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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


  • 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
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