How Mobile Marketing/Social Media Can Help Health Care Recruiters Fill Positions

THE POWER OF MOBILE FOR RECRUITMENT A PRIMER FOR HEALTH CARE PROFESSIONALS presented to Philadelphia Area Association of Health Care Recruiters by Scott Bronenberg Michael Candelori Bob Bentz

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> Innovative Text Message Marketing Platforms > Customized mobile consumer engagement solutions

> Mobile Microsite production - responsive design + development > Turn-key mobile promotion execution & management.

> Mobile app development > Mobile Ad targeting consulting, placement, and activation

We help clients develop a complete mobile strategy.

MOBILE HAS

CHANGED

EVERYTHING

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Some of us will have the mobile number we have today

for the rest of our life!

YOUR PHONE # IS YOUR MOBILE-DIGITAL DNA

FOR MOST PEOPLE, THEIR PHONE IS WITHIN ARM’S REACH 24 / 7 / 365 THE AVERAGE PERSON CHECKS THEIR SMARTPHONE 110 times per day THE AVERAGE NUMBER OF MINUTES SPENT ON FACEBOOK MOBILE 228 minutes/wk (32/day) Sources: Locket, Inc.; AllThingsD.com # P A A H C R

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DIGITAL OMNIVORES OWN A TABLET & SMARTPHONE

Oncologists – 59% Cardiologists – 54% Primary Care – 48% Psychiatrists – 44% Nurse Practitioners – 40% Physician Assistants – 30%

THE MOBILE REVOLUTION Mobile Use Among Healthcare Professionals

Source:  Epocrates    # P A A H C R

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THE MOBILE REVOLUTION Mobile Use Among Healthcare Professionals

Sources:  Spring  Publishing  Company  2013,  Spyglass  Consul=ng  2012    

74.6% of nurses and nurse trainers surveyed own a smartphone or tablet.

69% of nurses use their device at their job.

53.6% of nurses have purchased medical eBooks and apps on their device.

The king of all medical apps, Epocrates enables care professionals to review drug prescribing and safety information, select health insurance formularies for drug coverage information, perform calculations like BMI and GFR and access medical news and research.

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You can't ignore the numbers. More than 50 percent of Twitter's 200+ million users use Twitter on mobile, and 200+ million YouTube views occur on mobile devices every day.

This year, mobile internet use will surpass desktop.

“Old” social networks like Facebook have been forced to refocus their efforts on the mobile world. New platforms like Vine and Snapchat were built in the mobile space from the ground up.

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MOBILE TARGETED ADVERTISING The Big Gap: Mobile Ad Spend vs. Consumption

MOBILE USE SHARE IS EXPLODING

NEARLY DOUBLING IN

THE LAST 12 MONTHS

… yet only 4% of ad budgets are spent on mobile advertising.

MOBILE TARGETED ADVERTISING The Power of Targeting Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before. The building blocks of campaign design include: GEO-FENCING No more wasted spend – only advertise to users within an area defined by zipcode, radius, or unique polygon. DEMO-TARGETING Only reach the users who meet a target profile of interest, behavior, level of education, group association… DAYPARTING & GEO-TARGETING/CONQUESTING Spend ad dollars whenever and wherever makes the most sense – i.e., target nurses working night shift at local critical care facilities.

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WEB-­‐BASED   IN-­‐APP  

Will  run  on  a  web  page  just  like  an  online  campaign,  restricted  to  mobile  device  

Runs  only  within  apps  downloaded  to  smart  phones  

Dual  HTML5/Flash  publishing,  or  GIF/JPG  recommended  

Same  crea=ve  file  type  restric=ons  

PlaQorm  targetable,  or  agnos=c  

PlaQorm  targetable,  or  agnos=c  

Some  rich  media  op=ons   More  rich  media  op=ons,  availability  well-­‐documented  

Some  ad  sizes  can  run  on  feature  phones  as  well  as  smartphones  and  tablets  

Will  not  run  on  feature  phones,  will  run  on  smart  phones  and  tablets  

MOBILE TARGETED ADVERTISING Mobile Display Targeting Options

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iPhone 300x250 & 320x50

iPad 300x250, 728x90, 120x600 & 468x60

Android 300x250 & 320x50

Windows Phone 7 480x80

MOBILE TARGETED ADVERTISING “Standard” Banner Sizes

With the ever-rising number of devices in the field, online ad platforms have decided on a number of relatively standard specs for banner ads. Optimizing creative for every platform is another story!

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MOBILE TARGETED ADVERTISING Optimizing Standard Banners The most common and usually lowest-CPM ad inventory is found with standard still image banners. Lower prices allow a larger number of impressions, but care must be taken to design creative that rises above the noise.

^  Clear  call  to  ac,on  &    simulated  interac,vity.  

Use  bulk  impressions  to  reinforce  brand  messaging.  ^  

^  High  contrast  &  clean  text.  

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MOBILE TARGETED ADVERTISING In-Banner Video

In-banner video allows the user to play a streaming video clip within the ad itself.

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The Fullscreen Interstitial Video unit is displayed during a pause in the user cycle (i.e., app loading; data updates) and can be either user-initiated or set to autoplay. Supported on almost all mobile platforms and devices.

MOBILE TARGETED ADVERTISING Fullscreen Interstitial Video

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In the app or web space, expandable rich media ad components allow a tremendous variety of features within the ad unit itself.

MOBILE TARGETED ADVERTISING Expandable Rich Media

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MOBILE TARGETED ADVERTISING Mobilized Landing Pages & Lead Tracking

The most important part of successfully executing a mobile ad campaign is sending interested users to a mobile-optimized destination.

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MOBILE TARGETED ADVERTISING Instant Backend Access & Follow-Up

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SOCIAL-MOBILE ADVERTISING Targeting PEOPLE not PLACES

Traditional mobile ad buying is based on geography, basic demographics and device – i.e., “serve this ad to tablet users 21+ within a 1-mile radius of Abington Hospital.” Ad targeting on social networks is entirely different and extremely powerful. Instead of just casting a net over a strategic geographic area, these platforms allow you to pinpoint precisely the users who are most likely to be interested in what you’re promoting. Where do these networks get their data? We all volunteer it, every day!

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SOCIAL-MOBILE ADVERTISING Facebook “Lookalike” Modeling

Facebook’s powerful ad platform is designed to target native ads to the users most likely to respond. This is done with a combination of geographic definition and user traits – demographics, interests, and behaviors.

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SOCIAL-MOBILE ADVERTISING LinkedIn Targeting: Industries, Titles & Groups Beyond the traditional LinkedIn Job postings, recruiters can design a brand-building recruitment campaign using native ads on users’ homepage feeds.

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Great, I’m sold. Where do I start?

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Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high. But the process can become confusing fast.

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Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high. But the process can become confusing fast. Let’s simplify.

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Define your Define your Define your

GOALS. AUDIENCE. INVESTMENT.

How many applicants do you expect? How can you maximize each brand impression? How will you define success?

What is the area you want to focus on? What are some aspects of an ideal target? What are your strongest non-digital channels? Who exactly are you trying to reach?

How long is the recruitment window? How many positions are open? What % of your budget can shift into mobile?

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Ready? …take your hands off the side of the pool!

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Scott Bronenberg [email protected] 610-994-1850

Sandy Miller [email protected]

856-795-7391 x191

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TEXT RECRUIT TO 84444 OR VISIT healthcare.atsmobile.com.