In part one of this blog, I explained why it’s imperative to ensure your marketing voice is heard above all the noise that accompanies healthcare recruitment. One way to accomplish that is through a strategic multichannel approach, which, when done properly, allows your voice to become the one of reason.
The first two traits of successful multichannel marketing I discussed were:
- Establish an in-depth understanding of your audience.
- Think “useful and helpful” in your messaging.
Those two are biggies and rely heavily on utilizing a first-rate physician email list that’s been first-party sourced, third-party verified, authenticated to ensure double opt-in, and refreshed daily.
In this blog, we will discuss three additional traits that further support multichannel campaigns.
Understand that synchrony always wins over dissonance
Multichannel marketing possesses the opportunity to create a strong prevailing message across all channels. It also presents the unfortunate opportunity to generate dissonance. It’s not sufficient to set up various channels—social media, blog, website, email campaigns, print campaigns, radio/TV—and hope for the best. All channels have to work together towards definitive goals; in this case, finding (and hiring) the best physician recruits for the job.
It’s not sufficient to set up various channels and hope for the best.
The potential for synchrony across digital efforts is vast. As I discussed in the first blog, working with an audience identity management platform allows you to identify physician prospects who come to your website and capture individual details about that visit. Because you know exactly which positions they viewed, follow-up messaging via email can, and should be, physician-specific.
And remember, docs love email. It’s their preferred mode of communication, thus opening the door for you to truly make an impact with meaningful, high-value information.
Consider all potential platforms with which users engage
Physician recruitment increasingly rests in a digital space, so both the platform (social media, website, blog) and the device (desktop, smartphone, tablet) must be considered. Docs are busy; they don’t have time, energy, or patience to deal with an email or online platform that doesn’t render well on a smartphone—which is the go-to device for most. Make sure your calls to action are actually actionable on any platform, any device.
Don’t forget to test
This final principle syncs with the previous trait in technical terms, such as render testing email and website display on various devices and operating systems. But, it also holds significance in regards to the overarching objective of building relationships with potential physician hires.
For example, if the recruitment materials on your website lack relevance or are not readily accessible, fewer and fewer prospects will invest time trying to locate what they need. If your emails to potential hires are too broad, too frequent, or duplicative, you’re conditioning those physicians to ignore your outreach and assume it’s low-value. These clues—both quantitative and qualitative—cannot be ignored if you hope to be successful. Use them to create more effective, more efficient campaigns.
Starting March 7, 2018, my team will be at the NAPR/NALTO 2018 Annual Convention in Orlando. We’d love for you to stop by and discuss these topics and more.