Think Again Media
Creative + Digital
The National Health Service Corps
A STORY OF HEROES – National Health Service Corps (NHSC)
Storytelling About Your Mission and Your People
The Challenge
NHSC needed to recruit more primary care professionals to apply for openings at a nationwide network of member clinics that offered NHSC Loan Repayment and NHSC Scholarship support. But NHSC needed to increase the quality of the applicant pool and draw candidates motivated primarily by the practice opportunities and not money alone.
Think Again Media short-listed and pre-interviewed candidates around the country to develop a production plan that met the ideal profile based on discipline, geography, ethnicity, and population served and handled a 7-location nationwide shoot.
The Approach
- Intertwined multiple short stories focusing on each discipline within the spectrum of primary care professionals recruited by NHSC.
- Used a day-in-the-life creative strategy that follows the clinicians in their environment to showcase the various positive aspects of career and lifestyle NHSC clinicians enjoy.
The Results
- NHSC increased both the quantity and quality of program applicants over four years, using video as a centerpiece of prospect and member communications:
- 30-minute documentary DVD
- 6 web clips for use on NHSC site
- 3 short videos for new NHSC member clinics and newly awarded loan repayment and scholarship recipients.
- NHSC’s nationwide network of campus Ambassadors use the films for information and recruitment sessions; NHSC leadership and spokespeople incorporate clips into presentations.
- Project yielded a digital library of footage to produce additional communications and education films at incremental cost for specific program needs and opportunities not originally envisioned.
- Long shelf life: content was the basis for NHSC’s first social media efforts beginning in 2009 and continues to be featured front-and-center on YouTube and on the new NHSC website launched in 2011.
