It’s a tough market for healthcare recruiters. Physicians are in short supply, particularly in smaller markets and in-demand specialties like surgery, psychiatry, and family medicine. Low-population areas often struggle to attract and retain medical talent, while some urban centers face oversaturation and skyrocketing salaries. Consumers have more choice than ever before, and previously overlooked factors like shared culture and ethnicity may play into their care decisions.
Acquiring physicians who meet exacting education, background, and even cultural requirements is an ongoing challenge. You have to cast a wide net to identify all qualified physicians, but quickly narrow that list to those who have the right specialty, case mix, geographic location, and more. A high-quality database and targeted email campaigns can streamline this unwieldy process.
Reach All Qualified Candidates
Since there are currently more job openings than physicians, you need to be sure every qualified candidate hears about your open positions. Reaching out to your local community or alumni network isn’t enough. Instead, you need an expansive physician database that can help you identify interested physicians by a range of criteria. Don’t settle for 50% or 60% coverage. It’s possible to reach 90% of physicians who use email, and the more physicians you have access to, the more relevant candidates you’ll find.
Use the Best Data Available
An authenticated physician database includes only names and email addresses for physicians who have opted-in and whose credentials have been verified against the AMA Physician Masterfile. Use anything less and you risk sending your recruiting emails to inaccurate addresses, deceased doctors, or even people outside the healthcare profession. Email addresses change frequently, so your database should be updated daily to ensure deliverabilty.
Send to Each Physician’s Preferred Address
Our data indicates that physicians generally prefer to receive professional communication at their home, rather than office, email address. This is especially true when it comes to sensitive recruiting emails. Your email database should include multiple addresses for each physician and indicate which one he or she prefers. Use this information to suppress non-preferred addresses in your internal database before your next recruitment campaign.
Put Your Website to Work
Until recently, it was hard to know much about the physicians who visited your recruitment website. Unless you required a login – and visitors actually stayed around long enough to register – you could only guess who viewed your job descriptions. Audience identity management technology changes that by reporting the name, NPI number, and browsing habits of your website visitors. Now you can use this information to optimize your job descriptions, application tools, and email content.
You can also cross-check website and email data to uncover new insights into your best candidates. For instance, you might be surprised to discover that a physician living in Virginia frequently views your open positions in Arizona, until you look at her email database profile and learn that she did her residency nearby. Working with an authenticated email database and real-time website data, you’ll quickly discover news ways to identify and engage the skilled physicians you seek.