Web Positioning Made the Difference--Physician Recruiting Firm Enhances On-line Gateway to Physician Jobs

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LocumTenens.com today introduced a new version of its free on-line physician job board. The full-service, niche physician recruiting firm's counter-intuitive Web strategy has helped the company grow revenue 600% over the past five years.

It was a tough decision to invest in an Internet job board where even our competitors could post jobs for free, but we now oversee much of the on-line physician traffic for our industry.

What happens when a niche physician recruiting firm positions itself on the Web as a free meeting place for all kinds of physicians and physician jobs? A pretty amazing business success story, if you ask the owners of LocumTenens.com, which today introduced its new physician job board and corporate Web site (http://www.locumtenens.com/launchpr).

Web Strategy Ignites Growth

Georgia-based LocumTenens.com has grown revenue 600% over the past five years (2000 to 2005). One of the physician recruiting firm's founding partners, Senior Vice President Pamela McKemie says the then-five-year-old physician recruiting firm "really took off" following two counter-intuitive business decisions in 1999:

  • Link the company's name to the industry's
  • Set up an on-line physician job board where clients and competitors could list open positions free of charge

When Jackson & Coker founder and LocumTenens.com CEO Richard L. (“Rick”) Jackson suggested that "locumtenens.com" would be a great URL and agency name, “it was an epiphany,” McKemie says. “It was a tough decision to invest in an Internet job board where even our competitors could post jobs for free, but we now oversee much of the on-line physician traffic for our industry.”

The decision also has helped the agency's full-service, niche recruiting firm build a database of more than 46,000 physicians and roughly 9,000 certified registered nurse anesthetists (CRNAs). The database represents 23% market penetration in the agency’s core specialties.

Physician Recruiting Firm Offers Clients a Choice

LocumTenens.com offers healthcare providers and facilities the freedom to choose: “Use our full-service recruiting agency or do it yourself through our free online physician job board.”

Therein lies perhaps the greatest opportunity in the agency’s marketing strategy: LocumTenens.com is both an all-specialty physician job board and a traditional, full-service physician recruiting firm focusing only on four high-demand specialties (anesthesiology, radiology, psychiatry, surgery).

New Site Segments Users

At http://www.locumtenens.com, the job board is front-and-center, with color-coded log-in spaces for

  • Physicians or CRNAs to search for jobs
  • Healthcare facility managers to post jobs or search for candidates
  • Third-party agency representatives to post jobs

From there the site’s content addresses each user audience uniquely. For example:

  • A physician or CRNA can upload curriculum vitae (CV) after registering on the site. The latest privacy and security technology lets the user decide if or when to reveal his identity.
  • Anesthesiologists, CRNAs, psychiatrists, radiologists and surgeons can access dedicated career centers offering specialty-focused content.
  • Healthcare executives and managers can customize job postings, even selecting photos from an on-line gallery to highlight the geographic setting for a given physician job.
  • Healthcare facility recruiters can purchase LocumTenens.com’s “Recruit Rx.” Using this mass E-mailing tool users can access much of the agency’s database of more than 46,000 providers and build mailing lists of up to 5,000 contacts per month for a modest monthly or quarterly fee.

LocumTenens.com is part of the Jackson Healthcare Solutions family of companies. To learn more, visit the company's web sites at http://www.locumtenens.com/media and http://www.crnajobs.com/.

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Billie Wickstrom
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