Recruiting nurses during a shortage

Promoting the appeal of more time and appreciation


The Overview

During a national nursing shortage, the demand was even more pronounced in the Salem, Oregon, area. Transcend helped Willamette Valley Hospice break through the clutter of traditional recruiting to hire much-needed nurses and CNAs.

The Challenge

A successful marketing campaign Willamette Valley Hospice conducted with Transcend increased census and caseloads, especially for nurses and CNAs. Both positions were in high demand across all healthcare providers in the region, making it difficult to attract quality, experienced team members who met the organization’s high standards.

The Challenge

Transcend’s Answer

Interviews with nurses and CNAs revealed that their roles for other providers diminished their time actually caring for patients – the main reason they pursued their careers. Transcend created an integrated media campaign and promoted an open house featuring testimonials from Willamette Valley Hospice nurses and CNAs. Messaging emphasized quality of time caring for patients, the appreciation they felt from families and respect they received from physicians and other team members.

Willamette Valley Hospice “What do you love about your job” campaign tv spot

Results Map

The Results

Willamette Valley Hospice was able to hire all the nurses and CNAs they needed to maintain high-quality care for their growing census, despite strong hiring competition.

Chautauqua Hospice & Palliative Care