DaVita is a different kind of healthcare company. So they wanted their advertising to be different. Not the usual smiling-nurses-in-scrubs lineup. Rather, they sought something more personal—a reflection of their unique culture, their patient and teammate focus, and their award-winning workplace and training. And they wanted to offer their recruiters a wide choice of creative, in several media formats.
DaVita and Shaker collaborated in developing a toolkit of flexible nurse-recruitment templates. Recruiters and hiring managers could select from several creative themes, each featuring actual DaVita teammates and patients in varied settings. Each theme is available as an HTML email, postcard, flyer, postcard, and print display ad. Open house versions were also created, as well as event booths. Shaker worked closely with DaVita’s marketing team to ensure faithful execution of the corporate brand.
This Healthcare Advertising Award–winning campaign contributed to a dramatic improvement in vacancy rates and time-to-fill. At a time of external high demand for nurses, and in the face of increasing internal demand for nursing talent due to business growth, DaVita hired more than 3,300 nursing positions in 2008 and lowered 2008 RN vacancy rates (percentage of positions open) by 19.4 percent versus 2007.