Island Health is pushing lifestyle on the region over the job itself in a bid to recruit more healthcare workers to the region. (File Photo/NanaimoNewsNOW)

By NanaimoNewsNOW Staff

advertising campaign

Local health authority pushing Island lifestyle to attract more medical professionals

Dec 30, 2023 | 6:30 AM

NANAIMO — A dedicated and focused push is on to attract more skilled healthcare professionals is underway.

Island Health has launched a $340,000 advertising campaign nationwide, selling less the opportunity to work for the health authority and more where those professionals can live.

Jason Hanson, vice president of clinical services, said it’s a fierce market with lots of competition for the few available and qualified professionals.

“People in healthcare can work anywhere in Canada essentially and they’re really choosing the location that works for their lifestyle. What we haven’t done I think great in the past is actually celebrating the lifestyle of individual communities.”

Ads highlight the natural beauty and recreation options of Vancouver Island, with communities like Port Alberni of particular focus.

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It follows a regional campaign in 2022 which looked to try and recruit professionals to the north Island.

Hanson said the campaign is driven by visits to their website.

“A lot of our internet traffic to our recruitment site is from Alberta, so that’s why you will see print ads pop up in Alberta airports and perhaps even Ontario. We’re targeting regions where we know individuals are scanning our recruitment site for opportunities.”

Billboards promoting the region have been spotted at Calgary Airport and outside Toronto Pearson, as well as on buses in Edmonton and in magazines.

Further refinement of the campaign will then occur through feedback from social media advertisement analytics and other metrics in a bid to pinpoint those most interested.

One of many advertisements on display across the country, promoting cities and towns over jobs with Island Health. (Island Health)

— with files from David Wiwchar, 93.3 The Peak

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