Results - RightMinds

With a national nursing shortage driving demand for temporary employees, healthcare employment firms were experiencing tremendous growth. A group of nurses decided to enter the market at a time when it was becoming very crowded. To stand out, they needed a way to differentiate themselves from the competitors who were promising travel assignments in exotic locations with signing bonuses. They also needed an integrated campaign that generated nurse candidates and hospital clients simultaneously.

Solutions

Brand planning to determine proper positioning for market entry

Research to identify points of difference and competitive advantages

Print media plan to target nurses in select markets, domestically and internationally

Business-to-business campaign to target HR and nursing executives

Results

The messaging promised creature comforts rather than exotic locales and attracted more nurses than could initially be placed within the first three months

The company successfully attracted groups of Indonesian nurses to fill key positions with clients

The healthcare client list soon caught up with supply and the company became an established, profitable player within the first nine months of operation