Production · Post · Campaign
In partnership with MVad
NHS
Tackling GP recruitment across the East Midlands.
Production · Post · Campaign
In partnership with MVad
Tackling GP recruitment across the East Midlands.
01 The brief
General practice had an image problem. With an ageing cohort of GPs and not enough newly qualified doctors choosing to replace them, NHS Nene CCG in Northamptonshire wanted to make the case locally — not with a recruitment campaign, but by letting the GPs already doing the job speak for themselves.
02 What we did
Two weeks in Northamptonshire, visiting surgeries ranging from small rural practices to super-surgeries that had more in common with a small hospital than a GP's waiting room. Small crew, minimal footprint — the locations had patients to see and we weren't the priority.
We made four films, each around five minutes, each aimed at a different type of candidate. The brief was to show that general practice isn't all colds and stomach bugs — that the variety is real, and so are the benefits of working something closer to a 9-5.
03 The result
The films sat alongside live job listings on a microsite. Application rates were considerably higher when listings appeared with the films than without. Five roles filled in the first few weeks, with further hires from as far as Saudi Arabia. We even had GPs moving out of London.
It worked well enough that we came back to make similar content for practice management, nursing and clinical pharmacy — and we've since replicated the model across the country.