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Healthcare: Use New Movers for Recruitment

In today’s challenging healthcare hiring environment, hospital HR departments have “come calling” on their hospital’s marketing team to assist with their recruitment needs.

Creative Marketing Programs Kansas City (CMPkc) has a national reputation in healthcare marketing for assisting hospitals acquire new patients. And we’ve long been champions of communicating with New Movers for patient acquisition. We are now working with our hospital clients to implement a New Mover strategy for employee recruitment.

Many New Movers are relocating from far enough away they will likely need to find new primary care physicians, urgent care and emergency departments. Chances are someone in that same target household may be seeking employment.

Healthcare marketers can reach potential new employees with information about their healthcare system and include information on why their hospital is a great place to work.

Healthcare marketers can recruit new patients and new employees at the same time.

At CMPkc, we love testing and learning from our clients. An example:

  • A long-time hospital client approached CMPkc with an idea: add health system recruitment messaging to their New Mover campaign.
  • A simple insert was designed to fit into CMPkc’s proven 6”x9” envelope package direct mail that traditionally includes a brochure and custom mapping to help acclimate the New Mover to their new neighborhood. The added recruitment insert promoted the health system as a “great place to work” and included website links to view available openings and to apply for positions.
  • This recruitment messaging doesn’t overpower the “patient recruitment” messaging, but rather compliments the message to this highly targeted New Mover audience new to the area.
  • CMPkc has shared this idea with its healthcare clients across the country and many are now including recruitment messaging in their monthly New Mover campaigns.

At CMPkc, we love A/B Split testing and allowing the market to teach us the best way to engage New Movers. We test every component of our New Mover campaigns.

  • A proprietary list of desired New Movers, specifically for healthcare and customizable by market.
  • A synergistic and affordable mix of performance-tested direct mail options and digital ads designed to drive New Movers online. While direct mail is arriving in mailboxes, IP targeted ads serve in the same households.
  • Personalized URLs (PURLS) to drive New Movers online to their own personal landing page with integrated mapping, distance calculations and directions to help them locate your facilities in relation to their new home. We can even provide custom-printed drive-route and proximity maps in the direct mail.
  • Over the Top Video (OTT) to introduce your brand while New Movers are watching streaming services such as Hulu, Disney+, or Max to name a few.
  • Pre-roll Video advertising for 15- and 30-second spots before YouTube videos or on popular websites such as ESPN.com. We can display your Pre-roll Video to only the targeted list of New Movers.

At a time when many hospitals and healthcare systems are struggling with recruitment, the New Mover audience may be a useful tactic. Incorporating recruitment messaging is just another marketing tactic that CMPkc is implementing to meet the ever-changing needs in healthcare.


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