Reaching Residents and Fellows - Part II

Before I go on, let’s talk about timeframe. When is the best time to launch a resident outreach program? I think it is best to start contacting graduating residents/fellows about one year before they complete their training – July or August.

Now it is time to plan your resident reach campaign. Here is what I recommend:

First, develop a direct mail piece that is targeted to residency or fellowship program directors. The mailer should include a cover letter introducing yourself and the opportunity you are marketing. A color flyer with a detailed description of your opportunity should also be included. The cover letter should ask that the flyer be posted on their “job posting board”.

Second, develop an email blast (an HTML would be best) introducing yourself and the opportunity you are marketing. The text of the email should also mention that you will be calling to discuss the opportunity in more detail.

Once you have started cold calling candidates, you will need to send email blasts out every few weeks.

Third, start cold calling! This is probably one of the least attractive aspects about our jobs. But I think it is an essential component of reaching residents or fellow. Historically I have found the best way to reach residents or fellow is by calling the paging operator and have the resident/fellow paged. The resident or fellow will not necessarily know who is paging them and will be less likely to ignore the call (unless they are in surgery, with a patient, etc.) When the page is picked-up, please be respectful of their time. If the resident says he can’t talk because he is in the middle of something, ask for a cell phone number and find out when you can reach him. Keep in mind these physicians have a tremendous responsibility caring for their patients.

Keep a spreadsheet listing the names of the residents you are calling and make a note of their status (how many times you’ve tried paging the resident, interest level once your reach him, etc).

September to February will be the best months to cold call residents/fellows.

I think it is important to point out that we need to start developing a relationship with graduating residents/fellows early. If you have the time and manpower, start emailing first year residents and fellows – you can direct them to your Facebook page, website, Twitter, etc. By establishing a professional relationship earlier, we have a higher chance of the resident coming to us when the are ready to start looking.

Well, that’s it! Even though cold calling and direct mail may seem antiquated, they still have their place in the recruitment world.