Physician Recruitment CASE STUDY
Marketing Communication Challenge
Our client needed to market nationally to a targeted candidate pool in a way that would distinguish them from other health systems. The goal was to attract the right qualified candidates while deterring candidates that would not be a good fit for their organization or rural location. The variety of searches included, key program leadership positions, multiple sub-specialty physician openings, physician assistants and nurse practitioners.
The strategy for solving our clients’ physician and mid-level recruiting challenges needed to include key elements:
- Combine digital and print marketing tactics to directly communicate to targeted candidates while supporting a consistent recruitment branding message.
- Produce a branded recruitment portal that:
- Supported web and mobile device visitors
- Provide specific opportunity focused landing pages for each campaign
- Provide general health system overview, about the area and other key unique differentiators, attributes and benefits of the health system
- Integrate seamlessly with an Applicant Tracking System (ATS)
- Track and report individual candidates who visited from the campaigns
- Provide specific contact information to client recruitment team for qualified candidates that visit the opportunity specific pages or recruitment portal
Successful Strategy and Solution implemented by Smart Partner
- Researched and acquired the specific list of the targeted qualified candidates for each campaign
- Recruitment marketing plan developed for each campaign
- Copywriting for all mailers, advertising tactics, web/mobile portal and opportunity pages
- Designed, produced and managed web/mobile portal and opportunity pages
- Industry leading PURL-based tracking/reporting for all print and digital tactics
- Digital print and mail campaign mailed to targeted audience for each search
- Seamlessly integrated with ATS vendor and simplified initial contact information collection form to save time and improve experience for potential applicant
- Weekly status updates on all campaigns and tactics
Results
- Client has hired 24 physicians and mid-level providers resulting in projected revenue increase of $36 Million for the health system
- Greater than 70% contract acceptance rate