| The Power Of Leveraging | | | | $1,000 a week to $3,000 a week. Getting contracts to |
| Let's talk about strategic marketing and how it relates | | | | increase the number of placements from one shift to |
| to the medical staffing industry. | | | | three a month. If you can get customers that were not |
| How can a medical staffing agency create an | | | | referring anyone to you begin referring five new |
| environment to promote a strategic marketing effort | | | | customers a year is a strategic marketing leverage |
| from its staff to increase productivity and profit? The | | | | that will increase growth substantially. This is the power |
| strategic marketing effort needs to transcend old | | | | of strategic marketing for medical staffing agencies. |
| habitual routines. The strategy within the power of | | | | You must recognize and respect the power of |
| leveraging will produce more profitable and larger | | | | strategic marketing and the role it will play in the |
| results than otherwise would. What are the drivers, the | | | | success of your medical staffing agency. |
| path and the basic formulation to begin the power of | | | | How do you form a strategic marketing plan? |
| leveraging to take hold the strategic marketing effort? | | | | Create an internal analysis of your current marketing |
| Let’s take a journey to illustrate this very important | | | | efforts. Make sure to identify all the activities, |
| question. Because the question above will be the | | | | processes and tasks, and then determine the best |
| difference between growing your medical staffing | | | | avenue to improve upon them. Lets examine how you |
| organization verses your organization dying a horrible | | | | go about finding them. |
| death. | | | | 1. Find the recruiter or business development |
| I have identified and refined these drivers using my | | | | representative that has achieved better results than |
| experience, actual field research, and the great canons | | | | anyone else. If it is you, then identify the areas you |
| in the field of business growth. | | | | have excelled on. Create a modeling effect on those |
| Lets take a look at the primary driver, and let’s | | | | individuals. Apply those skills to everyone in your |
| examine how this driver directly relates to the medical | | | | organization and make sure everyone understands the |
| staffing business. | | | | importance of this new avenue. Write the processes |
| STRATEGIC MARKETING | | | | down and use as a blueprint. Don’t horde the |
| It is amazing how many medical staffing agencies are | | | | information for fear of people stealing your |
| unaware of the power of leverage marketing within | | | | methodology. |
| this environment. It is so simple, yet so unwisely used. | | | | 2. Find other staffing companies within the same field |
| The cost is fixed within your effort, expense, time and | | | | who have shown success and are better at doing |
| opportunity costs. | | | | what they do than you. Borrow their success and |
| How? A recruiter or a business development | | | | make it your own. |
| representative (In many cases it’s the same | | | | 3. Benchmarking: Go outside your industry, find |
| person) whether he or she secures one appointment | | | | companies that have proved to be great in there area |
| or twenty a day, It will cost you the same fixed | | | | of expertise. Look at their business practices; how the |
| amount. The same fixed amount maintains itself | | | | people interact with clients, what makes them |
| regardless if you or your staff secures one contract | | | | successful. Uncover and refine there business |
| or ten a day. The fixed amount stays the same if you | | | | practices, what makes there ads so great? How do |
| secure four new accounts or five a month. | | | | they secure appointments? How do they close a |
| The opportunity cost, effort and expense to place an | | | | deal? What is there presentation style? |
| ad or walk into a hospital whether you secure one | | | | You can then adapt, use and apply those processes |
| account or ten are the same. If you close a new | | | | to your medical staffing agency on a regular basis. |
| account 10% of the time or 50% of the time the fixed | | | | Make it a common practice to continually do what |
| costs are the same. If the contract you secure | | | | works, review what you are doing then make sure it is |
| produces $2,000 a year or $200,000 the initial fixed | | | | still working. Review what you are doing and |
| costs are the same for the new account. | | | | determine what can be added to the strategic |
| Your costs are the same within your effort, expense | | | | marketing plan to leverage your actions. Eliminate the |
| and time to run a mailing campaign that may produce | | | | under performing activities and increase the activities |
| 0.5% response or 6% response. It costs you the same | | | | that produce the higher returns. |
| to attend trade shows or visit colleges to recruit new | | | | Using the strategic approach to marketing and |
| candidates whether they convert 2% or 20%. The | | | | leveraging your actions will allow your medical staffing |
| fixed costs are the same whether you spend $10,000 | | | | agency to grow faster, more effectively and with less |
| on your marketing budget to attract 5 clients or 500 | | | | effort on your part. The number of clients will grow |
| clients. The costs are the same to secure new | | | | along with the amount charged per client. The key to |
| contracts whether you close 1, 5 or 10 out of 100. | | | | generating leveraged revenue lies within the power of |
| I think you get the idea of what I am talking about. | | | | strategic marketing. |
| Being able to strategically leverage yourself to pull in | | | | Recognizing that Strategic Marketing is one of the |
| more per effort spent will increase profitability. The | | | | most important facets of growing your business will |
| power of leveraging ideally allows you to pull in 1 out of | | | | allow you to reach upside potential. There are 9 other |
| 3 instead 1 out of 20 new accounts. This can | | | | drivers that relate to the growth, profitability and |
| dramatically increase the bottom line. The power of | | | | competitive superiority within Strategic Marketing for |
| leveraging allows you to transform an account from | | | | your Medical Staffing Agency. |