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What Medical Suppliers Can Learn from Tesla, Apple, and Rolex

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Business growth in an uncertain economy can be difficult for medical suppliers. However, several companies found the secret to consistent growth.

Explore the ongoing success of Tesla, Apple, and Rolex and discover some business policies that medical manufacturers can adopt and promote through their healthcare content marketing to achieve similar growth in their field.

Key Takeaways:

  • Tesla, Apple, and Rolex all focus on providing superior customer support
  • Recycling options and supporting causes are ways to build a sustainable business that attracts more customers.
  • Keeping your customer at the center of your business to ensure all your practices are in their best interest

Tesla

Tesla was founded in 2003 and has the mission to “Accelerate the world’s transition to sustainable energy.” Here’s a look at three key pillars to its growth that helped it become an $875.84 billion company.

A Sustainable Business Model

Tesla contributes toward its sustainable business model by manufacturing electric vehicles with zero emissions. In addition, it also offers battery recycling so it can reduce its cars’ environmental impact.

What Medical Suppliers Can Learn

Sustainability is key to remaining relevant today, as 85% of investors look at ESG factors in their investments. In addition, 73% of consumers are willing to pay more for sustainable products.

Implementing more sustainable business practices in your manufacturing, distribution, and recycling of used medical supplies will make you a more competitive business and appear more positively to your buyers. You can use your content marketing to share how you are a sustainable healthcare business.

Stay Customer-Centric

Tesla keeps its customers at the heart of its business practices. For example, it offers direct sales and services instead of working through franchises. Working directly with customers increases the speed of its service and improves the buyer experience.

Part of its customer service strategy includes expert care and service. For example, they offer a mobile service support team to come to the buyer’s location to service the cars.

What Medical Suppliers Can Learn

Customer-centric brands are 60% more profitable than those without a customer-centric approach. A customer-first business invests in the buyer’s experience from the first touchpoint through the final sale. Some areas to invest in include:

  • Great customer service
  • Quality content marketing that solves customer pain points
  • Training for new medical equipment
  • Accessible service and repair options
What goes into a customer-centric business model for medical suppliers

Image from SuperOffice

Create Demand for Products

When Tesla first came up with the idea of an electric vehicle, there wasn’t a great demand for it. Instead, the manufacturers created demand through quality marketing.

In addition, they looked at barriers to adopting more electric vehicles, one of which was the lack of charging stations. As a result, they invested in more charging options to increase demand, so customers had fewer reasons not to purchase their cars.

What Medical Suppliers Can Learn

Introducing new products to your medical buyers often means you must also generate demand for the product. Tesla showed how quality marketing demonstrates the benefits of the new product and can remove any roadblocks by addressing pain points in your content marketing and services.

https://www.youtube.com/watch?v=JiYUwRJpVZA

Apple

Apple is a $2.48 trillion hardware, software, and technology company that built its brand around the user experience. Here are three of their pillars that make them stand out and remain in high demand.

Focus on User Experience

Its products’ slick and easy-to-use design created a positive user experience. In addition, it required minimal additional software or hardware add-ons as everything came neatly together, and add-ons mesh seamlessly with its current devices.

When users experience problems, there is a wide array of options for finding support, including its website, social media, apps, and physical stores, to ensure each user receives the help they need.

What Medical Suppliers Can Learn

Apple is another example of a business focusing on the user experience through expert and accessible support. Your medical buyers rely on your products to save lives. Having timely and convenient support is key to keeping your customers satisfied with your products.

Invest in Customer Privacy

Privacy in the digital age is growing more complex. However, Apple placed privacy as one of its core values and gives users control over most of their privacy settings. For example, they allow users to turn off phone tracking, which 62% of iPhone users chose to use.

What Medical Suppliers Can Learn

Healthcare data breaches are on the rise, increasing by over 50% over the last few years. Patients in the hospitals you supply want to know their data is secure. As more and more equipment and devices work on a centralized data collection system, prioritizing security and safety is essential when manufacturing and marketing medical equipment so your buyers can rest assured that their data is secure.

Build a Sustainable Company

Apple has plans to become carbon neutral by 2030. As a result, it is increasing its use of sustainable materials and business practices. In addition, it also offers more recycling options for its products so it can reuse materials instead of adding them to landfills.

Apple sustainability example

Image from Apple

What Medical Suppliers Can Learn

Adopting sustainable practices by recycling used medical supplies and equipment will reduce the amount of waste and improve your environmental impact.

Rolex

Rolex is a $7.9 billion luxury wristwatch brand from Switzerland. Here are three cornerstones of its business structure.

Prioritizes Quality

Rolex grew in popularity because of its strict adherence to quality manufacturing. It developed several tests and protocols to ensure all employees achieve the same standard. This is what makes its timepieces reliable and improves the lifespan of its watches.

What Medical Suppliers Can Learn

Investing in quality control and strict guidelines pays off through customer loyalty because your buyers will recognize you as a superior supplier. You can use your content marketing to show the processes your medical supplies undergo to support your claims of quality.

Has Exemplary Customer Service

Rolex backs its claims of quality with premium support options. One of its most notable services is its promise to repair all watches without expiration. You can even send in a watch from several decades ago, and it will service it.

What Medical Suppliers Can Learn

Medical distributors and manufacturers can generate the same level of trust with their customers by offering reliable customer service and repair options. In this way, your buyers can depend on you to come through and keep their medical equipment running.

Runs an Ethical Business

Rolex invests in the environment through its Rolex Awards. These awards recognize those in the community and worldwide who are positively impacting the environment. Its investments in pioneers and innovators have supported over 155 individuals making a difference in the world.

What Medical Suppliers Can Learn

Investing in a cause will improve your sales and impact the world. About 76% of customers prefer brands that have a strong purpose and support a mission to make the world a better place. This drive flows over to B2B buyers who want to help this move towards purpose-driven business practices.

Become a Leader among Medical Suppliers

Building a sustainable and customer-centric business will help you stand out from your competition and boost your revenue. Share Moving Media provides the insights you need to remain competitive in today’s medical market and market your sustainable and ethical business practices.

Contact us to learn about our products and solutions to help you stay relevant and competitive among medical suppliers.

3 Things Your Medical Manufacturing Ad Should Have

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Digital advertising is a booming industry as more people head online to find solutions to their various problems. So, it comes to no surprise that digital advertising in healthcare is continuing to grow at a steady rate. In fact, research has shown that healthcare companies’ global advertising expenditure has grown by 3.6% and reached approximately $36 billion.

For medical product manufacturers, transitioning to digital advertising is critical in 2020, especially with the current pandemic slowing down more traditional advertising methods, which include attending large in-person conventions and sending sales individuals directly to IDNs or physicians to speak about new or upgraded products. 

Sure, while current restrictions have made healthcare advertising difficult, for those who work in the healthcare advertising field, it is just another challenge in an ever-changing arena. 

Digital Advertising in Healthcare: What Sets It Apart from “Traditional” Advertising

While digital advertising in healthcare looks a lot like digital advertising in any other industry, it’s actually considered one of the most challenging areas of marketing. This is especially true for those in charge of medical manufacturing ads, as they are under strict supervision and must abide by various rules and regulations set by the state, various licensing boards, and even the FDA. 

So, while most ads are allowed a wide birth of creative freedoms, digital advertising in healthcare requires a little extra creativity. 

3 Things Every Medical Manufacturing Ad Should Have

While medical manufacturing ads need to adhere to various rules and regulations, that doesn’t mean they can’t make use of the most successful aspects of any digital advertisement, including the three aspects outlined below:

1. A Storytelling Aspect

The goal of any good advertisement is to get the consumer interested in your product or service. To do this, you can’t merely throw facts and data at them, even if your primary audience is a team of medical professionals. 

Storytelling is an essential element to any good medical manufacturing ad because it helps your audience put a face to the product you’re trying to sell them. For example, take the current COVID-19 pandemic. The topic of wearing a mask has been a hot one, and many brands are capitalizing on the “Wear a Mask” campaign. 

This campaign has allowed millions of individuals to express WHY they choose to wear a mask during this pandemic, and it quite literally puts faces to the campaign. These stories put all the facts and figures to shame because they are more relatable to consumers than anything else. It’s these stories that will help influence the public on the mask-wearing debate because mask-wearing is transformed into an act of humanity.

2. An Educational Aspect

Now, that’s not to say the facts and figures don’t matter, but they need to be sprinkled in appropriately. That same campaign also works to educate the masses about different topics, including:

  • COVID-19
  • Why masks can be beneficial in fighting the pandemic
  • Who the masks are really protecting and more

Many companies have taken their own twist on the “Wear a Mask” campaign and turned it into “ask why I wear a mask.” It not only helps to educate the public but helps include personal testimonials into the mix, which can play to a consumer’s emotional side as well.

This is the part of the ad that should include the facts and figures, and they should be coming from the mouths of those telling the story because it will have a more profound impact on the audience than say having Dr. Fauci talk about the data. 

3. An Emotional Aspect

Studies have shown that 95% of purchasing decisions are not only subconscious but an emotional process. That’s why so many individuals turn to testimonials before they make their purchasing decisions. They want to be able to convince themselves that the purchase is:

  • Worth spending the money on
  • Will benefit them in some way/solve some sort of problem

Medical manufacturers would be wise to make a note of this because those testimonials are where the real magic happens. With 70% of consumers stating that they trust reviews and recommendations from strangers and another 88% stating that reviews influence their online purchasing decisions, adding this emotional aspect to your medical manufacturing ad can prove extremely beneficial. 

Some key things to remember when including an emotional aspect to any ad include:

  • Make it authentic to your audience. Play to their needs.
  • Give value. Don’t simply list your features and “why they work.”
  • Show, don’t tell. The human brain processes images 60,000x faster than text.

Digital Advertising in Healthcare Doesn’t Stop Here

The goal of any good digital advertisement is to capture the audience’s attention and influence them into taking action. This is no different for the healthcare industry, which is why so many of the digital advertising best practices can work for medical manufacturers. 

Just remember, digital advertising in healthcare is only one step in the broader healthcare marketing strategy. So, when creating your medical manufacturing ads, keep the rest of your digital marketing strategy in mind.

Want to stay up to date on the latest healthcare marketing trends? Then make sure to subscribe to SMM’s Marketing Minute today!