3 Ways Medical Distribution Sales Teams Should Use Content

While it may seem that content marketing is a siloed marketing activity, it can be a really effective tool for medical sales reps to use with their clients. Here are 3 ways that medical distribution sales teams should be using content with their customers and prospects.

No. 1: Build relationships

Relationships are the foundation of the medical/surgical sales channel, which is why distribution sales reps should be using content to develop those relationships. Content gives sales reps the ability to nurture leads who aren’t yet sales-ready, instead of ignoring them in favor of a hotter lead. Sales reps can use content to educate leads and help them through the sales process by providing actionable insights and information designed to move them closer to purchase.

No. 2: Inform and educate

Selling in 2023 means that you are selling to an informed buyer. Before they meet with you, the buyer has likely already done all their research to help them make a better decision. The job of the medical sales rep is to supplement that knowledge with the kind of branded content that can give your company an extra dose of credibility. Using content to inform and educate your customers is a great way to show how your products differ from the competition and how your products meet the needs of the user.

By taking the “resource approach”, you can navigate around the current knowledge that your customers may have about your products and answer any further questions they might have. This extra touch will also help to build a relationship and trust between you and the customer.

No. 3: Generate new leads

When you generate content, you generate leads. The greatest payoff of a content strategy is that it adds a new source of leads to your pipeline. As potential customers continue to visit your site, complete forms, and download items so that they can continue reading your content, you are creating a steady flow of potential leads for your sales team. Stay ahead of your pipeline by keeping your content up-to-date and accurate to the changing medical distribution landscape.

Developing content for your sales teams to use can be challenging, but it’s critical to driving engagement with your audience and revenue for your organization. Share Moving Media has developed the tools, resources and expertise to assist. We create content for several of your peers in the medical device world. Contact sadams@sharemovingmedia.com today to learn more about equipping your sales reps with effective content.