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EXPERTS IN HEALTHCARE MARKETING
Acquire New Patients. Increase Referrals.
Communicate Your Expertise.
The patient healthcare journey has changed. Patients prepare for their wellness journey in advance – researching their ailments, reading online reviews and seeking referrals, not from their primary care doctor, but from their social media circles. Patients walk into their healthcare providers more informed and with higher expectations for their care.
What It Means to You?
As healthcare providers, your marketing must adjust to this new patient path to care. That means using data to better understand your patient’s needs – both before, during and after your care. It means showcasing your expertise and providing that upfront information around conditions and treatments. It means being involved in the research and conversations taking place before patients even book an appointment.
PAMG Healthcare Marketing. has strategized solutions for healthcare providers grappling with the changing state of healthcare marketing. Our team of healthcare marketing strategists understand the best techniques to acquire new patients, increase referrals and communicate your expertise. Below are some of the strategies and resources that make PAMG Healthcare Marketing. solutions truly unique.
Strategies Grounded in Data
Our unique set of healthcare marketing data includes data sourced directly from hospitals, physicians, and healthcare providers to understand patient volume and propensity. We layer in local data related to medical claims index, the local rate of diagnosis, procedure and prescription information which together pinpoints high density communities for your marketing strategy.
Highlighting Your Expertise with Content
Research is central to the new patient path to care. Developing content and ensuring that it is seen by potential patients, positions you as a credible healthcare provider and a top-of-mind option for care. Whether as a written blogs, website content, social media posts or video all provide platforms showcase your knowledge and expertise to potential new patients.
Telling Your Brand Story
What procedures do you perform better than anyone? Why do patients love you? PAMG Health Marketing will use your unique strengths, and our marketing expertise, to differentiate you from your competitors while building your brand. Our team of talented creative designers conceptualize full campaigns showcasing your brand story.
Health Marketing Capabilities to Acquire Patients, Increase Referrals and Communicate Your Expertise
Our strategies and solutions are grounded in extensive and reliable healthcare market data – taking the guess work out of creative messaging, content creation, audience segmentation and media selection. Below are only a few of the healthcare marketing solutions PAMG Health Marketing utilizes to craft successful campaigns for healthcare providers.
SEO & SEM
Paid Social Marketing
Content & Distribution
Optimization & Reporting
Concepting & Scripting
Video & Photoshoots
Digital/Print Ad Creation
Interactive 3D Tours
Collateral & More
With an award-winning creative team, anything is possible.
Compelling creative is essential to any health-specific marketing plan. Our creative team crafts compelling videos, photos, display/print ads, content pieces and more to tell your story. Our creative team has won 7 International Video Awards and 20 New York State Advertising and Marketing Creative Excellence Awards (most by any media company in the state) since 2020.
See some examples of our healthcare creative chops
Discover our dose of marketing insights related to healthcare.
A Few of Our Health-Related Clients
Healthcare Marketing Success Stories
Increase patient volume and grow market share in the podiatry segment
A well-known practice and leading foot & ankle specialist wanted to increase patient volume and be positioned as the “go to” specialist in the market. The client’s goals: increase patient appointments, increase e-book downloads to educate on specialties and foot & ankle care, and increase market share.
The fundamental strategy of search complimented by targeted display on our premium publisher website was utilized to drive awareness and brand affinity and improve search results when patients were engaged in the “buyer journey.” Paid Facebook layered with our first party data, was another tactic utilized to target their best potential client and engage with that audience. The re-targeting strategy re-engaged their best potential clients during the selection process. The campaign is consistently monitored to establish trends and adapt tactics as their business needs change.
Create brand recognition and increase patient volume in three expansion market locations.
With 19 established offices in their primary market and three new offices in an expansion market, our client needed to create top of mind awareness, brand recognition and increase patient volume in the new locations. The secondary goal was to increase specific service line appointments in these three offices.
Awareness tactics were utilized to improve brand recall and engagement. Targeted display advertising and re-messaging with the optimal frequency offered the potential patients the opportunity to learn about this specialist while providing the instant credibility and lift in mid-funnel metrics from being on a premium publisher site. A paid social strategy using our first party data reached the best potential patients, drove engagement and provided warm leads for the offices.
Foster brand awareness for acquisitions and new hospital location and solve for the constant recruitment needs in a market with high demand.
This hospital system had built a new facility, acquired a smaller health system location and numerous private practice offices. The expansion in geography put them in direct competition with the other largest health system in the market. Brand awareness, community involvement and an impactful recruitment strategy were their goals to help acquire new patients.
PAMG created exclusive sponsorships built around an extensive suite of solutions and tactics in print and digital, editorial content and experiential marketing which offered unique opportunities to engage with the community at events and, overall, consistently being in front of the right audience at the right time.
To address the challenging recruitment needs an additional recruitment strategy was constructed using our virtual job fairs, display, dynamic video, OTT, specialty publications including a We-print insert and sponsor content to increase awareness, employer brand and educate potential candidates on why they should choose to work for this healthcare system.
Educate the market about their cutting-edge technology, seminars and expand their target market area. The secondary challenge is to promote their transition into a “Wellness Center” adding four specialty practices in a new facility promoting single-stop care.
This well-established, successful practice wanted to continue to expand its current patient base. A proprietary treatment option created the opportunity to expand their current market service area, increase appointment count, and test the market’s interest in in-person seminars again to educate on the technology.
The cornerstone of a search and display campaign created awareness in their expanded geography while driving a higher CTR on their search campaign. Creative was A/B tested to determine what resonated most with their best potential patients. PAMG used our data to target on Facebook in a social campaign which drove engagement and seminar registrants and was deemed successful with 12 registrants based on the ROI of a client. Video production and distribution was essential in telling the story visually and allowed potential patients to see the doctor and laser procedure.
Drive store and online traffic for a dispensary in a new market experiencing aggressive category growth.
This dispensary was new to the PA market and in 2020 three new chains had already opened with multiple locations establishing strong brand recognition and a loyal buyer base. Creating awareness, driving website and store traffic along with appealing to their audience in a different format were their goals.
PAMG’s strategy started with the goal of breaking through the noise, aligning this brand with our highly reputable content and audience and to appeal to their best potential customer in a fresh approach. The solution mix used Section Takeovers and contextually targeted display to offer relevant, high impact visibility and association. The social component, as an awareness tactic, encouraged engagement, interaction and sharing. Sponsorship of a PennLive Podcast (almost 500,000 downloads to date), offered host mentions and three :30 commercials. We refreshed the spots monthly to tell the story of the brand and their offerings.
What Our Customers Are Saying
When we first started working with the PA Media Group five years ago, our business was thriving. The challenge we faced was to find new ways to continue that growth, and PA Media Group has been instrumental in that process and outcome. They actively research and analyze data to offer innovative and impactful marketing solutions, and on more than one occasion I was surprised by their novel ideas. I greatly value their opinion, insight, and the education I’ve received as a marketer, and it is rewarding to work with a group that consistently is willing to go above and beyond to ensure our success. They are the definition of a true partner!
In a highly regulated industry, it is imperative to find a partner that understands the constraints but can identify the opportunities for creating a cohesive marketing plan. PA Media Group understood our restrictions from the beginning and knew the route to success. Visibility is another key in a business relationship for me. A lot of vendors make promises and then it is crickets. PA Media Group makes the promise, and it ends on delivery with their deep reporting, insights, and consistent communication. As a multi-state company new to Pennsylvania, PA Media Group’s market expertise gave us access to the local market with a local approach driving the right leads in the right communities, and ultimately, ROI. It is always great to talk about a partnership when you have so many great things to say!
Attracting top talent is difficult. The PA Media Group’s healthcare recruitment approach takes a look at the whole healthcare recruitment marketing funnel. We tell your business and culture story – what makes working at your hospital unique. We showcase your points of differentiation – pay, benefits, culture, etc. And of course we raise the profile of your open positions and connect you with qualified candidates looking for a change.
Let’s Discuss Your Healthcare Marketing
We have a proven strategy to help healthcare providers attract and retain patients.
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Highly competitive with a long decision cycle, traditional 4-year institutions should focus on effective branding as well as student and parent engagement. Laying a foundation for effective and inspirational storytelling will allow prospective students to not only be comfortable with a college choice, but also begin to envision a successful future at that college.
Our marketing approach for these schools starts with foundational and targeted messaging to teens, parents and teachers followed up by more specifically targeted content designed to appeal specifically to students' questions and interests around prospective college choices.
Blending online display, geo-fencing, social media, content marketing and video advertising allow for a holistic and effective approach to bringing future students to your campus.
For the right student, community colleges offer the best of both worlds – a flexible, affordable 2-year degree path coupled with a true college experience. Tell this story to those students looking for alternative college options – proving they can find a higher education path that works for them.
Community college students have a broad spectrum of interests and reasons that they choose the community college path. Provide custom content and communication to speak to and aid in their specific decision-making process.
Narrow and specific targeting creates campaign efficiency and allows smaller budgets to still be impactful at driving new students. Specific targeting of high schools or demographics well suited for technical programs, paired with compelling social and video content, will help future students see the value and options a community college has to offer.
Private schools create a vibe that is all their own. Showcase what makes your school unique. From video of your one-of-a-kind campus and facilities to content and photos that accurately represent your student body, the right mix of media can highlight your school’s unique aspects.
Cost is often the barrier to a private education. Speak to parents and guardians about the value of a private education and the success of your alumni. Be transparent about financing options through plentiful on-site content, webinars and FAQs to remove cost from the equation.
School social networks are strong. A community of like-minded parents and neighbors is often your most valuable resource. Connect your current parent groups and alumni with perspective families throughout the enrollment process. They are your best advocates and brand ambassadors.
Students exploring unconventional higher education options may feel anxious about taking the road less traveled. Showcase what a technical degree looks like, what classes lead to a degree, and the knowledge they will receive to ease their concerns and drive their decision forward.
Highlight what a post degree world looks like. What type of jobs come from select degrees, what is the pay, what is the day-to-day job like? Feature stories from alumni to help bring this narrative to life.
Rather than blanket your market with expensive traditional media marketing, digital tactics allow you to distill your audience down to those most likely interested in technical degrees. Laser focus your geo-targeting to high schools ripe with candidate, highlight interests and hobbies of potential students that align with your current student interests. These small targeting tweaks can yield big results while being kind to your budget.
Adult learners are juggling work, home life and more. Adding continuing education research on top of their stack shouldn’t be a burden. Make it easy to view campus with video tours, to easy to advisors with video chats or webinars, to determine courses and costs with relevant content. Remove the barriers to start your relationship with adult learners on the best foot.
Time and money are top concerns among adult learners. Create content to show them both are possible. Create content that clearly lays out classes needed for certain degrees and the time needed to complete. Host financing continuing ed webinars featuring expert panelists. Provide clear, easy to access information on employer contributions to make the decision an easy one.
Alumni Offices have access to a treasure trove of alumni data. Laying within those Excel files are the keys to increasing alumni engagement and donations. Analyze your alumni records to uncover key information including rich locations, demographics and interests to target with your outreach.
As you analyze your data, patterns will appear. Alumni will fall into groups based on interests, engagement and geography. Segment out key audiences – like basketball fans in NYC – and craft custom events (alumni night with the Nets), engagement opportunities (March Madness themed donation challenge) and communication.
Storytelling through video, profiles and testimonials bring alumni back to campus. Video allows alumni to reminisce over their college years and marvel at the advancements on campus since graduation. Storytelling brings them back, grounds them and emphasizes the importance of their Alma Mater on who they are today.
Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.
Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.
Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.
Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.
A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?
Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.
Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.
New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.
Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.
Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.
Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.
Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.
Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.
Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.
Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.
Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.
Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.
Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.
Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.
Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.
Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.
Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.
Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.
Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.