By Terry Lane
Why is it more difficult to recruit physicians to a small town? Small towns have been stigmatized as places lacking arts and culture, diversity, or simply – things to do. If you trying to attract physicians to your small town, you need to look at your town in a new light. Instead of thinking of what it doesn’t have in comparison to its metro/urban sibling, look at what it does have to offer – those unique attributes that you can find no where else. Once you’ve really looked at your small town as someone from the outside would – you’ll see that it really has a lot to offer, and you’ll be able to represent it enthusiastically to your candidates. Following is a list of ‘things to consider’ when advertising your small town.
Things to Consider
- Cost of Living.Usually, but not always, the cost of living in a small town is lower than in metropolitan/urban areas. If your small town offers a low cost of living, great housing prices, and/or tax relief, compared to other areas, be sure to point it out.
- Compensation.Many physicians do not realize that small town opportunities often provide higher compensation packages than in metro/urban areas. This is simply because it is more difficult to recruit physicians to small town opportunities, therefore they pay more. If your opportunity offers more than a physician would expect to receive in a comparable position elsewhere, be sure to point it out.
- Less Managed Care.If your small town is low in managed care, this will be an attractive asset to your candidates.
- Competition.There may be less competition in a small town.
- Geography.In addition to pointing out the natural attributes of your small town, such as streams, parks, and forests, what geographic attention-getters are within a two-hour drive of your town – beaches, lakes, mountains, national parks, etc. Highlight the natural features of your town,but be sure to let your candidates know what is in the surrounding area for lovers of the outdoors.
- Climate / Pollution & Air Quality.Describing your town’s year-around pleasant climate, lots of sunny days, low humidity, or other climate-related attributes paints a desirable picture for candidates. Less pollution and better air quality are also major pluses.
- Crime Rate.One of the primary reasons that physicians move into small towns is due to the lower crime rate. Accent the positive and provide crime statistics if you have them. Physicians with children are especially attracted to low-crime areas.
- Community Feel / Family Focus.A major draw to small town life, physicians are looking for family/community-oriented communities with strong civic groups, clubs, and activities for their children. Accentuate your town’s community spirit by keeping a list of clubs and activities, newspaper clippings that show community spirit, and/or photographs that show your community at their best.
- Schools.Great schools and school choice are a must. If you have great schools to choose from, highlight them. Provide a list to the candidate with information about your schools in the area. Include higher education institutions.
- Sports.Does your small town provide sports as activity and entertainment? Do you have a college football team that the whole town roots for? Has your team won state or national competitions? Who are your sports stars? For the physician with a strong interest in sports, or children who are involved in sports, this is an important feature required in their potential home.
- Arts and Culture. One of the primary reasons why physicians prefer metro/urban areas is because of the accessibility to arts and culture – museums, theater, art galleries, cultural festivals, etc. Be sure to highlight what your small town has in the way of arts and culture, and include what is available within a two-hour drive. Many physicians will overlook a lack of arts and culture attributes in a small town, if they can get to it in a nearby metro/urban area.
- The Two-and Four-hour Radius. Always list any area within a two-hour drive that may provide attributes that would be attractive to the physician and his or her family. This includes metro/urban areas; arts and culture features; natural features such as parks and lakes; major universities offering lectures and other programs; and major airports.
- Less / No Commuting
- Less Traffic / Congestion
- Overall Quality of Life. Overall, small town living can provide a less stressful lifestyle with more breathing room. Be sure to highlight “overall quality of life” when describing your community and its attributes.
- Your Town’s Claim to Fame. Last, but not least – every town has some claim to fame, whether it is a small town hero who made big, the first “something”, or an historical event or person – call your local library or historical society and find out what your claim to fame is – what gives your small town its own unique identity? These kinds of details make your small town feel like a “home” that people will be proud of.
Obviously, small towns offer attributes that you won’t find in metro/urban areas. You need to point these out. Keep in mind the concerns that many physicians have about moving to small towns – mainly, a lack of quality education for their children, a lack of diversity and culture, and a lack of similarly-educated colleagues. Religious tolerance and diversity may also be a concern. By keeping these concerns in mind, you will be able to put your candidate’s mind at ease, and show him or her that your small town can fulfill the needs of themselves and their families.