County to rethink physician recruitment strategy as doctor shortage persists

Casandra Turnbull

Managing Editor

Despite investing in physician recruitment over the past three years, the County of Brant continues to face a growing shortage of family doctors, prompting staff to recommend a fresh approach focused on stronger regional partnerships and updated recruitment strategies.

A report presented to the County of Brant's Administration and Operations Committee on July 21 found the municipality's current physician recruitment program has had "limited impact" as demand for primary care continues to outpace available physicians. Staff are now seeking council's direction to explore changes before returning with recommendations at a future meeting. 

The report notes approximately 5,355 County residents, about 12 per cent of the population, are currently without a primary care provider. 

Based on average patient rosters, staff estimate the county needs an additional three to four family physicians just to meet existing demand, with population growth and upcoming physician retirements expected to widen the gap further. 

Council first established its Physician Recruitment Program in 2023 before updating the strategy in 2024 to include a fee-for-placement recruitment firm, financial incentives and marketing initiatives aimed at attracting new physicians.

However, the report concludes those efforts have produced limited results.

Over the past two years, the program recruited one new physician, who left the County after 18 months, while interest from approximately four other physicians failed to result in confirmed placements. During that same period, one retiring physician was replaced independently through personal professional networks rather than through the County's recruitment program. 

Coun. John Bell acknowledged the program's challenges but pointed out it still produced a positive outcome.

"We did have success in finding one new physician who unfortunately decided to move her practice elsewhere. But her patients went with her," Bell said. "So the investment we made in supporting that physician has actually paid off because we still have 1000 more people who have a doctor who didn't have one before."

Bell added that recruiting more physicians remains critical.

"But the underlying problem has not gone away. In the health hub, we have three spaces available for additional family physicians but I think you calculated in the report that we need four or five. So this is work that is important and I'm supportive of continuing the work."

He also encouraged staff to strengthen relationships with regional healthcare partners.

The report reflects broader changes underway in Ontario's healthcare system.

The province has shifted its focus toward team-based primary care, investing billions of dollars to connect all Ontarians with primary care providers by 2029. Rather than relying solely on family physicians, the model emphasizes teams that include nurse practitioners and other allied health professionals. The report also notes the Brant-Brantford-Norfolk Ontario Health Team currently has one of the lowest rates of attachment to team-based primary care in southwestern Ontario, with only about 18 per cent of residents connected to those services. 

Coun. Robert Chambers questioned whether the County should consider a more direct role in healthcare delivery.

"Some municipalities some cities are hiring doctors as municipal employees and they work in their health hubs as employees of the municipality.

 Is that something we are looking at?" he asked.

Project Manager of Corporate Initiatives Jenna van Klaveren said the idea is one staff intend to investigate.

Coun. Jennifer Kyle wanted to know why physicians who express interest ultimately decide not to establish practices in Brant.

Van Klaveren said discussions with recruitment partners have identified several recurring challenges.

Van Klaveren said discussions with recruitment partners, including PrimaCare and CanAm Physician Recruiting, indicate there is no shortage of interest from prospective physicians. 

However, Brant is competing in a highly competitive recruitment market, where financial considerations, physician support and better promotion of the County as an attractive place to live and work all play significant roles in successfully attracting candidates.

The report similarly identifies a highly competitive recruitment environment, stronger regional coordination and enhanced marketing as key opportunities for improvement. It recommends maintaining current financial incentives while improving oversight of recruitment efforts, expanding collaboration with the Brant-Brantford-Norfolk Ontario Health Team and strengthening promotional efforts highlighting both the County's lifestyle and available supports. 

General Manager of Strategic Initiatives Adam Crozier said the County has already begun discussions with regional healthcare partners as the provincial model evolves.

"I did want to note that the mayor and I did meet with the Brant-Brantford Norfolk Ontario Health Team back in early fall last year to explore what their plans are as the province does seem to have shifted to a primary care model not a primary care physician model."

He added, "Looking at a regional approach is still quite new to us."

Committee members received the report for information and directed staff to continue exploring enhancements to the physician recruitment program before returning to council with recommendations.