Branding with Physician Recruitment Campaigns

Recently we developed a physician recruitment campaign for Floyd Medical Center in Rome, Georgia. As with any campaign, we begin with the brand: what is the essential and timeless promise we can share with our audience? Brands are born from the inside out and are reinforced by the actions of people, which is especially true for service organizations like hospitals.

Our approach included a direct mail piece using a size/shape guaranteed to stand out and engage our prospective physician audience, along with a custom website to drive interested prospects.

Response has been tremendous. Now Floyd is carrying out the campaign for other positions, including nursing and tech staff.

But slick direct mail and websites aren’t guarantees to achieving success, especially in recruitment, when organizations don’t define success by getting “warm bodies” in the door — but rather, employees who are engaged, exemplify the organization’s core values and will be around for the long haul.

Making those connections with the right kind of prospect comes down to knowing the brand essence and communicating it effectively.

Sample images from the direct mail piece are below, along with the home page of the custom website, which you can visit by clicking here.