A rural Alabama hospital was on the verge of shutting down its obstetrics practice until Search Consultant Elizabeth Ray’s creative sourcing strategy expanded the search and uncovered the perfect fit.
Access to maternity care is declining nationwide, with more than 35 percent of U.S. counties lacking coverage. In rural Alabama, 90 percent of women of reproductive age must drive 30 minutes or more to access hospital-based obstetric care. These statistics weighed heavily upon the administration of a community hospital in southeastern Alabama as they faced a crisis. If they didn’t quickly find an OBGYN, they would have to shutter their obstetrics practice.
Because the market for OBGYNs is fiercely competitive, they reached out across their network for recruiter referrals. After hearing about Jackson Physician Search’s work for a hospital in Indiana, the Alabama hospital called Business Development Manager Dianna Martin. The hospital’s longstanding private group had lost one physician, and its two remaining senior doctors planned to stop delivering babies by year’s end. With two providers splitting more than 900 deliveries on a demanding call schedule, the hospital was temporarily relying on an affiliated facility for labor and delivery coverage.
Dianna matched them with a particularly well-qualified recruiter: Search Consultant Elizabeth Ray, an industrious, gregarious Auburn grad with local expertise and connections to leverage.
Opening the Search
Initially, the hospital wanted only experienced OBGYNs. But after Elizabeth walked them through market realities, they opened up to new graduates and, eventually, FMOBs.
“We weren’t getting much traction on OBGYNs because the small city was a hard sell. The candidates wanted to be somewhere bigger,” Elizabeth explained. “Since they were at risk of shutting down their whole service line, I was able to persuade leadership that there was more than one way to efficiently fulfill their needs.”
Elizabeth shared some of her experience recruiting OBGYNs to help persuade the client to be open to new graduates. While experienced OBGYNs tended to place limitations on their practice (not performing C-sections was a common example), new graduates were eager to take on more volume and build upon their skills. Hospital leadership welcomed her counsel, since they were in this predicament in part for this very reason. They also had questions about how FMOB programs train physicians, as they hadn’t ever had one in their practice. It didn’t take long to convince them that not only could an FMOB perform the same duties as an OBGYN, but they could also likely find one faster. The search was on.
Sweet Home Alabama
The expanded search yielded ten candidates, including an Alabama native eager to return home and practice in a small town. Dr. M was completing her FMOB residency at Texas A&M, where her delivery volume met or exceeded that of an OBGYN graduate. But she wouldn’t graduate for another 18 months — a long runway during which she might lose interest or take another offer.
Elizabeth submitted her profile with a recommendation: if you decide to bring her in for an interview, have an LOI ready.
“In order to get these candidates on board, you really have to show them that you want them,” Elizabeth advised. “If you give them a letter of intent, they leave the interview feeling like they have time to review the contract and that it was obvious the team liked them enough to hand them the letter in person.”
Dr. M’s credentials and local roots thrilled the hospital. Because of her graduation date, they scheduled the interview five months later, and Elizabeth held regular check-ins to keep her engaged.
“I would call her a few times a month to ask her how the job search was going and whether she needed anything,” Elizabeth explained. “I’d always remind her that we were really looking forward to having her come onsite.”
Dr. M showed up at the interview with a great attitude and thoughtful questions that gave the team confidence in her fit and readiness. Her training impressed them, and they were eager to have her join the practice.
“Both the candidate and CEO said that everything went really well,” Elizabeth recalls. “Her questions told them she was ready and wanted to be booked and busy.”
Dr. M left the interview with an LOI in hand, but had some concerns about salary. Elizabeth shared market data with the client, and advised them to increase the base compensation in order to be competitive. After a bit of negotiation, she signed the contract in three weeks.
Trust, Speed, and Expertise
Despite challenging hiring conditions, Elizabeth delivered an excellent physician who will keep the maternity clinic’s doors open for years to come. Her creative problem-solving, market expertise, and relationship skills allowed the client to cast a wider net while keeping candidates on the line. Because the business came through a referral, a foundation of trust supported fast, agile decision-making and strategic pivots that broke through every obstacle.
If your organization has a tough-to-fill opening, the recruitment team at Jackson Physician Search can help you attract and secure your ideal candidate. Contact us today.
