Sending the Right Message - Part II

So far, you have developed a detailed practice description and you have evaluated the opportunity for its benefits and drawbacks. It’s time to create content for your sourcing campaign.

As you start drafting content for your sourcing activities, here are some pointers:

1. Be upfront: Describe the opportunity in detail and highlight the most appealing aspects of the practice.

2. Make it easy for the reader: Don’t play guessing games with the candidate. Make it easy for the candidate to get the information he is looking for by including a detailed description of the opportunity, links to community information, links to the health system or hospital, etc.

3. Tell me more: Often I hear that it is better to be keep content general so the candidate is more inclined to contact you for more details. Exactly the opposite it true. CONTENT IS KING! The better you are able to describe the opportunity, the better your chances of getting responses. With Internet postings using key words throughout your description will also increase the visibility of your posting when a physician is searching the web.

4. What is the cool thing? Take advantage of the opportunity to highlight the best aspects of the practice (use the list of pros you developed when evaluating the opportunity). What is it that sets your opportunity above the others out there. Every opportunity has its positive aspects; life-style friendly call scheduled, call coverage at only one hospital, the perfect community to raise a family, nationally recognized colleagues, outstanding earning potential, etc. Be descriptive when highlighting the best aspects of the practice. Here are some examples:

• Practice with Drs. Barnes and Smith, nationally recognized in the field of…….
• Smithville, Indiana is conveniently located within two hours of Chicago and one hour from Indianapolis
• Home to one the best schools system in the state.
• You will benefit for a life-style friendly call schedule of 1:8


5. What’s in it for me? It is really important to talk about the benefits to the candidate. Look at the opportunity from a candidate’s point of view. Tell the candidate their life-style will benefit from the call schedule. Talk about all the amenities the community will offer.


The key to a candidate sourcing campaign’s success is effective writing. Sending the right message will result in a better response rate. Remember, CONTENT IS KING!