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