by Jennifer Cognetta, Marketing Communications Manager for Recruitment Advertising at the New England Journal of Medicine.

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Effective Strategies for Recruitment Advertising in Medical Journals

by Jennifer Cognetta, New England Journal of Medicine

Deciding to place ads in medical journals is only one part of today’s challenging recruitment process. Defining your advertising objectives before working on ad copy or design is an even more critical step that can help you reach both active and passive job-seekers, thus widening the pool of candidates from whom you receive responses.

Because your objectives are likely to fall into three categories, the questions you need to ask your team include:

1. Are you running ads to simply generate awareness of your clinic, hospital or health system? Did your organization recently go through a merger or acquisition and need to make the provider community aware of your new identity or ownership?

2. Are you trying to position your organization in the market in order to change/create a new perception? For example, did your system recently launch a new women’s health clinic and you need to make providers and the surrounding community aware of these new services?

3. Or, is your organization primary looking to recruit and retain quality physicians and need to generate response in order to find suitable candidates?

While your overall objectives may be a combination of all three, you need to decide what your advertising objectives are first, choose what types of ads will work for you, and then actually design and write copy for your ad. If your primary objective is to recruit physician candidates for open positions at your organization, then you must decide how ads in medical journals will be a part of your campaign.

Next, you need to decide if your organization should run line ads or display ads. Each has their strengths and benefits, and you should review your advertising objectives to see which type of ad is a better fit.

For example, if you are looking to promote multiple openings at your company, as well as create awareness of your organization, a display ad may be the better choice. Display ads come in a wide range of sizes and allow you to visually promote your institution through the use of logos, graphics, and photos of your organization and/or the region of the country in which it is located. Repetition of these ads allows you to create a brand identity that physicians will begin to recognize over time and associate with your institution.

Display ads also give you the opportunity to advertise openings in more than one specialty, and can be a cost-effective way to recruit many physicians in different specialties using the same ad. You can also save on design costs by using your original display ad and simply update it by inserting the specialties for which you currently have openings.

The cost of classified line ads, on the other hand, is typically calculated per word or number or lines. This gives you more control over the cost of your ad. Line ads can therefore be a cost-effective option for recruitment departments with limited advertising budgets. Line ads provide you with the flexibility to write a short, concise message or a longer, detailed message that has specific information about the job itself, which is typically more information than what appears in display ads.

Additionally, line ads in multi-specialty journals are usually organized by specialty, and by region of the country in single specialty publications, making it easier for job seekers to zero in on opportunities that interest them.

Every good ad, whether a display or line should include the following:

· Practice type/setting
· Specialty of open position
· Compensation model/benefits/call schedule
· Affiliations with other institutions/teaching hospitals, etc.
· Lifestyle
· Location
· Website address
· Contact information: phone, fax, and email (the more options for physicians to respond, the better)

The type of ad you place – what it says, how it looks, etc. – largely depends on what your advertising objectives are. Once you have objectives in place, use them as a guide. Refer back to them. Ask yourself – does this ad help us achieve our primary objective for advertising in the first place? Using your objectives in this way should help keep your copywriting and design process on track, so you can be sure that your ad gets your goals accomplished effectively.


Jennifer Cognetta is the marketing communications manager for recruitment advertising at the New England Journal of Medicine. She may be reached at jcognetta@nejm.org.