Recruiting the right physician can feel like a frantic search for the proverbial needle in a haystack. There are around a million licensed doctors in the United States, and at any given time, many of them may be actively seeking, or at least open to the idea of, a new job.
The trick is reaching the specific pool of physicians who are a perfect fit for your position – and closing the deal before your competitors. Today, hybrid “postal-plus-email” campaigns are giving leading physician recruiters an edge.
Find the Best Candidates
Identifying the best healthcare provider for a specific position is a matter of matching medical skills with personal preferences. Hospitals have exacting requirements, and it can be difficult to determine whether or not a physician is a good fit without detailed information about his practice history.
While the AMA Masterfile contains home addresses, it lacks the proprietary procedural data available in a physician email database. A high-quality database should provide not only accurate email addresses, but also CPT, ICD-9, prescription, and insurance claims data that will help you accurately evaluate a physician’s qualifications and experience.
An email database should also contain information about each physician’s practice location, and hospital, network, and alumni affiliations. This information can be vital when trying to predict a physician’s interest in a particular job.
Weigh Your Delivery Options
Traditionally, healthcare recruiters have relied heavily on postal mail to reach the primary care physicians and mid-level practitioners who are consistently in high demand. This approach has its merits.
The AMA Masterfile contains home postal addresses for about 50% of doctors practicing in the United States. That means you can engage a lot of physicians at home, where they feel comfortable receiving recruiting information. And, you increase the longevity of your marketing efforts - as physicians are more likely to hold onto your postcard for future reference.
However, print campaigns also have drawbacks. Direct mail is expensive to produce, slow to deliver, and hard to modify. Direct mail also doesn’t provide any data about who received it or what follow-up action they took. Plus, study after study attests that the vast majority of physicians prefer digital communication over postal mail.
Experiment with Hybrid Campaigns
A more effective strategy is to reach out with direct mail and then follow-up with email. Physician recruiters can continue to take advantage of existing direct mail campaigns and lists. Then, to maximize recruiting effectiveness, consider establishing ongoing, targeted communications with promising physicians via email.
When working with a quality email database, it’s possible to slice and dice physician data in countless ways to identify the precise mix of qualifications and personal preference you’re looking for. You can send targeted recruitment emails to physicians at their home email addresses, analyze clickthrough data to evaluate their response, and then modify future outreach accordingly.
I’ll be in San Diego next week for the 2017 Annual ASPR Conference, along with DMD’s recruitment experts Lynne Triana and Bridget Westley. Stop by Booth 408 to learn more about how a quality physician email database supports hybrid campaigns and streamlines your recruitment efforts.