The demand for healthcare professionals is rapidly increasing, but finding the right talent can be a daunting task. And old-school approaches can lead to a surplus of unqualified candidates. In the old days, we would hire. Now we need to recruit. And recruitment takes consistency and targeting. When your potential employee is having a bad day and decides to make a career move, your company should be the first name that pops in their head.
Coles Marketing offers innovative approaches to help healthcare companies hone in on the best people to join their team.
Digital Recruitment Tools
Posting information about open positions on job boards such as Indeed and Zip Recruiter is certainly a crucial step, but it’s far from the only one you should be taking to attract potential new hires. Here are some other methods.
Behavioral Display: Target the candidates YOU want to hire. And target them when they are thinking about making a job switch. A potential hire’s digital footprint is out there. Use it to identify the right candidates and display the right message at the right time. An in-market candidate could be ripe for the picking.
Geotargeting: Need a physical therapist at your Phoenix clinic? Geotargeting will allow you to deliver ads to people in that particular area. You can even target specific places in which you are likely to find qualified candidates, such as fitness facilities or universities offering degrees in physical therapy. This narrows down the talent pool and helps you get closer to finding the ideal people.
Building Your Brand on Social Media: Studies show that medical professionals are often willing to take a pay cut in order to work for a company with a compassionate culture. Social media is the perfect outlet for showing the kind and caring nature of your employees. Post pictures of staff members enjoying their time together or patient testimonials praising the high-quality care they provide. This will go a long way in giving your brand a sense of personality and warmth. And it will also attract candidates looking for greener pastures or a positive work environment.
One of our recent healthcare recruiting campaigns that emphasized the environment of a healthcare company led to a 40 percent drop in job openings there. We ended up filling the openings within three months of activating this campaign. Quick turnaround!
E-Mail Marketing: This approach also reels in potential hires with its personal touch. You can customize the text to include their name in the body of the email and even in the subject line, which increases the open rate. You can also give them a heads-up about your open positions and the career fairs in which they can meet you and learn more about job opportunities.
Email marketing can also serve as a soft approach to targeting candidates with display ads online. Email addresses can be entered into Google and Facebook to help with drip campaigns, displaying your latest openings or new perks for the job. This tactic is cost-effective, and it delivers messages to your ideal candidates slowly over time, so you don’t seem to be bombarding their inbox. Collect email addresses and use them wisely, whether delivering directly to inboxes or following them online.
These are just a few of the many ways we can help you reach the right candidates and build a great team of highly talented healthcare professionals.
To learn more about the recruitment solutions we can provide, call (317) 571-0051 or email firstname.lastname@example.org.Edit this post
What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?
These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.
Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.
When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising.
The Measurability of Digital Advertising
Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.
With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …
- The demographics you’re reaching
- What time of day the ads are reaching the most people
- How many users are clicking on the ads
- The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
- The cost per conversion
Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.
As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.
The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.
Standing Out in Cyberspace
One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …
- Target specific audiences
- Zero in on your market by geographic location (a.k.a. “geotargeting”)
- Reach the top of search listings
- Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results
“It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist
The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.Edit this post
“I decided to have bariatric surgery because my quality of life was not what I wanted it to be. I couldn’t play with my kids the way I wanted to. I couldn’t be the mom to them I wanted to be.”
That’s how Brandy Walters felt, a patient at the Bariatric Center at Columbus Regional Health. So she took action to improve her health. Brandy had gastric bypass surgery on September 22, 2009. Since then, she has lost 135 pounds.
“I chose the Bariatric Center at Columbus Regional Health for my surgery because I really appreciated the staff they had working there. They care about their patients, and they really care about the success of their patients,” Brandy said.
Coles worked with the Bariatric Center to find local patients in the community who are now able to participate in a physical activity that was difficult to do before bariatric surgery.
The “Now, I Can” campaign helps communicate to potential patients that quality-of-life issues are the best reasons to have bariatric surgery. The Bariatric Center identified Brandy as a patient who was compliant and had success with the bariatric surgery program, using the surgery as a tool to get healthy but also continuing with exercise and a healthy diet after the surgery.
Once Brandy was chosen to be featured in the marketing campaign, the Coles team contacted her and wrote a testimonial about her journey. Along with before and after photos, Coles integrated the campaign with video, print ads, online banner ads and billboards.
From Hope, Ind., Brandy chose a local park to do the video and photo shoot, where she could be active with her kids and show off what she had accomplished after the surgery.
“The Bariatric Center picked Brandy because of her personality and dedication to staying healthy, conveying all the great aspects of the bariatric program,” said Coles’ Vice President Public Relations Chris Mercier. “Not only has she kept the weight off, but she’s volunteered her time with the Bariatric Center Advisory Council and is even heading up an exercise program focused on bariatric patients who may be training for a 5K, half marathon or marathon.”
Now — after bariatric surgery — Brandy herself competes in races and also coaches her sons’ little league and soccer teams.
“But more importantly, now I have energy, joy, dreams coming true and memories being made,” Brandy said. “I am more active and involved in the lives of my children, husband, family and friends than I’ve ever been before.”
Click here to see Brandy’s video testimonial, produced by the Coles team. The “Now, I Can” campaign has also grown organically, with many successful bariatric patients posting what they “now can” do on the Center’s Facebook page.Edit this post
Categories: 2014 July Newsletter, Newsletters | Tags: Tags: agency, bariatric, Bariatric Center, Bariatric Center at Columbus Regional Health, bariatrics, Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, health, healthcare, Indiana, Indiana public relations agency, Indianapolis, Indianapolis public relations