Effective Marketing and Sourcing Techniques Misty Simmering, Physician Recruitment Services Lead - CHRISTUS Health Louisiana Amy Eaton, Training and Development Manager, PracticeMatch

Guerrilla Marketing  What is Guerrilla Marketing?  Guerrilla Marketing and Physician Recruitment  Guerrilla Marketing Techniques  Rule of 3  Technology as a Resource  Conclusion  Q&A

What is Guerrilla Marketing? To create a unique, engaging and thought- provoking concept to generate buzz, and consequently turn viral. - Defined by Jay Conrad Levinson in his book Guerrilla Marketing

What Does That Mean?  Guerrilla Marketing relies on:  Time  Energy  Imagination Rather than a big marketing budget.

As it Applies to Physician Recruitment Guerrilla marketing efforts are highly effective because you are able to:  Target smaller groups (spend less money)  Be personal (build trust and rapport)

Guerrilla Marketing Techniques Rule of 3: A consumer needs exposure to your message 3 different times. 1. (Consider Direct Mail, Personalized Letters, Residency Programs, Career Fairs, Contacts through your state Department of Health and Hospitals, Free Online Job Posting Boards, Referral Marketing Campaigns, etc.)  Send to a targeted list using creative sourcing  Keep your content concise 2.Warm Call  Techniques and Attitude 3.Follow-up  Be thorough and creative

Rule of 3  Warm Calls  Follow-up Send Day 1

Rule of 3: Creative Approaches to Sourcing Hobbies/Interests readily available in the community or shared by a group of physicians

Rule of 3: Creative Approaches to Sourcing Doctor/Spouse Home Town (strong tie)

Rule of 3: Creative Approach to Sourcing Candidate Archive

Rule of 3: Creative Approach to Sourcing Licensed s

Rule of 3: Suggested Format – Keep it Concise 1-2 sentences about opportunity 5-6 bullet items about opportunity 1-2 sentences about facility/hospital Signature including all contact information

Rule of 3: Suggested Format – Keep it Concise

Rule of 3: Creative Approach to Sourcing Hobbies/Interests Doctor/Spouse Home or Family Town Candidate Archive Licensed s

Rule of 3 Warm Calls  Follow-up Send Day 1 View Delivery Report Day 3 Warm Calls Days 4-5 Read, Ties Preference

Rule of 3: Warm Calls Warm Calls – It’s a dirty job but somebody has to do it! Technique Attitude Recognize who Shake the nerves to warm call By sending an first, you’ve turned your “cold call” into a “warm call”.

Rule of 3: Warm Calls Technique Prioritize which candidates to call – reach out to the candidates who:  Read your  Specified they want to live in your area  Have strong ties to the area And create a call list of those candidates.

Rule of 3: Warm Calls Attitude Shake the nerves:  Visualize yourself hitting it off with the candidate  Talk with a smile – they can hear it  Be in a comfortable location or set your place of making calls to be comfortable TO YOU when making calls to physicians and their families  Make it feel like you are talking with family and friends (while being knowledgeable and informative)

Rule of 3: Warm Calls And remember…  Set the next appointment at the time of the 1 st appointment  Each “no” gets you closer to a “yes”  Make just one more call a day

Rule of 3 Warm Calls Follow-up Send Day 1 View Delivery Report Day 3 Warm Calls Days 4-5 Read, Ties Preference Follow-up Days 6-7 (ongoing)

Rule of 3: Follow-up Follow up, follow up, follow up!  Send thank you notes to potential candidates and gatekeepers  Send a personal item (if you know their interests) that shows the physician and his or her family that you know them as “individuals” vs. “just another doctor”  Send company information in a labeled hanging file folder – let them know it’s worth keeping  Promote trust – make a follow up phone call

Technology as a Resource Utilize FREE resources available to you  Social Networking  You Tube  Apps- design is not free, but not terribly expensive if used in the “right” ways  Skype  Webinars

Conclusion  Be creative when contacting physicians  Shake the nerves when warm calling  Be thorough when following up to establish trust  Use all available resources, not just the ones that cost money

Effective Marketing and Sourcing Techniques Q&A