Digital Strategies to Help Recruit Physicians to Your Specialty Practice

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 practice GI 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:

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

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10 Mandatory Marketing Tenets to Grow Your Rural Hospital

Posted on January 18, 2018


10 Mandatory Marketing Tenets to Grow Your Rural Hospital

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 perspectives

7. Engage with the community and patients in a meaningful way

8. Understand how patients search for you online and cater to their needs

9. Demonstrate the patient experience through memorable and meaningful experiences

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 Healthcare Marketing.

Register Here


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SEO: Smoke and Mirrors or Science?

Posted on January 11, 2018


SEO- Rehab Blog

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 protocols.

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 on.

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 strategy.

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 website.

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 call.

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.

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