Physician Marketing StrategiesLaura Kleffner

Physician marketing strategies are constantly evolving, driven by technological advancements and changes in how healthcare professionals engage with information. In the past, organizations relied heavily on print advertising to spread the word about open positions, but today, digital marketing has become a crucial component of recruitment strategies. Digital marketing offers the ability to create highly personalized ads targeting specific demographics, such as medical specialties or geographic locations, through geo-targeted advertising. With many organizations competing for the same physicians, how can you make your healthcare facility stand out?

Switch Up Your Marketing

Diversify Your Ad Messaging
Digital advertising platforms like Facebook and Google Ads allow for the creation of multiple ad sets with varied messaging. This flexibility enables organizations to experiment with different images, headlines, and calls to action to attract candidates more effectively. Since most ads are viewed on mobile devices or computers, it’s essential to keep your messaging concise and avoid text-heavy ads that can be difficult to read.

Leverage Physician Testimonials
Your current physicians can be powerful advocates for your organization. Collect testimonials that highlight their positive experiences and reasons for choosing and staying with your healthcare facility. Questions such as “What made you choose our organization?” or “Why do you continue to work at this hospital?” can prompt insightful responses. These testimonials can be featured in social media campaigns or other marketing materials. If your organization lacks in-house graphic design resources, consider using free online tools to create visually appealing social media graphics.

Host or Attend Physician Networking Events
Instead of relying solely on virtual tours, consider hosting in-person or hybrid physician networking events. These events provide an excellent opportunity to introduce potential candidates to your team, showcase your facilities, and create a welcoming environment. You can combine these events with informational sessions about your hospital’s values, culture, and benefits, making it easier for candidates to visualize themselves as part of your organization. Offering on-site or live-streamed facility tours during these events can still provide the immersive experience that candidates appreciate.

Make Your Hospital Stand Out

In a crowded market, differentiating your hospital requires creativity and strategic use of digital tools. By varying your ad messaging, utilizing testimonials, and offering immersive experiences like video tours, you can enhance your organization’s appeal and attract top physician talent.

Want to learn more about Digital Marketing? Contact us to schedule a demo!

*Originally posted on 4/28/2021. Last updated on 8/26/2024.

Laura Kleffner is the VP of Marketing Operations at PracticeMatch.

She has been with PracticeMatch since 2014. Laura is responsible for the PracticeMatch marketing strategy to reach physicians as well as healthcare organizations with a need for physician recruitment resources.