In the ever-evolving world of digital marketing, healthcare faces unique challenges. The regulations of the Health Insurance Portability and Accountability Act (HIPAA) have increasingly impacted every aspect of marketing, including analytics and campaign performance measurement. And in an era of data protection, adding to that burden are sensitivity of location data and the complexities of email marketing.
These threats pose significant hurdles for healthcare marketing. In this article, we will deep dive into these looming threats, exploring their implications and offering potential solutions to navigate these choppy waters.
Imagine a world where every click, every scroll, every interaction on your website is scrutinized under the stringent lens of HIPAA regulations. Welcome to the reality of healthcare marketing post-December 2022. The Office of Civil Rights (OCR) under the Department of Health and Human Services issued a bulletin that redefined the scope of HIPAA, explicitly expanding protection to include future patients (not just current and past), as well as extending it to online tracking technologies like pixels or analytics.
This new guidance deemed that these technologies disclose electronic protected health information (ePHI), a term that now includes datapoints like IP addresses, device/advertising IDs, and geographic locations. What does this mean? Nearly anyone visiting your website could be considered a current, past, or future patient, and therefore their personal data must be protected.
Fast forward to March 2024, and the OCR reiterates its stance on tracking technologies. They also alleviated some pressure on pages unrelated to an individual’s healthcare, like jobs/careers or visiting hours, which would not indicate that the user has a patient relationship with the provider.
However, under both guidance releases, the OCR has stated that these technologies can still be used, as long as entities comply with HIPAA rules. But here’s the trouble — tech giants like Google and Facebook won’t sign a Business Associate Agreement (BAA), which is a contract that states both parties will appropriately safeguard the protected health information being handled and keep unauthorized users from accessing the sensitive data they receive. Without a signed BAA, any disclosure of protected health information is a no-go.
With warning letters, breaches, and lawsuits, the OCR and Federal Trade Commission (FTC) have demonstrated that they are serious. For example, the OCR and the FTC jointly sent warning letters in July 2023 to 130 hospitals and providers about the tracking technologies found to be present on their site. Then in April 2024, Kaiser Permanente announced a breach for having tracking pixels on their site that impacted 13.4 million individuals across multiple states. Lawsuits are even coming at state levels, with New York State Attorney General suing NewYork-Presbyterian Hospital for trackers.
The healthcare industry is in a conundrum. So, what’s the solution? Four main options have emerged for measuring campaign performance:
Run an internal site-side server to contain all data and analysis in-house.
Invest in a HIPAA-compliant analytics platform willing to sign a BAA.
Use CDPs and privacy filter platforms (with BAAs) as “middlemen” to deidentify user data before analysis.
Remove analytics altogether and rely on raw data reported by the media platforms.
The key takeaway? If you don’t have A, B, or C in place, get those pixels off your site! No matter how many times Google Ads, Facebook, or any media platform encourage you to track for conversions or say they can “help you find similar audiences by uploading your customer list,” they aren’t trustworthy with users’ data without a BAA in place.
In a post-Dobbs world (the overturning of Roe V. Wade), sensitive locations have taken on a new importance. And it’s not just about where you physically are, but also where you are on the internet.
“Browsing and location data are sensitive. Full stop,” the FTC recently stated in a post discussing the privacy lawsuits it has been bringing. Even when stripped of traditional personally identifiable information (like name, date of birth, etc.), web browsing data is still considered sensitive. This has led to a slew of lawsuits against companies like Avast anti-virus software, location data brokers X-Mode and InMarket, and mobile mental health app Cerebral.
For healthcare marketers and advertisers, the OCR’s announcement in December 2022 expanded HIPAA-protected data to include unique identifying characteristics, numbers, or codes, which could encompass device IDs, which are used in retargeting and geofencing campaigns.
For those who aren’t familiar, geofencing is a hyper-targeted advertising strategy that uses GPS, Wi-Fi, or other location-based data points to set up virtual perimeters around a location and deliver ads to users who cross into that space. It has been highly effective for reaching new audiences based on their location behavior.
To this point, states are creating their own regulations around geofencing, even when it isn’t specifically related to a user’s healthcare. In July 2023, New York State passed a law that prohibits the establishment of a geofence or similar virtual boundary smaller than 0.35 miles around a healthcare facility to deliver digital advertisements to a person in that location, unless the advertiser is that healthcare provider.
This law, while intended to protect patients, has far-reaching implications on recruitment marketing, continued medical education promotions, business-to-business sales, and more. Other states like Connecticut, Nevada, and Washington have similar laws, and it’s only a matter of time before more states follow suit.
The FTC has stated they are even considering issuing privacy rules to restrict online behavioral advertising as a form of commercial surveillance. As advertisers, this raises concerns about reaching new audiences efficiently and effectively.
Email, a cornerstone of many marketing plans, surprisingly makes it to our list of threats. Given the recent changes in HIPAA compliance and data privacy, it’s very important to be sure your email marketing is up to date. We have identified four main questions to review your internal processes and practices.
The FTC enforces the “Controlling the Assault of Non-Solicited Pornography And Marketing” Act of 2003. The basics of the rule are:
The content cannot be misleading to the recipient. All emails must contain an accurate representation of the sender in the name and body copy, as well as a clear, nondeceptive subject line.
It also must provide an unsubscribe link. The Act requires an obvious link for recipients to unsubscribe from ALL of the sender’s emails.
It must include a physical mailing address in the body of the email. Yes, an address (a PO box is acceptable) where unsubscribe requests can be mailed is a requirement even in this digital age.
Fortunately, most email service providers (ESPs) have built-in enforcement mechanisms to avoid the most common mistakes, but it doesn’t hurt to double-check that everything set up years ago is still accurate. Both agencies and senders are responsible for compliance, so protect yourself by making sure your agency or partners have appropriate agreements (BAAs) and by thoroughly reviewing all tests for compliance in order to avoid fines.
Is your ESP and/or Customer Relationship Management (CRM) HIPAA-compliant with a BAA in place?
Your first-party email list includes HIPAA-protected ePHI such as email addresses and names, and the platform can identify the content users interact with, so ensuring compliance in this area is crucial.
For instance, Mail Chimp, a popular ESP, is not HIPAA compliant. Constant Contact does offer HIPAA compliance, but only at certain subscription levels. Similarly, Campaign Monitor and Active Campaign are HIPAA compliant, provided you make the effort to get a signed BAA.
Do you follow best practices such as having double opt-ins and segmented lists?
These two practices ensure a balance between effective marketing and user privacy.
Double opt-ins, a method of obtaining explicit and unambiguous consent from users, have grown in popularity since the introduction of the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA). This practice of having the user confirm their sign-up for an email list via a confirmation link or code sent to their email is now considered a standard setup for email sign-ups. This will help reduce your reports of spam emails, increasing your chances of making it into the user’s inbox.
Another common practice is segmented lists, which allow users to subscribe to multiple “newsletters” or topics based on their interests. There are a number of ways to facilitate this — from service line, stage of life, or geographic location/region to a general monthly update or a recipe of the week from your dieticians and nutritionists — the options for engagement are endless. This approach allows for semi-personalized emails in a compliant manner and keeps users within your network, even if they opt out of one list because it no longer suits them. However, it’s important to remember that providing an easy way for users to opt out of ALL messages is a requirement of the CAN-SPAM rule, so remember to include that on your subscription management page.
Are you making it out of their spam filters in Google and Yahoo?
In February 2024, Google and Yahoo mandated increased email authentication rules, including implementing SPF/DKIM/DMARC email authentication for the domain, ensuring valid forward and reverse DNS records, using TLS connections for email transmission, formatting messages according to the Internet Message Format standard, and maintaining spam rates below 0.10%.
Aside from taking the verification steps, maintaining low spam reporting rates is going to be key to remaining visible in users’ inboxes. We recommend doing list maintenance regularly, including running bounce reports, removing catch-all/no-reply emails, duplicates, and obvious misspellings.
The world of marketing is evolving, especially for healthcare, and we must adapt to it. Don’t let these threats hinder your progress. Equip yourself with the right tools and strategies to navigate the ever-changing digital landscape. We at Martin Communications are here to guide you every step of the way.
For more detailed guidance on how to elevate your strategies, enhance your image, or expand your reach, we’re just a click or a call away. Connect with us at martincommunicationsinc.com/work-with-us/ or dial 717.712.0980.
In an era when digital engagement is more crucial than ever, trade associations in Pennsylvania must adapt and thrive through effective digital marketing. The following information aims to help association professionals refine their digital marketing approaches for maximum impact.
The Digital Imperative
As the digital landscape evolves, with internet users spending an average of over 6 hours online daily, the importance of engaging digital media channels becomes even more pronounced. This shift underscores the necessity for associations to not only maintain a presence online but to leverage these platforms for growth, targeted communication and cost-effective marketing solutions.
By embracing digital media, association executives can bring the following benefits to their organizations:
Increased reach
Improved communications
Lower costs
Trackable engagement and instant feedback
Before they can achieve these gains, leaders must first understand their audience.
Understanding Your Audience
The Key to any successful marketing strategy is a deep understanding of your target audience. Associations should investigate critical questions regarding their members’ demographics, online behaviors and communication preferences.
Who benefits most from our services or membership?
What are the demographics of our ideal members?
Where do our potential members spend their time online?
How do they want you to communicate with them?
By answering these questions, the general audience of an association can be further defined and broken into segments. These segments can be broken into personas, with both tools set to power an effective communication strategy.
What is segmentation?
“Segmentation in marketing is a type of strategy that allows you to aggregate potential and existing customers into subgroups based on shared characteristics, such as age, location or past shopping behavior.” (mailchimp)
Understanding your audience will help association leaders:
Tailor their communication; understanding the audience enables them to craft messages that speak directly to their interests and needs, making marketing efforts more relevant and engaging.
Increase engagement; segmentation and adherence to targeting only applicable personas ensure that content and communications are targeted to the right people, leading to higher engagement rates.
Use resources efficiently; by focusing on segments most likely to respond, associations can allocate their marketing budgets and efforts more efficiently, achieving better results with fewer resources.
Digital Platforms for Engagement
Social Media
Choosing the right social media platforms is vital for effectively reaching your audience. The decision should be informed by where potential members are most active and the types of content they engage with. Platforms like Facebook, Instagram, LinkedIn, TikTok and YouTube offer varied opportunities for connecting with audiences, necessitating a strategic approach to content creation and distribution.
Remember, the use of a platform by the association team does not indicate it is used by the target audiences. You are not your audience. Determining the correct channel will depend on actively listening to members and basing the decision on where to focus resources on their responses.
Content Marketing
In marketing, content is paramount. Beyond posting on social media, successful content marketing involves creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. This approach not only enhances your association’s visibility and appeal but establishes your association as a thought leader, enriching your community and fostering loyalty.
In content marketing, strategies for engagement and community building are pivotal. Focusing on fulfilling a specific need ensures relevance, while consistency in messaging reinforces brand reliability. Humanizing the brand, sharing unique perspectives and steering clear of overt sales language deepen the connection with the audience. Striving to excel in your niche not only sets you apart but also cements your status as the go-to source, fostering a loyal and engaged community around your brand and offerings.
Excelling at content marketing is a long-term, always ongoing project, but the time spent can build better relationships with current members and ease discovery from potential new recruits.
Email Marketing
Email marketing continues to be a potent tool for associations, capable of driving significant engagement and conversions. Adhering to best practices in email design, targeting and database management is essential for maximizing the impact of your campaigns. Metrics such as open rates, click-through rates and conversion rates are critical in measuring success and refining future strategies.
Digital marketing presents unparalleled opportunities for trade associations to connect with and expand their membership. By deeply understanding their audience, strategically choosing digital platforms, creating compelling content and effectively utilizing email marketing, associations can strengthen their community and advance their mission in the digital age. Embracing these strategies not only enhances communication with the audience but also sets the stage for sustained growth and success.
2023 has been a pivotal year for Martin Communications, marked by changes and achievements that underscore our dedication to delivering unparalleled services to our clients.
Strategic Leadership for a New Era
The appointment of Barb Martin as president heralded a fresh perspective on leadership. Under her guidance, we have refined our strategies to better align with the evolving needs of our clientele, ensuring that we remain at the forefront of marketing innovations.
“In this new chapter at Martin Communications, we’re focusing on what matters most: being innovative and effective for our clients. We’re not just keeping up with changes; we’re at the forefront, leading the way. We aim to stay ahead, providing our clients with the best strategies to succeed in their markets.”
Barb Martin, President
Celebrating Diversity and Inclusion
Our certification as a diverse business by the Women’s Business Enterprise National Council (WBENC) and the Pennsylvania state government is not just an accolade; it reflects our commitment to creating inclusive strategies that resonate with a broader audience. This diversity in thought and approach is vital in crafting more effective and comprehensive marketing campaigns for our clients.
“In our company, having different voices, lived journeys, and ideas are important. This diversity helps us understand and meet our clients’ needs better. It’s all about making sure everyone is heard and valued, and that’s what we aim for at Martin Communications.”
Emily Marrs, Office/Finance Manager
“Winning awards isn’t just a target for us; it shows how much we care about doing great work for our clients. It’s about more than just creativity—it’s about ensuring we’re truly helping our clients succeed in every project.”
Michael Keesee, Art Director
Embracing Tomorrow
As we move into 2024, our primary focus remains on maintaining the high quality of service our clients have come to expect from Martin Communications. Building on this foundation, we’re integrating advanced technologies like artificial intelligence to enhance our marketing strategies. AI will enable us to offer more personalized, efficient solutions, keeping our clients ahead in their respective markets.
Moreover, we’re deepening our commitment to diversity and inclusion. We aim to create more resonant and effective marketing campaigns by embracing diverse perspectives and backgrounds. This approach is not just about being socially responsible; it’s about being more innovative and attuned to the global marketplace.
Finally, our team is set to expand, bringing in fresh talent and ideas. This growth is critical in supporting our clients’ evolving needs, ensuring we continue offering innovative, tailored solutions in an ever-changing business landscape.
“We’re heading into 2024 with great enthusiasm at Martin Communications. It’s a time of growth and innovation for us. It’s an opportunity to combine technology, diversity, and fresh talent with our long history of outstanding service to provide even better results for our clients.”
Barb Martin, President
In 2024, Martin Communications is all about blending quality, innovation, and diversity to drive success for our clients in exciting new ways.
Thank you to our clients and vendors for being integral to our journey. Let’s make 2024 a year of even greater achievements and successes.
In the modern advertising landscape, inclusive marketing defines the essence of being a brand with a vision. It transcends the concept of surface-level diversity to weave the principles of diversity, equity, inclusion, and belonging into the very fabric of a brand’s narrative.
Inclusive marketing is a deliberate strategy that moves beyond the mere inclusion of diverse faces in a campaign. It’s about purposefully recognizing who has been traditionally included in the marketing narrative and who has not—and making intentional choices to remedy this imbalance. It’s about widening the circle and shifting the center, ensuring that no single dominant lens dictates the story being told.
At its heart, inclusive marketing serves three foundational purposes:
Reflecting Community Diversity
True inclusivity in marketing means crafting messages that resonate with the real-world diversity of communities. It’s about understanding the cultural, ethnic, and personal identities that shape consumer experiences and reflecting these in every campaign.
Elevating Underrepresented Stories
Inclusive marketing is about giving a platform to those who have historically been sidelined. By doing so, it not only brings equity to the forefront but also enriches the marketplace of ideas with fresh and yet deeply personal narratives.
Confronting Cultural Biases
Traditional marketing has often perpetuated a homogenous view of society. Inclusive marketing shatters this by questioning and confronting ingrained cultural biases, thus fostering a broader, more empathetic understanding of the varied human experience.
Authenticity is critical in this approach—it’s not about including everyone for appearances. It’s about being purposeful in representation and inclusive by design, not by default. In doing so, a brand can craft an inclusive message that resonates with genuine intent.
Economic Rational
Inclusive marketing isn’t merely a moral compass for brands; it translates directly into tangible business results. Companies that have harnessed the power of representative advertising have seen significant financial benefits. According to the American Marketing Association (AMA), brands with the most representative ads observed an average stock gain of 44%. This statistic underscores the financial upside of inclusive marketing.
The economic rationale for incorporating inclusive practices early in the design and development process is equally compelling. Smashing Magazine highlights a stark reality: the business cost of amending a design after its completion can be a staggering 100 times higher than if inclusivity had been considered from the outset. This is a powerful incentive for brands to weave inclusivity into the fabric of their marketing campaigns from day one.
The consumer response to inclusive marketing is overwhelmingly positive. The AMA reports that 64% of consumers are more likely to purchase immediately after viewing diverse advertisements. This demonstrates that inclusivity in marketing can directly influence buying behavior.
Moreover, companies embracing inclusion and inclusive language have been shown to achieve 39% higher customer satisfaction, according to the Inclusive Language Handbook. This links inclusive practices to immediate sales and long-term customer loyalty and satisfaction.
Generational shifts further underscore the importance of inclusive marketing. A significant 49% of Gen Z consumers in the US have discontinued purchases from brands that failed to align with their values, as revealed by Microsoft’s research on “The Psychology of Inclusion and the Effects in Advertising.” This highlights the burgeoning expectation for brands to authentically represent and uphold the values of a diverse consumer base.
Learning More About Your Local Community
In inclusive marketing, a deep and nuanced understanding of the community you serve is indispensable.
The U.S. Census Bureau plays a pivotal role in this aspect. Tasked with the mission to serve as the leading provider of quality data about the nation’s people and economy, it equips marketers with essential insights into the fabric of their local communities.
Marketers can discern the demographic and economic characteristics that define a locale by engaging with census data. For instance, in the central Pennsylvania market, where 25% of residents speak a language other than English, marketers are provided with a clear directive to craft multilingual outreach initiatives. This adaptation ensures that messaging is not only accessible but also relevant to a linguistically diverse audience.
Beyond language, the Census Bureau’s data sheds light on the varying capabilities of a population. In the Harrisburg, Pa. region, an understanding that 3% of the population has a vision impairment, 9% has an ambulatory difficulty, and 8.5% has cognitive difficulties mandates a more thoughtful marketing approach. It necessitates content that is not only visually accessible but also mindful of mobility and cognitive experiences, ensuring all members of the community can engage with the marketing content.
Such granular insights are crucial for marketers aiming to align their messaging with the lived realities of their audience. Whether through alternative formats for those with visual impairments, easy-to-navigate layouts for those with mobility issues, or clear and simple language for those with cognitive difficulties, the goal is to create marketing that is seen, heard, and understood.
Accurate and timely data is the bedrock of effective inclusive marketing. While the U.S. Census offers invaluable insights into the demographic makeup of a community, its decennial nature means that the data might not always reflect the most current trends. To bridge this gap, marketers can turn to ongoing data collection services that offer more frequent updates and detailed consumer behavior analytics.
Nielsen Scarborough is a prime example of such a service, providing granular data on shopping patterns, media usage, and lifestyle trends across various demographics. Specializing in local and national consumer research, Scarborough’s coverage of over 100 local markets in the U.S. makes it an indispensable resource for marketers aiming for precision and relevancy in their strategies.
Consider the veteran audience in central Pennsylvania as illustrated by Scarborough’s data. At first glance, most of this group appears to be aged 60 and above. However, a deeper dive into the data reveals that a significant portion, 35%, falls within the 25-59 age range. Such nuances are critical, mainly when these age brackets exhibit distinct media consumption habits.
By leveraging Scarborough’s detailed analytics, marketers gain a richer, more nuanced understanding of their audience. This allows for the creation of targeted marketing campaigns that resonate with specific community segments, addressing their unique preferences and behaviors. For instance, understanding the media habits of the younger veterans in Harrisburg could inform decisions on which platforms to use for advertising, what type of content would be more engaging, and what times are optimal for messaging.
Such targeted insights ensure that marketing efforts are inclusive and effectively tailored, maximizing impact and engagement within the community. For a comprehensive approach, combining the broad demographic overview provided by the U.S. Census with the detailed consumer behavior analysis from Scarborough creates a robust framework for understanding and engaging with local markets.
To complement the demographic data gathered from sources like the U.S. Census and Nielsen Scarborough, customer surveys and community-oriented focus groups serve as the microscope for finer details of the community to be observed and understood. The importance of diversity in these qualitative research methods cannot be overstated, as it contributes to the depth and breadth of insights in the following ways:
Representativeness
Diversity in focus groups and survey respondents is crucial for capturing a cross-section of the community. This ensures that the insights and feedback reflect the larger population, enabling marketers to design campaigns that speaks to a broader audience, not just a select segment.
Multiple Perspectives
Individuals from varied backgrounds bring unique viewpoints shaped by their distinct experiences. Such a rich tapestry of perspectives can uncover a broader range of needs and preferences, highlighting opportunities that might otherwise be missed in a less diverse setting.
Avoiding Bias
A homogeneous group is often prone to “groupthink,” where similar opinions reinforce each other, eclipsing alternative thoughts. A diverse group mitigates this risk, offering a more balanced and comprehensive array of feedback and safeguarding against bias that could skew marketing strategies.
Inclusivity
Ensuring inclusivity in focus groups and surveys is about fairness and thoroughness. It allows for the voices of underrepresented or marginalized groups to be heard and considered, fostering genuinely inclusive marketing approaches.
Innovation
The potential for innovation lies at the intersection of different life experiences and perspectives. When diverse groups come together, exchanging ideas can spark creativity and lead to breakthrough concepts, setting a company apart in a competitive market.
Marketers can attain a deeper, more authentic connection with their community by prioritizing diversity in customer surveys and focus groups. The insights gained from these engagements are invaluable, shaping marketing strategies that are as effective as they are inclusive, ensuring that every segment of the community sees themselves reflected in the brand’s messaging.
Representing Your Audience Through Language
Language wields the power to include or exclude, to respect or offend. Its usage in marketing is not just about communication—it’s about connection. As the Inclusive Language Handbook notes, “Consistent use of inclusive language can have a significant positive effect on a company’s culture, performance, and profitability.” To harness this power, there are several guidelines to consider:
Put People First
Utilize person-first language to emphasize the individual rather than their condition or characteristic. For instance, “a person with diabetes” is preferred over labeling someone “a diabetic,” thus acknowledging their humanity before their health condition.
Use Universal Phrases
Idioms, acronyms, and jargon can be exclusionary. Phrases like “it’s chockers in here,” an Australian slang for “it’s extremely full or crowded,” may baffle those unfamiliar with the expression. Strive for clarity and universality in language to ensure broad comprehension.
Recognize the Impact of Mental Health Language
Casual misuse of mental health terms diminishes their seriousness. Avoid using clinical terms to describe normal variations in mood or behavior, which can trivialize real and significant health conditions.
Use Gender-Neutral Language
Replace gender-specific terms with inclusive alternatives, such as “humanity” instead of “mankind” or “police officer” in place of “policeman.” This simple shift can make language more inclusive of all genders.
Be Thoughtful with Imagery and Symbolism
Symbolic language often carries hidden connotations. Instead of saying “a black mark” on someone’s record, opt for “a stain” or “blemish,” which have less historical and cultural baggage.
Clarify and Communicate
When in doubt, ask. Most people appreciate the opportunity to provide the language that makes them feel seen and respected. It is a no-cost strategy that can foster more robust, more respectful relationships with all stakeholders.
Embracing these guidelines enhances the inclusivity of marketing efforts and can lead to a more positive corporate culture and improved stakeholder relationships. In the end, the conscious use of language is not merely a matter of policy—it’s a practice that can elevate a brand to new levels of engagement and trust.
When marketers embrace inclusive language, they may sometimes face resistance to change. It’s important to remember that the evolution of language is supported by expert consensus. For example, since 2019, all four major English language style guides—Associated Press, Modern Language Association, American Psychological Association, and The Chicago Manual of Style—have endorsed using the singular “they.” This move underscores a broader societal shift toward recognizing and respecting the fluidity of gender identity.
Here’s how marketers can stand firm in their inclusive language choices:
When facing skepticism, point to the recommendations of respected style guides, which reflect contemporary usage and support inclusivity.
Share the rationale behind the changes, which often includes a desire to respect individual identity and avoid assumptions.
Emphasize the positive impacts of inclusive language, such as improved customer relations, brand perception, and employee satisfaction.
Cite studies and industry examples that demonstrate the effectiveness of inclusive language in reaching broader audiences.
By leaning on the authority of established style guides and the evidence of their acceptance, marketers can confidently advocate for language that is accurate and aligned with current best practices. This approach positions a brand as a leader in inclusivity and demonstrates a commitment to evolving with the times and respecting all consumers.
Representing Your Audience Through Imagery
Guided by the principle that no single image can encapsulate the breadth of diversity within any demographic, marketing imagery must be created with sensitivity and intent. Below are guidelines to ensure that imagery aligns with inclusive representation:
Diverse Representation
Recognize that diversity is multifaceted and cannot be portrayed through a single individual. Aim for a tapestry of images that reflect the variety within demographic groups, capturing a broad spectrum of individuals and their experiences.
Positive Depictions
Focus on creating uplifting and positive representations, particularly of underrepresented groups. Ensure that these portrayals avoid reinforcing stereotypes and instead celebrate the richness and complexity of diverse communities.
Adaptability to Change
Stay attuned to the evolving cultural landscape and be willing to revise imagery in response to new understandings and perspectives. A commitment to change is a commitment to continuous improvement in representation.
Avoiding Cultural Appropriation
Ensure authenticity and respect by avoiding cultural appropriation. This can be achieved by involving a diverse group of reviewers and creatives at every stage, from conception to final approval.
Inclusive Creative Teams
Build creative teams as diverse as the audiences you wish to reach. The variety of perspectives within the team can inform more nuanced and respectful imagery, leading to more authentic representations.
By adhering to these guidelines, marketers can craft imagery that appeals visually and resonates on a deeper level with audiences from all walks of life. This approach to imagery is not just about avoiding missteps; it’s about taking proactive steps toward a more inclusive and respectful visual narrative that aligns with the progressive values of a brand.
Building Accessible Content
Creating accessible content for all users ensures equal access to information and functionalities. The following is a checklist to start building accessible digital content:
Markup
HTML Headings: Utilize H tags effectively. They provide structure for the content, making it easier for people using screen readers to navigate the document.
Page Titles: Use the Title tag to give each page a meaningful and accurate title. This helps users understand the context and purpose of the page.
Visual Appearance
Image Independence: Ensure your page is fully functional even when images are not displayed. This assists users who use text-based browsers or have images turned off for speed or bandwidth reasons.
Zoom Compatibility: Design your pages to remain legible and usable when the content is enlarged up to 200%. This is crucial for users with visual impairments.
Dynamic Content
Alt Text for Images: All images should have alternative text that describes the image content or function. This description is vital for screen reader users.
Multimedia Accessibility: Provide audio transcripts, captions, and sign language translations for videos. This ensures that content is accessible to users with hearing impairments.
Forms
Confirmation and Undo Options: Allow users to confirm their actions and provide a way to reverse them if necessary. This prevents accidental submissions or changes.
Text Error Notifications: Present all error messages in text form, not as images, so that they are readable by screen readers and understandable without visual cues.
Testing
Comprehensive Testing: Conduct thorough testing with real users, including those with disabilities. Automated testing tools can help identify issues, but human testing is essential to understand users’ practical challenges.
Learn more by visiting the accessibility checklist available at NorthTemple.com. By adhering to accessibility principles, you ensure that your content is not only accessible but also offers a better user experience for all. Remember that accessibility is not a one-time task but an ongoing commitment to inclusivity in the digital space.
Downloadable Guide: 10 Tips to Improve Your Design
While much of the focus on accessibility is on digital content, applying the same principles to nondigital designs is essential. The following tips are derived from web accessibility best practices but are equally crucial for print and other physical media:
Contrast and Color
Use high-contrast color schemes to assist users with color blindness or low vision. Ensure that information is not conveyed by color alone.
Font and Styling Clarity
Choose fonts and styles that are easy to read. Avoid requiring users to use color or font style to understand the content.
Captions for Videos
Provide captions for all videos to ensure that content is accessible to users with hearing impairments or those in sound-sensitive environments.
Whitespace
Incorporate generous whitespace around elements, aiding users with visual impairments in navigating and comprehending your content.
Visual Hierarchy
Establish a clear visual hierarchy with distinct typography for headings and body copy and use graphical elements to delineate sections.
Gestalt Principles
Apply principles of visual perception to organize content in a way that naturally guides the viewer through the layout, such as the ‘L’ shape or ‘Z’ pattern reading paths.
Clear Call to Action
Clearly define the action you want users to take using visual distinction and directive language.
Simple Language
Ensure that all text is written in plain language to facilitate understanding.
Audience Consideration
Design with your intended audience, considering their abilities and ensuring inclusivity.
Continuous Improvement
Regularly evaluate and refine your designs for greater accessibility and inclusivity, staying abreast of best practices and user feedback.
Accessible design is not a static goal but a dynamic, continuous improvement process. By applying these principles, designers, and marketers can create content that is not only universally accessible but also offers a more engaging and inclusive experience for all users.
Building a Responsive and Inclusive Team
A team that reflects the diversity of its audience is more likely to produce work that speaks authentically to its audience. Building a responsive and inclusive group involves more than hiring practices; it requires an ongoing commitment to growth and learning. Here’s how organizations can foster such a team:
Leverage Internal Insights
Utilize the lived experiences of internal stakeholders to enrich campaigns. They can provide valuable perspectives that might not be present within the creative team alone.
Avoid Tokenism
Ensure that representation is meaningful rather than symbolic. No single person can represent the entirety of a diverse group.
Expand with Freelancers
Grow the diversity of your team by bringing in freelancers, especially for projects that require a specific understanding or cultural nuance that your team may lack.
Empower Team Members
Give team members the autonomy to propose and make changes. This encourages ownership and accountability for inclusive practices.
Learn from Mistakes
When errors occur, involve the team in understanding what went wrong and establishing protocols to prevent similar issues in the future.
Provide DEI Training
Offer ongoing training to update everyone on diversity, equity, and inclusion issues and best practices.
Encourage Open Dialogue
Create a safe space for open communication where team members can share diverse perspectives and ideas without fear of judgment.
Cultivate Respect
Build a culture where everyone is treated with respect and dignity and all voices are valued equally.
Encourage Empathy
Foster empathy within the team, prompting members to consider and understand the perspectives of various groups.
Celebrate Diversity
Acknowledge and celebrate the different backgrounds and perspectives each team member brings.
By incorporating these practices, an organization can build a team that is not only technically skilled but also culturally competent and responsive to the diverse world it serves.
Inclusive marketing isn’t just a strategy; it’s a commitment to reflect and respect the full spectrum of humanity in our brand narrative. Now is the time to embrace this path to enrich our brand and contribute positively to an increasingly diverse world. With each step toward inclusivity, we build a stronger, more connected community around our brand.
Don’t let the nuances of inclusive marketing be a roadblock. Reach out to Martin Communications and let us empower your brand to connect more deeply, engage more meaningfully, and grow more inclusively. Contact us today, and let’s craft a world of marketing that celebrates every voice.
Additional Resources
The Accessibility Checklist I Vowed I’d Never Write, NorthTemple.com
Authentically Inclusive Marketing: Diverse Lenses, Emerging Approaches, AndHumanity
Artificial intelligence (AI) has emerged as a transformative tool in the modern business world. Its tentacles spread wide and far, from chatbots for customer support to predictive analytics for market trends. However, with its myriad benefits come ethical, logistical, and operational considerations. For small to mid-size companies, striking the right balance is essential to ensure that AI is an enabler rather than a disruptor.
Understanding AI’s Role
Before diving headfirst into AI, companies must identify the problems they are trying to solve. Is it enhancing customer interaction? Streamlining internal processes? Generating new ideas for sales and promotion? Or predicting market fluctuations? By narrowing down the focus, businesses can avoid unnecessary costs and complexities.
Suggested Use Case: For a retailer, using AI to forecast inventory needs based on historical sales data and upcoming local events can ensure that they neither overstock nor run short.
Ethical Considerations
Every company, regardless of size, should have ethical guidelines for AI usage. This encompasses data privacy, transparency in AI decision-making, and ensuring AI doesn’t perpetuate biases.
“AI is an incredible advancement, but at Martin Communications, we recognize its strength lies in how we use it. Our ethical guidelines ensure that AI serves as an extension of our team, not a replacement. It’s our commitment to use this technology in a way that amplifies potential, aligns with our core values, and continues to foster the deep relationships we’ve built over the years. AI might be the tool, but our shared principles and dedication drive the narrative.” Barb Martin, President, Martin Communications
Suggested Use Case: A hiring firm might use AI to sift through resumes. Their guidelines should ensure the algorithm doesn’t favor or discriminate against candidates based on age, gender, or ethnicity.
Start Small and Iterate
Small to mid-size businesses (SMBs) don’t need to invest in large-scale AI projects immediately. Starting with smaller projects, gauging their effectiveness, and iterating based on feedback can lead to more refined and successful AI integrations.
Suggested Use Case: A local café could introduce a chatbot on its website to answer frequently asked questions about menu items, hours of operation, or special events.
AI as a Collaborative Tool, Not a Replacement
A common misconception is that AI threatens human jobs. AI’s primary role in small to mid-size businesses is as a support mechanism. It takes over mundane, repetitive tasks, allowing employees to focus on more strategic, creative aspects of their roles. Instead of replacing people, AI amplifies human potential, making teams more efficient and effective.
“In the world of art and design, inspiration has countless sources. With AI, we’ve added another brush to our kit that broadens our visual storytelling capabilities. It’s not about machines taking over creativity; it’s about enhancing our vision, refining our ideas, and pushing the boundaries of what we can visualize. AI is a collaborative partner at Martin, ensuring our creative spirit remains undiminished and ever-evolving.” Michael Keesee, Art Director, Martin Communications
Suggested Use Case: An event management company might use AI to handle logistical details like scheduling, venue comparisons, or attendee management. This frees the human team to focus on event themes, client interactions, and other high-value tasks requiring a human touch.
Employee Training and Engagement
AI’s introduction should be accompanied by staff training. This enables employees to utilize the new tools effectively and emphasizes the complementary nature of AI and human roles, mitigating fears and fostering collaboration.
Suggested Use Case: A community bookstore could train its staff to use an AI-powered recommendation system, enhancing customer experiences by offering titles based on previous purchases and preferences.
Continuous Review and Feedback Integration
AI isn’t a “set it and forget it” tool. SMBs should have mechanisms in place to regularly review the tool’s performance, gather feedback from stakeholders (both internal and external), and make necessary adjustments.
“Consistent review and feedback are crucial with AI. Like any strategy, its effectiveness lies in our ability to adjust and refine based on real insights.” Barb Martin, President, Martin Communications
Suggested Use Case: A financial consultancy firm might use AI to predict market trends. Regular review sessions could assess the accuracy of these predictions and adjust parameters accordingly.
Collaborate and Learn
Engaging with AI experts, attending workshops, or collaborating with tech firms can provide valuable insights. SMBs should always be on the lookout for learning opportunities to stay updated and ensure they’re leveraging AI’s potential responsibly.
Suggested Use Case: A regional political advocacy group might collaborate with an AI specialist to analyze social media trends and public sentiment. This partnership could enable them to tailor campaigns more effectively, engage with constituents on pressing issues, and monitor real-time shifts in public opinion.
AI is no longer the exclusive domain of tech giants. With the right approach, guidelines, and commitment to ethical and responsible use, small to mid-size companies can harness AI’s power to boost efficiency, improve customer experience, and drive growth. It’s a tool to elevate human potential, ensuring that businesses thrive and maintain their unique human touch.
Ready to explore the potential of AI for your business without losing the personal touch? At Martin, we bridge the gap between technology and authentic relationships. Let’s chat about how we can help your business embrace AI responsibly.
Martin Communications, Inc., celebrated as a full-service marketing and advertising agency with a forte in crafting tailored strategies and innovative designs, is thrilled to announce its national certification as a Women’s Business Enterprise. This honor is conferred by the Women’s Business Enterprise Council (WBENC).
“We resolve to be part of the solution, anchored in respect, teamwork, open-mindedness, passion, and a commitment to learning. This WBENC certification mirrors our pledge to diversity, reinforcing our belief that inclusion drives innovation and progress,” expressed Barb Martin, president of Martin Communications.
The WBENC’s certification, which entails thorough business evaluations and site assessments, validates the women-led foundation of a business. By partnering with such enterprises, corporations and governmental organizations emphasize their commitment to bolstering diversity, especially in Pennsylvania’s vibrant business landscape. Established in 1993, Harrisburg-based Martin Communications stands as a testament to the power of partnering with a diverse business, seamlessly merging creativity and technology while sharing business acumen to deliver top-tier communication solutions to businesses, large and small.
The evolution of Martin Communications saw a transformative chapter when Barb Martin, then Henderson, first stepped into its corridors in 2001. Initially seeking a few hours of work to aid her family’s financial well-being, her ascension through the company’s ranks was meteoric. From capturing minutes at meetings to media buying, Barb’s journey became intertwined with the fabric of Martin Communications. Her collaboration with the company Founder and then-President, Tom Martin, co-managing larger clients, underscored the value of a dual leadership approach, melding creative and media components flawlessly.
Barb’s dedication didn’t stop at managing tasks; she played a pivotal role in strategizing and directing the agency’s top-tier clients. Her 2013 promotion to Vice President was a testament to her indomitable spirit, unwavering dedication, and remarkable talent. By the time she took on this role, Martin Communications was already riding high on success, with commendable achievements like being recognized among the 50 Fastest Growing Companies in Central PA and winning numerous regional, national, and international creative awards. The upward trajectory, in no small part, is due to Barb’s consistent and profound contributions.
When Barb took the helm as the President and majority owner of Martin Communications, the legacy she’s crafted over the years beamed brighter than ever. She didn’t just step into this role with the experience of her predecessor, she did so with an intimate knowledge of the company’s mission, vision, values, and a rich history of policymaking, strategic hiring, and fostering trusted relationships. Most critically, Barb’s leadership ushers in an era where Martin Communications stands proudly as a certified diverse business in Pennsylvania and nationwide.
While we wouldn’t say TV is dead, we would say that the traditional structure that many of us are used to may become a thing of the past sooner than we were expecting. Study after study being released in 2022 and 2023 shows drastic and rapid changes in consumers’ media consumption patterns. (More on this below.)
Where Are We, and How Did We Get Here?
Consumers love choice! With the introduction of DVRs and on-demand cable content in the early 2000s, consumers got used to the idea of having what they wanted when they wanted it. At the same time, technology was advancing to allow companies to profile viewers and households. Put it all together, and we have a recipe for targeted video advertising based on location, interest, and even demographic or household details — just add content! And production studios have plenty of that available, originally through licensing deals, and now also through their own subscription services.
So here we are in 2023 with a plethora of streaming choices from premium-tier, ad-free subscription options and less-expensive ad-light versions of these same platforms to free services that always have ads.
If you’re a business-to-consumer(B2C) brand of any size — be it a nonprofit in need of volunteers, a healthcare provider seeking to reach new potential patients, or even a small remodeling firm — what should you be thinking about when it comes to streaming video?
First, Let’s Start with Some ABCs.
OTT, CTV, AVOD, Mid-Roll, VCR … the abbreviations used in media can be too much to keep up with sometimes. Let’s start at the very beginning.
OTT stands for Over-The-Top, a phrase that originated when people began adding internet service to their basic cable packages. OTT nowadays can generally be thought of as a catch-all term for any form of streaming video over the internet. This encompasses viewing on smartphones, computers and tablets, as well as television sets.
CTV means Connected TV, which is streaming content delivered via internet connected devices, such as Smart TVs and stick/box devices plugged in via USB or HDMI.
SVOD is subscription video on demand (think Netflix, Disney+, Hulu, etc.).
AVOD is advertising-supported video on demand, which is usually used to reference lower tiers of subscription services (the same services, but the less expensive versions, as well as options like YouTube or Amazon Prime).
FAST (free ad-supported TV) services are similar to SVOD and AVOD, but they are free, no subscription required (think of Tubi TV, Freevee, etc.).
Pre-roll and Mid-roll are terms for the placement of the video ad, typically when delivered via a website. “Pre-“ indicating before the main content like a movie preview at the cinema, and mid-roll meaning as an interruption video, like a normal ad break on TV.
No, VCR is not a reference to the 80s equipment. It stands for Video Completion Rate, which is a percentile measurement of how many users watched your video to its end. This mainly matters in digital video that isn’t shown through a television device, since those typically have very strong completion rates (the user doesn’t have an option to skip them).
For the rest of this article, we’re going to focus on AVOD and FAST categories of CTV in particular, as they have become the primary replacement for traditional, “linear” television with ads. (Linear referencing the way that programs are aired, in a line-up, by the way.)
Back to Our Initial Question: Should I Really Invest My Marketing Budget In CTV?
The short answer is: You should strongly consider it.
Streaming is where the largest audience share is. In August 2023, Nielsen reported that “streaming” set a record high of 38.7% share of TV usage the month prior (in July). And for the first time, traditional TV viewership in the U.S. dropped below 50%, with 20% viewing broadcast channels and 29.6% watching cable. These numbers have been trending in these directions for some time now and are projected to only become more disparate in the future with generational shifts.
Here are some of the PROs for utilizing streaming video ads:
1. This is a great option for those with smaller budgets or that have historically been unable to tap into traditional TV as an option because a broadcast DMA might be too large or cable zones may not quite line up with your service area, and purchasing multiple of these may be inefficient or out of the budget. Streaming video can be targeted by ZIP code making it highly focused and efficient.
2. Instead of the age-old TV conundrum of selecting what programming to purchase (especially if your budget is limited), buying streaming is like buying all of them in a way — you’re on whatever programming your target audience is choosing to watch.
3. Digital video platforms have targeting capabilities well beyond what linear television providers have to offer. While traditional TV has index data on who the largest viewing audiences are for certain shows and channels, your campaign is most likely going to be wasted on some who are not your target audience(s). Addressable video on demand is not a perfect science yet, and you can only target as narrowly as a household with a target individual than an exact person’s device while they are watching, but it may still be less overreach.
With that, you’re able to better customize the content. Are you looking to target just parents of school-age children, or maybe you prefer empty-nesters with high household income? Easily targeted with streaming video. Or perhaps you have multiple audiences? No problem. Each can get a version of creative that speaks to them.
5. Streaming video doesn’t have to be in lieu of, in fact it can be a complimentary tactic to linear TV. Advertisers can even run a test to analyze the effectiveness of each vehicle for your goals and target audience(s) to find the right mix between the two.
There are also a few CONs to consider:
1. The main thing is costs. If you’re not already producing video content, there will be an additional investment to do so. Multiple creatives are strongly recommended to avoid ad fatigue in longer-term campaigns, or to connect with different audiences as mentioned above.
2.If you’re used to digital display or social media pricing, there will be some sticker shock. CTV impressions will generally be at least four times more expensive than display banners.
3.Not all inventory is available to everyone — at least not yet. Netflix launched with access to just a few select ad partners and Amazon has some very large budget requirements that behoove national and coop advertisers. But Hulu has launched a beta program for advertisers with smaller budgets, and YouTube is easily accessible as well.
Final Words
As with any media campaigns in the digital realm, it is important to know what you are buying — always discuss brand safety guiderails, viewability, and inventory/delivery plans with your CTV video partner or agency.
And remember, true CTV is a branding vehicle only. You cannot expect immediate conversions on your website because these ads, while digital and not clickable to take a user straight to your website on the same device. Have your end goals in mind and be sure you have a plan to realistically measure the outcomes of the campaign.
Advertising is not a linear process; it’s a complex amalgam of interconnected specialties — strategic planning, creative development, media buying, and analytics, to name a few. Among these, one role often stands out for its cross-disciplinary influence and importance: account management. Good account management contributes significantly to the overall success of advertising campaigns, shaping outcomes and ensuring client satisfaction.
The Conduit of Communication
An Account Manager is the essential bridge between the client and the advertising agency. They communicate the client’s needs and objectives to the internal design and media teams and translate the agency’s ideas and strategies to the client.
For instance, when Pennsylvania Power and Light (PPL) wanted to increase awareness of its cost-saving program, the Account Manager facilitated the alignment of the client’s vision with the advertising team’s creative execution. This role of the Account Manager ensures that the client, the agency, and any outside vendors work harmoniously toward a common goal, avoiding costly miscommunication and misunderstandings.
The Architect of Strategy
Account Managers often play a significant role in crafting the strategic direction of campaigns. They understand the client’s business, industry landscape, and target audience — crucial insights that shape the campaign’s trajectory when bringing together design and media.
For instance, the success of the Pennsylvania CASA awareness campaign can be attributed to the strategic decision to focus on south-central Pennsylvania. This strategic decision, guided by the Account Manager’s understanding of the client’s goals, played a crucial role in the campaign’s outcome.
The Custodian of Client Relationship
Beyond managing campaigns, Account Managers are also responsible for nurturing the relationship between the client and the agency. They ensure the client feels heard, understood, and valued, ultimately contributing to long-term business relationships.
Our work with the Pennsylvania Psychiatric Institute (PPI) shows an example of this. The Account Manager’s ability to understand and cater to the client’s specific needs resulted in a dramatic increase in their online engagement, demonstrating the significant impact a good client relationship can have on a campaign’s success and the community the organization serves.
The Guide Through Rapid Change
In the ever-evolving world of advertising, quick adaptability is vital. Account Managers, with their holistic perspective, are often instrumental in identifying the need for rapid changes and are at the forefront of implementing these adjustments.
The advertising campaign for Community LifeTeam‘s EMT program illustrates this role effectively. Faced with a time crunch, the Account Manager swiftly devised and coordinated a strategic plan within the constrained timeline. Despite a small budget and a large geographic and demographic target, their efficient strategy led to an overwhelming response, closing the campaign within seven days due to the surge in applications. This feat exemplifies the critical role of the Account Manager in navigating fast-paced changes while ensuring the campaign’s success.
The Advocate of Empathy
Effective advertising requires a deep understanding of and empathy for the target audience, something Account Managers excel at. By representing the consumer’s voice within the agency, Account Managers help create campaigns that resonate more deeply with the audience.
In the wake of the challenges faced by teachers during the shift to long-distance learning, the empathy and understanding of our Account Managers helped create a thoughtful campaign acknowledging and appreciating educators’ efforts. This campaign resonated with the audience and successfully addressed a sensitive social issue, underlining the power of empathy in advertising.
Account Management is more than just a liaison role; it’s a multifaceted function that weaves various threads of an advertising campaign into a successful tapestry. At Martin Communications, we take immense pride in our Account Management team, recognizing their pivotal contribution to our campaigns’ successes. Through their efforts, we continue to deliver campaigns that not only meet but often exceed our clients’ expectations, reinforcing the value of quality management and deep relationships in advertising.
If you would like to learn how our team of experienced professionals can aid your business, contact us today.
The growth of the healthcare industry in recent years has been unprecedented, and with an expanding sector comes the challenge of hiring skilled professionals to meet the rising demand. While traditional methods like job postings, employee referrals, and career fairs remain valuable, they may not always suffice in this competitive landscape. Therefore, healthcare organizations are exploring innovative ways to engage and recruit high-quality candidates. Let’s delve into some of these alternative methods revolutionizing healthcare staff recruitment.
“Exploring new recruitment strategies is not merely an optional venture in today’s competitive healthcare landscape. It’s a necessity,” said Martin Communications President Barb Martin. “Embracing innovative approaches enables us to connect our healthcare clients with diverse, top-tier talent in meaningful ways, fostering a dynamic workforce that’s equipped to adapt, evolve, and drive forward the mission of delivering exceptional patient care.”
Leveraging Social Media for Recruitment
Social media has emerged as an impactful tool for connecting with a broader audience. Healthcare organizations can capitalize on platforms like LinkedIn, TikTok, or Facebook to endorse their brand and advertise job openings. Engaging content such as infographics, videos, and blog posts can be leveraged to reflect the organization’s culture, benefits, and career opportunities, attracting individuals who value a robust online presence.
Association Partnerships
Medical associations usually have a broad membership base that includes diverse healthcare professionals. By advertising job opportunities through these associations, healthcare organizations can reach potential candidates who are actively engaged in their field and who might not be reached through more general recruitment methods. Some associations have job boards or newsletters where organizations can post job opportunities, others may host career fairs, and some will allow the purchase of their membership list to be used for direct contact through email or mail.
Boosting Employee Referral Programs
Employee referrals have always been an integral part of recruitment strategies. Incentivizing these referrals can encourage employees to recommend high-quality candidates who might be a cultural fit and perform effectively. Incentives could include bonuses or extra vacation time, making this approach beneficial for current employees and the organization.
Targeted Advertising for Specific Audiences
Through targeted advertising, organizations can direct messaging about open positions to their desired audiences. These options can be targeted in two different ways. One, leveraging third-party data, qualified candidates actively looking for work in the chosen field can be reached and exposed to a message promoting the open position. This targeting method can be deployed through standard display banners, targeted email, or video. Two, competitor locations can be targeted using geo-fencing technology to expose their employees to recruitment messages to lure them away.
Building a Strong Employer Brand
Promoting an organization as a great workplace is vital in attracting top talent. Showcasing the unique culture, values, and benefits can set an organization apart from the competition and lure the best professionals in the field. Also, when attracting talent from outside the market, consider promoting the highlights of your community (arts, entertainment, education, etc.).
Promoting Diversity and Inclusion
Diversity and inclusion initiatives are integral to healthcare organizations today. They contribute to a more expansive candidate pool and foster a welcoming environment for all employees. A diverse and inclusive workplace resonates with social responsibility, enhancing the organization’s brand. However, more than the mere existence of these initiatives is needed; they must be actively promoted and communicated internally and externally.
Digital Conference Engagement
Medical conferences bring together passionate, driven professionals who are deeply invested in their field. Using geofencing technology at such events, healthcare organizations can target potential candidates actively seeking to advance their knowledge and networking in the industry. With limited travel budgets for human resource teams, geofencing conferences enable an extension of the healthcare systems presence to a wide list of conferences, both those attended and not.
Investing in Training and Development Programs
Offering opportunities for employees to learn and grow signifies an organization’s commitment to long-term success. Training programs equip employees with essential skills for the healthcare industry, like advanced clinical capabilities, leadership acumen, and tech skills. Highlight the availability of these programs in job posts and through internal and external communication.
Flexible Work Arrangements
Offering flexible work options like remote work or adaptable schedules can show that an organization values work-life balance. Such arrangements can improve job satisfaction, reduce stress, and, consequently, better retention rates.
Establishing Partnerships with Educational Institutions
Collaborating with schools and universities can be an effective way to tap into new talent pools. It provides students real-world exposure through internships or co-op programs, nurturing skills vital for a successful healthcare career.
“In the quest for excellence in healthcare marketing, we must recognize that our strength lies in our people,” said Martin. “The strategies we employ to attract, engage, and retain top talent must be as innovative and dynamic as the industry itself. Each alternative method we deploy in our recruitment process represents an investment in the future of healthcare—a future shaped by diverse perspectives, enriched by continuous learning, and dedicated to the unwavering pursuit of patient care.”
Alternative methods to recruit healthcare staff are not just necessary but crucial for organizations aiming to attract and retain the best talent. From social media marketing and content creation to diversity initiatives and educational partnerships, these strategies can help organizations build a robust workforce. This, in turn, will ensure the delivery of high-quality patient care and foster innovation in this rapidly evolving industry.
Do you need assistance reinvigorating your healthcare recruitment strategy? We can help. Email Help@MC-Martin.com or complete the form on our contact page to start the discussion on how to recruit the professionals you need in your healthcare system.
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
If you need some help with your advertising, customer communication, or media management, get in touch with us. We’re excited to learn more about your business!
