The Challenge
Behavioral health professionals are in short supply nationwide, and every health system competes for the same pool of clinicians. In early 2024, NYC Health + Hospitals targeted psychiatrists, licensed psychologists, art therapists, and psychiatric nurses, but needed to raise awareness of the program and build interest among eligible candidates. The campaign had to reach a wide range of disciplines and make the city’s largest public health system a place in-demand talent considers for the next step in their careers.
The Approach
We built the plan around how clinicians discover work. Search ads reached people already seeking new roles; LinkedIn and Meta let us reach professionals by discipline and career stage; programmatic ads kept the opportunity in view as candidates browsed, while Spanish-language and community-focused digital partners brought the message to audiences often overlooked in recruitment. For credibility, we turned to the outlets clinicians already trust: trade and business newsletters delivered the message straight to inboxes, and neighborhood and regional newspapers. The latter spread the campaign through local communities across all five boroughs, New Jersey, and Long Island. Each channel played a role, but all pointed to the same invitation.
The Results
Candidates were driven by purpose more than compensation, drawn to the chance to care for New York’s communities. That finding gives the team a sharper message for every recruitment effort ahead. The campaign opened the door to a broad cross-section of behavioral health professionals, drawing strong responses from psychiatrists, licensed psychologists, and nurses, with the latter showing willingness to move across the nation in search of a new role.
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