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Challenge:
Support Services, Inc. (SSI) is a subsidiary of the Colorado Health and Hospital Association that partners with hospitals and businesses throughout Colorado and other states to offer specialized benefits administration services, conduct salary surveys, perform background checks, and provide insurance and retirement products, as well as consulting services. Working in partnership with more than 30 Colorado hospitals, SSI created a broad-based recruitment initiative entitled "Healthcare Colorado." By working in collaboration and pooling resources, participants of the initiative felt that they could achieve greater success in their healthcare recruitment efforts. For the initiative to be effective, SSI and participating hospitals required the expertise of an agency that could coordinate the effort and produce the necessary tools and materials in a creative and effective, yet cost-efficient manner. The challenge to provide a dynamic and cohesive campaign was undertaken by the NAS Denver office.
Solution:
The initiative began with a full-color hospital directory-the first of many coordinated marketing tools and activities. The 44-page directory includes a one page snapshot view of each participating hospital that provides information such as a hospital overview, community information, hospital services, healthcare opportunities, and special features/benefits. In addition to the hospital directory pages, the booklet includes lifestyle information about the different regions and cities in Colorado, and features striking color photos that capture the vitality and beauty of life in Colorado. The directory has been distributed at job fairs across the nation. Copies were also forwarded to 60 of the leading regional nursing schools. Other components that made this initiative a success include: a job fair display unit, a website, a video, a CD-ROM, e-cards for recent grads, e-cards for experienced RNs, newsletters for participating hospitals, a press release, name tags for recruitment events, and guidelines for participating hospital recruiters attending job fairs.
Results:
RNs familiar with the initiative, as well as other medical facilities, have been impressed with the materials and the spirit of cooperation generated by the sponsoring hospitals. They feel that working together in this collaborative manner, instead of competing against each other, has set a new standard of professionalism in the healthcare field. The hospitals are also enjoying the economic, as well as synergistic, rewards of reaching a much larger audience than they otherwise might.
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