SITUATION

CHI Memorial in Chattanooga TN was competing with other hospitals for the limited supply of nurses in the market. Adding to the pressure, many nurses were expected to retire in the coming year making the situation even more dire. We were asked to develop a campaign that would quickly attract experienced nurses from outside markets. Getting nurses to change jobs is one thing, getting them to relocate hundreds of miles away requires a much more compelling case. Our campaign had to attract nurses who were not only a good fit for CHI Memorial but a good fit for Chattanooga’s lifestyle.

SOLUTION

To identify the nurses who would thrive personally and professionally, we interviewed people who best fit the persona – young, experienced nurses who had already relocated to work at CHI Memorial. These nurses were respected and valued at work, and were able to maintain a work life balance that allowed them to take full advantage of the active, outdoor lifestyle Chattanooga offers. We needed to create demand for Chattanooga as a destination for work and play, which led to the campaign, “Life, it’s more than a job.”

RESULTS

This campaign ran in markets as distant as Philadelphia, PA and Mobile, AL. In the first six months, the campaign garnered nearly 48,000 visits to the nurse recruitment landing page which led to the hiring of 175 experienced nurses. The campaign continues to run in different markets to fill ongoing nursing needs.