“In this world nothing can be said to be certain, except death and taxes.” ~Benjamin Franklin
While advancements in medical science can't do anything about taxes, it is allowing for people to live well into their nineties. Widespread knowledge about what makes one “healthy” -- propagated by popular TV hosts and healthy living websites -- means people are sticking around well past previous life expectancies.
This, combined with an increasing disinterest amongst graduates to join the medical profession, has resulted in an impending physician shortage and a demand for physician recruiters to deliver.
How can you make sure your recruitment efforts are effective? Keep these three approaches in mind when designing your next campaign.
1) Start With A Solid Subject Line
Think of your target physician as the bouncer at a popular club. Your subject line has to be appealing enough for him to let you pass through those doors. If you come off as boring or uninteresting, you go to the back of the line. If you present yourself as obnoxious, there’s no way you’re getting in, and it’s likely he’ll thwart subsequent attempts.
In order to avoid such a shut-down, it’s crucial to know specific details about potential recruits so you can speak to them in a way that elicits a favorable response. For example, if a physician grew up amidst the sunny beaches of Miami but is currently practicing in the bitter cold of rural Minnesota, an enticing subject line might be “Missing Warmer Days Back Home?” At the very least, this invitation opens the opportunity for discussion.
Another tactic is to present an enticing salary statement within the subject line -- “Earn $500,000 in Texas!” But in order to match communications appropriately, you first need to understand physicians’ levels of expertise. A second- or third-year surgical resident meets a different salary status than a more experienced surgeon undergoing a fellowship in pediatric neurosurgery.
2) Identify Physician Interest To Fine-Tune Your Message
A key piece of information that can be helpful is knowing which physicians have viewed which job posts. A sought-after specialist who practices in Connecticut but has shown repeated interest in open positions on the southern West Coast might be more than dreaming of palm trees and ocean breezes. She very well could be seriously considering a move and thus becomes a very viable recruit.
3) Success Lies In The Quality of Data
Of course, none of these strategies are possible if you’re relying on antiquated reporting technology. Even physicians who are actively seeking employment have limited spare time, so expecting them to go through a laborious registration process (and later remember their login credentials) is asking a lot.
Fortunately, advancements in audience identification technology have eased that burden. A sophisticated tagging system can capture a physician’s name, state of residence, area of specialty, NPI number, browsing history and even the referring website’s URL. This technology also provides real-time, authenticated data so you can be assured of utilizing the most up-to-date information. Focusing on a physician who has already made a change in employment is simply a waste of time and money.
Putting these three tactics in place going forward will help ensure your digital recruiting efforts are a success.