Challenge: Create a brand identity and campaign for the Indian Health Service (IHS) to significantly lower or reduce vacancy rates across all health care provider disciplines — especially in rural areas of the country. In addition, incorporate the IHS Scholarship Program and the IHS Loan Repayment Program into the recruitment brand family.
Solution: The campaign theme, Opportunity. Adventure. Purpose. attracts health care professionals who seek to provide culturally competent care within the communities they serve; are attracted to adventurous, recreational lifestyles often found in rural areas of the country; and value the personal fulfillment derived from working with a deserving and appreciative patient population.
Result: HORNE has been working with IHS for more than 15 years — solid proof that our approach to building successful long-term relationships with our clients works. The campaign has successfully raised awareness of IHS’ career opportunities and inquiries; increased interest and eligible applications for the scholarship and loan repayment programs; and ultimately decreased vacancy rates overall.