Brand Experience & Culture: Recruiting Physicians Online

Kevin Robinson, Communications Director, SVMCDan Dunlop, President, Jennings

Presentation Agenda

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• Differentiation your organization and expressing your unique culture via the online brand experience

• Part 1: SVMC Physician Recruitment Case Study

• Part 2: Using Echo Branding in online physician recruitment to make value-based connections

The SVHC Situation: September 2007

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• 25 open medical positions on a staff of 140

• 10 positions open for >1 year

• Only 20 active candidates

• Only recruiting successfully 5-10 docs for the previous 5 years

• Each hire costs about $25k in recruitment-associated fees

Strategy Session: Marketing + Physician Relations Goal: develop a recruitment campaign that Targeted select specialtiesRecruited physicians likely to staySet SVHC apart from hospitals competing for the same physicians

Spoke to physicians in their own language

Define the physician audience Northeast Love outdoor small town life 5 specialties (GI, internal med., family practice, neurology, pediatrics)

Tech savvy Want work to be more than just a job Want to stay connected to quality medical community

Define your brand and message SVMC offers outstanding quality of life Rural environment Family friendly Outdoor oriented Close to major metro areas

Quality of care at SVMC’s is top-notch Magnet hospital for nursing excellence Physicians trained at top medical schools and residency programs

Collegial atmosphere for practitioners

Choose your tactics Marketing tacticsOnlineDirect mailPrintVideo

Physician RelationsConference attendance

Ad specialties

Closing the saleFacility tourMedical staff mentors

Accommodations

SVHC Case Study: Marketing Online:

Developed physician focused recruiting website

Coupled with pay-per-click and contextual ads Included elements designed to appeal to tech-savvy physicians

Video Created “official” video Augmented with YouTube style videos

Direct Mail: used direct mail to drive the website

Direct Mail:Leaves Campaign

Left Brain/Right Brain

Direct mail campaigns developed by the Bennett Group, bennettgrouponline.com

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Videos

Video of Dr. Warner

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David Gorson, MD, FACEEndocrinology BS in biology from Franklin and Marshall CollegeMD from Pennsylvania State University

"I finished my fellowship in endocrinology at Mt Sinai Hospital in New York, and my wife and I moved to Florida, her home state. Soon, we realized we wanted to be in a smaller community. We missed the seasons, so we returned to the Northeast. I really wanted to practice where I could make a difference. In Florida, there were five other endocrinologists on the same floor of my medical office building. When I moved here in 1992, I was the third endocrinologist in Vermont.“

"I have most everything I could wish for here. SVMC has a really solid medical staff, especially for a small community hospital. Because we are reasonably close to Albany, I can attend Endocrine conferences there, and I hold a Clinical Assistant Professorship in the Division of Endocrinology at Albany Medical College. I enjoy teaching the residents and fellows there. I've been privileged to introduce insulin pumps and bone densitometry to our rural community. And, my wife and I enjoy our rural lifestyle only a few hours from major cities."

Online Advertising

Social Media Presence

Closing the Sale Centralized recruiting Developed a process for handling recruitment

Focus on candidate visitsEnsured that the visit matches the marketing materials

Ensure that physicians are paired with other physicians with similar interests

Be prepared to make an offer

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SVHC Physician Recruitment Results

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The Results: December 2007

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• 110 new active candidates

• 13 Online Application

• 10 Completed Applications online

• 3 Completed Applications from

Search Engine Marketing (SEM)

alone

• 40% of visitors from SEM alone

Post Script: August 2008 Closed 17 physicians in one year – a record for SVHC – 100% increase in successful recruitsConsidered successful if we hit 10 – it was a “home run”

Number of open positions always there due to retirement – this campaign’s success was the recruitment side not the reduction of open positions because they’ll always be there

“Millennials” less likely to stay in one place for career so always replacing them

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What’s next?

2009: Significant decrease in recruitment

Creation of Putnam Medical Group website

Revamp of current Facebook page with exclusive physician section

Echo Branding Identification – Aligning our personal values with those of organizations, products, brands, etc.

Think about the brand affiliations that help you express your personal brand.

You differentiate your organization everyday in the ways you present it to the outside world

@dandunlop | @JenningsHealth

Echo Branding

The fusion of self and brand, thereby addressing one’s need for meaning and belonging.

Dan: Starbucks, Columbia, Converse, Apple, Amazon.com, Jeep

@dandunlop | @JenningsHealth

What Do Physicians Want? Well? Do they want to go to an organization where they will be… Valued Respected Promoted Rewarded Marketed Informed Included

Does your online presence convey all of that?

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Not All Brands in a Category Represent the Same Values

What’s the difference between:Dunkin DonutsStarbucks

Not all people see a brand the same way: Golden Corral story

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Where Are Those Values Often Expressed? In your organization’s online presence! And in everything you do.

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You Saw the SVHC Example from Kevin: Echo Branding

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BUT ECHO BRANDING MOVES BEYOND YOUR OBVIOUS RECRUITING EFFORTS

SOUTH JERSEY MEDICAL REPORT: KEEPING PHYSICIANS IN THE FOREGROUND

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South Jersey Medical Report

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Editorial Board

Joseph E. Parrillo, M.D., Chair

Frederic L. Ginsberg, M.D. Michael H. Goodman, M.D. Paul M. Lafferty, M.D. Joseph V. Lombardi, M.D. Robin L. Perry, M.D. Julie H. Prosseda, M.D, Robert A. Somer, M.D. David P. Warshal, M.D. Valerie P. Weil, M.D. Sarah I. Woodrow, M.D.

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South Jersey Medical ReportEditorial Content Plan Clinical Care Updates Colleague Corner New Medical Staff

Profiles Upcoming CME’s Clinical Trials Features on Two

Service Lines per Issue

Advances in Medicine & Technology

Blog Post Excerpts Cooper News Cooper Physician

Relations Contact Info

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An Integrated Program: Dedicated Website Physician podcasts Physician videos Print and digital versions

Radio campaign Modest social media elements

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SJMR Microsite

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South Jersey Medical Report

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Online Brand Experience: Physician Online Profiles What do people learn about your physicians when they view physician profiles in your “Physician Finder?”

Good photos at a minimum Interesting bios VIDEO

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Elizabeth Warner MDGeneral Surgery

BS in Human Development from Cornell University MD from Albany Medical College

The newest member of SVHC's general surgery team, Elizabeth Warner recently joined SVHC after completing her residency at Georgetown University Hospital in Washington, DC.

"I chose to practice at Southwestern Vermont because I believe I can practice at the standards that I want to have in my professional career and live in a beautiful community that is the kind of place where I want to raise my family.

The physicians here make it a priority to keep up with the standards of care. And the hospital has really shown a commitment to staying at the forefront of technology. I can do advanced laparoscopic procedures that I’d be able to do in the university setting as well. There’s also a real sense of collegiality here between specialties and with nursing, which is very important to me and really has a positive impact on patient care.

The environment here is uncommonly supportive of new physicians and extremely warm and collegial. I don’t feel like I left behind anything when I left the big city. The kind of care we’re offering here could stand up against a bigger hospital anywhere."

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@dandunlop | @JenningsHealth

The Tragic

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Online Brand Experience: Referring Physician Content The lack of content is astounding.

What does it say to a visitor checking you out?

Act as if you expect referrals! Use video. Demonstrate a physician-friendly mindset.

Articulate your philosophy for working with referring physicians.

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Mayo’s Physician Update Blog

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Online Brand Experience: Physician Blogs Do your physicians blog? Nurses? Allied health professionals? Administration?

Swedish example. What does this say to the physician visiting your website?

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Online Brand Experience: Social Media Where is your organization in relation to social media?

Are you a dinosaur? What can a physician learn about your organization by viewing your social media presence?

LinkedIn, Facebook, Twitter, YouTube…

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@dandunlop | @JenningsHealth

Social Media

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Online Brand Experience: Newsroom and PR Do you have a comprehensive newsroom? In what ways do you promote your physicians through PR? Pitch feature stories Press releases about professional accomplishments, speaking engagements, publications, etc.

How do you promote new hires: Feature on website Newsletter mention (internal and external) Direct mail piece Press release to area publications and industry publications

Introductory video!@dandunlop |

@JenningsHealth

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@dandunlop | @JenningsHealth

Do You Register Your Physicians with Profnet as Expert Sources for Media?

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Online Brand Experience: Internal Communication How can an interested candidate tap into your organization’s internal communication?

What would those materials say about your organization?

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Beyond Online: Your Ad Campaign

(Remember the Starbucks vs. Dunkin Donuts example)

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ARE COOPER AND SVMC COMMUNICATING DIFFERENT VALUES?

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Brand Experience & Echo Branding

Employee Communication Pressroom and PR efforts

Expert Sources Media Training

Physician Profiles & Physician Finder

Looking Contemporary Social Media Presence Physician Blogs Online Video

Overall Marketing of Your Physicians

Traditional Advertising@dandunlop |

@JenningsHealth

@dandunlop | @JenningsHealth

Contact Information Kevin Robinson, Southwestern Vermont Medical Center

Email: ROBK@phin.org LinkedIn: http://www.linkedin.com/pub/kevin-robinson/3/593/311

Dan Dunlop, Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop & @JenningsHealth Blog: http://thehealthcaremarketer.wordpress.com LinkedIn: http://www.linkedin.com/in/dandunlop Presentations: http://www.slideshare.net/dandunlop