Landing Pages for Recruiters – Don’t Go Home!

When you invite prospective doctors to interview for positions in your hospital, do you show them to your lobby and leave them there for hours? Of course not!

Then, why do so many medical recruiters link their open positions to the home page of their website?

Be specific and create a landing page.

Email Marketing Landing Page

According to HubSpot, a landing page is a website page that allows you to capture a visitor’s information through a lead form. A good landing page will be targeted to a particular stream of traffic – say from an email campaign advertising an open position – and, because it is targeted,  you will convert a higher percentage of your website visitors into leads with which you can follow-up.

Understand what to include in your lead form.

Email Marketing - Landing Page SEO

On your landing page, there should be a lead form. The goals of the lead form are simple:

  • Collect marketing information
  • Guide visitors through a process
  • Enable a transaction
  • Communicate
  • Verify identity
  • Manage customer support requests

For the purposes of medical recruiting, the recruitment form should also communicate the available job listings, allow the visitor to select the opening he or she desires and provide a resume.

Capture interest and don’t let go.

Email Marketing Landing Page Usability

Here are some of the most important elements to make sure your landing page holds your visitor’s interest (courtesy of HubSpot):

  • Limit Navigation. You’ve brought your targeted traffic to a page where they can take your desired action. Don’t distract them! Limit the number of exits from your landing page so that your visitors are focused on filling out your form. A key part of this is to hide your website navigation elements on landing pages.
  • Deliver Value. If you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure that your landing pages demonstrates that value.
  • Keep it Short. The longer your landing page and form, the more friction you add to the lead conversion process. Keeping your lead form short and straightforward will increase your conversion rate.
  • Test, Test, Test. As many best practices as you may read about online, your landing page can always use more testing and improvement. Make sure you have a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. 

How MMS Makes Medical Recruitment Easy:

Medical Marketing Services

Personalized URLs (PURLS)

You can use a PURL with a landing page customized for an individual doctor. It’s a great way to track responses down to the individual doctor. It will increase response rates and you can pre-fill the response information with the person’s name, address, email address, etc.

Integrated Email and Direct Mail Services

While direct mail is still a powerful direct marketing tactic, it works even better when integrated with email marketing, which has the highest return on investment (ROI) of any direct marketing technique.

Call MMS today and we can help guide you to developing an integrated marketing campaign that will help improve your results and ROI. You can reach us at 1.800.MED.LIST (633.5478).

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Video: MMS at ePharma Summit 2012

On Monday, February 6th, Terry Nugent spoke at the 11th Annual ePharma Summit in New York on the topic of “Physican’s ePharma Promotional Preferences”.

After completing a survey of AMA physicians across the nation, Terry’s presentation provided answers to the following marketing questions:

  • Are physicians using social media?
  • What role will mobile apps play in marketing to physicians?
  • How well does email marketing capture the attention of physicians?

For more information, please visit MMS at www.mmslists.com.

Email Marketing Tactics for Recruitment in the Medical Industry – Week 4

Week 4 –  No more playing the waiting game

How long do you want to wait to review your marketing results? Every other month? Once a quarter? Twice a year? You need to know quickly who hears your message and how they intend to respond to it.

Email marketing gives you the option to move forward with your marketing and recruiting initiatives quickly and confidently. When you prepare an email to recruit fresh new talent, you want to be sure you include the following information:

  • An explanation why they are receiving this email
  • Links, logos, and images that link back to your website
  • A strong call-to-action (why should they apply to your school?)

You will know that your message is getting through effectively when people begin clicking on your email links or respond directly by submitting resumes.

MMS has free resources at your disposal to help you master the medium with successful email marketing methods that will help you achieve your objectives.

MMS also offers a multi-prong approach to delivering of your message to the market you are reaching by combining our email marketing and direct mail services. Contact MMS to learn how their experience team can aid in a better response rate for your campaign.

Email Marketing Tactics for Recruitment in the Medical Industry – Week 3

Week 3 – In addition to the delivery, you control the message

Have you ever passed a note to one of your friends in class? Depending on the location of your friend in relation to you, it was possible that you had to rely upon other kids to continue passing the note until it reached the intended destination. Sometimes this plan worked and your friend may have also sent a response back to you. Other times, this plan failed as another student stopped to read the contents of the note, or worse, a teacher intercepted the note.

The main idea of this scenario is that by utilizing multiple channels that were not necessarily trustworthy to transmit your message, you were no longer in control. The second the note left your hand; you were at the mercy of the other channels who may or may not have worked in your favor. Are you willing to chance the fate of your hospital or facility on the hopes that maybe your message will be interpreted by the right individuals?

Email marketing allows your message to be seen only by the intended recipients, without a middleman. Medical Marketing Services (MMS) maintains a comprehensive collection of lists to ensure that your message will not only be seen by the appropriate individuals, but it will be delivered in a timely fashion.

Once of these lists are sourced from the American Medical Association (AMA). Medical students and residents are the future of the profession. Reaching them is of particular importance to physician recruiters, and critical in reaching your market early. In fact, no list owner has the comprehensive and accurate data on medical students and residents that the AMA has. For more information on the AMA lists, please contact MMS via our website today.

Email Marketing Tactics for Recruitment in the Medical Industry – Week 2

Week 2 – Your message is delivered, guaranteed

When you leave a voicemail, how are you sure that the message is interpreted as you expected? Sure, you can review your message before delivering it to the mailbox, but you have to rely upon the person receiving the message to make a note of your name, phone number and respond to your call. If the message does not compel them to respond, then your intent was not delivered correctly.

The same goes for television, radio and outdoor marketing. If you turn on the radio or television in the middle of a commercial, you may have missed the main call-to-action and are now listening to half of a message. If you are driving behind a large truck and you are unable to see the entire billboard, the advertiser missed an opportunity to sell to you.

With email, the message is delivered, guaranteed. You know if a message was sent to a nonexistent or full inbox, because you get a message back directly. You know if someone becomes disengaged with your messaging because they unsubscribe from your messages or stop opening the emails altogether. Finally, you know who really understands your message because they will open, reopen and forward your emails to many friends.

Medical Marketing Service (MMS) provides a direct link into the healthcare industry – from physician email lists, pediatrician lists, nurse practitioner email addresses and hospital mailing lists. Best of all, each list is permission-based, which means each professional has opted in to receive emails at this address. MMS guarantees 97% deliverability, as well, which makes email marketing a smart choice for your recruitment efforts.

Email Marketing Tactics for Recruitment in the Medical Industry – Week 1

According to the a May 2010 Pew Research study and a report by the U.S. Census Bureau in May 2011, more than 75% of all U.S. adults are online. This is an estimated 164 million adults who browse the internet throughout the year.

Of these adults, 33% browse the internet more than 3 hours online everyday (and 35% spend just over one hour everyday)! Which websites do you think most people are visiting while they view online content? The answers may surprise you.

 

 

If you are looking to recruit new talent for your hospital or private practice, email marketing is your best bet to capture the attention of an otherwise disengaged population. We see and hear so many marketing messages that we have eventually started to tune them out. Which commercials do you remember on a five-minute television break? Many people will answer “none” thanks to the modern innovation of “DVR” that allows us to skip through these messages. So far, you can’t skip through an email message, so this month; we will highlight the benefits of email marketing when seeking the best talent.