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The Mobile Generation:
Up Your Game with Social
Media
1
Sharon
ThompsonManager of Business Development
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Works with clinics and health care systems in the Northwest Region to place highly qualified physicians and Advanced Practice Providers
In-house recruiter in Port Angeles, WA, for almost ten years
Fellow of the Association of Staff Physician Recruiters since 2016
JACKSON PHYSICIAN SEARCH: FAST
FACTS
• Serving clients nationwide for 40 years
• Headquartered in Atlanta
• Main regional offices in Dallas, Denverand St. Louis
• 5 satellite offices
• Modern Healthcare’s Best Places to Work:
• #9 overall in supplier category
• #4 in best places for Millennials
• Great Place to Work®
• Certified by independent analysts
• Fortune’s 25 top small workplaces in the U.S.
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LEARNING OBJECTIVES
Identify the differences in generational demographics that require new approaches to recruiting
ONE
Understand how to build brand reputation and relationships among physicians though social and digital media channels
TWO
Deploy practical techniques that make outreach more personal and relevant based on your targets' interests and motivations
THREE
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The smart way to quickly and
cost-effectively engage the
right candidates and score better
hires
SOCIAL & DIGITAL MEDIA
Look Up!
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Look Around!
WHYyou need social and digital media
WHOuses social and digital media for networking and finding jobs
HOWto engage and recruit them
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THEPHYSICIAN SHORTAGE
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RANKS IN THE
TOP THREE
CONCERNSFOR HOSPITAL CEOS
SHORTAGE IS ACUTE OUTSIDE OF
MAJOR CITIES
Only 8%of physicians practice in rural areas
About 20%of Americans live in rural areas where many do not have easy access to primary care or specialist services
Source: Trend Watch, American Hospital Association, January 2015 and Doximity
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FAMILY MEDICINE BY THE NUMBERS
CANDIDATE POOL NORTHWEST STATES*
Source: 2017 AAMC State Physician Workforce State Profiles; and2018 NRMP Main Residency Match report
Active Family Medicine Physicians7,435
Physicians Under 60
5,130
Est. 6.8% Turnover349
(+) 3Y Residents213
562
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*States included:Alaska, Idaho, MontanaOregon, Washington, Wyoming
CHANGING FACE OF MEDICINE
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Source: AAMC The Complexities of Physician Supply and Demand, April 2016
REACHING PASSIVE
CANDIDATES
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SEARCHING FORJOBS
INTERESTED, BUTNOT PROACTIVE
HAPPY IN CURRENTPOSITION
WHOis using social media
WHYit needs to be in your mix
HOWto make it work
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87%of physicians
ages 26-55 are using social
media
Source: CDW Healthcare 2015 Healthcare Social Media Report -http://www.cdwcommunit.com/resources/infographic/social-media/
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65%of “traditional” physicians
over 55 are using social media
Source: CDW Healthcare 2015 Healthcare Social Media Report -http://www.cdwcommunit.com/resources/infographic/social-media/
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SOCIAL AND DIGITAL MEDIA
Rise of the
Digital Omnivore
Maximizing Multi-Screen Engagement Among Clinicians, Epocrates, Inc. 2013
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SOCIAL AND DIGITAL MEDIA
of all physicians use social media for professional networking31%
Source: Maximizing Multi-Screen Engagement Among Clinicians, Epocrates, Inc. 2013; MedTech Media 2015
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of U.S. physicians are on Doximity – a “Top 5” smartphone app used by the American College of Physicians70%
Source: Doximity; American College of Physicians
SOCIAL AND DIGITAL MEDIA
SOCIAL AND DIGITAL MEDIA
of all physicians use smartphonesfor professional reasons94%
Source: Maximizing Multi-Screen Engagement Among Clinicians, Epocrates, Inc. 2013; MedTech Media 2015
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HOWto engage and recruit them
WHYyou need social and digital media
WHOuses social and digital media for networking and finding jobs
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BE EFFICIENT AND STRATEGIC
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of physicians prefer to receive information about job
opportunities via email.
Source: MMS Job Opportunity Preferences
53% of healthcare professionals read job opportunity emails after 6 p.m.
over
98%
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SOURCING CANDIDATES
Rise of the Digital Omnivore
Source: Doximity Physician Survey
BEWARE...YOU MUST BE RELEVANT
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16%contacted
onceper week
39%multiple contactsper week
55%of physicians get
weeklyjob
opportunities
Less than
10%of recruiter
communications are
relevant
TEACH
BUYBUILD
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CRAFTING AN AGILE AND
STRATEGIC RECRUITING
PROCESS Mobile Website
Candidate Application System
Social Media Network
Physician Database
Email Marketing System
Job Board &Event Presence
Personal Networking
Effective Communication
Candidate Vetting
DIGITALLY SOURCING CANDIDATES
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Peer-to-Peer
CommunitiesUse Doximity’s Talent
Finder Tool, NEJM’s
Resident 360,
SERMO,
Social MediaFollow Industry Leaders,
Join Discussion Groups,
Network with Followers,
Use Targeting Tools
Job BoardsResume Search and
Download, Job Posting
Leads
Network Online & Offline
Target Your
Audience in
Identify Physician
Champions&
Influencers
Post Links to
Your PagesJoin
Social Media Groups
Boost Posts to Targeted Audiences
Host Networking
Events
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SOCIAL NETWORKING
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Embracing Social Media Has Become
Central to Recruiting
Leveraging it Successfully Requires a Keen Understanding of the Candidate Pool
…and Developing the Proficiency to Engage Them
Approach these social media recruiting activities with a
strategic and effective protocol.
We’ve created an acronym to help you out.
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SEGMENT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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ENGAGEAUTHENTIC
HABIT
RELEVANTCREDIBLE
SEGMENT (AND TARGET)
On Facebook, LinkedIn and Twitter
• Key Word Searches
• Find and Join Relevant Groups
• Hashtag Searches
• Boost Posts to Targeted Audience (i.e. by job title)
• Use a Marketing Platform to Map CRM Data to Social Followers
On Doximity
• Talent Finder
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ENGAGE
On Facebook, LinkedIn and Twitter
• Find and friend / follow prospects
• Find and friend/ follow physician champions or influencers
• Post engaging and relevant content, articles, news, and jobs
• Share and like what they post when it is relevant
• Find and join relevant groups on social media sites
• Answer physician’s general questions regarding job search, etc.
• Use Hashtags to make your posts discoverable
(http://hashtagify.me/)
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AUTHENTICShare Engaging and Relevant Content
Use a Personable and “Real” Voice
Be Professional and Approachable
Fit Hospital’s Culture, Comfort Level and Capabilities
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RELEVANT
What your physician candidate audience cares about
What insider information or tips you can offer
#1
#2
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CREDIBLE
Be credible as a recruiter and as a trusted resource who adds value and expertise to
followers and within groups and discussions
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HABITPost regularly to keep your pages fresh
and to keep yourself in their newsfeeds
3-5 times per week on each channel you use
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SEGMENT
ENGAGE
AUTHENTIC
RELEVANT
CREDIBLE
HABIT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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Why?
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ACCELERATE
THE
SEARCH
Shorten Vacancy Time
by 60 days
for Revenue Gain of $138,000* Given $828,000 average revenue per primary care physician per year (specialists will be more)
Source: AMGA 2017 Medical Group Compensation and Production Survey, MGMA 2017 Practice Compensation Report
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LOWER THE COST OF HIRE AND
MAXIMIZE REVENUE
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Build your brand and reach passive candidates by being the trusted source for relevant content
KEY TAKEAWAYS: FIND AND KEEP TOP
PROVIDERS
Adopt social and digital technology to enhance targeting and leverage networks
Use social and digital media tools efficiently to improve efficiency and accelerate the search
Make the social “S.E.A.R.C.H.” protocol your best practice approach
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Time for Questions!
ADDITIONAL RESOURCES
White Paper: Physician Workforce Through 2030: Social Media for Physician Recruitment
Infographic Guide: Physician Trends – Social Media
Infographic Guides: Physician Trends, Engagement and Networking
Guide to Developing a Strategic Physician Recruitment Plan
Case Studies
Physician Salary Calculator
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Contact Sharon Thompson, Regional [email protected] 770-643-5706
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Sharon Thompson, Manager of Business Development
The most rewarding part of my jobIt is our job to understand the needs of community health centers, discover the motivations of candidates, and find the fit that works for the health center, community, physician and their family. In my previous role as an in-house recruiter, the partnership with Jackson Physician Search allowed me to experience – first-hand – the value of transparent terms, excellent customer service, consultative advice and best practices that produce results.
BiographySharon Thompson, Manager of Business Development for Jackson Physician Search, works with clinics and health care systems in the Northwest Region to place highly qualified physicians and advanced practice providers.
As an in-house recruiter in the rural community of Port Angeles, Washington, for almost ten years, Sharon truly understands the challenges of recruiting providers, especially to rural areas, as well as the significant impact and importance of bringing health care providers to communities.
Sharon is a Fellow of the Association of Staff Physician Recruiters, and holds a Bachelor of Arts from Kenyon College, where she graduated cum laude.
[email protected]: 770.643.5706 C: 360.450.1491
