by John Couvillon, President, Pinnacle Health Group
The most important part of the recruitment process is closing the deal. How can you dramatically improve your close ratio? There are several things you can do which will better your odds at getting the physician you want most.
Tip #1: Develop Trust
It starts with the first time you talk to the physician. It’s important at this stage to gain credibility. You must be accurate and truthful. It is essential that the physician knows he can trust you. Over time, you become a friend. When provided with two equal opportunities, the physician will choose the one where he likes the people the most.
Tip #2: Send a Blank Contract
Send a blank contract to the physician in advance of his/her visit. Include a cover page asking them to review the contract. Some parts of the contract may be non-negotiable, such as a non-compete clause, and you don’t want to pay thousands of dollars on a visit if the contract is unacceptable to the physician. Explain to the physician how he or she should contact the recruiter with concerns, and that minor changes can be made.
Tip #3: The Small Details Are Very Important
The most expensive and time-consuming activity that is essential to this process, can also be the most enjoyable-the site visit. First, make sure you know the family and understand their needs. The site visit must include everything necessary to enable the physician to make his or her decision-the social aspects are as important as the professional goals. In addition to visiting the medical facility, it is important that the physician and/or the spouse, see the community and are aware of features of the area that will be important to them. For example, if their daughter is involved in soccer, set up an appointment with the local soccer coach. Attend church service, a theater production, or a sporting event. Arrange meetings with private schools, musical instructors, and coaches. If the physician is married, unless both parents are in the medical field, it is a general rule to have separate itineraries for each adult. Physicians have later explained that it was the little things that won them over-receiving a fruit basket or a hand-written thank you note-these minor details cemented the relationship and made the physician and his/her family feel they were needed and valued. Remember that a physician can practice anywhere, but a family cannot live anywhere.
Tip #4: Let the Recruiter Negotiate
It’s important to let the physician recruiter act as an intermediate-you don’t want to be seen as “the bad guy” during negotiations. The recruiter can follow-up on the site visit and get feedback as an unbiased third party. If the physician has concerns, the recruiter can work to resolve them.
Tip #5: Give them a Couple of Days
If you are certain that the visiting physician is the one you want, tell them that you really like them and to give the opportunity some thought and that a recruiter will contact them in a couple of days. You may want to sign them right there, but if you do, you will appear desperate and they may then wonder what is wrong with the position.
Tip #6: Do Not Stop Interviewing Until You Obtain a Signed Contract
You must have some deadline regarding your offer. Your physician may be “shopping around” for a higher salary, while your second and third choice candidates are being made offers by other clients. If you develop trust and provide all of the information the physician and his/her family may need to make their decision, utilize the expertise of your recruiter to negotiate and mediate, and establish a firm deadline. This will greatly improve your chances of getting the candidate you want.