Case Studies: Recruiting Employees In Healthcare
After reviewing credible sources, we have discovered three different case studies of successful marketing campaigns by hospitals that were aimed at recruiting healthcare employees such as doctors and nurses. They include 1) "Sixty Nurses In 60 Days" by Midland Memorial Hospital, 2) "Your Next Step" by the University of Virginia Health System, and 3) "Inova: Join the Future of Health" by Inova Health System. With the exception of Midland Memorial Hospital, the hospitals employed marketing firms such as Good Soil and Smith Gifford to develop and implement successful campaigns to attract employees.
SUCCESSFUL MARKETING CAMPAIGNS BY HOSPITALS AIMED AT RECRUITING HEALTHCARE EMPLOYEES
1) SIXTY NURSES IN 60 DAYS
Midland Memorial Hospital directed an enthusiastic and specialized campaign to secure approximately 60 nurses in a span of 60 days. The hospital, which is located in Midland, Texas, conducted this campaign without the assistance of a recruitment agency. The idea came about after an unsuccessful campaign involving a recruiting firm resulted in the hiring of only five nurses. Midland Memorial Hospital spent around $100,000 on that particular venture, and just three of the nurses remained at the hospital after one year.
Midland Memorial Hospital's campaign attracted a significant amount of attention by drawing the concentration of the local media. The hospital exceeded its original intention of recruiting 60 nurses after the 60 days passed. A total of 67 nurses were appointed.
WHY IT WORKED
The campaign was successful because of its main concept, which involved presenting the impression and message of providing "a home to potential employees." Midland Memorial Hospital assumed that utilizing radio and television would help them to capture the attention of more individuals. Additionally, the hospital administered a broadcast that reached outside communities.
- The primary message of the campaign was "Midland Memorial, your home for healthcare."
- Here is an example of content on its mass media featuring actual Midland employees.
2) YOUR NEXT STEP
The University of Virginia Health System hired a marketing agency, Good Soil, to develop a recruitment campaign. The purpose of the campaign was to attract competent perioperative, acute and critical pharmacists and nurses. According to the project page of the Good Soil Agency's website, the University of Virginia Health System was in severe need of experienced and qualified individuals that meet this specific criteria.
The campaign resulted in the hiring of over 160 brand-new registered nurses. This figure represented a 12% improvement over the UVA Health System's target figure.
WHY IT WORKED
The campaign utilized content that highlighted the UVA Health System's internal nurse referral incentive program. It also aimed to strengthen both the impact and reach of the UVA Health System's existing regional marketing efforts to a national level. The campaign highlighted the hospital's, as well as the city of Charlottesville's, most prominent recognitions including:
- U.S. News & World Reports 2014-2015 "Best Hospitals"
- "America's Happiest City" (the U.S. Bureau of Economic Research)
The main message of the campaign was marketing the UVA Health System as "the best combination of career opportunity and quality of life in the nation."
3) INOVA: JOIN THE FUTURE OF HEALTH
Inova Health System employed the services of SmithGifford to help them administer a general campaign for brand awareness. Its need for the campaign arose after the hospital had expanded rapidly into 70 individual entities within the region of Northern Virginia. However, the Inova Health System did not resemble or operate as a single brand and needed unification.
The campaign attracted a significant amount of attention and improved the recruitment of leading doctors. It also boosted donations to the foundation.
WHY IT WORKED
The campaign was successful because it positioned "Inova Health System as a nationally ranked leader" at the forefront of medicine by providing excellent healthcare that is personalized.
- Brand Essence Video
- Revised Logo
- Advertising Templates
- 40-Page Brand Style Guide
- Direct Mail