How Can Healthcare Providers Differentiate Themselves to Attract Critical Talent?

Today, the healthcare industry is in a state of constant change and movement. Competition between providers is fierce to attain and identify the best talent. Add replacing staff into the mix-that have either retired or found a position that offers improved conditions and this gives an accurate picture of the uphill task faced by many providers.

In many ways, hospitals share the same problems, such as nursing and allied medical staff rapidly reaching retirement age. The challenge for hospitals is how to replace highly skilled and experienced professionals. There are enough graduates, yet they lack the background and experience of staff that are seeking a life away from the busy and stressful hospital environment.

By the year 2020, the Bureau of Labor Statistics reports that nearly half of registered nurses will reach retirement age with the need for nursing services only heightening. This issue is not in a murky crystal ball; two-thirds of hospital leadership with over 1000 FTEs say they are already facing nursing shortages or see this issue escalating within three years.

There are numerous ways that providers can differentiate themselves to attract talent and brand their services. In this ever-changing climate, hospitals need to be aware of the latest trends and innovations. However, the same solutions will not suit all hospitals and may be different for facilities of different sizes and resources.

Benefits to attract and retain staff

• Attractive benefits

One of the most valued benefits for doctors is debt relief. In recent years, medical school costs have soared leaving new physicians struggling to pay off their debts. Leaders at the University of Missouri Healthcare (MU Healthcare) based in Columbia, MO; decided to deal with this recurring problem. In 2017, they offered $10,000 toward student loan repayment for nurses and allied healthcare professionals. Recipients receiving the benefit agreed to work in high-volume areas of the hospital occupying hard-to-fill and growing roles, such as genetic counselors, respiratory therapists, and psychiatric nurses.

• In-House Education to retain staff.

Partnering with local universities and workforce development entities also provides an incentive for existing employees. Training existing staff in high-demand fields generates workplace satisfaction and increases staff retention. Geisinger’s Health in-house training program- in collaboration with a local college- offered an exciting opportunity for staff to become certified coders.

Career and education advancement tuition benefits often differ in the way they are structured. Some hospitals such as The Pinckneyville Community Hospital in Illinois offer these benefits with a minimum employee commitment of one year. For each year that the employee is working for them, they provide educational assistance. Jackson Health System in Florida, stipulate that the employee work an additional year after they have completed the educational or career development program. This arrangement is mutually beneficial for both the employee and the employer. The employee has the opportunity to advance in their career, while the hospital not only retains their employee but that employee’s value has increased.

Providing benefits and career development opportunities is an essential tool for hospitals of all sizes. The critical question for all providers is how to stand out from the competition. Today, hospitals need to know how to promote their services to stand head and shoulders above their competitors.

Why do hospitals need marketing?

Today, marketing is becoming increasingly important for hospitals- whether small or large. The starting point for hospitals that want to develop a marketing strategy is to ensure patients are aware of what services are offered and of the facility’s unique selling point. For a rural hospital, this could be their homelike culture and welcoming atmosphere. Establishing a strong online presence with an attractive website that grabs users attention is a big part of a hospital differentiating itself.

Hospitals with an established name, such as St Jude’s Children’s Research Hospital, are working on widening their audience by bolstering their brand. St. Jude’s brand strengthening efforts have doubled their recruiting volume. Their plan initially involved identifying candidates from around the globe and then targeting ways to capture their attention. They found many were aware of St Jude’s mission, yet they did know that St Jude’s offers advanced research facilities.

Future considerations for hospitals

The landscape of almost every industry is evolving and healthcare is not an exception. Many industries have been quick to implement the latest digital technologies such as AI, Chatbots, VR-the list keeps on growing. Hospitals are still playing catch up, but are beginning to seize the initiative.

For numerous hospitals and providers, the current digital chapter is still at the very beginning. The emergence of AI, chatbots and mobile central platforms is much more prominent than ever before. Hospitals are also implementing changes in their infrastructure such as Wi-Fi, leading-edge smart LED lighting and physical or virtual Bluetooth beacons.

Today, a high percentage of patients use their mobile phones or tablets to access health information. They expect easy access to billing information, appointment scheduling, and test results. Without a mobile web strategy, smaller hospitals are below the millennials radar. Smaller providers should consider enlisting the help of a healthcare marketing agency and a part-time team of freelance web and mobile developers.

The takeaway

The healthcare industry is evolving. Highly skilled employees are very few. Hospitals of every shape and size face challenging times in replacing allied healthcare professionals and nurses. Hospitals also need to start to implement changes that meet the needs of a millennial generation that use their mobiles to access their healthcare information, make appointments and receive test results. The digital transformation is progressing swiftly like an onrushing wave. By embracing and implementing technology, hospitals will meet patient needs. The onus on all hospitals is to stay ahead to differentiate themselves from the competition.

Merraine Group has worked with rural hospitals to large health systems to identify and secure the industry’s most sought-after talent. Our national retention rate of 97.1%, as well as our one-year guarantee, will leave you assured that we create lasting partnerships that will launch and shape your future growth. Contact us at: www.Merraine.com.

By: Jonathan Gordon