A Passionate Point of View on Care
Driving Statewide Healthcare Recruitment with Localized Messaging
results first
300+
Community Health Centers statewide represented
8.3M
impressions
75,522
clicks
to the website
92%
of website visitors were unique visitors
In their words
The Challenge
Faced with industry-wide shortages of healthcare workers, including frontline staff and primary care professionals, PA Primary Care Career Center required a distinct recruitment campaign that would add value to its membership of more than 300 Community Health Centers (CHCs) across the state of PA and support immediate market needs in delivering quality accessible care in urban and rural communities.
The solution
We create a cohesive, robust marketing campaign that created a unified voice for CHCs statewide, while being flexible enough to allow individual CHC’s to use campaign assets locally with their own branding
our approach included
Supported by a persona strategy, and developed upon clear market research to guide the creation of campaign strategies, GAVIN crafted a robust omni-channel campaign to be implemented statewide with a unified voice.
HIGH-PERFORMING CTR BY PLATFORM
60%
HIGHER CTR
than the industry average of 3.27% on Google Search
53%
HIGHER CTR
than the industry average of 3.27% on Google Search
47%
HIGHER CTR
than the industry average of 3.27% on Google Search
The Execution
Campaign Development
Campaign assets were developed to support rural, urban and varying geographic social norms unique to each member’s local. Messaging focused on the unique story of compassion-driven work through the lens of CHC teams providing for undeserved communities along with the mutual respect that their employers demonstrate in executing a unified mission of advancing community health
Unique Messages and Assets
From a receptionist to facilities manager, a community health worker, dentist, or primary care provider.
Recruitment Site
A centralized recruitment site was developed to support a statewide point of engagement for application to any of the CHCs openings, while individualized campaign resource kits were provided for expanded implementation in local markets.
Statewide Impact CHC Campaign Translations
Statewide Impact CHC Campaign Translations Over 300 CHCs throughout Pennsylvania were provided access to templated materials as well as GAVIN hosted trainings to support in the implementation of the campaign within their communities. Several CHCs chose to hire GAVIN for the execution of the Earn a Living Where Your Heart Is campaign.
