Sending the Right Message - Part I

Over the last few weeks, I have talked a lot about different sourcing tools to reach prospective candidates. Some tools are new technology and others are tried and true strategies.

Implementing a detailed sourcing plan that includes a variety of sourcing activities such as website postings, print ads, email blasts, social networking and others is important. BUT if you are not sending the right message, you will not get a good return on your investment. I have said this before, “garbage in, garbage out”.

So how do we develop content for our sourcing activities that will trigger a response from prospective candidates? First, understand the practice opportunity you are marketing. I know this sounds very basic but it is critical. Take the time to meet with physicians and other staff in the practice. Here is the information you need to obtain:

• Reason for recruitment of new physician
• Typical week look like for the physicians in the practice
• Call schedule (weekends and weekdays)
• Compensation range/ benefits if any
• Anticipated volume of patients the new physician will see
• Type of candidate the practice is seeking
• Ideal timeframe for new physician to start
• Practice location details

I think it is also important to ask physicians in the practice why they joined. Also, ask them what they think is most appealing about their practice opportunity.

Once you have a good understanding the practice opportunity, prepare a practice profile. The practice profile will help develop you sourcing campaign and it is an excellent resource when you are speaking to prospective candidates. Using the practice profile evaluate the pros and cons. What are the best and the least attractive components of the opportunity. Physicians will look at three things to determine initial interest:

Geography – Where is the practice located?

Practice Setting - What type of practice is it – solo, single specialty, multi-specialty, etc?

Compensation - What is the initial compensation offered? What is the earning potential?


Now you are ready to start the sourcing campaign.