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

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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!

6 Actionable Tips Every Healthcare Marketer Needs to Try Out Right Now

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Marketing is a must for any company that not only wants to keep its head above water but wants to thrive in any economy. 

But like the economy, marketing best practices don’t remain static. There is ebb and flow, depending on: 

  • The age of your target market
  • World events
  • The goals of your customers

To ensure you get the growth you want and avoid wasting time and money on ineffective marketing techniques, we’re sharing six tips in healthcare marketing. These tips will help you stay at the top of your customer’s minds and attract new ideal customers. 

6 Up-to-Date Tips in Healthcare Marketing

The advertising and marketing tactics of the 1950s and 1960s are not as effective in the 21st century. But even the tactics of the past few years can prove to be ineffective and make your company seem outdated, which is why it’s vital to stay up to date on the latest marketing trends.

Here are some of the best tips in healthcare marketing for 2021. 

1. Focus on Quality Rather Than Quantity 

Yes, posting often is helpful. It can move your content up the Google chain and help put your content in front of your audience more often on social media. 

However, if you post sub-par content just to post often, you risk your reputation. Potential customers might think that if healthcare suppliers are not willing to post quality content, why would they make quality physician office supplies, equipment, or PPE products?

Taking care to create quality blog posts, videos, and social media posts that are educational, informative, and appeal to your customer’s wants and needs can make your content stand out. 

2. Address the Changes/Advances in the Healthcare System 

Each year, we hear of incredible innovations like AI assisting (or completely performing) with certain medical procedures, as well as technology that helps doctors and their teams educate patients in-office. Or next-generation applications like Infervision, which utilizes AI to help radiologists/doctors diagnose lung conditions faster, including cancer and COVID-19. Downloads of apps like this are expected to reach nearly 300 billion by 2023. 

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Source: Cisco – Next-generation application downloads are expected to rise. Use this knowledge to improve your healthcare marketing efforts.

Your customers are interested in this technology. They know that utilizing it in their practices or hospitals can help them improve patient care and even see more patients each day. 

Blogs, videos, or social media posts about the advancements in healthcare can help you attract attention. Plus, you can impress your customers by providing useful, educational information about the technology they’re interested in, especially if it’s in easily digestible increments.

3. Utilize Videos

According to Hubspot.com, 97% of marketers state that video posts help them explain their products in a way that’s easier for their audience to understand. 

Another benefit of video is that many people are visual learners. Reading blogs is helpful but when they see videos, they’re more likely to retain the information. 

Video is also a fast way to show the benefits or superiority of your products.  

4. Incorporate Multi-Channel Marketing Initiatives

Your customers are omnichannel. They shop from their desktop computer, tablets, and phones. The more initiatives you can provide, the better. Options include: 

  • Contact forms
  • Your phone number prominently displayed
  • Text messaging
  • Chatbots

All these options help create a unique user experience and promote engagement. You appeal to people who love to do things the old-fashioned way (telephone calls), as well as those who love to reach out to their favorite brands on various social media platforms. 

5. Regularly Refer to Your Brand Pyramid

A brand pyramid answers questions about your brand and audience. The visual can be shared with your entire marketing team or organization to make sure everyone is on the same page. 

Referring to your pyramid regularly during your content strategy sessions can help: 

  • You come up with content ideas
  • Make sure your posts are on-brand

If your messaging is consistent, you’re more likely to build a loyal following – individuals and companies who are more likely to invest in your products. 

Your pyramid will include five levels: 

  • Functional benefits: What are your customer’s problems or pain points? Why would a potential customer be interested in your product? How does it help them? What kind of results can they expect?
  • Emotional benefits: How will your customer feel after using the product?
  • Brand/product persona: If your brand was a person, what values would be important to them? How can these core values be expressed in your marketing materials? 
  • Brand idea: This is why your customers care about your brand. It’s the DNA of your brand – what you stand for and what sets you apart from similar companies. 

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6. Manage Your Online Reputation 

It’s estimated nine out of 10 consumers check online reviews before making a purchase. If you don’t have a good online reputation, you can bet that you’re losing out on some sales. 

Thankfully, you can remedy this situation by managing your online reputation. One way to do this is to respond to comments on social media or review websites. If the feedback was negative, make sure to be gracious. Thank the person for their honest feedback. Show that you’re willing to discuss the matter further in private, either to offer them a refund or otherwise help them. 

You can also answer customer questions on social media platforms. Again, if you receive a negative comment, thank them for their feedback, apologize for any inconvenience, and try to work out a solution. Not only will this improve their opinion of you and build trust, but it will also impress others who are watching the conversation unfold. Customer service is incredibly important to your reputation and ultimately, to your bottom line.

How to Cut Through the Noise with the Latest Marketing Best Practices

Have you done a Google search lately? If so, you might’ve found it a bit disconcerting. For just about every search, it seems there are thousands (if not millions of options). You might feel even more discouraged knowing that a lot of people won’t take the time to scroll past the first page of results.

Keeping yourself and your marketing team up to date on the latest marketing practices can help improve your visibility. Implementing modern tips in healthcare marketing – like incorporating voice search or click-to-call options – can make you more attractive to your target audience, too.

It will take some time and effort to learn the latest best practices – but ultimately, it will be worth it!

Interested in boosting your visibility? Share Moving Media is a full-service media company that works with medical and healthcare suppliers. Contact us to receive your free visibility analysis and see how Share Media Media can take your marketing to the next level!

4 Things to Tell Trade Magazine Editors About Your Brand to Boost Your Healthcare Marketing

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The internet has changed the face of healthcare management. Now that people can do their own medical research online, they’re empowered to make more informed, proactive decisions about their healthcare. As a result, healthcare suppliers must work harder to set themselves apart from the competition.

From hospital distribution to medical sales, healthcare marketing is a must in gaining brand awareness, building a loyal following, and increasing revenue. Trade magazine marketing in healthcare can be a highly effective tool in a brand’s development strategy. You’re able to use a reputable source to target an audience who could be interested in your products or services. 

But trade magazine editors aren’t all-knowing. While they can do some basic research, they don’t know everything about every brand. You’ll have to supply them with the information they need to promote your services, attract your audience’s attention, and help you stand out from the competition. 

What Makes Trade Magazines an Effective Healthcare Marketing Tool?

People who want to gain industry insights into the latest trends and products rely on trade publications to keep them updated. These magazines are continually evolving to meet readers’ needs, sharing information that resonates based on the feedback members provide through trade forums and workshops.

Trade magazines can be an effective healthcare marketing tool because:

  • They have a long shelf life. Many people collect trade magazines and businesses leave them on lobby tables for future reading. By publishing information about your company in a trade publication, you not only reach people right away when the magazines are first distributed. You can reach even more people in your industry days, weeks, and even months later.
  • They introduce readers to companies and individuals who are leaders in healthcare. Through articles, ads, interviews, and research findings, trade magazines help companies build a relationship with a targeted audience. You can position yourself as an authority in your field, creating opportunities for customer loyalty and increased traffic to your pipeline.
  • They offer more than publications. They provide virtual networking opportunities, online forums, downloadable resources, and libraries of content. They’re an invaluable resource to industry professionals and can help boost brand awareness and drive sales.

What Should Trade Magazine Editors Know About Your Brand?

You’re not the only healthcare supplier trying to reach people through your industry trade publication. Lots of other companies will take out ads, provide interviews, and contribute content to the same magazine in which you want to appear. So why should prospects pay attention to you? 

Customers are always looking for a solution to a problem. Let your editor know what your brand can do that others can’t. Share information that makes your organization unique. Here are four things editors should know about your business to maximize this brand awareness opportunity. 

1. Your Story

Nothing is more uniquely you than your company’s story. How did your business get into this industry? What motivates you to be the best at what you do? When people better understand who you are as an organization, it gives them a chance to make a connection with you. Transparency builds trust, and people tend to do business with companies they trust. 

In addition to sharing information about your background, use this opportunity to highlight things about your business that are unusual in the industry. Tell about any state-of-the-art techniques you use. Discuss your values or mission statement. Promote your lower rates or faster shipping times. Whatever it is that you can do differently or better than others in your industry will give you a competitive advantage. 

2. Your Archetype 

Part of your individuality is your brand’s archetype, a recognizable way people can relate to your organization’s personality. Maybe you’re the visionary, the likable company next door, or the hero. Whatever it is, your archetype can help shape your brand’s story. It can stir emotions within your audience, help you to resonate with potential customers, and leave a lasting impression.

Archetypes make your brand more identifiable and memorable. They help set a level of expectation for what kind of experience prospects can anticipate from your brand. Archetypes help you stand out in a sea of competitors. They’re invaluable to building authentic connections with your audience that lead to loyal customers and increased sales.

3. Your Market Research 

Market research is another way to show how your company stands out from the competition and adds value to your industry. In healthcare, confidence is essential to sales. People want to know the products they’re buying are tested, trusted, safe, and effective. If your company has conducted medical research, share those findings. 

Not only does this position you as a knowledgeable resource in your field. It shows that your brand makes educated, informed decisions. You’re proactive about ensuring that your products meet quality standards, and you’re willing to educate others in your industry. All of this solidifies your position as a healthcare leader and useful resource that benefits your trade as a whole.

4. Reviews from Brand Ambassadors

The involvement of stakeholders can be highly influential when educating people about your brand. From group purchasing networks to physicians, people are undoubtedly satisfied with your products and services and willing to share their reviews of your business. These first-hand accounts and experiences are likely to impact the purchase decisions of others. 

Be sure to include reviews from brand ambassadors especially when they’re from a known individual or company. If someone is already trusted and respected in the industry and recommends your business, it lends authenticity to the review and credibility to your brand.

Tell Share Moving Media About Your Brand

Trade magazine editors want their publications to contain meaningful information that brings value to readers. By giving them important information about your brand, you help them craft useful articles that provide valuable resources to their readers while promoting your business. 

A full-service content company, Share Moving Media creates and distributes quality content like articles and publications for the healthcare industry. We know the right questions to ask to learn what makes your brand different from others and help you reach a wider audience and grow your business. 

To learn more about how to generate brand awareness through trade publications, contact us today.

Demand Marketing in Healthcare: What It Really Means

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Demand marketing in healthcare is an essential aspect of a successful business strategy to stand out from your competition and generate more traffic to your site.

Whether you’re in hospital purchasing or medical sales, today’s marketplace is more competitive than ever. Because consumers can now conduct their own research and find solutions to their problems online, people are more discerning and selective in their purchases. Demand marketing in healthcare helps engage your audience and channel more people through your sales funnel. This attracts prospects, drives traffic, and increases the likelihood of conversions.

Keep reading to learn what demand marketing in healthcare really means and how to use it to your advantage. 

Key Takeaways

  • Demand marketing in healthcare is the process of raising awareness and generating excitement about a brand and products that provide relevant solutions to healthcare suppliers.
  • Incentivize your audience to create interest and stand apart from the competition. 
  • Follow the five pillars of demand marketing to increase the likelihood of a successful marketing strategy.

What Exactly Is Demand Marketing?

Demand marketing uses your marketing efforts to create interest in and generate demand for your products. First, you must make buyers aware of your brand and the particular solutions you provide. Then, you must pique consumer interest and provide valid reasons why they should purchase your product. Finally, through positioning relevance, you persuade consumers to buy your goods and continue to build customer loyalty for future purchases.

Demand marketing uses a multi-channel approach that combines marketing education with the persuasion of sales. Demand marketing in healthcare can include:

  • Free trials: You build trust and potential lasting relationships by giving people a low-risk opportunity to try your products.
  • Incentives: Free apps or tools with an in-purchase option might convince someone to buy from your company and become a loyal customer.
  • Expert content: E-books and podcasts can be valuable tools that increase engagement and position you as a leader in your industry.
  • Email campaigns: Customers receive special offers or discounts via email that entice them to buy, and you obtain useful contact information for future campaigns.

Demand marketing focuses on building customer engagement while channeling people through your sales funnel. The following video explains how to create demand for your products and succeed in the marketplace:

5 Pillars of Demand Marketing

The healthcare supply chain is a $2.14 billion industry and growing. It’s essential to generate demand for your products to set yourself apart from the competition and gain the business of the medical distribution sector. You can achieve this by following the five pillars of demand marketing in healthcare.

1. Know Your Audience

For marketing to be successful, you have to deliver the right message to the right person at the right time. The only way to do this is to truly understand who your audience is, their needs, and their preferences. A basic understanding of their demographics like gender, age, and job can be a terrific starting point in realizing what information would resonate with them. Dive deeper by learning pain points, frustrations, and motivators to deliver messaging compelling them to buy.

Imagine your ideal customer and create a buyer persona to identify their needs and wants. Look at existing customers as well as hypothetical prospects. All of this information can help you build an effective strategy that enables you to deliver relevant content through the most impactful channels at the right time. This helps to boost conversion rates and increase sales for continued success.

Build a buyer persona to identify the needs and wants of your ideal customer.

Source: marketinginsidergroup.com

2. Engage Your Audience

Although delivering relevant content is a big part of a successful marketing strategy, you must engage with your audience to develop deeper relationships that last. This is important because existing customers are responsible for 65% of a business’s purchases. Audience engagement contributes to customer loyalty and helps spread the word about your brand. Engaged people are more likely to share your information with their contacts and become ambassadors for your brand. This helps broaden your reach and gains you more recognition.

Audience engagement also helps give you more insight into your customers’ needs and wants. People who interact with your brand are more likely to give candid feedback you can use to improve your products and processes. All of this works in your favor as you continue to delight customers and create demand for your products.

3. Give Added Value

One way to educate people about your brand and create interest in your products is to establish yourself as a thought leader and expert in your industry. Become the company people look to for reliable information and helpful tools and resources. Provide useful content that helps people make informed decisions about their purchases. Stand out from competitors by offering an added value. 

From e-books and webinars to whitepapers and research findings, the more value you can offer your customers, the more likely they’ll engage, convert, and return. Demand marketing in healthcare aims to generate interest in your company and your products, so anything you can do to create excitement will benefit you in the long run.

4. Integrate Marketing for a Consistent Message

Demand marketing typically uses several channels for the most impact. Whether you use social media, email campaigns, digital ads, or blog articles, everything you publish should deliver a consistent message. Make sure web content is SEO friendly to earn you higher SERPs for greater visibility. Share valuable information on your social network platforms to increase engagement and reach. Whatever you do, be sure to integrate your marketing efforts into a powerful campaign that excites your audience and spreads the word about your brand and your products.

An integrated marketing strategy ensures that you align all of your efforts for maximum impact.

Source: boscoanthony.com

Consider implementing marketing automation tools to help streamline your efforts, increase efficiency, and boost productivity. This can save you time while allowing you to reach your audience with impactful messaging that resonates and converts.

5. Track Data

It’s important to track data and measure your performance to determine your demand marketing campaign’s overall effectiveness and success. Data can reveal:

  • Whether people are sharing your content and commenting on your posts.
  • If people can find you on search engines.
  • Your site’s searchability on social media platforms.

Metrics can show engagement and click-through rates to help you realize whether your messages are striking a chord with your audience. Website traffic will show if your content generates interest and demand. Tracking data provides invaluable clues into what’s working well in your marketing efforts and what needs to be changed. All of this helps to ensure your demand marketing strategy is creating buzz, helping you reach your goals, and making the most of your advertising budget.

Develop an Effective Demand Marketing Strategy 

Share Moving Media is a full-service media and content company that provides resources to companies in the healthcare industry. Reach your group purchasing network with valuable content that resonates, generates demand and sets you apart from the competition. Contact us today to learn how we can help you create an effective demand marketing strategy.

How to Create an Online Medical Supplies Product Catalog

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The online medical supplies industry is increasing rapidly as more and more people continue making purchases electronically. From 2015 to 2020, the sector grew at an annualized rate of 17%. 

A medical supplies catalog is another marketing piece you can share with potential buyers to encourage them to purchase. A product catalog should include all the details a prospect needs to make an informed buying decision. Essential features include product descriptions, images, pricing, colors, customer reviews, and much more.

Throughout this article, we’ll explain why you should consider offering a catalog that includes the medical supplies you provide and how to create one from scratch.

Quick Takeaways:

  • The online medical supplies industry is growing rapidly as more and more people continue making purchases electronically.
  • Having an online product catalog allows you to look up technical information quickly, generate more sales, and keep inventory updated in real-time. It also helps enhance the user experience.
  • To design your new catalog, start by conducting research and identifying your supply system. Next, choose which elements you want to include, choose software, and design your catalog.

The Benefits of Having a Medical Supplies Catalog for Clients

Having a medical supplies catalog on hand is not only helpful for marketing and sales purposes. Yes, it’s an excellent piece of collateral for sales reps to use to communicate with customers. But it’s also beneficial for internal warehouse managers, operators, and partners. Everyone can refer to it as a manual or guide to making purchases, selling, taking inventory, performing demos, and sharing it as needed.

Here’s a rundown of several other benefits your business can experience by producing a detailed product catalog online.

  • Always have complex or technical information on hand.
  • Keep inventory updated in real-time.
  • Generate sales by having all product and service information readily available.
  • Share information quickly and easily online.
  • Generate sales from anywhere at any time.
  • Improve the user experience.
  • Promote your brand with a well-designed product catalog.
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How to Design an Online Medical Supplies Catalog in 9 Steps

So you’re ready to start selling medical supplies to your clients online. Here’s how to develop an online product catalog that stands out and converts.

1. Conduct Preliminary Research 

Before you begin, ensure you are updated with the licensing and regulations the FDA has set for medical device distributors.

2. Identify Your Supply System

Compile a list of your current vendors (or shortlist vendors if you’re setting up a new system). Factor in resources and manufacturing capacity for each vendor. That way, you can strategically work toward your sales goals.

3. Incorporate the Right Elements for Your Online Catalog

Before developing your catalog, choose the elements you want to include based on your business, goals, and resources. Here are several pieces to consider: 

  • Product names
  • Product descriptions
  • Certifications 
  • Customer reviews
  • Product dimensions
  • Product features
  • Product guarantees or warranties
  • High-quality images
  • Return policy
  • Safety information
  • Year and version of each product
  • Terms and conditions 
  • Front cover
  • Table of contents
  • Introduction 
  • Closing summary
  • Back cover
  • Calls to action 
  • Branding 

4. Choose the Right System or Template

After you’ve decided on the elements you want to include, you can choose a system and template that supports your plan. Look for a system that’s secure and powerful enough to support your catalog while giving your customers the best online experience you can muster.

You’ll also want to choose a tool that’s easy to navigate. While the back end of your catalog may be complex, the front end shouldn’t be. Many ecommerce product catalog tools exist. Choose the best one for your business needs and catalog complexity.

5. Choose an Automated Configuring Process 

Look for software that includes product configuration technology. That way, you can track items for planning and inventory automatically. Standard configurations include prices, part numbers, and a spec doc.

6. Professionally Design It and Add Branding

If you want people to associate your online catalog with your business instantly, incorporate branding elements. These should include your logo, brand fonts, colors, and graphics that reflect your company’s styles and personality.

Hire a professional designer to lay out the pages, incorporate branding, and create a cohesive design for best results. Pages should appear balanced, photography should be pristine, and the catalog as a whole should attract your target audience. Every page and element should work toward a common goal: to encourage users to buy.

7. Tell a Story and Build Trust

To make your catalog engaging for browsers, you can incorporate messages that resonate with readers and storytelling. This will help people get to know your brand and connect with prospects on a deeper level. You can include client stories, testimonials, and case studies that resonate with potential buyers.

8. Include Filter Functionality

Finding a specific item can be tricky and time-consuming if you have a massive catalog with hundreds or thousands of products. Giving people the option to locate a particular product or add a filter to narrow down results will enhance the user experience. You can do this by tagging and categorizing products.

9. Incorporate Key Conversion Components

Incorporating key conversion elements is crucial to getting more sales. Adding calls to action (CTAs) strategically, offering prices upfront, and making the buying process as simple as possible are all ways to increase conversions and move people through the sales funnel.

You can also aim to upsell and cross-sell by suggesting related products throughout your catalog. Offering alternatives to what a user is considering is another way to get people to continue shopping to find the best product to meet their needs.

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Ready to Enhance Your Online Marketing Results?

Share Moving Media is a premier publishing and content marketing company. We love partnering with manufacturers and distributors in the healthcare space. If you want to expand your market share, grow meaningful relationships with potential buyers, and improve your brand image, we want to help. We can also help you create an epic online medical supplies catalog that converts.

Reach out to get started!