Did you know that the average person has up to 70,000 thoughts per day? That breaks down to approximately 50 unique cognitive functions every 60 seconds. Of course, most of them are useless and unimportant, passing through your brain at almost lightning speed. The human brain simply cannot process them all, at least without landing you in a straitjacket.
Modern society has only contributed to the rapid fire. CNN broke ground with its 24-hour news cycle back in June of 1980, which was only the beginning of the 24/7 trend. From social media and streaming content to virtual reality, there’s a lot going on.
With all that cranial cacophony, marketers—including physician recruiters—have had to step up to the plate with new and innovative ways to influence their audiences in a way that breaks through. Thus, the progression to multichannel marketing.
As discussed in previous blogs, a multichannel approach is just that: using multiple outlets to integrate efforts online (websites, blogs, social media, email) and offline (print, radio, TV, events). Although, the rise of streaming content has made the “offline vs. online” sphere a little slippery.
Core Traits of Successful Multichannel Marketing
In order to be successful in your multichannel efforts, your strategy needs to be finessed based on a few key conventions.
Establish an in-depth understanding of your audience
The more you know about potential hires, the more detailed you can get in your outreach. This is a crucial first step; one which should be explored bilaterally on the digital side with an email-plus-web approach. Physician email lists have evolved to include more than just a first name and “best guess” email address. A first-rate database contains a physician’s full name, NPI number, preferred email address, practice location, and specialty. It should also be first-party sourced, third-party verified, authenticated to ensure double opt-in, and refreshed daily.
Anything from embarrassment to anger could result if you send to the wrong email address.
Why is it important to ensure you’re emailing to a physician’s preferred email address? For one, “work” doesn’t just happen in the office. Given the option, docs often elect to receive emails to their personal inboxes. This consideration has far-reaching consequences specific to physician recruitment. A potential hire doesn’t necessarily want his office staff to know he’s looking elsewhere. Anything from embarrassment to anger could result if you send to the wrong email address.
Additional data can be captured via a website tagging system, also referred to as an audience identity management platform, which picks up on your medical website visitors’ unique attributes, what content they consume, and how much time they spend there—all without requiring them to log in or create a profile.
Using email and website data in concert allows you to create comprehensive physician profiles for all possible recruits.
Think “useful and helpful” in your messaging
Now that you’re fully educated on who your audience is, you can segment physicians appropriately and provide information that’s uniquely relevant. It’s the difference between sending a “Hiring Pulmonologists” email to your entire physician base versus only sending to pulmonologists who live in the proximity of the hiring facility or who have expressed interest on your website (again, something that can be gleaned via audience identity management technology).
This tenet also encompasses sending communications with an appropriate frequency. You don’t want to overload potential hires with superfluous invitations to engage, especially if they’ve proven to be perpetual non-engagers.
These first two hallmarks of multichannel marketing are just the beginning stages to set you up for physician recruitment success. In the next blog on this topic, I’ll discuss the final three principles:
- Understand that synchrony always wins over dissonance
- Consider all potential platforms with which users engage
- Don’t forget to test
And, my team will be discussing all of this (and more) at the upcoming NAPR/NALTO 2018 Annual Convention, March 7-9. We invite you to stop by our booth for more information.