Category

Content Marketing

Creative Healthcare Marketing Solutions IRL: The Following is a True Story

By | Blog, Content Marketing, Curant Health, Healthcare, Industry

Our client Curant Health told us a moving story about how their team went above and beyond for a patient in distress. They wanted to “do a quick video” highlighting the event and their partner organization Virginia Premier, a managed care organization and wholly owned subsidiary of Virginia Commonwealth University Health System.

Dispatching a crew and hiring a videographer was unlikely to accomplish the desired result in terms of time and budget.

“Write2Market conceptualized, scripted, developed, polished and delivered this montage video with incredible speed within our existing content budget,” says Curant Health Marketing Manager Culver Lyons. “Our team here at Curant Health and our partners at Virginia Premier absolutely love it.”

 

At Write2Market, we strive to maintain enough flexibility to act on valuable story opportunities when they present themselves and generate creative healthcare marketing solutions for our clients. As needed, we identify effective tools for the job, build proficiency, tell the story and deliver results.

Looking for a PR firm to share your healthcare story?

Do you have health care stories that need to be told and shared? Do you need industry-leading B2B healthcare marketing and public relations? Contact Write2Market Vice President of Healthcare Paul Snyder.

The Summer Brings New Recognition, New Marketing Tactics & New Hires for W2M Clients

By | Blog, Content Marketing, Content Marketing, Industry Leadership, Public Relations

We have been hard at work with our clients this summer, from expanding their brand awareness to expanding their team. Our clients have received recognition from the media, upgraded their marketing strategies, and added new faces to their companies this summer. Here’s an overview on what’s happened so far.

Media Recognition

Our clients are industry leaders and have been featured in media outlets ranging from trade publications to local television stations.

Dune Medical recently published a surgeon spotlight on Dr. Jennifer Simmons, a breast surgeon in Pennsylvania, that was picked up by FOX 29. Joyce Evans, a FOX 29 reporter, conducted an interview with Dr. Simmons on her experience as a breast cancer surgeon and her experience with Dune Medical’s MarginProbe device. The interview discussed the benefits that MarginProbe can provide for the surgeon and the patient and the positive effect that the device has had on Dr. Simmons’ re-excision rates. You can view the FOX 29 interview with Dr. Simmons here.

SmartCommerce and their CEO, Jennnifer Silverberg, are taking the retail world by storm with their expertise in the online customer buying experience. Jennifer was recently named one of the top women changing the retail world by Retail Leader, being recognized alongside women leaders from companies like Walmart, Kohls, Starbucks, and more! Jennifer is also looking forward to speaking at the Path to Purchase Expo this fall for the second year in a row.

Kim Withrow, General Counsel for Bibby Financial Services (BFS), was profiled in the June issue of The Secured Lender for her commercial lending expertise. The feature highlighted her previous experience in the commercial lending industry, her responsibilities in her current position at BFS, and the advice that she would offer to any women joining the finance industry that is largely dominated by men. We’ll be writing a win blog and spreading the word!

New Channels & New Branding

This past month we posted a blog on how to use a podcast as a new marketing tool for your business, and the inspiration for that post came from our client, John Maxwell Company. We have been working with them since April to produce their first podcast, and our next recording session is scheduled for this month. We have eight episodes live so far and you can check them out here!

ASP Global is also undergoing a marketing change, including a complete rebranding of their company. W2M has been helping them update their website and they recently launched ASPMedical.com, the official rebranding of Tiger Medical. Stay tuned for news and updates on more rebranding from ASP.

Fresh Faces

Acensium has expanded their leadership team by welcoming Cale Collier as the new VP of Scan & Model Services. With Acensium’s business growth increasing their demand, Cale’s main responsibilities will be running the division and expanding the scan and model team to capture the majority market share of industrial scan and model services. We’re excited to collaborate with Cale on future projects for Acensium this summer!

And last but not least, we’ve added a new face to our team as well! This past May, we welcomed Victoria Jackson as our new Junior Account Executive. She just graduated from Auburn University with a major in Communication and a minor in Marketing. She was raised in sunny South Florida, but grew up an Atlanta Falcons fan and is excited to finally be close enough to attend some football games this fall. She previously interned for Coca-Cola Studios while still in college and some of her hobbies include reading, listening to podcasts, and video editing. Welcome to the team, Victoria. We’re so excited to have you!

Don’t let your PR and marketing take a summer holiday. Contact us to see how we can help!

Thought Leadership through Digital Content: A Success Story

By | Case study, Content Development, Content Marketing, Content Marketing, Industry Leadership, portfolio, Public Relations, Retail Services

SmartCommerce is a CPG eCommerce solution that works with leading CPG manufacturers like Procter & Gamble, Nestle and Unilever to drive online sales by drastically shortening the online path to purchase. After launching in the US in 2015, SmartCommerce enlisted the Thought Leadership experts at Write2Market for digital content creation, PR services and strategy beginning in March 2016. From web design to byline pitching, Write2Market is a leading PR and digital content marketing firm, with specialties in startups and technology companies.

Getting The Ball Rolling

Starting from scratch can be intimidating. When SmartCommerce came to Write2Market, no social or PR content had yet been created, there were no Twitter followers, and website content needed to be created, as well. Write2Market went to work right away, strategizing with SmartCommerce to deliver key digital content, build a social media audience and execute a launch press release. Writing blogs and bylines, designing infographics, conducting surveys and creating video, Write2Market assembled and continues to maintain an engaged audience through compelling content.

Content enables you to engage and entertain your audiences, increasing the chance that they spread the reach of the content by sharing or coming back for more by following or subscribing to your content. In just two years, Write2Market built an engaged social audience including >500 Twitter followers, putting SmartCommerce in the top 5% of all Twitter accounts. Write2Market has initiated LinkedIn efforts for SmartCommerce, including weekly posting and encouraging company sharing.

Earned Media Works

In the first three months, Write2Market landed eight contributed bylines for SmartCommerce including Retail TouchPoints, Marketing Profs and Inc. Bylines are a great way to earn exposure through Thought Leadership. The crucial aspect of earned content is that you have to put in the work to develop content concepts that are compelling. If it’s not topical, an editor isn’t going to publish it. Internal content, including weekly blogs and social media posts, must be held to the same standard. By focusing on Thought Leadership, Write2Market has delivered 48 earned bylines and interviews over the first 24 months of engagement.

Compelling Content

Write2Market helped SmartCommerce define their position and products through infographics, video and blog content. Blog content does double duty, providing Search Engine Optimization benefits to the website and driving organic search traffic in addition to acting as compelling content that can be shared through social media or an Account Based Marketing nurture email campaign. Making content compelling applies outside the digital realm, as well. Pitching Thought Leadership to conferences, Write2Market ensured SmartCommerce CEO Jennifer Silverberg was invited to speak at the Path to Purchase Expo with other tech leaders and major CPG brands. Continuing with the Digital Convergence Forum in June 2017 and this year’s Path to Purchase Expo, Write2Market continues to facilitate the Thought Leadership of SmartCommerce by supporting all marketing efforts.

Recognition

SmartCommerce has received awards and recognition including Tag Top 40, CGT Editor’s Choice and most recently CEO Jennifer Silverberg was named one of Retail Leader’s top women changing the retail world alongside CEOs from Walmart, Kohl’s, Accenture and more. SmartCommerce is now viewed as an established technology innovator in the CPG eCommerce space that is growing faster than ever before.

A focus on Thought Leadership across the board has driven marketing success for SmartCommerce. Earned media, social media, blog content, explainer videos, interviews, infographics and conference speaking. At each point that SmartCommerce interacts with the world, there is a focus on being thought-provoking and informative. Thought Leadership is not just a buzzword or a loose concept, but a guiding principle for the management of digital content for Write2Market clients.

Can we help your company reach a national audience?

Write2Market drives quality leads by creating engaging thought-leadership content that sparks interest and creates awareness. Contact us today and see how your brand can benefit from a focused content strategy.

Four Ways To Maximize Your Content Efforts

By | Blog, Content Development, Content Marketing

Editorial calendars, sales goals, and the news cycle are all influencers in deciding what type of messaging is best suited for your content marketing strategy, and it’s easy for marketers to get stuck in one of two traps:

Analysis paralysis occurs when there are so many topics and stakeholders involved that you fail to prioritize them properly. Sometimes it can seem difficult to know where to begin.

Content doldrums happen when you feel like you have already said everything that you can and finding new ideas seems impossible.

Getting bogged down in either of these mindsets is marketing poison that will negatively impact the results that you are trying to achieve. Fortunately, they are easy to avoid if you take a step back and develop your content marketing plan strategically.

Expand your audience. It is all too easy to focus all of your efforts on a narrowly defined target market. These are usually the decision makers who are empowered to purchase your product or service, but this can severely limit your reach. Remember that successful business leaders are often multidisciplinary and get ideas from a variety of sources and people. Maybe specialist physicians or mid-market retailers are your core audience, but you have insights that are equally applicable to patient populations or logistics managers. Do not think it is wasteful to create content that reaches these stakeholders — physicians are influenced by their patients and supply distributors have strong mindshare with retailer customers. And don’t forget that all content that appears in highly ranked sources contributes to your overall SEO.

Encourage more reading. No piece of content should ever be alone! When deploying content on your website – spend some time to see what other existing content on your website lends itself to be referenced. This will help with your organic search rankings and confirm you your position as an expert.

Share and share alike. How much sharing is in your social media strategy? It might not be enough. Who is sharing? Are there ways to encourage employee sharing? We have seen great results with a simple $25 weekly gift card for the best social share. On platforms like Twitter don’t be afraid to share the same content more than once – it’s a timeline and people will only see a tiny fraction of the stuff that is posted. Automation can help – just don’t overdo it!

Reuse your content. Creating good content takes a lot of time and effort. Many marketers think of repurposing content as rewriting it for a different publication. That’s great, but it’s only the tip of the iceberg. All the knowledge that fueled the article your industry’s leading website just ran can be repackaged to reach new audiences. Webinars, infographics, newsletters, and videos are all avenues that can be used to derive more value from your information. Over time, you can even aggregate all of your content into a book that highlights your expertise.

Integrating these steps into your content marketing strategy will help keep your content machine generating output that resonates with audiences, and that’s what increases engagement and moves targets to become leads.

Ask us today how Write2Market can help convert your knowledge into lead generating content.

Content marketing and online presence for medtech from SEMDA 2016

By | Blog, Content Marketing, Content Marketing, Healthcare, News
The upbeat crew at SEMDA 2016 in Nashville.

The upbeat crew at SEMDA 2016 in Nashville.

By all accounts, last week’s 10th Annual Southeastern Medical Device Association Conference in Nashville was a resounding success. The positive vibe was palpable, the host committee demonstrated the hospitality for which Tennessee is becoming well recognized and the learning and networking were in high gear.

Write2Market was most pleased to lead the conversation around content marketing and online presence for medtech professionals. We are grateful to all who attended the session, especially our panelists Aaron Clifford with HCA, Deepal Panchal with T3 Labs, Kayla Rodriguez with Sweetbio and Tif Wilson with the Global Center for Medical Innovation.

By popular request, we happily share with you the associated slide deck below.

If you would like to continue the conversation and explore the opportunities to improve your lead generation by enhancing your content marketing and online presence, contact Write2Market Healthcare Practice Lead Paul Snyder via email: paul@write2market.com