Physician Recruiters Share Alternative Strategies

Anna Webster, for HealthLeaders Media , June 15, 2011

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."

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3 comments on "Physician Recruiters Share Alternative Strategies"

Daren (6/17/2011 at 3:48 PM)
Baystate seems to be using the right resources. Well written, but scary in terms of the physician gap we are going to face in the future. It used to be a family tradition to follow your father/mother into medicine, most providers are now sending their kids down a different career path!

Aninda (6/16/2011 at 2:27 PM)
I don't disagree with the increased demand for primary care physicians in the future; the only exception would be pediatrics. I can vouch for that as a pediatrician myself.

John Luginbill (6/15/2011 at 3:15 PM)
Loved your perspective, Anna, on health care marketing as it relates to physician retention. This is a topic that is becoming increasingly more important and something not discussed much in the industry. Hope you will check out my website,, and keep the discussion going on how to continuously improve health care for patients and providers.




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