As more and more hospitals are competing for fewer and fewer physicians, hippo has been increasingly helping clients ramp up their recruiting efforts. One of the insights we’ve gleaned from talking with doctors is that the community in which they’ll live is just as important as the facility in which they’ll work, especially if they have families. So when Arkansas Children’s Hospital asked for our help in designing a new recruitment kit, we focused on highlighting the rich lifestyle options – from natural resources to schools and neighborhoods – that the Little Rock area offers.
work >>> Direct Mail
As the largest healthcare system in Central Illinois, OSF HealthCare is constantly bringing new practices, physician groups and clinics into the fold. Communication is key in these acquisitions. To help OSF announce their acquisition of Carle Clinic in Bloomington, hippo created a small, quick campaign to assure current Carle Clinic patients that the change wouldn’t disrupt the quality of care they were accustomed to and would, in fact, actually enhance it. The campaign involved two phases. The first phase simply announced the new name. A second push informed patients that their current old Carle Clinic doctors were now backed by OSF’s network of healthcare experts. Tactics included direct mail, print, outdoor, radio and cinema placements.
When OSF Saint Francis Medical Center approached us about a new mammography campaign, their Center for Breast Health was in the throes of a year-to-year decline in inquiries. Phone calls were decreasing, as were screening appointments.
Research told us that for most women, the largest hurdle was time, which sort of ran counter to conventional approaches that used fear to motivate women. Our message was simple but commanding: “Make The Time.” We reminded them that most screenings took only ten minutes. A single phone number was provided to make scheduling easy. We even included a friend card in the direct mail piece to suggest that they schedule their screening with a friend or family member.
Budget was limited, so we suggested a 2-drop targeted direct mail effort and some outdoor to reach the masses.
Results were almost immediate. Within the first three weeks, OSF reported a 25% increase in screening appointments and a 19% increase in call volume over the previous year. That success prompted other OSF facilities to pick up the campaign, helping them save dollars in creative development and consolidate an overall OSF brand among different hospitals/markets.
It’s no secret that more and more healthcare systems are facing a looming shortage of new physicians. The reasons are many…and complex. Nonetheless, the burden of attracting a shrinking pool of physicians is becoming an increasing threat to more hospitals.
Children’s Hospital of Illinois understands the problem well. Although a nationally respected children’s hospital, they were finding it difficult to attract top-notch doctors to Peoria, Illinois. The problem, it seemed, was recruits’ perception of the area. CHOI asked us to help clear up some of those perceptions.
What we came up with was a leather-bound “travel journal” that introduced new doctors not only to the hospital, but to the community in which they would live. The journal gives them an “insider’s” tour of the area’s surprisingly vibrant arts scene, recreational opportunities and local neighborhoods.
After just nine months, the recruiting book helped Children’s Hospital exceed their annual physician-hiring goal by nearly 100% percent.
A life outside of work. There’s a novel idea. But for more and more nurses, balancing demanding, chaotic work schedules with a personal life has become an increasing concern. To help OSF Saint Francis recruit new nurses – and lure back into practice nurses who have left their careers – we put together a targeted two-drop direct mail effort that promoted their Registry Nurse program. The program offers flexible schedules to nurses who are looking for a balance between a career and a personal life.