Tag Archive for: email marketing

3 Ways to Use Email Marketing in Physician Recruiting

Guest blog post by Mark H. Cohen
President of Colloquy Digital, LLC

Is email marketing a key component of your physician recruiting efforts? If not, it should be. Contrary to popular belief, the world of social media hasn’t replaced email; if anything, email marketing is more effective than ever. Here are three ways to leverage email when sourcing new physicians for your practice.

1. Direct Communications

Obviously, you can reach out to prospects directly once you’ve obtained their email address. You can introduce your company and advise potential candidates of physician job opportunities that seem like a good match based on researching their profile, and so on. No doubt you’ve already done plenty of this type of emailing, and you know how crucial it is to research candidates before reaching out.

Sometimes, a simple, direct email is all it takes to pique a physician’s interest. But more often than not, you’ll need something a little more in-depth… which leads us to point number two.

2. Drip Campaigns

When I work on lead generation campaigns for clients, my philosophy is that once we’ve spent the time and money to generate a lead, we want to hold onto that lead until he or she buys or leaves. This is where drip campaigns come in.

Drip campaigns are typically done by sending emails with information and offers on a regular basis—drip by drip—to your lists. (And a point about lists here; make sure you’re sending to people who want to hear from you! They’ve either opted into your list or given you their contact info.) Drip campaigns are meant to continue the conversation you started with your initial outreach. You can create and schedule these emails in advance and pretty much “set them and forget them.”

Use drip campaigns to lead the prospect through the recruiting journey, to stay top of mind, and to provide additional opportunities for targeted communications via email, social media, or phone. In time, this regular contact may develop into a relationship that could lead to an employment contract.

3. Newsletters

As reputable as you, your organization, and the jobs you have may be, it’s almost impossible to stay relevant with your prospects, given the amount of communications they’re likely bombarded with. Let’s face it: it’s a physician’s market out there! You have a lot of competition for their attention.

When you have a perfect match for a candidate, things tend to take on their own momentum. But if you reach out to a physician and there isn’t a match, how do you stay top of mind until there is? As we just discussed, drip campaigns are one way of doing that. Another proven method is through email newsletters.

In this case, rather than sending a generic, text-laden email focused on one or more job opportunities, you’ll want to send something more compelling. Put together a visually appealing email based on industry topics, your candidates’ interests, and content along those lines. Offer information, tips, and additional job opportunities, and send it on a regular basis. What this does is keep your name and opportunities in front of physicians, so that when they are ready to make a move, they think of you. Or at the very least, when you call, they remember who you are!

More Tips: Email Marketing Webinar

Interested in learning more about how email marketing can assist you in your physician recruiting endeavors? I recently hosted a Email Marketing Essentials for Physician Recruiters webinar for PhysEmp. You are welcome to watch the replay if you like.

And, of course, if you have any thoughts on this post or the webinar, I invite you to share them in the comments below. I’ll be happy to answer your questions!


Mark H. Cohen has gone from the mailroom of an NYC ad agency to running digital agencies and global marketing teams. Currently residing in Fairfield, IA, Mark consults with companies around the globe via his company, Colloquy Digital, LLC.

Why We Don’t Allow Mass Email. (Plus Some Email Tips.)

Whether or not you use PhysEmp’s services for physician recruiters, you may have heard that we have an excellent Active Physicians Database. Each and every one of these 10,000 physicians has been carefully researched by our team of experts, is actively looking for new opportunities, and has completed—or is completing—a U.S. residency. Great, right? Right!

But often, once a recruiter signs up to use our database, one of the first questions they’ll ask is, “So, how can I send mass emails to everyone here?” The simple answer is: you can’t. Here’s the very important reason why.

Just Say No to Spam

Mmm SPAM. (Photo by Janet Galore.)

Mmm SPAM. (Photo by Janet Galore.)

Just as our recruiter clients mean the world to us, so do the physicians in our database. Over the past two decades, we’ve carefully cultivated relationships with these physicians to help ensure they meet your standards. In turn, we ask that you, as recruiters, approach these candidates on a one-by-one basis. It’s this basic formula that makes our database so valuable and ensures integrity on both sides.

Moreover, this personal approach helps our physician candidates to feel that our service isn’t just about spamming them with empty offers—it’s about helping them to connect with opportunities that match their needs. This is what keeps quality physician candidates coming back to our database, which ultimately benefits you.

One last point on the topic: although you can’t mass email job listings to our Active Physicians Database, you can send individual emails to physicians whose job search specifications don’t exactly match those of your current openings. But if you do so, we do recommend that you explain your thinking to the candidate, e.g. “Dr. Smith, we see you’re looking for otolaryngology jobs in Missouri, but might we interest you in an ENT position at Hospital ABC in sunny Florida, where you’ll enjoy summer year-round?” or “Dr. Smith, I know you’re searching for ENT jobs in Missouri, but I wanted to share an excellent opportunity at the prestigious University of Iowa Hospitals with you.” You get the idea.

The Good, the Bad, and the Ugly

Speaking of emailing physicians, we thought we’d share a few examples of the kinds of emails that will catch the attention of quality physician candidates, and the kind that read more like, well, canned pork in a tin container. These examples are inspired by actual emails we’ve seen through our site, but of course they’re not real emails (we respect your privacy, after all).

The Good:

Dear Dr. James Smith,

I hope you are enjoying the summer weather in San Antonio. I’ve reviewed the information you provided on PhysEmp.com and your credentials are an excellent match for a job opening in San Francisco.

San Francisco’s prestigious XYZ Hospital is looking to hire a part-time or full-time permanent Family/Internal Practice physician to join their team. Aside from being located in a beautiful city, this position offers a competitive salary and generous benefits. If you would like to speak with our client, I can pass on your most current CV and ask them to call you directly to give you more information on this opportunity. My contact information is below, and I’ll give you a quick call to see if you’d prefer to discuss this over the phone.

I look forward to your reply. Have a great day!

Jane Smith
XYZ Recruiters
1234 Saratoga Springs, FL

The Bad:

I’m in California and have both locum and full-time positions which are you seeking?

Jane Smith
XYZ Recruiters

Another Bad:

Rick, any interest in learning about my job posting?

The Ugly:


Give ‘Em Some Meat and Potatoes

As you can see from the examples above, it’s better to avoid short and spammy emails in favor of something more warm, friendly, professional, and substantial. Give them some meat and potatoes: list enough information to entice your prospective candidate, but don’t make it an overwhelming ten-course meal.

And of course, including your contact information and a strong call to action are very important as well. These things might sound pretty obvious, but you’d be surprised how many recruiters leave them out.

With that, we’ll leave you to your recruiting. Questions or comments? Share them below. We’d love to hear from you.