Provider Recruitment Key to Health System Sustainment and Community Enhancements
Business Development Director Betsy Wilson
Since 2023, UNC Health Southeastern has worked diligently to recruit more than 75 physicians and advanced practice providers to support the health system and health needs of our community.
Business Development Director Betsy Wilson leads the effort, along with support from UNC Network Physician Recruiter Cindy Leonard.
“Recruitment is such an important part of the process in ensuring our patients and community are well taken care of,” said Wilson. “Finding the right providers is crucial, and the recruitment process is the first step.”
According the to 2018 American Medical Association Economic Impact Study, each physician in North Carolina supports an average of 12 direct and indirect jobs, $2.1 million in direct and indirect economic output, and $83,044 in state and local tax revenue.
“Most of the providers recruited are new to the region and contribute many, many millions to economic output and tax revenues,” said Leonard. “The success of our physician and APP recruitment result in economic improvement to our community and allows UNC Health Southeastern to continually invest in improving the health and wellness of Robeson County."
Economic impacts of recruitment have far-reaching impacts on local communities and towns served by the health system.
“A robust recruitment program of specialists by our local healthcare system positively impacts the economy of our city as well as our region,” said Lumberton Mayor Bruce Davis. “Having access to specialists in fields like orthopedics and women’s health services enables our citizens to remain close to home for their healthcare needs. Highly trained doctors and advanced practice practitioners are a major factor when families and individuals make a decision about where they want to live, and we want them to choose Lumberton to sustain our economy and stability in the region.”
Leonard handles the first step of the recruitment process by finding the candidates and vetting them. Once she has identified a potential candidate, she informs Wilson to gage our interest. Next, the candidate is contacted to set up a phone interview with the local team, including Chief Medical Officer Joe Roberts, MD. If the process goes smoothly and the candidate is deemed a good fit, a site visit is planned.
The process can take anywhere from six to 24 months, depending on the specialty, demand, and how soon an individual is able to relocate.
According to Wilson, some of the most positive aspects of our community and health system that appeal to potential providers is the friendliness of our teammates and community, as well as the team atmosphere. The partnership with UNC Health is also a positive for tentative candidates for recruitment.
“Close proximity to the beach is also a selling point, as well as the weather,” added Wilson.
Specialists are an important part of recruitment in order to maintain local access for patients. UNC Health Southeastern’s recruitment team has focused on key areas including orthopedics, obstetrics and gynecology, as well as general surgery to continue to support the health systems growing programs.
The health system’s orthopedics program has grown to include foot and hand specialists, as well as physicians who specialize in sports medicine and pain. The sports medicine program supports community sports, including the Lumberton Football Club, which provides soccer programming for youth of all ages. High school and college level athletes are also supported through the athletic trainer program with the Public School of Robeson County and, most recently, collaborating with Robeson Community College as their exclusive provider for sports medicine for their new baseball program and their upcoming softball program.
In late 2024, the health system unveiled a $32 million women’s health center on the medical center campus, which offers women and infants highly technical and robust facilities and services. The general surgery program is also expanding with recruitment of two bariatric surgeons to enhance the surgery practice.
“Specialists are some of the most challenging, but also rewarding parts of recruitment,” added Leonard. “Our team is proud of the high caliber physicians and supporting providers that have joined Southeastern’s panel of providers, as well as many who are now in the process of joining the local medical community.”
Recruiting this high number of specialists for Robeson County and surrounding community takes a collaborative approach that is a continuous process to maintain needed specialists at a certain level.
“The collaboration with other departments is something of which I am most proud,” said Wilson. “Anytime I reach out to any department with a request regarding a site visit for a candidate, everyone is more than willing to do their part to ensure a smooth visit. Our team at UNC Health Southeastern understands what it takes to recruit good providers, and it shows.”
Administration also understands the importance of recruitment, meeting with candidates during the site visits and assisting with any needed follow-up.
“All the small incremental work being done by more than 2,000 team members across our collective enterprises is what is propelling our improvements in quality metrics, employee satisfaction, fiscal status, and patient satisfaction,” added President and CEO Chris Ellington. “As a result of all these efforts and much more, our health system is more attractive than ever from a recruitment standpoint.”
Providers interested in opportunities with UNC Health Southeastern and UNC Physicians Network may contact Leonard at cindy.leonard@unchealth.unc.edu for more information on available opportunities. For an online provider directory for your community, visit unchealth.org/care-services/doctors and enter your location.
