Doctors Want Job Opportunity Information via Email, According to Medical Marketing Service Survey

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As a service to our customers, Medical Marketing Service, Inc. (MMS), industry leader of healthcare lists and email marketing, surveyed physicians in April 2012 about job opportunity communication preferences. A principal finding was that an overwhelming majority of physicians are interested in receiving information about job opportunities, and want it via email.

Medical Marketing Service, Inc. (MMS)

Medical Marketing Service, Inc. (MMS)

The [new] tag line is “Message Delivered”, which is what MMS has done and will always do for medical marketers past, present and future.

As a service to our customers, Medical Marketing Service, Inc. (MMS), industry leader of healthcare lists and email marketing, surveyed physicians in April 2012 about job opportunity communication preferences. A principal finding was that an overwhelming majority of physicians are interested in receiving information about job opportunities, and want it via email. Here are the key results along with an analysis of the marketing implications:

  • 67% of respondents expressed interest in receiving information about job opportunities. 51% preferred to receive such information by email. An impressive 95% of respondents read email about job opportunities, even going so far as checking their junk mail boxes. Traditional direct mail about job opportunities remains remarkably popular, read by 94% of physicians.

Other media were less popular than current practice might reflect. Only 8% of physicians expressed a preference for internet job boards, and only 1% prefer Internet searches other than job boards. Notably, phone calls about job opportunities are preferred by only 4% of respondents. In fact, 61% of physicians said they do not want to be contacted by phone.

The takeaway message for recruiters is that despite the challenging environment, physicians are still eager to receive job information, and that email should definitely be a major part of the media mix based on physician media preferences, which have dramatically shifted to email. Direct mail remains important, as it is read by 9 out of 10 physicians. Telemarketing is viewed unfavorably by physicians, and should be used sparingly.

  • A majority of physicians want to receive email about job opportunities at their home email address. In addition, use of “personal” email addresses (e.g., AOL, Yahoo) are used by a majority of physicians for job emails, more than doubling last year’s survey results. Marketers should respect physicians’ preferences and choose an email marketing service that uses physicians’ primary email addresses. For best response, marketers can send invitations to both office and personal addresses—a technique that has the potential to increase response by up to 20%. Using a service that uses only office addresses could drastically diminish results.
  • 84% of physicians have no preference regarding which day of the week they receive email about job opportunities. Based on these results, there is no need to agonize over deployment timing.
  • 41% of respondents cited location is the most important factor in evaluating new opportunities, ranking it ahead of compensation (selected by 22% of respondents). Over 40%of respondents said licensure in the state where job opportunities are located favorably influenced their willingness to relocate. Physicians also favor states where they were born or trained. In the context of the classic 4Ps of marketing (product, price, promotion, and place), a primary focus of recruitment should be place. The survey validates proven place-based techniques to improve response, including the “born/trained/licensed” selection as well as targeting physicians at their preferred professional address (which is home address for about half of physicians). Using physician lists that don’t have data on physicians’ preferred professional mailing address and birthplace and training location prevents you from using these important target techniques.

About MMS

Medical Marketing Service, Inc. (MMS), the original Database Licensee of the American Medical Association (AMA), is a leading provider of email marketing services, direct marketing lists, and databases that get medical marketing messages delivered to healthcare professionals.

Ben Olson, Creative Principal at MMS’s ad agency 3MA. “The [new] tag line is “Message Delivered”, which is what MMS has done and will always do for medical marketers past, present and future."

For more information, visit http://www.mmslists.com. Follow MMS on Twitter - @mmsemail.

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Terry Nugent
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