A Carolinas HealthCare System Case Study Shawn Kessler, Senior Strategist, ab+c Creative Intelligence

Introductions

About ab+c

About Carolinas HealthCare System

Where our story begins…

This is the business case…

Effective Physician & Advanced Practitioner Recruitment An Organizational Imperative

Success requires the right tools Solid understanding of our Employment Brand –What is better about CHS compared to our competition? –What are our marketable traits? –What are our key messaging points? –What are the character traits of our ideal candidate? –What are our weaknesses? So we can defend them! Effective provider recruitment Web Portal –Written specifically for providers, not patients –Organized to make our large system manageable –Easy to use, guiding candidates down the path to employment Consistent and clear Marketing Tools –Direct mail templates, templates, journal ad templates, etc.

The growing physician shortage

Physician population will grow by 7% 36% increase in the number of Americans over 65 In 2011 only 51% of searches were filled nationally—a decrease from 60% in 2010 Searches that were open for more than one year rose from 36% in 2010 to 42% in 2011 Primary Care saw its average time-to-fill increase 20% The “most urgent health problem facing this country at the present time” = access

The cost of a physician vacancy On quality and patient experience: See more patients in less time Retain patients and continue growth Cover additional call Family pressures due to more time working Negative patient perception - physician time = quality Patient migration

The cost of a physician vacancy On the bottom line: Felt beyond the department – pushing into testing, diagnostic and rehab services Average net revenue = $1,543,788 $1 paid = $9.38 received Thousands “at-risk” every week

Carolinas HealthCare System What it means to us Year to date (9 months): CHS consolidated and non-consolidated employed physicians (1,278.57) accounted for $727,895,549 CHSMG net revenue. This equates to $759,072 CHSMG net revenue per physician, per year. Carolinas HealthCare System is currently seeking 275 physicians. Some of these positions have been open for as long as 2.5 years.

Carolinas HealthCare System For every month a physician position stays open, Carolinas HealthCare System suffers an average CHSMG net revenue loss of: $63,256

Carolinas HealthCare System Currently, the average time to fill a position at Carolinas HealthCare System is 10.7 months. If we improve our time-to-fill by just 5%, the organization would realize a CHSMG net revenue gain of $9,306,547 Per Year

How we will accomplish our goal Research our unique employment branding value proposition Develop a best-in-class recruitment web portal Create consistent and clear marketing tools to push candidates to the portal

10 benefits of a strong employment brand Creates efficiencies and drives strategies More candidates that match organizational culture Increased attraction and closing of passive candidates Lower rate of offer rejection Larger number of employee referrals Higher likelihood of employee brand ambassadorship Increased levels of employee engagement Provides a competitive advantage Improved patient satisfaction Shorter recruitment cycles

Bottom-line benefits Two times lower cost per hire 28% lower turnover rates Research shows a connection between developing an attractive workplace and performing financially well 70% of job candidates willing to accept less than their lowest desired salary Attract at least 3.5 times more applicants per job

Proposed architecture and content TOP SECRET!

Carolinas HealthCare System Currently, the average time to fill a position at Carolinas HealthCare System is 10.7 months. If we improve our time-to-fill by just 5%, the organization would realize a CHSMG net revenue gain of $9,306,547 Per Year

Carolinas HealthCare System If we improve by 20%: $37,226,186 Per Year

“Creativity is intelligence having fun.” — Albert Einstein Questions? Thank you! Shawn Kessler, Senior Strategist, ab+c Creative Intelligence