Match Woos Healthcare Workers

Match is set to break its first recruitment campaign targeting nurses and allied healthcare personnel on behalf of the Georgia Hospital Association.

The Atlanta agency’s television, radio and print effort represents the organization’s first multimedia campaign in its 73-year history. Media spending is undisclosed.

Three 30-second TV spots, di-rected at prospective healthcare workers between 18-49, will begin airing statewide in mid-September.

The print component is scheduled to appear in dailies including the Atlanta Journal-Constitution, Macon Telegraph and Savannah Morning News as well as college newspapers throughout Georgia.

The campaign, tagged “Healthcare. A career you can feel better about,” focuses on competitive pay, flexible hours, job security and, most importantly, the employee’s ability to make a dramatic difference in people’s lives.

“Jobs in the allied health field are fast paced and technology driven, but with a critical difference: these tech careers save lives,” said Kevin Boyle, director of public relations for the Atlanta-based hospital group.

Georgia, like most other states, is facing a critical shortage of qualified healthcare specialists. As a result, the industry has become, in effect, a seller’s market.

In one television spot, aimed at nurses and technicians already in the field, a surgeon standing alone in a medical theater prepares to operate. As the camera pulls back, a voiceover says, “Even the best educated, most highly skilled professional can’t work alone.”

Freelance copywriter Ted Nelson, who served as creative director on the campaign, said the commercial also underscores the point that “every person in an operating room is an important player.”

“EKG,” a second spot, shows an ex-treme close-up of a heart monitor in action. A deadpan voiceover drones over the machine’s rhythmic beats: “You know those jobs where you do the same thing day in and day out … ” The theme—that health technology offers variety as well as security—is driven home as the monitor’s pace begins to accelerate rapidly.

The third commercial depicts a team of nurses and aides throwing a surprise party for the patient in “Room 282.”

“The essence of healthcare,” said Nelson, “is to treat a patient as a person.”