Marketing To Nurses Amidst The Corona Virus
Looking for nurses to help fight
the COVID-19 crisis? Read more to find out effective strategies for marketing
to nurses amidst the coronavirus crisis.
Nurses and doctors working for
unimaginable hours without proper equipment that is almost every hospital in
the city of New York right now. Doctors are devoting 16 hours shifts, while
nurses continue to work even more. However, more is not enough right now.
With thousands dead and even more
afflicted, the coronavirus has quickly become one of the world’s deadliest
pandemics. What started as a localized virus infecting the Hubei province in
China has quickly gone on to affect over 600,000 people in the US alone. In a
country that has just over 2 million registered nurses, of which 1% are travel
nurses, this surge is deeply troubling.
Hospitals around the US have
relied on temporary or travel nurses for ages. Now, as they are required more
than ever before, travel restrictions have been imposed, preventing them from
accepting job positions. Those that are still willing to work demand better
facilities and increased pay and have become increasingly selective of the
hospitals and agencies they choose.
This selectivity at the nurses’
end has driven intense competition between different hospitals across the
country. These healthcare centers are seeking to lure in the small amount of
the still available temporary nurses with enhanced facilities, better pay, and
flexibility.
While these may seem enough to prompt
nurses to accept a job at your hospital, they are nothing on their own. Unless
you successfully inform temporary nurses of what your hospital is offering,
they will not come to you.
In times like these, every agency
or hospital seeking nurses must see themselves as expert marketers using
innovative techniques to lure in their target segment, which in this case, are
nurses.
Marketing
to Nurses – the Big Data Way
To avoid sending wrong marketing
messages to wrong nurses based in incorrect locations, your brand has to
utilize contact databases and excellent data-driven marketing strategies. Here are some ways contact databases and big
data is advantageous while marketing to nurses amid the coronavirus outbreak.
With enriched and excellent
quality contact databases, you know exactly who to send your messages to. For
example, if your hospital is located in New York or Connecticut, you cannot
expect a nurse from Los Angeles to fly in to work for you, especially keeping
the current travel restrictions in mind. However, you can appeal to someone
from the four boroughs of the city, New Jersey, or other neighboring regions.
Geo-targeted contact databases are
an excellent way to determine which nurses are based closer to your hospital or
agency. Such lists also help you build a virtual fence around your targeted
area and send messages to only those nurses that belong to the qualifying
demographics. This way, you can expect a higher conversion rate and prevent
your messages from being wasted on nurses who would never be able to accept the
offer.
Another advantage of a good-quality contact database is that it prevents you from sending marketing messages to
someone who would never respond. As an agency or a hospital, you will have
little success attracting nurses already working with other nearby hospitals.
They are already doing their duty and a change of location of service would not
matter to them. A hygienic nurse's contact database will be updated with the job roles
of the nurses in it. If you determine that some of them are on duty already,
you will not waste time sending marketing messages and offers to them.
Personalized
Messages
Nursing is emblematic of excellent
ideals and values of service. The profession is an identity rather than a 9-5
job. This means that merely offers, deals, and discounts do not appeal to
nurses. Marketing to nurses is all about creating gated, personalized, and
exclusive campaigns that honor their services and recognize their identities
while telling them how your hospital is the best fit for them. The only way to
achieve such a level of personalization is to utilize Big Data and contact
databases to enhance your understanding of your targeted customer base.
The customer intelligence that you
derive from enriched databases can help you design gated campaigns. Brands that
have used gated campaigns for high-value customers belonging to the military, first-responders,
or firefighter segments have seen stellar results. For example, Target used
digital verification and exclusive offers to appeal to educators across the
country. Similarly, Globus launched an offer on tour packages for military
personnel.
For nurses, too, your brand can
use customer knowledge gained from Big Data and contact databases to see what
they require the most. It may be a vacation offer after the coronavirus subsides
or an advertisement for the free services and perks your hospital or agency
offers its staff, but once you know what will appeal to them the most, you can
craft your marketing messages aptly.
Similarly, enriched contact
databases can help you deduce buyer personas of your nurses. You can then base
your subsequent marketing efforts on these personas, speaking to your target
nurses in a more effective manner instead of designing confused, unattractive,
or unappealing campaigns.
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