Targeted mobile and social media advertising continue to evolve in 2014, allowing health care industry recruitment executives the ability to target their marketing budgets to reach exactly the candidates they are seeking to fill open positions.

1. THE POWER OF MOBILE FOR RECRUITMENT
A PRIMER FOR HEALTH CARE PROFESSIONALS
presented to
Philadelphia Area Association
of Health Care Recruiters
by
Scott Bronenberg
Michael Candelori
Bob Bentz

2. International offices in
Canada
United Kingdom
Ireland
Czech Republic
Headquartered in
King of Prussia, Pa.

3. 25 YEARS OF
INTERACTIVE ENGAGEMENT

4. > Innovative Text Message Marketing Platforms
> Customized mobile consumer engagement solutions
> Mobile Microsite production - responsive design + development
> Turn-key mobile promotion execution & management.
> Mobile app development
> Mobile Ad targeting consulting, placement, and activation
We help clients develop
a complete mobile strategy.

6. MOBILE
HAS
CHANGED
EVERYTHING
# P A A H C R

7. Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA

8. FOR MOST PEOPLE,
THEIR PHONE IS WITHIN ARM’S REACH
24 / 7 / 365
THE AVERAGE PERSON
CHECKS THEIR SMARTPHONE
110 times per day
THE AVERAGE NUMBER OF
MINUTES SPENT ON
FACEBOOK MOBILE
228 minutes/wk (32/day)
Sources: Locket, Inc.; AllThingsD.com# P A A H C R

9. 9
DIGITAL OMNIVORES
OWN A TABLET & SMARTPHONE
Oncologists – 59%
Cardiologists – 54%
Primary Care – 48%
Psychiatrists – 44%
Nurse Practitioners – 40%
Physician Assistants – 30%
THE MOBILE REVOLUTION
Mobile Use Among Healthcare Professionals
Source:
Epocrates
# P A A H C R

10. 10
THE MOBILE REVOLUTION
Mobile Use Among Healthcare Professionals
Sources:
Spring
Publishing
Company
2013,
Spyglass
Consul=ng
2012
74.6% of nurses and nurse trainers
surveyed own a smartphone or tablet.
69% of nurses use their device at
their job.
53.6% of nurses have purchased
medical eBooks and apps on their
device.
The king of all medical apps,
Epocrates enables care
professionals to review drug
prescribing and safety
information, select health
insurance formularies for
drug coverage information,
perform calculations like
BMI and GFR and access
medical news and research.
# P A A H C R

11. You can't ignore the
numbers.
More than 50 percent of
Twitter's 200+ million users
use Twitter on mobile, and
200+ million YouTube views
occur on mobile devices
every day.
This year, mobile internet use will surpass desktop.

12. “Old” social
networks like
Facebook have been
forced to refocus
their efforts on the
mobile world. New
platforms like Vine
and Snapchat were
built in the mobile
space from the
ground up.
# P A A H C R

13. MOBILE TARGETED ADVERTISING
The Big Gap: Mobile Ad Spend vs. Consumption
MOBILE USE SHARE IS
EXPLODING
NEARLY DOUBLING IN
THE LAST 12 MONTHS
… yet only 4% of ad budgets
are spent on mobile advertising.

14. MOBILE TARGETED ADVERTISING
The Power of Targeting
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen
before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.
# P A A H C R

15. 15
WEB-­‐BASED
IN-­‐APP
Will
run
on
a
web
page
just
like
an
online
campaign,
restricted
to
mobile
device
Runs
only
within
apps
downloaded
to
smart
phones
Dual
HTML5/Flash
publishing,
or
GIF/JPG
recommended
Same
crea=ve
file
type
restric=ons
PlaQorm
targetable,
or
agnos=c
PlaQorm
targetable,
or
agnos=c
Some
rich
media
op=ons
More
rich
media
op=ons,
availability
well-­‐documented
Some
ad
sizes
can
run
on
feature
phones
as
well
as
smartphones
and
tablets
Will
not
run
on
feature
phones,
will
run
on
smart
phones
and
tablets
MOBILE TARGETED ADVERTISING
Mobile Display Targeting Options
# P A A H C R

16. 16
iPhone
300x250 & 320x50
iPad
300x250, 728x90, 120x600 & 468x60
Android
300x250 & 320x50
Windows Phone 7
480x80
MOBILE TARGETED ADVERTISING
“Standard” Banner Sizes
With the ever-rising
number of devices in
the field, online ad
platforms have
decided on a number
of relatively standard
specs for banner ads.
Optimizing creative
for every platform is
another story!
# P A A H C R

17. 17
MOBILE TARGETED ADVERTISING
Optimizing Standard Banners
The most common and usually lowest-CPM ad inventory
is found with standard still image banners. Lower prices
allow a larger number of impressions, but care must be
taken to design creative that rises above the noise.
^
Clear
call
to
ac,on
&
simulated
interac,vity.
Use
bulk
impressions
to
reinforce
brand
messaging.
^
^
High
contrast
&
clean
text.
# P A A H C R

18. 18
MOBILE TARGETED ADVERTISING
In-Banner Video
In-banner video allows the user to play a streaming
video clip within the ad itself.
# P A A H C R

19. 19
The Fullscreen Interstitial Video unit is
displayed during a pause in the user cycle
(i.e., app loading; data updates) and can be
either user-initiated or set to autoplay.
Supported on almost all mobile platforms
and devices.
MOBILE TARGETED ADVERTISING
Fullscreen Interstitial Video
# P A A H C R

20. 20
In the app or web space, expandable rich media ad
components allow a tremendous variety of features
within the ad unit itself.
MOBILE TARGETED ADVERTISING
Expandable Rich Media
# P A A H C R

21. 21
MOBILE TARGETED ADVERTISING
Mobilized Landing Pages
& Lead Tracking
The most important part of
successfully executing a mobile ad
campaign is sending interested users
to a mobile-optimized destination.
# P A A H C R

22. 22
MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up
# P A A H C R

23. 23
SOCIAL-MOBILE ADVERTISING
Targeting PEOPLE not PLACES
Traditional mobile ad buying is based on
geography, basic demographics and device – i.e.,
“serve this ad to tablet users 21+ within a 1-mile
radius of Abington Hospital.”
Ad targeting on social networks is entirely different
and extremely powerful. Instead of just casting a
net over a strategic geographic area, these
platforms allow you to pinpoint precisely the
users who are most likely to be interested in what
you’re promoting. Where do these networks get
their data? We all volunteer it, every day!
# P A A H C R

24. 24
SOCIAL-MOBILE ADVERTISING
Facebook “Lookalike” Modeling
Facebook’s powerful ad platform is designed to
target native ads to the users most likely to
respond. This is done with a combination of
geographic definition and user traits –
demographics, interests, and behaviors.
# P A A H C R

25. 25
SOCIAL-MOBILE ADVERTISING
LinkedIn Targeting: Industries, Titles
& Groups
Beyond the traditional LinkedIn Job postings, recruiters can
design a brand-building recruitment campaign using native ads
on users’ homepage feeds.
# P A A H C R

26. 26
Great, I’m sold.
Where do I start?

27. 27
Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
But the process can
become confusing
fast.
# P A A H C R

28. 28
Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
But the process can
become confusing
fast.
Let’s simplify.
# P A A H C R

29. 29
Define your
Define your
Define your
GOALS.
AUDIENCE.
INVESTMENT.
How many applicants do you expect?
How can you maximize each brand impression?
How will you define success?
What is the area you want to focus on?
What are some aspects of an ideal target?
What are your strongest non-digital channels?
Who exactly are you trying to reach?
How long is the recruitment window?
How many positions are open?
What % of your budget can shift into mobile?
1
2
3
# P A A H C R

30. 30
Ready?
…take your hands
off the side of the pool!

31. 31
Scott Bronenberg
scottb@atsmobile.com
610-994-1850
Sandy Miller
smiller@successcomgroup.com
856-795-7391 x191
DOWNLOAD THIS PRESENTATION NOW!
TEXT RECRUIT TO 84444
OR VISIT healthcare.atsmobile.com.