Take a look at what we were up to and what’s on the horizon for 2019.
The US unemployment rate recently hit a 48-year low of 3.7 percent.
What does this mean for your practice when it comes to recruiting candidates? It means that qualified candidates have more employment options than ever.
Fortunately, there are many things you can do to set yourself apart from the practice down the road or any other employer the candidate may be considering, and it doesn’t involve rolling out a red carpet before every interview:
From the moment candidates walk through the door, they should feel welcomed and comfortable in your practice. Make sure your front office staff is aware of the interview and gets the candidate settled, including if they want water or coffee and/or a quick office tour. All interviewers should have read the candidate’s resume ahead of time so that they’re not reading it during the interview for the first time. This shows the candidate that you are serious about their candidacy and also allows you time to write down questions specific to their background. You may also want to allow a 10-15 minute buffer in your schedule before the interview for any last minute accommodations and to make sure that you’re not rushing into it or arriving late.
2. Extending an offer
You just had a great interview with a candidate and want to extend an offer. You should strive to make that offer within 24-48 hours of the interview, if not sooner. My mantra: time is a deal killer when it comes to recruiting. Any delay in extending an offer may result in the candidate finding an opportunity elsewhere. What if it’s the first candidate that you interviewed? Don’t get caught in the mindset that you need to see more candidates! If your first candidate has the right skill set and will fit into your office culture, why would you need to see more? As for the details of the offer, besides salary, what are some perks that will distinguish you from another employer? Can you offer health insurance/monthly healthcare allowance? A generous vacation package? Bonuses? Spontaneous awards? Think outside the box to win over that candidate.
Every interview experience is a branding exercise for your practice. The candidate is evaluating you as much as you’re evaluating them. An employment decision for anyone has many implications for their professional and personal lives. Even if you don’t choose to hire a candidate, you want them to walk away with a good impression of your practice. They will tell their family and friends (i.e. potential patients) about the positive experience they had with your practice and in turn, will convey to them if they had a negative interviewing experience. Before I came to work for Consult YHN, I interviewed at a local college to work on their co-op program. At the end, the interviewer handed me a coffee mug with the name of the college on it which left me with a great impression of the school and the interviewer. Think about what you can do at the end of the interview to give that good last impression to the candidate.
Implement these suggestions to be any candidate’s number one choice, even in this increasingly competitive employment market!
Or, even better, let Consult YHN help.
Not only can our recruiters fill open positions in any functional area of your practice, but they’ll assist with the entire hiring process, start to finish.
Talk to your AM or give us a call at 800-984-3272, ext. 228 for more information.
About the Author
Ira Disman joined Consult YHN in 2011 as the recruiter for home office and field sales positions. He started his career as an agency recruiter in the insurance industry and then worked as a Corporate Recruiter for the PWC Consulting practice and the software company Synygy/Optymyze. Ira holds a bachelor’s degree from Babson College and an MBA (Human Resources) from Drexel University. When not working, he enjoys getting his money’s worth on the golf course by hitting many, many shots during a round.
As Facebook has grown over the years into a rich platform for marketers and clinics to advertise and promote their services, it has segmented into three separate pathways for promotion.
So what’s the difference between the three pathways: regular posts, boosted posts, and Facebook ads?
Facebook Feed Posts
Regular Facebook Feed posts consist of updates and posts made on your clinic’s “timeline;” one that shows on the front of your business page in chronological order. This acts as a bulletin board for any potential client or former client to learn about your practice and peruse through any updates or information you have recently posted. These posts made on your page will be shown to approximately 1-2% of your fan base on average, as organic reach has steadily decreased over the past few years due to an over-supply of content on the platform.
As your page receives higher engagement and your posts are deemed more relevant to your audience, Facebook will show your posts to more users organically in their news feed. It is essential for all clinics and small businesses to have an active social media presence, as it has become a core search component when potential patients are researching about a product or service. The more updated and relevant content that a clinic has on their Facebook page, the more likely a patient will be interested in using them as a provider.
Boosted posts provide clinics or marketers the ability to amplify their regular page posts to a larger audience than Facebook would show it to organically. You are provided with a simplified set of targeting options, including age demographic and geographic location, and you are able to optimize your boosted post to receive more engagement or reach the maximum amount of people for your budget. You are limited with this promotion to strictly boost your post on the Facebook or Instagram News Feeds.
On the user-end, they will see “Sponsored” in the corner of the post on their news feed, just as it would had it been run through the Ads Manager. This simplifies the ad-building process into under a minute and makes it easy for clinics to add additional exposure to their page posts/updates. However, it does not provide you with complex options to fully target your audience, build campaigns, implement eye-catching ad styles, and the ability to optimize efficiently to deliver the best results like Facebook Ads does. This can be a considered a shortcut to give your posts a small but necessary “boost” of exposure.
Facebook Ads give you the ability to fully maximize the platform and deliver the best results for your campaigns. You are provided with a rich set of controls and campaign objectives, with the ability to optimize based on your goals of generating traffic, generating leads, sign-ups, or simply building brand awareness. Utilizing the Facebook Ads Manager enables you to utilize the varying ad styles most useful for clinics such as “Lead-Generation” ads or “Conversion,” giving you the flexibility to track the patient journey from seeing the ad to filling out a form. It also provides you with the tools to select the individual platforms your campaign should run on, whether it be on any of the varying ad spaces that Facebook, Instagram, Audience Network, and Messenger provides.
A/B testing is also provided so that you can truly test what ads work, and what ads are not resonating with your audience. Lastly, you will find better results in total reach, cost per impressions, total leads, and other key performance metrics by running Facebook Ads over simply boosting posts, as best practices follow building all ads through their back-end system.
Interested in learning more about how you can best utilize Facebook to grow patient leads?
Contact us here or give us a call at 866-950-3571 to get started!
About the Author
Ethan Bruno is the Search Marketing Manager at AudiologyDesign. He has an extensive background in digital advertising and brand development, working in a diverse set of verticals for small businesses, including healthcare, automotive, retail, non-profits, and e-commerce consumer products. Ethan is a Certified Facebook Blueprint Buying Professional and holds additional certifications in Google Analytics and Google Adwords. In his current role, Ethan plans, strategizes, and builds PPC and social advertising campaigns for hearing care practices throughout the US and Canada. He obtained his degree in Communications from Syracuse University and currently resides in New Jersey. In his free time, you can catch him sitting on a blanket at music festivals all over the globe.
As we look forward though, it’s important to reflect on the year that was. Take a look at what we accomplished for our Associates in 2017, and get ready, because 2018 is going to be even bigger and better.
About the Author
While it is true that advertisements don’t drive as much traffic as they once did, they are still effective!
In Consult YHN’s most recent ROI report (compiled from Associates’ marketing data), ads brought in a slightly negative ROI (-4 percent) and brought in few opportunities, BUT 72 percent of those completed appointments were converted to sales!
We also noticed that few Associates are running inserts, but those that do generate a positive ROI. In fact, of all the marketing initiatives, inserts delivered the highest conversion from appointments to sales (75 percent)!
The next time you weigh the options of advertising in your local publication, ask yourself these seven questions:
1. Is the ad at least a quarter-page?
WHY: If you want traction, your ad needs to be at least a quarter-page in size. Frequency in the newspaper is a tale of the past — if you want your ad strategy to be successful, run one larger ad once a month instead of smaller, weekly ads. In the hyper-competitive world of advertising we live in, frequency can become white noise. Allocate your budget to a larger ad or an insert that doesn’t run as often in order to make it stand out.
2. Is your logo and contact information prominent?
WHY: You would be surprised how many ads we review that neglect to list a practice’s name or their phone number! Beyond your contact information:
- Utilize your logo prominently to establish some brand recognition in your community.
- Calling out a landmark close to your office under your address can help provide easy reference.
- List your website URL under your address — it helps build your credibility as an expert in your field and your website is typically the place that individuals will go to after they see your ad and before they pick up the phone.
3. Do you have a call-to-action that encourages people to call the practice?
WHY: You need to tell people what to do with the information you give them. As simplistic as “Call today” or “Schedule an appointment” are, you would be surprised how effective these messages can be.
4. Do you highlight what makes your practice unique?
WHY: From a branding perspective, it is important to utilize your messaging to highlight what sets you apart from your competition. With the big box stores and OTC coming into play, you need to tell your audience why they should come to you instead of going to your competitors. Ask yourself if there are any services that you provide that no one else in the area offers. Have you been around longer or have more experience? Are you doing things in the community that no one else is doing? Your audience wants to know!
5. Is there an incentive that will entice them to call?
WHY: Incentives provide an added value to the services you provide. While everyone loves a deal (e.g., money or percentage off a hearing aid device or a free hearing screening), this doesn’t always have to be the offer. For instance, Consult YHN’s wellness initiative encourages practices to have “Lunch & Learn” events or educational seminars within the community, which could be your promotion. Ads receive a greater response rate when tied to an event where there is no commitment to buy vs. advertising an offer for a hearing device.
6. Is there an image that relates to the message?
WHY: It is important to feature an image in your ad that grabs your audience’s attention and visually communicates your message. We prefer imagery with multi-generational families or active seniors that the audience can relate to. If your message is focused on technology, include imagery of up-to-date hearing devices that showcase their sleek design and advanced features.
7. Are you optimizing your ad results?
WHY: Based on industry benchmarks, the average response rate for an ad is 1-2 calls per run. If you run an insert, then it is 10 calls per run (est. 30,000 distribution). The calls may convert to appointments and sales, but that is not always the outcome. While ads are typically seen as a branding awareness initiative, you can promote them through digital marketing or utilize your community network to gain more traction.
You should be allocating about 15 percent of your marketing budget towards print ads. While there has been a decline in response rates, it is still an important touch point that should be integrated into your multi-media marketing plan. If you have questions or need marketing help, the Consult YHN marketing team can review your existing ads and provide feedback, develop and release ads, and assist you with your overall marketing strategy.
About the Author
Lindsey Pierangeli joined Consult YHN in 2012 and serves as the Marketing Manager. Previously, she held marketing positions with advertising agencies and worked on accounts such as Amazon and Coca-Cola. Lindsey graduated Magna Cum Laude from Johnson and Wales University.