Case Study

NHS Kent and Medway

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Highlights

1
Conducted thorough research and insights into the local area and the people who live, work, and care about healthcare in Kent and Medway.
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Developed a bold, eye-catching creative recruitment campaign that turned heads among GPs. It encouraged GPs to reflect on the reasons they got into healthcare in the first place and showed them that Kent & Medway NHS Trust shared exactly their philosophy. We emphasised the impact that could be made, showcasing Kent and Medway as an exciting place to live and work.
3
Created a dedicated microsite that consolidated all of the associated campaign information and made it as easy as possible for candidates to make an informed decision to apply.

NHS Kent & Medway Challenges

In an overcrowded GP recruitment market, NHS Kent and Medway needed an attraction campaign that set them apart from the crowd.

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Recruiting GPs is tough wherever you go. With a nationwide shortage of healthcare staff, and almost identical selling points across all NHS healthcare providers, hospitals up and down the country are competing for the same talent. Kent and Medway needed to carve themselves a compelling spot in a crowded marketplace.
2
Coastal communities have complex healthcare needs, meaning that recruiting in these areas is even more challenging. To encourage GPs into the area, we needed to position Kent and Medway as an exciting place to live and work
3
Kent and Medway agreed to fund financial incentives to initially attract GPs to the area (£15,000 to be paid over 12 months), but they recognised that these alone wouldn’t be enough to retain new recruits long term. Our research identified culture, progression, and work-life balance as key drivers for GPs, and so Kent and Medway needed to bring these elements to life in their offer.

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Solution

How we collaborated

1
Our Client Services Team worked incredibly closely with Kent and Medway to make sure they felt part of the creative process and that it felt like a collaborative project. We held meetings at every stage of the journey to ensure their needs were addressed and the campaign felt like something that belonged to them.
2
Our Employer Brand and Insights Team conducted research in partnership with Kent and Medway to better understand the voices, challenges, and lived experiences of the diverse professionals who work there.
3
Our Creative Team developed a selection of possible routes for Kent and Medway to choose from. Based on the insights gathered from the research stage, the creative concepts were designed, tailored, and concepted exclusively for Kent and Medway to ensure they had a unique attraction campaign that stood them apart from the crowd.

What we delivered

An interactive webinar that allowed potential candidates to learn more about what it’s like to live and work in Kent and Medway. The webinar closed with a live Q&A where candidates could ask questions and interact with GPs.

NHS Kent & Medway - An older women smiling at a younger woman

A two-fold national brand awareness raising and attraction campaign that focused on both the professional setting in which the GPs would be based, and the wider lifestyle considerations of moving to Kent.

NHS Kent & Medway - Smartly dressed man with headset on and glasses smiling

A creative concept based on the insight research conducted in the early stages of the project. The chosen route – ‘Your First Reason’ – took candidates back to the original they chose a career in medicine. It asked to reflect on what kept them going through the long days and sleepless nights, what gave them hope in times of incredible pressure, and helped them stick with a career many others would have walked away from? We asked candidates to reflect on their career so far, and what they wanted their career to look like going forward.

NHS Kent & Medway - 2 women looking at a sheet of paper

The creative concept highlighted impact, career development, belonging, and support. It showcased the benefits of a career with NHS Kent and Medway, and positioned Kent as an attractive, exciting place to live and work. We produced a suite of assets based around this concept for them to use across all of their recruitment channels – both online and in person.
We created a campaign microsite that brought together all of the key campaign messages in one consolidated platform. It included a Register Your Interest option, allowing us to track registrations to the webinar.