Alaska Physicians - Online Physician Recruitment

Overview

In 2009, AlaskaPhysicians.net was job listings side-project by a recruiter for Banner Health in rural Alaska. The client knew that there was much more opportunity in branching out and try to drive physicians to the site. With a major print campaign coming in ESPN Magazine, they reached out to MedTouch looking for a website that would draw talented physicians to come to the state.

The Solution

• Emphasize lifestyle and Alaska as a destination: Promote the “wild” side of Alaska
• Address the sense of adventure and calling of physicians
• Show personality and build mystique using high-quality visuals and clever taglines
• Connect on an emotional level: Let doctors living in the state tell their story through video and text testimonials
• Address felt needs through supporting content, especially the process
• Develop a following using Twitter (since the main recruiter is out travelling all the time)

The Results

• Stellar branding, appeals to adventuresome doctors, those most likely to live in Alaska
• Concept that translates to print, email, and other media: “After this, golf seems pretty boring.”
• Immersive experience through multimedia content including slideshow, photo albums, video and twitter streams