Attract more GPs to apply for positions in the Scottish Highlands, reversing the increasing challenge of recruiting to rural and remote community posts. With input from more than 60 stakeholders, the campaign had to collate a multitude of messages in an engaging and impactful way and see immediate results.
Following an intensive discovery period of interviews and workshops with more than 60 stakeholders, we successfully planned and developed a three-pronged creative marketing campaign. Outdoor advertising saw huge billboards successfully catch the attention of urban GPs during their monotonous, traffic-ridden daily commute into work in busy North of England cities. Advertising and flyer drops in British Medical Journal and at medical events helped raise awareness. Video case studies profiled the stories of GPs who had moved to NHS Highland from abroad, supporting international recruitment. All this drove interest to a campaign microsite linking directly to job vacancy listings and carrying engaging region and career specific content.
