Transcript Effective Marketing and Sourcing Techniques

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 thoughtprovoking 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. Email (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
Email
Warm Calls
Follow-up
Send
Email
Day 1
Rule of 3: Email
Creative Approaches to Sourcing
Hobbies/Interests readily available in the community or
shared by a group of physicians
Rule of 3: Email
Creative Approaches to Sourcing
Doctor/Spouse Home Town (strong tie)
Rule of 3: Email
Creative Approach to Sourcing
Candidate Archive
Rule of 3: Email
Creative Approach to Sourcing
Licensed Emails
Rule of 3: Email
Suggested Email 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: Email
Suggested Email Format – Keep it Concise
Rule of 3: Email
Creative Approach to Sourcing
 Hobbies/Interests
 Doctor/Spouse Home or Family Town
 Candidate Archive
 Licensed Emails
Rule of 3
Email
Warm Calls
Follow-up
Send
Email
View Email
Delivery
Report
Day 1
Day 3
Read, Ties
Preference
Warm
Calls
Days 4-5
Rule of 3: Warm Calls
Warm Calls – It’s a dirty job but somebody
has to do it!
Technique Attitude
Recognize who
to warm call
Shake the nerves
By sending an email 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 email
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 1st
appointment
Each “no” gets you closer to a “yes”
Make just one more call a day
Rule of 3
Email
Warm Calls
Follow-up
Send
Email
View Email
Delivery
Report
Day 1
Day 3
Read, Ties
Preference
Warm
Calls
Follow-up
Days 4-5
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