Marketing a foreign nurse recruitment program to U.S.
Hospitals during the “post 9-11” period of
immigration and socioeconomic transformation.
Challenge: Total Care Staffing Services, LLC required a fully integrated marketing and communications campaign to support the launch and growth of their new
Permanent Nurse Placement program for U.S. hospitals. This campaign was
implemented during a period of great social controversy and political upheaval
related to widespread hospital workforce shortages coupled with immigration and
domestic terrorism issues that emerged in response to the tragic events of 9-11.
Prior to engagement TCSS had established working relationships with approximately
5 hospitals. Company sales growth depended entirely upon the charisma of the CEO
and a handful of independent sales consultants that were using contractual
documents as sales tools to make presentations to C-level hospital executives.
Solution: Alexander Creative Consulting developed a complete Marketing & Communications strategy and managed the development of several initiatives
including a Corporate Positioning, Branding, complete overhaul of the Total Care Web
site, Internet marketing including Search Engine Optimization, Electronic and Print
Media Sales Tools, Trade Show Coordination, an Online Media Profile, and industry-
specific targeted Public Relations. All programs and tools were rolled out to the sales
team at the first annual national meeting and then ACC functioned as the national
sales manager to implement the tools and facilitate the sales process.
Deliverables: As a key component of the Total Care marketing team, ACC provided strategic and technical advice for all aspects of the Total Care launch. The first
priority was to conduct basic market research and competitive analysis related to
current trends in hospital nursing recruitment. Corporate positioning statements
were then crafted to meet the projected market needs uncovered in the research
project. ACC executives worked closely with hand-picked and client-chosen vendors.
For example the copywriter, (a highly skilled Seattle, WA based professional), was
chosen by ACC but the Web developer, (physically located in Manila, The Philippines),
was selected by the client prior to ACC’s engagement. This scenario required diligent
communications, (sometimes into the wee hours of the morning due to the variance
in time zones), but nonetheless was completed within budget and ahead of schedule.
The TCSS executive team was so pleased with their new web presence,
(www.totalnurses4us.com), that a plan was hatched immediately to link the
corporate website to the operations intranet/production database. This password
protected interface allowed hospital clients and operations personnel in all parts of
the world to simultaneously view or update detailed status / tracking reports related
to the movement of nurses through the education and immigration pipeline. Sales
and recruitment oriented collateral materials were developed to carry the same TCSS
branded messages, images and corporate philosophies. These tools included the
following: Tradeshow exhibit/marketing display board, PowerPoint sales presentation,
presentation folders, large brochures for presentations, small “mailer” sized tri-fold
brochures, large recruitment brochures for international nurses, promotional item
executive pens, 8-minute streaming video posted to website and also on branded
CD-ROM + case. In addition to rolling out these tools with the sales team the
corporate executives used these materials and tools at national and regional
tradeshows to facilitate brand awareness, promote product differentiation, and to
generate sales leads in 3 key market sub-segments: Hospital CEO’s (American
College of Healthcare Executives + Texas Hospital Association), CNO’s (American
Association of Nurse Executives), Human Resource Directors, (National Association of
Healthcare Recruiters). Finally, media and public relations campaigns were launched
to complement the sales activity. Creative was developed and print advertising was
placed in the journal publications associated with tradeshows/professional
organizations noted above. The PR campaign focused on the developing
opportunities for the CEO to be called upon as a “nursing shortage” and immigration
expert. A media profile was posted prominently on the Internet and a series of
monthly press releases were developed and transmitted to editors of key healthcare
publications including nationally distributed professional journals and newspapers
that were located in the principal geographic target markets of California, New Jersey,
Florida, Texas, Pennsylvania, South Carolina, Ohio, Hawaii, Nevada, New York, and
Alexander Creative Consulting maintains regular contact with TCSS and continues to
support the Total Care marketing efforts with strategic consulting services.
Results: Sales penetration grew from 5 hospital accounts to over 45 in a 14 month
period -- (September 2001 through November 2002).