Advertising Practice In Oxford

Canada is facing a doctor shortage, a difficulty particularly evident in rural areas of the country. To position the county, the Oxford Physician Recruitment Group was looking for ways to improve its marketing, which so far had not attracted any leads and was proving extremely costly.

To address the lack of efficiency in their marketing efforts, it was necessary to fully rework their outreach channels. Originally focused exclusively on radio and print advertising, the new strategy put digital media front and center and gave Facebook and LinkedIn Ads a key role.

To reach people at any point in their professional journey, we split our ad messaging into 3 groups: recent graduates, early-career physicians and late-career doctors. For the first group, we addressed their desire to start a family practice and offered support to start it. For the second group, our copy was about making them feel wanted and appreciated. Finally, for the third group, we focused on achieving a better work-life balance and the role that rural Ontario can play in that.

We also limited targeting to professionals working in the industry or studying in a recognized medical school in Canada to maximize the quality of our leads. Additionally, we layered age limits to ensure we reached people under 45, to avoid reaching doctors that would be retiring in the medium- and short-term.

Despite the high difficulty of the campaign due to market conditions ruled by talent scarcity, we were able to generate valuable leads for Oxford County that we hope will become doctors for the region.