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. 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.

  3. Coles Marketing bolsters digital ad services with Christy Stewart hire

    March 1, 2017 by Christopher Lloyd

    Coles Marketing is expanding its digital advertising services with the hiring of Christy Stewart, a veteran Digital Advertising Specialist and certified Google Partner in both AdWords and Analytics.

    A Ball State University graduate with bachelor’s degrees in advertising and public relations, Stewart began her career as a media buyer working with traditional print and broadcast outlets before segueing into digital starting in 2007. Within the digital advertising realm, she has experience with search, display, remarketing, ad networks and social media.

    Stewart has led traditional and digital ad buying teams working at the national, state and local levels, including hyper-local campaigns that target a specific geographic radius or zip code. She has created advertising strategies for major companies across a broad spectrum of industries including healthcare, education, automotive, utilities, lawn and garden, power sports vehicles, leisure destinations and agricultural.

    She also has experience in traditional, co-op and direct response advertising.

    Her Google Partner badge (formerly known as Google Certified Professional) indicates that Stewart has demonstrated expertise in AdWords and Analytics, met spend requirements, delivered agency and client revenue growth, and sustained and grown a client base.

    Google Partners like Stewart have passed a series of exams demonstrating AdWords/Analytics skill, and have access to Google’s beta features and applications – allowing exploration of new tools before they hit the marketplace.

    “Christy’s impressive credentials and proven track record of digital advertising outreach will help take us to the next level in the scope and depth of services we can offer to clients,” said Coles Marketing President Barbara Coles.