Marketing support is becoming an increasingly critical differentiator in physician recruiting efforts.
Economic downturn, technology mandates and health reform continue to cause stress. The resulting administrative costs and reimbursement challenges continue to be major areas of concern according to the results of a survey recently reported in Cardiovascular Business.
Here are some survey highlights:
- 41 percent of doctors reported their practice is doing worse this year compared to last year; 26 percent reported their practice is doing better than last year and 31 percent reported no change.
- 73 percent reported the computers in their practice are more than three years old on average and 21 percent are five to six years-old.
- 69 percent of doctors reported being satisfied to extremely satisfied with their career despite these challenges.
Doctors were also asked to report their practice’s top negative pressures and positive trends in a series of open-ended questions.
Issues relating to practice administration (31 percent), insurance and reimbursement (26 percent) and difficult patients (11 percent) were the top negative pressures on the practices.
Positive trends were led by advancements in medicine (22 percent), patient quality (19 percent) and improvement in the healthcare workforce (15 percent).
As marketers, we would never develop a consumer campaign without a thorough analysis and understanding of key insights and attitudes. We would never craft a message without addressing consumers concerns.
Yet, so many hospitals and health systems have been using the same, tired physician recruiting and development strategies for years. This survey is a good reminder to use the same discipline we employ with consumers in creating physician campaigns. Health systems that understand physician challenges and provide leadership in developing tangible solutions to ease their pain will certainly come out ahead.