Martin Memorial Health Systems based in Stuart, Florida, is comprised of two hospitals, three MediCenters, and numerous centers and clinics. The system is a not-for-profit, community-based healthcare organization that offers preventative, primary and acute hospital care, as well as cancer care, wellness and rehabilitation services, and much more. The two hospitals have 344 hospital beds with almost 400 doctors and more than 2,600 employees.
Challenge
Martin Memorial Health Systems is comprised of two hospitals with a total of 344 beds and numerous centers and clinics in the fast growing Stuart/St. Lucie area on Florida's Treasure Coast. MMHS shares the challenge of recruiting qualified RNs with all other healthcare institutions. Compounding the issue is the location of MMHS in east central Florida, a relatively smaller market with a smaller pool of available nurses. Therefore, in addition to reaching the local market, MMHS must actively recruit RNs from outside of the local area.
Solution
CKR Interactive began with research. The project included an analysis of migration trends to determine which target markets would be most productive. We found that in-state migration to Florida was now outpacing migration from the traditional markets in the northeast. Families and professionals were moving out of the heavily populated areas in Miami and Ft. Lauderdale and into the Martin County area which offered a lifestyle with a slower pace. Next, CKR Interactive conducted target audience research to determine how best to position MMHS. We began with internal focus groups and determined that one of the factors that led to employee satisfaction was that MMHS was a not-for-profit healthcare system and the RNs felt that more dollars were available for staffing and equipment. In fact, MMHS did have lower nurse-to-patient ratios and used the latest technology. A survey of RNs in the market confirmed that these attributes were important to them when they made decisions about healthcare employers. The "I Love My Job" campaign was developed to leverage the strengths of MMHS. The message was one that resonated within the company and with prospective candidates as well. It is a bold statement that not every employer can make. The Open House media mix included: email marketing, Internet banner advertising, direct mail postcards, print advertising, and employee referral tie-ins.
Results
The Open House event has been successful for the past two years and is held in the fall before the busy winter season in Florida, which requires more staff. Each year over 150 RNs attend or called in, with the split being approximately 50/50. The campaign has resulted in high-quality candidates with several immediate hires each year, and others throughout the year, as candidates from outside of the local market complete their relocation. The event was also held as a virtual open house. The "I Love My Job" campaign has evolved to work in the online environment which requires minimal offline support.
