By: Mitzi Kent, RN, BSN | mkent@barlowmccarthy.com
Physician recruiting has always required persistence, strategy, and strong relationship-building skills. But in today’s digital world, engaging passive candidates—physicians who aren’t actively seeking a new opportunity—has become even more challenging. Physicians are busier than ever, and traditional outreach methods can easily get lost in the shuffle of a packed inbox or a hectic schedule.
Email marketing remains a valuable tool for recruiter outreach, but with spam filters tightening and physicians inundated with messages, it’s becoming harder to get noticed. This is why securing personal email addresses and supplementing email outreach with texting can be game-changing. If used correctly, these strategies can help you break through the noise and start meaningful conversations. Here are five of the best ways to engage passive physician candidates through text and email.
- Make It Personal and Relevant
One of the biggest mistakes recruiters make is sending generic, one-size-fits-all messages. If you want to capture a physician’s attention, your message must feel personal and relevant. Use their name, reference their specialty, and show that you understand their unique career path.
For example, instead of saying: “We have an opening you might be interested in,” try: “Dr. Smith, I came across your profile and saw your experience in cardiology—our hospital is expanding its cardiac care team and I’d love to share more details.”
Texts should also be short and to the point, as physicians don’t have time to read lengthy messages.
- Timing is Everything
Physicians work long and often unpredictable hours, which means the timing of your outreach can make a significant difference. Sending an email or text at the wrong time—such as mid-shift or during patient rounds—may result in your message being ignored or deleted.
Try sending messages in the early morning, during lunch breaks, or in the evening when they are more likely to check their phones. If you don’t get a response, don’t be discouraged—follow up at a different time to increase your chances of engagement.
- Keep Emails Out of the Spam Folder
Email deliverability is an increasing challenge. Spam filters are aggressive, and if your email looks too much like a marketing message, it may never be seen. Here are some ways to improve your email success:
- Avoid spammy words like “free,” “limited time,” or excessive use of capital letters and exclamation points.
- Keep your subject line concise and personalized (e.g., “Dr. Johnson – Quick question about career options” rather than “Exciting Job Opportunity!!!”)
- Use a reputable email domain and avoid excessive links or images.
- When possible, obtain and use personal email addresses rather than hospital-based ones, as hospital servers often filter out recruitment emails.
- Use a Conversational Tone
Both emails and texts should feel like a natural conversation, not a sales pitch. Asking a question is a great way to start engagement. For example:
- Text: “Hi Dr. Patel, I’m reaching out because I saw your work in pediatrics—would you be open to chatting about opportunities in your area?”
- Email: “Dr. Patel, I know you’re busy, but I wanted to introduce myself and see if you’d be open to a quick chat about career opportunities. I’d love to hear what’s important to you in your next role.”
By keeping it conversational, you’re inviting engagement rather than pushing an agenda.
- Follow Up Without Being Pushy
Many recruiters give up too soon. If a physician doesn’t respond to your first message, it doesn’t necessarily mean they aren’t interested. They may have missed it or meant to respond but got sidetracked.
A simple, professional follow-up can make a difference. A text follow-up might be: “Dr. Lee, just checking in to see if now is a better time to connect. Let me know if you’d like more details!”
For email, a good follow-up might be: “Dr. Lee, I know you’re busy, so I wanted to follow up in case my last message got buried. Let me know if you’re open to chatting—I’d love to hear about your career goals.”
A well-timed follow-up shows persistence without feeling overly aggressive.
Final Thoughts
Reaching passive physician candidates requires the right mix of personalization, timing, and persistence. While spam filters and busy schedules make it harder to engage, using a combination of well-crafted texts and emails can help break through the noise. By making your outreach personal, conversational, and respectful of their time, you can build relationships that lead to long-term recruitment success.
Need help refining your physician recruitment strategy or doing the email and texting work for you? We offer both; let’s talk! Email us at info@barlowmccarthy.com to explore ways to strengthen your approach.