuable content that boosts rankings and conversions.

4. Achieve Best Lead Generation

While webinars are typically free to attend, they do require registration that, at the very least, includes an email address. This is essential for you because it means you’re gaining contact information from people who are showing an interest in your business. This opens the door for easy marketing communications since you know they’re looking to you for meaningful information. 

New prospects may be drawn to your business because of your webinar subject. Sales qualified leads who are ready to buy may be registering to compare your product to your competitor’s. Either way, webinars are invaluable for meeting your customers at any point in their sales journey and navigating them through the sales funnel.

5. Educate Current Customers 

Webinars are extremely versatile and provide numerous ways to educate your customers. Workshops can be informative with experts explaining the latest in healthcare regulations. They can be product demonstrations, showing real-time use and highlighting key features that may not make sense in a still photo. Your company could host a Q&A forum, allowing customers to ask company leaders questions about your business. 

Webinars allow you to meet the specific needs of your audience and educate them on your business, your products, and how you fit into the healthcare marketplace. This is important because people like to make informed purchase decisions, especially in the healthcare industry where customer goals are to provide dependable, proven, and safe products to their end users. Webinars can answer their questions, build their confidence, and make them comfortable buying from you.

Share Moving Media Includes Webinars in Your Marketing Strategy 

The majority of people are currently relying on the internet as a way to remain connected for business productivity. Today, webinars are an especially important element of digital marketing strategy. Share Moving Media is a full-service content and media company that develops videos, graphics, articles, and webinars for the healthcare industry. We pride ourselves on providing our customers with the tools they need to boost mindshare, profitability, and market share.

If you’re ready to grow your business and deliver valuable content through quality webinars, contact us today!