Posted on January 19, 2018
By: Chelsea Rank, Marketing Manager
Your organization can't provide healthcare to patients without
physicians! However, a
physician shortage is predicted in the coming years, so it's
important to begin conceptualizing your physician recruitment
strategy now so you can be prepared for the changing
patient/provider landscape. So, what's the key to being found by
new providers searching for a position right out of medical school?
And how do you reach established providers looking for a change,
and convince them that your organization is the place to be?
It all starts with a unified marketing strategy, and the good
news is you don't need a large budget. Consider the website
optimization Legato has done with digestive health physician
Associates, located in Wausau, WI. The goal was to attract more
physicians, and Legato began with the website's career opportunity
landing page. Using the five best practices below, Legato was able
to improve the website's
user experience (UX) and came one step closer to becoming
visible to physicians seeking an open position:
- Understand your audience's values. Leveraging
your organization's Unique Selling Proposition (USP) will set the
foundation for your headline, supporting headline, body content,
and closing argument. In GI Associates' case, emphasizing the
clinic's impact on patients in north and central Wisconsin, as well
as its longstanding history, and location benefits were vital
elements to include on this webpage.
- Capture attention visually. Including dynamic
graphic elements such as photos of your building, photos taken in
the community, and photos of your providers will guide the eye
throughout the page and make it easy to keep reading. Following GI
Associates' brand standards, we upheld certain colors, fonts, and
icon elements for the landing page to ensure there was consistency
with the other pages on the website.
- Make content easy to digest. A list summary of
benefits conveys important information, without bogging the page
down with too many details. Your audience has an average attention
span of about 8 seconds. Make an impression and avoid graphical
clutter by using bite-sized phrases and sentences. Also, be sure to
do your research for the most commonly searched keywords in your
geographic area. Making your landing page search engine optimized
will allow you to rank higher in online searches.
- Include trust indicators. Using provider
testimonials can drive home your point. After all, no one is better
at explaining why they love working at your organization than your
own employees. You can take it another step further by
incorporating video testimonials, to really capture the
individuality of each provider's story.
- Set up an easy conversion goal. Here's the
most important element of the entire landing page: You need to
include a Call-To-Action (CTA). This can be done with or without a
form. Make sure your CTA is clear and eye-catching, and make it as
streamlined as possible, so users don't need to click multiple
times to arrive at the end goal.
Fortunately, Legato complemented the efforts of a selected
recruiting agency and was able to share in GI Associates' success,
as growth in this area was achieved. Of course, a digital strategy
is only one component of an overall recruitment plan. To maximize
your efforts, a unified, comprehensive strategy is most effective.
For more tips on physician recruitment, or best practices for your
website, consider using a Legato mentor as part of your team.
Contact us here.
Posted on January 18, 2018
Fad diets don't work.
After all, we all know that living a healthy lifestyle is based
on changing long-term behavior. Think, and act, in a whole
new way. This year, take that same philosophy in how you
market and grow your rural healthcare organization.
In our next National Rural Health Association (NRHA) webinar:
"New Year, New Habits: Positive marketing changes
in 2018 to grow your rural hospital," you'll learn
helpful tips to change your marketing mindset. Despite the
challenges of rural health, you can, as many others do, increase
volumes and revenue, and substantially reduce out-migration.
We'll cover these 10 guidelines in detail:
1. Learn from the past year
2. Form specific, measurable and achievable goals
3. Develop a plan that drives your strategy
4. Stay disciplined to your plan
5. Engage employees, providers, and board in the solution
6. Examine problems and solutions from new and different
7. Engage with the community and patients in a meaningful
8. Understand how patients search for you online and cater to
9. Demonstrate the patient experience through memorable and
10. Communicate with providers and set expectations that
marketing is a two-way street
Attend Our Upcoming Webinar
Register for our
upcoming webinar, January 31 at 2:00 CDT "New Year, New
Habits: Positive marketing changes in 2018 to grow your rural
hospital," presented by Mike Milligan, President of Legato
Posted on January 11, 2018
How search engine optimization can help your rehab center
attract more clients
Unless you're knee deep into digital marketing, SEO or search
engine optimization, might seem like a mysterious, confusing
concept. In reality, it's more of a science than an art form. As an
addiction and behavioral health treatment provider, you monitor
your patients closely, watching for trends and behavioral triggers.
You also likely use outcomes as the basis for your treatment
SEO works much in the same way. But, before diving in, it's
important to separate SEO from Pay-Per-Click, or PPC, which is when
popular search engines like Google allow businesses and individuals
to buy ad listings on their search results. The business or
individual bids on specific and relevant keywords they want to
target. When their target audience searches for a keyword, their ad
listings appear above or below organic search results. The business
or individual only pays the search engine when an ad is clicked
Recently, Google made headlines by limiting PPC search terms for
addiction treatment to protect those seeking treatment from
misleading advertising. These limitations are good for patient
safety and also increase the importance of a solid inbound
Modern age of patient acquisition
SEO is different from PPC; it's the practice of improving your
website so that it attracts more visitors from search engines. It
helps put your content in front of a relevant target audience at
times when they are searching for solutions that you offer. SEO
turns strangers from search engines into new visitors on your
When thinking about your SEO, it's essential to understand that
62% of people use smartphones to search for health-related
information. Compared to desktop computer users, people searching
on a mobile device are more likely to actually contact the
facility. This tells us that your future patients want access to
information quickly and while on the go. It also reveals that if
they can find what they are looking for, they are willing to 'pull
the trigger' and visit your website, submit a form, or make the
Like you, your competitors are online and fighting for
shelf-space. That's why good SEO is so important. By choosing the
right keywords, you will increase your visibility, draw valuable
visitors to your website, and be competitive in local searches.
And, when you increase your visibility, you also build trust and
increase your credibility.
To learn more about digital marketing strategy for your
behavioral health organization, contact us.