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RECRUITMENT MARKETING - YOU
CAN'T BE EVERYWHERE UNLESS
YOU LEVERAGE DIGITAL MARKETING
Deidra J. McClelland, The Skye Group
Heidi Haas, Haas Consulting
August 2019
LEARNING OBJECTIVES
1) Understand why an honest audit of your current
recruitment marketing plan, budget and calendar can
set you up for success.
2) Learn how and why digital marketing can leverage
your marketing plan and/or recruitment efforts so that
you can be "everywhere" and still be within budget.
3) Develop an action plan to start your digital
marketing planning.
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RECRUITMENT MARKETING – IS YOUR PLAN SET
FOR THE 2019/2020 RECRUITMENT SEASON?
Who are you targeting?
“New” providers vs. “Experienced” providers
Primary Care vs. Specialty vs. APP
Clinical, Academic, Research
What marketing are you currently doing to recruit?
Organizational web page
Does Provider Recruitment have its own micro-site?
Print or digital ads in Journals (where does it link to?)
Direct mail/email
Social media
Networking events (ex. for residents)
Conferences (exhibiting?)
What “marketing data” are you collecting on new recruits? How are you storing it?
3
WHAT YOU CAN DO WITH DIGITAL
MARKETING TACTICS* – 3 EXAMPLES
Geofencing
Placement Targeting
Retargeting
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*Digital marketing tactics (partial list)
GEOFENCING - LOCATION, LOCATION, LOCATION!
Imagine a physical fence around a hotel/conference
center, hospital, or a medical school. Ads are
delivered about your organization with tailored
messaging targeting the individuals who are in that
fenced in area.
We then place a “cookie” on that IP address (on
whatever device).
5
PLACEMENT TARGETING – CONTENT,
CONTENT, CONTENT!
It’s all about the content that your target audience is consuming.
Interests, hobbies, events or news for example- we buy inventory (ad space) on those sites relevant to that content and place your ad there. Again, if your target audience takes an action (such as clicking on an ad to learn more), we place a “cookie” on their IP address.
What do you know about your current physicians and those that you are recruiting? Specifically, interests, hobbies, etc.
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RETARGETING
RETARGETING is when a user has either been in a GEO
FENCED area or shown interest or action on relevant content
or your website already. We have already placed a “cookie” on
their IP address, and we target them with your ad wherever
else they go on the internet.
Target people who have shown interest by visiting specific
pages within your website and deliver ads to them as they
browse other websites across the internet. Stay top of mind
with target audience, encourage them to come back and
check out the latest opportunities.
7
WHO, IN THE LAST WEEK, LOOKED ONLINE TO
PURCHASE SOMETHING?
Who realized those ads continued to follow you no
matter what site you were visiting?
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LET’S TALK REAL LIFE.
9
2020 IM ANNUAL MEETING
Let’s take the 2020 Internal Medicine annual
meeting to work through the three examples we
discussed.
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IM ANNUAL MEETING - NATIONAL AUDIENCE
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IM 2019 CONFERENCE ATTENDEES
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BASED ON THIS INFORMATION, WHO
WOULD LIKE TO ATTEND ?
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COST TO ATTEND & EXHIBIT
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Cost:
Booth: $3150
Flight: $450
Hotel: $200/night $800
Meals: $500
Shipping – materials $300
TOTAL*: $5200 minimum
*based on one person attending
GEOFENCE – IM 2020 ANNUAL CONFERENCE
LOS ANGELES CONFERENCE CENTER
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PLACEMENT
We know that almost 9,000 Internal Medicine
physicians are “interested” in the annual conference
based on attendance (2019 IM conference stats)
They probably go straight to the ACP web site to find
this information. https://annualmeeting.acponline.org/
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RETARGETING
Remember we have left “cookies” with IP
addresses when we geofenced and/or did
placement targeting.
Remember…. The shoes you we’re looking for …
and you those ads kept following you ??
THAT’S RETARGETING!!
Now think of the retargeting you could do if you
“cookied” your Physician Recruitment web page?!
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LET’S NOT FORGET ABOUT SOCIAL MEDIA
FOR DIGITAL MARKETING
Average age of a medical student is 24 years old.
Social media platform “ages”:
LinkedIn is 17
Facebook is 15
YouTube is 14
Twitter is 13
WhatsApp is 10
Instagram is 9
Pinterest is 9
Snapchat is 8
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Experienced
Providers
Current/New
Providers
Current/Futu
re
Providers
SOCIAL MEDIA STATS FOR 2018: US, 18+
19
0
10
20
30
40
50
60
70
80
90
100
YouTube Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp
Total % 18-29 30-49
https://www.pewinternet.org/2018/03/01/social-media-use-2018-appendix-a-detailed-table/
DEVELOP YOUR ACTION PLAN
What you need to do to start developing your action plan?
Does your Provider Recruitment Department have its own page(s) within your organization’s website? Talk to your Marketing and/or IT Department.
What is your Provider Recruitment brand? Do you have ads ready to go that can be tweaked for a digital
application?
What conferences are you going to or wish you were going to? Make a list.
On what websites do you currently post opportunities? Make a list.
Ask for the web analytics for your specific recruitment pages.
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YOU CAN DO IT!
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Q & A - THANK YOU FOR YOUR TIME TODAY!
Deidra J. McClelland
The Skye Group
22
Heidi Haas
Haas Consulting