Finding “the one” has been made easier with the evolution of digital technology. Services like Match.com and eHarmony are known for solving the single person’s dilemma, providing virtual opportunities for long-lasting love. Match even has a location-based feature on the app that allows users to see other members they have crossed paths with in real life, taking relationship possibilities to the next level.
Physician recruitment isn’t that different. Ultimately, recruiters are helping health systems find their perfect matches. Digital has eased that burden as well. While postal mailings are still a large part of physician recruitment efforts, digital solutions—particularly email—offer the benefit of immediacy and budget-friendliness.
My colleagues, Michael P. Murphy and Lynne Triana, have many combined years of experience syncing up health systems’ needs with the pool of physicians and specialists. Along the way, they’ve discovered a few key factors that set health systems up for recruitment success.
Robust Physician Profiles
Since email is an affordable, flexible channel, it might be tempting to deploy notices of open positions to everyone in your database. It can’t hurt to cast that net, right? A more effective approach is to identify the exacting requirements for each position and connect that information with physicians who have the right specialty, case mix, geographic location, and cultural background to meet the necessary criteria.
While the AMA Physician Masterfile is a sound resource for postal campaigns, it’s missing crucial data for digital deployments. Databases that contain details on practice history, alumni affiliations, and CPT, ICD-9, prescription, and insurance claims data allow you to build a robust physician profile from which to work. For recruiting purposes, a physician’s personal email address is typically preferred over an office email, so that’s another noteworthy point to consider when investing in a list.
Subject Lines & CTAs
With a solid database in place, you can segment email campaigns to target candidates appropriately. Subject lines are the gatekeepers of physicians’ inboxes, so it’s imperative to compose content that will capture attention and pique enough interest to open. Once they do open, the CTA has to be equally as intriguing.
Relevancy comes into play here and dictates both subject line and CTA substance. For example, approaching physicians with the required level of experience, specialty, and geographic location might look something like “Multiple Myeloma Hematologist Oncologist, Miami” as opposed to “Oncologists: South Florida Cancer Center Now Hiring.” Incorporating unique elements of physician profiles into the body of the email ensures meaningful messaging and encourages click-through action.
As digital technology evolves and improves, challenges still exist. You may have done everything perfectly up to the point of getting a physician to land on your website, but unless you have a way to discern which physicians are looking at which positions, those efforts are diminished.
Audience identity technology changes the scope significantly by allowing you to capture physicians’ names, NPI numbers, and browsing behavior, all without requiring them to apply or register. Similar in concept to the Match technology that reports on “missed connections,” advancements in audience identity technology also lets you follow physicians on their digital journey once they leave your site and visit others in the healthcare ecosystem.
All of this information allows you to create even more precise follow-up email campaigns, as well as optimize job description content and application tools on your website.
“Audience identity management changes the game,” says Murphy.
Murphy and Triana will be attending the ISPR Midwest Recruiters Conference in Chicago, Nov. 9-10, and invite you to stop by the DMD booth.