Healthcare recruiters are driven by a few basic imperatives: find the best candidates for the job, engage those doctors’ interest, and fill every open position as soon as possible. These days, if you don’t close the deal with a qualified candidate fast, someone else will.
To turn the competition for top talent in your favor, a multichannel marketing strategy is often your best bet.
Identify Qualified Candidates
Finding the right candidate—that is, the physician who has the ideal mix of education, experience, and geographic preference—is much easier with an authenticated physician database. Authenticated data is provided by the physicians themselves and verified against the AMA Physician Masterfile.
Grab Their Attention
Once you’ve identified promising candidates, it’s time to attract their attention through a variety of channels. For example, you might:
- Send a print postcard to the doctor’s house, where he is more likely to read it.
- Post jobs on Doximity® or LinkedIn®, where physicians who are actively looking for new positions can easily find them.
- List jobs on your company or hospital website so interested physicians can apply on the spot.
- Send an email to the doctor’s most-used email address, either to notify her of immediate openings or to build relationships for the future.
So far, so good. You know who you want to recruit, and you have his or her interest. Now it’s time to pull all the pieces together.
Develop The Relationship
Websites that have implemented AIM technology automatically report the name, NPI number, practice location, and specialty of all “tagged” physicians who visit your website – even if they don’t apply.
Rather than use your marketing channels in isolation, try using email to connect them. For example, imagine your recruitment company is helping to staff a health system expansion in the San Francisco Bay area. Your first outreach initiative might be a postcard alerting general practitioners across California to upcoming job opportunities. When specific positions become available, you could post them on Doximity, LinkedIn, or your company website. At the same time, you should send an email to the postcard recipients letting them know it’s time to apply.
If your email marketing includes a call to action that drives physicians to your website, you’ll encourage doctors to view your San Francisco job openings, plus any other relevant opportunities currently listed there. When candidates apply, whether through LinkedIn, Doximity, or your website, you can provide additional information and follow-up actions through email.
Cover Your Bases
Of course, not every physician who views a position on your website will register. In the past, there was no way to identify these visitors by name, let alone reach out to them with targeted messages based on their experience and behavior on your site. Today, digital audience identification is changing that.
Websites that have implemented this technology automatically report the name, NPI number, practice location, and specialty of all “tagged” physicians who visit your website – even if they don’t apply.
By syncing website visitor data with your physician email database, you can develop a comprehensive profile of potential recruits, including the positions that interest them most. The next time you send a recruiting email, you can customize the content for each of these physicians.
By integrating print, digital networks, website, and email initiatives, you can move promising candidates closer to recruitment one deliberate step at a time.