Echo Branding in Physician Recruitment

Brand
Experience in
Physician
Recruitment:
Echo Branding
Dan Dunlop

You Differentiate
Yourself Everyday
in the Way Your
Hospital Presents
Itself to the Outside
World

@dandunlop | @JenningsHealth

Echo Branding

 Identification – Aligning our
personal values with those of
organizations, products,
brands, etc.
 Think about the brand
affiliations that help you
express your personal brand.


Echo Branding

 The fusion of self and brand,
thereby addressing one’s need
for meaning and belonging.
 Dan: Starbucks, Columbia,
Converse, Apple,
Amazon.com, Jeep


Echo Branding

 The reason why employees
perform better for organizations
where they share a sense of
purpose and vision.
 Ask yourself: What does my
organization stand for?
 A holistic look at recruitment
marketing. Truly integrated.


Echo Branding in
Recruitment

 It is not about you!
 You and your organization only
matter in the ways you are relevant
to the individuals you are recruiting
or seeking to attract.
 What are the needs and values of
your target audience?
 How do you reflect those in your
marketing and brand experience?


Well?

 Do they want to go to an
organization where they will be…
 Valued
 Respected
 Promoted
 Rewarded
 Marketed
 Informed
 Included


Not All Brands in a
Category Represent the
Same Values
 What’s the difference
between:
 Dunkin Donuts
 Starbucks
 Not all people see a brand
the same way: Golden
Corral story


So What Are These
Values?

 The space where the rational and
emotional intersect
 Self-worth
 Self-actualization
 Connecting
 Community
 Sustainability
 Reward (indulgence)
 Renewal (anything from Spa to
Hiking)


In What Ways Does
Your Organization
Communicate Your
“Values” Related to
Physicians


A Strategy That
Keeps Physicians In
The Foreground:
South Jersey Medical
Report


South Jersey Medical Report


Editorial Board
 Joseph E. Parrillo, M.D., Chair
 Frederic L. Ginsberg, M.D.
 Michael H. Goodman, M.D.
 Paul M. Lafferty, M.D.
 Joseph V. Lombardi, M.D.
 Robin L. Perry, M.D.
 Julie H. Prosseda, M.D,
 Robert A. Somer, M.D.
 David P. Warshal, M.D.
 Valerie P. Weil, M.D.
 Sarah I. Woodrow, M.D.

South Jersey Medical Report
Editorial Content Plan
 Clinical Care Updates  Advances in Medicine &
Technology
 Colleague Corner
 Blog Post Excerpts
 New Medical Staff Profiles
 Cooper News
 Upcoming CME’s
 Cooper Physician Relations
 Clinical Trials Contact Info

 Features on Two Service Lines
per Issue


An Integrated Program –
Elements:
 Dedicated Website
 Physician podcasts
 Physician videos
 Print and digital versions
 Radio campaign
 Modest social media elements


SJMR Microsite


Online Brand Experience:
Physician Online Profiles
 What do people learn about your
physicians when they view physician
profiles in your “Physician Finder?”

 Good photos at a minimum
 Interesting bios
 VIDEO


The Good


The Good
Elizabeth Warner MD
General Surgery

BS in Human Development from Cornell University MD from
Albany Medical College

The newest member of SVHC's general surgery team,
Elizabeth Warner recently joined SVHC after completing her
residency at Georgetown University Hospital in Washington,
DC.

"I chose to practice at Southwestern Vermont because I
believe I can practice at the standards that I want to have in
my professional career and live in a beautiful community that
is the kind of place where I want to raise my family.

The physicians here make it a priority to keep up with the
standards of care. And the hospital has really shown a
commitment to staying at the forefront of technology. I can do
advanced laparoscopic procedures that I’d be able to do in
the university setting as well. There’s also a real sense of
collegiality here between specialties and with nursing, which
is very important to me and really has a positive impact on
patient care.

The environment here is uncommonly supportive of new
physicians and extremely warm and collegial. I don’t feel like
I left behind anything when I left the big city. The kind of care
we’re offering here could stand up against a bigger hospital
anywhere."


The Less Good


The Tragic


Is This Any Way To Market a
Physician? Or to Introduce a
Physician to the World?


Referring Physician
Content
 The lack of content is astounding.

 What does it say to a visitor checking you
out?

 Act as if you expect referrals!

 Use video.

 Demonstrate a physician-friendly mindset.

 Articulate your philosophy for working with
referring physicians.


Fairly Ordinary Presence


Physician Update Blog


Physician Blogs

 Do your physicians blog?
Nurses? Allied health
professionals? Administration?
 Swedish example.
 What does this say to the
physician visiting your website?


Social Media

 Where is your organization in relation to
social media?

 Are you a dinosaur?

 What can a physician learn about your
organization by viewing your social media
presence?

 LinkedIn, Facebook, Twitter, YouTube…


Social Media


Newsroom and PR
 Do you have a comprehensive newsroom?

 In what ways do you promote your physicians through
PR?
 Pitch feature stories
 Press releases about professional
accomplishments, speaking engagements,
publications, etc.
 How do you promote new hires:
 Feature on website
 Newsletter mention (internal and external)
 Direct mail piece
 Press release to area publications and industry
publications
 Introductory video!

Do You Register
Your Physicians
with Profnet as
Expert Sources for
Media?


Do You Offer Media
Training to Your
Physicians?


Internal Communication

 How can an interested candidate
tap into your organization’s
internal communication?
 What would those materials say
about your organization?


Brand Advertising


Are Cooper and
SVMC
Communicating
Different Values?


Brand Experience
 Advertising

 Employee Communication

 Pressroom and PR efforts
 Expert Sources
 Media Training

 Physician Profiles & Physician Finder

 Looking Contemporary
 Social Media Presence
 Physician Blogs
 Online Video

 Overall Marketing of Your Physicians

Contact Information
 Dan Dunlop, Jennings
 Email: ddunlop@jenningsco.com
 Twitter: @dandunlop & @JenningsHealth
 Blog: http://thehealthcaremarketer.wordpress.com
 LinkedIn: http://www.linkedin.com/in/dandunlop
 Presentations: http://www.slideshare.net/dandunlop


Echo Branding in Physician Recruitment

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