Physician recruiters are feeling the pain of the medical community’s current state of affairs. A recently released report by the Association of American Medical Colleges (AAMC) estimates a shortfall ranging from 34,600 to 88,000 doctors by 2025. By 2030, the deficiency is expected to total anywhere from 40,800 to 104,900 doctors.
Filling that void can feel like an endless game of Bingo, chasing after the right “X” to counteract another recruiter’s “O”.
If you understand what’s not working with your digital physician recruitment efforts, you can easily make it right by implementing audience identity technology.
For example, an email that lists a number of random open positions can fail in so many ways, from alienating potential candidates by blowing them up with non-relevant positions to having your emails end up in spam. But, if you target your communications and customize your content, filling those positions with qualified candidates becomes much more attainable.
Here’s a snapshot of two positions extracted from a marketing email with the subject line “Multiple Family Medicine Opportunities”:
Outpatient practice, 16 patients a day
No hospital work required
Stay in a community full of amenities surrounded by the adventures of Alaska
Guaranteed Salary $240,000+ (negotiable for right fit)
$20,000+ Signing Bonus
Outpatient only, no call
16-20 patients per day
Earn up to $299,000 with production incentive
$50,000 sign-on, $150,000 Student loan repayment (over 5 years)
Relocation, Full Benefits, 401k
Spanish Stipend $10,000
Where does audience identity management fit in to resolve these marketing flaws?
Filling the physician void can feel like an endless game of Bingo, chasing the right “X” to counteract another recruiter’s “O”.
A blanket email like this is likely going to a bucket of physicians across the country, with no discerning factors taken into consideration. Alaska is a particularly hard sell, for obvious reasons. However, if you’re using a database that identified candidates who have expressed interest in heading north, your success rate spikes. While Tampa Bay is a noticeably more desirable geographic location, it’s still helpful to know which physicians currently practice in that area or have snooped around for openings in Tampa Bay on your website. Audience identity management technology is highly useful in both scenarios.
Level of Experience
In this example, the two positions differ vastly in the level of experience required. A first- or second-year resident might be a perfectly acceptable fit for the Alaskan position – and more likely to "go where the jobs are" – but the skill level for Medical Director requires much more training. With audience identity management, you are able to ascertain the amount of experience a physician has and also differentiate candidates based on specialty.
The Tampa Bay position lists a Spanish stipend, revealing a specific need in that city/state. You’d be much better served extracting that position and creating a campaign targeted at Spanish-speaking physicians; again, something that can be established using audience identity management technology.
Email is one of the most effective and efficient ways to reach physician candidates. Don’t waste your efforts on emails that miss the mark.