We Are, Marketing Happy - A Healthcare Marketing Podcast Jenny Bristow, CEO at Hedy and Hopp

Recruiting marketing is gaining attention as organizations slightly shift their focus from patient acquisition to recruitment. In this week’s episode we plan to guide you through the key aspects of developing a successful recruiting marketing strategy.

 

In a previous podcast episode, we discussed the foundations of recruiting marketing, emphasizing the importance of the internal marketing team partnering with HR to understand marketing and positioning goals. Today, we tackle specific questions and provide advice to help you succeed.

 

Questions Answered:

1. Do we need a recruiting section on our website?

Yes! It's crucial to communicate your organization’s differentiators. Be sure to create a content strategy around it with a clear call to action.

2. Who should own job descriptions and promotions?

Successful strategies involve collaboration between the marketing department and HR. It’s important to think about all content, including job descriptions, as part of your marketing efforts.

3. How can we improve the application process?

Test the application process, especially on mobile devices, and make necessary modifications to improve the candidate experience.

4. What should be our follow-up timelines?

Measure the time it takes to follow up with applicants and establish desired response timelines from that information. Explore automation options to increase efficiency if needed.

5. Which recruitment channels should we use?

Consider platforms like Facebook, Instagram, Google search, and programmatic advertising. Focus on where your target candidates spend their time.

 

Connect with Jenny:

●        Email: jenny@hedyandhopp.com

●        LinkedIn: https://www.linkedin.com/in/jennybristow/

 

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

 

Give the previous podcast mentioned a listen if you haven’t already!

Unpacking Candidate Recruiting Marketing: https://podcasters.spotify.com/pod/show/wearemarketinghappy/episodes/Unpacking-Candidate-Recruiting-Marketing-e2f9gf4/a-aatvne0

If you a marketing leader or a member of a marketing team that is beginning the
process of tackling a website rebuild, this episode is for you! Jenny shares
five essential steps to focus on before you dig into the desired design of the
website:

 


Centering your “why”:
Understand why your website exists. Identify your primary, secondary, and
tertiary audiences (e.g., patients, HR/recruiting, foundation) and define
your calls to action.
Get tech savvy: Explore
how current technologies can help streamline processes. Brainstorm new
opportunities, like embedding a scheduling tool into service pages.
Design site
architecture: Create a sitemap. Review current analytics to see what
content works, what doesn’t, and identify content gaps.
Layer on SEO strategy:
Ensure your website is easy for search engines to index. Pay attention to
technical requirements and make sure the content flows well to rank
better.
Develop a measurement plan:
Decide how you will measure success, ensure compliance (e.g., patient
privacy for analytics), and streamline reporting.

After these steps, you can move on to wireframing and designing, either with your
internal team or a third-party vendor.

 

Connect with Jenny:
Email: jenny@hedyandhopp.com 
LinkedIn: https://www.linkedin.com/in/jennybristow/

 

If you enjoyed this
episode we’d love to hear your feedback! Please consider leaving us a review on
your preferred listening platform and sharing it with others.

When you hear “reputation management,” what comes to mind? For some, it’s online review management, which is indeed a vital component. However, it’s just one piece of the puzzle. In today’s episode, Jenny dives into the second crucial piece: shaping the online narrative about your organization. This is often intertwined with PR as it dictates how people perceive your organization. To effectively manage this narrative, follow these steps:

 

●        Craft and distribute surveys to gauge current perceptions.

●        Develop a four-step strategy to manage your online narrative: 

1.       Identify the core messages.

2.       Determine who the brand’s personality will be.

3.       Choose the best channels for content distribution.

4.       Plan your promotion strategy.

●        Allow sufficient time to push and monitor your content to accurately gauge its impact and audience perception.

 

Connect with Jenny:

●        Email: jenny@hedyandhopp.com

●        LinkedIn

 

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Healthcare marketers were thrown for a loop again a couple of weeks ago when the final ruling was released for the lawsuit by the American Hospital Association (AHA) against the Office of Civil Rights (OCR). The ruling threw out a key part of the 2022 bulletin but left marketers confused about what, if anything, they should do to modify their marketing analytics setups.

Listen in to learn:

●        The details of the AHA and OCR lawsuit and specifics of the ruling

●        How state privacy laws may change based on this ruling

●        FTC and civil lawsuit implications

●        Future privacy considerations, such as AI

●        Our POV of a brand’s privacy promise

If you’re struggling to answer questions to your leadership about how and what should change with your analytics setup, this is a must-listen-to podcast!



Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

 

Connect with Mark:

https://www.linkedin.com/in/markbrandes/

One of the things we love to do at Hedy & Hopp is getting time in front of our clients’ boards or leadership teams to present our marketing successes. It’s an exciting opportunity for us to share the story of how we’ve collaborated with our clients to support their organization’s business goals. In this podcast, Jenny outlines six tips for presenting to your board or leadership team.

1. Understand your audience


What is their background—are they clinical, finance, or operations?
What is their tenure at the organization
Identify key areas of interest

2. Understand why you are there


Understand why you were invited and key outcomes/information they expect
Ask how long you have (5 minutes or 20)
Get clarity on the depth of content expected

3. Link to organizational goals


Ladder ideas up to overall organizational goals

4. Key themes/Specific output:


Focus on the story you are telling first, then get into specifics.
Boards and leaderships focus on the picture and don’t want to know every tactical detail. 

5. Simplify language


Remove all jargon and acronyms, even something as simple as KPI.
Give your presentation as though the audience knows nothing about what you do on a daily basis.

6. Presentation style


Show up with energy and confidence!

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

One thing we enjoy covering on this podcast is up and coming tactics and terminology you need to know as a healthcare marketer. Though you may or may not choose to prioritize new tactics, knowing about them and not being surprised during a hallway conversation is key.

 

Today, we will cover the basics around SEO for generative AI platforms, specifically discussing:

 


What is SEO for AI

Essentially, how do you get your organization to show up in AI results, alongside relevant studies and data?

 

2. Acronyms you need to know

○        LLMO - Large Language Model Optimization

○        GEO - Generative Engine Optimization

○        GAIO - Generative AI Optimization

○        AIO - AI Optimization

 

3. What is LLM, why do you need to know about it, and how does it work?

When it comes to training AI models, there are mathematical models that help understand natural language, LLMs. Understanding even a little about how these LLMs train for relevance can help you optimize for AI.

 

4. Four cornerstones to thinking about SEO for AI

○        Be robust in your research and keyword identification to understand what real people are asking

○        Get official - include citations, relevant sources, and statistics

○        Make sure you’re technically sound; put keywords in your schema and code to make sure AI platforms can understand what your website is about

○        Traditional marketing and PR helps build your authority and trust - continue these efforts!

 

As promised, here are the resources we mentioned on the podcast:

●        Princeton University study on Generative Engine Optimization: https://arxiv.org/pdf/2311.09735

●        Search Engine Land’s breakdown of SEO for AI (and explanation of how LLMs work): LLM optimization: Can you influence generative AI outputs? https://searchengineland.com/large-language-model-optimization-generative-ai-outputs-433148

 

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/