CHALLENGE

As Driscoll Children’s Hospital was building their new hospital in the Rio Grande Valley (the region’s first free-standing children’s hospital), MDR partnered to generate excitement; however, they had another major challenge: Recruitment. Driscoll needed to fully staff the new hospital with over 600 employees across every role — from janitors to brain surgeons — to ensure smooth operations on day 1.

STRATEGY

Our insights-driven approach began with extensive market research and defining role-specific parameters (qualifications, experience, and job titles). We then executed a granular targeting strategy that reached and brought nurses, pediatric specialists, IT, administration and more into the walls of the new hospital.

EXECUTION

Traditional Media: Ran broadcast TV, cable, billboards, and radio to create awareness for the hospital and job openings.

Digital: Used Facebook Ads, LinkedIn Ads, Google Ads, CTV/OTT, digital audio, and display ads for comprehensive reach and engagement.

Advanced Targeting: Worked with premium data partners for unique job title-specific audiences, especially for highly niche segments.

Geofencing: For competitive primary roles and specialists, we geofenced pediatric facilities for highly qualified professionals. We also geofenced career events and programs (i.e., nursing) for more entry-level roles and positions.

Microsite Development: Created a custom microsite for driving engagement and capturing leads