September 24, 2014

Heightening your brand versus hiring locum tenens

BayState Health physician portal website

It’s smarter and less expensive to invest in your own employment brand identity, rather than depend on outsiders to fill your pipeline.

The best physicians deliver better care. But what’s the best way to find those physicians?

Investing in locum tenens to fill vacancies can certainly deliver the physicians your patients need, and there will always be a need for them. But at what cost? The physicians’ longevity and loyalty are uncertain, and they’re only a short-term solution.

It’s smarter and less expensive to invest in your own employment brand identity, rather than depend on outsiders to fill your pipeline. That starts with defining what makes your organization a better place for physicians to work and enjoy successful careers, then stating that unique, credible position across all of your marketing efforts.

At ab+c Creative Intelligence, we do just that for our recruitment clients. We find what separates them from the pack, then brand it and promote it. And we enact our strategies and campaigns not just in print, electronic and mobile media, but also in unexpected techniques — from elevator wraps at venues, to coasters at conference luncheons, to physicians’ dry cleaning bills at hotels.

Locum tenens identify more with the organizations that place them than the hospitals and health systems hiring them. Wouldn’t you rather have physicians who want to join you because of who you are and the career satisfaction your brand promises to deliver? We thought so.

A stronger brand presence means less reliance on locum tenens and search firms, and more physicians who are likely to stay with you and become ambassadors for you, for years to come.

See how we’ve helped.

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