Physician Recruitment Case Study

Physician Recruitment for Sports Medicine/Ortho Surgery, Radiology generalists and sub-specialists, Transplant Surgery and Pediatric Adolescent Medicine.

Situation
Physician Recruitment for Sports Medicine/Ortho Surgery, Radiology generalists and sub-specialists, Transplant Surgery and Pediatric Adolescent Medicine

Problem
The key to positive ROI in recruitment is to limit the time that a physician position remains open, thus minimizing the potential loss of revenue created by a physician vacancy.

Solution
For these campaigns we used a 3 prong approach including Direct Mail, Email, and a Position Specific Web Page. The postcard mailer and email design were personalized using the physician’s name and a personalized url that connected them to a web page. The web page was also personalized with the physician’s name and allowed tracking by the recruiter in real time of who was on the web site and what information they were reviewing. The recruiter would complete a follow-up phone call to the physician to explore their interest further and to screen the candidate.

The list target strategy is the most important part of a campaign. We evaluated list data of compiled sources, organizations, and journals and that would match outcomes for obtaining top candidates. Some data offered no advantage for the cost, nor email choices, or were of poor quality.

This approach was the best to target both passive and active candidates, create enough market layering that the potential candidate responds to the position, and the use of technology adds a dimension of communication and tracking that is very effective.

Results
Sports Medicine/Ortho Surgery
Sourced 2 qualified candidates by Direct Mailer campaign. Hired one.
National Average Fill Time: 14 months
Client Fill Time: 4 months
At-risk gross revenue realized: 10 months @ $188,416 per month.
Total $1,844,160.

Radiology generalists and sub-specialists
Sourced 5 qualified candidate for hard to fill radiological openings. Four positions filled.
National Average Fill Time: 12 Months
Client Fill Time: 5 months
At-risk gross revenue realized: 7 months @ $40,000 per month.
Total savings $1,400,000.

Transplant Surgery
Sourced 20 candidates all of whom stated web posting and direct mailer. Hired one.
National Average Fill Time: 14 months
Client Fill Time: 4 months
At-risk gross revenue realized: 10 Months @$72,500 per month.
Total savings $725,000.

Pediatric Adolescent Medicine
Sourced two qualified candidates. Hired one.
National Average Fill Time: 12 months
Client Fill Time: 3 months
At-risk gross revenue realized: 9 Months @ $53,583 per month.
Total savings $482,247.