Pam Snyder, Baystate's provider recruitment director, says three main strategies have drastically improved the health system's approaches physician recruitment: consistency, automation, and tracking.
"Having a standardized look and verbiage is essential to any marketing efforts that cross multiple forms of media, and it rings true in provider recruitment as well," she says. "The standardized verbiage helps my staff focus on the really great things about Baystate that providers want to know."
Value Proposition = Personal Appeal
The look and messaging was crafted based on what marketers and ab+c strategists identified as Baystate's employment value proposition: its personal appeal to physicians. This is the single most important thing a hospital can do when trying to improve their recruitment strategy, says Shawn Kessler, senior strategist for ab+c.
"Why would a physician want to join them rather than the hospital down the street? What is there unique employment value proposition?" he says. "Once [these answers are] identified it becomes much easier to promote the genuine organization and to recruit the right physicians that will love where they work and want to stick around for the long term."