Brand Experience in
Physician Recruitment:
Echo Branding
Dan Dunlop
@dandunlop | @JenningsHealth
You Differentiate Yourself
Everyday in the Way Your
Hospital Presents Itself to the
Outside World
@dandunlop | @JenningsHealth
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.
@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
Echo Branding
The reason why employees perform better for organizations where they share a sense of purpose and vision.
Ask yourself: What does my organization stand for?
A holistic look at recruitment marketing. Truly integrated.
@dandunlop | @JenningsHealth
Echo Branding in Recruitment
It is not about you!
You and your organization only matter in the ways you are relevant to the individuals you are recruiting or seeking to attract.
What are the needs and values of your target audience?
How do you reflect those in your marketing and brand experience?
@dandunlop | @JenningsHealth
Well?
Do they want to go to an organization where they will be…ValuedRespectedPromotedRewardedMarketed Informed Included
@dandunlop | @JenningsHealth
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
@dandunlop | @JenningsHealth
So What Are These Values?
The space where the rational and emotional intersectSelf-worthSelf-actualizationConnectingCommunitySustainabilityReward (indulgence)Renewal (anything from Spa
to Hiking)
@dandunlop | @JenningsHealth
In What Ways Does Your Organization
Communicate Your “Values” Related to
Physicians
@dandunlop | @JenningsHealth
A Strategy That Keeps Physicians In
The Foreground: South Jersey
Medical Report
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South Jersey Medical Report
@dandunlop | @JenningsHealth
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 – Elements: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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The Good
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The Good
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The Good
@dandunlop | @JenningsHealth
The Good
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
The Less Good
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The Tragic
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Is This Any Way To Market a Physician? Or to Introduce a Physician to the World?
@dandunlop | @JenningsHealth
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
Fairly Ordinary Presence
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@dandunlop | @JenningsHealth
Physician Update Blog
@dandunlop | @JenningsHealth
@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?
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@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…
@dandunlop | @JenningsHealth
@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
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Do You Register Your Physicians with Profnet as Expert Sources
for Media?
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@dandunlop | @JenningsHealth
Do You Offer Media Training to Your Physicians?
@dandunlop | @JenningsHealth
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
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Brand Advertising
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@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Are Cooper and SVMC
Communicating Different Values?
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Brand Experience
Advertising
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
@dandunlop | @JenningsHealth
Contact Information
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
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