Physician Recruitment Strategies Get More Personal
For Baystate, the largest system in western Massachusetts, marketers determined the greatest attribute it has to offer physicians is an opportunity to find their niche. "If a physician is looking for an academic opportunity Baystate probably has one available," Kessler says. "If they are looking for a rural, outpatient only setting, they have that as well."
With this in mind, marketers crafted an integrated campaign using direct mail, email, journal ads, web postings, and website elements."
The driving force getting physicians on the website was the correctly identified value proposition, Kessler says.
With the new messaging ironed out, Baystate and ab+c worked to increase automation, meaning the health system makes fewer cold calls, works mainly from emails received from interested providers.
"This is a much better usage of our time," Snyder says. "The candidates we screen are truly interested in the position."
In 2013, Baystate also added a portal for outside agencies to register, effectively streamlining the number of cold calls and emails they receive. Prior to the portal it would not be unusual for us to receive up to 25 calls and emails a day from recruitment companies attempting to gain their business, Snyder says.
- NFP Hospitals' Revenue Growth at 'All-Time Low'
- CNO Leads $1M Charge for New Scrubs, Uniforms
- Transforming Cancer Care
- Acute Kidney Injury Gets New Focus
- Interventional Radiology No Longer a Sub-Specialty
- Sharp HealthCare Leaves Pioneer ACO Program
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013
- mHealth Tackles Readmissions
- Report: Enrollees still face account problems on Healthcare.gov
- Proton Beam Therapy Poised for Growth in US