For years, data has forecasted a physician shortage. A report from the Association of American Medical Colleges (AAMC) from March of 2024 shows that, while less severe than initially estimated in 2021, the U.S. is projected to face a shortfall of up to 86,000 physicians by 2036.
According to the AAMC, there are several factors contributing to the physician shortage, including an aging and growing U.S. population. Simply put, demand for physicians is expected to grow faster than supply. The impact of the COVID-19 pandemic played a large role in this situation, including the implications of continued care for COVID and the exacerbation of physician burnout post-pandemic. Additionally, the report shows that physicians are retiring earlier and working fewer hours.
The essential investment in and growth of graduate medical education programs has reduced the projected shortage, per the AAMC. However, there is still a looming shortage on the horizon. The current projections also acknowledge systemic access barriers to care for historically underserved communities.If these communities could achieve comparable access, the estimated shortfall would be somewhere between three and six times the magnitude.
All of these factors massively impact physician well-being and engagement with medicine. According to Doximity’s 2024 Physician Compensation Report, physicians report feelings of overwork and burnout, diminished job satisfaction, deteriorating workplace culture, thoughts of leaving clinical practice, and unsustainable work hours and caseloads, among other impacts.
How does this context impact physician marketing goals and strategies?
- Time and Attention
- Physicians are incredibly busy. Especially given this context, it’s essential to keep your content hyper-relevant, current, and valuable. It’s also important to ensure you’re reaching the right audience with precise content to make an impact. Platforms like Doximity help you reach the right audience with the right content at the right time. This provides value to physicians and impact for organizations.
- Recruitment and Retention
- Many of the notable impacts of the physician shortage are relevant to workforce recruitment and retention as they influence culture, work expectations, support, and other workplace circumstances and benefits. Physicians may be increasingly interested in information about the experience of being a physician at a specific organization as they consider working conditions, including work/life balance, flexible work arrangements, autonomy, support staff, and more. Your marketing can center physicians' experiences in order to hire, retain, and promote good talent.
- Time-Saving Tools, Platforms, Strategies
- Physicians are interested in tools, platforms, and strategies that save time and make them more efficient. Three-quarters of physicians surveyed in the Doximity Compensation Report felt that reducing administrative burden could meaningfully improve overwork and burnout. Whether you have successful strategies that help physicians work more effectively, or you offer products or services like dictation tools that reduce monotonous work, promoting these solutions and physician wellness in general is a way to provide value to your physician audience. As an added benefit, that can improve your brand perception among physicians. Busy physicians are also looking for ways to automate and streamline other aspects of their life, including investments through innovative financial tools and products.
- Evolving Needs
- As the workplace landscape shifts for physicians, their needs and interests are also shifting. For example, physicians might be considering side gigs or hybrid work opportunities and interested in organizations that offer that flexibility. Or, as the cost to run a practice continues to increase, physicians might be interested in financial products that help them prepare, save, or invest. Additionally, physicians might be more interested in content from professional organizations that support mentorship, networking, and connection within their areas of focus.
- New Audiences
- Advanced Practice Provider (APP) populations are increasingly a large part of the primary care ecosystem. Consider including these care providers in your marketing programs to reach a broader audience.