Healthcare Marketing Plan

The key to recruiting success is creating a marketing plan and sticking to it.

A question that I am asked all the time by healthcare human resources clients is how to best allocate the limited resources that they have and create a marketing plan that reaches and attracts the best talent while giving them the best bang for their buck.

While the answer to this is multi-factorial, it’s important to realize that having some type of plan is a lot better than having no plan at all, which is how many healthcare organizations operate.

Here are a few simple guidelines to follow when you are creating a plan that will help you reach and attract the right talent:

1. Understand the needs of your healthcare organization

A good place to start when creating your marketing plan is to identify where the holes are from a staffing perspective in your organization. If physicians and advance practice nurses are the number one staffing priority, build your plan around tactics and media vehicles that are targeted to these audiences.

Also it’s important to factor in what the future plans and goals are of the organization. For example, if a new unit opening is being planned for later in the year, you’ll need to allocate some of your dollars/resources to meet the staffing requirements of this initiative.

2. Identify a budget and the best way to allocate it.

You’ve outlined and prioritized your needs, now its time to attach your available dollars to each activity. A few ways to do this:

  • Audit your previous campaigns and gain an understanding of which tactics worked and which ones didn’t.
  • Ask your current hires how they found you.
  • Look at your metrics from Google analytics and your Applicant Tracking System to understand where your candidates are coming from.
  • Get input from your agency and your team as to tactics they think may be effective in reaching your target audience.

3. Ensure your marketing plan is measurable.

If you’re not measuring the effectiveness of your healthcare recruitment campaign, you’ll have no true way to identify the effectiveness of any of your activities.

It’s critically important that you work with an agency or a company that can ensure your jobs are optimized for the web. In this scenario, each of your jobs will have its own unique URL. This will not only greatly improve the job’s ranking in Google but will also ensure that you know exactly where your candidates are coming from and which job boards are performing better than others.

It’s also important that each and every tactic you utilize, whether digital or traditional such as print, is completely trackable. For example, email marketing can tell you open and click thru rates to your career page. When using print, set up a landing page and direct candidates there to gauge your response rate or set up a special phone number to track the phone calls.

4. Stick to the plan, but also be flexible

Let’s face it: Unforeseen expenditures and initiatives are going to come up throughout the year. It’s important to stay the course with your core activities but also leave some dollars set aside in your budget to meet the ever-changing needs of your healthcare organization.

Your recruitment marketing plan should cover one year. For healthcare organizations, this is often the best way to think about marketing. Things change, people leave and your organization evolves.

Review your plan quarterly to ensure you are staying on track and focus on the metrics to guide your future decisions.