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The Future of PPE Market Trends Beyond 2022 and the What Will Make It Happen

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PPE (personalized protective equipment) is vital to the healthcare industry, and even more so since the emergence of COVID-19 in 2020. Since then, PPE has also become important in other industries that did not typically rely on these forms of PPE. In fact, the PPE market size expects a compound annual growth rate (CAGR) of 7.3% just from 2020 to 2028. 

Graph showing previous and expected market size growth from 2017 to 2028.

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As the pandemic continues, industries constantly learn new ways to adapt and grow in their new environment. And just as the industries, world, and technology change and advance, PPE marketing trends also evolve. 

When utilizing marketing strategies, it is critical to identify trends and optimize them as healthcare suppliers, integrated delivery networks (IDN), and group purchasing networks become more critical. 

Key Takeaways: 

  • The PPE market trend is expected to rise until at least 2028.
  • Companies use various methods to spread PPE information online.
  • PPE marketing also provides companies with advantages.

Creating Content: the Future of PPE Market Trends

Marketing has become more digitized, and staying virtually relevant is more important than ever. Content marketing is one strategy to consider utilizing to drive up sales and create product awareness. 

In an age of digital optimization, content marketing is a great way to stay on top of the healthcare industry and PPE market. 

What is Content Marketing?

Content marketing is a type of market that creates online materials that can help promote or encourage interest in a product, business, or activity. Content creation is a valuable marketing tool to engage with your target audience. 

Content companies utilize this market to promote PPE and provide, educate, and convey information to manufacturers and distributors.

Content Types to Utilize

There are various types of content, each with its own strengths and levels of effort to maintain. 

  • Blogs: Blogs are useful for engagement, building clientele trust, and boosting your brand’s relevance and reliability. Many PPE suppliers and safety trainers already have blogs to discuss new PPE clothes, masks, and scientific studies and developments.
  • Video Blogs: Video blogs are like regular blogs but visual. They have the same benefits as written blogs and the same advantages as other video marketing content. The CDC YouTube channel discusses various ways to protect yourself and your loved ones.
  • Podcasts: Podcasts focus more on the auditory, while video blogs are more visual. You’ll see that the American Hospital Association uses podcasts to discuss various topics, one of which discusses the HealthEquip app to ensure that hospitals have appropriate PPE and enough of it to stay safe.
  • White Papers: White papers can act as a report or guide helpful in summarizing and organizing key components and should not be discounted as marketing content. Reports and guides for using PPE and the protection it provides are essential to our daily lives. For example, Occupational Health and Safety released a white paper for the safety and risks of using fire-retardant fabrics as masks. 
Pyramid showing how often a type of marketing occurs vs. the effort to update and maintain it.

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Ad Campaigns: Another Vital Asset in PPE Marketing Trends

Advertisement campaigns are a form of promotional strategy distributed through paid media. Ad campaigns are great in that they often provide fast results and reach a wider audience than content marketing on its own. 

Ad campaigns are not great for building trust and loyalty. It is also not a great long-term strategy for engaging with customers. But the weaknesses of ad campaigns are made up through the strengths of content marketing, which is excellent for building clientele trust, loyal customers, and engaging with customers.

The Advantages of Successful Content Marketing

As you can see, many companies use these types of content to help people from all industries find the PPE they need and should use. However, these marketing strategies also have several advantages for the companies themselves, such as:

1. Helps with Brand Awareness

Brand awareness is how someone recognizes your brand or company over anyone else’s. By catching and growing your audience, you create engagements and increase your brand awareness. This leads to better retention rates, and this audience can then be converted to leads. Leads turn into sales. 

2. Draws Consumers in with Successful Storytelling

Storytelling answers the question of why consumers should care about your product. 

Storytelling can be achieved whether the content you utilize is a blog, video blog, or so on. For storytelling to be successful in your marketing attempts, you must successfully communicate your message while also connecting to your audience and humanizing your brand.

By understanding the value of storytelling, you will be able to create quality content that will engage consumers, whether you are selling healthcare products directly to hospitals or through distributors. However, quantity is just as important as quality. By frequently putting out new content, you build your visibility and engagement with your buyers. 

3. Earn Your Audience

Content marketing allows you to engage with your audience, allowing your audience to engage back with you. Buyers are not likely to believe brands about their product – after all, you’re trying to sell it to them, of course, you’re going to think it’s excellent – but they are likely to believe other users of the product. 

With content marketing, buyers can engage with you through reviews and endorsements, allowing potential buyers to determine others’ opinions on your business.

4. Allows You to Remain Virtually Relevant

Technology changes and more sales take place online. Marketing strategies that worked thirty, twenty, or even ten years ago will not work in today’s day and age. Content marketing allows you to stay on top of market trends and how consumers find and react to your business. 

Learn More About Content Marketing and PPE Market Trends with Share Moving Media

Content marketing and ad campaigns are excellent marketing tools, and it is important not to discount either when planning your marketing strategy. They make up for the weaknesses of the others, and when utilized together, ads and content can help maximize the visibility of your healthcare supply chain. 

Need more proof of the value and advantages of content marketing? Look no further than Share Moving Media. We are a content company dedicated to helping healthcare marketers boost their sales and develop optimized content through our own content marketing.

Contact us to learn more about content marketing and the benefits it can reap for your business!

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!