Recruitment Campaigns to Hire Healthcare Professionals (2)

Part
01
of four
Part
01

Amita Health

Amita Health is a Christian faith-based healthcare provider that is committed to providing compassionate care to all people with love and integrity. The organization uses a multi-channel approach to communicate and message its potential consumers. Here is an overview of the firm's communication and messaging strategy. Further details regarding Amita Health's communication can be found in the attached slideshow.

Overall Communication and Messaging Strategy

  • Amita Health uses a multichannel approach to communicate with potential consumers. These include its website, blog, Facebook page, Youtube, Twitter, Instagram, and Pinterest.
  • Amita Health's call to action messaging focuses on showing patients and potential consumers that the healthcare provider has the solutions to their needs. These messages are designed to inspire the audience to take control of their situations by contacting professionals at Amita Health for assistance.
  • The healthcare provider shares the benefits of working with them through success stories shared by patients who have been treated and recovered from their ailments.
  • Amita Health uses an encouraging tone that exudes optimism in the potential consumers. This brings out their caring and understanding nature and thus clients can perceive them as supportive and sensitive to their plight.
  • The healthcare provider is a Christian faith-based organization that promises to offer inclusive and compassionate care to all people irrespective of their faith.
  • The tagline of Amita Health is: In sickness and in health.
Part
02
of four
Part
02

Smile Direct Club

Smile Direct Club communicates directly to consumers in a straightforward, easy-to-understand way that simplifies an intimidating, complex process like orthodontics. They consistently highlight statistics proving they are better than traditional braces in areas that a consumer is likely to care about, like length of time, cost, and visibility of the procedure. They also build credibility by relying on "just-like-me" consumer testimonials, rather than relying heavily on complex jargon that would be more targeted to skeptical dentists or orthodontists.
More details can be found in the slideshow here.

Research strategy

  • The research team looked at the press releases, official website, and owned social media channels in order to understand the company's communication strategy. We also went through press coverage of the company to find paid or earned media coverage.
  • We first analyzed each channel as a standalone piece of messaging, then synthesized it with the others in order to draw conclusions about the overall messaging strategy, tone of voice, promises, and other mandatories.
  • Specific to the target market, the research team was able to come to the conclusion that they were targeting young adults based on the photos of the consumers and talents they were showing on their visuals. This is also supported by the informal tone of voice the company uses, which is consistent with the tone of voice this demographic might use conversationally.
  • We came up with their secondary target of dentists and orthodontists based on their recent press coverage.
Part
03
of four
Part
03

Clear Choice Dental

All the requested information about how ClearChoice Dental communicates with potential patients is both included in the attached Google Slides and provided below.

Overview of Communications & Messaging

  • ClearChoice Dental's website identifies the categories that the company's overall communications and messaging fall into.
  • Those categories are (1) educating patients about dental implants, (2) informing people about what ClearChoice offers, (3) sharing patient success stories, (4) differentiating between implants and dentures, and (5) providing transparency about the costs involved.
  • Our review of the company's website, social media channels, TV commercials, and print ads confirmed that those are indeed the categories that the communications and messaging encompass.
  • An example of how ClearChoice educates patients about dental implants shows a picture of a 3D CT Scan machine that's used and explains in writing what the machine does.
  • Another way ClearChoice educates potential customers is by sharing facts about the importance of dental health, in an informative manner, by starting with the phrase "Did you know?"
  • Sharing patient success stories is a major part of the company's communications and messaging, which is carried out across its website, social media channels, TV ads (almost all TV ads are patient success stories), and print ads.
  • In sharing patient success stories, the company's overall messaging communicates the ways that people's lives will be better after getting implants. One such example tells a story about how a man was able to return to playing musical instruments after getting implants.
  • ClearChoice also communicates how lives can be changed for the better by presenting those benefits as multifaceted. For example, the company provides quotes from patients, such as a lady who said, "[t]his procedure encompassed many parts of my life — my self-confidence, my health, the way that I’m able to speak to others."
  • Much of the company's overall communications and messaging directly addresses the apprehension some might feel about considering whether to get implants, through a Q&A approach.

Calls-to-Action

  • ClearChoice Dental appears to use four calls-to-action in its communications and messaging to potential patients.
  • The first call-to-action states "Ready to Make a Change?" That call-to-action encourages customers to make the decision to get implants instead of continuing to try to get by with dentures or their other teeth issues.
  • The second call-to-action states "learn about" and is used with regard to ClearChoice's approach, dental implants in general, and affordability. That call-to-action encourages potential customers to gain understanding of how ClearChoice can help them, what dental implants are exactly, and the costs involved in getting implants.
  • The third call-to-action states "find your location." That call-to-action encourages potential customers to find the ClearChoice location nearest to them and thus show them how close they are to help.
  • The fourth call-to-action states "schedule free consultation." That call-to-action encourages potential customers to explore whether implants are right for them, in a no-commitment manner.

Benefits

  • One way ClearChoice Dental communicates the benefits it has to offer to potential customers is through the page on its website titled "The Benefits of ClearChoice."
  • The company uses that approach to communicate to potential patients how their teeth and lives can change by getting implements at ClearChoice.
  • In fact, the company sometimes directly uses the words "before" and "after" in communicating those benefits.
  • Another way ClearChoice communicates its benefits is through a video that educates potential patients about the process involved in getting implants and provides encouragement to them about how its services can change their lives too, as it has for many others.

Tone & Language

  • ClearChoice uses a gentle, reassuring tone in many of its communications to potential customers, as the company recognizes that many people are probably apprehensive about whether to get implants.
  • Other communications from the company exude a very confident, professional tone, as a means of reassuring potential patients about the quality of the care they will receive at ClearChoice due to the qualifications and experience of its staff.
  • The company also uses an informative/transparent tone in some of its other communications, as the company actively works to teach people about the science/technology behind implants and how implants can help them.
  • Empowerment, encouragement, and hope are other tones underlying many of ClearChoice's communications to potential customers. It was readily apparent that the company wants to encourage people to make the switch to implants and really emphasizes that message home through its communications.

Promises

  • The main promise ClearChoice appears to make to customers is that its services can change their lives. In fact, a ClearChoice doctor directly said as much in a post from the company Twitter, in which he was quoted as saying "[w]e’re here to change people’s lives." The company backs up that claim in stating that "[o]ver 40,000 Americans trust ClearChoice Dental Implant Centers for dental implants."
  • Exceptional care is a promise the company makes to consumers. That promise is illustrated in the company's statement that "the doctors and clinical staff at ClearChoice offer patients a world class level of expertise and care." The company further echoes that promise in stating that its doctors "[s]tay[] in line with the latest industry standards" in order to provide exceptional care.
  • ClearChoice promises to provide an exceptional experience to patients. The company communicates that promise in stating: "With a highly trained team, precise imaging equipment, dental lab facilities and helpful Patient Education Consultants—all together in the same center—we’re uniquely equipped to make dental implant treatment the best possible experience it can be for patients."
  • The company says it provides a one-stop-shop for people seeking implants, which differentiates it from other competitors. To that end, the company states that its "one location, one team, one cost approach revolutionized dental implant treatment and has become the preferred method for treatment for many people."

Taglines

  • ClearChoice Dental doesn't use a tagline on its website or social media channels. We only found taglines used in its TV ads and print ads, which are provided below.
  • "Get Back Out There" is the most-recent tagline we found used by ClearChoice.
  • That tagline communicates that the company's services change people's lives in giving them the confidence to return to living without worrying about the appearance of their teeth. In conjunction with that tagline, ClearChoice added that "dental implants transform more than smiles. They transform lives."
  • That tagline was used in both print ads, TV ads, and social media.
  • Another tagline the company has recently used is "Smile Freely."
  • That tagline communicates that the company's implant services can give people confidence through how their teeth look when they smile and thus, after getting implants, they won't feel embarrassed anymore.
  • That tagline was used on TV and social media.
Part
04
of four
Part
04

Cedar Sinai

As highlighted within the enclosed presentation, Cedars Sinai has an active communications strategy that it has deployed across a wide range of media channels. Notably, the organization relies on an informative yet positive communications approach to encourage potential patients to partner with the "world class" organization in taking control of their health and well-being.

Overall Communications Messaging

  • Cedars Sinai leverages an extensive portfolio of owned media channels to communicate with potential customers, including its corporate website as well as a variety of social media channels.
  • Notably, the health care provider achieves tremendous reach and engagement through these media outlets, particularly through its website (which receives over 1 million monthly visits), Facebook (which has almost 58,000 followers), Instagram (which has 15,200 followers), Twitter (which has 19,800 followers) and YouTube (which has over 6 thousand subscribers).
  • Across all of these platforms, Cedars Sinai position's itself as a top-tier and leading healthcare provider, by describing its organization and services as "world-class" and of the "highest quality."
  • Additionally, the organization's overall messaging is a balance between informative and heartfelt, with Cedars Sinai often using statistics and clean visual presentations alongside patient stories and words of hope.

Call to Action

  • Generally speaking, the subtle yet recurring call to action throughout Cedars Sinai's communications is for patients to take charge of their health and partner with the non-profit to improve their lives.
  • Whether through the organization's regular posts on social media, that inform patients about how they can support their health, to the recurring messages on Cedars Sinai's corporate website, that encourage patients to "discover your options" and "find a comprehensive program," the non-profit consistently calls on patients to stay engaged and informed about leading their own health journey.
  • Meanwhile, in a fashion consistent with many non-profit organizations, Cedars Sinai also leverages its various communications to encourage relevant stakeholders to contribute funding, blood and other helpful services to support the organization.

Benefits Communications

  • As with Cedars Sinai's call to action, the organization also communicates its benefits in a more subtle and tangential manner.
  • Specifically, the organization doesn't take credit for the success of its patients, but rather shares their stories and allows the patients to highlight their success in their own words.
  • Additionally, while Cedars Sinai's medical professionals discuss their enthusiasm for their work and love for contributing to the health of their communities, they don't highlight their successes or accomplishments.
  • As such, the organization's benefits communication is implicit but not directly asserted throughout the organization's owned media channels.

Tone & Language Use

Promises to Customers

  • Across Cedars Sinai's various media channels, the organization appears to make a softer promise to customers.
  • Rather than assertively guaranteeing patient success or results, the organization offers to be a patient's "guide" on their "path to health," as well as to "meet your healthcare needs."
  • Generally, Cedars Sinai positions itself as a "partner in your health," rather than a leader that can ensure results.
  • Even in cases where Cedars Sinai shares patient stories, the organization is careful not to directly call attention to results, but rather provides personal/relatable details about the patient as well as the patient's own words regarding their experiences with the non-profit.

Tagline

Sources
Sources

From Part 04