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Challenge:
In a joint venture, Advanced Healthcare, Froedtert Hospital, and the Medical College of Wisconsin were in the process of creating a brand-new, state-of-the-art Ambulatory Surgery Center. To ensure that the Center would be able to open its doors in the Spring of 2005, an extensive and effective recruitment effort needed to be launched ASAP. Staffing requirements included Operating Room RNs, PACU RNs, Surgical Technicians, and Anesthesia Technicians. The recruitment campaign also needed to create a sense of excitement and anticipation, not only about the Center's grand opening, but also about the excellent career opportunities that would soon be available.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Froedtert Ambulatory Surgery Center's situation. NAS tackled the challenge by creating a fresh, fun multimedia campaign that included direct mail postcards, a flyer, newspaper ads (including a hiring event ad), and a flash banner. Lights! Camera! Action! usually relates to the start of a new movie production, but also related very well to the launch of the new Ambulatory Surgery Center. The lights, in this case, were the overhead lights of an Operating Room. The Camera was the head-mounted camera that the surgeon was wearing. Of course, the action was the surgical procedure itself.
Results:
Both the campaign and hiring event were highly successful, leading to full staffing of the new Surgery Center and its on-schedule opening. In addition, the HR team spearheading the recruitment effort received special recognition from their employer for doing such a great job.
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