The most important part of every healthcare organization’s digital platform is the website homepage. Hopefully, that should go without saying.
But what is the next most valuable piece of digital real estate? Is it your Billing page? Your About page? Your Find a Provider page? Your Twitter account? Your Facebook page?
For most healthcare organizations that offer clinical care, it’s none of these.
The second most important page\—the page you should review with tight metrics every month, consistently looking to improve—is your Physician Recruiting page.
Why? Well, the reason should be obvious.
Most healthcare organizations’ financial future depends on recruiting and retaining talented, skilled physicians—people which will love working for you and who you will love to have—dictates everything from your organization’s revenue to both patient satisfaction and outcome.
And let’s not kid ourselves: winter is coming, and the physician shortage is real. Per the Association of American Medical College (AAMC), by the year 2032, the physician shortage is projected to be up to 122,000!
But why is the physician recruiting page such an important part of physician recruiting?
Because it’s your front door. It’s your chance to make a first impression. And, there is not a single physician who is going to take the time and energy to apply to your organization without first going to this page and taking a look around.
So if you are in healthcare leadership, don’t just take a once a year look at your physician recruiting page. Rather, develop a method of periodically reviewing it, which, at a bare minimum should include monthly visits and time average time spent on the page.
Anyway, this is such an important topic for healthcare, I may consider doing a detailed series on it. But, until then, at least look at your physician recruiting webpage and ask yourself this: Is this the first impression I want to make on my future most valuable assets?