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Review: Strategic Branding Ideas For Medical Staffing Agencies

Roy Vera, R.T., MBA  VIS Medical
July 2007
Strategic Branding Ideas For Medical Staffing Agencies
by Roy Vera, R.T.,  MBA

Give your medical staffing agency a boost by becoming the talk of the town.  The
more people talk about your
nursing agency, radiology agency or foreign staffing
agency the more chances you have of becoming a giant in the
medical staffing
field
.

The following technique used consistently will over time create a
brand identity that
will have candidates calling you instead of your competition,  

This technique is so
simple to use that many refuse to acknowledge it as a viable
alternative to a cost free marketing vehicle. The reason being is that it is a facet of
branding that will produce results in the future.  Many
medical staffing agencies are
currently working on immediate results and immediate gratification.  

Working for both current and future business is part of what strategic branding
teaches and it is what this article is about, future branding for temporary staffing
agencies.

Working the future branding effect:

Scenario A

A medical staffing agency is called by a perspective candidate to ask questions
about pay rates, facilities covered and many other questions.  This medical staffing
agency decides to treat this question as probing (used by competitors to gauge
your pay rates) and chooses not to answer the question. This leaves the caller
feeling discouraged and will never work for this staffing company or recommend the
hundreds of nurses, radiology techs, nuclear techs, respiratory techs, Ultrasound
techs or any medical professional they will meet.  They will also not recommend this
temporary medical staffing agency to hospitals or medical facilities.

Scenario B

A medical staffing agency received a similar call inquiring about pay rates, facilities
covered and many other questions.  This medical staffing agency decides to answer
all the questions.  They go a step further and ask them how much they were looking
to make.  They strike conversations with the caller and even offer to provide them
with help finding a permanent job in the future.  The caller hangs up feeling well
informed, although the caller does not end up working for this temporary staffing
agency, the caller does begin recommending the staffing agency.  Calls begin to
come in after six months referred by this caller.  The medical staffing agency
receives candidates without spending a dime on marketing simply by reacting to
potential future business by being “nice”.

Future business as well as present business is important.  I try to explain this to my
clients and guide them to continually implement this strategy into there existing
marketing plan.  You cannot expect to sustain a long lived
medical staffing business
without understanding the need to work with long term strategies to bring in
business.  

The simplicity of future branding using a “nice” approach creates an environment
that can sustain itself beyond present costing in marketing.  You want to have
people talking about your medical staffing agency.  You want hospitals to use your
medical staffing agency.  You want what I call “rooming” marketers to talk about your
medical staffing agency without you having to pay them.  

People will recommend a good staffing agency and those same people will not
recommend a bad medical staffing agency.  The ironic nature of negative press is
that medical staffing professionals will gladly speak negatively much more often (5X
more) than positive recommendations.  This negative press can really hurt a new
medical staffing agency.



To learn more about strategic branding, marketing, recruiting or starting a medical
staffing agency
simply click here.
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