Practice Management Alert

Frustrated by lack of response? The trouble could be your choice of medium

How many times has this happened to you: You run an ad to fill the latest vacancy in your medical office and eagerly await a flood of responses, only to come out with a handful of resumes that don't fit the bill?
 
To help you avoid this scenario, we-ve got tips tapped from the experts on attracting prime candidates for your empty slots.

Think Twice About Newspaper Ads

The most cited source of disappointment with employment ads among medical office professionals: newspapers. -I-ve probably spent thousands of dollars on newspaper ads, and in five years, I-ve only had one hire from an ad,- says Karen Eyberger of Genesis Healthcare System in Zanesville, Ohio.
 
Problem: Newspaper ads often don't yield many results because you-re sending a very specific call out to a very broad population, says consultant Steve Passmore with Healthy Recruiting Tools in Murray, Ky. Employers in large metropolitan areas often have better luck with this approach than those in rural areas, experts say.
 
Another problem with newspaper ads is that most employers can only afford a very short line ad that potential hires could easily miss. -No one can really afford to put a big splash in a newspaper,- Passmore says.
 
Tip: If you believe a newspaper ad is worth a shot, be sure to run the ad through the paper's online classified section under a specific heading, says consultant Kay Stanley with The Coker Group in Atlanta. This will at least narrow down your audience to Internet-savvy folks, she says.
 
-When we do use print, we only advertise on Thursdays and Sundays,- Stanley says. More people tend to buy the paper on those days, and the classified section on those days is usually strong, she says.
 
Be specific: Run an ad for a -Medical Billing Supervisor- instead of just advertising generically in the medical classified section. That way, you can grab the eyes of job-hungry healthcare professionals -quot; while simultaneously weeding out potential applicants who  don't have the necessary qualifications.

Launch a Targeted Search

For about the same amount of money that you-d spend on a newspaper or online advertisement, you could target your job search to those most likely to be qualified for your position, Passmore says.
 
Idea: Send a postcard describing a particular job to all the appropriate medical office professionals within a 35-mile radius of your practice or facility, Passmore says. That way, -you-re putting [the ad] right in their home and giving them the message you want,- he says.

Start With a Specific Job Description

Many employers become frustrated because the people responding to their ads aren't a good fit for the position. If this is happening at your office, take another look at your ad. Does it outline the necessary qualifications and accurately portray the position you-re seeking to fill?
 
Strategy: Always have a job description on hand before you place your ad, and then base the ad on that description, Stanley says. -Advertise to the job description.-
 
One of the biggest mistakes employers make when searching for hires is being too vague about the job and the necessary qualifications, Stanley says. For example, simply stating something like -Medical practice seeking qualified billing supervisor- isn't going to get you very far.
 
Instead, Your ad might read something like this:

-A multi-site Philadelphia orthopedic practice is seeking a billing supervisor with at least five years supervisory experience. Knowledge of billing and reimbursement for Medicare, HMO, and A/R reports a must. Qualified applicant should have strong personnel management skills and be an AAPC-certified professional medical coder (CPC). Drug screen and background check are required prior to job offer. Send resumes to [instructions here].-

Remember: Medical office professionals have a lot of employment options these days, so you have to make people want to come work for you. However you advertise your opening, you should include information that -sells your facility,- Passmore says.
 
Keep a script of -selling points- on hand for when potential applicants call you, Passmore says. -If you can't sell your facility in two or three sentences, then you have a problem,- he says.

Support, and Exploit, Your Local AAPC

Often, -networking is the most effective way to get good people,- Stanley says. If you already know someone's skill set and work ethic, you-ll have a clearer sense of how well he-d fit into your office. So keep your eyes and ears open for good employees who could be right under your nose. Contact your local chapter of the American Academy of Professional Coders (AAPC) and get the word out about your position.