Marketers and recruiters must be extremely proactive to keep their organization visible to the ever-busy physician. "Targeted direct mail, participation in physician conferences, and a presence at university events can all be effective," Wiltsie says. "And nothing beats good old customer service—those personal interactions that make the physician feel valued and heard."
Your recruitment message and job listings should also be easily found on your organization's website—a step that cannot be overlooked, regardless of what generation of physician you are targeting.
"I have heard residents in particular say that the postings need to have enough information to provide a sense of the opportunity but then not too detailed," McCarthy says. "And they need the ability to ask for more information without having first to complete an application."
Maintaining the employment infrastructure
Most physicians seeking an employed setting are going to ask questions about the infrastructure—operational, financial, and clinical—that is there to support them, McCarthy says. For example, they may ask about medical record systems, staffing resources, employed group leadership, unit size, and physician participation in decision-making.
"So the organization needs to promote that it's got a credible structure to support their clinical practice," she says. "It also needs to help them to see that their voice has meaning in the group—that their opinion factors into decision-making. And the size matters also; while they don't mind being in a larger enterprise, they do prefer to practice at a smaller unit level."
Keeping employed physicians happy and successful