BrandExperience in  Physician Recruitment:Echo Branding  Dan Dunlop
You Differentiate                                 Yourself Everyday                                   in the Way Your     ...
Echo Branding                                Identification – Aligning our                                personal values...
Echo Branding                                The fusion of self and brand,                                thereby address...
Echo Branding                                The reason why employees                                perform better for o...
Echo Branding in                               Recruitment                                It is not about you!           ...
Well?                                Do they want to go to an                                organization where they will...
Not All Brands in a                               Category Represent the                               Same Values        ...
So What Are These                               Values?                                The space where the rational and  ...
In What Ways Does                                 Your Organization                                Communicate Your       ...
A Strategy That                                Keeps Physicians In                                   The Foreground:      ...
South Jersey Medical Report@dandunlop | @JenningsHealth
Editorial Board                                Joseph E. Parrillo, M.D., Chair                                Frederic L...
South Jersey Medical Report Editorial Content Plan     Clinical Care Updates              Advances in Medicine &        ...
An Integrated Program –                        Elements:                           Dedicated Website                     ...
SJMR Microsite@dandunlop | @JenningsHealth
South Jersey Medical Report@dandunlop | @JenningsHealth
Online Brand Experience:                               Physician Online Profiles                                What do p...
The Good@dandunlop | @JenningsHealth
The Good@dandunlop | @JenningsHealth
The Good@dandunlop | @JenningsHealth
The Good                                     Elizabeth Warner MD                                     General Surgery      ...
The Less Good@dandunlop | @JenningsHealth
The Tragic@dandunlop | @JenningsHealth
Is This Any Way To Market a     Physician? Or to Introduce a     Physician to the World?@dandunlop | @JenningsHealth
Online Brand Experience:                               Referring Physician                               Content          ...
Fairly Ordinary Presence@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Physician Update Blog@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Online Brand Experience:                               Physician Blogs                                Do your physicians ...
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Online Brand Experience:                               Social Media                                  Where is your organi...
@dandunlop | @JenningsHealth
Social Media@dandunlop | @JenningsHealth
Online Brand Experience:                               Newsroom and PR                                  Do you have a com...
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Do You Register                                 Your Physicians                                  with Profnet as          ...
@dandunlop | @JenningsHealth
Do You Offer Media                                  Training to Your                                      Physicians?@dand...
Online Brand Experience:                               Internal Communication                                How can an i...
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Brand Advertising@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Are Cooper and                                          SVMC                                Communicating                 ...
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
@dandunlop | @JenningsHealth
Brand Experience                                  Advertising                                  Employee Communication   ...
Contact Information Dan Dunlop, Jennings   Email: ddunlop@jenningsco.com   Twitter: @dandunlop & @JenningsHealth   Blo...
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Echo Branding in Physician Recruitment

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This are my presentation slide from the 2011 Northeast Physician Recruiters Association Conference.

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Echo Branding in Physician Recruitment

  1. 1. BrandExperience in Physician Recruitment:Echo Branding Dan Dunlop
  2. 2. You Differentiate Yourself Everyday in the Way Your Hospital Presents Itself to the Outside World@dandunlop | @JenningsHealth
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Well?  Do they want to go to an organization where they will be…  Valued  Respected  Promoted  Rewarded  Marketed  Informed  Included@dandunlop | @JenningsHealth
  8. 8. 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@dandunlop | @JenningsHealth
  9. 9. 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)@dandunlop | @JenningsHealth
  10. 10. In What Ways Does Your Organization Communicate Your “Values” Related to Physicians@dandunlop | @JenningsHealth
  11. 11. A Strategy That Keeps Physicians In The Foreground: South Jersey Medical Report@dandunlop | @JenningsHealth
  12. 12. South Jersey Medical Report@dandunlop | @JenningsHealth
  13. 13. 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
  14. 14. 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@dandunlop | @JenningsHealth
  15. 15. An Integrated Program – Elements:  Dedicated Website  Physician podcasts  Physician videos  Print and digital versions  Radio campaign  Modest social media elements@dandunlop | @JenningsHealth
  16. 16. SJMR Microsite@dandunlop | @JenningsHealth
  17. 17. South Jersey Medical Report@dandunlop | @JenningsHealth
  18. 18. 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@dandunlop | @JenningsHealth
  19. 19. The Good@dandunlop | @JenningsHealth
  20. 20. The Good@dandunlop | @JenningsHealth
  21. 21. The Good@dandunlop | @JenningsHealth
  22. 22. The Good Elizabeth Warner MD General Surgery BS in Human Development from Cornell University MD from Albany Medical College The newest member of SVHCs 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
  23. 23. The Less Good@dandunlop | @JenningsHealth
  24. 24. The Tragic@dandunlop | @JenningsHealth
  25. 25. Is This Any Way To Market a Physician? Or to Introduce a Physician to the World?@dandunlop | @JenningsHealth
  26. 26. 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
  27. 27. Fairly Ordinary Presence@dandunlop | @JenningsHealth
  28. 28. @dandunlop | @JenningsHealth
  29. 29. Physician Update Blog@dandunlop | @JenningsHealth
  30. 30. @dandunlop | @JenningsHealth
  31. 31. 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?@dandunlop | @JenningsHealth
  32. 32. @dandunlop | @JenningsHealth
  33. 33. @dandunlop | @JenningsHealth
  34. 34. @dandunlop | @JenningsHealth
  35. 35. @dandunlop | @JenningsHealth
  36. 36. @dandunlop | @JenningsHealth
  37. 37. @dandunlop | @JenningsHealth
  38. 38. 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
  39. 39. @dandunlop | @JenningsHealth
  40. 40. Social Media@dandunlop | @JenningsHealth
  41. 41. 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
  42. 42. @dandunlop | @JenningsHealth
  43. 43. @dandunlop | @JenningsHealth
  44. 44. @dandunlop | @JenningsHealth
  45. 45. @dandunlop | @JenningsHealth
  46. 46. Do You Register Your Physicians with Profnet as Expert Sources for Media?@dandunlop | @JenningsHealth
  47. 47. @dandunlop | @JenningsHealth
  48. 48. Do You Offer Media Training to Your Physicians?@dandunlop | @JenningsHealth
  49. 49. 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?@dandunlop | @JenningsHealth
  50. 50. @dandunlop | @JenningsHealth
  51. 51. @dandunlop | @JenningsHealth
  52. 52. @dandunlop | @JenningsHealth
  53. 53. @dandunlop | @JenningsHealth
  54. 54. Brand Advertising@dandunlop | @JenningsHealth
  55. 55. @dandunlop | @JenningsHealth
  56. 56. @dandunlop | @JenningsHealth
  57. 57. @dandunlop | @JenningsHealth
  58. 58. @dandunlop | @JenningsHealth
  59. 59. @dandunlop | @JenningsHealth
  60. 60. Are Cooper and SVMC Communicating Different Values?@dandunlop | @JenningsHealth
  61. 61. @dandunlop | @JenningsHealth
  62. 62. @dandunlop | @JenningsHealth
  63. 63. @dandunlop | @JenningsHealth
  64. 64. 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
  65. 65. 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@dandunlop | @JenningsHealth

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