Rural Marketing Campaign
March 2022 - Present
CHALLENGE.
Blue Mountain Hospital is a non-profit healthcare provider serving the rural community of John Day, Oregon (population 1,656). They partnered with us to expand their reach to qualified nurses across the Pacific Northwest and major East Coast cities where relocation-motivated candidates are more common.
Challenges
Rural hospitals face chronic shortages due to geographic isolation, limited local nurse pools, and competition from urban systems offering higher wages and more amenities. Blue Mountain needed a compelling narrative to stand out and attract mission-driven nurses seeking meaningful work and a quieter lifestyle.
SOLUTION.
We developed targeted recruitment campaigns across Oregon, Washington, and Idaho, while also engaging nurses in dense urban markets such as New York, Boston, Philadelphia, and Washington DC.
Our strategy highlighted the benefits of rural medicine, including autonomy, community relationships, lower patient volumes, and access to Oregon’s outdoor lifestyle. Visual and digital assets were tailored to emphasize small-town living and professional impact.
RESULTS.
The campaign reached over 30,000 healthcare professionals, generating 121 qualified leads.
The hospital’s HR leadership highlighted the value of our approach:
“They took the time to get to know us and to understand our strategic advantages"
“[…] then delivered quality leads that we would never have discovered on our own.”
Vardan Rigby, Human Resources Director, Blue Mountain Hospital District
