3 lessons physician recruiters can learn from lifestyle marketers

Published on: Nov 4, 2019


Lifestyle marketing establishes a clear relationship between an offering and a system of attitudes, values and interests. Though this strategy is often employed in product marketing, physician recruiters can learn a few valuable lessons.

In the case of recruitment, the offering in question is a job, and the lifestyle is the mode of working and living that the job makes possible. Here are three important lifestyle marketing lessons to help you understand this concept:

1. Demonstrate a positive work-life balance

An American Medical Association survey of millennial doctors found that 92% say work-life balance is important to them when choosing a job. For many candidates, a satisfactory balance means having time maintain relationships outside of work.

Rather than only sharing content that talks about what it's like to work at a company, take a note from lifestyle marketers and look beyond the offering. Show candidates what their personal life can look like if they take the job.

Demonstrating positive work-life balance can attract younger physicians. Demonstrating positive work-life balance can attract younger physicians.

2. Show off local perks

According to NPR, the majority of areas currently experiencing a physician shortage are located in rural regions of the country. One of the major reasons for this shortage is simply that students graduating from medical school don't want to live in small towns.

Physician recruiters in rural markets should consider highlighting the fun activities found in rural locations that may not be available in big cities. Outdoor activities like hiking, rock climbing, skiing, hunting and fishing could be a draw for interested physician job seekers.

3. Highlight company culture

For many job candidates, culture, not cash, is the most important consideration when accepting an offer. According to the Association for Talent Development, job seekers are looking for employers that offer fun work environments. After all, doctors spend between 40 and 60 hours a week at work. If they feel miserable for the majority of that time, they are likely to seek opportunities elsewhere.

Taking a page from the lifestyle marketer's book can augment the work you've already put into your recruitment marketing efforts. Highlighting the fun aspects of working for a particular employer can get physician job seekers excited about applying for open positions.

Check out our infographic to learn more about why lifestyle marketing is effective for healthcare recruiting. Here are three important lifestyle marketing lessons to help you understand how to better appeal to candidates.