Finding the Sweet Spot in Consumer vs. Referral Marketing

In the healthcare sector, hospitals and practices must market to two audiences — consumers and referrals. For facilities with limited expertise and resources, developing successful marketing campaigns for both audiences can be challenging. The key to maintaining a solid marketing strategy in healthcare is finding the happy medium between advertising targeted at consumers and referrals.

MassLive Media Group utilizes a range of marketing capabilities to help hospitals, private practices, home health centers, and similar facilities showcase their brand story and increase patients and referrals. Here, we discuss how healthcare organizations can find harmony with consumer and referral marketing.

Understanding These Types of Marketing

Before diving into the best approach to balancing consumer and referral marketing, it’s important to recognize how they differ. More people are familiar with consumer marketing, where businesses create advertisements with the recipient of the products or services in mind. Consumers benefit from purchasing the product or utilizing the service, so this kind of marketing usually focuses on the benefits it can provide the audience. In healthcare, the consumers are the patients and loved ones involved in their care.

Referral marketing occurs when those who receive the product or service share their positive experiences with prospects. This type of marketing is advantageous because it can build trust in a business.

From a healthcare perspective, referral marketing entails more than testimonials from past patients and their families, although these aspects certainly play a role. Referrals can also be from other healthcare providers, facilities, social services agencies, and similar organizations in the area, which recommend your hospital or practice to their patients and clients.

Leveraging Digital Marketing Techniques to Find Balance

Healthcare facilities would be remiss to prioritize consumer over referral marketing or vice versa, but some may feel they can’t handle advertising to both audiences without sacrificing a maximum return on investment. The solution to this predicament can be found in digital marketing.

Digital marketing relies on data to obtain insights into your audiences, which can show you what generates a response from prospective consumers and referrals in real time. It provides the knowledge you need to discover what’s working with your current marketing strategy and areas that require improvement.

How to Use Digital Tools to Improve Your Marketing Strategy

It’s hard to ignore the value of digital marketing — according to one study, online ads can boost brand awareness by 80%. The following are some ways you can leverage digital tools to enhance consumer and referral marketing:

Learning More About Your Audience

The insights gained through digital marketing can reveal relevant information about your audiences, such as their main pain points. This knowledge can help you better structure advertising to respond to their challenges and offer solutions.

Augmenting Creativity

Digital capabilities may enable you to be more creative with your marketing. Using these tools, you can create blog posts, social media ads, videos, and highly unique content, such as interactive tours of the facility, to engage audiences.

Increasing the Reach of Other Marketing Methods

As mentioned, patient testimonials are valuable for healthcare facilities because they permit consumers to market on behalf of the hospital or practice. By designating a place for these reviews on your website, or sharing them periodically on social media platforms you facilitate more effective word-of-mouth marketing and build your organization’s credibility.

Streamlining Data Analysis

Gathering complex healthcare data can be challenging in itself, let alone scouring through it to find the most pertinent information. With digital tools, you can expedite the analysis process to locate the most important data for guiding advertising campaigns.

Obtain Digital Marketing and Other Services from MassLive Media Group

When trying to find the sweet spot between consumer and referral marketing at your healthcare facility, digital techniques can be more than advantageous. However, if you lack the expertise to use these resources, you may struggle to achieve marketing success through digital techniques. This is where MsssLive Media comes in.

We offer strategized solutions to help numerous healthcare organizations convey their expertise, acquire new patients, and boost referrals — including digital marketing. We combine data from providers with local insights to develop customized strategies and craft content aimed at your target audiences that highlights your brand story and the aspects that differentiate you from other providers in the area. To learn more about MassLive Media Group and our services, contact us today.

 

References

https://www.amghealthcaremarketing.com/2020/04/20/finding-the-sweet-spot-in-consumer-vs-referral-marketing/

https://www.business2community.com/marketing/what-is-referral-marketing-02253574

https://www.wordstream.com/blog/ws/2022/04/19/digital-marketing-statistics

https://study.com/learn/lesson/consumer-market-overview-examples.html

 

Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.

SUCCESS STORIES

Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.

SUCCESS STORIES

Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.

SUCCESS STORIES

Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.

SUCCESS STORIES

Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.

SUCCESS STORIES

Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.

SUCCESS STORIES