Recruiting healthcare professionals to join the military is a major challenge for all U.S. armed forces branches. During the month of April, the Navy is addressing the challenge head on by executing an integrated marketing blitz in Chicago, Los Angeles, New York, and San Diego, designed to resonate with early career physicians, nurses, and dentists, aged 26-32, who are eager to focus solely on patient care, without the administrative challenges that often characterize civilian medical careers.
Developed by Navy Recruiting Command and its agency partners VML and WPP Media, the campaign utilizes unconventional, highly technical language that only medical professionals comprehend to demonstrate the Navy’s understanding of the professional and personal aspirations of this audience.
Other campaign elements, including a YouTube series called “Medicine Unscripted,” which features current Navy healthcare professionals sharing, in their own words, the benefits of a Navy career with their civilian counterparts, emphasizing how the Navy provides autonomy, work-life balance, and a way to answer the higher call to help others, without all the obstacles.
The campaign is being delivered primarily via geotargeted, digital out-of-home messaging in grocery stores, gyms, and other high-traffic locations near the major healthcare districts and medical facilities in the four priority markets, as well as via targeted connected TV, online video, paid social media and paid search, and through affiliate and jobsite partnerships.
“Our nation depends on highly skilled healthcare professionals, and the Navy offers a unique opportunity to practice medicine with purpose,” said Rear Adm. James Waters, Commander, Navy Recruiting Command. “This campaign reflects our commitment to meeting medical professionals where they are —highlighting a career that allows them to focus on patient care, grow as leaders, and serve something greater than themselves.”
“As the U.S. continues to face a significant shortage of healthcare professionals, it is important to highlight the rewarding experience of serving on the world’s greatest team while caring for the most deserving beneficiaries in the world — the men and women who wear and have worn the cloth of our nation and the families who support them.” said Rear Admiral Rick Freedman, acting Navy Surgeon General. “It is truly an honor to provide care to our Navy and Marine Corps forces and their families, whether at military treatment facilities or operational platforms around the world, directly impacting in the readiness of our forces while protecting our Nation and our way of life.”
“In the Navy, medicine makes the mission,” explained Megan Sousoulas, VML Creative Director. “The essential services that Navy health care professionals provide to Sailors around the world keep Naval operations at peak performance. By speaking in the specialized language that health care professionals understand, the Navy is engaging with this niche audience on their level and showing the impact a doctor, nurse, or dentist can have on a Sailor’s life, as well as the personal and professional benefits a Navy health care career provides.”
