In my last blog, I talked about how to generate relevant content ideas. I also shared tips on how to define content types. So now that you have some great content planned, how do you share it with your audience?
Today, you have more channels than ever to use to distribute your content. Email, video, social media, and pay-per-click ads are all channels. Live events, webinars, microsites, and peer-to-peer knowledge sessions are channels used for delivering scientific information.
For busy healthcare professionals (HCPs) some channels work better than others. And some channels work better for content while others work well for sales rep communication.
The trick for content marketers is to use channels HCPs prefer without bombarding them with information.
Here are a few tips to keep engagement high and bombardment factor low.
Research your audience
Make sure to ask about channel preferences when doing audience research. Ask how they prefer to receive information. How do they find professional development resources? How do they research medical information?
Some HCPs prefer short videos they can watch on their smartphone. Others may want to read a case study or attend a Congress.
Pair that research with data
Research your current audience’s engagement trends. Which social media channels do they use? Which channels have the highest engagement? How have your emails performed? Your videos? Crunch the numbers and build from there.
Build your strategy
Once you have a good idea of how your HCPs consume content, you can build a strategy accordingly. Consider the following:
- Professional associations have their own newsletters, websites, and social channels. Would they publish an editorial from one of your subject matter experts? Would they give your new study a mention in their next newsletter? This cross over into PR, but it’s worth thinking about.
- Email remains a preferred communication channel for HCPs and other professionals alike. It’s tried and true. And that list is yours. When you push out content via social, you’re pushing it out to the masses. Your email list is yours. You’ve built it. You own it. It’s targeted to individuals who at least have a passing interest in your medical device. Make the most of it.
- Use social media as a place to not only distribute your content, but to engage with HCPs. Reply to comments. Ask questions. Show HCPs how you think. Build relationships engaging with other relevant posts. Consider doing the same via online forums but take note: this isn’t the place for a sales pitch! Offer helpful, objective information.
Here are some stats from On24 to think about as you develop your strategy:
- 77% of HCPs use digital channels primarily for learning and development.
- 70% prefer to receive information through webinars.
- HCP interactions with pharma sales reps were 133% higher when using digital channels vs. in person.
Measure and refine
Measure your results and revise your strategy as needed. Play around with different social media channels, test email subject lines, call to action buttons and so on. Pay attention to click-through and conversion rates.
Think omnichannel
Sales and marketing can work together to develop a big-picture strategy to optimize engagement. This swirl of information coming from all directions is called omnichannel marketing. Omnichannel aims for a consistent experience across “touchpoints.” This means your message, voice, and design are consistent across channels. They work interdependently. And they’re set up so it’s easy for users (HCPs) to bounce between channels. Omnichannel is data driven and tailored to HCP preferences.
Here’s an example of what it looks like:
Bottom Line
A solid MedTech content marketing strategy starts with creating high-quality content that addresses your audience’s questions and concerns. Once you’ve dialed in the message, it’s delivered via the format and channels your audience prefers.
When you’re ready, get in touch for help planning and executing your next MedTech campaign.
PS: How do you determine which channels to use for your content? Please share in the comments below. Other medtech marketers will appreciate you sharing your expertise!