The News Chair
  1. Advertising Healthcare in the Digital Age

    March 7, 2018 by Sam Watermeier

    What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?

    These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.

    Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.

    When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising. 

    The Measurability of Digital Advertising

    Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.

    With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …

    • The demographics you’re reaching
    • What time of day the ads are reaching the most people
    • How many users are clicking on the ads
    • The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
    • The cost per conversion 

    Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.

    As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.

    The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.

    Standing Out in Cyberspace

    One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …

    • Target specific audiences
    • Zero in on your market by geographic location (a.k.a. “geotargeting”)
    • Reach the top of search listings
    • Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results

    “It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist

    The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.

  2. The Coles Team Gets a Taste of “Hero Marketing”

    January 5, 2018 by Adam Woerz

    The Setup

    The time frame: Early December 2017. The occasion: the Coles Marketing holiday outing. At noon, everyone packed up for the week and headed out to a magical place — The Escape Room USA, located in Fishers, Indiana.

    For the uninitiated, The Escape Room USA is an hour-long puzzle-based challenge. A group of people enter a room and are presented with a story and an idea of what the objective is to escape the room in which they’ve been locked. With an hour to play the game, the team members begin to look for clues inside the room that will lead to their freedom. Once the final door opens, the team emerges victorious.

    The Plot           

    The group I was fortunate enough to be part of worked together in some amazing ways. While some of us worked on getting locks open, others worked on logic puzzles and math-related problems. The best part was that we could see our opponents in the room next door. This meant we could distract, taunt and tease the other team as we went along. This also led to some hilarious moments, such as when Brian came up with the idea to yell and cheer to throw off the other team. It worked wonderfully. As we looked over at the other team, they had no idea what we had just done. We hadn’t really done anything, but it bought us time and made for a good laugh. It even made the staff member in the room laugh.

    Speaking of which, there was a staff member of The Escape Room USA in the room with us; I’ll refer to him as the room guide. He was mostly there to tell us if we were touching something we shouldn’t have been touching and he could provide us with hints — sometimes at a price. The team could get one hint for free if everyone agreed to use that hint at the same time. But we could also “earn” an additional hint if need be. Well, there was a need, and earn it we did. The room guide told us that for us to earn the hint, we needed to act like monkeys fighting. It couldn’t just be a couple of us acting that way — it had to be the entire group! A couple of us, namely Kevin and myself, were eager to goof off and act silly. Some of us not so much. However, it was quite comical to see members of the team let down their guard just a little bit to join in the humiliation.

    At the end of the day, both teams got out of their respective rooms. Our team lost by a narrow margin as we just missed a puzzle that could have clenched the victory minutes sooner. But no matter who won or lost, we walked away laughing and talking about the great adventure we had just experienced.

    Hero Marketing

    What makes The Escape Room USA such an enjoyable experience? To us at Coles, we readily recognize the story-driven “hero marketing” tactic it employs. This business places the customer in the driver’s seat, allowing them to be the hero of the story presented to them. The customer drives the experience however they want as they whisk around the room finding the clues to push forward. Along the way, the customer may need to look for guidance and at that time, there sits the room guide to help them along like a wise sage. The scenario is an easy sell — let the customer be the hero and they will buy into the vision you have put in front of them. The Escape Room USA does this in such a wondrous way that everyone walks away smiling and talking about the adventure. The team here at Coles will certainly not forget this wonderful experience.

  3. Fill Your Applicant Pipeline with Digital Advertising

    November 10, 2017 by admin

    By Christy Stewart, Digital Advertising Strategist

    If you wait until you have a job opening to get people interested in working for your company, you’re probably too late. The immediate need creates a sense of urgency, which may lead to hiring a less-than-ideal candidate just to get a warm body in the position.

    This is changing as more companies are moving to recruitment advertising rather than simply posting open positions online. This advertising creates awareness of the company and the benefits of working there. This, in turn, can lead to potential candidates submitting their resumes. Once a position becomes open, the talent acquisition manager has a head start on the hiring process with a reserve of resumes available to consider for the open positions.

    If you think a digital recruitment advertising campaign might be a good next step in your talent acquisition process, here are some digital tactics to consider.

    Geofence/geotarget competitor locations

    If your competitor has many of the same job positions you do, why not target their employees while they’re at work?  Maybe they’ll see your ad after a bad day and wonder if the grass would be greener if they worked for you.

    Reach out to potential employees on Facebook

    Facebook has a trove of targeting information as people willingly put all sorts of information about themselves in their profiles. If you’re looking to a hire a restaurant manager within 15 miles of your restaurant, you can use Facebook to show targeted ads to those who fit that description.

    Place digital ads for individuals “in-market” for employment

    Ad targeting options have gotten much more precise over the past few years, and digital buyers are now able to target those who appear to be in-market for a new position based on other actions they’ve taken digitally. If you’re looking to hire nurses, showing ads to those who are in-market for healthcare positions — whether in an app such as Words with Friends or on a news site such as — allows you to reach the audience you need in a context in which they’re more likely to pay attention. They’ll think you’re speaking directly to them, which, of course, you are.

    If your organization has a large number of open positions or high turnover, now may be time to consider recruitment advertising. With the unemployment rate at 4.1% (the lowest level since December 2000), there is much more competition for great candidates than there was a few years ago. By proactively putting your message in front of potential employees, you can break through the clutter and begin filling your applicant pipeline.