The demands of physician recruitment continue to get more and more tedious as recruiters begin to drown in volume. Obtaining the best physicians for your practice or organization requires multiple key players and components. It is important to not only focus on making a better recruitment process within your organization but to also call on physician liaisons to create better programs that physicians desire to be involved in.
According to Medscape’s 2016 Physician Compensation Report, career satisfaction among physicians is at 60 percent while specialties such as family medicine are at an even more disappointingly low 30 percent. How do physician liaisons increase these satisfaction rates within their own programs and organizations? How do recruiters find top physicians and show them that their program / organization is more rewarding?
First Focus on Physician Recruiters
In order to create content that connects with physicians, all recruiters should be knowledgeable about the specialty in which they are recruiting. Credibility on their specialty of recruitment can mean the difference between landing a top physician and being seen as another organization hassling for a resident’s attention. Through being knowledgeable, recruiters are able to build relationships with not only physicians but also internal stakeholders. Expertise and influence are needed to keep a recruiter relevant in a field that often overlooks recruitment let alone recruitment without depth.
How Do Doctors Like to Receive Our Information
Knowing how to mix up contact methods in recruitment is imperative to the recruitment strategy. Email continues to be one of the best tools for messaging residents although it can be easy to ignore. The key to getting in contact with residents is persistence, whilst avoiding annoyance. For example, if a recruiter has their eye on a resident and the recruiter does not message them enough, the recruiter may miss the time when the resident is ready to make their decision. However, if a recruiter messages too many times it is possible that said resident may become annoyed and uninterested.
“Most of the successful people I’ve known are the ones who do more listening than talking.”
― Bernard M. Baruch
When recruiters do get in contact with a top resident, they should be sure to listen to their wants and needs. A recruiter’s goal is not to make a sale but to build a relationship with this physician that shows their organization wants to create a work environment that respects the physician and involves them in decisions about their own career.
Lastly, recruiters and physician liaisons should focus on building a reliable recruitment process. Working with numerous aspects that affect your recruitment process such as internal personalities and the needs of candidates can make consistency difficult. However, a sturdy physician recruitment process is key to having an organized recruitment approach.
Use Data to Scout the Best Physicians
While data can often stirr a plethora of emotions from staff, without data, leaders and teams would be in the dark when it comes to developing strategies. A poll done by Marketware determined that the top two areas liaison teams could improve with the support of data are: strategic planning and proving team ROI. Having access to internal (financial, clinical, operational, etc.) and external (2nd and 3rd party, information from the field, etc.) data is imperative to putting proven intelligence behind strategies. A platform that manages and evaluates internal and external data relieves some of the stress off of a team and allows them to focus on other issues, accomplishing more tasks and increasing ROI more efficiently.
In Kriss Barlow’s book, “An Idea a Day for Healthcare Sales,” Barlow discusses that targeting the right prospect is key rather than recruiting based off of intuition. It’s imperative to obtain true and organized data to better focus on who recruiters should be targeting. Carrie Bennett – VP of Client Strategy at Marketware – reiterates the importance of using a data driven approach. In “Strategies & Tactics for Driving Physician Engagement & Loyalty,” Bennett discusses her time as a physician liaison before data was available to her organization and comparing her strategies to the point she was able to gain more access to data.
Recruiters should be casting a wide net when it comes to residents but also focus on candidates that are most likely to connect and will better their organization. A data analytics platform ensures that time and resources are spent on the right candidates through building solid strategies and proving measurements of success.
Build a Great Program Physicians Will Love
A physician liaison’s main goal should be to enhance the experience of their practice. Bettering the life of physicians sets a foundation for an amazing program that top residents wish to be a part of. As stated earlier, the satisfaction rate of physicians is disappointingly low; it’s time to bring that number up. Without a doubt, salary is a key component of today’s recruitment and retention discussion. However, the process of obtaining a high-level physician is much more than numbers; in the long run, it’s about physician’s professional fulfillment.
In, “How Physician Relations Can Build Value Into Every Visit,” Kriss Barlow discusses the pressures within the practice for physicians to see more patients and fighting to have valuable time with physicians despite this pressure. Managing inefficiencies within and outside the practice as well as communicating what is needed decreases disruptions and allows physicians to practice. Allowing physician involvement in decisions that impact them directly, finding out physician’s personal goals and allowing them to do meaningful work that they love are just a few ways of increasing long-term professional fulfillment.
How Helpful Do Doctors Find the Topics the Physician Liaison Discusses With Them
Building a program to better current physician’s lives gives an organization a good reputation and can increase referral potential. Of course, salaries should remain competitive, but, it is important to create a program that is more than just financial gain. Innovating a space that allows physicians to grow in what they love and are trained to do increases physician loyalty and makes recruiters lives easier.
Attracting the best physicians is more than the involvement of recruiters. It is realizing that candidates care about more than salaries. Then, building programs that reflect physicians wants and needs to increase professional fulfillment. Obtaining top physicians is the responsibility of credible recruiters and physician liaisons. Through building a program that involves physician’s and candidate’s desires, an organization will not only attract top candidates but will also improve physician loyalty, therefore enhancing referrals and increasing efficiency of ROI.