Marketing Healthcare Organizations to a Diverse Audience

One size fits all doesn’t apply to healthcare patients. They are a unique group comprising various qualities. When it comes to healthcare marketing, it’s important to acknowledge and support this diversity. However, this task is often easier said than done. At MassLive Media Group, our team can help your healthcare organization enhance its marketing capabilities by creating effective strategies that focus on diverse audiences. Here, we explore what diversity in healthcare marketing means and the ways your organizations can find marketing success.

What Does Diversity in Healthcare Marketing Look Like?

The goal of any marketing strategy is to reach a desired audience. But what if your audience encompasses a wide range of demographics from several backgrounds? Traditional healthcare marketing strategies, which only focused on addressing consumers within the market majority and then filtering for ethnicity, have become outdated and ineffective. Although accounting for diversity in healthcare is challenging, it’s not impossible to achieve.

Marketing helps increase patient connection and engagement with healthcare providers. Going beyond that, effective and informative healthcare marketing can better educate communities and can be a critical step in helping improve health outcomes for all. This requires knowing your audience.

A recent study conducted by Pew Research Center analyzed Census Bureau data and found that the millennial generation, and those after, are leading the way in diversity change. These groups of people are already the most racially and ethnically diverse generation. These findings indicate that if this generation doesn’t make up your target audience now, they will soon, and your practice marketing will need to support the diversity represented.

Understanding your current patient base and their backgrounds is critical to building trust and opening new doors for new generations of patients. Diverse healthcare strategy requires organizations to be aware of these components and implement them into their marketing efforts.

Achieving Diversity in Marketing Strategies

When attempting to create effective marketing strategies that appeal to a diverse group of patients or patient prospects, healthcare organizations should consider the following:

              Understanding Service Area

Not all healthcare organizations are global or national providers. Many hospitals, health systems, private practices, and homecare agencies serve a specific area. Healthcare institutions that fall under this category should familiarize themselves with the patients who live within their service areas. Knowing your service area’s demographic group is vital to connecting and engaging with existing and potential patients.

Keep in mind, if your practice has not recently researched your service area, your marketing efforts could target an audience based on outdated stats or unsupported market assumptions.

Knowing Prevalent Health Conditions

Understanding your diverse target audience doesn’t only entail knowing their backgrounds and cultural identities. It also involves having a deep understanding of their needs and what health conditions they experience the most. This knowledge will allow healthcare organizations to tailor their marketing efforts around these health concerns, attracting a wider audience and ultimately helping more people with healthcare needs.

              Avenues Available For Communication

Knowing your audience and their needs won’t do you any good if you don’t have an effective way to reach them. Healthcare organizations should focus on how they are reaching their audience, honing their efforts based on their patients’ preferences.

For example, if a healthcare organization’s audience mainly consists of millennials or Gen Zers, traditional marketing tactics may not be effective. Instead, medical providers should consider pivoting their marketing strategies to a more accessible and user-friendly digital platform.

Another aspect to consider is language barriers that might exclude patients. Think about whether or not your practice provides any resources or materials to communicate with these patients.

Diverse Marketing Strategies at MassLive Media Group

The key to achieving diversity with healthcare marketing is understanding your audience. This allows your organization to reach and connect with a broad range of individuals that come from different backgrounds and life experiences.

At MassLive Media Group, we focus our marketing efforts on your audience’s needs, creating effective content that will attract and appeal to a wide range of patients. For more information about our offerings and services, contact us today at MassLive Media Group.



Manufacturing Recruitment Strategy

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.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

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.

Build A Connection By Understanding Your Best Potential Candidates 

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.

Enhance Your Job Board Presence with Display & Video

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.


Healthcare Recruitment Strategy

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?

Invest in the Community You Serve

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.

Showcase Company Culture

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.

Replenish Talent Pools with New Grads

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.


Education Recruitment Strategy

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.

Build Your Talent Pool with Year-Round Strategy

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.

Utilize Your Community As A Recruitment Tool

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.

Job Fairs Help Build Awareness of Your Institution

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.


Warehouse Recruitment Strategy

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.

Tout the Benefits That Make You Stand Out

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.

Get Connected In the Community

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.

Local Jobs, Local Placements

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.


Trucking Recruitment Strategy

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.

Address Trucking Industry Myths

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.

Stay in Touch with Prospects

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.

Job Boards Are Important

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.


Professional Recruitment Strategy

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.

Showcase Your Company Culture

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.

Tailor Communications to Open Positions

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.

Use Job Boards to Reach Active Job Seekers

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.