Physician Recruiters Share Alternative Strategies

Anna Webster, for HealthLeaders Media , June 15, 2011

Also marketers are too focused on building patient volume, when the larger issue will be accommodating staff to meet that volume, Kessler says. His top strategic tips for marketers looking to improve their physician recruitment efforts include the following:

1. Website – Physicians research. It's what they do. Make sure your website is accurate before they investigate.

2. Branding initiatives – If you are going to direct marketing tactics, you need to understand and build your organization's reputation.

3. Unity – Make sure that your website and organization are united with the same message.

4. ROI – Here's one of the most important points. A physician portal allows marketers to track and measure response rates and can manipulate their efforts as a result.

"In the past, marketing practices have asked how do you get more patients to more programs, but pretty soon you are going to see more strategies to get more physicians," Kessler says.

"You are going to see smaller health systems struggle – big players will come in and crowd the field – you have to build your brand so it won't be a significant challenge," he adds. "It's going to be a significant investment and there's no quick solution, [marketers] should start looking into it now."

I agree with Kessler. It's time for marketers to start building their recruitment strategies before they are attracting too many patients without anyone to treat them.

See Also:
Buzz Survey: Physician Growth Strategy

Questions? Comments? Story ideas? Anna Webster, Online Content Coordinator for HealthLeaders Media, can be reached at
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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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