Marketing to Target Medical Students

by Gabriella Sannino on February 23, 2009

Academic institutions now rely on the Internet more than ever.  Given the serious financial challenges that this country faces, the need for education, job training and job re-training has never been greater.  With ever-dwindling resources available, many students — both traditional as well as non-traditional — are reaching out for cost-effective and time-efficient alternatives to traditional campus-based education.  More and more, the Internet and web-based learning is becoming the avenue of choice.

Web-based and web-assisted learning provide academic institutions with both a powerful, low-cost and efficient recruitment tool as well as a limitless pool of potential employers for its graduates.  The most efficient access to web-based academic information utilizes search engine optimization (SEO) services as its primary gateway.

SEO services optimize online marketing and student recruitment resources by targeting “keywords” that are written into and distributed throughout text (articles, blogs, print advertisements, multi-media advertisements, etc.).  The text is composed in collaboration with the client and the SEO service’s copywriters (print ad copywriters, website copywriters and skilled SEO copywriters) as well as its online marketing specialists and consultants.

The keywords used can be either very general or very specific, and are chosen to highlight specific academic programs and target both prospective students as well as prospective employers of its graduates.  When the potential student enters one of the keywords into the search engine, they are directed to certain links.  These links provide them with information regarding the areas of academic pursuit that catch their interest.  Prospective employers gain access to a readily available pool of potential employees who are trained in specific fields of endeavor; this results in maximum bi-directional exposure at a minimum cost to the academic institution.

A good example of how this process would work: a person with a degree in English is interested in using that background to seek employment as a skilled medical copywriter.  While they have the knowledge, skills and ability to write, they may lack an understanding of medical terminology, medical technology, anatomy, physiology, medical/surgical procedures, etc.  By accessing distance education resources, they could acquire the additional knowledge that would enable them to pursue a career in medical copywriting, surgical ad copywriting, medical SEO copywriting or medical writing in general.

The option for acquiring additional information technology training is there as well.  This would further enable people to pursue employment working in areas like online marketing, website content writing, website design and website management, to name a few examples.

On the employer end of this spectrum, the prospective employer could considerably reduce time and energy consumption, and eliminate redundancy of effort when looking for potential employees whose skills are more directly applicable to their individual company’s needs.  By narrowing the field of potential applicants, the employer can fill position vacancies in the least amount of time, at a minimal cost.  At the same time, they can eliminate those applicants whose skill set would be inconsistent with their company’s needs or who would require considerable amounts of proprietary or industry-specific training.

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