Recruitment and retention of rural general practitioners: A marketing approach reveals new possibilities

Hemphill, Elizabeth; Dunn, Steve; Barich, Hayley; Infante, Rebecca

doi:10.1111/j.1440-1584.2007.00928.x

Cited by 17 publications

(15 citation statements)

References 18 publications

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“…Studies also suggests that monetary incentives should be of substantial value so that doctors can be attracted to work in remote areas [26][27][28].…”

Section: Weighted Ranking Of Attributes and Proposed Retention Packagesmentioning

confidence: 99%

Job Preferences of Doctors for Working in Rural Islamabad Capital Territory, Pakistan: a Discrete Choice Experiment

Rana¹

2017

J Healthc Commun

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“…Studies also suggests that monetary incentives should be of substantial value so that doctors can be attracted to work in remote areas [26][27][28].…”

Section: Weighted Ranking Of Attributes and Proposed Retention Packagesmentioning

confidence: 99%

Job Preferences of Doctors for Working in Rural Islamabad Capital Territory, Pakistan: a Discrete Choice Experiment

Rana¹

2017

J Healthc Commun

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show abstract

“…Hemphill et al wrote about a marketing approach to recruitment, emphasizing that marketing theory deals with perceptions of value, satisfaction and practice selection, and that new perspectives in research-based market segment-specific solutions can be sought (13). Building on the suggestions of Hemphill et al (13), high school students may be viewed as customers, medical schools as corporations and the entire country as the market of competition.…”

Section: Discussionmentioning

confidence: 99%

“…Building on the suggestions of Hemphill et al (13), high school students may be viewed as customers, medical schools as corporations and the entire country as the market of competition. Adopting this philosophy, coordinating mechanisms to integrate dissemination of information, and marketing the service supply between the three elements may help in student recruitment to a specific school.…”

Section: Discussionmentioning

confidence: 99%

Impact of a recruitment campaign on students’ applications o medical school

Vrdoljak

Mijačika

Miličević

et al. 2013

AMA

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“…One mechanism available to manage distribution of GPs across practices is derived from marketing theory (Hemphill et al 2007). A market orientation (Kohli and Jaworski 1990) suggests GPs could be considered consumers of general practices (as sellers) in a GP market.…”

Section: Background and Literaturementioning

confidence: 99%

“…Human Resource Management (HRM) literature has taken some steps to identify job attribute preferences (Konrad, Ritchie, Lieb and Corrigall 2000), to understand the role of specific job attributes in attracting and retaining rural health professionals (Pathman, Konrad, Dann and Koch 2004) and to recommend how best to use classified advertisements to attract job candidates (Blackman 2006). Hemphill, Dunn, Barich and Infante (2007) suggested that integrating these HRM findings with a marketing perspective might be a productive avenue for resolving the GP problem. In response, this paper aims to integrate the HRM and marketing literatures to specify a set of attributes for GP recruitment to rural practices.…”

Section: Introductionmentioning

confidence: 99%

Defining a Process for Segmenting the General Practitioner Market for Rural Practice Recruitment

Hemphill¹,

Kulik²

2009

Social Marketing Quarterly

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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 paper uses data gathered from practice managers, GPs, and recruitment advertisements to develop a taxonomy of attributes considered in GPs' practice choice. The key contribution of this research comes from the possibilities for GP recruitment outcomes from refined implementation of branding principles that includes differentiation between practices with targeted recruitment advertisements instead of the current practice of including a mix of Job, Practice and Family attributes. Adopting the structure of these sets of attributes as a taxonomy offers a new opportunity to examine how these attributes contribute to GP practice selection decisions. This research prescribes a path forward for future research to now determine the relative and absolute value of attributes considered in general practice selection. As a new step towards solving the rural GP shortage this will then lead to development of strategic marketing for GP recruitment. This work is of national and international importance as substantial policy initiatives in government and academic directives have not yet solved this significant social problem. The output from this work is a research instrument designed for GP data collection as a basis for developing improved practice recruitment strategies. Publication DetailsThis conference paper was originally published as Hemphill, E and Kulik, C. T., Defining a Process for Defining a Process for Segmenting the General Practitioner Market for Rural Practice RecruitmentElizabeth Hemphill and Carol T. Kulik, University of South Australia AbstractGeneral 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 paper uses data gathered from practice managers, GPs, and recruitment advertisements to develop a taxonomy of attributes considered in GPs' practice choice. The key contribution of this research comes from the possibilities for GP recruitment outcomes from refined implementation of branding principles that includes differentiation between practices with targeted recruitment advertisements instead of the current practice of including a mix of Job, Practice and Family attributes. Adopting the structure of these sets of attributes as a taxonomy offers a new opportunity to examine how these attributes contribute to GP practice selection decisions. This research prescribes a path forward for future research to now determine the relative and absolute value of attributes considered in general practice selection. As a new step towards solving the rural GP shortage this will then lead to develo...

show abstract

Recruitment and retention of rural general practitioners: A marketing approach reveals new possibilities

Cited by 17 publications

References 18 publications

Job Preferences of Doctors for Working in Rural Islamabad Capital Territory, Pakistan: a Discrete Choice Experiment

Job Preferences of Doctors for Working in Rural Islamabad Capital Territory, Pakistan: a Discrete Choice Experiment

Impact of a recruitment campaign on students’ applications o medical school

Defining a Process for Segmenting the General Practitioner Market for Rural Practice Recruitment

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