echo branding in physician recruitment

Brand Experience in

Physician Recruitment:

Echo Branding

Dan Dunlop

@dandunlop | @JenningsHealth

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.

@dandunlop | @JenningsHealth

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

@dandunlop | @JenningsHealth

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.

@dandunlop | @JenningsHealth

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?

@dandunlop | @JenningsHealth

Well?

Do they want to go to an organization where they will be…ValuedRespectedPromotedRewardedMarketed Informed Included

@dandunlop | @JenningsHealth

Not All Brands in a Category Represent the Same Values

What’s the difference between:Dunkin DonutsStarbucks

Not all people see a brand the same way: Golden Corral story

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So What Are These Values?

The space where the rational and emotional intersectSelf-worthSelf-actualizationConnectingCommunitySustainabilityReward (indulgence)Renewal (anything from Spa

to Hiking)

@dandunlop | @JenningsHealth

In What Ways Does Your Organization

Communicate Your “Values” Related to

Physicians

@dandunlop | @JenningsHealth

A Strategy That Keeps Physicians In

The Foreground: South Jersey

Medical Report

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South Jersey Medical Report

@dandunlop | @JenningsHealth

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.

@dandunlop | @JenningsHealth

South Jersey Medical ReportEditorial Content Plan Clinical Care Updates

Colleague Corner

New Medical Staff Profiles

Upcoming CME’s

Clinical Trials

Features on Two Service Lines per Issue

Advances in Medicine & Technology

Blog Post Excerpts

Cooper News

Cooper Physician Relations Contact Info

@dandunlop | @JenningsHealth

An Integrated Program – Elements:Dedicated Website

Physician podcasts

Physician videos

Print and digital versions

Radio campaign

Modest social media elements

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SJMR Microsite

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South Jersey Medical Report

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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

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The Good

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The Good

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The Good

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The Good

Elizabeth Warner MDGeneral 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."

@dandunlop | @JenningsHealth

The Less Good

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The Tragic

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

@dandunlop | @JenningsHealth

Online Brand Experience: 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.

@dandunlop | @JenningsHealth

Fairly Ordinary Presence

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@dandunlop | @JenningsHealth

Physician Update Blog

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@dandunlop | @JenningsHealth

Online Brand Experience: Physician Blogs

Do your physicians blog? Nurses? Allied health professionals? Administration?

Swedish example.

What does this say to the physician visiting your website?

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@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Online Brand Experience: 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…

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Social Media

@dandunlop | @JenningsHealth

Online Brand Experience: 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!

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Do You Register Your Physicians with Profnet as Expert Sources

for Media?

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@dandunlop | @JenningsHealth

Do You Offer Media Training to Your Physicians?

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Online Brand Experience: Internal Communication

How can an interested candidate tap into your organization’s internal communication?

What would those materials say about your organization?

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@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Brand Advertising

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@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

Are Cooper and SVMC

Communicating Different Values?

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

@dandunlop | @JenningsHealth

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

@dandunlop | @JenningsHealth

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