by Dr. Sue Kressly
Independent pediatric practices who are growing and thriving need to position themselves in a way that attracts new physicians to their practice. In an ever-challenging healthcare job marketplace, how can practices compete with health systems in their quest for talent? Successful practices have realized the following two necessary components:
1. The practice must unburden themselves with historical physician work schedules and re-imagine the way to give great care to patients and have personally fulfilled pediatricians working in a way that is meaningful to them.
2. The practice must look for modern and innovative ways to sell themselves to prospective physicians.
Let’s examine some key elements of both.
Balancing the needs of patients and families with the needs of physicians and their families!
Bottom line: you’re an independent innovative practice. You can be creative about the ways you balance your patients’ needs and your physicians’ needs. The health system can’t be that flexible or innovative because of their multiple layers of bureaucracy. Go think outside the box and be creative. It’s inspiring to come to work for an inspiring, innovative practice.
Now, how do you market yourself so other physicians say “I want to be a part of that”?
1. Be inspiring
Don’t just make one of those boring ads that says “FT pediatrician wanted, competitive starting salary, on call one night in 4, every 4th weekend. Awesome community to work in.” That’s not marketing.
2. Be personal
Create a video (it’s really not that hard or expensive – use your phone, iPad, etc.) that highlights the PEOPLE in your practice team. Include compelling reasons why you want to welcome someone who has their own areas of interest, is creative and can leave their individual mark on your practice. Highlight your doctor who has been able to bring an asthma program to your practice, or someone who is having a great time serving the special needs children in your community. Physicians are smart and they want to be valued. Welcome the value they bring to your practice. (If you haven’t done this for the physicians that already work for you, then you have some work to do first! If you are lucky enough to attract someone awesome they won’t stay if you don’t let them shine.)
3. Be understanding and supportive
Many young physicians are graduating with an enormous amount of medical school debt and have delayed starting a family because of it. Find a way to meet them where they are and make them feel understood and valued. This is an investment in your practice’s future! Will a one-time relocation package or a signing bonus for a new physician help ensure your practice’s future success?
4. Be creative
Where are these new physicians you want to hire? On social media? On listservs? In a nearby training program where you can let them rotate through your office and give them a firsthand look at your awesome practice? Host them for happy hour at your house and mentor them.
You have a distinct advantage over the health system. You ARE doing the job these new physicians want to be doing. You went into pediatrics to care for families and follow your passion. Use your passion for your practice and your willingness to be creative, innovative, and inspirational to attract new physicians to grow your team. Good luck!
Office Practicum is a leading provider of pediatric-specific solutions. Our EHR, PM system, and billing services help pediatric practices improve clinical and financial outcomes. Contact us today to learn more.