Digital Strategy for Pediatric Nurses
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The document outlines a proposed digital strategy for a pediatric hospital to increase applications from CVICU and PICU nurses. It includes insights about the target audience, cultural and consumer truths, key ideas, strategy, campaign architecture, executions, budget, timeline, and next steps. The overall goal is to convince target nurses that the hospital is the best choice to further their career through paid, owned, and earned media like display ads, social ads, videos, blogs, and a digital hub for applications. Success will be measured through KPIs like applications, site visits, social followers, and survey responses.
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Digital Strategy for Pediatric Nurses
- 1. 1 May 22, 2014 Client Name Digital Strategy for Pediatric Nurses Presented by: Eric Ritter
- 2. 2 TODAYSMEETING • Our Process • The Brief: Recap the discovery • Insights: Cultural, Product and Consumer Truth • The Strategy • Key Idea • Executions • Campaign Architecture • Campaign Elements • KPIs • Budget • Timing / Next Steps
- 5. 5Source: Yelp, Indeed, Glassdoor
- 8. 8 whatwehavebeenupto KEY IDEA / SOCIAL STRATEGY STRATEGY CONCEPTING CAMPAIGN / ONGOING ARCHITECTURE KPIS KICK-OFF MEETING QUAL AND QUANT RESEARCH (IN PROGRESS)
- 9. 9 The Brief
- 10. 10 Typetoentertext Challenge The right CVICU & PICU nurses are unaware of the Hospital Goal Increase the number of applications from the right nurses Paid Advertising Budget $XX,XXX for Display Campaign Timing Fall 2014
- 11. 11 OurTargetAudience— PediatricCVICU/PICUNurses •She works at a free-standing children's hospital outside of Florida - most likely in the Midwest or on the East coast. •Her parents are retired and live on the West Coast of Florida. • She is standing firmly in here career with both feet, but is ready to take it to the next level. Currently, she is 28-35, unwed, has no kids, and no seniority at the hospital she works at. • She a sense of adventure and wouldn’t mind continuing their career in the sunshine near the beach.
- 18. 18 MRI Media Consumption • Heavy to medium Internet users - 135-155 index • Heavy email users – 131 • Search for Financial information – 161 • Search Entertainment and Celebrity news – 137 • Heavy social users – 222 Source: MRI • MRI is a 3rd party survey based research company • Aggregate consumer insights based on psychographics and behaviors • Based on Women 25-34, Healthcare Occupation Interests • Own smartphones and tablets/e-readers – 170 • Love mobile apps – 161 • Download music – 163 • Watch videos online - 115 • Likely to change jobs next 12 months - 167
- 19. 19 AudienceInsights 0% 10% 20% 30% 40% 50% 60% 70% 70% 66% 62% 57% 45% 40% 18% 14% What type of medical or career-related information do you regularly look for online? Continuing education Best practices Case-related information Patient education, materials and resources Patient care information Side effects and pain management techniques Career opportunities and advice Stress management Key Take-Aways • Focus outside career boards/job listings through behavioral interests to capture remaining 82% of online consumption • Grow presence around educational content through contextual targeting Source: UBM Medica – Nurses Use of Digital Media 2012
- 20. 20 AudienceInsights • 88% of nurses use social media for personal and/or professional purposes • 43% of nurses use social media for job searches • 46% rank LinkedIn as the top social media site for career purposes, compared for 42% for Facebook Key Take-Aways • Continue social efforts through Facebook and LinkedIn • Remove Mobile display efforts Source: UBM Medica – Nurses Use of Digital Media 2012 44% 38% 11% 7% Are you more likely to access professional websites from computer or mobile device? Computer only Mostly computer, sometimes mobile About same for each Mostly mobile, sometimes computer
- 21. 21 KeyGoogleTrends-NICU Source: Google Display Planner
- 22. 22 KeyGoogleTrends-CVICU Source: Google Display Planner
- 23. 23 comScore comScore Target Audience: W25-35; Searched online for Healthcare Facility information in past 6 months; Healthcare Practitioner and Technical job title; Healthcare Support Occupation Source: comScore
- 24. 24 EmbraceMobile 66% 66% of people searching for “CVICU Jobs” are doing this from a mobile or tablet device. Plus, their index number is a very high 170 for smartphones and tablets/e-readers ownership. Source: Google Display Planner & MRI
- 26. 26 PROPOSED CONSUMER TRUTH Career is important to them and they are willing to relocate to the right place to take the next step.
- 27. 27 PROPOSED CULTURAL TRUTH PICU & Pediatric CVICU Nurses are in demand,highly compensated, and perform emotionally draining work. Getting out of dreary surroundings can be appealing.
- 28. 28 PROPOSED PRODUCT TRUTH The Pediatric Hospital is the premiere specialty pediatric nursing program with a unique location.
- 29. 29 CULTURAL TRUTH CONSUMER TRUTH PRODUCT TRUTH Proposed STRATEGY Neonatal Nurses are in demand,highly compensated, perform emotionally draining work. Getting out of dreary surroundings can be appealing. My Career is important to me and I’m willing to relocate to take the next step. The Pediatric Hospital is the premiere specialty pediatric nursing program with a unique location. Convince the targets that we are the best choice to further their career.
- 30. 30 The Strategy
- 33. 33 PaidMediaSolutions GOOGLE ADWORDS SEO SOCIAL ADS DISPLAY ADS JOB BOARD ADS
- 34. 34 GoogleAdwordsOpportunity-NICU Keyword Avg. monthly searches CPC nicu jobs 390 $0.92 nicu rn jobs 390 $1.98 nicu nurse jobs 260 $2.56 picu jobs 110 $2.23 nicu doctor 110 n/a picu nursing 110 $0.92 nicu dietitian jobs 90 n/a nicu manager jobs 90 $1.42 nicu nursing jobs 90 $2.40 cvicu jobs 50 $1.99 working in the nicu 50 n/a jobs in the nicu 40 n/a nicu job description 40 n/a picu nurse jobs 30 $1.46 picu rn jobs 30 $2.28 nicu jobs in california 20 $0.54 nicu jobs chicago 20 $2.46 nicu careers 20 n/a Source: Google Keyword Planner
- 35. 35 GoogleAdwordsOpportunity-CVICU Keyword Avg. monthly searches CPC cvicu nurse 210 $7.07 cvicu nurse salary 90 $2.07 cvicu nursing 70 what is cvicu 50 cvicu jobs 20 $1.99 cvicu rn 20 cvicu rn salary 20 what is cvicu nursing 20 what is a cvicu nurse Source: Google Keyword Planner
- 41. 41 The KEYIDEA
- 42. 42 KeyIdea • The John Hopkins Medicine name gives us leverage to appeal to the rational side of potential nurses • More importantly being a neonatal pediatric nurse is emotionally draining • We have the key visuals to support our strategy of convincing potential nurses to choose “a life on the beach” in all phases of their digital journey
- 44. 44 The Execution
- 46. 46 DigitalCommunicationsFramework APPLICATION Hard hitting messaging: Positions open Aggressive compensation RESEARCH Messaging of key benefits incorporating the brand idea “Part of Johns Hopkins Medicine” MEDIA Display Ads TrueView Ads Social WOM / Ads MEDIA Hyper-Targeted Display Ads PPC Ads Remarketing Ads MEDIA Nursing Community HR Blog Testimonials Videos CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE WORK OF MOUTH YOUTUBE PINTEREST USNEWS.COM NEWSLETTER INDEED.COM FACEBOOK CAREERBLISS.COM YELP GLASSDOOR.COM ALLNURSES.COM WULLO.COM CAMPUSRN.COM APPLY TO THE HOSPITALCVICU NURSES 25-35 AWARENESS “You might not be looking, but…” messaging One broad reason to believe. MEDIACREATIVE
- 47. 47 CampaignArchitecture WE NEED THE RIGHT TALENT TO APPLY SHOWCASE OUR PEDIGREE WE ARE YOUR ONLY CHOICE TOP OF MIND FACEBOOK ADS PUSH SOCIAL / BLOG POSTS / VIDEOS HEAVY REMARKETING / JOB BOARDS APPLICATIONCONSIDERATIONAWARENESS CONVINCE APPLY NOW BARRIERS COMMS TASK BUSINESS PROBLEM CAMPAIGN IDEA POSITIONING TACTICS
- 48. 48 CurrentDigitalEcoSystem Email Newsletter Twitter Job Posts Search Facebook Page / Ads HR Site Videos and HR Blog Content Social Sharing Links and Nursing Community
- 49. 49 DigitalApplicantJourney Awareness Ads (Display, Facebook, etc.) HR Application Site Follow us on Social Retargeted Banner Ad Retargeting Database / Nursing Community HRatACH Exit Site Nurse 1st interaction Nurse 2nd interaction Newsletter Videos and HR Blog
- 50. 50 CampaignRollout MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 REWORK FACEBOOK ADS / TESTING TWITTER ADS / TESTING REGULAR ANALYTICS TRACKING DIRECT RESPONSE ADS DIGITAL HUB/BLOG PRIMARY RESEARCH COMMUNITY ACTIVATION TASK 1 GROUNDWORK TASK 2 HELP WITH RESEARCH TASK 3 CONVERT TARGETED DISPLAY ADS
- 51. 51 CampaignEco-System FACEBOOK/ TWITTER HR WEBSITE: DIGITAL HUB APPLY NOW AWARENESS ADS SEARCH INDIRECT DIRECT TYPE OF LINK BLOG DIRECT RESPONSE ADS
- 52. 52 COMMS TASK 3 INVITE THEM TO APPLY WITH A SENSE OF URGENCY COMMS TASK 1 ESTABLISH THE HOSPITAL IN THEIR MINDS COMMS TASK 2 SHOW HOW WE CAN IMPROVE THEIR LIVES COMMS BARRIER THE TARGET DOESN’T KNOW ABOUT THE HOSPITAL CHANGE TO VERTICAL COMMS BARRIER TARGET DOESN’T UNDERSTAND HOW ELITE THE HOSPITAL IS COMMS BARRIER HOW DO WE ENSURE THE RIGHT APPLICANTS APPLY TACTICS REMARKETING NEWSLETTER DIRECT RESPONSE ADS TACTICS SOCIAL ADS VIDEO ADS DISPLAY ADS TACTICS DIGITAL HUB TALENT COMMUNITY
- 53. 53 SampleFacebookExecutions APPLICATIONCONSIDERATIONAWARENESS Source: Facebook Insights, Facebook Ads
- 55. 55 KPIs Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinciduntt. awareness Impressions Video views Search Volume increase consideration Digital Hub site visits Digital Hub Engagement Twitter Followers preference Talent Community Growth Facebook Fans APPLICATION Number of Applications on Digital Hub Increase in Organic Applications retention Email Subscribers Talent Community Growth
- 56. GOALFORDIGITALHUB METRIC FOR SUCCESS C TARGET ACTUAL RECRUITMENT GROWTH 8% TBD APPLICATION INTENTION TOP 3 SPORTS LIFESTYLE BRANDS 52% TBD KEY IMAGE ATTRIBUTES IS A HOSPITAL BRAND IS A BRAND FOR ME 52%/46% TBD%/TBD% COMMS TASKS - ADD VALUE DIGITAL HUB VISITS TO THE SITE 1,400,000 TBD TIME ON SITE 2:20 0:00 TBD EXIT POLL ON SITE IS A HOSPITAL BRAND IS A BRAND FOR ME 75%/60% TBD%/TBD% EXIT POLL ON SITE I’M INTERESTED VS. BROWSING 20%+ TBD%
- 57. 57 The BUDGET
- 58. 58 OriginalTMPBudget Total Impressions: 18.3 MM Total Cost: $XX,XXX CPM: $X.XX Mojiva - Mobile $XX,XXX Yahoo! - $XX,XXX AddThis - $XX,XXX
- 59. 59 Option1:CampaignBudget >Spending100%ondisplaymedia Total Impressions: XX.X MM Total Cost: $XX,XXX eCPM: $X.XX Verticals: • Local News/Information: Brand Exchange • Audience: The Trade Desk • Content: AdPrime Health, Hulu AdPrime Health Audience Targeting Brand Exchange Hulu $28,500 $25,457 $15,042 $16,000
- 60. 60 Option2:CampaignBudget >Startingwithresearch,content Phase One: Research - Gain a detailed understanding of the demographic and psychological makeup of our targets Phase Two: Content - Create content based on our learning from the research phase Phase Three: Launch Paid, Owned, Earned campaign - Drive traffic to the digital hub to ultimately increase qualified applications - Budget will be based on Phase 1 & Phase 2 findings.
- 61. 61 The Timeline
- 62. 62 Timing/NextSteps Completed - Ensure Analytics is tracking correctly - Create goals in Analytics - Tag all Marketing activities - Create tagged URL strategy - Deploy tracking pixels - Give tagged URL to vendors (Sample Vendor, Email, etc.) 0-60 days - Trial Google Surveys - Analyze form submission sources / Analytics - PPC Ad discussion - Redo current Facebook setup (Awareness, Consideration, Loyalty) - Interview recruiters - Focus Group with targeted Nurses 60+ days - Launch Display Campaign - Revisit Strategy and access implementation - Develop a plan for mobile and tablet (non webkit browser) visitors