As the physician shortage goes from bad to worse, Moses recommends that in order to survive, even the larger healthcare organizations will need to start focusing on alternative resources for physician recruitment instead of just relying on word of mouth.
Smaller organizations, she says, will need to focus on building brand awareness and creative (and free) innovations. Within the next six months, she expects Baystate Health to add a live chat feature to its physician portal where potential hires can ask questions live to a recruiter.
"The live chat option is especially important for younger generations who are using smartphones for research to go online and chat with recruiters," Moses says. "Hopefully this feature will give us a step up from other recruitment websites."
One of the biggest mistakes marketers make when recruiting physicians on their website is focusing too much on promoting lifestyle, says Shawn Kessler, senior strategist at Aloysius Butler and Clark, a national consumer marketing communications agency.
"Marketers rely so much on promoting quality of life that they forget about quality of care," he says. "Physicians aren't going to think that your mountain bike trails or fishing streams are any better than their mountain bike trails or fishing streams."