Accord

London

Ramsay Healthcare - 'Heroes of Healthcare'

THE CHALLENGE

Private healthcare provider Ramsay Health Care were struggling to recruit new permanent theatre staff across UK locations. To tackle this issue, they tasked us with rebranding their recruitment offer so that it clearly highlighted the benefits of working in private healthcare.  

THE SOLUTION

To deliver a successful rebrand, we needed to change the public’s often negative perceptions of working in private healthcare, as many assume it offers lower pay and fewer benefits.

We began by conducting research with staff to understand their motivations to work at Ramsay Health Care. From this, we learned that remuneration packages included flexible working hours and private health cover - and because of this were significantly better than most people expected them to be. We also discovered that what inspired employees was the opportunity to make a real difference in a patient’s life by providing exceptional care and support.

Drawing upon this sense of altruism, it made absolute sense to put the existing, incredible workforce at the forefront of our campaign concept. Using the strapline ‘Become a Hero of Healthcare’, we adopted an aspirational approach that helped potential candidates realise the impact they could make by choosing a career in healthcare.

18%
Growth to the careers section within 3 months

The team at Accord have been instrumental in the creation of our recruitment brand ‘Become a Hero of Healthcare” which not only resonates with potential new employees but also with our existing operating theatre staff, giving them recognition for the outstanding care they provide on a daily basis. Accord highly impressed me with the in-depth level of research they undertook to really understand our audience and deliver creative true to the Ramsay brand, but highly targeted for this niche audience.

Ross Finch, Head of Corporate and Digital Marketing

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Ramsay Healthcare: careers drive

Private healthcare provider Ramsay Health Care were struggling to recruit new permanent theatre staff across UK locations. To tackle this issue, they tasked us with rebranding their recruitment offer so that it clearly highlighted the benefits of working in private healthcare.

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Accord

+44 (0)20 3424 7412 hello@accordmarketing.com