In an era of healthcare marketing overload and low trust in traditional messaging (as reported in multiple studies), leaders don’t lead by pushing a sales pitch – they pull in prospects by first offering to help with information, education and insight. In short, they build both brand image and relationships by demonstrating thought leadership, not simply proclaiming it. One great example is how Midmark Clinical Solutions cultivates customers through healthcare content marketing.

Healthcare and its delivery systems are changing. Innovations in patient care and healthcare technology are emerging. Yet, many of today’s healthcare environments were designed decades ago. For these facilities, change is overdue.

 Busy doctors and healthcare administrators need help in seeing the possibilities for their own clinical environments before they can be expected to invest in upgrading. Midmark needed to find a simple, compelling way to educate healthcare providers, in the format most likely to reach this busy target audience. This initiative needed to coordinate the connectivity of product to improved patient interaction helping physicians rethink their clinical workflow.

Workflow is not a static consideration – it’s all about movement – and so static communications couldn’t lead the way. Instead, we proposed an interactive microsite that would determine the most pertinent information for each prospect via a quick on-site questionnaire. Site visitors could then view their specific area of interest, and drill down through easy-to-understand navigation to their desired level of detail. Visitors were given easy links to information on the Midmark products that make these improvements possible.

Simple but impactful animations in each area also quickly demonstrated the benefits of each workflow approach.

Care providers must rethink the design of exam rooms to improve patient experiences and workflow.

the result

Midmark has moved to the fore as an innovator in clinical workspace enhancement, firmly establishing itself as a go-to thought leader for new ideas, easy-to-understand guidance, and state-of-the-art healthcare furniture, fixtures, instruments and equipment.