When I recently caught up with Heather Pearce, CEO of Thrive Medical in Broken Hill, eight months after implementing the Attract Connect Stay (ACS) framework, the transformation was remarkable.
Their journey from relying on medical locums to establishing a sustainable medical practice offers valuable insights for rural healthcare providers facing similar challenges.
Breaking Through the Rural Recruitment Barrier
Like many rural healthcare providers, Thrive Medical faced significant challenges in attracting and retaining qualified medical professionals. After experiencing the limitations and costs of depending on locum arrangements, they decided to take a strategic approach by implementing the ACS framework. Their initial goal was ambitious but clear: recruit permanent GPs who would be based in Broken Hill and willing to supervise registrars.
From Challenge to Opportunity
The practice has achieved remarkable success, securing two permanent doctors. Dr Aliza Lord, who works three days per week, and Dr Victoria Bradley, who drives in and drives out (DIDO) to work one week per month, have both joined the permanent medical team. Just as significantly, Thrive Medical has recently gained accreditation from the Royal Australian College of General Practitioners (RACGP) to supervise registrars, with both Dr Aliza and Dr Victoria serving as on-site supervisors. This achievement opens up exciting possibilities for the practice’s future growth and sustainability.
Financial Sustainability Through Strategic Changes
One of the most significant outcomes has been the practice’s transition to a private billing model, a change that Dr Aliza advocated for. This strategic shift led to Thrive Medical breaking even financially in their medical services for the first time in December. The practice structured their compensation model innovatively, offering doctors either 80% of billings or a guaranteed rate of $250 per hour, whichever is higher, providing both security and incentive for performance.
Building a Stable Team
The transformation extended beyond medical staffing. The practice strengthened its Executive team with key appointments:
– A marketing officer bringing valuable experience from working in real estate
– A new imaging services manager and a senior admin clerk providing crucial support
– A stable allied health team with a manager
– A care service manager with a nursing and legal background overseeing NDIS operations
Embracing Innovation for Sustainable Growth
Thrive Medical’s success has been driven by a commitment to innovation, not just in recruitment but across its entire operations. By adopting forward-thinking strategies, the practice has moved beyond traditional rural workforce models to create a more sustainable and attractive work environment.
Having an innovative approach has allowed Thrive Medical to build a resilient, future-focused healthcare model that addresses rural workforce shortages while ensuring high-quality patient care.
Overcoming Implementation Challenges
The journey wasn’t without its challenges, it takes time. As Heather candidly shared, “For impatient people like me, that’s the hardest bit about recruitment.” The process required:
– Developing comprehensive job descriptions and advertisements
– Creating an attractive employer value proposition
– Enhancing their digital presence and marketing
– Building and maintaining healthcare industry and community connections
– Having patience while waiting for the right candidates
The Power of Comprehensive Approach
Success came from addressing multiple aspects simultaneously:
1. Strategic Recruitment: Developing detailed ideal candidate profiles and targeted job advertisements
2. Strengthening Local networks: Strengthening connections with local healthcare networks
3. Professional Development: Setting up as a training site for medical registrars
4. Financial Sustainability: Implementing a viable business model for the medical service
5. Marketing Presence: Maintaining active social media and professional website content
Recognition of Excellence: A Testament to Hard Work
The transformation at Thrive Medical has not gone unnoticed, with the practice named a finalist in five prestigious award categories:
- Allied Health Awards – Leadership Excellence
- Allied Health Awards – Rural and Remote Excellence
- National Rural and Remote Health Awards – Rural/Remote Health Employer of the Year
- Far West Business Awards – Excellence in Business
- Far West Business Awards – Employer of Choice
These recognitions reflect the dedication, strategic vision, and perseverance of Thrive Medical’s leadership team and staff. They highlight the organisation’s role as a leader in rural healthcare workforce development and its commitment to creating a thriving, sustainable medical practice in Broken Hill.
Lessons for Rural Healthcare Providers
1. Patience is Essential: Building a sustainable workforce takes time. As we discussed in our catch-up, what seems like a long process is actually the normal timeframe for establishing strong foundations.
2. Investment in Infrastructure: Having systems and processes in place means you’re ready when the right candidates come along. As Heather noted, “You need to have all those things in place so when you actually do have the right person, you’re ready to go.”
3. Holistic Approach: Success comes from addressing multiple aspects simultaneously – from clear and comprehensive job descriptions, identified and costed incentives, strong advertising, to support for new hires from out of area with community integration.
4. Cultural Shift: The changes at Thrive Medical weren’t just about hiring – they represented a strategic shift in how the organisation approaches workforce development and sustainability.
Looking to Transform Your Rural Healthcare Workforce?
The Attract Connect Stay Launchpad program offers rural-based service providers, especially healthcare and social care organisations the tools and support needed to implement these proven strategies. Through the program, you’ll gain access to:
– An evidence-based Framework for developing effective recruitment strategies
– Templates for job descriptions and advertisements
– Guidance on building community connections
– Support in creating a sustainable skilled professional workforce model
– A network of peers facing similar challenges
Ready to Start Your Journey?
If Thrive Medical’s story resonates with your rural-based organisation’s challenges, consider joining our next ACS Launchpad program with Dr Cosgrave or the DIY model. The program helps you implement proven strategies while avoiding common pitfalls in rural healthcare recruitment.
Want to learn more about how the Attract Connect Stay framework could benefit your organisation? Contact us to discuss how we can help you build a sustainable workforce strategy for your rural healthcare service.
