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Brand Experience & Culture: Recruiting Physicians Online
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Transcript of Brand Experience & Culture: Recruiting Physicians Online
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.
@dandunlop | @JenningsHealth
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
@dandunlop | @JenningsHealth
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."
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@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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@dandunlop | @JenningsHealth
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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@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
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
@dandunlop | @JenningsHealth
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
@dandunlop | @JenningsHealth
@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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@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Beyond Online: Your Ad Campaign
(Remember the Starbucks vs. Dunkin Donuts example)
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@dandunlop | @JenningsHealth
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: [email protected] LinkedIn: http://www.linkedin.com/pub/kevin-robinson/3/593/311
Dan Dunlop, Jennings Email: [email protected] Twitter: @dandunlop & @JenningsHealth Blog: http://thehealthcaremarketer.wordpress.com LinkedIn: http://www.linkedin.com/in/dandunlop Presentations: http://www.slideshare.net/dandunlop