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Standing Out Among the Rest

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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.

Leadership and Marketing Strategy

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Reliable leadership within the marketing of med/surg products is a must have in today’s dynamic industry. Brands must have a marketing strategy they can count on to promote their brand, and implementing that takes strong, trustworthy teams.

In order to get noticed by supply chain executives and to set your brand apart, team members must practice and display leadership skills when conducting marketing efforts. Marketing leadership plays an important role in the strategy of attracting new and existing customers.

Leadership as defined by Harvard Business Review, is “the accomplishment of a goal through the direction of human assistants, a great leader is one who can do so day after day, and year after year, in a wide variety of circumstances.”

Leadership is a universal business skill and should be practiced not just by the C-Suite and managers, but by all employees within a company. Marketing teams especially can benefit from the critical leadership skills of taking initiative, compelling team action, strong communication, and task delegation.

  1. Taking Initiative

Taking initiative, including exhibiting autonomy, drive, and capitalizing on opportunities are essential leadership qualities for all employees within a business. Encouraging teams to take the initiative will keep each employee on top of current trends, and better ensure that they are best promoting your brand.

  1. Compel Team Action

Marketing teams must encourage and challenge each other to form new ideas, create new content, and continue improving campaigns. This allows marketing teams to stay up to date on industry trends, changes, and ways the business could improve to stand out from competition.

  1. Strong Communication

All team members should actively communicate with each other within the workplace. Clear and concise communication is a crucial skill for all team members whether they are cold calling, writing content marketing articles, brainstorming new ad tactics, etc.

  1. Task Delegation

Delegation, or transferring authority or responsibility to another team member, can result in better decision-making, autonomy, and increased teamwork and understanding. In the workplace, delegation allows smaller tasks to be completed more efficiently while allowing for increased focus on the overall marketing campaign.

Strong leadership is essential to a marketing team’s success, and individual leadership encourages more efficient work, increased focus on marketing campaigns, and the delegation of important tasks such as content marketing. If your brand could use assistance with the creation of marketing content that stands out in the medical distribution industry, contact John Pritchard with Share Moving Media at jpritchard@sharemovingmedia.com. SMM has over 30 years of experience working with brands to market their products to health care supply chain leaders.

The Value of a Trusted Industry Newsletter

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In today’s marketplace, the email Inbox has become a coveted place for marketers to try and pique the interest of supply chain leaders.

According to Templafy, 86% of professionals named email as their preferred means of business communication and email ranked as the third most influential source of information for B2B audiences – topped only by colleague recommendations and industry-specific influencers.

In the same blog, Templafy revealed that the average office worker receives around 121 emails  every workday. Indeed, to truly grab the attention of supply chain leaders, healthcare marketers will need to find a way to stand out.

One powerful digital marketing tool is a well-regarded newsletter. These are much more personalized – and informative – than a marketing email. Newsletters are useful tools to educate and inform readers, all while building an audience that will come to depend on the platform for news, insights and tips on how to do their job better.

However, newsletters need compelling content and repetition in order to gain the trust of healthcare supply chain leaders. It can take months, or even years, to build that kind of value for today’s readership. That’s why partnering with a trusted industry newsletter is a good strategy for brands looking to get in front of, and stay in front of, their targeted audience.

Share Moving Media’s flagship newsletter, the dail-eNews, is a real-time email newsletter for those involved in the business of healthcare. It has been delivered on a daily basis to over 20,000 decision-makers in GPOs, IDNs and the manufacturing and distribution segments of the healthcare industry for more than a decade. Each edition of the dail-eNews provides an opportunity for healthcare marketers to gain the attention of supply chain leaders via banner ads, announcements of new product launches, features, initiatives, and more.

Share Moving Media also produces several other newsletters including National Accounts Weekly, the Medical Device Council, and Supply Chain Hub. For more information on SMM’s digital publications and how to partner, visit sharemovingmedia.com.

How to Build Brand Trust

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Marketing has a major role to play in the rate of growth of companies within the healthcare industry.  Companies that create successful marketing campaigns have the potential to gain more brand exposure and increase their recognition from influential supply chain executives.

Brand trust within the supply chain industry is a large part of what makes a company stand out and excel at marketing. Brand trust is defined as the confidence and loyalty that customers have in a brand. Customers that have high brand trust believe that a company will deliver on promises conveyed in their marketing efforts. Content creation and marketing campaigns can be a great way to start introducing brand information and positive rhetoric about your company that increases consumer trust in your brand.

Read on for four tips to increase brand trust:

  1. Consistent Content Creation

Content that informs and persuades audiences is very influential in the healthcare industry, as it helps foster continuing brand trust. Highlighting a company’s products and services through content creation, blogs, podcasts, webinars, and other marketing efforts allows potential customers to gain positive exposure to a company. Consistent exposure to a brand’s marketing content also helps solidify a company as a knowledgeable leader in the medical supply chain industry.

  1. Speak to Industry Needs

A successful brand has a knowledge of industry trends, challenges, and solutions. Using their expertise, through marketing a brand can convey to customers that they are the most knowledgeable source to navigate industry challenges. Informative marketing content allows supply chain execs to be more aware of potential solutions to any challenges they may face within the industry that your brand can solve.

  1. Accessibility

Marketing content should be accessible to gain consumer’s trust — meaning that a brand should maintain regular interaction with customers through marketing efforts. This can be achieved through being available to customers, answering any questions, and frequently engaging in interactions with customers over social media, email, etc., according to Entrepreneur.

  1. Transparency

Brands that are honest and transparent with consumers have the potential to gain an industry-wide trust and following. Brands should be open and honest about their strengths, challenges, and outcomes to gain the trust of industry execs. Brands that are honest are oftentimes more likely to have a consistent consumer following than their competitors that omit important information in marketing.

Garnering widespread brand trust can improve marketing outcomes and potentially increase the rate of growth for brands in the medical supply chain industry. If your brand could benefit from assistance with the creation of a marketing campaign that fosters long-term brand trust within the industry, contact John Pritchard at jpritchard@sharemovingmedia.com. Schedule a time to meet today to learn about the steps your brand can take to successfully market and build brand trust within the supply chain industry.

Impact of Marketing Automation

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As a busy business in the medical supply chain industry, it can feel like you are being stretched thin when focusing on marketing at the same time as other sales and business responsibilities. Fortunately, in today’s increasingly technology-based marketing sphere, there are many ways to organize and automate the planning of marketing campaigns to make the process less daunting.

It is now more possible than ever, due to technological advancements, to integrate new automation systems into a company’s marketing strategy. Automation systems reduce time spent on marketing efforts and improve the outcomes of a business’ outreach techniques. Marketing automation refers to specific software platforms that can assist companies in digitizing and organizing marketing and sales engagement to better generate leads.

Another option that can alleviate the time burden of marketing is outsourcing content generation. Share Moving Media has extensive experience in marketing within the healthcare supply chain industry and can generate content for your business so you can focus more energy on sales tactics.

Both marketing automation and outsourcing can assist brands with achieving their sales goals, generating leads and sales, and optimizing return on marketing investment (ROI).

Read on for three benefits of marketing automation and outsourcing, and how to determine an option that is right for your business:

  1. Determine Business Needs

Outsourcing marketing can help your brand focus its efforts on sales in the medical distribution industry instead of keeping up with marketing content creation, which can be time consuming if executed properly. If your brand’s marketing needs have increased, a software or company that outsources content creation may be the right fit for your company.

  1. Evaluate the Ease to Your Business

How much time does your team currently spend on marketing efforts? How much of the company’s budget is going toward paying the marketing team? Could your company benefit from a cheaper, easier option? Both automation and outsourced content creation can reduce a company’s marketing costs and make it run smoother overall, letting you focus efforts on other business-related responsibilities.

  1. Explore Analytics and Reporting Options

Would your brand benefit from specialized data reporting that tracks the success of your marketing efforts? If so, your brand may benefit from tracking its data in more specialized software or help from an organization that specializes in creating marketing leads.

If your brand would benefit from marketing content that is tailored specifically to promote your brand and that stands out from competitors in the medical distribution industry, Share Moving Media can help. With over 30 years of experience in the medical supply chain industry, we can assist your brand in organizing its marketing goals and creating engaging content. Contact John Pritchard at jpritchard@sharemovingmedia.com to schedule a time to discuss your business’ goals and how together we can best represent those goals through content creation.