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 Goals for Medical Professionals – Part 4

Part 4 – Staying focused on a single message

Effective email marketing isn’t complicated; in fact the most successful emails focus on only one topic. That way your message is delivered without confusion and has a lasting effect on the recipient.

Healthcare professionals have a lot on their minds; to get your message through it is best to keep it simple and concise. The most effective way to do that is to outline how you can positively impact their hospital or private practice.

As you know, the healthcare field is a results-oriented business. Email marketing can be a successful tool because allows you to speak directly to the prospect about achieving better results. By focusing on a single message in your email, you will effectively outline how you can help. That way you eliminate confusion and keep your prospect informed and intrigued.

How can MMS help?

Medical Marketing Service (MMS) not only provides a target market for your message, but can also provide the creative services to convey that message in the best possible way.

Whatever your marketing needs, MMS email services can help you achieve the perfect strategy – from marketing research that discerns characteristics and trends in your target market to identify the right strategy, to tactical services that help you implement and successfully execute your plan. By using all of the services available, you can develop a focused and successful marketing plan.

For more information about our creative services or our permissioned email lists, visit our website or call 1-800-MED-LIST (633-5478).

Email Marketing Goals for Medical Professionals – Part 3

Part 3 – Achieve success through subject lines

The biggest hurdle in your email marketing campaign is whether or not your prospect opens the email. Many brilliant campaigns have fallen by the wayside simply because the target never saw it. To ensure that the recipient opens your email, special attention needs to be paid to the subject line.

According to Pinpointe.com, research shows 40% of the recipient’s decision to open an email is based on the subject line. To entice your recipient, it is highly recommended that you keep your subject line brief and matter-of-fact. That will entice your prospect and defuse any red flags that are raised when people see “promotional” emails.

When it comes to subject lines, length is very important. Including spaces, 40 to 50 characters long is ideal. At that length, most will read and digest your full message, putting your email in the best possible position to succeed.

How can MMS help?

It is recommended that you test several different subject lines to determine which variation works best for your specific audience. Medical Marketing Service (MMS) can assist you with testing and writing of subject lines.

MMS offers you a full range of services to help you master email marketing – from research that discerns characteristics and trends in your target market to identify the right strategy, to tactical services that help you implement and successfully execute your plan. Learn more by calling 1-800-MED-LIST (633-5478).

Tapping Into the World of the Physician’s Assistant

Last week, we discussed the importance of staying in front of physicians with your marketing message to build trust and familiarity with your product or service. It is also important to consider the viewpoint of the physician’s assistant (PA) when promoting your business. The flexibility of their schedule and the versatility of their expertise makes the PA an attractive option to connect with if the doctor is unavailable.

PAs spend time reviewing emails, direct mail pieces and various medical announcements while at work. And, as the Baby Boomers age, you will begin to see more PAs and NPs on site.

As with any medical professional, be sure that any marketing method you use is professional and able to be easily remembered. MMS offers a solution that allows you to target specific physician’s assistants through email. This service, called AAPA-E-Mail (SM), is available exclusively through Medical Marketing Service, Inc. (MMS) is an ideal way to achieve maximum response with maximum reach to the burgeoning PA community.

These emails are 100% opt in by virtue of recipient affiliation with the American Academy of Physician’s Assistants (AAPA). Email marketing campaigns are deployed by MMS the leading email marketing service to healthcare professionals. The best addresses deployed through the best email service provider in healthcare gives you an unbeatable way to market to PAs with the best available medium – email – which gives you the cost-effectiveness and measurable return on investment needed for these challenging marketing times.

For more information about AAPA-E-Mail or other email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.

Is There a Doctor in the House? Reaching Out to Doctors


Having a hard time reaching doctors to promote your products and services? You are not alone. The only way to get doctors, dentists and other medical decision makers to pay attention to your company is to provide them with a compelling value proposition, prove why they should choose you, and then give them an incentive to act now.

Traditionally, we have tried to engage doctors via sales representatives. However, we have seen busier doctors who are not willing to schedule an appointment with sales reps. It is time to consider an interactive approach with a brand new strategy.

Your goal should be to build an online relationship with the medical professional. You want to provide them with enough information that will entice them to click a link in your email and browse your company’s website. Here are four tips to creating a great email campaign for doctors:

  • The appearance is as important as the message. Of course, you want to get the doctor’s attention, but you should avoid tactics that may cause your e-mail to be classified as spam.

Do:
– Keep the subject line concise (less than 35 characters)
– Minimize extensive scrolling through the email
– Show readers a benefit without being overly promotional

Don’t:
– Write in ALL CAPS or use exclamation points
– Use more than two font styles
– Use red text

  • Write copy that is meaningful. Remember, people scan, rather than read content online. Keep the copy brief and to the point. Use short blocks of text and bullets to make it easy to scan. Individuals receive lots of e-mail everyday and may simply delete communications that are too wordy and difficult to view.
  • Offer something. Your offer could be a white paper, seminar or special deal that is available to email subscribers only. This added bonus is an incentive that may give doctors a reason to open your follow-up emails.
  • Have a call-to-action. This has to be clear to your reader. If possible, include the call to action at both the top and bottom of an e-mail to ensures that recipients who look only at the beginning of an e-mail or skip to the end get the message.

E-mail copy should be consistent with the company’s brand. Consider it part of an ongoing conversation. The precise tone may vary depending on audience, but the message needs to come from the same person. By maintaining a clear connection to your brand, you tell doctors that your e-mail is legitimate.