Come to Coburg!

Author: August 30th, 2011 at 9:45 am

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76 comments

Ready to rock.  But none to enrol.

 

Here’s that case study I promised.

It’s a medical clinic that has everything going for it.

Yet they can’t get a single full-time general practitioner (GP) doctor to join them.

They’ve run press ads till they’re blue in the face, with zero effect.

That’s why I won’t write them another one.

So what CAN they do?

To find out, we must play: Fortunately Unfortunately!

 

Fortunately

The clinic has smart management, modern facilities and enlightened practices (they don’t serve Valium in Pez dispensers).

Unfortunately

It’s in Coburg. And though this former working-class Melbourne suburb is rapidly evolving, distant GPs don’t know it.

Fortunately

The clinic has run several attractive, well-written and cripplingly expensive job ads in top national medical magazines.

Unfortunately

The ads always appear at the back of these mags, eclipsed by all the other ads from all the other clinics.

Worse, passive job seekers (GPs happy in their current role) don’t even bother with this section.

Fortunately

The clinic’s GPs keep 70% of everything they bill. This is high by industry standards. (The other 30% covers rent, equipment, consumables and so on.) All a GP need do is turn up and earn.

Unfortunately

The clinic bulk bills. While this makes health easier and cheaper for all, it carries massive stigma for ‘private’ GPs who don’t do it.

Fortunately

The clinic has low debt, loyal patients, growing revenue and big plans.

It’s perfectly positioned to expand in and beyond its current site.

Unfortunately

They can’t move a muscle without more staff.

GPs are rare, fussy and in HOT demand.

Happy GPs are impossible to dislodge.

Unhappy GPs can be more trouble than they’re worth.

 

What to do?

Here’s what I said at the briefing session:

‘First, do no (more) harm. Forget the ads.

Instead, get into the front of medical magazines.

How? By writing articles that editors and readers will love.

Demonstrate your expertise and passion.

Subtly build your brand.

Become an industry thought leader.

Instead of chasing GPs, show how your clinic is genuinely superior to others.

Eventually, GPs will come to you.

And it won’t cost you a cent.’

 

Second opinion

The team liked the cut of my jib; hence this post.

But what do YOU reckon?

Should the clinic:

  • Keep flogging a dead horse?
  • Ditch their grand vision and go private?
  • Follow my advice.
  • Follow your advice (describe).

The situation is critical.

BP is 260 over 12.

We’re losing them …

It’s a … CODE

YOU!

 

| Founder & Senior Writer – The Feisty Empire

Topics: Businesses, Featured, Your Team

Comments

  1. Author

    Anna @ Copybreak

    August 30, 2011 at 10:33 am

    Don’t they say the definition of insanity is to keep doing the same thing over and over and expecting different results? Seems to me running the same campaigns falls into this category. If it hasn’t worked in the past, why should the next time be any different?

    I totally agree with your strategy. Not only does it build their profile, it also gives them the opportunity to discuss all the benefits working for their clinic would provide. Another avenue which might provide similar opportunities could be if they were able to speak at industry forums or seminars – assuming they could find a relevant cause (of course, my knowledge of this industry is limited, so this is one of those off-the-top-of-my-head type ideas).

    Look forward to seeing how this one progresses, Paul :)

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 10:39 am

      Nice one, Anna. I so love getting YOUR second opinion on matters of this nature! :D

      I love your speaking idea. Hadn’t thought of that.

      I did recommend printing referral cards for evangelist patients to hand out far and wide, but we concluded that it wasn’t really cricket to combine healthcare with marketing. Would you concur with that call? :)

      Reply to this comment

      • Author

        Anna @ Copybreak

        August 30, 2011 at 12:07 pm

        Concurred! :)

        I also wonder if patients handing out referral cards would only attract more patients, rather than GPs.

        Emma’s LinkedIn suggestion is also a great one which would allow them to simultaneously advertise for an appropriate candidate, while also having the opportunity to showcase their practice.

        Gotta love think-tanking..!

      • Author

        Paul Hassing

        August 30, 2011 at 12:09 pm

        Thanks, Anna. The old, ‘many hands make light work’ still works for me! :)

  2. Emma Mulquiney

    Author

    Emma Mulquiney Online Editor - MYOB

    August 30, 2011 at 10:59 am

    Well, I think we all know my thoughts on using blogs as a marketing tool :)

    I absolutely agree that the traditional job ads are losing their effectiveness as a recruitment tool. And I think as LinkedIn and even broader social channels grow from strength to strength, we’re going to see a massive shift away from traditional tools – especially print. (I remember, eons ago in my previous life working in advertising, thinking that print recruitment ads were dinosaurs. The fact that they’re still around baffles me!)

    Have you looked at social media, Paul? While they’re obviously not looking to recruit a 20-something uni graduate, the use of SM to recruit is growing – take a look at the number of companies that have ‘Careers’ tabs on both Facebook and LinkedIn….
    And the bonus is that it’s a really passive option, potential candidates can stumble upon it, even if they’re not specifically looking for a new job…

    Reply to this comment

  3. Author

    Paul Hassing

    August 30, 2011 at 11:12 am

    Fantastic point re LinkedIn, Emma. I was most impressed with a couple of LinkedIn Recruiter testimonials:

    http://www.youtube.com/user/LinkedIn?blend=1&ob=5#p/c/03062FD2FCBFB013/4/AdBR-MZZbQQ

    http://www.youtube.com/user/LinkedIn?blend=1&ob=5#p/c/03062FD2FCBFB013/0/KFWXaxLXgAs

    I’ve not recommended this yet to the clinic, however, as I’m still getting a handle on it.

    I feel a tad ill-qualified to help them with Facebook!

    http://myob.com.au/blog/off-my-facebook/

    I was rather hoping a switched-on cat like yourself might point us in the right direction. :)

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 11:33 am

      Speaking of switched-on cats, where’s that Dan bloke when you need him?! :)

      Reply to this comment
    • Emma Mulquiney

      Author

      Emma Mulquiney Online Editor - MYOB

      August 30, 2011 at 12:22 pm

      Check this out for some pretty impressive use of LinkedIn’s careers tab.
      http://www.linkedin.com/company/dell/careers

      I’m a ’100%, don’t care what rubbish they release, I’ll still defend it to the grave, certified Mac user’, and even I want to work here!

      While they’re a small practice, how great would it be if the current employees could get on and talk about their experiences and recommend the practice?

      Reply to this comment

      • Author

        Paul Hassing

        August 30, 2011 at 12:30 pm

        Cor! Does this wipe the floor with $6K single-shot 14 x 3 SMH EGN print ad or WHAT?! :)

      • Author

        Stephen Hamilton

        August 30, 2011 at 12:33 pm

        That is pretty darn good.

      • Emma Mulquiney

        Author

        Emma Mulquiney Online Editor - MYOB

        August 30, 2011 at 12:41 pm

        Impressive, no? And it probably cost them an afternoon while a a techy type loaded it all up, and that’s about it.
        I think it’s officially time to think about re-evaluating your relationship with the recruitment section of the Saturday newspapers….

      • Author

        Paul Hassing

        August 30, 2011 at 12:51 pm

        Agreed! :)

  4. Author

    Stephen Hamilton

    August 30, 2011 at 11:48 am

    Hi Paul.
    I think your strategy is on the money.

    Undertaking any kind of credibility-building exercise is always worthwhile. And often the benefits aren’t always obvious or expected from the outset.

    I agree that LinkedIn could be useful. Having the existing staff on LinkedIn, and joined with a Company Profile that contains material that demonstrates they are a progressive employer and practice would be useful. Then you could drive traffic there through the editorials and speaking engagements.

    Another, more direct option, may be trying to reach out to certain segments of the GP population that could be very interested in moving closer to a capital city. I can’t say for sure if this would fly, but have you thought about gathering/purchasing a list of country GP’s and sending them some direct mail outlining the benefits and opportunities afforded through association with this practice? Again, I don’t know enough about this vertical to know if that is a suitable segment to focus upon, but that kind of idea might work.

    I wish them the best, and for what it is worth, I love it that they have decided to bulk bill.

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 12:34 pm

      You sure are a keeper Stephen! Seems like LinkedIn could well be the way to go here.

      I know there are beautiful direct marketing people out there, but mailing lists make me shudder. Still, it could be just what we need. It wouldn’t be the first time my blinkers have snagged on the gate.

      Many thanks for your thoughts. :)

      Reply to this comment

  5. Author

    Sonia Cuff

    August 30, 2011 at 12:08 pm

    Totally agree with your advice, Paul.
    I’ve just sent out a tweet calling GPs to Coburg! Problem is, their vacancy isn’t listed on their website. Get that fantastic job ad copy on their website, stat!! Then we can start linking to it :) And as you’ll have a little more room, I know you’ll take pains to point out what’s so amazingly awesomely different about them that other practices don’t offer their GPs.

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 12:12 pm

      Wow, Sonia; how kind of you! I just spotted your (and Anna’s) tweets. :)

      What a great observation you’ve made re putting the ad on the website. That one slipped right past me and through to the keeper.

      Thank you x 2! :)

      Reply to this comment

  6. Author

    Stephen Hamilton

    August 30, 2011 at 12:20 pm

    In typical fashion I’m probably late to this party, but I really dig the new layout of this blog. Very modern, easy to look at and read. Well done!

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 12:27 pm

      NEVER too late, Stephen. In fact, we’re waiting on quite a few of the old gang to turn up. It’s great to see you here! :)

      Reply to this comment

  7. Author

    Tash

    August 30, 2011 at 12:26 pm

    I agree with building their reputation and using articles to do it but think they need a secondary strategy to get a GP in the short term – article marketing is not fast.

    Absolutely agree with putting their vacancies (long term) on their site and using places like LinkedIn to get the word out there.

    This may sound silly, but do they have current doctors on board who have friends in the medical industry? Talking amongst their friends (and social networks) would be a good start but also use those doctors to learn where they would go for a new job – in other words, understand the audience.

    Probably a bit longer term again, but why not find some connections with the medical department at Melbourne Uni? Off the top of my head (without knowing rules etc for the industry), sponsor a BBQ for 4th year med students, offer some lunch time seminars on how to give good service, donate some books to the medical library, put articles in student publications. Let more students know about the clinic so they’ll be interested later – and lecturer knowledge can’t hurt either.

    Reply to this comment

    • Author

      Stephen Hamilton

      August 30, 2011 at 12:31 pm

      I love the idea of sponsoring events for nearly or newly graduated Med students. Again, could be long term, but good for spreading the word and making contacts. If the market for candidates is so competitive, you will want to stand out as much as possible.

      Reply to this comment

    • Author

      Stephen Hamilton

      August 30, 2011 at 12:39 pm

      Another idea, similar to what you mentioned above, may be to sponsor an event (a cocktail party?) of medical equipment and pharmaceutical suppliers the practice uses.

      Thank them for their support, share the vision for expansion, and let them know in order to grow good quality GP’s are needed. Their practice expands, as no doubt does their purchases from these key suppliers. Quality referrals of potential hires would be rewarded in a meaningful way, whatever that would entail for the practice.

      It could be a valuable source of direct referrals and industry ‘buzz’.

      Reply to this comment

      • Author

        Paul Hassing

        August 30, 2011 at 12:47 pm

        Thanks, Stephen. I’ll make sure they check out ALL your ace ideas. :)

    • Author

      Paul Hassing

      August 30, 2011 at 12:40 pm

      Thanks for giving this so much thought, Tash. I did mutter something along the lines of what you’ve suggested, but it certainly wasn’t as articulate.

      At this point, I might ask the practice manager to respond to your comment in depth as I’m not sure of the nitty gritty. I sense it was a stretch for the team to let us pick apart their case in public, so don’t get your hopes up. But you never know … :)

      Reply to this comment

  8. Author

    Daniel Watson

    August 30, 2011 at 12:30 pm

    Have they considered engaging a temporary business development manager to make personal representations to all solo GPs operating within say a 5k to 10k radius of their medical clinic extolling the virtues of their modern premises, demonstrating the size of their catchment area, outlining the benefits of having collegues in same practice, highlighting the fixed shared overhead versus cost of running a sole practice, etc (ie; some old fashioned sales process rather than relying upon recruitment advertising or social media etc). It sounds like the benefits to their business of enticing such GP’s to their business would far outweigh the cost of engaging a business development manager on a short term contract.

    Reply to this comment

    • Author

      Paul Hassing

      August 31, 2011 at 9:23 pm

      Hi, Daniel, and thanks very much for your suggestion. To my knowledge, they’ve not considered this. However, I believe the clinic is studying all ideas presented here with great interest, including yours. Best regards, P. :)

      Reply to this comment

  9. Author

    Sarah Mitchell

    August 30, 2011 at 12:32 pm

    I’m joining the chorus, Paul. I’d say write engaging, general interest stories and start talking about it on LinkedIn and Twitter.

    Reply to this comment

  10. Author

    Daniel | Propaganda House

    August 30, 2011 at 12:35 pm

    Oh man!! How much fun could they have with this!

    Clever campaign on Facebook – think knock off of QLD best job in the world campaign: http://www.smh.com.au/travel/island-caretaker-job-offer-get-paid-150000-to-swim-snorkel-20090112-7ews.html

    +

    Good PR

    +

    Targeted ads on LinkedIn

    =

    Plethora of Applicants

    Bang!

    Reply to this comment
    • Emma Mulquiney

      Author

      Emma Mulquiney Online Editor - MYOB

      August 30, 2011 at 12:47 pm

      I LOVED this campaign. I even entered. :)

      There’s so many incredible things they could do to attract candidates, that don’t involve ’6pm Thursday night booking deadlines, with a 10pm material deadline sent via Websend or QuickCut’. (oh yes, my friend. I have been there!)

      How about a great viral campaign? Invest some money in a cool digital media to attract people to their site (think the ‘Elf Yourself’ one that does the rounds every Christmas), with the call to action at the end to ‘visit our website’ and ‘view current career vacancies’.

      Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 12:50 pm

      Ah, there’s the man of the moment! And he didn’t disapoint. What a timely reminder of a killer campaign, Dan.

      I’ve just written to the Mayor of Moreland asking what it’s like to live and work in Coburg these days. Fingers crossed we get a response. Could it be the new jewel of the north? :)

      Reply to this comment

      • Author

        Daniel | Propaganda House

        August 30, 2011 at 1:20 pm

        Great place to start!

        I would focus on running the campaign on a Facebook page, since it makes engagement and sharing much easier than on a site.

        I’m not sure what the demographic of their patients is like, but if they can encourage them to get behind the campaign e.g. leave comments on the wall about why Coburg’s great, how having a full time gp will help them etc etc it will all help spread awareness and give potential applicants a bit of insight into the community..

      • Author

        Paul Hassing

        August 30, 2011 at 1:22 pm

        By gum, that makes sense, Dan. You make Facebook sound … almost … useful! :P

  11. Author

    Daniel | Propaganda House

    August 30, 2011 at 2:09 pm

    It’s no back page ad in a medical journal but it works for some people ;)

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 4:00 pm

      Funny you should mention that, Dan. When I said we should shoot for The Lancet, they laughed. But if your content is good enough, why not shoot for the top?! :)

      Reply to this comment

  12. Author

    MyCarBudget

    August 30, 2011 at 3:20 pm

    I am with you Paul. Build the credibility of the brand and hope they come to you. Articles, presentations and conferences, PR work. Certainly worth a try over more advertising and isn’t working.

    What other networking activities do GPs attend that they could tap into?

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 3:59 pm

      Thank you, MCB. If I were a GP, I’d like to wire up one of those ‘invisible man’ models to advise patients of staff vacancies whenever I left the room (ideally in sync with the lights going out). My clinic would be ‘front of mind’ for some time, I reckon. ;)

      Reply to this comment

  13. Author

    philip owens

    August 30, 2011 at 4:03 pm

    So, a different view…

    Since what the practice is after is a single GP why not go and get them? I would be a dissenter from the ‘social media’ approach in this instance, as I think that is not what is actually wanted. In the bigger scheme of things (brand building, etc) it seems fine, but here are my recommendations:
    1. Build a position description
    2. Build a person description. These are very different things, and getting the person description just right is an important step.
    3. Identify 10-15 potential top young talents in the area.
    4. Get the business manager to go and have a personal discussion with them (aren’t they already in the area??)

    For a single person, single recruitment, all this social media is overkill, in my humble opinion. Face to face seems the best way.

    One strategy that can work as a ‘subtle sales trick’ – go to the identified talents and ask for their feedback on the job role – interview them on who they think could be interested and what would what would be interesting about the role and then sell it to them, At least come away with a referral.

    If the business is confused about its approach, its branding or its marketing presence (and therefore the offer to the potential recruit), it should clarify this first before it builds its position and person description.

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 4:12 pm

      Many thanks for your dissenting voice, Phil. Ain’t nothing like a brilliant foil to test received wisdom. :)

      Could what you’re suggesting be reasonably termed ‘headhunting’?

      Or even ‘poaching’?

      Is it possible that the use of a ‘trick’ might damage the brand?

      I know you’re totally up for these sorts of questions, so I look forward to your frank response.

      In the post, I alluded to growth. This clinic actually has the systems, resources and ambition to expand in several directions – simultaneously and relatively soon.

      So, they really need more than just one GP. If they end up with too many in Coburg, they’ll have the fixings for a whole new clinic. But, of course, you can’t reasonably advertise for jobs that don’t yet exist.

      I warmly welcome your further thoughts in light of this extra info.

      With best regards and MANY thanks for your contribution, as always. :)

      Reply to this comment

  14. Author

    philip owens

    August 30, 2011 at 4:26 pm

    Thanks for the questions, Paul.

    Yes, it is poaching. Pure and simple. Just like Chris Judd to Carlton, if there is talent that will make a difference to the business, then go and get it! If there isn’t, then the GP pool is not so large and they should look ‘drafting’ from the back end of family practice training programs, etc

    The ‘interview’ tactic (yep, trick has negative connotations, doesn’t it!) is a great one for getting someone to imagine themselves in the situation. If they are not interested, the least you do is make them feel competent (because you have asked them, sell your brand message, test if your offer is valid, and get a referral. If they are interested, you are well on the way to landing them into the role. The authentic (direct) approach is always a better place to begin.

    If they have serious expansion plans, the social media approach is good for brand building. GPs have special social networking sites that could be used to advertise, but I would still recommend making a poaching list in the first instance.

    For serious contenders, they may need to add a partnership/share arrangement as this is more the model for successful doctors. (This may be a bigger issue as to why they can’t recruit….)

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 4:33 pm

      You’re such a good sport, Phil. You really add a valuable dimension to our debates.

      As a naïve and impractical purist, I wouldn’t have thought of this tactic. Nor, probably, would I have filled the initial role with sufficient speed.

      Thank you for taking that room elephant out with one, clean shot – right between the eyes! :)

      Reply to this comment

  15. Author

    Susan Oakes

    August 30, 2011 at 4:55 pm

    Hi Paul,

    First up I like your new home :)

    I tend to go with Phil on this as from reading this article they want GPs to join the practice. Is there any reason why they have not hired an experienced Head Hunter to find them GPs?

    Reply to this comment

    • Author

      Paul Hassing

      August 30, 2011 at 6:24 pm

      Hi, Susan! Lovely of you to join us!

      Thanks for adding your voice. I’ve asked the practice for comment, but today has seen them flat out like a nil-by-mouth hydrating.

      If they can get a break from their legion of patients, I’m sure they’ll answer your question. It’s not one I’ve put to them. Yet.

      They did briefly mention of a $5000 staff referral bounty that has so far failed to bear fruit. That gives you some idea of just how tight this particular talent market is.

      Best regards, P. :)

      Reply to this comment

  16. Author

    Ann-Maree Bennett

    August 30, 2011 at 6:43 pm

    Doctors deal with drug companies and their reps regularly. Why not put the word out with those first-line contacts. They also go to drug company sponsored events where there other doctors. Time to get to know their opposition/colleagues – find out who they are, what’s their backgrounds, get talking and inviting.

    Reply to this comment

    • Author

      Paul Hassing

      August 31, 2011 at 11:09 am

      Nice thinking, Ann-Maree! Dr Prem actually suggested using reps, but I said it’d smack of ‘insider trading’.

      I then went on to suggest he use his PATIENTS instead, so that shows you how mixed up I am on the ethics front!

      Thanks very much for joining us! :)

      Reply to this comment

      • Author

        Ann-Maree Bennett

        August 31, 2011 at 11:38 am

        It might be “insider trading” so to speak but you would find that reps usually know who of their clients is unhappy or looking for more. I get more information from other reps in my industry than elsewhere.

      • Author

        Paul Hassing

        August 31, 2011 at 11:42 am

        You’re dead right, Ann-Maree.

        I often preface my recommendations by telling clients that, while I’m expert at hard-to-fill roles, they’re much closer to the action.

        It sometimes happens that their reality trumps my theory. And this sure looks like one of those times. :)

      • Author

        philip owens

        August 31, 2011 at 7:01 pm

        Need to be careful of using these sorts of channels. Reps are biased by the doctors who give them access or prescribe their brands, and patients by their personal likes and dislikes.

        Its like asking the monkeys at the zoo which zoo keeper is the best (of course it is the one that brings the bananas!)

        I would suggest that both of these channels would be only be a small part/ last resort in this process!
        (BTW, I used to be a medical rep!)

  17. Author

    Paul Hassing

    August 31, 2011 at 6:05 am

    Speaking of LinkedIn, I’ve woken to a free $50 ‘precision advertising’ trial email in my inbox. The link leads here:

    https://www.linkedin.com/ads/?src=en-au-email-cheetah-ppaug30

    I hope it’s not like Google’s ‘free’ trial that rips ten bucks out of your credit card for ‘administration purposes’.

    Anyway, if you’re thinking of tinkering with LinkedIn, this could be a way to go. :)

    Reply to this comment

  18. Author

    Paul Hassing

    August 31, 2011 at 8:58 am

    It just occurred to me to ask a Recruitment Consultant what he would do.

    You may recall Blyss Personnel founder Andrew Preston from: http://myob.com.au/blog/little-things/

    Here’s what he says:

    ‘We don’t do print advertising – it’s essentially a branding exercise. Network is number one. Job boards and social media are number two.

    So start with who you know. The doctors need to write a list of every doctor they’ve ever met, went to school/uni with.

    If they have kids and the kids play sport, I’m sure there would be other professionals there to talk to about the problem.

    Once the list is done then start finding those people again.

    Advertise on social media sites and job boards – but in other states. New Zealand’s a good place to hunt for people.

    Find someone from overseas. I don’t know what’s involved in sponsoring someone but we use a company called Fragomen to assist us with sponsorship and other visa issues.

    Hire an employment agent to do the work for you.

    If they do want help with this I’ll talk to them. Conventional phone conversation.’

    Many thanks, Andrew! :)

    Reply to this comment

  19. Author

    Dr Prem Saranathan

    August 31, 2011 at 10:17 am

    Hey Tash,

    Thanks for your comments – seems like you may have been a fly on the wall at some of our brain-storming sessions at the clinic. You may be interested to know that:

    · The Practice principal at the clinic is an examiner for final year Medical Students at Melbourne University and has been for a number of years

    · The clinic itself takes on 3 final year Medical Students from Melbourne University each year for a period of 3 months each – competition for these positions is so great that students have been known to “bend” the rules to secure a placement with the clinic

    · Melbourne University has been so impressed with the level of education provided at the clinic that it has awarded the clinic with a substantial monetary grant to further improve its facilities!!

    In addition, the clinic takes 4 Hospital Medical Officers (HMOs) in the second post graduate year for a rotation of 3 months each from the Royal Melbourne Hospital every year in an attempt to convince them to head down the rewarding path of General Practice. The program has been so successful to date that the clinic has been approached to take on additional HMOs from the Austin Hospital in 2012.

    However, all of these efforts and connections whilst not wasted all lead to the same end – lots of potential doctors in the coming 3 to 4 years but unfortunately none to address our shortage of doctors in the short term…..here-in lies our problem. GPs once happily ensconced within a practice are loath to move and at the fear of generalising, very averse to change!!

    Your comments about Linked In are spot on and we have made some in roads to starting up a profile on a variety of social networking sites. In addition, our website has a small section stating that we are looking for doctors but making that a prominent feature may well be in order.

    Thanks again for your comments.

    Dr Prem Saranathan, MBBS FRACGP

    Practice Principal / Director

    Coburg Central Medical Clinic

    Shop B, 1 – 3 Louisa St

    Coburg VIC 3058

    Australia

    GP Supervisor

    Victorian Metropolitan Alliance

    Reply to this comment

    • Author

      Paul Hassing

      August 31, 2011 at 11:12 am

      Great to get your comment, Dr Prem; I know you’ve been busy this week.

      Your case study is obviously proving interesting, so thanks for letting us use it.

      Thanks also for this extra info. The more data our brilliant readers have to work with, the better their suggestions will be. Best regards, P. :)

      Reply to this comment

  20. Author

    philip owens

    August 31, 2011 at 11:44 am

    Hi Prem,

    Sounds like you have access to the best and the brightest.

    Do you perform ‘exit interviews’ after their rotations with you to find out what their future intentions are, and how they decide on what sort of practice they are going to go into?

    With the access you have to your target market a little ‘market research’ (with some push polling and brand building included!) may help you identify what is not working at the moment.

    I love the saying “50% of my marketing is working, I just dont know which half!”

    Reply to this comment

    • Author

      Paul Hassing

      August 31, 2011 at 11:49 am

      Thank you for sending me to the dictionary, Phil. I love it when that happens (Adam Finlay holds the record).

      I just looked up ‘push polling’ and got:

      ‘a campaign technique in which a fake poll is used to alter the views of respondents. Push polls are generally viewed as form of negative campaigning. The term is also sometimes used incorrectly to refer to actual polls which test political messages, some of which may be negative.’

      Is this what you meant? :)

      Reply to this comment

  21. Author

    philip owens

    August 31, 2011 at 12:12 pm

    Paul – That is the heart of it. You sway the respondant by the questions that you ask. Political parties do it a lot based on fear, but in this instance you could use it to positively seed a career opportunity for a bright young graduate ;-)

    Reply to this comment

  22. Author

    philip owens

    August 31, 2011 at 12:25 pm

    No art is dark, it is all in how it is used. As I teach in my influence and presentation material, the difference between ‘influence’ and ‘manipulation’ is the application. If I want to influence you to a better outcome for me, with no concern for its effect on you then that is manipulation. If I influence you to a better outcome for you (which can also be a better outcome for me and others) – then this is true influence, and even leadership!
    Harry Potter would still have been Harry Potter if he had joined Slytherin!

    Reply to this comment

  23. Author

    Paul Hassing

    August 31, 2011 at 9:18 pm

    This just in from the Coburg’s very goovy Mayor!

    ‘I’m probably going to be biased as I was born in Coburg. Here you go;

    Coburg is one of the most Multicultural Suburbs in Melbourne. Only 8 KLM to the City, offers affordable housing and is rich in diversity. Public transport is a plenty with Trains, trams and buses that run from North, West, South and East.

    We have over 100 languages spoken at home in Coburg, a high elderly population and currently experiencing a baby boom. Coburg has hundreds of restaurants offering a rich cuisine.

    The old Pentridge Site has generated investment and employment, there is continuous private and public investment in property.

    Coburg has the Historical Society, excellent sporting facilities, free car parking, educational options, longest stretching shopping strip in Victoria and a Council that employs 1,200 staff.

    Oh and a Mayor who went to school at Coburg North Primary and Coburg High School.

    Hope this is ok Paul, if not please give me a call.

    Regards

    Cr. Oscar Yildiz JP
    Mayor
    Moreland City Council
    Web: http://www.Moreland.vic.gov.au
    Add: 90 Bell Street Coburg
    Victoria 3058 Australia

    Sent from my iPhone’

    What a guy! Many thanks! :)

    Reply to this comment

    • Author

      Paul Hassing

      August 31, 2011 at 9:21 pm

      It’s late. I of course meant, ‘… from Coburg’s very groovy Mayor …’.

      Emma, could you please fix my error?! :)

      Reply to this comment

  24. Author

    Paul Hassing

    September 5, 2011 at 12:24 pm

    This paragraph just caught my eye:

    ‘ … newspaper ads dropped 3 per cent in August to 8057 to be 15.6 per cent lower than a year ago. Online job ads dropped 0.5 per cent in August to 178,274, to be up 7.3 per cent over a year with the gap between the two measures attributed to “newspapers … losing market share to online advertising,” …’

    http://www.theage.com.au/business/jobs-ads-dip-as-demand-for-workers-slackens-20110905-1jt66.html

    Reply to this comment

  26. Author

    Dionne White

    September 26, 2011 at 2:19 pm

    Hi Paul
    Interesting to see just how universal the non-response to traditional advertising methods is. Given how much money would have been thrown at this, a more cost effective option needs to be looked at. In my experience in medical recruitment, there is very little difference between medical appointees and other poached employees, loyalty is limited, as soon as the contracted period is up, the recruiter will be looking to offer a quality candidate to another high paying employer and the the poachee will usually be very willing as long as the price is right and the post code is sexier.
    There needs to be something to engage loyalty or innoculate (no pun intended) against the perceived negatives of working in Coburg. This needs a long term or farming approach, sponsorship of events at hospitals for GP registrars is a good start. Another option is for the surgery to be involved in the GP registrar training program where they have med students in the surgery ghosting the doctors in practice.
    The job ad on the website, LinkdIn, and whatever social pages they engage with are definite musts. Highlighting the benefits of the position to the applicant as well as the job requirements is essential. The financial benefits highlighted above appear quite outstanding when compared to what is available to doctors joining many other established practices. Doctors choose to bill privately or through Medicare for many varied reasons.

    Reply to this comment

    • Author

      Paul Hassing

      September 26, 2011 at 2:22 pm

      Geez, Dionne; you sure sound like you know what you’re talking about! I appreciate your detailed analysis and excellent ideas. Thank you for sharing them with us! :)

      Reply to this comment

  27. Author

    Paul Hassing

    November 14, 2011 at 7:25 am

    More than 30 doctors are driving Melbourne cabs! How can this be?

    http://www.theage.com.au/victoria/african-doctors-are-driving-melbournes-taxis-20111113-1ndsh.html

    Reply to this comment

  28. Author

    Paul Hassing

    November 16, 2011 at 7:39 am

    Here’s an update from Jess at the clinic. Read the thread from the bottom up:

    ‘Hey Paul,

    Your advice and blog were of such a help! Perhaps not in finding doctors, but certainly for our mental health!

    Happy for you to add that to your blog.

    Cheers,

    Ms Jessica Keating, RN

    ________________________________________
    From: Paul Hassing [mailto:paul@thefeistyempire.com]

    Thanks for your newsy update, Jess!
    I’m glad you’ve had a couple of wins and sorry my efforts didn’t bear fruit.
    As I know people were very interested in your fortunes, would you mind if I added your email below as a final comment on the blog?
    Best regards,
    P.

    From: Ms Jessica Keating [mailto:admin@coburgcentralmedical.com.au]

    Hey Paul,

    All going well over here! Despite the ongoing lack of doctors we have taken on a full time dentist, which is keeping us all busy!

    Additionally next year we will have another full time GP trainee starting, so although not a fully fledged GP, a definite move in the right direction!

    So, the answer is…no didn’t get any traction from your blog posting. And unfortunately we cannot access overseas trained doctors (even after they get through their “conversion” course here) for ten years, as they are restricted to working in “districts of workforce shortage” (basically, anywhere rural).

    I have continued to read a few of your blog posts when time permits, they are really interesting and well written!
    Hope things are continuing to go well for you! I will keen an eye on your blog!

    Cheers, Jess

    Ms Jessica Keating, RN

    ________________________________________
    From: Paul Hassing [mailto:paul@thefeistyempire.com]

    Good morning, team.
    How are you going over there?
    Did you get any traction from our MYOB blog post and discussion?
    Failing that, have you explored this avenue?
    http://www.theage.com.au/victoria/african-doctors-are-driving-melbournes-taxis-20111113-1ndsh.html
    Best regards,
    P.’

    Reply to this comment

  31. Author

    Yvonne

    April 28, 2012 at 7:18 am

    I haven’t read ALL of the comments above but I keep thinking of a video
    titled “where have all the GP’s gone?” with a bunch of people (pretending to be sick) &
    wandering round the Coburg Practice looking into empty rooms, with a bored receptionist
    chewing gum & filing her nails….I dunno- I once knew a lady who paid loads for a radio add
    For her very pretty ergonomic chairs…she shoulda come by your blog first ;)

    Reply to this comment

  32. Author

    Yvonne

    April 28, 2012 at 7:19 am

    Doing this on a mobile makes the text come out all over the place….weird.

    Reply to this comment

    • Author

      Paul Hassing Founder & Senior Writer - The Feisty Empire

      April 28, 2012 at 7:22 am

      Nice to see you again, Yvonne. I’m sure the MYOB IT boffins will be very interested in your technical comment.

      It’s great to see you back again. Has your website had a revamp? To my mind it seems different. But it’s been a while …

      Best regards, P. :)

      Reply to this comment

  33. Author

    Yvonne

    April 29, 2012 at 5:48 am

    Yes different Paul. I never seem quite happy with it but I am thinking it will not change for a while now…business is growing here in NZ ;) so happy about that. Just got booked for a stress talk into the government & have a couple proposals in. Lots of people coming for meditation coaching & loving my role helping people realise and release potential regrets in the making!!!
    You doing well I trust?

    Reply to this comment

    • Author

      Paul Hassing Founder & Senior Writer - The Feisty Empire

      April 29, 2012 at 6:26 am

      Well, it looks pretty fine to me, Yvonne! :)

      I’m delighted things are going well for you in NZ. Especially as I hear it’s not all beer and skittles over there. I imagine there’s plenty of stress for you to manage right now. So good on you! Maybe one day we can tempt you to do a guest post showcasing your enterprise. I’m sure our readers would be enthralled.

      The Empire is going great guns, thank you. Smart clients. Fascinating projects. Repeat business. Fair pay. What more could a business owner want?! :)

      Reply to this comment

  34. Author

    Yvonne

    April 29, 2012 at 11:38 pm

    Would be more than happy to do a guest post for ya! Also, I am always looking for people making an impact in the world for my WOW Work in The World Wednesdays, where I interview some cool peeps. Perhaps you might like to be interviewed as it would be a great way to connect! I usually film on Skype ;) drop me a line if you’re keen ;)

    Reply to this comment

    • Author

      Paul Hassing Founder & Senior Writer - The Feisty Empire

      April 30, 2012 at 7:15 am

      Good show, Yvonne! :)

      (Hey Emma, how about Yvonne for a fascinating guest poster?)

      Re interviews, I think that after 263 blog posts featuring me me ME, our readers would be far more interested in you and your business for a refreshing change.

      How would you feel about turning the spotlight on yourself? Only if you’re comfortable, of course. :)

      Reply to this comment

  35. Author

    Yvonne

    April 30, 2012 at 1:50 pm

    Of course! What would you like me to write about? Happy to talk about my work & passion of coaching & meditation ;) Also my upcoming collaboration doing an online course to help my friend in NY with her work in post conflict populations in Uganda, Congo & Sri Lanka!!

    Reply to this comment

    • Author

      Paul Hassing Founder & Senior Writer - The Feisty Empire

      April 30, 2012 at 2:23 pm

      They ALL sound interesting to me, Yvonne! We could ask our audience, but as this post has been up for a while, they many not be monitoring comments any more.

      It may be better to liaise with MYOB’s Emma, who handles all the writers for this blog. If you deal with her direct, I’m sure you’ll quickly agree on a topic.

      I’d love you to join our Hall of Fame, but Emma calls the shots. Over to you, E! :)

      Reply to this comment

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As founder of The Feisty Empire, Paul has written, edited, proofed and produced print, radio, online, outdoor and business copy for over 1200 organisations of every size and sector. He is extremely versatile, having handled everything from...

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