Campaign Spotlight: Recruiting Physicians with Photography

Marketers at Geisinger Health System wanted to create a memorable take-away to give to physician candidates, and they wanted something just a little more engaging than a coffee mug. So the Danville, PA, health system teamed with Wilmington, DE, agency Aloysius Butler & Clark to create a coffee table book filled with photography that highlights the organization’s emphasis on first-class medicine and physician work/life balance.

“To recruit to rural northeastern Pennsylvania we wanted to emphasize our theme of clinical excellence and outstanding quality of life,” says Cathy Connolley, associate vice president of marketing. “We have physicians or candidates that were in serious talks with and we wanted a higher-end piece to give them that was very compelling and left them with a feeling of excellence.”

Marketers started giving the book to physician candidates who visited the organization last year. Connolley says it has a shelf life of about three years before they have to redesign it or create something new.

Read more about Geisinger’s recruitment photography book here.