Community-Focused Physician Recruitment
2023 - present
CHALLENGE.
Northwest Permanente is the largest multispecialty group practice in Oregon and Southwest Washington, with more than 1,500 physicians and specialists caring for over 630,000 members. They engaged us to support physician recruitment for their Center for Black Health and Wellness, with the goal of attracting physicians of color committed to addressing health disparities and advancing social equity.
The Center needed highly qualified physicians who not only met clinical requirements but were deeply aligned with the mission of improving health outcomes for Black communities in Oregon. The candidate pool was limited, and few physicians were aware of the Center’s unique structure and benefits.
SOLUTION.
Research
We conducted a full employer-value analysis, identifying compelling selling points such as the integrated care model, strong administrative support, and the absence of prior authorization burdens. We also reviewed existing recruitment channels and built culturally relevant messaging tailored to physicians passionate about equity-centered care.
Marketing Strategy
We developed a branding direction emphasizing impact, community leadership, and the opportunity to be a catalyst for change. Our outreach included targeted social campaigns, job board postings, and direct sourcing across U.S. metropolitan areas with strong representation of Black physicians.
A/B testing showed that value-driven, mission-focused messaging produced the highest engagement and the most aligned applicants.
RESULTS.
Northwest Permanente renewed their contract for another year based on performance.
We reached 12,129 potential candidates, generated 22,390 impressions, and delivered 63 candidates.
Across the full scope of our collaboration, 3 hires were made.