Provider Solutions & Development (PS&D)
2024 annual campaign: Concepts & ads
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Getting PS&D’s name out there with a powerful campaign concept.
Provider Solutions & Development is a healthcare recruiting organization affiliated with Providence and purpose-built to help doctors, nurses, and providers of all specialities find jobs that fit their professional and personal goals.
Working with a designer, I led the development of four creative concepts for their annual 2024 campaign, each designed to increase PS&D brand recognition and fill a pipeline of qualified candidates for placement.
Building the strategy groundwork
With emotional appeal and specialty-flexible messaging as the two main client asks, I looked closely at the healthcare recruiting space (competition, key messages, audience dynamics like burnout and generational divides, etc.), analyzed the PS&D brand in its own words, and identified four conceptual ways in to annual campaign creative. Each one offers a unique starting point to communicate the larger purpose and many benefits of a partnership with PS&D.
The four creative expressions
Ad units & landing page
While the client selected campaign concept #3 (partnership in career), they wanted to test language from multiple concepts. The first wave of the campaign targeted Family Medicine practitioners. In contrast with our advertising copy, the client requested expanded landing page copy, written to communicate PS&D’s understanding of audience concerns (sense of going-it-alone / the job search grind) and self-image (pride in work / care for patients).
The campaign is currently in market.
Enablement tools
Following campaign advertising production, we turned to the all-important recruiting and partnership extensions: pieces like brochures, leave-behinds, and data insights content. Take this recruiter->employer outreach tool. My client started with a great sense of information they’d like to share, but needed help framing it in a compelling, audience-centric way. For example, their headline suggestion (and consequently positioning of the document) was “Recruitment benchmarking overview.” Using their data and sourcing my own, I rethought the piece in terms of provider organizations biggest challenges: understanding their hiring market, navigating changing industry averages/standards, and sourcing & retaining great talent. The result led to an informative asset that positions PS&D as an expert partner and industry player.