Defining a process for segmenting the general practitioner market for rural practice recruitment
Date
2009
Authors
Hemphill, E.A.
Kulik, C.T.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Social Marketing Quarterly, 2009, vol.15, iss.2, pp.74-91
Statement of Responsibility
Conference Name
International nonprofit and social marketing conference INSM 2008 (15 Jul 2008 - 16 Jul 2008 : Wollongong, New South Wales, Australia)
Abstract
General practitioner (GP) to patient ratios fall below benchmarks, particularly in rural areas. A marketing solution to this significant social problem might be to develop recruitment strategies differentiating medical practices (brands) and targeting different segments of the GP market. This article uses data gathered in Australia from practice managers, GPs, and recruitment advertisements to develop a taxonomy of family, job, and practice attributes that could be used to recruit GPs.
Current recruiting strategies emphasize a mix of family, job and practice attributes, but better recruitment outcomes might be achieved by the implementation of branding principles that more clearly differentiate general practices with targeted recruitment advertisements. This research prescribes a path for future research on GP recruitment. The first step is to gather data on the relative and absolute value of different attributes within the taxonomy. These data can then be used to develop targeted marketing strategies for recruiting GPs to rural practices.
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright 2009 SAGE Publications