Suburban Health Organization - Physician Recruitment

Overview

MedTouch and Suburban Health Organization partnered in the strategic design of ShoDocs.com, a new gateway site to support SHO’s online physician recruitment efforts for six affiliate hospitals in Indiana. SHO’s traditional marketing efforts were becoming expensive and delivering few results. SHO tapped MedTouch to enhance their online presence, and help in charting a course for the organization’s online strategy.

The Solution

MedTouch conducted surveys of SHO’s recently hired medical staff to better understand why a candidate would select a practice opportunity in the SHO network. Responses gathered demonstrated SHO’s strong culture and values were the most important reasons candidates chose positions with the network. Physicians also indicated that geographic location of the workplace was important to them. As a result, MedTouch and SHO developed an interactive flash map to pinpoint locations of open practice opportunities and individual microsites for each affiliate to address the needs of their audience.

• Create a dedicated website for Suburban Health Organization physician recruitment
• Create all new microsites for each affiliate hospital
• Integrate live chat and online resume submission
• Highlight the holistic hospital experience and add personal touch via: candid videos of current physician staff; handpicked “local favorites,” or information about the local area, such as top historical sites, restaurants and cultural offerings; and patient testimonials
• Integrate social media sharing buttons
• Integrated job feed and eNewsletter
• Develop an interactive flash location map

The Results, After Three Months

• Stellar branding, appeals to adventuresome doctors, those most likely to live in Alaska
• Concept that translates to print, email, and other media: “After this, golf seems pretty boring.”
• Immersive experience through multimedia content including slideshow, photo albums, video and twitter streams