In just over 60 years, Edwards Lifesciences has become a household name in the medical device industry. What started as one engineer’s vision – to help people with heart disease – has grown into a thriving company with thousands of employees across the globe.
How did they do it?
And more importantly: how do they keep doing it, despite all the rapid changes in healthcare today?
Doctors and nurses are busy people. Even before COVID-19, back when you could chase them down the hall or catch them in an elevator, it was hard to get their attention. Now that we’re all virtual the challenge is even bigger. But you can’t let that stop you. It’s time to get creative.
It’s never been harder to work in a hospital. So many processes and systems were reinvented in days or weeks. And many hospitals are facing major staffing shortages. Doctors and nurses are exhausted.
You already have great content in the form of approved product brochures, sales aids or presentation slides that are ready to be shared. Now is the time to take this content and render it for online consumption. We don’t mean a PDF of your brochure – nobody will read that. Instead, tell a visual story by making the content engaging and easy to digest.
In this new reality of limited personal contact, social media is our best friend. It keeps us connected and informed. And it’s where your customer’s eyeballs are looking. Help your brand and message stay relevant by being a part of the conversation. The key is to share content that is short, interesting and relevant in the value it brings. Consider the following:
Once the initial shock of the pandemic settles, leaders will be looking for ways to keep their teams engaged. This will be true for non-essential clinical personnel as well as industry representatives. What better way to keep your team sharp and motivated than to offer engaging ways to improve their skills or earn CME credits.
These are disruptive times, but great challenges have the power to bring us together. We are here to help. Contact us for more new and innovative approaches on brand growth in the age of a pandemic.
Picture this: There’s a nagging health condition that has been bothering you for years. Even if you don’t notice the symptoms all the time, you’ve absorbed more than enough information to understand the scope of the problem. You know the treatment options, the potential benefits to be gained by improving your health, and the dangers of continuing on your current path…
But nothing changes.
Maybe you’ll keep collecting more information about your health condition. Maybe you’ll keep telling yourself that you’ll take care of it soon. But the days and months go by, and you find yourself in the exact same place as before – or possibly even worse off.
If this sounds familiar, you might be experiencing “health inertia.” Health inertia is a common behavior pattern that can affect the entire scope of healthcare – everything from minor wellness and prevention tweaks to major operations and follow-up.
Even if you’ve worked in healthcare for all of five minutes, you’ve probably heard about the power of content marketing. This marketing style, which is enjoying tremendous success in other industries, has become a staple recommendation to better connect with healthcare-seekers.
While there is tremendous potential in content marketing, the challenge lies in the execution.
Making blanket recommendations is easy. Want to increase revenue? Some will tell you that social media is the way forward. Others swear by blogs, videos, or email newsletters.
Usually, we are limited to only our personal experiences with content marketing – or maybe a few anecdotes from our healthcare colleagues.
What’s happening with content marketing in the industry at large?
What’s working well for marketers, and what isn’t? Which tools have the highest ROI?
Let’s take a broader look.
Every day is an endless competition for your precious attention.
Thanks to smartphones and the Internet, it’s easier than ever for us to distract ourselves. Marketers in every niche are throwing big money at attracting as many eyeballs as they can. That explains why we see an average of over 600 marketing messages a day.
This puts healthcare marketers in a difficult spot. We can’t stop marketing and trust our audiences to find us on their own. On the other hand, we can’t bombard people with annoying, pushy messaging without putting them off completely.
Within this challenge lies an incredible opportunity: content marketing. Strategic content can help marketers strike the right balance. Instead of blowing through budgets and fighting for attention, you can earn it by creating positive experiences.