Healthcare staffing professionals are no strangers to physician outreach, emphasis on the “out” in outreach. The more proactive they are with their outbound communications, the greater the chances they’ll connect with interested physicians—just like the more at-bats a baseball player gets, the more opportunities he has to get a hit.
Unfortunately, that doesn’t make him a great ball player.
Persistence is admirable, but it needs to have a plan.
Persistence is admirable, but it needs to have a plan. A carefully crafted email campaign—using a high-quality physician list—ensures your healthcare staffing efforts consistently hit home runs.
Positive vs. Negative Inbox Conditioning
In healthcare staffing, as is the case with any type of healthcare marketing, physician outreach must hold meaning. If you were simply sending communications to an anatomy of artificial intelligence, the AI recipient would be able to file messages in order of formulaic importance. Physicians don’t have that luxury. Their days are often chaotic, stressful, and frustrating. You need to help them realize the importance of your outreach, amidst all that.
Physicians don’t have that luxury. Their days are often chaotic, stressful, and frustrating.
If you succeed, physician recipients will start to engage—and their inboxes will come along for the ride. This phenomenon is referred to as positive “conditioning.” It’s not quite to the level of the AI example, but the more a physician interacts with you, the more open she and her inbox are to continued conversations. Negative conditioning can also occur. If you inundate physicians’ inboxes with irrelevant information, they’ll start to ignore all your messages, even the pertinent ones.
Quality Lists Beget Qualified Leads
You achieve positive conditioning by ensuring each deployment is targeted to specific audiences and includes only relevant, meaningful information. That’s where list quality plays a significant role. As I discussed in my blog last week, a list should hold itself to the standards of an authentication process, identifying preferred email addresses, and daily updates.
Additionally, a high-quality list should be built out with supplemental details, such as physician specialty, geographic location, hospital affiliation, years in practice, and licensure. The more you know, the more precise you can be in tailoring outreach based on these data points.
If you inundate physicians’ inboxes with irrelevant information, they’ll start to ignore all your messages.
For example, Dr. Allen Woods is a pediatrician oncologist practicing in Boston, Mass. He graduated from medical school in Philadelphia, PA. You’re looking to fill a position at Children’s Hospital of Philadelphia.
Because you know so much about Dr. Woods— specialty, subspecialty, location—he becomes a highly qualified lead. And, you can use those specifics to craft messaging that is inviting, respectful, and ultimately more likely to get a response. He’s certainly more apt to give this type of email thoughtful pause, as opposed to one that just lists all open posts, most of which have nothing to do with pediatric oncology.
Smart Marketing Equals Successful Marketing
There’s no getting around the fact that email needs to be an integral part of physician outreach. It’s the communication channel proven to be favored among physicians. But, using the advantages a high-quality list affords, you can be smarter about the way you approach healthcare staffing campaigns—and considerably more successful.