Physician Recruitment Strategies Get More Personal

Marianne Aiello, January 29, 2014

At Baystate Health, the largest system in western Massachusetts, marketers identify the greatest attribute the organization has to offer physicians and build a campaign around it employing consistency, automation, and tracking.

As the physician shortage worsens, competition among hospitals to attract the best doctors will only increase in coming years.

The Association of American Medical Colleges projects a shortage of more than 91,500 physicians by 2020—a number that is expected to grow to more than 130,600 by 2025. The shortage is equally distributed among primary care and medical specialties such as general surgery, cardiology, and oncology.

For hospital marketers tasked with physician retention and recruitment, now is the time to hone physician campaigns and strategies to ensure that they accurately portray an organization's best features.

Baystate Health, a four-hospital system based in Springfield, MA, began retooling its physician recruitment strategy in 2009 because leadership felt its current approach was fragmented, lacking consistent visuals and messaging. The health system partnered with ab+c Creative Intelligence, a Wilmington, DE, creative agency that launched missingphysician.com, a site created to help hospitals understand the true cost of not having a physician recruitment strategy.

Marianne Aiello

Marianne Aiello is a contributing writer at HealthLeaders Media.

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