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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

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Effective Marketing and Sourcing Techniques

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  1. Effective Marketing and Sourcing Techniques Misty Simmering, Physician Recruitment Services Lead - CHRISTUS Health Louisiana Amy Eaton, Training and Development Manager, PracticeMatch

  2. Guerrilla Marketing • What is Guerrilla Marketing? • Guerrilla Marketing and Physician Recruitment • Guerrilla Marketing Techniques • Rule of 3 • Technology as a Resource • Conclusion • Q&A

  3. What is Guerrilla Marketing? To create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. - Defined by Jay Conrad Levinson in his book Guerrilla Marketing

  4. What Does That Mean? • Guerrilla Marketing relies on: • Time • Energy • Imagination Rather than a big marketing budget.

  5. 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)

  6. Guerrilla Marketing Techniques Rule of 3: A consumer needs exposure to your message 3 different times. • 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 • Warm Call • Techniques and Attitude • Follow-up • Be thorough and creative

  7. Rule of 3 • Email • Warm Calls • Follow-up Send Email Day 1

  8. Rule of 3: EmailCreative Approaches to Sourcing Hobbies/Interests readily available in the community or shared by a group of physicians

  9. Rule of 3: EmailCreative Approaches to Sourcing Doctor/Spouse Home Town (strong tie)

  10. Rule of 3: EmailCreative Approach to Sourcing Candidate Archive

  11. Rule of 3: EmailCreative Approach to Sourcing Licensed Emails

  12. 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

  13. Rule of 3: Email Suggested Email Format – Keep it Concise

  14. Rule of 3: Email Creative Approach to Sourcing • Hobbies/Interests • Doctor/Spouse Home or Family Town • Candidate Archive • Licensed Emails

  15. Rule of 3 • Email • Warm Calls • Follow-up Read, Ties View Email Delivery Report Warm Calls Send Email Preference Days 4-5 Day 1 Day 3

  16. Rule of 3: Warm Calls Warm Calls – It’s a dirty job but somebody has to do it! Technique Attitude Recognize who Shake the nerves to warm call By sending an email first, you’ve turned your “cold call” into a “warm call”.

  17. Rule of 3: Warm CallsTechnique 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.

  18. Rule of 3: Warm CallsAttitude 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)

  19. 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

  20. Rule of 3 • Email • Warm Calls • Follow-up Read, Ties View Email Delivery Report Warm Calls Send Email Follow-up Preference Days 4-5 Day 1 Day 3 Days 6-7 (ongoing)

  21. 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

  22. 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

  23. 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

  24. Effective Marketing and Sourcing Techniques Q&A

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