26 June 2023
Digital campaign to recruit future resident doctors and nurses for Sant Joan de Déu Hospital
In 2023, we were asked to create a campaign to recruit future resident doctors and nurses for the Sant Joan de Déu Hospital in Barcelona (SJD), the leading healthcare centre for paediatric oncology in Europe.
We designed a digital communication strategy to: a) attract new resident doctors and nurses in different medical specialties; b) position SJD as a prestigious hospital specialised in paediatrics and maternal and child health, and; c) showcase the medical training on offer in a unique and appealing way. The conceptualisation process resulted in the campaign slogan: “Junts Construïm el Futur” (building the future together), which picked up on one of the centre’s strongest messages: that medical residents and SJD support each other in their growth, with the goal of offering better medical care and taking care of patients.
We wanted to talk about the future and the reasons why graduates should choose SJD for their medical residency, so we invited resident doctors and nurses to tell us about their experiences in a video that was shared on social media. In addition, we produced other multimedia resources, such as a video presentation of the centre, a short for TikTok and a poster to announce the Open Day. Ubik took care of the scripts, interviews and filming (with support from Let’s Film), in addition to organising a photo shoot for the campaign poster focusing on the actions of healthcare professionals.
SJD resident doctors and nurses are young people between 20 and 30 years old, so the priority platforms for the campaign were Instagram and TikTok, although we also carried out organic marketing on Twitter, Facebook, LinkedIn and YouTube to reach secondary audiences, including the people who trust SJD with their health.
We shared conversations between doctors and nurses and launched an Instagram live series, in which medical residents for each speciality shared their experiences in the hospital and answered questions from the public.
It has been exciting to work with channels like TikTok—the app is rarely used in scientific and health campaigns, but is often the best channel to connect with younger audiences. The challenge is to find a fresh and informal style, without losing out on content and while continuing to add to the SJD’s top position.
The results speak for themselves: we smashed all of our targets! And, more importantly for projects like this, it was a pleasure to work with the team at Sant Joan de Déu. Now, like the new medical residents, we are SJD forever!
