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.