The US healthcare sector is reaching crisis point, with personnel shortages of physicians set to reach between 61,700 and 94,700 by the year 2025, according to the Association of American Medical Colleges (AAMC).
Experts put this down to a number of reasons:
- The period of time to complete med school is between 11-14 years
- Medical residencies are in short supply
- Pay stagnation is an issue
- More than one third of current physicians would not encourage the younger generation to take up this career because of a lack of work-life balance.
So what does that mean for staffing agencies in the US healthcare sector? Data analyzed by Volcanic shows that, for the past decade, the job fill rate in healthcare has fluctuated under the break-even value of one (healthcare job fill rates are between 0.6 and 0.9). This shows that there are more jobs left open at month end than new hires to fill them.
With considerably fewer candidates than jobs in US healthcare, staffing agencies are going to have to work hard to attract and place the best candidates. You’ll need to use every tool at your disposal to attract candidates to fill these gaps.
Because the spectrum of wages within healthcare is controlled predominantly through public healthcare funding, salaries don’t behave in the same way that you’d expect in other industries. The result of this is that some jobs will pay at the very high end whilst others will pay at the very low end - and staffing agencies are challenged with addressing both extremes.
By using Google Analytics to monitor your healthcare staffing website’s performance, you can keep visibility and control over how your site is performing, as well as look at where you can make improvements.
Why are analytics important?
Google Analytics - a vital cog in the marketing machine - often get neglected within the time-pressed staffing industry. Missing out on valuable information from analytics, however, could be costing your healthcare staffing agency thousands of dollars a year.
Among many other things, analytics will help ensure your staffing website is working hard for your business:
- Analyze trends in your visitor source
- Track audience behavior
- Understand user retention performance.
Check your sources
Looking at audience behavior and total conversions from each channel will identify your most valuable sources in terms of building audience and gaining traction. This in turn will tell you where to invest next - essentially, gaining more traffic from every dollar spent and maximizing your return on investment.
In a climate of candidate shortages, every marketing tactic must prove its worth. The only consistent way to know whether you’re doing this is to evaluate its performance using repeatable, empirical measures.
Where do I start?
Optimizing Google Analytics is one of the single most effective things you can do to introduce objective evaluation to your website and marketing campaigns.
We have created an informative eBook to give every staffing agency pragmatic hints and tips on how to optimize the use of Google Analytics. This includes insights into:
- How to add custom links with UTM parameters
- How to analyze email performance
- How to measure indexing success in a Google for Jobs landscape.