Today’s ultra-competitive marketplace presents the ongoing challenge of recruiting physicians who meet all the criteria for a specific position. Successful recruitment demands precise physician targeting that engages them through personal channels. Whether or not physicians are actively seeking a new job, they may want to keep a proverbial toe in the water by checking out other opportunities. When the goal is to identify the best prospects for an open position, leaving it to chance is simply not good enough.
Identify Potential Candidates
Fortunately, recruitment success can be amplified. Audience identity technology reveals the physician’s NPI number, specialty, level of experience, practice location, and even the job description being researched. By identifying the individual physicians who are looking at specific job descriptions, even if they aren’t ready to make a move, recruiters can send personalized follow-up emails with relevant subject lines, content, and incentives to keep them engaged and informed.
AIM has two main components: a tag that identifies the physician and a reader that recognizes the tag. AIM Tags are assigned to individual physicians and the AIM Reader is placed on your website. When the reader encounters a tagged website visitor, it communicates with the AIM server to collect key information about that physician.
For instance, Dr. Brown, an AIM- tagged physician and a neonatologist practicing in Hershey, Pennsylvania sees a digital ad in her medical school’s quarterly newsletter. She’s not really looking for a new position, but it’s an opening for the Head of Neonatology at North Miami-Dade Medical Center. She lived in Miami ten years ago while doing her residency, but went back to Bucks County to work at Lower Bucks Hospital after completion.
Clicking on the ad, she is directed to the hospital’s career page, which has an AIM reader installed. The recruiter can acquire all of that data without requiring Dr. Brown to create a profile, and leverages that information to establish an ongoing communication, keeping her informed about the latest news, grants, and open positions should she want to move back to Miami.
Gain Leverage With Digital Communications
Market research indicates that emails and newsletters are second only to recommendations from one’s colleagues and acquaintances when it comes to learning about events attended. With the knowledge provided by audience identity technology, you have an even greater advantage over this median statistic.
For example, you’re planning to represent your health system at a conference in Dallas. A Dallas-based physician has perused your site for open positions in Atlanta. You can proactively target that doctor with an email invitation to stop by your booth, then follow up with information on the salary package of the position you’re looking to fill. Or, for a softer approach, you could send a video highlighting the attributes of the health system with the subject line “Emory St. Joseph’s: In Case You Were Wondering…”
The pivotal leverage is in speaking to physicians contemplating a change in a way that recognizes their interests, needs, and desires.
Alma mater also matters. Medical training is a grueling process. Physicians attach to colleagues and community, if for no other reason than daily support and survival. But, new graduates are generally forced to go where the work is, even if that means a move to a small city in Kansas.
Knowing where a physician has trained (but does not practice) presents an opportunity for reintroduction to that community, particularly if the open position is in a desirable location.
When you utilize a targeted database to take the guesswork out of your digital communications, the opportunities to reach out to and engage physicians are many and diverse.