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is a question-and-answer forum featuring leading practice management experts who may or may not be employed by Physicians Practice. Physicians Practice receives questions from physicians, office managers, office administrators and others. Have a question about the operation of your practice? Visit www.PhysiciansPractice.com. Your question will be answered within three business days.

Q We need to recruit a physician. What kind of information should we include in the package of information we mail out to interested candidates?

A It's important to inform recruits about the practice, the community and to address any possible concerns of the recruit's family. When providing information about the practice, include an overview of your specialties, geographic locations, history, ancillary services, backgrounds of the current physicians, types of equipment used, support for continuing medical education — in short, all issues that apply to the clinical aspects of your practice. You should also comment on areas of practice dynamics that make your group stand out. Do you have a mentorship program? Do you offer fewer hours on call than others in your area? By all means, mention the things that make you different, and that will be attractive to potential employees.

When describing the community, include information that is pertinent to the recruit, such as data about real estate, schools, sports teams, and recreational and cultural opportunities. In general, any customization you can provide helps. If you know that the recruit is a golfer, for example, be sure to include some golf brochures along with a personal note.

Take care to consider family needs. The reality is that the employment decisions of most married recruits are going to be strongly influenced by the spouse and other family members, especially if there are children. Try to include some additional information geared toward them — perhaps about the community, the economy, youth or volunteer activities, even just a "welcome" letter. If you know what line of work the spouse is in, provide a list of job opportunities — or at least relevant companies — in the area. This will make a significant impression because it's so rarely done.

Q I have been in practice for 16 years and will be bringing in a new doctor (or two) this summer. How does an established physician generate more patients for the practice? I lecture to other doctors and the community. I have been on radio and cable television shows. I have written articles for the local paper. I go to medical staff meetings, talk to doctors at lunch and play tennis with other docs. I send out letters to referring doctors after seeing their patients.

Despite all of these efforts, a competing group gets the bulk of the referrals at one of the hospitals. I would like to get some of that business. What should I do?

A Try getting a little more specific. Here are some ideas:

• Market your new physicians. Hold an open house to introduce them to the community. Invite press, patients, your "high referrers," and people at the hospital who make referrals.
• Court referring physicians who send only a few patients. Court the hospital people. What can you do that will make you indispensable to them and help you win some of their business? Schedule a business meeting with them to discuss how you can assist them. What are their needs? This is different from playing tennis or chatting in the waiting room.
• Find a niche to distinguish yourself from others in your community. Is there a special clinical area or population that you serve that others don't? Hepatitis C? Pediatrics? Busy executives needing timely service?
• Make use of your office manager. She can meet with the staff members who set up referrals to find ways to better meet their needs.