NCH Healthcare System is a progressive, not-for-profit, community owned healthcare system offering high quality care to the Naples, Florida community. They have received over 15 awards for quality in the past two years and are among the nation's top 5% for clinical excellence as recognized by Health Grades. Through expansion, the system will have over 750 beds within the next year.
Challenge
NCH Healthcare System has a unique approach to a compensation and benefits package. They offer a vast array of choices including flexible scheduling, housing and relocation subsidies, tuition reimbursement, childcare options and a wellness center. The choices are so vast that an employee or candidate may have found them hard to navigate. This diluted the client’s message. How could they communicate so many choices to their audience in a relevant and compelling manner?
Solution
The campaign allows the target audience to find what is most important to them through the advertising and other communications. The programs and benefits offered by NCH Healthcare System are communicated through a group of icons that allows the reader to focus easily on what is most important to them. From the broad introduction of "Oh the possibilities…" to the very personal "It's all about you", the campaign allows the audience to customize the offerings into a package that is just right for them. The campaign was introduced through a combination of print and online advertising driving all applicants to a web page that tracks the source of the response.
Results
Prior to the launch of the campaign, NCH averaged a monthly flow of 250 applicants. In the first month, the campaign resulted in an immediate increase to 850 applicants and the response has remained high in subsequent months.
