A Job Demands Analysis (JDA) is a More Effective Marketing Tool than Paid Google Ads
In today's competitive healthcare environment, expanding your patient base is essential for growth. While many clinics invest heavily in paid advertising, integrating Job Demands Analyses (JDAs) into your services can serve as a more effective and profitable marketing strategy. Word-of-mouth marketing is the most powerful marketing tool. Studies indicate that word-of-mouth drives 20-50% of purchasing decisions. Additionally, 64% of marketers consider word-of-mouth more effective than other marketing tactics.
"Word-of-mouth is a powerful marketing tool, with studies indicating that consumers rely on personal recommendations two to ten times more than on paid media."
Before I tell you how a JDA creates word-of-mouth marketing, let's look at the cost of Google Ads. Traditional advertising channels, such as Google Ads, often require substantial financial commitments. For example, healthcare-related keywords can have a cost-per-click ranging from $2 to $10, leading to monthly expenditures of approximately $800 to remain competitive. In contrast, let's consider the JDA. We are now sending our clinician into an environment where they are surrounded by ideal customers.
The JDA puts us in direct conversation with the leaders and influencers of these ideal customers—HR managers, union representatives, direct supervisors, or even the business owner. If we reframe our service delivery slightly, where we still perform a top-notch assessment but take every opportunity to mention the importance of rehabilitation in maintaining a healthy workforce, our assessment can become a strong marketing effort. Even if our assessor is not a great salesperson, simply providing professional service will create word-of-mouth referrals.
Conducting JDAs involves collaborating with various stakeholders within local businesses, including health and safety officers, union representatives, human resources, finance departments, and senior management. These interactions establish your clinic's credibility and foster trust. Furthermore, engaging directly with employees during assessments enhances your clinic's visibility and reputation among potential patients. Satisfied employees are likely to share their positive experiences, leading to increased word-of-mouth referrals.
A Job Demands Analysis systematically evaluates the physical, cognitive, and environmental requirements of specific job tasks. Implementing JDAs involves partnering with employers to assess job roles, document essential functions, and provide comprehensive reports. This process not only aids in injury prevention and rehabilitation planning, but also positions your clinic as an indispensable resource for occupational health services.
To explore how incorporating JDAs can enhance your clinic's growth and increase patient referrals, consider applying for our Business Growth Strategy Session.
